The edge360 casa claridge digital strategy v3 eng

Casa Claridge Digital Strategy - May, 2014 The Edge360 campaigns@theedge360.com 305 610-7207

The Edge360 is a digital agency specialized in effective digital marketing solutions. Our team have been involved in projects for companies such as The Caribbean Hotel Association, Coca-Cola, Johnson&Johnson, Hewlett-Packard, LAN Airlines, Olympus, and clients throughout Europe, Africa, the United States and Latin America.

Agenda 1. Facts & Statistics Overview

2. Customer Journey & Strategic Framework 3. Digital Ecosystem & Strategy 4. Strategy Roadmap

Facts & Statistics Overview

1

Source: Ipsos MediaCT/Google Travel Study, May–June 2013.

“Digital Media is as essential to inspire new travels as it is for travel planning.”

Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.

“Online Search is the #1 source for leisure travel and source #3 for business travel in 2013.”

Source: Ipsos MediaCT/Google Travel Study, April–May 2012 and May–June 2013.

Travelers carry a variety of activities before booking a trip through the web.

Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.

“Ads on smartphones have a higher ad recall and are more effective in persuading travelers to take action.”

TOP ACTIONS TAKEN AS A RESULT OF SEEING TRAVEL-RELATED ADVERTISING:

Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.

Mobile reservations will continue to grow.

Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.

PERCENTAGE OF TRAVELERS WHO WATCHED ONLINE TRAVEL VIDEOS IN 2013:

Source: Ipsos MediaCT/Google Travel Study, May–June 2013.

“Online videos are key throughout the booking funnel.”

Source: Ipsos MediaCT/Google Travel Study, May–June 2013.

“Travel videos influence and accelerate action in Business and Leisure travel.”

Growth of Social Network users and spending in online advertising in the travel industry:

Fact 1: Travellers increasingly interact with many points in search for more value.

Fact 2: Search engines are the preferred online tool to start planning a trip and make

a reservation for leisure travelers.

Fact 3: Multiscreen experience. Travellers interact across multiple devices.

Fact 4: Online reviews influence the buying decision.

Fact 5: Social media is a powerful channel to inspire and build loyalty.

Fact 6: Video is a powerful tool that influences the entire buying cycle.

Fact 7: The growth of online advertising is due to its effectiveness and relative low cost

compared to traditional channels.

Customer Journey & Strategic Framework

2

Customer Journey

Stimulus Research / Comparison

Purchase / Booking

Loyalty

1 2 3

4

Social Media SEO Video

SEO Paid Search Review Sites Video Website Social Media

Marketplace Websites Website Mobile

Social Media Email Mktg

Stimulus Research / Comparison

Purchase / Booking Loyalty

1 2 3 4

Customer Journey

Social Networks To target Facebook, Twitter, YouTube, Google+ and Instagram with content to stimulate the idea of visiting Miami and the Casa Claridge experience. SEO / Video To position content to answer why visit Miami and stay in Casa Claridge.

Stimulus 1

Search Social Video

Stimulus

2.1. SEO / Social / Video / Website Content generation to answer why Casa Claridge is the best choice. 2.2. Paid Search To generate qualified traffic with Google paid ads. 2.3. Review Sites To encourage users to post comment on the experience at the hotel in review website and monitor & manage comments on these sites.

Research / Comparison 2

Organic Search (SEO)

Goal: to position Casa Claridge among the top-10 results on Google for specific keywords.

Paid Search (Adwords)

“Search engines are the first source for information related to a trip.”

Research / Comparison

“Social media channels inspire and influence the buying decision.”

Facebook post Twitter post

Research / Comparison

“Video content plays a key role in inspiring and influence the buying decision.”

YouTube video post

Research / Comparison

Comment posts

“Positive comments on review websites are important to increase confidence in the brand experience.”

It is fundamental to monitor the brand reputation, manage negative comments and interact positively with users.

Research / Comparison

3.1. Hotels Marketplace Sites Presence in relevant booking sites for 5-star and boutique hotels:

jetsetter.com; Mr & Mrs Smith (smithhotels.com); tablethotels.com, kiwicollection.com; preferredhotelgroup.com; magellanluxuryhotels.com; Small Luxury Hotels of the World (slh.com).

3.2. Digital Analytics / Conversion Rate Optimization To understand consumer behavior and improve conversion rates and optimize user experience. 3.3. Display / Video / Social / Mobile Use of a remarketing strategy to impact users who had some interaction with our website. These ads can be in static or video format and target desktop, mobile and social (facebook).

Purchase / Booking 3

“Presence in the leading Hotel Booking Marketplaces for luxury hotels.”

“Constant measurement and optimization of digital marketing

efforts to improve results.”

“Users who have previously visited the website will continue to see

banner ads of Casa Claridge.”

Social Media Use of social networks (facebook and twitter) as channels to build loyalty and provide customer service. Email Marketing Proven channel increase loyalty and promote a future purchase.

Loyalty 4

“Use of Social Media as a channel to provide customer service and build loyalty.”

Customer service interaction on Facebook Interaction on Twitter

“Through Email marketing we can encourage customer loyalty and repurchase.”

Digital Ecosystem & Strategy

3

Casa Claridge

YouTube Display Ads

Other Social Networks

Reviews Sites

Paid Search

SEO

Email

Hotels Marketplace

Website

facebook

Digital Ecosystem

“We use Social Media as a channel of inspiration for travelers and provide customer service.”

Strategy Definition of objectives and KPI's Definition of voice and tone of the brand Crisis Management Plan Community Management Generate content Interact with the online community Respond to inquiries and complaints Monitor sites reviews Analysis of the actions in social networks Analysis of competition

Measurement +

Analysis

Optimization SEO On-Page / Off-Page

Keyword Analytics

“We focus on a content marketing strategy. Creating search engine optimized content of value to users.”

Website Usability

Strategy Roadmap

4

M 1 M 2 M 3 M 4 M 5 M 6

1. Social Media – Strategy Execution

2. SEO Audit

3. SEO – Strategy Execution

4. Digital Analytics + CRO

5. Paid Search Campaign

6. Ads: Display, Video, Mobile, Social

Roadmap