DIGITAL MARKETING

Knowledge recap

The concepts we have explored

SEO Online reputation / reputation

management Social commerce Influence marketing / social

influence & review Social reward/ mobile social reward Mobile marketing Social Rewards

SEOSearch Engine Optimization : Consists in appearing in the top of a search

result in search engines ( Google, Bing, Yahoo)

If you have the good key words analyze, people will be able to find you easily when searching you through search engines

Online reputation

Use all the tools internet put at your disposal !

Blogs, Facebook, Tweeter, Youtube, Gowala, Flicker, Foursquare….

By using these tools, you can create / be part of a community

It will strengthen your visibility : social media have a huge power :

ex: someone talks about you, like or comment your Facebook page, attend your event or retweet you, everyone linked to this person will be aware of it!

In order to be efficient, you have to be active on these pages

- Post regularly- Be engaging (influence people in liking,

comments, ask them question, answer the comments, propose special offers…)

- Answer your followers- Talk about your expertise ( concierges,

chefs)- Talk about events happening in your hotel- Propose offers for your followers

You have to monitor your online reputation

You must know:-when people talk about you, -what they say, …

You have tools to do so :-> Empire Avenue, Klout, Tweetdeck, …

which can give you scores according to how many fans you have, how much people talk about you and how influent you are on the web.

Influence marketing / social influence & review

When being on the social network, you can use influence marketing:

The principal is identifying the individuals that have influence over potential buyers, you can orient marketing activities around these influencers

Influencers will talk about you and increase your brand awareness! Let’s word to mouth work for you !

Social commerce

-> the use of social media in buyingor selling things on the internet.

EX : Groupon : The website proposes you to prodtcs/services with huge discounts. But the deal is valid only if a minimum number of people buy it.

It’s called social commerce because if you want the deal, you will talk about it around you, and influence people in buying to have it valid.

It also includes customers’ ratings, advices, and reactionsEX : ShopSocially : on this website you can get information

about a product before buying it by asking a shoping question to users who will help you make your choice. And once you shopped, you can share your opinion about the product !

Affiliate programs

Advertising program offering a monetary incentive for webmasters to drive traffic to the advertiser's website.

- Generate substantial revenue online through the promotion of affiliate program

- Raise brand awareness and visibility

Local Search

SEO is outdated : What appears first now in google results is Google place, so you should be better subscribe to this new search !!

Mobile marketingIs used to reach guests, deliver services,

cross promote thaks to Mobile geopositioning

You can use Foursquare, Gowalla, to enable clients to check in in your properties and offer them rewards for showing people they are staying in your property.

EX : When going to a hotel, if you check in on Gowalla, the hotellier can offer you an upgrade, a discount ..

Social Rewards

Conists in rewarding people talking much about you on the Social networks

The goal is to understand what really matters most to each individual guest and work to make every stay better for them

Which concept/tool/insight had the greatest impact for you?

Online reputationToday the internet is a place where you

cannot afford not being seen! But even worse than nt being seen, is having abad reputation, bad comments and no reaction from our part !

Social marketingFacebook, Tweeter, youtube, is the new

place to be ! Everyone use it and it is a really efficient marketing tool, that works like word of mouth!

Influence marketing

Which concept/tool will NOT be useful, in your opinion?

Affiliate programsIn the framework of the hospitality industry,

i don’t think i will use it a lot, even if it must be very useful in other industries !