>» WHO 1AM Vice-President of Sales - Americas CV, 2 Rategain Company + Native from Spain + Uving in USA since 2014 + IE Business Schoo! alumni stifled Digital Marketer Harvard ecutive Lea in Global Travel & Hospitality ‘eading Intemational Sales and Marketing for over 15 years hnttps://wwwlinkedin.com/in/mercedesblancoanton BcyBCY, A RATEGAIN COMPANY, ISTHE HOSPITALITY INDUSTRY'S PREMIER, AWARD-WINNING PROVIDER (OF TECH-ENABLED SOCIAL MEDIA SOLUTIONS. + Proprietary technology and data insights ‘+ Trusted partner to 300+ hotels over 30+ brands ‘+ Award-winning innovative creative and account teams that are highly experienced in hospitality and social mecia + 24x7 Monitoring cover 1MM+ interactions across 10,000+ customers each month> AWARD WINNING RECOGNIZED BY INDUSTRY LEADERS ‘AS THE BEST IN SOCIAL MEDIA 36x WINNER of HSMAN's Adrian Awards. 2 WINNER ‘of HOTELS Magazine Social Media Awards of Travel + Leisure SMITTY Awards 22c WINNER of PR Dail’ Social & Digital Media Awards ~ 39 30 30 30>» TRUSTED PARTNER>» BE WATER MY FRIEND NOKIA Google+> SOCIAL MEDIA ACTIVE USERS 2.2 BILLION MONTHLY —_——. ACTIVE USERS ©) amen \STAGRAM USERS UPLOAD AN AVERAGE OF GO MALUON PHOTOS TO "WE PLATFONM EVERY 0AY ‘ACTIVE USERS 330 MILLION MONTHLY ——— ACTIVE USERS> SOCIAL MEDIA IN HOSPITALITY OF TRAVELERS TURN SWITCHED HOTELS (OF TRAVELERS POST OF USERS ‘TOSOCIAL MEDIA AFTER SOCIAL MEDIA TOSOCAL [MENTIONING A WHEN PLANNING: RESEARCH NETWORKS WHILE BRAND EXPECT A ATRIP (ON VACATION REPLY WITHIN ‘ONE HOUR Bcy> SOCIAL MEDIA TIME SPENT Boomers GENX> SOCIAL MEDIA USAGE -~O: Oe oe Xe: (Ox AS] Millennials Gen x> PLATFORM DIFFERENTIATION Visual storytelling platform Emphasizing content UGC & influencers % Core markating communications Guest service social hub Primarily a guest service platform Focusing on 1.1 conversations Promotions Linked / shared articles Destination photos Videos Property photos. use Behind-the-scenes photos ‘Question posts. ucc Multi-photo posts IG Stories Photo alburns Influencers Events Bcv Promotional tweets Brand news Retweets Twitter chats live tweeting, Event coverage Proactive sales Influencer outreach> PLATFORM GUIDE HOTEL TYPE Select Service Select Service + Airport Full Service Lifestyle Lumury / Resort Bey STRATEGIC NEED Service Challenges Weddings Renovations> COMPREHENSIVE SOCIAL MEDIA SOLUTION (OUR GOAL: DRIVE REVENUE, TELL YOUR HOTEL'S STORY & MANAGE YOUR HOTEL'S REPUTATION 1 Customized Social Media Strategy (Original Content Creation ‘Advanced Targeting Capabilities Conversion Tracking BCV Yd OPERATIONS SUPPORT 24/7 Monitoring Capabilities Driving Guest Engagement Unique Guest Profiles Reputation Protection & Enhancement (a ANALYTICS & REPORTING S Property Perernce Bepotng Competive Set anlyas Advanced Analytics Proprietary Data Insights> HOW TO BUILD A SUCCESSFUL STRATEGY WwENTIFY J Start by outlining PUNO NOUR Tidentity social MEASURE J identify benchmarks OBJECTIVES J your marketing Sreareer _[vision, tone of voice SUCCESS, |. measure against objectives jand content by end of year priorities Select the platforms that SELECT SOCIAL ff best suite your hotel based perecievey © con budget, user behavior | Jieentity avertising and guest demographics a rapt ‘ampurvwina [™Paiens PAID SEND Bev> HOW TO BUILD A CONTENT STRATEGY DESTINATION es HOLIDAYS & TRENDS ay OFFERS & PROMOTIONS Bev> CURATED CONTENT PHOTOGRAPHY LS t> ORIGINAL CONTENT CREATION BCV CREATES ORIGINAL SOCIAL MEDIA CONTENT (INCLUDING PHOTOS, VIDEOS, COPYWRITING, ANIMATIONS AND MORE) BASED (ON PROPERTY NEEDS AND CLIENT DIRECTED PRIORITIES. INSTAGRAM STORIES HGNBALLEMAVEST a eS iti uP oe ares , ’ Tea > a di SAGE ADVICE acy>? INSTAGRAM AESTHETIC> HOW TO REACH YOUR TARGET AUDIENCE AS FACEBOOK’S AD REVENUE GROWS EACH YEAR, THEY ALSO GROW THEIR CAPABILITIES. Bost practices to got the most out of paid spend: PLATFORMS + Always support organic content ‘+ Spend $5 minimum per day per campaign + Plan budgets annually, but select campaigns based on. need periods AD TYPES = CATEGORIES PLACEMENTS> FACEBOOK AD EXAMPLE DRIVING REVENUE WITH SOCIAL CONTENT + ROI-48X the E a Es BCV e7o5%> FACEBOOK OFFER EXAMPLE BACKGROUND + BCV launched a Clicks to Website ad to drive link key need period + BCV optimized the 72-hour flash sale ad by utilizing the slideshow ad format and including curated copy and a quick CTA ks to the booking engine during a RESULTS . * The strategic audience targeting reached more than 16K users * BCV generated 543 Link Clicks, 1.5x more clicks back to the booking engine than the previous flash sale along with a strong CPC generating a cost $0.07 less than the Industry Average * The socia-oniy offer resulted in 65 rooms booked * Cost: $170: Estimated $9,000 RO! BcV>» MONITORING 24X7 IN REAL TIME Thank you ©)arottStown you mage my ay. The tssues! Will be using tomorrow at ©GWiseets move in. And the. at night> REPUTATION PROTECTION> HOW TO MEASURE BENCHMARKS & KPI’S Oo @ Post Enangemant reactions, comments, shares, licks} ew Feiomers fmpemetin | Post rage Towet Sent (ikes, comments) Webaite clicks | Fans ‘Wide Views ee Tweet Engnement =e ieewyasnes [tavorites, replies, retweets) Revenue> WHERE TO START CREATING SOCIAL MEDIA CULTURE awe Just because younger generations understand social better doesn’t mean they know how to build a social media strategy. Invest in VIDEO (those generate up to 21.15% more interactions than static posts). ‘Shorter descriptions see more engagement. Fewer hashtags is better. Provide spaces in your hotel that are social media friendly: A chain the lobby, a bathroom selfie spot, or 2 great the view from the restaurant ~ then let guests know! Encourage interaction and user generated content and have a way to share it on your website. Invest in paid social advertising: Know your quests and identify your best guest. Target previous guests and guests with future reservations with campaigns around up-sell and repeat purchases. * Find lookalikes that fit your best guest profile.> HOW CAN HOSPITALITY SHIFT THEIR APPROACH LISTEN - MONITOR - ENGAGE 24x7 Bey ‘When engaging with travelers: have relevant conversations Don't force conversations, be the topic of conversation instead. Facilitate those where you are at the center of the story. ‘Add value to the social experience. ‘Authenticity and emotional experiences are key. ‘The idea of conversations between real people will continue to be the focus for social marketing. Create content that is social mecia friendly> WHAT AND WHY INFLUENCER MARKETING Developing relationships with influential people online or on social media that can lead to their help in driving awareness and visibility.>? INFLUENCER MARKETING DISCLOUSURE AND COMPENSATION [ENSURE VIEWERS KNOW WHEN A BRAND HAS BEEN ENDORSED. ecy ™> INFLUENCER MARKETING CRITERIA TO CONSIDER ALUGNMENT: HOW TO FIND INFLUENCERS: Image, voice, demographic + Start with influencers you already follow Google itl “Top PLACE Instagrammers to Follow” tocarion: Identify a local infuencer to minimize travel cost Take alook at “Suggestons for You" for cher relevant wers Search “logger hoshtags HPLACEBogger coer + checkne most engages photos on geotag pages of attractions Higher influence = Higher fee + Deep dive into conten to engagement Photos should havea high variety of texture and pattern seeing 2 rising trend of micro-nfluencers with more engaged audiences that ° —Muencer should nat have previosly traveled 10 any competitors Prosctiay llow the ielvencer andangngr> WHY STAY ON SOCIAL MEDIA * People turn to Social Media to avoid isolation - Social media brings people closer together and that is why Facebook reported +50% Increase in trafic week-over-week. * People Is eager to “scape” - they want to dream about what they plan to do once travel returns. * Build now, win business later how companies behave now, wor't be forgotten later * Travel cannot simply abandon marketing - we must stay in sync with ‘our guests, 80% of travelers turn to social media when planning, * Your competition is silent - the first reaction that many businesses have is to go dark, which gives you the opportunity to stand out. + Save money - fewer running campaigns while more audience, equals lower CPCs, making paid media cheaper than ever! BCV 78> HOW TO STAY ON SOCIAL MEDIA your nt strategy, tone and voice. ‘creative and do not try to sell th crowds, nd incentive staycations. * Create EGC (emplo erated content) and and/or employees are helping others jow you to bulld community. * Spreading positivity that will calm hy ICV" Share news about positive travel update Famer Y