we propel luxury brands as digital innovators....we propel luxury brands as digital innovators...

we propel luxury brands as digital innovators

we propel luxury brands as digital innovators.

we propel luxury brands as digital innovators

Content Marketing - The Future of SearchAdam Deflorian

we propel luxury brands as digital innovators

digital

innovationdesignazds

we propel luxury brands as digital innovators

!

Customized Content Curation and Personalization PMS Integration for Guest Information

Social Integration and Recognition Our Luxury Client Roster - Very High ADR

we propel luxury brands as digital innovators

HUGE growth

*Karen McGrane

Social and Content Marketing

we propel luxury brands as digital innovators

The amount of digital content

consumption and how quickly content

is dismissed as irrelevant

we propel luxury brands as digital innovators

Content is the future of SEO

we propel luxury brands as digital innovators

Co-Cite

we propel luxury brands as digital innovators

Content Writing

we propel luxury brands as digital innovators

A-U-R-A

Authentic

!

Useful

!

Relevant

!

Actionable

we propel luxury brands as digital innovators

AUTHENTIC

TONE/VOICE Easily identifiable with brand

!

CONSISTENCY Regularity in format/schedule/delivery

!

!

we propel luxury brands as digital innovators

CASE STUDY: Petit Ermitage

we propel luxury brands as digital innovators

USEFUL

UTILITY Offers a practical/interesting function for user

Content sharing

!

AUDIENCE-SPECIFIC Study user demographics to optimize according to

interests, location, age, gender, etc.

!

we propel luxury brands as digital innovators

RELEVANT

TRENDY Popular topics, current happenings, time of year

#HASHTAG Posts with hashtags receive double the

engagement of posts without hashtags

(Bufferapp)

!

we propel luxury brands as digital innovators

CASE STUDY: Montage Hotels & Resorts

we propel luxury brands as digital innovators

ACTIONABLE

EMOTION-DRIVEN Great images and stories drive emotion

Emotion inspires action (images result in 53%

more likes and 104% more comments on

Facebook )

“Make me care and make me share”

People remember 10% of what they hear, 20%

of what they read, and 80% of what they see

!

!

we propel luxury brands as digital innovators

ACTIONABLE

DISTRIBUTION People=world’s greatest distribution channel

we propel luxury brands as digital innovators

CASE STUDY: Montage Laguna Beach

we propel luxury brands as digital innovators

Curating Luxury Lifestyle Content

we propel luxury brands as digital innovators

Lifestyle

Passions

Brand

Experiences!

Human interest}

we propel luxury brands as digital innovators

Recipes Interviews Stories Luxury Lifestyle !

!

!

Have meaning}

we propel luxury brands as digital innovators

How?

we propel luxury brands as digital innovators

Knowing your Audience !

Studying demographics (analytics)

!

Luxury lifestyle

we propel luxury brands as digital innovators

People > product !

Images tell a personable story

!

Stories drive emotion

we propel luxury brands as digital innovators

Trendsurfing !

Media listening: listen/observe/gather

current online trends and insights

= virality

we propel luxury brands as digital innovators

CASE STUDY: Montage Impressions

we propel luxury brands as digital innovators

CASE STUDY: Montage Impressions

we propel luxury brands as digital innovators

CASE STUDY: Montage Impressions

we propel luxury brands as digital innovators

User-Generated Content !

Identifying your social influencers

!

Empowering your most loyal

and influential supporters

we propel luxury brands as digital innovators

CASE STUDY: #MontageMemory

we propel luxury brands as digital innovators

Context

we propel luxury brands as digital innovators

$1,300/night

we propel luxury brands as digital innovators

$1,300/night$300/night

we propel luxury brands as digital innovators

Knowing your Audience !

Skiing vs. Biking

Sundance vs. Park City Music Festival

we propel luxury brands as digital innovators

Get Technical with Graph Search

we propel luxury brands as digital innovators

we propel luxury brands as digital innovators

we propel luxury brands as digital innovators

we propel luxury brands as digital innovators

Suggested interests and likes

we propel luxury brands as digital innovators

Then remarket to those same individuals on a variety of ad networks

(not just Facebook)

we propel luxury brands as digital innovators

Changing Paradigm in Traditional and Digital

we propel luxury brands as digital innovators

we propel luxury brands as digital innovators

Questions and thank you for listening.