Hilton Marketing Leaders Training Overview

Who was there? B2B Marketing eCommerce Social Media Resources Provided B2B Marketing Tina Blanchard eCommerce Kristina Turner Social Media Lindsey Holzer Brand Public Relations Emily Montgomery Brand Marketing Margaux Genin Curio Training One Sheeter Doubletree Marketing Checklist Hilton Training One Sheeter All Brand Session deck Curio breakout deck Doubletree breakout deck eCommerce deck Hilton breakout deck

B2B Marketing Property To-Do’s What was shared Keep a lookout for HiltonNOW announcement for meetings.hilton.com Visit B2B Marketing Resource Center for materials that will help your property drive group business Discuss your Cvent options and see what changes you can make to win more business What was shared Meetings.hilton.com will be revamped and relaunched in 2017 B2B Marketing programs have generated $750 million in potential opportunities including over 8,000 RFPs Approximately $23 million in revenue has been realized Cvent marketing programs provide multiple opportunities to generate RFPs (Diamond listings, Suggested Ads & RFP Showcase) B2B Marketing Resource Center The Lobby-Global Sales-B2B Marketing Resource Center

eCommerce Property To-Do’s What was shared Do you know your eCommerce manager? If not, do some research and find out who is assigned to your hotel. If so, make sure you are participating in your quarterly calls and receiving your quarterly social media scorecard Review No Cost Opportunities in eCommerce deck Review Paid Opportunities in eCommerce deck Alert eCommerce manager of upcoming need periods Areas eCommerce handles (SEO, digital acquisition, content, social media, email, analytics) No Cost Opportunities Paid Media & Opportunities 2017 Budget Guidance

Paid Media & Opportunities No Cost Opportunities Paid Media & Opportunities Brand Dynamic Solo Email Marketing HHonors Monthly Statements & Travel and Destination Specials Newsletters Transactional Emails Group Offers Google Business-Special Offers CVB & DMO Placements TripAdvisor Social Media Search Engine Marketing (SEM/PPC) Display Marketing Paid Social-Brand Level Metasearch HA (Google Hotel Ads) Textlinks Newsletters (TravelZoo) DR Media Paid Media (Sherman’s Travel, TripAdvisor, TravelZoo, Yelp, Kayak)

Paid Media & Opportunities (con’t) Paid Search-Ancillary Campaigns Topping-Up Digital Media Paid Search-Top-Up Campaigns Metasearch-Top-Up Campaigns ***See the eCommerce presentation for more details on all of these opportunities. Your Hilton eCommerce Manager can answer any questions about these opportunities and help you devise a plan to effectively implement for your property.***

Social Media-All Brands What was shared Property To-Do’s Legal & Ethics Expion Hilton Social Hub Working with Influencers Content Best Practices Community Management Best Practices Read through Legal & Ethics section Visit Hilton Social Hub for training, Expion access, weekly newsletter, SMC checklist Read Content & Community Management best practices; work into social media strategy

Social Media-Hilton Brand Brand Strategy-Primary Platforms Facebook-create & boost video content, use channel’s targeting tools to reach audience with precision, pull back on content creation and harness as an ads platform for direct response campaigns Twitter-have real conversations with real people, actively engage with consumers, address customer service opportunities, share news, headlines, updates and announcements Instagram-instead of making content look authentic-make authentic content, launch an Instagram experience that mimics a mini-publication with a distinctive, editorial feel; use influencers to bring their POV, aesthetic and audience along for a journey with HH&R Snapchat-testing snap ad videos & resort geo-filters

Brand Public Relations What was shared Property To-Do’s Global Media Center-property profiles, how to submit press releases for approval, back of house box Filming & Entertainment Guidelines Issues Communications Tips Press Release Coverage Earned Media Coverage Press Trips Check property profile on Global Media Center; back of house box is accessible by typing ‘mobley’ on any GMC Visit news.hilton.com or news. doubletree.com and sign up for media newsletter from Hilton See “Put PR in Action at Your Hotel” section of presentation Submit press releases through GMC to be included on your property profile

Brand Marketing Property To-Do’s What was shared Update images in HiltonART Share directory update with F&B and operations Don’t get too excited about digital directory See if expiring videos are being used on any property channels; if yes, remove by expiration date See tips on photography and writing/tone of voice Brand consistency creates recognition, familiarity & trust Use brand approved templates when possible HiltonART is becoming marKIT Photography + Messaging = Great Content In Room Directories are changing- directory & in room dining menu are becoming one piece Digital Directory package is in the works