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Internet & Social Media Marketing
a Practical Case Study
Imocom Hotels and Resorts
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“Business has only two functions – marketing and innovation.”
Milan Kundera, Czech novelist, playwright and poet.
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OVERVIEW
• BackgroundImocom GroupOur resortsWhy Internet Marketing & Social Media?
• Implementation and StrategyGeneral informationStrategies we use
• Results
OVERVIEW
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IMOCOM GROUP
Corporate Identity
Vision To be a reference of excellence, through dynamic
entrepreneurship and notoriety associated with the best and most innovating projects.
ValuesInnovation – challenge the status quo and creating
value add.
BACKGROUND
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5 STAR ALGARVE RESORTS
BACKGROUND
Brand : As Cascatas Golf Resort (2007)
Monte Santo Resort (2008) Conrad Palacio da Quinta
Location: Vilamoura, Carvoeiro
Accommodation: 69 1 to 4 bedroom Suites33 1 to 3 bedroom suits and
linked villas
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HOW DID WE START
• Establish Strategy and Goals through Scorecard
• Integrating Function in Marketing Department
• Website Re-design
BACKGROUND
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INTERNET SCORECARD
BACKGROUND
Perspective PerformanceSEO Perspective 65,97%PPC Perspective 65,62%Social Media Perspective 71,23%Web site effectiveness 79,37%Total Performance 71,23%
Strategy tree and scorecard details :
GoalWeight
(x of 10) UnitPerformance
(%)
SEO Perspective 3 65,97%Google 1st page Results - EN 7 # 66,67%Google 1st page Results - PT 5 # 13,33%Number of keywords that the site ranks for in the top 30 4 # 79,00%Number of keywords that the site ranks for in the top 30 3 # 74,00%Number of top 30 Ranks on Google.com 4 # 80,00%Number of top 30 Ranks on Google.co.uk 4 # 70,00%Number of top 30 Ranks on Google.pt 2 # 20,00%Number of top 30 Ranks on Yahoo 1 # 80,00%Number of top 30 Ranks on Bing 1 # 75,00%Number of top 30 Ranks on AltaVista 1 # 73,33%Keyword per Page Yield (Keywords/Landing Pages) 2 # 88,00%Inbound Links (Google, Yahoo, Live, AllTheWeb, AltaVista) 4 # 92,75%Number of traffic generating organic keywords 3 # 91,56%Visitors per Keyword 1 # 92,50%Page Saturation (Google, Yahoo, Live, AllTheWeb, 1 # 89,49%Traffic from Organic Search 2 # 91,56%Number of unique landing pages 2 # 94,12%Non-Brand to Brand search ratio 2 # 47,00%
Total Performance in group 65,97%
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WEBSITE RE-DESIGN
BACKGROUND
Large Hi Res pic above the fold
Commercial Thumbnails
above the fold
Internal Hyperlinks
FB Share Integration & Call
to Action
FB “Like” integration on all
LP’s
Newsletter subscription with
mobile nr
Tripadvisor Review applet
SEO Footer
Strong Imagery: Hi Res, Virtual
Tour, Films
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RESULTS WEBSITE REDESIGN
BACKGROUND
All Quality Stats
Improve
Increased Loyalty, Seasonal drop, Paused PPC
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MOBILE MARKETING
BACKGROUND
3% of all traffic
29% more new visitors than normal website
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e MARKETING
BACKGROUND
Average Open Rate PT: 21,09%
Average CTR PT: 9,25%
Average Open Rate UK: 15,09%
Average CTR UK: 5,27%
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WHY SOCIAL MEDIA
The ObviousPR – to increase awareness of potential usersBuild engagement, excitement and online
visibilityCustomer Service – to address issues /
complaintsBuild Loyalty and Business thru new channel
and generate ROI
The Not So ObviousProspecting – attracting new clientsCRM – to stay in front of mind of past guestsBranding – Support our core values: innovation
BACKGROUND
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Facebook GoalsPosts: at least one a dayPickup: +50 Fans a weekGenerate Website Traffic: Within Top 5 of
ReferralsConversion: ReservationsTime commitment: 5- 30 minutes a day
GETTING SOCIAL
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PERSONALISED FACEBOOK TABS
GETTING SOCIAL
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INCREASE FACEBOOK FANS
GETTING SOCIAL
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FACEBOOK AFFILIATE MARKETING
GETTING SOCIAL
10/10/10 - 10.000 Fans Sweepstake
Marketing Partners:Algarve Motor Park7Seven Spa VilamouraBMWReal PicadeiroLuxWoman
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Twitter GoalsPosts: One daily retweet, update,
mention/responsePickup: 20 followers a dayTime commitment: 5- 30 minutes a day
GETTING SOCIAL
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BLOGS
GETTING SOCIAL
3% of all traffic
17% more new visitors than
normal website
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GENERAL ENGAGEMENTWhat do we talk about? Bilingual• Exclusive Fan Promotions / Follower benefits / discounts• Recent Guest Reviews on Tripadvisor, Booking.com etc• Recent Media exposure• Events & Destination news• Friday Afternoon Quote• Fan Quiz, Fan Contests, Fan Sweepstakes• InFavour Hotel Loyalty benefits• Post birthdays of guests with special Birthday Offer • Make the fans hungry. Daily pics of restaurant specials• Upload small “home made film” “How to prepare a
cataplana? Check out this video from our head chef.
BEING SOCIAL
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SERVICE ENGAGEMENTSeek out & respond to and act on
complaints / concerns
Reviewers / those sharing compliments are thanked
Tripadvisor• All guest receive a post stay
letter to review and or “like”• All reviews are tracked and
receive personal response
BEING SOCIAL
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SERVICE ENGAGEMENT
BEING SOCIAL
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SERVICE ENGAGEMENT
BEING SOCIAL
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SOCIAL MEDIA
BEING SOCIAL
Fans/Likes: 2.200 – 6.200
Ranked: #1/20 – # 1/38
Followers: 802 – 516
Downloads: 4.016
Testimonials: 0
Followers: 2 - 7
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ALGARVE HOTELS TOP 50
BEING SOCIAL
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CHANNEL INTEGRATION
On & Off-line Multi-Channel Approach
Dedicated Promotional Landing Page
Email Marketing
Mobile Marketing
Social Media Marketing
BEING SOCIAL
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SOCIAL MEDIA INTEGRATION
SWEEPSTAKE
30.000+ new contacts
85%+ New Visitors
9.000+ visits 38 countries, 382
cities
30.000+ views 55 Media
publications
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RETURN ON INVESTMENT
CONCLUSION
• Opportunities for providing great customer service
• Two-way engagement potential; empowering honesty with “likes” / “dislikes”
• Unique Niche and Source of Referral
• Increased Sales / New route to market
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CONVERSION
CONCLUSION
Referral Traffic of Social Media SitesFacebook, Q3/Q4 2010 already 2nd
referral site
All Social Media: > 2% of web trafficFacebook holds 65% of Social Media Traffic
Reservations: between 1-2% of web traffic
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THANK YOU
Marc SontagDirector of Residential Tourism
IMOCOM Hotels and [email protected]
+351 289 304 900
“Marketing takes a day to learn. Unfortunately it takes a lifetime to master”
Philip Kotler, 1931 -, US Marketing Guru
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