digital marketing

February 6th 2011

Mrs Liz Craig| EDWARD Sara

MBA 2 A DIGITAL MARKETING

Digital marketing Edward Sara

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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.

http://www.seesmic.com/


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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

http://www.klout.com/


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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.

digital marketing

Documents

monoprix example

new contents

perfect example

new photos

particular resolution

mrs liz craig edward

luxury hotels

facebook page of pizza