Alexandra Brou R MBA 2 B The Social Influence Marketing (SIM) actions
Social Media and Blog Ads are becoming more important than Normal Ads due to Negative consumer opinion about advertising: too much of it! Consumers are more attuned to the recommendations from other customers instead, especially from the people they know.
The aim is to develop strong SIM Voice: conversational, engaging, addressing to individuals not a company, transparent and used by real people‌ Through strong company’s presence on social media: on twitter, facebook, blogs, etc New approach: Your brand should be all around the community, community as opposed to the Old approach: the community around a the brand.
Your community must be the core!
There are 3 million tweets a day, but about what? They are about influence.
About 11 people would tell their friends about the hotel they stayed in: Customers bring in more customers.
Alexandra Brou R MBA 2 B
The existing actions of some well know hotels
A perfect example of a hotel that is doing a good job interacting with customers though the SIM tools. On the gate page the RSS is proposed straight away. RSS is used to add the information and news from the group to your favorite personalized information page like Yahoo and Google. The online booking is proposed as well directly on the front page.
Iberostar Hotels & Resorts, the Spanish hotel division of Grupo Iberostar, founded in 1986, is one of the largest hotel chains worldwide projections. It is present in 19 countries with high concentration in South of Spain, the Canaries and Cuba. Iberostar speeded more than 100 of its hotels in Mallorca, Gran Canaria, Lanzarote, Fuerteventura, Tenerife, Andalucia, Tunisia, Greece, Croatia, Bulgaria, Turkey, Morocco, Dominican Republic, Mexico, Brazil, Jamaica and Cuba. Category: 4 and 5 *. Site web : http://www.iberostar.com is proposed in English, Spanish and French.
Alexandra Brou R MBA 2 B
The existing actions of some well know hotels
Also if you scroll all the way down the page, there could be found the links to Twitter, Blog, Facebook page and Youtube information. The Blog and the Twitter pages are well designed. For example the blog looks like an internet page on its own with the links to tweeter, Facebook, email it, RSS etc. All the pages have the same graphic style and are interlinked. Although, it would be better to move up these social media icons to the top of the front website page.
Alexandra Brou R MBA 2 B
The existing actions of some well know hotels
On the whole, it seems that the company has just started to experiment with SIM tools, although is succeeding. Some further development is advised: advised
Facebook is not bad, but can be better. With about 42 640 followers the number could increase, the solution is to propose more interesting content with pictures and videos of the hotels and not just random pictures of dolphins and the sea. Booking online and some games and contests to win a trip should be incorporated. It could be a good idea in order to attract more customers and keep them involved. There is no Google + option though it is becoming popular. The creation of Google + professional page could be advised. No mobile or iPad ad application is developed. They should create an iPhone application and link it to the website. The Tweeter page is only dedicated to the US and Canada area, it has no interaction with customers and has only 1,084 followers. The Tweeter page should be used to collect the customer’s queries and respond to them the way that does for example Hilton Hotel.
Alexandra Brou R MBA 2 B
The existing actions of some well know hotels
A part from Facebook, Twitter, Newsletter on demand, Booking online, Youtube on the front page of the website, the iPhone application is proposed for download directly from the site.
Hilton Hotels & Resorts (formerly known as Hilton Hotels) is an international hotel chain which includes many luxury hotels and resorts as well as select service hotels. It was founded by Conrad Hilton in 1919 and now owned by Hilton Worldwide Hilton hotels are either owned by, managed by, or franchised to independent operators by Hilton Worldwide. Hilton Hotels became the first coast-to-coast hotel chain of the United States in 1943. As of 2010, there are now over 530 Hilton branded hotels across the world in 78 countries. Site web : http://www.hilton.com/
Alexandra Brou R MBA 2 B
The existing actions of some well know hotels
Facebook page proposes some interesting options, for example this Traveler IQ Challenge to play. This tool is engaging and enables the customers to stay longer on the Facebook fan page and may be come back later to play again.
Alexandra Brou R MBA 2 B
The existing actions of some well know hotels
The Twitter page serves as the chat with customers, a blog, and an SMI tool that allow the company to be close to the client in an interactive way. The positive and negative posts and answered immediately. If there is a complain things are getting arranged as soon as possible keeping the client informed. An excellent example of a quality work of a Hotel Reputation Manager.
Alexandra Brou R MBA 2 B How to measure the results of the SIM action plan?
Apart from tools that analyze the traffic on the company’s web web-site, such as Google and Yahoo Web analytics, there are new companies on the internet that measure online brand influence on social media sites. Quantitatively measuring a brand's online influence is a fairly new idea, but it may be one of the most important developments in online marketing. Understanding how your company interacts with its online community, and knowing which tools are effective in the ultra-specific specific world of the Internet, is crucial for driving your brand's overall success. Several young and creative companies have stepped up with unique ideas for various influence metrics. Many of them function similarly: s After plugging in your Twitter, Facebook, and LinkedIn profiles, sophisticated algorithms compute your company's data and visualize the results in graphs and charts, or even a simple two two- or three-digit digit number. Some sites offer specific recommendations on optimal hours to engage your clients.
Here are four of the top companies that measure online influence:
Klout : http://www.klout.com PeerIndex: http://www.peerindex.com Twitalyzer: http://www.twitalyzer.com Crowdbooster: http://crowdbooster.com