personal engagement in the digital age: targeting...
TRANSCRIPT
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Personal engagement in the digital age:
Targeting audiences and ROI
Martin Kubler, CEO, sps:affinity@martin_kubler
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Hello!
• CEO of sps:affinity
• Founder of Iconsulthotels
• MBA in Marketing & Innovation from GIHE
• Likes: Vegan food, strong coffee
• Dislikes: Okra
• Adjunct lecturer at MODUL University, Dubai
• Columnist for Hotelier Middle East, Travel & Tourism News Middle East, HBME
• Keynotes: GITEX (Dubai), HTF (Las Vegas), ITHS (Oman)
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SHOW ME THE ROI!
In today’s business climate, Social Media is a “nice to have”,
not a “must have”…
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You don’t need social
media. Your guests want it!
• Social media has become
another communication channel
and source of information.
• Guests like to have a choice.
• Many guests prefer social
media, because it is very fast.
• Your social media presence is
now part of the overall
impression guests form of your
property.
• Like any other
communication / sales /
information channel, social
media has an ROI.
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Yesterday’s Guests
• Passive Consumption
• One-Way Communication
• One Thing at a Time
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Today’s Guests
• Sharing & Interacting
• Multi-Way Communication
• Same Time & Now
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One ROI? Many ROIs?
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Wide ROI (“Fuzzy” ROI)
• Social media engagement
• Online reviews
• Newsletter subscribers
• “Having a presence” and being part of the
conversation
• Social “intelligence”
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Narrow ROI (“Hard” ROI)
• Rooms sold via social media
• Tables booked via social media
• Paid social media marketing (kind of…)
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The Problem with ROI
• Measuring “fuzzy” ROI is
often difficult
• Measuring “hard” ROI
requires correct tracking &
data
• Generally, measuring ROI
requires cross-departmental
teamwork
• Do you know what you’re
measuring & why?
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Know your Metrics
• Consumption metrics: How
many people viewed,
downloaded, or listened to a
piece of content?
• Sharing metrics: How resonant
is your content?
• Lead-gen metrics: How often
does content consumption result
in a lead?
• Sales metrics: How many sales
can be attributed to the content?
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Technicalities
• Facebook Pixels & Insights
• Twitter Tags
• Platform Verifications
• Website Structure & Usability
Consider this:
https://www1.melia.com/en/hotels/qatar/doha/melia-doha/restaurants.html
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Understanding your Audience: The Key to
Increasing ROI
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What’s in a Funnel?
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Who are you Talking to?
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Who are you Talking to?
Person Place Product Priority Purchase
Age Country Topic When Online
Sex Urban Subject May Shop
Social
Group
Rural Summer Community
Language Next Week
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Right Message, Right Time, Right Platform
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Measurements & Analytics
• Platform Insights
• Dashboards
• On & Offline Interplay
• Website Analytics
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What Else?
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The Diamonds <-> Water Paradox
Even though water provides a higher utility than diamonds,
diamonds are more expensive than water? Why?
Water is plentiful in most places, so its marginal utility is low
-> low price
Diamonds are scarce and their marginal utility is high
-> high price
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Be a Diamond. Beat the Substitution Effect!
Substitution Effect: The change in quantity demanded of a good or
service caused by the change in price relative to its substitutes.
Suppose the price of a Pepsi Cola falls, while the price of a Coca Cola
remains unchanged.
Consumers will buy more Pepsi Cola, because relatively, it’s less
expensive than Coca Cola.
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Examples
• Total Spend: AED 700
• Reach: 10,400 People
• Clicks: 944
• Results: Advance
bookings increased from
less than 50/month to
over 100/month
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Examples
Spend: AED 500 Reach: 170,270
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Thank You! Please Connect!
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