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.

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://blog.appinions.com/2013/05/23/influence-is-emotional/

http://www.slideshare.net/appinions/basics-of-influence-marketing-appinions-dec2012

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

-          Coca-Cola: http://www.coca-cola.fr/?wt.mc_id=Coke+dot+com_redirect_home

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.

How do I know it? Influence marketing is a form  marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.

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.

Creation of a list through Collexio:

Hotels targeting Generation C: Click here

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

Virgin Hotel: http://virginhotels.com/

Find more on Moxy Hotels: (here)

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: