Digital marketing Mid-‐term Jiali Wang MBA 2B INFLUENCE MARKETING
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Mid-‐term exam Digital marketing Jiali Wang MBA 2B 1. In YOUR own words, what is the difference between traditional word-‐of-‐mouth marketing and Influence Marketing? In a word, the new influence marketing is a trendy dimension of marketing tool, which is more efficient than traditional word-‐of-‐mouth marketing. By defining a influencer on the social platform, the image of the brand and the message which the company wants to deliver would be reached more directly and accepted by the followers of the influencer. The WOM marketing could be included and be one of the major parts of the influence marketing. The influencer could be someone who has a great impact on the company’s market segment , it could be a person or even a third party. 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. Article link: http://www.goingsocialnow.com/2009/03/trends-‐in-‐social-‐ influence-‐mar.html This article is a complementary lecture to the PPT, which explained the also the importance of the influence marketing and listed 10 major trends of the influence marketing. Apart from what have already listed in the PPT, this article also mentioned that we have to take into account the fact that different influencers would matter the customers in different stage of purchasing. 3. What is the relationship between communities and your social brand -‐ give your insights for Slide 23. According to the slide 23, there are to objectives which we wish our influence marketing want to reach. It could be divided into 2 stages. In the first stage of our influence marketing, the goal is to find and engage the community of our target market. The 2nd stage is become the core of the community and as a result to influence the community. 4. What is the relationship between Klout scores and Influence Marketing? Is a Klout score meaningful? Klout is one of the tools for the companies for their influence marketing management. It is useful for the marketer to fist of all know our market situation, what is the major opinion given by the public on the internet, and then define
who their influencers are in their targeting market. It can be used as a useful tool for the first stage of the social influence marketing. A high scored influencer would reach a wide range of audience who could potentially be our customer. Therefore these influencers’ comments and point of view on our hotel would definitely generate a great impact on the purchasing decision of their audiences. 5. Case study for hotel MOSSONI 1) SIM action plan • Online research for the social reputation of the hotel by google or other 3rd parties where customers have posted comments or reviews about the hotel. Acquire a current major point of view about the hotel, response to those negative ones as behalf of the direction of the hotel • Defining the influencer of the hotel By using the influence marketing tool such as klout, find out who our influencer are: -‐ Individuals who have large social networks in the target market or -‐ Bloggers who have a great numbers of followers who write about the travel reviews for restaurants and hotels -‐ 3rd parties such booking sites • Creation of social network account for online interaction and promotion such as facebook and twitter etc • Follow the influencer on the social network • Send promotion information and invitation to those followers 2) Clearly state your objectives • Widen the brand wareness • Increase sales and booking • Enhance the hotel image 3) Select at least 3 Social Media as tactics -‐ Twitter -‐ LinkedIn -‐Blog • The twitter and the blog could be used as a connection between the community which the hotel target at for the communication purpose. Hotel can post any information of hotel to: -‐ present the hotel -‐ inform followers of the special offers or events These 2 types of media could also be used to interact with the followers. By responding the tweets and comments about the hotel, both positive and negative, it also helps the hotel to improve their service and to know what the clients want. How to use these 2 medias?
Blog: -‐ talking about the history of the hotel, stories, company culture and of course, what service we offer for the guests -‐ uploading photos of rooms which enable the guests to get a direct vision of the hotel -‐ promotion details -‐ introducing the city where the hotel located, suggestion for the tourist of what they should visit here Twitter: -‐ posting attracts of the blog content and adding links to the blog post -‐ information of promotion and events -‐ responding and interacting with the guests • LinkedIn The directors of each department of the hotel could sign up an official account on the linkedIn. Because on linkedIn we can not only recruit future employees for the hotel, and also get a connection with the experts in hospitality industry who are also the influencers of our hotel How will you measure the results of the Influence Marketing If our influence marketing strategies has worked out. If we look at the comments on the internet, there should be more positive ones. And the booking rate and reservations should increase.