CASE STUDY Working within the brand pillars of Hotel Commonwealth, the Official Hotel of the Boston Red Sox, to grow and nurture a strong social media presence and following while maintaining their local emphasis and promoting their exclusive package and promotions. METTER MEDIA LLC | 552 MASSACHUSETTS AVE #203, CAMBRIDGE, MA 02139 | (484) 553-5153 | [email protected] meet the client… the client name: Adam Sperling, General Manager Name: Susan Cotton, Director of Sales & Marketing ABOUT problem: HOTEL COMMONWEALTH Hotel Commonwealth wanted to use social media to promote business while emphasizing their brand pillars with a local flavor. They Hotel Commonwealth, the Official started by doing it in-house, but soon realized that it was more work Hotel of the Boston Red Sox, is a and required the skill of a true expert. To step up their game and get boutique independent hotel in the the results they wanted they decided to find a professional agency that heart of Kenmore Square, steps could really grow their social presence. After looking into a couple from Fenway Park and Boston different agencies, they chose Metter Media. University. Guests love Hotel Commonwealth for their unscripted hospitality and ‘of service’ mentality, not to mention large, comfortable guest rooms and award-winning on-site restaurants Eastern Standard and Island Creek Oyster Bar. SOCIAL MEDIA #GOALS the client 1) Grow Their Following One of our goals was to increase Hotel Commonwealth’s following to a qualified audience likely to engage with the hotel. When Metter began working with them in 2015, they had a total following of 6,199. Today they have nearly 20,000. 2) Promote Offers & Packages As the Official Hotel of the Boston Red Sox, Hotel Commonwealth is able to offer exclusive stay packages not available to other hotels. As more people move to social for vacation planning, it was important for us to capture their attention and allow them to experience these special offers. 3) Emphasize Brand Pillars Hotel Commonwealth breathes Boston, and it’s important that their online presence reflect that sentiment. We promote this connection through our #BeMoreBoston campaign, and emphasize their ‘of service’ mentality by sharing positive reviews and more. “Today, most people use social media on a personal level so they think it’s easy to use it professionally as well. However, we quickly found that, without working with an agency, we weren’t able to capture our intended message and we were unable to provide the response time our followers deserve. It became very clear that we needed assistance in creating our social media voice.” by the numbers… Over a 3-year period — January 2016 - December 2018 by the numbers by 2,245% 12,101 19,769 increase in followers gained total followers engagements 52,900 16.7 million 172,400 total impressions total link clicks across channels engagements *An impression is the actual number of times people see our posts. *An engagement is any like, comment, share, or retweet on our posts. “The Metter team is driven and ambitious. They provide personalized service. Social media is important to us, so we want to make sure our account is important to the agency managing our presence. We knew right away that we mattered to Metter.” campaign: Influencer partnerships sample campaigns Purpose: Partner with both local and national lifestyle and travel influencers who fit Hotel Commonwealth’s target audience in order to reach their followers and spread awareness of the hotel’s amenities and offerings. Results: Through these strategic partnerships and collaborations, we were able to generate large spikes in impressions and engagements for the hotel while generating beautiful lifestyle imagery to re-share. Our top three influencer collaborations alone reached 1,000,000+ followers and generated over 27,000 likes and 285 comments. “We were looking for an agency that would become an extension of our team. We like that Metter Media is based here in New England and that they understand the local landmarks, events, and flavor.” campaign: targetED social media advertising sample campaigns Purpose:Utilize strategic and creative social media advertising to spread awareness of Hotel Commonwealth’s packages, accommodations and amenities, private event spaces, and more to a targeted audience likely to take advantage of their offerings. Results: We have created stand out visuals and utilized carousel formatting, videos, and more to ensure our ads are memorable and make people want to book. While all of our ads are effective in driving awareness and generating clicks back to the hotel’s website, our top-performing ads see an average CPC of just $0.25 — less than half of the hospitality industry average of $0.63. “If we weren’t active [on social media] we would be missing out on the online conversation and opportunities to grow our business. Revenue is coming through social media channels. It also provides an additional service to our guests. You need to have a presence on social media.” campaign: #bemoreboston photo series sample campaigns Purpose: Emphasize Hotel Commonwealth’s position as the quintessential Boston hotel by sourcing the best, most eye-catching photos of classic Boston landmarks and locations, trending events, and more and sharing them on our feeds with proper credit. Results: Our followers love seeing these beautiful images and they are always our top performing posts, often receiving 400-500+ likes on Instagram and 100-200+ likes on Facebook. They also have reinforced Hotel Commonwealth as an iconic Boston hotel — a quick glance at their social media pages makes this clear. “If we look at all the revenue-generating channels, SOCIAL MEDIA is one that is growing. The focus used to be on digital and print ads, but now consumers are spending their time on INSTAGRAM and Facebook. While digital and print ads are certainly still relevant and necessary, your content and promotions also need to be represented on your social channels. Eyeballs are moving there." THANK YOU! We’d love to talk social media with you! Reach out to us at any time at [email protected] or 484-553-5153. Stats Report Brick & Mortar September 2016 METTER MEDIA LLC | 552 MASSACHUSETTS AVE #215, CAMBRIDGE, MA 02139 | (484) 553-5153 | [email protected].