Twitter clocks half-billion users: monitor

Over 500 million people are on micro-blogging site Twitter and Americans and Brazilians are the most connected, according to a study by social media monitor Semiocast released Monday.

Twitter surpassed the half-billion mark at the end of June, with the United States accounting for both the most users and largest number of "tweets" or short messages of no more than 140 characters posted on the site.

The Paris-based monitor carried out the study by analysing data like time zone, geolocation and language available for the social networking site's total 517 million accounts.

The US accounted for more than 141 million of Twitter users, with Brazil ranking second with 41 million after seeing its number rise by 23 percent since the start of the year. Japan came in third with 35 million users.

Americans also posted the highest number of Twitter messages, with 25.8 percent of all tweets hailing from the US.

Japan came second accounting for 10.6 percent of all tweets, making Japanese the second most common language on Twitter after English.

The study found Jakarta to be the most active Twitter zone, with 2.4 percent of all tweets originating in the Indonesian capital.

The popularity of Twitter continued to soar in the Arab world following the site's key role in the "Arab Spring" revolutions last year, with Arabic now the site's sixth most common language.

Source: http://news.yahoo.com/twitter-clocks-half-billion-users-monitor-085533423.html

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The Smart Hotelier's Guide to 2013 Digital Marketing Budget Planning

By Max Starkov & Mariana Mechoso Safer

Having just passed the mid-year mark, now is a good time to reflect on how events in 2012 have made a significant impact on hoteliers and how they should plan their digital marketing budgets for next year. The emergence of SoLoMo (the convergence of social, local and mobile); tablets as a distinct marketing and distribution category; new social media platforms such as Google+ and Pinterest; and ongoing Google algorithm updates that have made many hotel websites obsolete are just some of the topics that have made headlines so far this year.

This is also the perfect time to review your business goals and objectives. What did you achieve in 2012 that you would like to continue and even improve upon next year? What business goals did you not achieve? Were you often distracted by the ?next big thing? and, as a result, did you lose sight of hotel digital marketing fundamentals such as keeping your property?s SEO strategy up to date?

This article provides guidance on how to structure your budget in 2013. Next year?s digital marketing budget should focus on driving direct online bookings and achieving serious ROIs via structuring your initiatives in three main categories: ?Core? Digital Marketing Initiatives; ?Business-Need? Digital Marketing Initiatives; and Capital Investments, Strategy and Operations, including website re-designs and enhancements, day-to-day website operations, campaign management and professional development.

This Year?s Good News and Not So Good News

To start with the good news, travel demand is up. This year the hospitality industry has been enjoying a period of growth in all three key performance metrics. ?In Q2, 2012, the U.S. hotel industry?s occupancy increased 3.1 percent to 65.1 percent, average daily rate rose 4.7 percent to US$106.41 and revenue per available room was up 7.9 percent to US$69.32 (STR). Industry experts anticipate a continuation of these trends in the second half of 2012, though probably at a somewhat slower pace.

So what?s the bad news?

At a time when online travel demand is growing and hoteliers should have more control than ever over their online channel distribution strategies, and be capable of extracting maximum online revenues from local, state and regional opportunities, we are seeing the opposite.

Independent hotels are overly OTA-dependent.

Independent hotels have traditionally been easy prey for the OTAs due to lack of focus in and understanding of the economics and cost-effectiveness of the direct online channel, as well as ignorance of basic online distribution rules such as rate parity, and weak negotiating power with the OTAs. Last year, for example, more than 76 percent of online bookings for non-branded hotels came from the OTAs and just 24 percent came from the hotels? own websites (STR, HSMAI Foundation).

This isn?t to say hoteliers are not in a position to put up a fight. Rising travel demand means that OTAs? merchant commissions are already shrinking due to push back from major hotel brands and the industry as a whole. Hoteliers have realized that flash sales sites and last-minute discounters are bad for business and lead to severe price and brand erosion and loss in business in other channels. Contracts with the OTAs are up for renewal this year and the major hotel brands should be pushing for commissions below 15 percent. Independent hoteliers should not pay merchant commissions above 20 percent. Will hoteliers finally put a stop to this extraordinary leak in revenues to the OTAs and third parties?

Independent hoteliers must budget for a major expansion in their direct online channel efforts through the rest of 2012 and in 2013 if they want to decrease their over-dependence on the OTAs and the bottom-line killing flash sales sites such as Groupon, Living Social, etc., and last-minute discounters such as HotelTonight.com.

Branded hotels are overly brand-dependent.

Major hotel brands are doing a good job of brand building and online marketing at global and national levels, but simply do not have the bandwidth to cover regional, state and local markets. Branded and franchised hotels that are over-reliant on their brands? online marketing efforts are missing out on serious incremental online revenues from local, state and regional initiatives. For example, HeBS Digital has a number of very pro-active franchised hotel clients, which consistently enjoy higher revenues from their vanity websites than from Brand.com.

Hoteliers ? branded or independent ? must focus on the direct online channel. This means employing best practices in the online distribution channel and increasing direct online revenues via hotel website re-designs and enhancements; allocating funds to SEO, SEM, re-targeting, mobile marketing, etc.; and utilizing the OTAs only as part of a balanced distribution strategy.

Continuing reliance on tired and obsolete advertising formats.

Another important concern is that many hoteliers continue to rely on offline advertising media, especially print media.? Last year advertisers in the U.S. over-spent by more than $20 billion in print-media advertising while under-spending by more than $20 billion in Internet and mobile media.

Inertia from the past and lack of understanding that the travel consumers have migrated to the online, social and mobile channels are the main reasons for some hoteliers to continue to rely on offline advertising formats. Recently Starwood announced that the brand would be spending 75% of its marketing dollars in the digital space.

How Are Your Peers Allocating Their Budgets?

In the HeBS Digital?s Sixth Annual Benchmark Survey on Hotel Digital Marketing Budget Planning and Best Practices, nearly one-third of respondents planned to spend as much as 49 percent of their advertising and marketing budgets on digital marketing initiatives (including website design and optimization). For the third year in a row, ?economic constraints? continue to negatively affect digital marketing budgets more than any other reason (e.g. last year?s budget, what peers are doing, property renovations and non-marketing constraints).

The Benchmark Survey shows that hoteliers are going back to the basics and putting budget dollars into core initiatives that produce the best results and the highest ROIs. Here are the top five initiatives your peers consider of highest priority, based on how hoteliers answered to the question ?Of your total Internet marketing budget, where did you spend your money??

33.0%??? Website re-design/design

27.2%??? SEO

26.0%??? SEM (paid search)

24.3%??? Email Marketing

15.7%??? Display Advertising (banners)

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Naturally, ?fixing? the hotel website remains of paramount importance to hoteliers. Anything you do online today ? from social media to banner advertising to email marketing ? leads back to the hotel website. The results in favor of SEO and SEM show that hoteliers are paying attention to the importance of search engines for revenue generation, and how changes in the search engine algorithms affect their SEO strategies, and therefore we see an increase in budgets dedicated to SEO and Local Search.

What about all of the ?hot? initiatives like social media and mobile? Hoteliers are ranking those in the top 10 initiatives they have spent their marketing dollars on, immediately after the five ?core? initiatives mentioned above:

15.6%??? Mobile Marketing

14.0%??? Local Search/Linking

13.4%??? Social Media

12.3%??? Retargeting/Remarketing Advertising

12.0%??? Online Video

The Benchmark Survey results are supported by the overall growth in digital marketing spending by U.S. advertisers as a whole. According to a recent study published by eMarketer, US online spending will grow 23.3% in 2012 to reach $39.5 billion by the end of the year. The greatest increases in ad spending are for social media, email, and search marketing. Mobile is also seeing an increase in spend. Spending on traditional direct marketing such as direct mail, TV and radio will remain flat (eMarketer).

Building Your 2013 Digital Marketing Plan & Budget: Three Main Criteria

What line items should you include in your 2013 hotel digital marketing budget in order to drive as many revenues as possible through the direct online channel?

Your 2013 budget should take a three-silo approach and include:

1. The Core Digital Marketing Campaigns: This portion of the budget should include tried and true initiatives that have been proven to drive high ROIs. Whether they are monthly or year-round initiatives, such as SEM on Google and Bing/Yahoo, the ?Show Prices? CPC program on TripAdvisor, or ad hoc initiatives such as a tablet website, these items must be included in your 2013 budget.
2. Business-Need Driven Marketing Campaigns: This part of the budget should be based on concrete business needs for the property, not advertising driven. Taking into account factors such as seasonality, area events that tend to bring business to your hotel, or customer segment need areas (such as meeting or group planning, family travel or weddings), you can never be 100% prepared in advance for what your business needs will be. In Q1 2013, will you need more weekend bookings? Once summer arrives, will family travelers be a target segment?? Once you are able to determine your business needs, only then should you launch a multi-channel marketing campaign to achieve your goals for that quarter.

Also important to note ? with the rapid changes in our industry, one cannot always prepare for the new initiatives that may need to be placed into the budget at any moment.

3.?Capital Investments, Consulting & Operations: The line items in this part of the budget include those that are necessary to keep your website ?healthy,? such as website re-designs, enhancements and technology upgrades as well as initiatives that don?t produce direct revenue yet are essential to the success of your property, such as consulting, analytics and hosting. Scrimping on these initiatives can jeopardize the performance of all other budget line items.

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The Core Digital Marketing Campaigns & Initiatives

Search Engine Marketing (SEM):

Recommended share of the 2013 hotel digital marketing budget: 25%-30%.

There are certain digital marketing initiatives which are proven winners, no matter what the state of the industry is or what the latest trends are. An example of one of these fundamentals is SEM. The search engines still rule distribution and are still the key driver of direct online hotel distribution. This includes mobile SEM, which must link to special mobile landing pages on your mobile website.

With the search engines maintaining such an important role in the direct online channel, search engine marketing (SEM) continues to be the most efficient means of delivering a targeted marketing message via the online channel, in terms of both traffic generation and revenue production.??By following industry best practices and optimizing your campaigns on a consistent basis, you can ensure that your SEM campaigns continue to drive high ROIs.

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Search Engine Optimization (SEO): 8%-10%

The recent Google Panda updates (Panda 3.9 just launched) have raised the bar for hotel websites, demanding not only deep and relevant content on the hotel website but also unique and engaging copy.? The Google Venice update had a heavy impact on the localization of search. In summary, it means that Google will try its ?best? to serve you localized results based on your location, whether or not your search query is geo-targeted (i.e. you could type in ?hotel? and Google bases search results off of your location).

Hoteliers are also challenged to keep their hotel website consistently updated with fresh content as this significantly affects SEO. This means that budget dollars need to be allocated to keeping the website current or investing in a tool such as the HeBS Digital CMS Premium which allows hoteliers to add and edit both textual and visual content on a 24/7 basis, publish/un-publish new special offers, create packages and promotions, control the featured special promo tile on the home page, manage the photo selection on the website, and automatically push new specials and promotions to the hotel social media profiles and mobile website.

Case Study: Search Engine Revenues

In spite of all the new and trendy digital marketing initiatives and formats that overwhelm hoteliers nowadays, the good old search engines generated the most revenues for HeBS Digital?s client portfolio consisting of thousands of hotel properties.

Here is the search engine (Google, Bing and Yahoo) year-to-date contribution as percentage from the total website revenues, as of July 2012:

• SEO revenues: 32.7%
• SEM revenues: 22.9%

A robust content strategy, supported by adequate technology and marketing funds, can make all the difference and allow the hotel to maximize its revenues from the search engines.

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?Show Prices? CPC Program on TripAdvisor: 5%-10%

Take advantage of the ability to dramatically increase your visibility on TripAdvisor, the largest travel website in the world. Adding a property listing in the ?Show Prices? functionality on the hotel pages on TripAdvisor serves a dual role: on one hand it brings highly qualified online travel consumers directly to the property?s booking engine, and on the other hand this listing levels the playing field with the OTAs and provides a direct booking option to the site?s users.

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SoLoMo: 3%-4%

Bring SoLoMo (social, local and mobile) initiatives to the forefront of your hotel?s targeted digital marketing strategy. The convergence of these three content and marketing platforms allows the hotel to deliver more personalized, relevant content to existing guests and customers in real time like never before.

Local search generates 3-5 percent of total website revenues across HeBS Digital?s client portfolio. Consumers perform more than 3 billion local searches every month (Google). Google, Bing and Yahoo have placed much more emphasis on their local search business profiles, meaning that hoteliers have had to pay much more attention to the ongoing management and enhancement of these profiles or their websites would plummet in the search engine rankings.? Continuously optimizing these profiles as well as enhancing your property?s listing on the main data providers is vital to your hotel?s SEO strategy and must take precedent next year in your budget.

Local content is also the foundation of mobile content for the search engines, making it extremely important to any hotelier?s mobile website and SEO strategy.

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Mobile Website and Mobile Marketing: 7%-8%

The mobile channel has already become a real travel planning and hotel distribution channel, especially for drive-in and last-minute travel markets. The U.S. hospitality industry is experiencing staggering growth rates in leisure and unmanaged business travel bookings via the mobile channel:

2010: $99 million

2011: $753 million

2012: $1,368 million

2013: $2,155 million (PhoCusWright)

HeBS Digital?s own data shows that having a hotel mobile website generates incremental revenue through mobile and voice reservations which, without a well-optimized property mobile site with rich content, would have easily gone to the competition or the OTAs.

The question of whether a hotel or a travel supplier needs a mobile website has already been categorically answered: Mobile sites generate serious incremental bookings. The mobile web adheres to different rules than the conventional desktop Internet. Mobile users have even shorter attention spans and less time to browse than traditional desktop users. The mobile web features a number of limiting factors such as slower speeds, yet-to-be-perfected mobile browsers, smaller displays, multi-step booking and more.

The biggest mistake hoteliers make is not having a mobile site at all. Accessing a ?conventional? website via a mobile device, even the iPhone (320 x 480 pixels), often results in an undesirable user experience (the inability to find information needed) and a predictable outcome (abandoned website visits and reservations). Today?s hyperactive travel consumers rely on mobile sites that download quickly, provide short and concise textual content, minimalistic visual content and easy-to-use booking engines.

Content quality is the biggest ?must-have? for a mobile site. The Google Panda algorithm updates favor mobile websites with rich visual and textual content that is fresh, engaging and optimized for the search engines.

Having a hotel mobile website ? even if developed according to industry?s best practices ? is only the beginning. Just like with the mobile website, the mobile Web abides by different rules that require mobile Web-specific marketing initiatives.

Here are the top mobile marketing initiatives hoteliers should focus on in 2013 and beyond: mobile SEO, mobile SEM (paid search), mobile link building to the mobile site from mobile directories and sites, and local content optimization. Mobile search engines favor and predominantly serve local content; therefore, hoteliers need to optimize their local content and listings on the search engines, main data providers, and local business directories.

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Tablet Website Enhancement: 3%-5%

More and more consumers are using tablets to plan and purchase travel, and hoteliers must deliver a customized, user-friendly experience on these devices.? One in five Americans will use a tablet by the end of 2012 ? and of this growing population, more than half reported shopping on their tablets once? a week and 12 percent shopped daily (eMarketer).

Search engines and many major media sites consider tablets as a separate, distinct device category, characterized with its own unique user behavior and best practices for user experience and content delivery. According to Google?s company data, 7 percent of all searches already come from tablets versus 14 percent from mobile devices and 79 percent via desktops (Q1, 2012).

Put it in your budget to either enhance your desktop website for the touch-screen tablet environment or build a tablet-only version of the property?s website, in addition to the desktop and mobile sites, all managed via a single digital content depository-enabled CMS.

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Email Marketing: 2%-3%

The grand-daddy of all digital marketing formats, email marketing generates 3-5 percent of total website revenues across HeBS Digital?s client portfolio. Email marketing is still an essential component of the hotelier?s direct online channel strategy, and an easy and affordable way to send messages to your key customer segments.? Email marketing campaigns still generate significant ROIs for hoteliers, making this initiative a crucial line item in almost every hotelier?s budget.

Smarten up your email marketing strategy by introducing reservation recovery email initiative, and increase your opt-in list by implementing a modal acquisition capability on the website.

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Remarketing & Retargeting: 5%-10%

Online media campaigns that are not business-needs driven (more on this below) should be launched using the latest targeting capabilities, including retargeting, also known as remarketing. The Google Display Network offers the ideal symbiosis between re-targeting text ads and banner ads to target online travel consumers already familiar with your property and brand.

With these campaigns, you may target users after they leave your website. Messages are customized based on which part of the site users visited, and whether or not they made a booking. Retargeting campaigns aid in increasing brand awareness and loyalty, and move users through the purchase conversion funnel.

A recent survey by Econsultancy and Responsys showed that 70 percent of companies believe that integrating search and display had the most positive impact on their display advertising.

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Online Video: 3%-4%

Short videos of your hotel and its amenities (best practices require not a single 30-minute video, but shorter 30- to 60- second videos illustrating different aspects of the hotel product: weddings, spa, entertainment, etc.) certainly influence travel bookings.? It is now more affordable than ever to produce and showcase a video on your website. There are high-quality vendors available that will come to your property, provide a script, film videos, edit and provide to you in a usable format for your site.

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Reputation Management: 2%-3%

In 2013, there must be room in the budget for managing the property?s online reputation and presence in leading social media and review sites. Over the last few years, online customer reviews and social media have reached an unprecedented level of awareness within the hotel industry. With Google+ Local now utilizing Zagat reviews, and Bing now incorporating Yelp reviews, you are taking quite a big risk if you are not monitoring and responding to reviews.

Consider a solution such as Revinate or ReviewPro to help you manage the overwhelming amount of reviews and social media mentions you may not want to manage manually. HeBS Digital also helps clients utilize these tools effectively by providing analysis, customer intelligence, competitive benchmarking and automated reporting.

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Business-Needs Driven Digital Marketing Campaigns & Initiatives

Recommended share of the 2013 hotel digital marketing budget: 15%-25%

Business-need campaigns help the property tackle business and occupancy needs that arise because of seasonality or group cancelations, weekend vs. weekday occupancy issues, as well as needs related to any key customer segment: meeting planners, wedding planners, leisure travel, corporate travelers, etc.

Multi-channel marketing campaigns are the most effective way to address such a business need, increase reach, and boost bookings & revenue for a need period. In order to effectively build traction across multiple channels, hoteliers must first identify what the business need is and then determine an online marketing goal.

Different media channels will help you achieve different goals. The question is ? what are your property?s goals? ?Once you determine your goals it?s important to brainstorm a multi-channel campaign that utilizes the right online channels effectively and, most importantly, promotes one cohesive campaign message across these channels.

When strategizing a business-need campaign, take into consideration how the fundamentals can play a role in achieving success. For instance, should you launch an SEM campaign to promote this initiative? Would adding a section to the website build awareness and increase the SEO visibility of this campaign? Once you?ve determined the fundamentals, you can begin exploring what media channels are right for your goals and begin building your marketing plan.

A ?Business-Needs? campaign should be launched at least once per quarter. Here is an example of what a ?Business-Needs Driven? campaign might look like:

Business Issue:

Property X needs to drive leisure bookings for the upcoming month ? they just realized they are only at 60 percent occupancy!

Campaign Solution:

• Search Engine Marketing (SEM): Create a campaign with a limited time offer, package or special and drive consumers directly to the property website. Include the rate and package details in the ad copy and consider geo-targeting to drive-in markets (it may be too late to capture a fly-in market).

• Search Engine Optimization (SEO): Add several search engine optimized landing pages to your site with the details of the promotion, as well as targeting the audiences most likely to convert: weekend travelers, senior citizens, family travelers, special occasions, museum goers, etc. This will increase the overall conversion rate of the campaign since all other line items in this campaign?s budget will drive to these particular content pages.

• Online Media: Launch online media campaigns with the limited-time offer. Online media is a key touch point to increase the reach of your marketing campaigns, target key customer segments, and increase the effectiveness of other online marketing initiatives. Advertising on the Google Display Network allows you to target and refine your audience to show ads to the most relevant users. With display advertising you can reach key demographics based on interest, keywords, and other metrics.

• Email Marketing: Send an email newsletter to your opt-in list which is short, to the point and includes only the details of your limited time promotion.

• Travel Consumer Deal Alerts: send an online press announcement promoting the limited time offer. Travel writers and bloggers are ?feasting? on pro-active travel information like this one.
  • Mobile Marketing: For the right campaign, mobile marketing can effectively build traction when targeting local feeder markets, up-selling onsite accommodations such as a spa and restaurant, and increasing last-minute bookings. Launch an SMS text campaign to your mobile opt-in list with the last-minute offer. Keep in mind the immediate, hyper-local nature of mobile that allows us to reach our customers anywhere, anytime ? making this an ideal way to quickly reach potential guests with your campaign.

• Social Media: Social media is an excellent channel to virally and quickly promote your campaign, increase awareness, and engage your target customer segments. It is also a powerful tool in generating buzz, capturing customer information, driving website traffic, and ultimately helping to increase any campaign?s revenue. A Facebook sweepstakes, for example, will not only help promote your campaign, it will also increase your fan base and build your email and mobile opt-in list for future promotions.

• Interactive Initiatives: Initiatives such as contests and sweepstakes will generate buzz for any campaign. This type of initiative will also increase traffic to the site, encourage repeat visits, increase time spent on the hotel website, and ultimately increase bookings overall.

It is important to remember that by leaving room in the budget for these ?Business-Needs Driven Campaigns,? you are allowing for flexibility in your budget to actually launch initiatives that will drive ROI when your property needs it the most. Most of these initiatives will serve a dual purpose: they will quickly stimulate bookings and at the same time increase overall awareness of your property ? ultimately resulting in results beyond the life of the campaign.

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Capital Investments, Consulting & Operations

The Hotel Website:

Recommended share of the 2013 hotel digital marketing budget: 15%-25%

The explosion of the mobile and social media channels and the emergence of the new tablet channel presented a major challenge to hotel marketers: Creating and managing digital content throughout three distinct distribution and marketing channels, ?as well as publishing the hotel?s latest special offers and promotions on the hotel?s social media profiles.

Today?s hotel website needs fresh content, rich media and current promotions. The hotel?s special offers, promotions and packages need to be marketed across all channels, from the desktop website to the mobile site and social media. The hotel?s rich media assets (hi-res photos, PDFs, graphics, videos, etc.) need to be pushed to all marketing and distribution channels, including the hotel website, social media, OTAs, GDS, etc.

It is not just about having any hotel website. Most hoteliers who should have a website already have one. The question is, what kind of a website do you need today? Today the hotel website MUST:

• Accommodate new travel purchasing behavior by the increasingly hyper-interactive travel consumers
• Employ the latest website and digital marketing technology
• Handle stringent new demands imposed by the search engines (e.g. Google Panda Update)
• Generate maximum revenues from the direct online channel
• Act as the hub of the hotel?s multi-channel digital marketing efforts

Many hoteliers are mistakenly led to believe that not investing in the property?s website re-design or optimization is actually saving money. Wrong! Not investing in your website is losing money and severely damaging the hotel?s bottom line.

Your old and tired 1-2 year old property website cannot possibly meet the new requirements and most likely has dropped off the map, i.e. experienced deteriorating search rankings.

Case Study: Need for Website Content & Digital Marketing Asset Management System

There is a growing need for centralized website content and digital marketing asset management technology as hotel marketers are challenged to create and manage content; store and distribute the hotel digital marketing assets; and circulate special offers and packages, events and happenings, all through several distinct channels:

• own ?desktop? website
• mobile website
• tablet website
• social media profiles on Facebook, Twitter, Google+
• hi-res photos to the OTAs and GDSs (optional)

Obviously, hoteliers need more than just a simple website content management system (CMS) capable of adding and editing textual and visual content. HeBS Digital?s proprietary CMS Premium offers all of the above capabilities and acts as a centralized web content and digital marketing asset management system and was specifically developed to accommodate the Google Panda and ?Freshness? updates by allowing hotel marketers to maintain fresh content on the hotel website.

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Consulting: 8%-10%

The HeBS Digital?s Sixth Annual Benchmark Survey showed that there was also an increase in budget dollars (19.9%) going toward the services of an outside Internet marketing agency, showing that hoteliers recognize the speed at which our industry progresses and the need to work with dedicated, experienced professionals in this area to stay on top of trends and achieve high ROIs.

Work with a full-service hotel digital marketing firm that will actively help you create and manage a budget that makes the most sense for your property. This firm should also teach you the latest trends and best practices so you can achieve high ROIs and incremental revenue growth.

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Website Operations: 2%-3%

A small yet necessary budget for website hosting and maintenance needs to be included in the budget. Website maintenance may not always be planned. For instance, this year?s Americans with Disabilities Act update meant that every hotel website needed to be updated to include their ADA amenities and services, including a landing page describing ADA-friendly accommodations. You may also avoid the need to pay for website updates by investing in a CMS solution that not only allows for total control over the hotel website, but also functions as a centralized digital marketing asset depository and dashboard to store, manage and distribute all of the hotel?s digital marketing assets.

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Analytics & Campaign Tracking: 2%-3%

There is no such thing as a free lunch. A leading analytics tool such as Adobe?s Digital Marketing Suite powered by Omniture allows hoteliers to effectively measure the results of their digital marketing efforts. This in turn allows for the necessary and quick shifts in marketing funds from less effective marketing campaigns to campaigns with higher ROIs.

In summary, here is a quick snapshot of how you should allocate your 2013 digital marketing budget:

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Budget Line Item	% of Budget to Allocate
Core Initiatives	?
SEM	25%-30%
SEO	8%-10%
?Show Prices? CPC Program on TripAdvisor	5%-10%
SoLoMo	3%-5%
Mobile Website & Marketing	5%-8%
Tablet Website	2%-3%
Email Marketing	2%-4%
Online Video	2%-4%
Remarketing & Retargeting	4%-8%
Reputation Management	2%-3%
Business-Needs Driven Campaigns	?
Multi-Channel Initiatives to Tackle? Concrete Business Needs	15%-25%
Capital Investments, Consulting & Operations	?
Website Re-Design+ CMS Technology Upgrade	15-25%
Consulting & Campaign Management	8%-10%
Web Analytics & Campaign Tracking	2%-3%
Website Operations	2%-3%

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Conclusion

In 2013, the hotel?s digital marketing budget should be separated into three silos. The core of the budget should focus on the fundamentals of hotel digital marketing that drive serious ROIs; there should be a budget allotted for specific business needs and unforeseen challenges; and a portion needs to be set aside for capital projects such as website re-design and enhancements, consulting and campaign management, and day-to-day website operations and professional development.

Keep in mind that while the industry is enjoying growth in all three key performance indicators, the economy still remains a factor when planning the 2013 budget. That means that the digital marketing budget must remain somewhat flexible (depending on business needs and campaign results) and that every dollar must be spent wisely, taking the dynamics of the marketplace and the industry?s latest best practices into account.

Partner with a digital marketing firm that tackles its clients? challenges and celebrates successes as if they were their own. A firm that works extra hard to deliver ROI on every dollar, focuses on initiatives that drive ROI, and helps hoteliers transform their Internet presence into their hotel?s most effective distribution channel.

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About the Authors and HeBS Digital

Max Starkov is President & CEO and Mariana Mechoso Safer is Vice President, Marketing of HeBS Digital, the hospitality industry?s leading full-service digital marketing and direct online channel strategy firm based in New York City (www.HeBSdigital.com). Margaret Mastrogiacomo, Senior Manager, Interactive Media & Creative Strategy at HeBS Digital, also contributed to this article.

HeBS Digital has pioneered many of the best practices in hotel Internet marketing, social and mobile marketing, and direct online channel distribution. The firm has won over 200 prestigious industry awards for its digital marketing and website design services, including numerous Adrian Awards, Davey Awards, W3 Awards, WebAwards, Magellan Awards, Summit International Awards, Interactive Media Awards, IAC Awards, etc.

A diverse client portfolio of top-tier major hotel brands, luxury and boutique hotel brands, resorts and casinos, hotel management companies, franchisees and independents, and CVBs are benefiting from HeBS Digital?s direct online channel strategy and digital marketing expertise. Contact HeBS Digital?s consultants at (212) 752-8186 or success@hebsdigital.com.

Tags: digital marketing budget, direct online channel, hotel internet marketing, internet marketing strategies, SEO, SoLoMo

This entry was posted on Tuesday, July 31st, 2012 at 9:20 am and is filed under Best Practices, Direct Online Channel, HeBS Articles & Publications, HeBS Digital, Mobile Marketing, Search Engine Marketing, Search Engine Optimization, Social Media & Web 2.0, The HeBS Perspective, Website Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Source: http://www.hebsdigital.com/blog/the-smart-hotelier%E2%80%99s-guide-to-2013-digital-marketing-budget-planning/

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Helpful Tips For Building Up Your Muscles : Premier Diet and Fitness

Posted by haleyjonas on Monday, July 30, 2012 ? Leave a Comment?

Building muscle is something that everyone can do. While you may think you?re incapable, everyone can use simple techniques to build muscle mass. The key is to learn about the most important aspects of muscle building by taking advantage of all available information. Here are some of the best ways to build muscle.

TIP! Make sure that you are consuming the right amount of calories each day. There are a number of online calculators that you can use to determine caloric needs dependent on your goals.

Recognize that the requirements of serious muscle building and intense cardiovascular exercise (such as marathon training) are not compatible. Although cardio can help improve your general physical health and fitness, it can negate the effects of strength training exercises. The best way to build your muscles effectively is by concentrating on a strength-training routine.

TIP! Consume protein-rich foods, such as meat or dairy, both before and after you work out. A good idea is to consume 15 grams of protein before your workout and another 15 grams of protein after your workout is completed.

Building muscle does not necessarily mean that you will appear ripped. Many routines will tone your muscles without bulking up. If you desire extremely large muscles than you will eventually probably need some supplements in addition to your diet and workouts.

TIP! Be sure you set some realistic goals for yourself. If you are hoping to do a three-hundred pound squat before your fourth week is over, you are only setting yourself up for disappointment and possibly an injury! Once you discover how strong you are, you can aim for gradual improvements in every routine.

Try including plyometric exercise into your routine. These particular exercises let your body develop the fast-twitching muscle fibers that encourage growth of muscle mass. Like ballistic exercises, plyometrics require explosive movements. For example, when you?re doing plyometric push-ups, you let your hands jump from the floor to explode as high as possible.

TIP! You must always remember to stretch for 10 minutes before starting a routine for weight lifting. That will help you avoid injuring your muscles, because stretching warms up your muscle groups before they need to lift something heavy.

TIP! Train yourself to keep going until you cannot complete the set. If you never reach a point where your targeted muscles cannot finish a rep, then it?s likely that you won?t experience maximum muscle growth.

A good muscle building diet includes plenty of protein. Protein synthesis is how your body sets aside excess protein for muscle building. It is in this process that muscles grow larger and stronger. Many types of food are rich in protein, including chicken, fish, pork and beef.

TIP! Compound exercises are an easy way for you to get consistent muscle growth in all areas of your body. Compound exercises work more than one muscle group at once.

Remember carbs when you want to build muscles. Carbs are vital for energy so that you can last an entire workout, and if you do not get enough, your body converts your stored protein for energy instead. If you take in enough carbs, your body will function at a higher level during workouts.

TIP! Don?t overexercise ? only workout three or four times per week. If your workouts are providing an appropriate challenge, then your body is going to need restful periods to repair and recuperate in between exercise sessions.

Keep the ?big three? in mind and incorporate them in your exercise routine. These mass building exercises include dead lifts, bench presses and squats. These exercises not only add bulk to your muscles, but they improve your strength and condition your body as well. Do some variation of the ?big three? exercises regularly.

TIP! Make sure your diet fits in with your training routine. You need to do things like increasing protein and avoiding foods rich in fat.

Muscle building will be easier if you dedicate yourself to success. Use the advice in this article to build on the workout plan you are already following, and you will find that it is easy to keep it up. The combination of solid information and proper technique equals quick and effective muscle growth

TIP! If bulking up is appealing to you, then concentrate on squatting, dead lifting and bench presses. Those are movements that will allow you to achieve fitness more rapidly, and continue to build muscle.

Source: http://pdfbox.org/helpful-tips-for-building-up-your-muscles/

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Budget Nomad: Reader Humor

I get many comments like this one, where some post is highly praised, only because they really want me to link back to their website. For the most part, the comments center on my outstanding writing, hoping flattery will get them somewhere. I generally mark them as spam and delete them. This one, however, had a twist of irony to it, since the writer talks about "brain dead", but still seems to think I will not see through a comment to a New Year's Eve post as yet more spam.

Here you are Anonymous, I am reprinting your post. Sorry if I misplaced the link you wanted included.

?

Anonymous has left a new comment on your post "New Year's Eve":

I rarely drop comments, however after looking at a few of the responses on "New Year's Eve".
I do have a few questions for you if it's okay. Is it just me or do a few of these remarks look like they are coming from brain dead individuals? :-P And, if you are writing on additional online sites, I would like to keep up with everything fresh you have to post. Could you list of all of your public pages like your linkedin profile, Facebook page or twitter feed?

Pin It Now!

Source: http://budgetnomad.blogspot.com/2012/07/reader-humor.html

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AJ or Charlie Sheen: Who should Daniel Bryan worry about more?

All WWE programming, talent names, images, likenesses, slogans, wrestling moves, trademarks, logos and copyrights are the exclusive property of WWE, Inc. and its subsidiaries. All other trademarks, logos and copyrights are the property of their respective owners. ? 2012 WWE, Inc. All Rights Reserved. This website is based in the United States. By submitting personal information to this website you consent to your information being maintained in the U.S., subject to applicable U.S. laws. U.S. law may be different than the law of your home country. WrestleMania XXIX (NY/NJ) logo TM & ? 2012 WWE. All Rights Reserved. The Empire State Building design is a registered trademark and used with permission by ESBC.

Source: http://www.wwe.com/shows/raw/2012-07-23/should-daniel-bryan-worry-about-aj-or-charlie-sheen

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Reds?defeat Rockies for 9th straight win

Associated Press Sports

updated 12:03 a.m. ET July 29, 2012

DENVER (AP) - A show of power from his teammates helped Johnny Cueto get through a rough start.

Cueto shook off his early struggles to pitch effectively for six innings, Ryan Ludwick hit two of the Reds' five home runs, and Cincinnati won its season-high ninth straight by beating the Colorado Rockies 9-7 Saturday night.

Scott Rolen, Drew Stubbs and rookie Todd Frazier also homered for the NL Central leading Reds, who have gone 13-2 since the All-Star break and hit a high-water mark for the season at 20 games above .500 (60-40).

The winning streak is the longest for the Reds since a 10-game run in 1999.

"It was not an easy night, but I really liked the way they worked today and I love what happened" Cueto said of his offensive support. "They came in and did really well."

Consider it payback for what is shaping up as a standout season for Cueto.

"He can't throw zeroes up every time, even though he is really good," Ludwick said. "If he's not in the Cy Young talk now, there's something wrong. He's tied for the league lead in wins now. He's up there."

Cueto (13-5) allowed 10 hits and five runs, including three in the first inning, and twice had errant pickoff throws but managed to keep the ball in the park at hitter-friendly Coors Field to win his fourth consecutive decision. He struck out three and walked two and worked out of a two-out, bases-loaded jam in the sixth by inducing Dexter Fowler to ground into a forceout.

With two out and two on in the eighth, reliever Sean Marshall struck out Carlos Gonzalez. Aroldis Chapman pitched the ninth, stranding two base runners by fanning pinch hitter Andrew Brown for the final out for his 21st save in 25 chances.

"I never feel comfortable in this ball park," Reds manager Dusty Baker said. "It's a tough park to pitch in, a tough place to manage in."

But there's no arguing with the Reds' recent success.

"We just accept it and keep running with it," Baker said. "You don't think about how you're doing it. You don't think about how long you've been in it, and you don't think about when it's going to stop. You just come out and expect to win every day."

Michael Cuddyer connected for his 15th homer of the season, a two-run shot in the seventh off reliever Jose Arredondo that made it 8-7. Ludwick added another run for the Reds when he led off the eighth with a homer off Matt Belisle, his second of the night for his third multihomer game of the season and 15th of his career.

Rockies pitchers were tagged for a season-high five homers, including three off starter Christian Friedrich (5-8). He went 4 1-3 innings and allowed seven runs overall on six hits.

"It's always something different," Friedrich said. "Tonight, I felt I was lacking control and firing it in the zone for the most part. But I can't just go up there trying to fill up the zone, throwing pitches up in the zone, whether they're strikes. You got to keep the ball down."

The Rockies got out to a 3-0 lead in the first on Gonzalez's two-run double and Todd Helton's sacrifice fly.

Ludwick and Frazier each hit solo shots in the second and Stubbs' third-inning homer evened the score at 3-3.

The Rockies regained the lead in the bottom of the third. Josh Rutledge singled, took second when Cueto threw wildly to first in an attempted pickoff, and moved to third on Gonzalez's single before scoring on Cuddyer's double-play grounder.

Frazier singled to start Cincinnati's four-run fifth. Ryan Hanigan walked and Cueto advanced them with a sacrifice before Zack Cozart's single tied it again. Stubbs put the Reds back on top with a single to left that chased Friedrich. Josh Roenicke relieved, and Brandon Phillips greeted him with a two-run double to the center field wall.

After Fowler scored on a fielder's choice by Gonzalez that pulled the Rockies to 7-5, Rolen led off the sixth with his fifth home run of the season.

NOTES: The Rockies recalled INF Tommy Field from Triple-A Colorado Springs to fill the roster spot left vacant by Friday's trade of INF Marco Scutaro to the San Francisco Giants. ... Rockies RHP Jhoulys Chacin, who has been on the disabled list since May 2 with a shoulder inflammation, is scheduled to throw 45-50 pitches Sunday for Class A Modesto in his first rehab start. ... Frazier's 11 homers are the second most by a Reds' rookie third baseman, matching Chris Sabo's total in 1988. Grady Hatton hit 14 for the Reds in 1946. ... Gonzalez went 2 for 4 with 3 RBIs for his 37th multihit game of the season. He has a career-high 27-game hitting streak at home. ... Cueto has had three streaks this season of at least four consecutive wins.

? 2012 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Ciriaco's gift triple lifts BoSox

??Curtis Granderson misplayed Pedro Ciriaco's ninth-inning flyball into a go-ahead triple, and the Red Sox beat the Yankees 8-6 after Mark Teixeira had tied the score with a two-run homer off nemesis Vicente Padilla.

Hot White Sox defeat slumping Rangers

ARLINGTON, Texas (AP) - Adam Dunn hit his major league-leading 31st home run, Philip Humber pitched six solid innings and the Chicago White Sox won their fifth straight game by beating the Texas Rangers 5-2 on Saturday night.

Source: http://nbcsports.msnbc.com/id/48377648/ns/sports-baseball/

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Pakistan unrelenting in demanding drone strike end

ASPEN, Colo. (AP) ? Pakistan's ambassador to the United States says her country will not relent from demanding that the CIA end its drone strikes.

In a debate with White House war adviser Douglas Lute at the Aspen Security Forum, Sherry Rehman said drone attacks have damaged al-Qaida but are now only serving to recruit new militants.

"I am not saying drones have not assisted in the war against terror, but they have diminishing rate of returns," Rehman said by video teleconference from Washington.

With Pakistan's spy chief, Lt. Gen. Zaheerul Islam, expected to hold his first meeting with CIA Director David Petraeus at CIA headquarters in Virginia next week, the ambassador said, "We will seek an end to drone strikes and there will be no compromise on that."

Lute would not comment on the drone program. U.S. officials have said privately that it will continue because Pakistan has proved incapable or unwilling to target militants the U.S. considers dangerous.

A long-sought U.S. apology to Pakistan over a deadly border incident cleared the way to restart counterterrorism talks. In addition to the end to drone strikes, Pakistani officials say they will ask the U.S. to feed intelligence gathered by the pilotless aircraft to Pakistani jets and ground forces so they can target militants.

While neither side expects much progress, officials from both countries see the return to dialogue as a chance to repair a relationship dented by a series of incidents that damaged trust on both sides. U.S. officials remain angry over what they say is Pakistan's support of Taliban groups, including the militant Haqqani network, that the U.S. contends are taking shelter in Pakistan's tribal areas and attack troops in neighboring Afghanistan.

But Rehman dismissed as "outrageous" the claim that Pakistan is harboring al-Qaida or other militants who intend to harm the U.S. She said Pakistan's army was working hard to combat the militants, including reporting 52 times to NATO in recent months when militants were spotted crossing into Afghan territory.

"Pakistan is maxed out on the international border with Afghanistan," she said.

"Sovereignty has privileges but also comes with responsibilities," countered Lute who called for Pakistan to step up its efforts and to cease "hedging its bets" by supporting the Afghan Taliban.

The two did agree, however, that Pakistan could help broker an eventual peace deal with the Taliban.

When asked why the Taliban would surrender ahead of the 2014 drawdown of U.S. troops, Lute said a recent security agreement with Afghanistan ensures a long-term U.S. commitment to Afghan security.

"The agreement we've made with Afghanistan signals to Taliban that they can't wait us out," Lute said. "If they want another decade of this, to get hammered every day and every night," U.S. and Afghan forces can provide.

If the Taliban are willing to disarm and respect the laws of the Afghan government, "the door will remain open to negotiation," Lute said.

A major grievance for Pakistan remains last year's U.S. Navy SEAL raid that killed Osama bin Laden on Pakistani soil. The operation was conducted without Pakistan's permission.

Rehman defended Pakistan's arrest of Dr. Shakil Afridi, who has been sentenced to more than three decades in prison for aiding the CIA in tracking down bin Laden. Afridi conducted a vaccine program in the military town where the terrorist mastermind turned out to be hiding.

U.S. lawmakers have threatened to halt millions of dollars in aid to Pakistan unless Afridi is released, in recognition of his contribution. Afridi is appealing his sentence.

"He had no clue he was looking for Osama bin Laden," Rehman countered. "He was contracting with a foreign intelligence agency."

She added that Afridi's actions put thousands of children at risk because some vaccine programs had to be ended after Pakistani aid workers were targeted by the Taliban.

___

Online:

Aspen Security Forum: http://aspensecurityforum.org

___

Dozier can be followed on Twitter (at)kimberlydozier

Associated Press

Source: http://hosted2.ap.org/APDEFAULT/386c25518f464186bf7a2ac026580ce7/Article_2012-07-28-US-Pakistan-Drones/id-6718f407bc6a4368a3a271555ce5730f

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Phase fidel ? Blog Archive ? Estimate Insurance policies ? Los ...

Los Angeles car insurance coverage is the ultimate supplier of security for the various sorts of losses that one?s vehicle can endure. Considering that automobile insurance coverage is so easily obtainable in Los Angeles, a single can protect his or her own car which is for most people a key financial commitment.

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Source: http://www.phasefidel.com/estimate-insurance-policies-los-angeles-automobile-insurance-policies-prices/145

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Many debtors like better to blend their personal loans when getting a ...

Almost all trainees might accrue enormous amounts throughout student loan money owed over its educative professional. Even if these end up being government or perhaps personal education loans, a persons vision amount greatly affects the amount typically the client might repay over the following twenty and / or 30 years. Most persons decide to include all their lending products to achieve a complete loan consolidation charge that could be considerably a lesser amount than those charges.

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There are all 5 particular person loans; two-fifths from the financial loans are near a new 7% rate of interest in addition to three-fifths in the 5% interest rate. Flourish the individual charges additionally, the deliberated standard (circular to your nearby 5th) results in being the fresh , loan consolidation fee.

Primarily, the fresh consolidated minute rates are corresponding to the actual rates typically the customer had been first forking over but this time the financial products tend to be combined right into a single settlement of which generally has a a great deal more manageable pay back technique having inexpensive month by month installmets.

A good number of persons choose to join with the lessen and simplicity of acquiring a single all-inclusive monthly payment; regardless of whether they also have federal government and financial loans, a couple reports are easier to regulate rather than your five or more. The major gain from , loan consolidation is in the event the consumer has got sure government college loans. Some of the federal student loan loan combination prices will be capped at Seven.25%. Hence, in case your debtor received several fed financing having home interest rates preceding this number, he is able to keep number of associated with by just merging from a reduce apr.

In general, debt consolidation advantages a good number of individuals by permitting for a longer time reimbursement stretches, lesser time to time installments, along with a usually reduced in general loan consolidation speed.

Source: http://www.piconews.com/many-debtors-like-better-to-blend-their-personal-loans-when-getting-a-comprehensive-loan-consolidation-fee-that-is-definitely-significantly-a-lesser-amount-than-the-average-person-quotes/

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Some great benefits of Banners - Business Marketing Articles, News ...

animated gifs Banner ad campaigns are generally online kinds of advertising. They generally come in the type thumb, presen and jpg. Many companies make use of this kind of promotion in promoting their goods and services. Any time a man or woman clicks your banner they may be taken up to your Link to your advertiser. Should you look at the major or perhaps part of a web-site you'll end up watching any banner advertising something. Men and women spend any payment to acquire that banner designed into the site because it supplies a range of benefits, and it's a simple yet effective method to publicise an enterprise. Companies make use of this kind of promotion as a way to create a manufacturer, travel product sales and kick off new releases.

animated gifs The key Attributes of Websites:

animated gifs ?? You'll be able to attain a lot more web traffic and raise product sales. Through the your ad your message you intend to express is put specifically while watching internet user. This motivates these phones simply click your web blog and will consequently bring about product sales.

?? There're a wonderful way to publicise new releases. For anyone who is establishing a new product or perhaps service, after that on this kind of promotion you are competent at declaring just what exactly you wish by way of textual content, images and as well computer animation.

?? Can assist create and make a brand name title. Creating a person's name brand is critical. That is a good way to build have confidence in using your shoppers and get product sales. But if your business online and web-site is new, after that men and women be not familiar with people. By way of successful banner ads men and women have the capacity to understand more about your enterprise plus understand a person's brand name and website name.

?? Hysterical campaigns might help an enterprise to locate new customers. Any time a man or woman works with a google search they're going to want to know to find your business name or perhaps item, nonetheless through the use of banners we could properly put the meaning and site right in front of those. That is a good way to get new customers.

?? Banner ad campaigns are easy to sign up to and are generally cost effective. Which means they may be appropriate for various firms, large and small. You will find online instruments available which allow united states in making absolutely free banner campaigns, and ad space can be bought promptly and without difficulty. There is a choice of paying out an apartment fee cost for the banner or perhaps paying out for each just click.

?? You are in control over which sites you set your banner ads about, so therefore they enable you to definitely reach hugely precise visitors.

Source: http://businessmarketinga-z.blogspot.com/2012/07/some-great-benefits-of-banners.html

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Baseball Bats For Sale | The Kingdom of Squidoo

Marucci Baseball Bats 7 hours 20 min ago

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This lens is about the history of baseball, in particular the history of baseball in the United States. Baseball history goes back to the 18th century, a time when baseball was an amateur sport played in a very informal way. This lens will look at baseball over the years, how its changed and some of the great players of the game. Once baseball started to become more popular, there was the introduction of semi and professional teams starting in the 1860's. ...

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Pets and More Pets ? To Provide Or Not To Provide Horse ...

Horse supplements should continually be given to your horse?s diet. If you are a horse owner, you might be asking yourself if it?s often the best to give any kind of supplement to your horse. The answer is yes. There are plenty of things on why you need to offer health supplements for your horse. Their diet might not include all the nutrition they require to be healthy. Also, they could not be grazing just as much as they should. You horse might be going through serious training and will also definitely empty him of energy. You might also be using your horse for a lot of travel which can be a cause of stress. Your horse may additionally be recovering from an injury or illness. These are generally all grounds where you must give the proper and right amount of supplements for your horse.

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Always provide horse supplements for the mount on top of its diet. One more query which may cross your thoughts is could the horse be provided a lot of nutrients if you are offering the vitamins along with a complete feed. The answer to this is no, even so, you need to know if you?re offering the appropriate levels of both the feed and dietary supplements to your horse. Some supplements provide the extra vitamins which aren?t found in complete feed. Some vitamins work efficiently for horses which are overworked and are coping with injury or sickness. Be sure that the product that you buy comes from a trustworthy company and that the components they put in their mixes are non toxic to your horses.

Horse supplement specialists have numerous advice and professional thoughts on how you take proper care of your precious equines using the best Biotin horse supplement in their day-to-day diet regime.

This entry was posted in Pet and tagged animals, family, hobbies, home, pet, pets, sports. Bookmark the permalink. Follow any comments here with the RSS feed for this post. or leave a trackback.

Source: http://petsandmorepets.com/2012/07/to-provide-or-not-to-provide-horse-supplements-to-your-horse/

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