Entry Form. When your submission is ready, please rename this file to match the title of your entry and upload it here:

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1 Entry Form Name Title Company name address Phone number Mailing address Entry Process Please submit your written entry as one PDF document. Include links to any pertinent sites, videos, or other media you wish the judges to take into consideration. You may upload photos as well, but please make sure their filename matches that of your document so the judges know that they go together. When your submission is ready, please rename this file to match the title of your entry and upload it here: sohosubmit If you have any questions along the way, please contact or

2 Please fill out one of the following sections, depending on whether this entry is for a brand or an individual property: Brand Information Number of properties Total number of guest accommodations systemwide Headquarters Target demographic Brand identity or mission statement Size of social media team (employees whose job functions primarily involve social media) Property information Number of guest accommodations OR Location Target demographic Describe the property in 25 words or fewer Size of social media team (employees whose job functions primarily involve social media)

3 Title of entry Please click the category for which you want this entry considered: Best Facebook Page Beyond the Like. Sure, we need to know how many fans your page has and the type of growth it s seen. But tell us more! Does your page provide relevant content that s of value to your fans? High levels of engagement? Customer Service? Does your page s voice match the spirit of your hotel or brand? Best Twitter Account What are your goals for your Twitter account? Customer Service? Media outreach? Travel agent relationships? Have you developed unique and ongoing content, live events, or other programs on this platform that have generated successful results? We resisted the urge to create a best hashtag category, but if you ve used one or more to your benefit, let us know! As with Facebook, take the judges beyond follower numbers alone. Best Use of Foursquare Check-in with our judges, and let them know ways in which you have utilized this platform on behalf of your hotel or hotel brand. Compelling tips? Rewards for checkins, from upgrades to loyalty points to free drinks? We value your creativity and experimentation. Best Use of Digital Video Perhaps your video was designed for a branded YouTube channel or embedded in your blog. Maybe you created it in support of a Facebook promotion or to post via Google+. What were your goals in creating this video and how did it help you achieve those goals? We would love to see it, of course! (We ask you to limit submissions to segments of 5 minutes or less, even if this is a portion of a longer video). Best Use of Emerging Social Media Platforms Ok, so Google+ is more than emerging right now, and Pinterest has caught fire, but we ve got to name these categories something! Let us know how you ve leveraged these programs to connect with guests (and prospective guests). For that matter, if you ve created a consumer-facing campaign via LinkedIn that s proved effective (and yes, we know LinkedIn has really emerged) please enter it here. Best Facebook Sweepstakes, Contest or Promotion Tell us your goals for the sweepstakes or contest and how you executed the campaign. Was it supported with advertising? Did fans have the option of voting? Did they share their entries with friends? What made this effort unique? Best Twitter Sweepstakes, Contest or Promotion Tell us your goals for the sweepstakes or contest and how you executed the campaign. Was it supported with advertising? Did followers have the option of voting? Did they share their entries with friends? What made this effort unique? Best Reputation Management: Social Media TripAdvisor comes first to mind in this category. Have you responded quickly and effectively (to positive and negative posts)? Turned any complainers into brand ambassadors? However, feel free to enter this category by describing your success with reputation management on any platforms that you wish. Best Blog Creepy Ghosts (we stole that) need not apply! Is your blog authentic to its author(s)? Oh, all right, is it largely authentic to its author? Have you posted frequently with engaging, relevant content? Tell us your goals for this blog and your measures of success, and as always your spirit of experimentation is valued and admired. Best Facebook Ad Campaign What were your goals for the campaign? Whom did you target? (by geography, by profile keywords, something else?) Was this a traditional Facebook ad or Sponsored Story? Best Integrated Digital Campaign Enter a campaign that rolled out across at least two social platforms (yes, your website counts) or even more. This might be a promotion, an awareness building campaign, or even a direct-sales or customer service effort that encompassed social platforms, website content, perhaps even app development.

4 Written submission Please compose a written description of the social media program with a maximum of 400 words for each of the three sections below. Goals and Situation Analysis: What objectives did this social media program hope to address and were specific target goals set? What was the status of your social media program at the start of the campaign? That is did the campaign require the design and launch of a new Facebook page or Twitter account, for instance, or improvements/new content to existing platforms? Strategy and Tactics: What was your strategic approach in designing the program and what specific tactics did you utilize to achieve the desired outcomes? Was the program executed in-house or via an agency, or a combination of both? What time period did the program encompass? Share an approximate budget range for the program, if available. (Continue)

5 Written submission (Continued) Results: Did the program meet or exceed the objectives set out for it? And yes - what was the return on investment? Include subjective measures of success if you wish (including increased guest loyalty, awareness, engagement, etc.) but also include any available statistical measurements, from increased likes or Twitter followers, to engagement metrics, number of check-ins, ad reach, etc. How did you monitor and report on the campaign? Collateral materials Entries must include at least one content sample(s), such as: Links to social platform pages and profiles; screenshots; video clips; images; monitoring reports. There is no limit to the number of links that may be submitted, but a maximum of 5 screenshots, and 2 images (3MB max each) or links to 2 video clips (maximum length 5 minutes) are permitted. (You will upload files later in the process. Enter links in the box below.) Entry Process Include links in text box above to any pertinent sites, videos, or other media you wish the judges to take into consideration (see above). You may upload photos with your completed written entry, but please make sure their filename matches that of this document so the judges know that they go together. When your submission is ready, please rename this file to match the title of your entry and upload it here: If you have any questions along the way, please contact dfriedland@hotelsmag.com or jweinstein@ hotelsmag.com.