Online and Travel Marketing
Social Media Solutions Mayfair Hotel & Spa February 7, 2011
Online and Travel Marketing The Island Beachcomber Hotel will comntiue to develop and foster relationshipw with key travel partners to increase exposure and sales. The partner relationships include the following: Travel Agents: Although there are fewer travel agencies in the market, there are specific agencies that specialize in Caribbean Travel. These travel agencies offer a unique experience as they prvide customers with qualified information. The development of these relationships include: - Sales Calls
- Reservations Training: Every wholesaler has a call center where agents are taking calls to sell all the destinations offered. The goal is to visit the call centers and educate the reservations agents on the desination and hotel. These reservations training programs are proven to be very successful. Online Travel Agecies: Expedia, Travelocity, Orbitz, etc... These online travel agents provide the largest reach as they offer the ability to be booked online 24/7. The Online travel agencies work very similar to the traditional wholesalers where not all hotels in the destination are offered in their programs.
- Consortia: (Large agencies offering smaller agencies the ability to tap into their negotiated added value components.
The development of these relationships include:
- Email marketing
- Contracting: Not every hotel is offered in the wholesalers programs. Our goal is to be in the programs of the major wholesalers that have a proven track record in the destination.
- Piggy backing on Island Wide promotions marketed by the Hotel and Tourism Association and Department of tourism Traditional Wholesalers: These wholesalers offer discounted rates to travel agencies and also to consumers directly. These wholesalers are demographic and niche specific. These relationships are managed by the following: - Contracting: Not every hotel is offered in the wholesalers programs. Our goal is to be in the programs of the major wholesalers that have a proven track record in the destination. - CHA; Membership in the Caribbean Hotel and Tourism Association provides us with the ability to participate in the Caribbean Marketplace which all the major US and International wholesalers are present. This event is where we are able to meet with specific wholesalers and negotiate participation in their programs.
- CHA; Membership in the Caribbean Hotel and Tourism Association provides us with the ability to participate in the Caribbean Marketplace which all the major US and International wholesalers are present. This event is where we are able to meet with specific wholesalers and negotiate participation in their programs. - Reservations Training: Every wholesaler has a call center where agents are taking calls to sell all the destinations offered. The goal is to visit the call centers and educate the reservations agents on the desination and hotel. These reservations training programs are proven to be very successful. - Merchandising: The OTA’s offer the ability to have specific placement throughout their sites. Placement on their sites is effective as specific pagtes of their sites attract large viewers
2
Social Media Channels Utilizing these social media platforms is key for customer engagement and retention as well as brand awareness. Giving customers a voice to share creates customer empowerment. A social media posting strategy is developed to drive fans to social media channels. The strategy can will include the development of strategic posts which create engagement and awereness of the hotel. Each platforms offers some sort of customization for further engagement.
YouTube
Twitter is a free social networking service that enables its users to send and read messages known as “tweets.” Tweets are text based posts of up to 140 characters displayed on the author’s profile page and delivered to the author’s subscribers who are known as “followers.”
Facebook is a social networking website where users can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by city, workplace, and school or college.
YouTube is a video sharing website on which users can upload and share videos. This platform also provides social sharing options where videos can be virally distributed through a large number of viewers.
Why Twitter?
Why Facebook?
• Brand Awareness
• More than 1 billion active users
• Deal Distribution
• 50% of active users log on to Facebook in any given day
• Use Twitter to gain Competitive Intelligence • Engage with your target audience • Online Reputation Management • Promote your Blog Content • Understanding Tool Feedback Mechanism • Promotion SEO Boost • Ask Questions Receive Answers • HR Tool Press Release
Why YouTube? • People are watching over 3 billion videos per day.
• Average user has 130 friends • People spend over 700 billion minutes per month on Facebook • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. • There are more than 200 million active users currently accessing Facebook through their mobile devices.
• 70% of YouTube’s traffic comes from outside the U.S., meaning the foreigners are likely to travel to the U.S. for their vacations. • YouTube is localized in 25 countries across 43 different languages. • Every minute, 24 hours of video is uploaded to YouTube • User base is broad in age range, 18-55 covering a large demographic • Over 300,000,000 active accounts. • Over 700 billion playbacks in 2010.
• News Management
Audi Pembroke Pines / SOCIAL MEDIA CHANNELS
3
Social Media Platform Design The saying “Less is more” always holds true. In the business of marketing communication the message should always be simple and clear. Creating social media pages that are visually appealing and highly functional to users is a challenge. It requires understanding of marketing, design and computer-human interaction. This is accomplished by the following steps: • Establishing a clear visual hierarchy— Doing so will save the consumer time since the design of the pages has prioritized the content for the user.
Sunset Resorts Facebook Fanpage example: Multi-functional fanpage with consistent branding from Sunset Resorts website.
• Strategic design combines the use of copy with imagery to effectively communicate specific messaging and branding elements from the website. The choices presented to the consumer/ visitor would be intuitive with a sense of clear direction giving the consumer a positive user experience. Dedicated company pages also achieves brand awareness when website design elements are brought into platforms. • Focus is achieved by making useful content more prominent and eliminating unnecessary text and graphics.
Branded elements consistent with Sunset Resorts website.
Sunset Resorts Website
Video playback application
Booking application.
Audi Pembroke Pines / SOCIAL MEDIA DESIGN
4
Social Media Designs It is very important to create designs that are engaging and carry the main branding components of the hotel. Integrating other platforms and applications also adds to the engagement and encourages sharing of content which is key for viral exposure.
Aventura Limo web site
Aventura Limo Social Media designs
Audi Pembroke Pines / SOCIAL MEDIA DESIGNS
5
Additional Design and Applications The following are designs with multiple links to core website or link.
Audi Pembroke Pines / SOCIAL MEDIA DESIGNS
6
Additional Design and Applications The following are designs with forms, widgets and links.
Audi Pembroke Pines / SOCIAL MEDIA DESIGNS
7
Additional Design and Applications The following are designs with applications and YouTube playlist where viewers can choose from a playlist of videos.
Audi Pembroke Pines / SOCIAL MEDIA DESIGNS
8
Sample Applications
Audi Pembroke Pines / PROJECTS
9
WordPress Website In order to set ourselves apart from the rest of the products on the Island we will be looking a new innovated site which offers very unique features. Below are two example of WordPress sites for travel. These sites are completely customized and offer a very user-friendly back end for management. This will provide us wit hthe ability to be quick to action with changes and updates to the site which in return will save us money as we can manage the site in house.
WordPress Management System: The back end system is very user-friendly for content and design management.
Samples of WordPress websites
Detailed page content : View of About Us page content.
Ocean Hotels/ WORDPRESS CMS
10
WordPress Website In addition to the easy back end CMS, Wordpress also has a phone applicaton that provides some real time site management tools. These tools will allow you to manage your site from anywhere at any time.
The Wordpress phone application will allow you to manage the following: • Content on all pages • Blog Posts • Post comments
Associates in Business site using Worpress Applicaiton Site Pages
Blog Posts
Blog post comments
Ocean Hotels/ WORDPRESS PHONE APPLICATION
11
QR Code A QR Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.
Common in Japan, where it was created by Toyota subsidiary DensoWave in 1994, the QR code is one of the most popular types of twodimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed. These codes can be used for a variety of purposes. The program is intended to generate customer interaction throughout the businesses and it’s partners.
Uses • Website access • Promotions • Rewards • Location finder (You Are Here) • Video Intro • Directory • Much Much More..
12
Audi Pembroke Pines/ QR CODES
OR Code Opportunities Developed QR Code programs within the hotel to create enagement and a virtual experience. These oportunities will increase exposure and viral distribution where content is shared throughout multiple platforms.
!"
!"
!"
!"
Audi Pembroke Pines/ SCAVENGER HUNT
13
QR Codes Create a QR Code program to provide a new innovative way to capture fans and followers. The customized QR codes can be placed on all marketing materials.
Social Media Page Create a landing page that will provide viewers with the ability to access the social media platforms directly. The landing page can be linked to a QR Code.
Videos In keeping with our Social Internet strategy, it is important to have a good amount of videos with a variety of content. In addition to product videos, we can develop image videos of events and other topics to drive engagement and SEO support.
Audi Pembroke Pines/ PROJECTS
14