Best Western's Field Marketing department serves the organization's 40 co-ops throughout the U.S. and Canada. The co-ops also allow for additional education, training and network opportunities. Kate will be speaking about social media with an emphasis on what you need to know ABOUT right now, and what you need to know how to DO right now.

1. New England Co-op Meeting
August 29, 2012 | Keene, NH

2. the next hour of your life...

3. the next hour of your life...
1. Tell you briefly who I am and why I’m here

4. the next hour of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’

5. the next hour of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social

6. the next hour of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social

7. the next hour of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social
5. Hit list and resources

8. do my best
1. Actionable
2. Realistic
3. Useful
4. Funny or at least entertaining

9. hi.

10. hi.

11. Kate Gallagher

12. www.paramore.is

16. 8

17. 27

19. text
2008 | 2009 | 2010 | 2011 | 2012

21. full-service digital agency
www.paramore.is

22. www.paramore.is

23. Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Display (Banner) Advertising Design and Development
Search Engine Marketing (SEO & PPC)
Application Design and Development
Mobile Marketing
Social Marketing
www.paramore.is

24. digital agency of record...

29. design + development + media
www.paramore.is

30. design + development + media
www.paramore.is

31. design + development + media
www.paramore.is

32. design + development + media
www.paramore.is

40. Digital Media

41. VP of Accounts

42. social media strategy

44. I’m trying to gain credibility through logos.

51. The next 45 min. of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social

52. The next 45 min. of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social

53. The next 45 min. of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social

54. The next 45 min. of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social

55. ...know right now

56. ...know right now
1. where it fits

57. ...know right now
1. where it fits
2. it’s accountable

58. ...know right now
1. where it fits
2. it’s accountable
3. requires resources

59. ...know right now
1. where it fits
2. it’s accountable
3. requires resources
4. starts with setting the right goals

60. ...know right now
1. where it fits
2. it’s accountable
3. requires resources
4. starts with setting the right goals
5. the players

61. where it fits

62. where are we? what you need to know now - where it fits

63. where are we? what you need to know now - where it fits

64. where are we? what you need to know now - where it fits

65. where are we? what you need to know now - where it fits

66. digital media is accountable

67. digital media is accountable
where are we? what you need to know now - it’s accountable with the right resources

68. digital media is accountable
where are we? what you need to know now - it’s accountable with the right resources

69. digital media is accountable
right people +
where are we? what you need to know now - it’s accountable with the right resources

70. digital media is accountable
right people + enough time =
where are we? what you need to know now - it’s accountable with the right resources

71. digital media is accountable
right people + enough time = the right resources
where are we? what you need to know now - it’s accountable with the right resources

72. digital media is accountable
right people + enough time = the right resources
where are we? what you need to know now - it’s accountable with the right resources

73. digital media is accountable
right people + enough time = the right resources = investment
where are we? what you need to know now - it’s accountable with the right resources

74. digital media is accountable
Invested Resources
1. detailed planning
where are we? what you need to know now - it’s accountable with the right resources

75. digital media is accountable
Invested Resources
1. detailed planning
2. testing (creative, networks, messages... everything)
where are we? what you need to know now - it’s accountable with the right resources

76. digital media is accountable
Invested Resources
1. detailed planning
2. testing (creative, networks, messages... everything)
3. measurement
where are we? what you need to know now - it’s accountable with the right resources

77. digital media is accountable
Invested Resources
1. detailed planning
2. testing (creative, networks, messages... everything)
3. measurement
4. optimization
where are we? what you need to know now - it’s accountable with the right resources

78. setting business goals

79. setting business goals
increasing your number of followers, friends, or visits on your
website is not a good business goal.
where are we? what you need to know now - setting goals

80. setting business goals
the first rule of business is to stay in business
where are we? what you need to know now - setting goals

81. setting business goals
delivering a service or product at profit
where are we? what you need to know now - setting goals

82. marketing tactics
differentiating through product, service or expertise
where are we? what you need to know now - setting goals

83. marketing tactics
differentiating through product, service or expertise
developing relationships and partnerships
where are we? what you need to know now - setting goals

84. marketing tactics
differentiating through product, service or expertise
developing relationships and partnerships
where are we? what you need to know now - setting goals

85. the players

91. where are we? the players

92. need to know
1. where it fits
2. it’s accountable
3. requires resources
4. starts with setting the right goals
5. the players

93. The next 45 min. of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social

94. The next 45 min. of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social

96. need to know
1. where it fits
2. it’s accountable
3. requires resources
4. starts with setting the right goals
5. the players

97. What you need to know
how to do in social right now

98. Maslow’s Theory of the
Hierarchy of Needs

99. "A Theory of Human Motivation"
This hierarchy suggests that people are motivated to
fulfill basic needs before moving on to other, more
advanced needs.

101. ...fulfill the basic social need before moving on to
other, more advanced needs.

102. 1 To do: determine your team

106. •Reads blogs about social media and mobile technology

107. •Reads blogs about social media and mobile technology
•Is an early adopter

108. •Reads blogs about social media and mobile technology
•Is an early adopter
•Has a passion for the cause and for social media

109. •Reads blogs about social media and mobile technology
•Is an early adopter
•Has a passion for the cause and for social media
•Is friendly, patient and responsive

110. •Reads blogs about social media and mobile technology
•Is an early adopter
•Has a passion for the cause and for social media
•Is friendly, patient and responsive
•Is creative and detail-oriented

111. •Reads blogs about social media and mobile technology
•Is an early adopter
•Has a passion for the cause and for social media
•Is friendly, patient and responsive
•Is creative and detail-oriented
•Thinks like a journalist

112. •Reads blogs about social media and mobile technology
•Is an early adopter
•Has a passion for the cause and for social media
•Is friendly, patient and responsive
•Is creative and detail-oriented
•Thinks like a journalist
•Is willing to mesh his personal life with his professional life online

113. •Reads blogs about social media and mobile technology
•Is an early adopter
•Has a passion for the cause and for social media
•Is friendly, patient and responsive
•Is creative and detail-oriented
•Thinks like a journalist
•Is willing to mesh his personal life with his professional life online
•Has experience in online communications

114. •Reads blogs about social media and mobile technology
•Is an early adopter
•Has a passion for the cause and for social media
•Is friendly, patient and responsive
•Is creative and detail-oriented
•Thinks like a journalist
•Is willing to mesh his personal life with his professional life online
•Has experience in online communications
•Is not overly confident about her social media skills

115. 2 To do: determine your capacity

118. 3 To do: determine your goal

119. Key Performance Indicators

120. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase

121. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time

122. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place

123. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans

124. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers

125. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins

126. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans

127. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views

128. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)

129. Key Performance Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets

130. Key Performance Indicators
• Increased number of brand mentions for a specific • Change in sentiment
product and/or phrase • Time spent with distributed content
• Increased sales and or buzz during off-season time • Increase in website traffic
• Increased share of voice in the market place • Increase in website referral traffic from social sites to
• Number of Facebook fans your website
• Number of Twitter followers • Surveys taken, polls taken
• Increase in check-ins • Contest entries
• Influence of followers and fans • Increase in customer satisfaction
• Number of YouTube video views • Research and development time saved
• Comments on posts (blog, Facebook updates) • Cost savings from traditional advertising
• Retweets • Change in conversion rate
• Change in search engine rankings • Increased attendance

131. 4 To do: determine your
infrastructure

134. head in beds.

137. = 1 conversion

138. Month Visits Pages/ Total New Vacation Electronic
Visit Pageview Visits Guide Guide
s Request Request
12/08 24 3.33 79.92 50% 0 0
12/09 452 2.66 1202.32 67% 0 0
12/10 463 2.4 1111.2 72% 36 7
4/11 979 2.29 2241.91 73% 13 2

139. Month Visits Pages/ Total New Vacation Electronic
Visit Pageview Visits Guide Guide
s Request Request
12/08 24 3.33 79.92 50% 0 0
12/09 452 2.66 1202.32 67% 0 0
12/10 463 2.4 1111.2 72% 36 7
4/11 979 2.29 2241.91 73% 13 2

140. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews 19257 2683 87 49 590 888 23554
Guide 575 13 0 1 6 5 600
Requests
Conversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
Rate

141. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews 19257 2683 87 49 590 888 23554
Guide 575 13 0 1 6 5 600
Requests
Conversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
Rate

142. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews 19257 2683 87 49 590 888 23554
Guide 575 13 0 1 6 5 600
Requests
Conversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
Rate

143. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews 19257 2683 87 49 590 888 23554
Guide 575 13 0 1 6 5 600
Requests
Conversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
Rate

144. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews 19257 2683 87 49 590 888 23554
Guide 575 13 0 1 6 5 600
Requests
Conversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
Rate

145. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews 19257 2683 87 49 590 888 23554
Guide 575 13 0 1 6 5 600
Requests
Conversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
Rate

146. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews 19257 2683 87 49 590 888 23554
Guide 575 13 0 1 6 5 600
Requests
Conversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
Rate

148. $60,000.

149. 2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide 600 $20,000 $33.33
Requests

150. 2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide 600 $20,000 $33.33
Requests

151. 2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide 600 $20,000 $33.33
Requests

152. math is hard.

153. 5 To do: test regularly

154. Pinterest lets you organize and
test share all the beautiful things
you find on the web.

160. The bottom line: location-based services
test are a work in progress but incentives
move the needle

161. Foursquare.com/ritzcarlton: Tips about nearby
landmarks, restaurants, and hidden gems for each
of their 75 locations.
Tool to guide their guests through the real world,
and also extend their brand to the larger
foursquare community.
After adding their concierge’s expert local Tips, the
Ritz Carlton saw a huge spike in Tips marked as
‘done’ by the foursquare community. Over 1,000
people followed the Ritz Carlton account in its first
week
http://foursquare.com/ritzcarlton

162. Foursquare.com/ritzcarlton: Tips about nearby
landmarks, restaurants, and hidden gems for each
of their 75 locations.
Tool to guide their guests through the real world,
and also extend their brand to the larger
foursquare community.
“revenue bump in the "2%
range" in a successful
After adding their concierge’s expert local Tips, the
promotion” - Fast Company
Ritz Carlton saw a huge spike in Tips marked as
‘done’ by the foursquare community. Over 1,000
people followed the Ritz Carlton account in its first
week
http://foursquare.com/ritzcarlton

164. #1
Step-by-step social media tutorials
http://sbne.ws/r/bmhc

165. Questions?
Kate Gallagher
www.paramore.is | kgallagher@paramore.is | @paramoreagency
http://thepinkboa.com/Potluck-Guide.pdf
slideshare.net/paramoreagency