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