Mid-Term Digital Marketing Aude de Poulpiquet MBA 2- A
1. In
YOUR
traditional
own words,
what
word-of-mouth
is
the
difference
marketing
and
between Influence
Marketing? Influence marketing can be two things or two points of view: -
The fact to redistribute real information by adding a value: advices, additional
numbers,
complementary
information,
following,
expertise… -
The fact to address a few people (bloggers, people who’s got a big network) and pass by them, their image, to touch a larger target.
The traditional marketing tries to attract many people in their different targets.
2. Post a link to the article you read, in addition to the Slideshare. Higilight the key quote. How did the article expand your understanding of the assigned presentation? Support - contradict? Please be specific. 2009, l’année du Social Influence Marketing? In this article, we learn many trends of the SIM. It is quiet old but still interesting. Influencers are going to gain visibility Brands who do not participate are going to lose the control of their message Social Media campaign are growing in importance Social graphics will give birth to many opportunities Marketing digital job are going to be re organized around the SIM And your boss will be on Facebook!
This article is an additional lecture which permits to me to better understand the importance of SIM as all these facts are true today and were predicted in 2009. This article supports the assigned presentation even if it is written differently.
3. What is the relationship between communities and your social brand - give your insights for Slide 23. To be brief, we have to develop social brand to influence the community. By developing social brand on social media as Facebook for example, we are generating a trust between the consumer and us. This trust relation is built for long term if we are doing well. Then, thanks to this social brand development, our community is going to growth and to be influenced.
4. What is the relationship between Klout scores and Influence Marketing? Is a Klout score meaningful?
The Klout score is the measurement of your overall online influence. It is also a way to measure the influence that you have. Social media permitted to amplify the traditional media power of a company or a person. It can help a community to modify its behavior. The influence marketing is all that things: buzz, audience, popularity, blogger, community, visibility etc. Klout is a measuring tool based on Twitter and Facebook. Indeed, it offers a score between 1 and 1000 calculated on a few variables. It is also a way to compare itself from others.
Klout is composed by 3 items: True Reach: number of followers Amplification: Retweet, like, comments Network: ratio follow/followers
5. Choose one of the two hotels below: Create a SIM action plan Clearly state your objectives Select at least 3 Social Media as tactics (no points for Facebook) Show how the selected Social Media have synergies Explain why you selected these specific media How will you measure the results of the Influence Marketing
Aloft Bruxelles On their website, you have the possibility to join their community on Facebook, Foursquare, Tripadvisor and Youtube and share on many media. We could say that Aloft Bruxelles are pretty concerned by social media and obviously social influence marketing. Their website is well organized in terms of clarity and sharing. Here is our SIM action plan: Develop social influence marketing guidelines for your organization and provides a sort of guide for employees. Establish clear objectives our social influence marketing efforts.
Create a roadmap for our social influence marketing efforts to help our
plan
resources,
conduct
research,
coordinate
marketing
programs, and deploy new tactics.
Define our metrics for success up front before we execute your roadmap.
Plan our resources and budget carefully.
Make sure to understand our customer base.
For Aloft Bruxelles, we have chosen 3 principal social media as tactics: Twitter because it is a great tool to influence. We all know that Lady Gaga became the first influencer in the World thanks to Twitter. Foursquare because it is very useful as we can communicate and put offers on it. Nowadays, it is really used. Youtube because it is a way to share experience thanks to video
These media are the most well known and I guess in Hospitality the most helpful. I would say by this, that Twitter is great because for example I read an article this week regarding a Four Seasons Hotel and a Customer Experience.
The guest booked a room in this hotel and put a tweet saying that he was looking forward to relax at their Spa. The Four Seasons Hotel immediately answer to the guest by Twitter, offering him the opportunity to book a spa treatment and so far so on during all his stay, the guest tweeted and the hotel tweeted also and prepared some delicate attentions. This is a great example to illustrate that Twitter well used is a gold mine for hoteliers and for customers! Then, I would say a few words about Foursquare. The way to check in gives the opportunity to access to offers for the guest and to be “famous” for the hotel. We do not talk about individual here but about community. Finally, Youtube is really different from the two others and that’s why I’ve chosen it. It gives us and them the possibility to post video and to share experience. By this, people could have an idea of what is customer experience in Aloft Bruxelles. It is dangerous but if we follow up regularly, there are no worries to do. To measure our influence, we are going to use Klout and Twitalyzer.