Anvil Media's 2014 submission for the 'Dream Team' SoMe Award, highlighting our social media success with local Cannon Beach hospitality company, Martin Hospitality.

1. 2014 SoMe Award Submission
Dream Team

2. The Client
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3. Martin Hospitality
Martin Hospitality is a hospitality group
operating 5 properties in and around
Cannon Beach, Oregon.
Like many coastal businesses, these
properties experience a slow season from
October to April. Martin Hospitality hired
Anvil to develop and implement a social
media campaign that would help to
maintain reservations in the off-season.
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4. The Campaign
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5. Making Great Memories
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Post content that
encourages fans to
complete an action
(clicks to the
website, reservations)
Implement Facebook
ads to supplement
organic efforts
Post highly shareable
content that inspires
fans to create stories
Objective:
Utilize Facebook to increase reservations in the off-season
Strategy:
Increase brand awareness, engagement, and referrals to the website
Tactics:

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To accomplish our client’s objectives,
Anvil created & posted..

7. 7 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
..content that told stories

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..content that evoked emotion

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..content that captured the essence
of each property

10. The Challenges
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11. Limited Conversion Tracking
The Challenge
- The application used for online
reservations takes users off-site to
complete the transaction, without
bringing them back on-site
The Opportunity
- Anvil implemented Google Tag
Manager to track clicks on menu items
and reservations
- Anvil used Facebook Advertising to
offer specials and
promotions, complete with a promo
code traceable to each advertisement
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12. Limited Organic Reach
The Challenge:
- Facebook has continued to decrease
organic reach for Pages, making it
difficult to communicate with followers
The Opportunity:
- Anvil implemented Facebook Ads to
supplement organic efforts
- Custom audiences were
developed for each property for
precise targeting
- Campaigns targeted potential
followers and existing followers
- Content & communication
differed for each audience
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0
0.2
0.4
0.6
0.8
1
Average Organic Reach
Organic Reach

13. The Results
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14. Reach & Awareness
- During the campaign, total followers
increased 74.6%
- After Facebook Advertising was
implemented in November, reach
increased significantly
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0
0.5
1
1.5
2
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Average Total Reach
Organic Reach
Total Reach

15. Engagement
- Engagement levels rose significantly
throughout the campaign
- Actions with the most weight
(comments and shares) were the
hardest to impact, but increased
steadily during this time
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**Engagement on promoted posts was excluded from this report
0
50
100
150
200
250
300
350
400
450
Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14
Post Engagement
Comments
Likes
Shares

16. Referrals to Website
- Since users are able to make reservations on the website, one of Anvil’s key KPIs for the campaign was
referral traffic from Facebook
- Since implementing the campaign in August, referral traffic has increased 42%
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0
50
100
150
200
250
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14
Facebook Referrals to Website
Social Referrals

17. Conversions
- Since there was limited conversion
tracking in place, Anvil used several
outlets to report conversions. These
included:
- Post-stay satisfaction survey
- Employee feedback
- Use of Promo Codes
- Guest feedback
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18. Thank you!