Marketing Strategies: What’s working and what’s new? Sponsored by Moderator: Jennifer Close, Senior Marketing Specialist, Peabody Essex Museum Panelists: Alexis Merry, Marketing Manager, DoubleTree by Hilton Boston North Shore Julia Claire Campbell, MPA, J Campbell Social Marketing  

Social Media in 2017 FUN FACTS: 91% of retail brands use 2 or more social media channels Only 20 Fortune 500 companies actually engage with their followers on Facebook, while 83% have a presence on Twitter 78% of people who complain to a brand on Twitter expect a response within an hour TIPS: Don’t let the options overwhelm you Do your research & choose the best for your organization Do what you can - Don’t have a presence on a channel unless you have the time to engage with your followers

Choose Your Influencers BLOGGERS – A RECIPE FOR SUCCESS! Research & find the right blogger for you Negotiate deal points and confirm expectations Anticipate and exceed the blogger’s expectations from their stay/visit – offer a unique/new experience Communicate to your team and make sure they’re aware of the goals of the visit Send a reminder to your blogger & team in advance of the visit During the blogger’s visit, monitor social channels – and where appropriate engage After the visit – send a follow up thank you and encourage further questions TIP: ONCE YOU HAVE FOUND YOUR INFLUENCERS – RESEARCH AND MAKE SURE THEY FIT YOUR ORGANIZATION’S NEEDS AND HAVE THE AUDIENCE YOU ARE TRYING TO REACH

Harlem Lovebirds Reached over 5,000 fans in 4 days Of note: That 5,000 was the perfect target audience for CoCo Key

Cape Cod Moms With posts on Facebook, Instagram and YouTube, Cape Cod Moms reached over 3,000 target audience fans for CoCo Key.

KidTripster.com

Responding to Customers Fault: Talking about whether or not it was the business’ “fault” or the customer’s “fault” sounds defensive and off-putting. Policy: Telling customers that circumstances are based on a "policy" sounds inflexible and uncaring. Blame: Using "blame" in a reply to a customer sets up a counterproductive right vs. wrong scenario. Department: “Department” emphasizes the operating structure of the company, which is not something relevant to the customer. Our: When using the word "our" the person replying to the customer is speaking on behalf of the collective business. This lacks humanity and a personal touch. Misunderstanding: “Misunderstanding" emphasizes that somehow the customer made an error or was unable to fully grasp key information. Try: “Try" sets up an incomplete, open-ended, sequence of events such as "We'll try to do better next time." If: "We're sorry IF you were disappointed in your stay with us" is common phrasing. The company already knows the customer was disappointed - that's why they left a negative comment or review. Much better phrasing is "Your stay was less than perfect. I'm so sorry that happened.” But: Don't say "We'd like to offer you a refund, BUT our policy prohibits us from doing so." Instead say, "I cannot give you a refund. I CAN offer you…” Per: Too formal, not human, and totally unnecessary. Just: "I JUST called to say I'm sorry" is a good song lyric and a decent customer response. It would be better as "I called to say I'm sorry.“ Consider: "We'll CONSIDER your suggestions..." can easily be interpreted as dismissive and insincere. Seems: “Seems" is a word used when trying to interpret or make sense of something. It is clear that the customer had a bad experience, because they complained about it.