Marketing

Partnering for Success: Bill Rancic and Marriott International Join Forces to Engage The Next Generation Traveler

In September 2014, Marriott International launched Marriott’s new Content Studio, taking this global enterprise to the next level. The studio, led by David Beebe, VP Global Creative and Content Marketing at Marriott International, is part of their digital marketing strategy, and it is designed to generate engaging and trustworthy content that will attract travelers to experience their vacation the Marriott way. Through entertaining short movies, (Two Bellmen and French Kiss – each with over 5 million views on YouTube) social media, influencer partnerships and captivating online content, Marriott has seen its booking rates and social media channels soar.

This year, keep Marriott on your radar – the company has signed an exclusive developmental deal with Bill Rancic, Entrepreneur, Author and Winner of the 1st Season of the Apprentice – and this is content you won’t want to miss. The developmental deal consists of two projects. The first is a travel documentary of Bill Rancic and his family as they travel throughout Venice, Italy, exposing viewers to the city’s culture, sights and exquisite delicacies, making their way to the JW Marriott Venice Resort & Spa on the private island of Isola delle Rose. The second is a six-part digital series of Rancic traveling through America and helping out small businesses and restaurants gain success. Both of these projects will premiere in the fall of 2016 and will be distributed exclusively on Marriott-owned channels including digital video platforms, Marriott.com, in-room and partner channels. Further, as production is underway, both Rancic and Marriott will share behind-the-scenes content to include viewers and make them a part of the journey.

From September 25th – 27th 2016, both David Beebe and Bill Rancic will be at theDigital Marketing Leadership Institute, taking place at The Ritz-Carlton Golf Resort in Naples, Florida. Beebe will be leading a discussion on M Live: Marriott International’s Global Social Media and Real Time Marketing Command Centers around the world. He will be sharing the story of how M Live came to be, the strategies the team uses to leverage technology and data to engage consumers, ROI and winning content for social media. Rancic will be keynoting, “How to Succeed in Business and Life” and will share the lessons he learned through his business experiences and how he got to where he is today.

Don’t miss out on the chance to be front row as these two hit the stage on Sunday September 25th at the Digital Marketing Leadership Institute. Join the Digital Marketing Leadership Institute group here on LinkedIn to request your invite to collaborate with S/VPs of Digital Strategy, S/VPs of Digital Marketing, VPs of Global Marketing, Chief Marketing Technologists, and Chief Digital Officers like yourself, through innovative roundtable discussions, interactive think tanks, private business consultations and fun networking functions. Digital Marketing Leaders from Philips, 3M, Intel, Sun Life Financial, People’s United Bank, and Toshiba will be there - join the inner circle and secure your seat at the table today.

Is Your CEO on Social Media?

Throughout your career as a digital marketing leader, you’ve probably been tasked (at least once) with adding another layer to your role that wasn’t part of your job description: proving to your CEO that their personal involvement in social media is crucial to the success of the business. With only 30% of CEOs and Executive Heads on social media, it’s time you schedule lunch with the C- Suite and get them online.

As digital marketing continues to become an integral part of a company’s success, CEOs know that in order to stay relevant, their brand must have an online presence and a digital media team to keep the conversation flowing. However, what CEOs may not realize is that having a personal social media presence is an effective addition to a digital media strategy that will greatly improve the company’s reputation.

Share these 3 reasons with your CEO to show them why their social media presence is valuable:

  • Above and Beyond (Virtual) Customer Service

When a customer has a complaint about a product or service, they want their concerns to be addressed immediately. Instead of waiting on hold to speak to one (or more) customer service representatives, people are going straight online to share their experience on the company’s social media profiles, on their personal accounts and/or on a Google or Yelp review. While it’s necessary for the brand to take action and respond to the issue, imagine how important a customer would feel if the CEO of the company also took the time to address the issue. Showing your customers a C-Level executive is involved in their experience will prove the company genuinely cares about their reputation. Similarly, if a customer offers praise online, a thank you from both the brand account and the CEO will show quality customer service.

Further, A CEO responding to users’ comments is a great way to grow the company’s customer base. When someone is looking for a new product or service, they will often check online reviews or the company’s social media accounts to check its legitimacy and see how they respond to feedback. When they see that a busy CEO generates conversation with their customers they are more likely to trust the business.

  • Instantaneous Digitized Information to a Wider Network

As a digital marketing leader, you are on top of the trends and are ready to share timely news with your network. Thanks to social media, sharing positive news and content about your company is instantaneous and can reach hundreds of people in seconds. With the addition of hashtags, your information gets pushed to even wider networks that will generate new followers and leads. Want to keep the conversation going? Get your CEO to re-post the content onto their own personal networks – this produces twofold results. First, your positive news will be seen by more people and will reach a large pool of C-Level Executives your CEO is connected to. Second, it will show your CEO’s commitment to the company and their pride in their employees’ hard work.  

Having your CEO on social media can also improve the recruitment process and corporate culture. When your company shares job postings on social media, they immediately reach a large, targeted audience. Having the CEO share the same information digitally will show to potential candidates that they are approachable, involved and care about finding the right candidate for the position. 

  • Increased Collaboration Between the Head of Digital Marketing and the CEO

Both the Head of Digital Marketing and the CEO have the same goal: they want the company to prosper and succeed. However, with a lack of CEOs on social media, there is a disconnect in priorities, and often the strategies to reach the same goal are misaligned. To show your CEO why their social media presence is crucial to the business, share your analytics with them. When your CEO can see and understand conversion rates, traffic and engagement through both paid and unpaid social media, they are more likely to allocate a bigger budget to your team.

To further explain your case, you can show the C-Level Suite examples of CEOs that are currently active on social media (Richard BransonJeff WeinerTim Cook) and how, with their help, the company is growing and has a high level of engagement with their customers. By sharing analytics, you can prove how together your efforts will bring the company to the next level.

Join the brightest minds in digital marketing from organizations such as Philips, Marriott International, Toshiba, and Sun Life Financial at this year’s Digital Marketing Leadership Institute. Here, you will spend 2 ½ days collaborating with your executive peers on innovative strategies to improve your digital marketing strategy and bring further success to your company.

Marketing in 2016 - Quality Content to Improve your Content Marketing Strategy

“The Biggest Trend in Marketing” is buzzing – again. With new technologies and systems being developed, marketing trends are constantly changing, causing teams to re-invent and evolve their current strategies to adapt and stay relevant. This year, CMOs and marketing leaders are paying close attention to the importance of content marketing and how they can create and push content to grow their customer base, their brand and their online presence.

When it comes to content, more doesn’t necessarily mean better. To capture your current audience and attract new customers, your goal should be quality over quantity. Collaborating with your team to create both engaging content and a strong content marketing strategy will generate win/win results – your customers will be satisfied and you will be improving your SEO and maintaining your company’s reputation.

Network, Network, Network!

User-generated content is a simple and cost-effective way to gain new customers and have authentic content. When people are looking to switch to a new brand or try a new product or restaurant, they are likely to turn to customer reviews. Instead of just hoping people will find positive reviews of your company somewhere online, use your network! Contests are a great way to get your current followers involved. For example, your company could host a social media contest and encourage followers to take pictures of themselves, tag your company and use a contest hashtag to be eligible to win a prize – for free, your brand reaches the followers of your followers, increasing your brand awareness. Further, sharing the winner’s picture or top 5 on your page shows that you are engaged with your customers and will be known as a genuine company.

Similarly, another way to leverage user-generated content is to create partnerships with a network of influencers. If possible, your company should allocate a budget to hire well-known and well-liked influencers, as people are more willing to give a new product a chance if a celebrity/influencer promotes it.

Show me a Story – I’ll make it go Viral

A viral video is like hitting the content jackpot. While it’s common to resort to skimming an article, people are more likely to watch a video in full, especially if it is captivating. YouTube is one of the largest search engines and if your current followers like what they see, they will share the video to their own networks – your video will go from being seen by your employees to being seen by millions or more.

Further, with platforms such as Snapchat, Periscope and Vine it is quick and simple to capture a short clip of content and share it to your network. With Periscope your followers can watch your experiences live and will make them feel as they are part of the journey, and Vines are entertaining and are popular for sharing. Short clips also create the opportunity to tell a story as you can create ‘episodic’ videos, enticing viewers to come back to see what happens next.

This year, the International Performance Management Institute is hosting theDigital Marketing Leadership Institute from September 25th – 27th at The Ritz Carlton, Naples FL. Here, digital marketing leaders from 3M, Unilever, HSBC and many more will come together to discuss the latest marketing trends and how to strengthen their current strategies. Don’t miss Bill Rancic keynoting the initiative speaking on "How to Succeed in Business and Life". Join the inner circle of the brightest minds in digital marketing leadership today.