1. Hilton Marketing Leaders Training
Overview

2. 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

3. 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

4. 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, , analytics)
No Cost Opportunities
Paid Media & Opportunities
2017 Budget Guidance

5. Paid Media & Opportunities
No Cost Opportunities
Paid Media & Opportunities
Brand Dynamic Solo Marketing
HHonors Monthly Statements & Travel and Destination Specials Newsletters
Transactional s
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)

6. 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.***

7. 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

8. 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

9. 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

10. 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