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Why This Brand Gets 15-Fold Engagement on Facebook Live Video

Authors: Jay Baer Sebastian Quinn
Posted Under: Social Pros Podcast
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Hosted By
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Hannah Tooker

LaneTerralever
Jay Baer

Leanna Pham

Convince & Convert

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Sebastian Quinn, Director of Digital Marketing at Hard Rock International, joins the Social Pros Podcast to share how he uses social to communicate an authentic rock experience consistently across 200 properties, 400 social accounts, and 69 countries.

Sebastian-Quinn---InstagramRockin’ the Global Market

Managing the digital footprint for one of the most globally recognized brands is a tall order for anyone. Add in an extensive roster of nearly 200 properties spread across 69 countries, each with their own slew of social accounts (that adds up to nearly 400 profiles), and you have the easy potential for brand dilution and message confusion.
Sebastian has found a way to balance achieving global brand consistency while empowering local teams to represent their community’s Hard Rock experience with their own social channels.
His toolkit of best practices and open approach to localized messaging has paved the way for Hard Rock International to hit 3.6 million followers on Facebook, 316,000 followers on Twitter, and over 80,000 followers on Instagram. Accounting for the local property profiles and you get a global social community that is 14 million strong and growing.
It’s clear that Sebastian has found a way to break through the noisy social world and establish a lasting presence for London’s original classless rock experience.

In This Episode

  • Why an authentic local message means trusting your global team
  • How the hospitality industry leads to a strong Instagram presence
  • Why reframing past brand experiences means embracing customer visuals
  • How Facebook’s algorithm leads to more Facebook Live videos
  • Why a focused email campaign means effective CTAs and KPIs

 

Quotes From This Episode

“Our job is to protect the brand and help grow it.” —@quinnnuts
“Social channels are the best outlets for those local teams to not only tell the story of the brand globally but what that means locally.” —@quinnnuts
“Our goal is to sell the experience and increase the relevance around the Hard Rock brand.” —@quinnnuts
“We’re selling the experience that is going on in the café to folks that are outside, nearby, or planning a vacation.” —@quinnnuts
“The ability to segment and target with a customized, personalized message has made email the most effective tool for us.” —@quinnnuts

Resources


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