homework session 4

Session 4 from Julien Iaconelli

Session 3 buzz and go work

Buzz and go presentation - Influence comes and goes all around the planet -Images are more efficient for masses, they have more impact than words on people's minds - They are easier to analyze, everyone can take its chance to interprate it its own way. - Fashion and travels are the top 2 biggest infleuncers - Social networks are a "normal" way to communicate indirectly (knowing things about friends through Facebook only) - Images are dream makers, they initiale imagination. - Influence is about lifestyle and people's dreams - Every brand uses (and should use) influence marketing to promote their products/services.

homework session 3 influencer marketing campaign

Cr7 spa madrid from Ollasalle

We chose Cristiano Ronaldo as the marketing influencer for the soccer team Real Madrid. He is the most powerful player in the team and outside the team. Famous for getting the FIFA GOLDEN BALL the last two years consecutively, he also has a lot of followers and a clothes brand: CR7. He recently did a movie about his life, which shows a little bit more his power and influence on the world. He is very athletic and so he is a model for many athletes and people who are fond of sports. He made an partnership with Herbalife, a leading global nutrition company: announced the launch of "CR7 Driven to Perfection," a social media campaign calling on fans from around the world to submit videos describing what drives them to succeed. The winning video will be highlighted on Ronaldo's Facebook page. Ronaldo is driven to perfect his game every day and chooses Herbalife nutrition products to help fuel his success. Ronaldo has posted a video of his drive to perfection, which can be found on his Facebook and Twitter page.

homework for session 3

• An Influencer marketing may be a very useful tool for the promotion of a restaurant, spa, hote. In this way, it can be a better traditional marketing. It is less costy regarding  the marketing and financial cost as this costs less than a traditional marketing campaign for example. The influencer marketing can use Twitter accounts, Facebook profiles, Instagram accounts, blogs, snapchat, Tumblr, Pinterest etc. The use of these social media is free, it can target a big audience as well. In this case, the number of people targetted by this type of marketing is wider than in traditional marketing. For example, Sofia Vergara was at the opening of the SLS hotel in Miami. She made the promotion of the hotel and explained her attachement to the brand values and how much she liker the hotel. This video is present online and we can see the banners behind with the logo of the hotel so this is free marketing. Knowing that she is famous for her role in the series "Modern Family" she is very famous and has lots of followers. It can be a new form of contract between brands and influencers.

influencer marketing according to me, big impact on the audience

hotel customer service - linked in account

Cava profile, guest relations manager for Instagram accounts

session 2 - word cloud guest relation job description

job description - guest relations manager

guest relations supervisor in SAU for Ritz-Carlton 

guest relations superviser for Marriott in SAU

The customer experience in the hospitality industry is now challenged by an interconnected generation. The Smartphone is in the center of the economic model, for example, the principle of the "all connected" is central to the new concept Radisson Red. The Red App will not only allow customers to register without going through reception, but also to order drinks at the bar and snacks at the bar, flowers via an online concierge, or a taxi to the 'airport. To deal with the new type of customers, hotels innovate by creating new websites more appealing to this generation. First, they insist on their digital presence on social media such as Facebook, Twitter, Instagram... and put aside the search tool bar, less attractive, and compensate with fluid information: less text and more interactive visuals. They also show the interest in the people, considering staff and guests as part as a community, a family. By doing so, they target a pecific market segment by responding to the needs of a new connected generation who wants to do what they want, wherever they are and whenever they want it. The website is clear, easy to use, for the Radisson Red as for the Virgin Hotels; all the information is on the same device and a lot of things can be booked directly through the website or app. It seems inspiring, active, simple and full of energy which match the needs and wants of this generation while creating a new lifestyle, focused on the local activities and an appropriate budget. These websites are pure example of the impact of the generation C on the marketing of the hospitality industry!

Class exercice - same criteria, 2 different countries

In this first screen shot, we have the detail of the French shopping industry related to medium marketing channels. We see that for France,  medium marketing channels have the following order in terms of interaction on the customers’ purchase. In France the referral comes first, the organic and generic pais dearch, then through email, then social, display click, and brand paid search finally.

In the UK, the situation is a bit different, as the social apsect comes in first position at the social position, comes after the referral and organic search, the generic paid search and email later on and finally the display click and brand paid search.

The main difference remains that in France the social aspect comes last and in the UK it comes in pole position.

As a similitude, we can see in both screen shots that the referral and organic search come in second position so this is important in medium marketing channels for the shopping industry.