tb workshop presentation paris june2014 pdf version ciaran isabelle3

Digital MarketingWorkshop

Ciaran Rowesenior search strategist

Isabelle Vuongonline marketing specialist

1. L’équipe Digital Marketing

2. Campagnes PPC sur le réseau de Recherche de Google

3. Autres options de marketing payant

4. SEO pour les hôtels

5. Google Tools

6. Meta-search marketing

Topics

✓ 15 ans d’expérience

✓ Equipe multilingue

✓ Partenaire Google

✓ Relation privilégiée avec Google - testeurs beta, réunions régulières

✓ Un bureau - idées partagées entre tous les marchés

1. L’équipe Digital Marketing

15 years experienceMultilingual teamGoogle PartnerGoogle close relationship - beta testers, regular meetingsOne office - ideas shared between all markets

2. Campagnes PPC sur le réseau de Recherche de Google

payant

naturel

knowledge

graph

Basic sitelinks

Exemples de liens annexes (sitelinks)


Multiple sitelinks


Enhanced sitelinks (2)


Enhanced sitelinks (4)

Contenus des liens annexes

Offres Spéciales

USP

localisationEquipements

Avis

Exemples d’extensions d’images

Protection de la marque

Trademark Protection

Questio

ns?

3. Autres options de marketing payant

Publicité sur le Réseau Display de Google

Display advertising on Google


• Mot-clé (contextuel)• Emplacements• Sujets• Intérêts• Genre/Age

Options de ciblage

Targeting options:Keyword (contextual)PlacementsTopicsInterestsGender/Age


• Annonces textuelles• Annonces illustrées (statique ou animée)• Annonces vidéo• Annonces sur téléphones mobiles

Types d’annonces

•Text ads•Image ads (static or animated)•Video ads•Ads on mobile

Remarketing sur Google

Re-marketing on Google


Conditions requises

Build an audienceDedicated BudgetCreate a unique offerUpdate privacy policy


Conditions requises

• Construire une audience• Budget dédié• Créer une offre unique• Mettre à jour la politique de confidentialité

Build an audienceDedicated BudgetCreate a unique offerUpdate privacy policy

PPC sur Bing & Yahoo

www.bing.com

PPC sur Bing & Yahoo

www.google.fr/analytics/

Annonces Video pour les hôtels

Pourquoi ?

• Visibilité et image de marque

• Le contenu vidéo est populaire

• Rentable

• Audience ciblée

Visibility and branding - Video content is popular - Cost-effective - Highly targetable

Youtube is the 2nd most visited website worldwide according to Alexa web rank 90% all web traffic(data) in 2014 will be video based (Cisco)

Bookings are 67% more likely to happen when a video tour is available (Lodging Interactive)Video can improve conversion rates by as much as 85%

1 hotel had 1400 views from €90 monthly spend. €0.07 cost per view. 223 clicks to the website (free)

Arguments de vente YouTube

Vidéo

YouTube Sales Pitch

Format 1 - InStream

Format 2 - InDisplay

Format 1 - InStream (Avant les Vidéos)

• Modèle Cost per View

• Ciblage par le contenu, le lieu, l'âge / sexe / intérêt

• 300x60 Bannière associée en option

• Placements possible (Spécifiques vidéos/sites)

• Remarketing également possible

Cost per View model - Target by content, location, age/gender/interest - 300x60 Companion Banner optional Placements possible (specific videos/websites) - Remarketing also possibleClick can take to external web page or Youtube Channel

Can target “Travel Buffs”Frequency capping availableScheduling available

Format 1 - In-Stream

Format 1 - In-Stream

Exemple de video In Stream


• Ciblage par le contenu, le lieu, l'âge / intérêt



Ad clicks take user to either Channel page to watch video or to the video watch URL on Youtube.

Format 3 - Réseau Google Display

• Annonce vidéos sur le Réseau Display (y compris les vidéos YouTube)



Format 3 - Google Display Network

YouTube Channel

YouTube Channel• Utilisez la photo de profil (logo de l'hôtel)

• Utilisez la bannière personnalisée en haut de la chaîne

• Utilisez l'URL personnalisée pour la chaîne

• Utilisez l'URL personnalisée pour créer des liens vers les sites internet

• Ajouter le lien de la page YouTube channel sur votre site & utiliser Youtube dans votre stratégie de vos réseaux sociaux

• Assurez-vous de la connection à Google Plus

Use Profile Photo (hotel logo) - Use custom banner for top of channel - Use custom URL for your channelUse custom URL’s to link to websites - Link to YouTube channel from website & use as part of social media strategyEnsure connection with Google Plus exists - Google Analytics & Youtube linking allows extra reporting info and additional features.Google Plus - comments visible on Google Plus & Youtube.

YouTube & Google+

Reporting YouTube

• Données dans Google Analytics

• De nombreuses données disponibles à partir de YouTube Analytics

• Vues & Engagement disponible à partir de YouTube

Data in Google AnalyticsExtensive data available from YouTube AnalyticsViews & Engagement available from YouTube report

- Demographics, playback locations, traffic sources, devices, audience retention

Engagement report - Subscribers, likes/dislikes, favourites, comments, sharing, annotations.

Reporting YouTube

Views report - Demographics, playback locations, traffic sources, devices, audience retention

Engagement report - Subscribers, likes/dislikes, favourites, comments, sharing, annotations.

Conditions vidéo requises

• 20-40 secondes !

• Bonne résolution / format

• Bonne qualité pour l'image de marque

• Utilisation du nom de la marque et des logos

20-40 seconds! - Correct resolution/format - Good imagery for branding - Use of brand name and logos format: AVI, ASF, Quicktime, Windows Media, MP4, or MPEG• Resolution: 640x360 (16:9) or 480x360 (4:3) recommended

30 frames per second

1080 HD where possible

Video Marketing efficace

• Augmentation de l’image de marque

• Génère du Buzz

• Booste les réservations

Increase AwarenessGenerate BuzzBoost Bookings


• Vendre des chambres ?

• Générer des clients potentiels ?

• Faire connaître la marque ?

• Promouvoir un service?

Quel est le but ?

Purpose?Sell Rooms?Generate Guest Leads?Build brand awareness?Demonstrate a service?


• Pour les couples - créative, ludique

• Pour les entreprises - sérieuse, professionnelle

• Pour la famille - gai, amusante

Quel est le style / format ?

For Couples - creative, playfulFor Business - serious, professionalFor Family - lighthearted, fun background musicVoiceover?

Video Marketing efficaceSi votre budget est illimité ...

Exemple Vidéo

Video Marketing efficaceUn objectif plus réalisable ...

Exemple Vidéo

Video Marketing efficaceExemple d’événements spécifiques / budgets limités

Exemple Vidéo

Prochaines étapes ...

• Optimisez votre YouTube Channel et Google+

• Obtenir du contenu vidéo

• Décider d'un budget (dans AdWords)

• Campagne de mise en place avec des options de ciblage pertinents

Optimise YouTube Channel & Google+Get video contentDecide on a budget (within AdWords)Setup campaign with relevant targeting options

Commencez à utiliser Google Plus

Social Layer


Using Google Plus

plus.google.com

SEO for hotels

google.com/mybusiness

Using Google Plus

SEO for hotels

• Assurez-vous que vous recevez les notifications

• Vérifiez les informations sur votre établissement régulièrement

• Gérez les commentaires de vos clients sur Google

• Élargissez votre réseau

• Faites des posts réguliers / ajouts de photos

4. SEO pour les hôtelsCommencez à utiliser

Google Plus

Make sure you receive notificationsCheck your business information regularlyManage your reviews on GoogleExtend your networkMake regular posts/uploads

S’assurer de la cohérence des informations


S’assurer de la cohérence des informations

http://www.laprimahotelbudapest.com≠ http://laprimahotel.hu

≠ http://laprimahotelbudapest.com

Cosmo City Hotel (Budapest)≠ Cosmo Fashion Hotel (Budapest)

≠ Hotel Cosmo (Budapest)

• Nom de l'Hôtel• Adresse• Téléphone• Adresse Internet


Établir des liens naturels vers votre site


Build natural links to your site

Établir des liens naturels vers votre site

Show your real world relationships online!

• Partenaires

• Fournisseurs

• Entreprises locales

• Attractions locales

• Evénements locaux


PartnersSuppliersLocal businessesLocal attractionsLocal events

Créer du contenu plus pertinent


Create more relevant content


Equipementsex. : Hôtel avec Spa

Localisationex. : près de la Tour Eiffel

Evénements locaux ex. : salons, expositions

Formulesex. : Séjour Romantique

Servicesex. : Lit Supplémentaire


PackagesFacilitiesLocationLocal events

• Titre• Image• Texte• Plan d'accès (le cas échéant)• Call-to-action• Formule (le cas échéant)• Méta tags



• Titre• Image• Texte• Plan d'accès (le cas échéant)• Call-to-action• Formule (le cas échéant)• Méta tags

Expliquez pourquoi votre hôtel est le choix parfait !



Questio

ns?

5.Google Tools

Google Trends

http://translate.google.com/globalmarketfinder/g/index.htmlGlobal market finder

http://www.consumerbarometer.com/Consumer Barometer

http://think.withgoogle.com/mobileplanet/enOur Mobile Planet

http://www.thinkwithgoogle.com/Think with Google

http://www.google.ie/trends/exploreGoogle Alerts

http://www.google.ie/alerts

6. Meta-search marketing

1 Metasearch is Needed!

2 Driven by Consumerswho want a one-stop shop

3 Your Opportunityto extend distribution and brand

metsasearch is a natural evolution when there is too much information

it is driven by consumers who want to get information fast

and it is your opportunity to be there.

hotel finder

meta search

Here are the current leaders we are integrating with.

Expedia owns 2/3 of Trivago (mid 2013)

How It WorksMeta Search

So what’s the process for your hotel?

Generally pay-per-click modelNo click, no charge

Advertising opportunityBranding opportunity

Conversion opportunity.

Meta Search

The models look like this so far.

Needs careful management!Bids AND Prices AND AvailabilitiesRobust integration to retain position

Needs real marketing expertise.

Meta Search

Remember it is complex though.

Need to juggle prices and availabilities and your bids and have a good rate strategy planned out for the 6 months ahead.

Google penalises any rates it finds that are not accurate, so your hotel will disappear from direct and leave OTAs only if you do not keep info up to date. Our integration assures you are up to date.

Changes in the booking engine are automatically sent to GHF.So we manage all of this for you.

Hotel FinderGoogle

We launched with GHF in September.We had been in a phase 1 beta for the previous year with Google, and we learned a lot from that.

Google of course has to play a delicate game, ensuring that it does not dominate over booking or expedia, since it doesn’t want to lose their huge ad revenue. But GHF opens up the ad market to individual hotels too, as far as Google is concerned, so presumably what it hopes to gain from individual hotel spend will limit losses from the OTA spend.

integration with Bookassisthotel finder

Bookassist Booking Engine’sbest rate and availability for double

stays of 1, and 2, and 3...14 nightsarrival today, tomorrow, +2...+180 days

apply restrictions

14 x 180= 2520

calculate any dynamic discountsseparate out all taxes, charges.

doubles the data..

doubles..

doubles

!

sounds simple, right?!

So it seems simple - we send the best rate... to Google, right?Not so simple.

We need to calculate the rate for 14 different staysWe need to do that for 180 different arrivals dates, today, tomorrow, next day up to 180 days out each day.The 3 night rate for arrival today is the sum of today, tomorrow and the next day - assuming all are available - applying restrictions and dynamic discounts. This doubles and quadruples what we must look at and calculate.

The value to send must also separate out the tax percentage that the hotelier normally adds to the room base rate according to the law in each country. In Spain it is 10% , 10% for Italy or 15% for Czech republic, 9% Ireland, as an example, and we need to look ahead in case the tax law is changing in the 6 months we are looking ahead to.

This is a very complex requirement daily.

Bookassist dedicated servers, 6 hours to calculate a file for all Bookassist hotels

5+ million stay prices, 100+ million room rates

billions of individual nightly rate checks

permanently running on demand

update any change within 5 minutes!

hotel finderintegration with Bookassist

This is a major piece of data management that Bookassist carries out on behalf of hotels we partner with.

Hotel FinderGoogle

Interface

We can first look at the GHF interface itself.

google.com/hotelfinder

This is easy, although not very appealing.Just choose destination and dates.

GHF has a good interface for looking around, good filters. Again its functional rather than appealing.

Options for price, grade, brand rating, amenitiesClear map use.

Rating is critical, emphasised, and will rely heavily on Google+ ratings so you must build up on Google+ local.Amenities includes internet as a strong point

Let’s go to Arcotel Rubin, campaigns that we manage

First thing that stands out is the green banner. Calculated across Google’s total data and compared to today’s offer.Your own hotel’s price can stand out well.You pay more for a red box! But you may not need it. Top two have the visibility.

And of course we also pass the relevant link for each offer so that a click brings you directly to that price in the hotel engine.

Map ResultsGoogle

The data is fully integrated with the map results also.

maps/google.com

If you search for hotels in google maps, say hamburg hotels, you get the usual kind of map listing.

But also each hotel listed shows a booking button with price, which displayed the Hotel Finder feed data also based on the dates you’ve already set. If you haven’t set dates, you’ll see a date chooser also. Again this is a strong opportunity to capture a direct booking.

the map pop up for each hotel also shows a booking button with price, which displayed the Hotel Finder feed data also based on the dates you’ve already set.

And of course we also pass the relevant link for each offer so that a click brings you directly to that price in the hotel engine.

Universal SearchGoogle

Pricing is now also appearing in regular search results, the universal search.

You see here that if dates have not been set, there is a date chooser also.Highlighting any hotel in universal search shows the Google+ page on the right, and highlight reviews. It is critical this page is up to date and managed.

Google+ Local

Text

Google+ Local has the hotel finder data also, and this page is the cornerstone of your presence on Google for the future.

Your hotel is already on Google Hotel Finder

Optimise it!

Remember your hotel is already on hotel finder - if you are not using our service, then only OTA pricing is appearing. You are losing opportunity.

Google has many sources to get information from about you so maximise your presence by following very simple steps.

Text

Management of Google+ is critical

Update old Google Local and move to Google+

Manage online reputation careful, reviews on Google+

Delete duplicate listings.

Google Hotel FinderMaps and Price Ads

Universal Search and Price AdsGoogle+ Local

MobileOther places?

Once you send your info to Google, then

Hotel FinderGoogle

Effectiveness

Let’s look at effectiveness, though it is still early days.

HotelFinderGoogle

Expect to invest ~€500 per month

Some showing exceptional ROI of 10With highly optimised Google+ listings

With good use of dynamic pricingWith good use of web optimisation.

Latest ResultsHotelFinderGoogle

Here are example figures for one hotel in September.ROI was about 5, but we expect this to rise significantly. It is not PPC levels, but has a good chance to get there soon.

It only works if Google+ is highly optimised for the hotel and if there is a good pricing strategy in place so that pricing is competitive.

Once the click through occurs, you only have one chance to convert, so the website and hotel quality are critical post-click.

TripConnectTripAdvisor

Let’s look very basically at how it works for your hotel

tripadvisor asking you specifics of your stay - this is NEW - used to just be listings and rankIF you know the hotel name then this is straightforward

We compete on headline price, and use “official site” label

Brought DIRECTLY via deep linking to this specific offer in the booking engine of the hotel weskit


Active Business Listing SubscriptionCertified Booking Engine Technology like Bookassist

Be a registered owner on TripAdvisor

What You Need


Target your marketsMake sure listings are optimised in key languages

Optimisation

allows almost like revenue management per marketover 35 languages - almost like mini websites in each language available for you to use

allows you to brak parity and have specific rates in specific markets


Search position for TA is importantRank within TA is less critical in metasearch

Good service and reputationAdvertising opportunityBranding opportunity

Conversion opportunity.

For Success

tripadvisor listing for a hotel usually sits just below the hotels’ own listing in search results on googlethis is a major route into tripadvisor and therefore into tripadvisor metasearch

RANK not as key as used to be, if hotel doesn't have availability (either direct or OTA) they wont show in listings, date checker on all pages has prominence so customers will use this prior to searching.

Meta search is a newdigital marketing opportunity pot

ential

Meta search will be a key distribution channel.But it is only potential in terms of traffic delivery...

Merci pour votre attention !

tb workshop presentation paris june2014 pdf version ciaran isabelle3

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