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Final exam on the new digital Marketing trends
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February 6th 2011
Mrs Liz Craig| EDWARD Sara
MBA 2 A DIGITAL MARKETING
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Teacher comments :
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-PART I-
1. Regularly Post New Content.
Why do you feel this particular Resolution is most important?
For Visibility: Competition is very active, especially in Luxury Hospitality
Industry. The more you have visibility; the better is it for your
For making guest feel addicted: keeping people updated regularly is the best
way to keep them excited about your hotel. They will feel a sort of frustration of
not knowing what is new and what is going on. By following you constantly, it
maintains their adrenaline and allows them to be “in”.
For making guests feel reassured: Showing to your fans and potential
prospects that you devote time (at least 3 to 5 times a week) and energy by
regularly post new contents is a good way of making your fans feel reassured. It
has something professional and shows that you handle your hotel with care and
attention and that you control it. (instead of letting it abandoned
Regularly posting new contents is very important, especially on high scale and luxury
hotels where visual and emotions are playing a big part in the customer buying decision.
Seeing new photos (especially that at this level of luxury, pictures are almost piece of
art) and knowing knew outstanding offers is a real added value.
What additional actions would give that Resolution even greater impact – drive
more impressive results
There are multiple ways of increasing the impact of that resolution:
Capture and monitors the time that the most people could be present to increase
visibility. When people connect after a good breakfast or mid morning, or when
they come back from work/school.
Make sure your content is interesting by analyzing the reaction and participation
of your fans
Analyze and focus on your statistics (Measure your previous success for content,
comments, time spent or your likeability) and develop it
Make sure your website is lively and encourage interaction by organizing
contests, on-line games, tests, etc
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Research 3 examples of hotels (or other businesses) that are successfully executing this Resolution online:
Example 1: The hotel which succeeds the best with this resolution is for me the George V.
Here is an example of its Facebook page:
Here we see that interaction between fan and the hotel is very active. The hotel almost
includes the fan as a part of him. The message is warm and welcoming, hotel uses fan
thirst name like they are friends (when on spot they would have call Mrs. Lorenne and
never uses her first name).
Facebook allows an informal tone.
Here we do not see directly but the 2nd message has been written on February 2nd at
10:19 am. That show that George V regularly post new content. For me it is the perfect
example.
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Example 2: Facebook page of Pizza Hut
Here we see that Pizza Hut is very active and that the post are very closed to each other.
Moreover, The Company encourages interaction as it organizes on line game with free
pizzas to win.
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Example 3: Monoprix on Facebook
The Monoprix example is quite interesting as well as it shows that they are very active
(they posts in average 3 times a day), make commercial, organize on-line contest.
Monoprix posts both promotional and non promotional messages
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-PART II-
From the article, what role does technology play in a hotel's internet strategy success?
Technology in general plays a dominant role in hotel strategy success:
It allows to create a website and to keep it updated and customize it
Be able to be referenced and check search engine
Create and handle social network (according to question 1, we have seen it is
very important to regularly post new comments)
Share interesting comments
Increase availability
Handle the Revenue Management on the Extranets.
Example of Fouquet’s Barriere Facebook page:
I was surprised by the Facebook page of the Fouquet’s Barrière hotel as I could not
understand how they were developing it. There was an active member “Alexandre
Copin” who was participating too much (posting pictures, comments etc) to sounds
natural.
I wondered who were this man and his role on this page. Turned out he is the
administrator of the website AND the assistant of head of Human resources. I
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immediately thought that besides of being smart, it was a great way to make the
relationship more human between the hotel and the fans.
Example 2: The blog of the Bristol Hôtel
Ok, the Bristol hotel has money to put on advertizing. But I was surprised by the fact that
it is the only Palace in Paris who has a Blog. Not an expensive blog at all, handled by the
Concierges themselves (they didn’t hire a specialist in marketing to do it.
Plus, the idea is very original as the blog is “written” by the cat oh the hotel, Fa-raon !
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-PART III-
1. From the Build Your Own Brand video series – what are they KEY elements to
online branding, according to Loic LeMeur?
Upon Loic Le Meur, there are basics to know for online branding such as:
Social Network is the best way of sharing your expertise. For that, there are many
website offering excellent communication tools like the Leaders (Facebook,
Twitter), the professional Networks (Linked In) or other types of networks
(YouTube, Flickers), the question-Answer sites (form spring), location sites
(Foursquare and son on…). Many tools which will allow you to sharing all kind of
information!
All the websites and social Networks will allow you to create a community that
you will be able to meet and ask your fans opinion.
Encourage interactions by adding buttons like “I Like” “retweet”, ”buzz it”
The basic point of M.Le Meur is that it is very important to be present and
available on the social networks.
Be accessible on the social Networks: allow private discussion and emails,
respond when fans make comments
Creating posts and comments on a regularly basis is good, but it is very important
to make sure their content is interesting enough. There are different ways to
measure the feedback. Public networks, public search, allow you in a very
efficient way to know what people are talking about your brand or your
company.
An interesting tool is as well the video. By creating a video and sharing it, you
advertise your brand in a smart way (Chris Pirrido understood that pretty well)
One of the key is as well not to focus too much on all these new trends and forget
the basics: emailing is still a efficient way of communication
A key strategy would be a swell to create a very specific market (niche) and be
excellent and expert on it.
Don’t be scare of sharing information and presentation
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2. Example of businesses that are using the KEY elements successfully, in your view: Kellog’s Facebook page
Games,
Downloads,
photos, pop
it Forward
buttons
Interaction !
Vidéos !
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Example of Starbuckks
- PART IV-
4. From the Build Your Own Brand video series – choose any 2 online tools
that were mentioned:
SEESMIC
What is it?
Seesmic is a dashboard that allows you to reassemble all your different networks in one
unique surface.
This way, hoteliers are able to handle better their on-line reputation in a efficient way with their online monitoring. It’s a good advantage for them. Information come to them, in a ordered way, summing up their social interaction.
What actions would be needed to put the tools in place, in a Hotel?
The first step is of course to create accounts on the basics social network (Facebook and
Twitter for example). Then second step would be to gather all the information coming
from the social networks you have created in step 1.
3rd step is to analyze both pages Klout and Seesmic and try to get improvement from the data by quantifying and target the best celebs according to their scores and for Seesmic
by gathering the different information.
What problems would the use of the selected tools solve?
It will help people who are not necessary handy with all that new social networks and
trends to handle their business better. By the fact that it makes your life easier, that it is
easy to use and updated in real time, it solves management issues.
What problems would the selected tools create?
It can have the opposite effect that you wish: by focusing on different social networks in
the mean time, you may affect the quality of your posts and giver the feeling that you repeat yourself for the one who follow you in direct.
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KLOUT
Klout seems to be an interesting on-line tool to talk about.
It allows you to gathers all your social medias pages and enables companies or brands to targer the bigger influencers and take contact with them. It calculates a personal
scorefrom 0 to 100, based on the number of tweets, posts, comments, the velocity, the audience etc…
As a hotel, you “control” what people talk about and say about you as it absolutely
primordial to monitor its on-line reputation.
Moreover, its important for a hotel to range itself in the on-line world.
What actions would be needed to put the tools in place, in a Hotel?
See above answer for Seesmic.
What problems would the use of the selected tools solve?
It will allows Hoteliers to know enhance their reputation.
What problems would the selected tools create?
If we follow the Klout world, the hotels which are not performing enough will loose their
reputation. It can as well really play on the nerves of the Managers as it takes a lot of time to and efforts to handle to maintain a high score
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- PART V -
Select 5 of of the following terms. Define in your own words – include a
screenshot example of each term
1. Location based
services (exemple : Foursquares)
It is a Programme which allows other
people to know where you are in real time.
When you check in somewhere, others
directly know where you are. It’s a way of
advertising for the companies, and for you
a way of being rewarded.
2. Tweets: A Tweet is a post made
from Twitter
On the Twitter homepage, there is a lively
selection of best tweets!
3. Social media:
Media which use on-line
communication techniques in order
to create on-line social interaction
like Internet forums, weblogs, social
blogs and so on.
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4. Social Commerce:
Any electronic commerce which uses
social media and on-line media to sell
products and services. The best example I
have in mind is Groupon.
5. Aggregator site
An Aggregator Website is a website
which collect and classifies a specific
information from several online
sources. It could be for videos, for a
special subject, for specific data and
so on. It’s a bit like the RSS which
filter the information you want.
The example I have chosen here is th
Aggregator website, focused on real
estates.