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...
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

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

4. hi.

5. hi.

6. Kate Gallagher

7. www.paramore.is

11. 8

12. 27

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

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

17. 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

18. digital agency of record...

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

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

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

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

34. Digital Media

35. VP of Accounts

36. social media strategy

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

45. 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

46. 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

47. 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

48. 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

49. ...know right now

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

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

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

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

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

55. where it fits

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

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

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

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

60. digital media is accountable

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

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

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

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

65. 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

66. 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

67. 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

68. 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

69. 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

70. 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

71. 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

72. setting business goals

73. 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

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

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

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

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

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

79. the players

85. where are we? the players

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

87. 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

88. 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

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

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

92. Maslow’s Theory of the
Hierarchy of Needs

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

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

96. 1 To do: determine your team

99. •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

100. 2 To do: determine your capacity

103. 3 To do: determine your goal

104. Key Performance Indicators
• Increased number of brand mentions for a
specific product and/or phrase
• Change in sentiment
• Increased sales and or buzz during off-season
• Time spent with distributed content
time
• Increase in website traffic
• Increased share of voice in the market place
• Increase in website referral traffic from social
• Number of Facebook fans
sites to 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

105. 4 To do: determine your
infrastructure

108. head in beds.

111. = 1 conversion

112. Month Visits Pages/Visi Total New Vacation Electronic
t Pageviews Visits Guide Guide
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

113. 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

114. 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

115. 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

116. 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

117. 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

118. 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

119. 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

120. $60,000.

121. 2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide 600 $20,000 $33.33
Requests

122. 2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide 600 $20,000 $33.33
Requests

123. 2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide 600 $20,000 $33.33
Requests

124. math is hard.

125. 5 To do: test regularly

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

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

134. “revenue bump in the "2%
range" in a successful
promotion” - Fast Company

136. #1
Step-by-step social media tutorials
http://sbne.ws/r/bmhc

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