Brand-Owned Editorial: A Digital Presence Built on Story - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables

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Presentation: Brand-Owned Editorial: A Digital Presence Built on Story Presented by: Adam Wallace, Founder/CEO, Strategy Lead, Spherical Communications Media publications are no longer the owners of editorial content. This talk will explore examples in travel and hospitality of successful digital marketing that starts with a foundation of story based content and builds into influencer marketing, social media network development and increased brand visibility.

Business

W H Y B R A N D - O W N E D E D I T O R I A L ?
A CROSS PLATFORM FOUNDATION
GOING BEYOND PRODUCT
PRODUCT DISCOVERY, SHARED MEDIA
BRINGING PEOPLE BACK TO WEBSITE
INTERACTION BEYOND POINT OF SALE
INCREASE LOYALTY
CONNECTING WITH SPECIFIC TARGETS
PRODUCT IN CONTEXT OF EXPIRIENCE
@ADWAL

E X A M P L E : R O G E R S M I T H H O T E L
A PEOPLE-CENTRIC APPROACH TO DIGITAL
@ADWAL

EXAMPLE: ROWNYC BLOG
CONTENT TO ATTRACT NEW TARGETS
@ADWAL

E X A M P L E : R E F I N E RY H O T E L
INTEGRATED DIGITAL APPROACH
MOVING TO DYNAMIC ACTIVE CONTENT
OPPORTUNITY OF PHOTOGRAPHY
COMMUNITY AND CONTENT - INSTAGRAM
BEYOND PRODUCT, HOTEL AS LIFESTYLE
PRODUCT IN CONTEXT OF EXPIRIENCE
@ADWAL

EXAMPLE: INDEPENDENT COLLECTION
EXPIRIENCE BEYOND THE HOTEL, A NEIGHBORHOOD FOCUS
@ADWAL

The website was amazing! It had a blog type feel that made
me forget I was on a hotel website. Easy to navigate, help my
interest, great information about what was around D.C. for all
kinds of entertainment. Overall very positive experience.
Capitol Hill Hotel Customer – September 12, 2014
@ADWAL

EXAMPLE: PAT ’ E PALO RESTAURANT
BUILDING WORD OF MOUTH THROUGH NETWORK MAPPING
@ADWAL

TAKE-AWAYS
CONTENT STRATEGY IS CROSS PLATFORM
FINDING WAYS TO CONTECT PRODUCT TO
PEOPLE WITHOUT PUSHING PRODUCT
MOVING TO ACTIVE CONTENT
ATTENTION TO CUSTOMERS EXPIRIENCE
IT’S ABOUT PEOPLE
@ADWAL

@ADWAL
ADAM J WALLACE
ADAM@SPHERICALCOMMUNICATION.COM
@ADWAL

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