Generating Pipeline by Identifying and Nurturing Prospects on Social Media

Become A Breath-taking Hotel

Generating Pipeline by Identifying and Nurturing Prospects on Social Media

Social Media Marketing

• Cost-effective generation of large numbers

of small, focused campaigns• Social Media prospecting gives a

competitive advantage.• Implementing social media marketing

solution to improve prospect and customer online communications.

• The ROI on social media marketing is dramatic: It drives online room reservations and gives a positive brand reputation.

3

“The time taken tocreate communicationshas been cut byhalf. In the first 12months we saved anestimated £100,000.”

–Sales Premier Inn

Executive Summary

• Social Media marketing is a modern sales technique in which hotels and leisure companies identify prospects, nurture them, and generate pipeline via social media.

• Reduce the time to create communications .

• Execute two-and-a-half times more campaigns, whilst reducing overall marketing costs.

• It has the highest lead to close conversion rate of all prospecting techniques.

4

“Social selling sees about a 15% prospecting conversion rate, at least 5 times greater than the 3% prospecting success rate from marketing activities. ”

–Sales Benchmark Index

Solution: Social Media

• Shorten campaign cycles

• Reactivity rates can more than doubled by social media .

• Percentage of subscriber’s that book rooms are being directly influenced by social media post about the hotel

5

Higher proportions of potential customers check the social media profile of hotels.

–IDG Connect

Why It Works

6

How It Works

• Develop an online relationship marketing strategy

• Convert prospects into customers• Build customer value through increasing

the depth of relationships • Grow revenue from repeat bookings,

cross-sales, up-sales and referrals.

The Value of Social Media

• Quota Attainment

• Improved Prospecting

• Better Marketing-Sales Alignment

• Social Media marketing by HBT Media will strongly support and align with the hotel’s targets and objectives.

• Social Media Marketing implementation will contribute to corporate-wide objective of driving growth by online reservations.

• Campaign responses and customer reactions, will be analysed by HBT.

• Analysis of campaign statistics demonstrates how HBT Media is adding value.

8

“Best-in-class companies are 92% more likely to provide Sales with a voice in the development of Marketing content. ”

–Aberdeen Group

Marketing-Sales Alignment

Where We Stand

HBT Media will implement the marketing strategy based on the packages your company has chosen.

Your company will provide content information to HBT Media

10

Marketing-Sales Alignment

HBT Media Implementation requirement:• Marketing shares created assets and hotel and

travel industry news with HBT Media• Marketing provides HBT Media with sample

messaging for social media sharing• A workflow for finding, curating, and sharing

content internally• Creation of a centralized content library• Monthly meetings to discuss content needs for

Sales & Marketing• An editorial calendar for marketing activity

based on locality and events.

11

Next Steps

03 months

STAGE 1STAGE 2STAGE 3

HBT Media

• Receive company’s information for social media

• Launch the program

• Create a centralized content library

• Identify “hits” and “misses”

• Evaluate and grow program

Social Selling Strategy Development

• Select social selling package

• Identify companies core needs.

• Develop best practices and social media policy to meet objective

• Create a content plan that aligns with marketing calendar

Initial Assessment

• Identify current successes and areas for improvement in Sales

• Begin evaluating core products for social selling

• Begin developing list of feature requirements

SOCIAL MEDIA MARKETINGSTAGE 1 T AGE 2Create a Buzz3

12

Next Steps

03 months

STAGE 1STAGE 2STAGE 3

HBT Media

• Receive company’s information for social media

• Launch the program

• Create a centralized content library

• Identify “hits” and “misses”

• Evaluate and grow program

Social Selling Strategy Development

• Select social selling package

• Identify companies core needs.

• Develop best practices and social media policy to meet objective

• Create a content plan that aligns with marketing calendar

Initial Assessment

• Identify current successes and areas for improvement in Sales

• Begin evaluating core products for social selling

• Begin developing list of feature requirements

SOCIAL MEDIA MARKETINGSTAGE 1 T AGE 2Create a Buzz 3

13

Next Steps

03 months

STAGE 1STAGE 2STAGE 3

HBT Media

• Receive company’s information for social media

• Launch the program

• Create a centralized content library

• Identify “hits” and “misses”

• Evaluate and grow program

Social Selling Strategy Development

• Select social selling package

• Identify companies core needs.

• Develop best practices and social media policy to meet objective

• Create a content plan that aligns with marketing calendar

Initial Assessment

• Identify current successes and areas for improvement in Sales

• Begin evaluating core products for social selling

• Begin developing list of feature requirements

SOCIAL MEDIA MARKETINGSTAGE 1 T AGE 2STAGE 3

14

Next Steps

03 months

STAGE 1STAGE 2STAGE 3

HBT Media

• Receive company’s information for social media

• Launch the program

• Create a centralized content library

• Identify “hits” and “misses”

• Evaluate and grow program

Social Selling Strategy Development

• Select social selling package

• Identify companies core needs.

• Develop best practices and social media policy to meet objective

• Create a content plan that aligns with marketing calendar

Initial Assessment

• Identify current successes and areas for improvement in Sales

• Begin evaluating core products for social selling

• Begin developing list of feature requirements

SOCIAL MEDIA MARKETINGSTAGE 1 T AGE 2STAGE 3

15

Next Steps

0

STAGE 1 STAGE 2 STAGE 3

HBT Media

• Receive company’s information for social media

• Launch the program

• Create a centralized content library

• Identify “hits” and “misses”

• Evaluate and grow program

Social Selling Strategy Development

• Select social selling package

• Identify companies core needs.

• Develop best practices and social media policy to meet objective

• Create a content plan that aligns with marketing calendar

Initial Assessment

• Identify current successes and areas for improvement in Sales

• Begin evaluating core products for social selling

• Begin developing list of feature requirements

STAGE 1 CONTENT MARKETING2 STAGE 3

16

Next Steps

0

STAGE 1 STAGE 2 STAGE 3

HBT Media

• Receive company’s information for social media

• Launch the program

• Create a centralized content library

• Identify “hits” and “misses”

• Evaluate and grow program

Social Selling Strategy Development

• Select social selling package

• Identify companies core needs.

• Develop best practices and social media policy to meet objective

• Create a content plan that aligns with marketing calendar

Initial Assessment

• Identify current successes and areas for improvement in Sales

• Begin evaluating core products for social selling

• Begin developing list of feature requirements

STAGE 1 CONTENT MARKETING2 STAGE 3

17

Next Steps

0

STAGE 1 STAGE 2 STAGE 3

HBT Media

• Receive company’s information for social media

• Launch the program

• Create a centralized content library

• Identify “hits” and “misses”

• Evaluate and grow program

Social Selling Strategy Development

• Select social selling package

• Identify companies core needs.

• Develop best practices and social media policy to meet objective

• Create a content plan that aligns with marketing calendar

Initial Assessment

• Identify current successes and areas for improvement in Sales

• Begin evaluating core products for social selling

• Begin developing list of feature requirements

STAGE 1 PRESS RELEASE STAGE 3

18

Next Steps

0

STAGE 1 STAGE 2 STAGE 3

HBT Media

• Receive company’s information for social media

• Launch the program

• Create a centralized content library

• Identify “hits” and “misses”

• Evaluate and grow program

Social Selling Strategy Development

• Select social selling package

• Identify companies core needs.

• Develop best practices and social media policy to meet objective

• Create a content plan that aligns with marketing calendar

Initial Assessment

• Identify current successes and areas for improvement in Sales

• Begin evaluating core products for social selling

• Begin developing list of feature requirements

STAGE 1 VIDEO MARKETING STAGE 3

19

Summary

Social Selling benefits:• Less competition for buyers’ attention• Less pricing competition• Positive brand image• Sales quota attainment• Increased thought leadership• Analytics to track social selling efforts• Improved Marketing-Sales Alignment• Turn leads into bookings