Think tank

Virtual tour

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Expedia and Facebook

1. What customer groups - communities of interest are being targeted

Only Amercian people, more than 18 years old:  the voyagers, the young people, retired people

2. What actions are being provoked.

- More followers Expedia
- Share information to friends.
- Participate the game in order to be winners.

3. Are the incentives appropriate

 The incentives are appropriate for the targeted customers. We can choose the people whom we want to travel with for free. However, in general it is not appropriate. They contribute a lot for the game but in fact the people participate the game dont feel interesting as expected.

4. Will these campaigns work - yes, why - no, why not

This campaign is not working very well.
- People can not know details of the tours ( hotels, flights) . The introductions of the prices and the tours are very general.
- People do not know how Expedia chooses the winners. Maybe it chooses its neighbours, employees, etc. The users play for nothing.

5. Do commercial campaigns change the essential nature of the social network used.

DG summary

http://portal.sliderocket.com/APRBW/DG-final-summary

Dg final summary

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Social Media ROI

1. What is meant by 'Social Media is not free'?

Because everything posted on blogs, or social media sites, it has costs. It deals with financial aspects. If a company open an account on facebook, twitter or youtube, it is free to register. But the influence of viewers (possitive or negative reponses/feedback) will affect the sales of the business. 

We also have to take into account the time spend on social media programs. Time is money. 
We must hire employees to update news, reponde the viewers.

2. In addition to rooms bookings, what measurements would be effective for hotels?

- Relationship with customers/viewers: reponse time
- Brand awareness: through Klout,reviewpro, tripadvisor, etc.

-ROI: revenue
- level of engagement
- quality of comments

3. How should a hotel, with limited resources, decide what SM efforts to make?

- Who to touch: Set target audiences, potential buyers, influencers
- Purpose: inform, share info, promote, convince

- Social media programs: which pages/sites they want to register,e.g facebook, twitter, etc. Which sites they want to contcentrate on.

- campaign: Increase sales

- Measurement: set the exact time to measure what they have achieved on each page.

With limited resources, the hotel should concentrate on create advertising on social media sites, keep news updated and establish friendly conversation with the viewers. When the viewers feel confortable of the products/services, the will buy --> ROI up.

4. What role does SM play in offering customer services?

- Relationship between the business and customers.  

- Provide information updated of the business for the viewers and customers.
- Introduce specific products for particular customers.

SoLoMo

So lomo

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Midterm - Influence Marketing

Open publication - Free publishing - More digital

Think tank

Think tank

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Klout influence customer communication.

- When the hotel has klout of a customer, it can access to his facebook or twitter to see his interest on the first page. By this way, the hotel can email to the client to offer some services for his interest. For example, if a client like jogging, (by anyway the hotel can get on facebook and know it), the hotel can send email with details of some suggested street to do jogging and offer water for the client. It cost nothing but it brings a good impact on the services of the hotel.

- If the hotel can get on the facebook of clients, they may know the date of birth of clients. When the clients stay in the hotel during their birthdays, the hotel can send a message of "Happy birthday" to them. It may bring surprise to clients.

Exam Digital Marketing

Open publication - Free publishing - More marketing

Peer Index

Peerindex

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Final exam ( to be continued)

Question 5

- Social media : it is a kind of online media where people can open any conversation. These conversation can be delivered to any person who access to the page. However, readers can change the content of the conversation.

- Scoial commerce: it is related to social media. it supports social interaction and user contributions, to assist in the online buying and selling of products and services.

- Tweet : is the message of status on Twitter. It is taxt-based post, allows up to 140 characters. It is publised on the home page (profile) of Twitter

- Rate parity : if a hotel sells rooms via different online booking such as booking.com, hotels.com, etc., rates must be mostly same for all of the sites.

- Social rewards


Question 3

Key elements of online brand
- Do not speak as a press released, i twill make the reader get bored.
- Share small things (pictures) on the page. Do not think about « big » things. People are interested in something that they can find in their daily life.
- Read feed back , comments on each page. Answer as much as possible
- Reply to customer by @name on twitter. These comments will be appeared on their page.
- Like and retwit content will be shared to more people.
- Private email on each page : we can discuss and question about products.
- Dont buy user views : let people speak about the products.

Example 1 : Hotel Lutetia Paris
On facebook, it publishes a lot of up to date photo so people can easily follow.

They annswer almost the posts and comments of clients. So they really build freindly contacts with readers/clients through their replies.

Example 2 : Le Meurice Paris

Answer to readers’ comments. Like comments of readers.

Put a lot of interesting pictures.

 

 

Question 1 :

• Why do you feel this particular Resolution is most important – for what types of hotels

This is important because it made a summary of important tactics that have been used by hotels in 2010 and other previous years. It points out the most important elements of using social media pages by giving the examples.  

More than that, it suggests some of useful tactics in 2011 and also some tricks to make readers feel interested in the pages.

There are some hotels who might find this article useful for them. They are big hotels who already have their online brand through facebook, twitter, etc. They already tried different tools. Now they want to develop more.

• What additional actions would give that Resolution even greater impact – drive more impressive results

• Research 3 examples of hotels (or other businesses) that are successfully executing this Resolution online

3 hotels that are successfully executing this Resolution:  Hotel Lutetcia, Hotel Le Meurice, Hotel Concorde La Fayette

Ø  Reply users to encourage conversation

Ø  Prompt to « like »

Ø  Photo Post

Ø  Offer promotion for followers

Question 2

·      What role does technology play in a hotel's internet strategy success?

-       It make clients and the hotels go on pages through internet and discuss what the hotels should do to improve the business.

-       Through technology, hotels can sell rooms online.

-       Clients can feel being well treated by replies of the hotels on their comments through facebook, twitter: For example, “like” , “retweet”

-       Technology: create quiz, votes for clients à hotels can figure out different demands, segments, etc.

·      If you are an independent, limited budget hotel (or business) what steps would you take to compete effectively online?

As a small hotel with limited budget, I think that it is better if we can use as many free social media page as possible. We have to maximize the benefits of free social page, especially facebook, twitter. Person who is responsible for this task must update the news everyday on each page.

There are some main steps that can make the hotel have effective competition online

Steps	Example/ action
Update news of the hotel on the pages everyday Get closed to clients through conversation Opened questions for readers Trivia Promotion Customer the page	Decorate restaurant, reception “like” (facebook), “retweet” (twitter) on readers’comments. “we are decorating the reception, which style do you like” Quiz about some facts/news of the hotel. Discount rate for people who visit the page the most, etc. Fresh content, not deliver “press released”

Research 2 hotels or businesses that are creatively reaching customers, without expending large resources – as the large chains are capable of doing

The first business that I’ve known is a bakery in my country (Vietnam) .It is a small family business so it really does not have big capital and budget for advertising on television or newspaper. The owner is very young. It is quite new. It was just opened last year but the success it gains through advertising on Internet is amazing.

Ø  Have a big amount of readers after just nearly 2 years opening. Not buying viewers.

Ø  Update photos and news everyday, or many times a day.

Ø  Reply to readers frequently.

Ø  Post recruitment

Or we can have Boulangerie de Grenoble which is a small bakery too. it begins to use facebook within limited budget.


Reply to customers

Update feeds 

Question 4

From the Build Your Own Brand video series – choose any 2 online tools that were mentioned:

·       Include a text link to each tool

·       Describe how a hotel could use these tools to effectively engage their customers

·       What actions would be needed to put the tools in place, in a hotel?

·       How could the selected tools be utilized across channels

·       What problems would the use of the selected tools solve

·       What problems would the selected tools create

·       Why did you selected these specific tools

Net Litteracy

Net Literacy on Prezi

TripAdvisor launches free iPad app

I personnally think that Tripadvisor is very clever when it launches free Ipad application.
I see that nowadays there are a lot of small laptops which are produced. They are very small and becomes more and more modern. However, because it is small, the producers cut off a lot of applications. I got online on some websites and I felt a bit strange because it does not look like normal.
When Apple announced that its Ipad would be introduced to the market, I thought that it was like other small notebooks. However, Ipad works as Iphone. We can download a lot of applications which help for the notebook. Therefore, if some specific website has application on ipad, it can help users a lot.
Tripadvisor is the online travel agent that people know a lot. With the modern technology, people begin to be familiar with Apple products. They buy more and more. So people can easily get on tripadvisor through their apple products such as Iphone, Ipads. Ipad is much bigger than iphone. So it is absolutely nice to go online with ipad.
Apart from tripadvisor, other online travel agent also has application for iphone, ipad such as booking.com . Therefore, investment/promotion on application is also the competitive things for them.


The article

the stay hotel

Presentation1

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Affiliate program research of Amazon and Expedia

Amazon


- What is the commission?
up to 15% of commission fees offered by amazon with every single product sold.

Fixed Advertising Fee Rates for Specific Product Categories

Volume-Based Advertising Fee Rates for General Products

- What is the Marketing support?
   3 ways to join in Amazon affiliate program

Expedia


- what is the commission?


Easy implementation allows customers to start earning commissions within 24 hours of acceptance.

(a)  “Air Transaction” is a commenced trip (round-trip, or one-way if no round-trip is booked) by one person or more, on a single airline ticket for each person, where such transaction is completed by a User who has directly accessed Expedia from your Affiliate Site via one of the EI Icons or Links has booked travel on Expedia during a single browser session..

(b)  “Agency Hotel Transaction” is an uninterrupted, commenced stay of any duration in one or more rooms or suites in a single hotel or other accommodation property where (i) such reservation or booking is completed by a User who has directly accessed Expedia from your Affiliate Site via one of the EI Icons or Links and has booked travel on Expedia during a single browser session, and (ii) EI is not the Merchant of Record for the transaction.

(c)  “Car Transaction” is a commenced car rental by one person, where such transaction is completed by a User who has directly accessed Expedia from your Affiliate Site via one of the EI Icons or Links and has booked travel on Expedia during a single browser session.

(d)  “Cruise Transaction” is one booking (which may include one or more travelers) for a commenced cruise, for a stay of any duration, where such transaction is completed by a User who has directly accessed Expedia from your Affiliate Site via one of the EI Icons or Links and has booked travel on Expedia during a single browser session.

(e)  “Merchant Hotel Transaction” is the reservation of an uninterrupted, commenced stay of any duration in one or more rooms or suites in a single hotel or other accommodation property where (i) such reservation or booking is completed by a User who has directly accessed Expedia from your Affiliate Site via one of the EI Icons or Links and has booked travel on Expedia during a single browser session, and (ii) EI is the Merchant of Record for the transaction.

(f)  “Destination Services/Activities Transaction” is a commenced destination activity, tour or event by a User where (i) such transaction is completed by a User who has directly accessed Expedia from your Affiliate Site via one of the EI Icons or Links and has booked a destination activity, tour or event on Expedia during a single browser session; and (ii) EI is the Merchant of Record for the transaction.

(g)  “Travel Package Transaction” is a combination of two or more applicable Transactions that have been effectuated by one User through the Expedia vacation package wizard.

-what is the Marketing support


Get 24/7 access to the top Expedia banners, links, and booking engines via Commission Junction, our affiliate network partner

How travelers use online and social media channels to make hotel-choice decision

The survey conducts that there are still a lot of people who search information about services (rooms, trips) through their friends and family. They are mainly business and leisure travelers. I agree with this result. However, I think that they are mostly midle age people. Personally I think that these people are the ones who have experienced a lot in their lives. Thus, they often trust their friends/family more than what they have searched on internet. Next, they donot want waste too much time on trying new things.

For the young generation, who are familiar with Internet since they are little, the result is not right. These people always want to discover new things. They often get on internet to search what they want. Therefore, they mostly tend to use online channels to make hotel choice decision. They can see the reviews, feedbacks of hotels/airlines, etc on Internet ( for example: tripadvisors), they eleminate and finnaly they choose the most suitable ones for them. For instance, I always search on Internet for any service that I want to book, I find that I can have a bunch of information about that services on internet a-or facebook rather than from my friends/family.

It is true that the internet and other searching engines can not take the control. There are people who still love to be recommendated by their friends/family who already experienced of the services. However, once technology and internet become explosive, I think that most people will rely on online channels to make decision for their services.

The article

Hotel Reputation

Hotel reputation

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