vendredi 19 décembre 2014
Webinar
Inscription:
Topic: „Neue Gäste aus China“: New guests from China
Date: 9th of December 2014 at 10.00 am
Webinar source: ITB Berlin. It is the leading trade in fair in international Tourism
and Economy. The presentation has been made by Prof. Dr. Wolfgang Georg Arlt
working for the COTRI (China Outbound Tourism Research Institute)
To get the webinar presentation, click here
Here are some slides of the webinar:
What new concepts and findings did I learn?
- 2015: There will be more than 130 million travellers from China
- They are not interested anymore in sightseeing, visiting capitals or buying luxury goods
- They are looking for new experiences in unknown regions
- Chinese Outbound Travel will continue to grow despite slowdown of Chinese GDP growth
- Chinese Outbound Travel will increasingly represent a major part of global tourism
- Chinese Outbound “Tourism” spending will not grow faster than number of travellers anymore
- Niche offers, thematic tours, travel arrangements are getting ever more important beside the other segments
- Chinese outbound travellers more confident and more demanding than ever
What information was valuable?
- Graph that shows China is the number one international
tourism source market in the world in terms of border-crossings: It is a
reliable source. It highlights the fact that tourism businesses in Europe need
to really focus on this segment to make the most of it.
- Graph that shows China is the number one international
tourism source market in the world in terms of spending. This information is
valuable as it show the importance again of the Chinese market that are eager
to live new experiences concerning travelling.
-
Thesis 8: What are the expectations of the “Second
Wave” Chinese market? It is vital to know what are the travelling trends of
this segment in order to adapt products, services and communication.
What would I do differently to create a webinar?
-
Firstly I would put more visual content (images, graph
and caricatures) to attract the attention of the participants as it is becoming
a little boring after a while.
-
Secondly I would put also some LIVELY content. It is
extremely important for the quality of the presentation.
-
It has to be done in a more funny way, with some jokes
and play on words even if the subject and the content is very interesting.
In a word, I really appreciated participating in a webinar as I learnt
interesting findings and outcomes concerning the Outbound Chinese Travelling. I
would really do it again for other subject such as travelling destinations or a
subject dealing with the nature and the environment.
mercredi 10 décembre 2014
mardi 9 décembre 2014
mercredi 3 décembre 2014
vendredi 28 novembre 2014
Instagram Hotel:
1)
2) The hotel is constantly using images Instagram's users on its website. It shows also the passions and hobbies of instagram's users. They use also pictures from clients of the hotel: It reveals a cool image. They seem to have had an enjoyable and relaxing stay.
You have to update your reservation on when booking. You have to use a hashtag #nordiclighthotel and tag the hotel at checking and checkout to get the offer showed above. In a word you have to be quite often connected and be social-media oriented. It is a nice way companies to see their brands growing. Furthermore it is also a chep way of doing marketing: in other words Influencial Marketing.
3) The content created by Selfie Check In is earned as it is the result of some paid and owned contents. Indeed the company made an offer to the followers. This is the result of the offer. Moreover the content can not be controlled.
jeudi 27 novembre 2014
Introduction session 2:
An additional definition
of influence marketing:
The
practice of identifying and building relationships with individuals who have
influence on target audience of buyers. They are likely to be buyers themselves
as well as recommenders themselves or services to their own audiences, both
online and off. Influencers may also be trusted third parties, such as
bloggers, journalists, industry analysts, academics or public figures. By
marketing to a small group individuals (influencers), a brand has the power to reach
large groups of individuals.
In your own words write a
definition of influence marketing:
Influence
marketing is the power for a company to capture human feelings and emotions via
influencers that are persuasive and trustworthy enough to control their
mindsets.
http://www.slideshare.net/appinions/basics-of-influence-marketing-appinions-dec2012
An infographic that expresses my understanding of indluence marketing:
An infographic that expresses my understanding of indluence marketing:
2 brands that are actively
using Influencer marketing:
-
L’Oréal: http://www.loreal.com/default.aspx
mercredi 26 novembre 2014
Content strategy
- Research Marriott Campaign "sayhitowifi": Click here
- Example of Paid Content:
- Example of Owned Content:
- Review the profile of one of the non-Marriott influencer.
How many followers does it have? It has 98 followers.
Influence Marketing
Influence Marketing
-
What are the characteristics of an
influencer? An
influencer is whether a person, a brand, a company. In a word it is US. However an influencer has some particular characteristics which are:
• Trustworthy • Knowledgeable • Communicative • Desire to help • Good
timing • Power of persuasion • Emotional • Technology savvy • Connected (They
have large social network) • Trend-setter (They tend to be early adopters in
markets)
An influencer is a trustworthy and knowledgeable source on a particular
topic with an above average ability to shape the decisions and minds of others.
That is the reason why an influencer needs to be first credible and
honest; otherwise their audience will not listen. And without the power of the
masses they hold no sway. In order to identifying and create virtual
relationships through social media influencers need to get the characteristics
above.
-
How is influence marketing different
from traditional marketing?
Influence marketing is about emotional connections. It is about getting
inside your customer’s head, understanding what drives them, listening to what
makes them feel and using about what your learn about them to make connections.
These emotional connections allow you to reach your prospects on a level far
deeper than traditional advertising ever could.
Influence Marketing |
Traditional Marketing |
On the contrary the traditional methods of advertising and marketing are
all about attracting customers with an attractive product and an attractive
message. Influence marketing however means you should be tuning in to your
prospects, listening to what they like and dislike and learning what it is they
really want and need. It involves learning what triggers purchases and using
what you learn to connect with your prospects and influence them to buy.
mercredi 19 novembre 2014
A hotel brand attracting Generation C:
MOXY Hotels
What are the features of the site that will attract Generation C guests?
What it will firstly attract the Generation C guests while looking at the website is the picture and colours: The design of the website. Secondly they will notice that there are Instagram pictures; what they use in the daily life too. Finally they will be attracted by the simplicity of the designing of the site. Everything has been made in a quite visible and simple way.
What is the brand’s personality?
The Moxy
brand appears to target the young generation and more particularly the
Generation C. Indeed while exploring the website and the mobile site we feel already
at home before booking for a room. The style and the colours they use let us think
that it is a chic and modern hotel with convenient and comfortable services. By
posting some lively contents we may think that it is a vibrant, social and
living hotel. It seems to be fun and enjoyable experiencing a night there.
How does the brand satisfy the 4
characteristics of the Gen C?
Creation: The website enables the Generation C to create
some contents through the posting of Instagram pictures. Generation C likes
creating in order to share. It is a way to express themselves.
Curation: By using Instagram and a lively content, the
website provokes an emotion to the Generation C, which is in fact the
personality of the brand: By exploring the website Generation C feels it worthy
to book for a night in the Moxy Brand Hotel as it seems to be a design and a
vibrant hotel where we can feel at home. Generation C likes sharing worthy
content which can provoke a reaction give out emotions.
Connection: The Hotel satisfies the Generation C through
high-speed Wi-Fi. Guests can always be connected on their mobile for entertainment,
watching videos online or simply communicating. Technology is totally integrated
in the life of the hotel, a vital service for the Generation C living in the
present tense.
Community: Guests from a Moxy Hotel Brand can share
their pictures done in Milano on the website of the Hotel. It is a real
community that is being created. Through social media, that is to say in that
case, Instagram: We can view the complete guestbook. The Generation C need to
share to their friends and acquaintances their passion, their daily life
activity, their travelling and so on. The Moxy Hotel Brand is doing well on
this point as it makes also some advertisements for the city and the hotel in
the meantime.
Is the mobile site “Responsive
Design” or a separate site?
The
mobile site is indeed responsive design. It detects the visitor’s screen size
and orientation and change the layout accordingly.
What do you think they should do
better?
On the
mobile version, not everything is set up correctly in term of layout and design
of the website appearing on the mobile such as the local area page. Moreover as Generation C likes posting and
sharing content, why not in this case enable them to share videos?
Furthermore
the home page of Moxy is not lively compared to the one of Andaz Hotel Hyatt
for instance. Only is the guestbook lively. Finally I would add that all the
information about the hotel should have been put in the same way as Virgin did:
in an Instagram style.
Andaz Hotel by Hyatt: http://www.andaz.hyatt.com/en/andaz.html
Image that expresses my understanding of Gen C:
An additional definition of Gen C:
A psychographic group or a number of individuals who shares a similar state of mind, whether that be certain personality traits, values, attitudes, interests or lifestyles. They have all the common characteristics of being "digital natives"who turn to the Internet naturally and extensively to do a number of things and are very web 2.0-savvy
My Millennial Score:
An additional definition of Gen C:
A psychographic group or a number of individuals who shares a similar state of mind, whether that be certain personality traits, values, attitudes, interests or lifestyles. They have all the common characteristics of being "digital natives"who turn to the Internet naturally and extensively to do a number of things and are very web 2.0-savvy
My Millennial Score:
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