The Roger Smith has gained quite a bit of notoriety for their use of social media to drive revenue and awareness for the brand.
In regards to the company’s measurement of these efforts, Wallace said, “We’ve tracked enough to fully justify the program. It far and away covers costs.” However, he also stated that there are certain aspects of the hotel’s digital marketing efforts that are “not track-able.”
Wallace gave the example that people may see a custom link on Twitter, but then a month or so later visit the hotel’s website and book a room or attend an event.
Also discussed: the kerfuffle between agencies and O’Dwyer’s over the publication’s agency rankings list, The New York Times snagging Bob Christie from The Wall Street Journal to head up PR, and a preview of tomorrow night’s PRWeek Awards.
Of course, it’s 2010, not 2009 as this PRNewser mistakenly mentioned in the introduction.