Classwork for Session 4 Dudamobile

Online Sessions - Mobile Multi-screen Marketing

Homework session 3- My Klout Score

How to implant the yield management into the Spa departement?

Case

Homework session 2

Definition of Influence Marketing

Influence marketing is building a Relationship between the brand, company or business with an individual who might have an influence on potential new consumers or buyer.

Sources

Influence(r) Marketing infographic

 

• 2 brands that are actively using Influencer Marketing

• Pepsi & Beyonce- BLOG POST

Brand Homepage 

• Quick-Tony Parker Blog Post
• Brand Homepage 

MBA 2 Classwork Session 2-Influencer Marketing

Definition of Influence( r ) Marketing

àInfluential marketing is the process of connecting with those that influence who have a large following and have the power of their voice to increase their visibility of may more.

àInfluence marketing is the practice of identifying and building relationships with individuals who have influence over a target audience of buyers

What are the Characteristics of an influencer?

àAppinions defines an influencer as a person, brand or company who expresses a contextually relevant opinion that is meaningful enough to elicit action from others

There are three criteria used to identify influencers:

•  Opinions: Appinions focuses on expressions of subjectivity, indicating a personal point-of-view, rather than mere distribution of fact

•  Context: The opinions are relevant to a user-defined topic, which is developed for a specific business need

How do we know someone is Influencers?

-Speakers - Book Authors -User groups, Forums -Organizers -Blogs Analysts

-Journalists -Look for lots of comments & - -Direct to Gartner -Forrester

Traditional Marketing	Influencer Marketing
Designed to reach audience OFFLINE ·      Newspaper ads ·      Brochures " ·      Trade show ·      TV, radio	Designed to reach anaudience ONLINE ·      Blogs ·      Facebook ·      Twitter ·      LinkedIn

2. Review Content Strategy

Examples of paid - owned - earned content for the campaign

Marriott's campaign #sayhitowif
Paid	Owned	Earned
·      Travel Agent Mag ·      Social Tables	·      Infinite Legroom ·      FCSI UK and Ireland	·      Robert Walker ·      Ali Zengin ·      Andrea Ma

Profile of one of the non-Marriott influencers

Julie Wright on Twitter Followers : 4 461

3. 'Instagram Hotel'

How many followers does an Influencer need to get a comp stay?

Instagram users with more than 10,000 followers are rewarded with a free night’s stay

How is the hotel using Instagram to create 'everday influencers’?

Each month the guest who has snapped the best Instagram picture during their visit also gets a free night’s accommodation.

Is the content created by Selfie Check In paid, owned or earned - why?

Earned –Somebody else talking about company

After a full day of Instagramming, guests can connect smartphones to in-room media hubs to review images on a 40-inch LED TV, before uploading their snaps via the hotel’s Wi-Fi

Hotel Brands Attracting Gen C : Hostel Generation Europe

Brand Personality

The Youth Hostel concept was born in Germany at the beginning of 20th century. Richard SCHIRRMANN, a teacher, used to take his students on excursions on a regular basis. These hikes would often last several days and the children stayed in farms they came across along the route.

On 26 August 1909, the group was caught in an unexpected storm. They finally took refuge in a school. The headmaster allowed them to use a classroom and a farmer gave them straw to sleep on and milk for their dinner. The storm raged throughout the night. So while the boys slept, Schirrmann lay awake. This is when the idea came to him…

As he saw it, German schools could provide the perfect accommodation during the holidays. Villages could have comfortable hostels located a day’s walk between them to welcome young hikers.

In 1912, the first real Youth Hostel opened its doors. It was opened in the old castle of Altena, in western Germany. According to Schirrmann’s wishes, the castle was equipped with two dormitories with bunk beds, a kitchen, washrooms and a bathroom with showers.

The concept was an immediate success. The movement developed quickly in Germany and throughout Europe. While the first Youth Hostel opened its doors in 1912, by 1931 there were already some 2,600 other hostels in 12 countries across Europe, that means a new hostel opened every 2-3 days!

At the beginning, the associations of the various countries had little contact with each other. But that changed in 1932 at the first international conference that took place in Amsterdam. Soon after, a federation came into being…You can find more information on this subject here.

So today, what is a Youth Hostel? Obviously, quite a lot has changed in 100 years…The hostels have consistently adapted to changes in society and have become increasingly more modern. You will find the majority of hostels equipped as follows: 

  Fully-fitted bathroom, private or shared washrooms; 
  Bed linen available; 
  Catering service and dining room; 
  Fully-equipped kitchen available for guests; 
  Common room/lounge; 
  Meeting rooms; 
  Bar; 
  Laundry room; 
  Etc. 

They are usually open throughout the year and boast state-of-the-art facilities and equipment. Long gone are the makeshift.

Gen C (4 Characteristics)

·      Connection

·      Community

·      Creation

·      Curation

                                                           

Þ   Colors are creative ,Text Typography,

Þ   Picture : Young People having fun from everywhere around the world

Þ   Events : Party or Group activities

Þ   Easy to Book a room

Þ   Easy to become a membership

Þ   Homeage Hub

Þ   Easy to stay connected with Social Media

Þ   Free Wifi

Þ   Personnality Building

Þ   Youtube Video

Þ   Website in 5 languages

The mobile site 'Responsive Design'

They should do differently/better on :

-More creative picture and trendy like Pinterest

-Automatic music when you open the website

-Direct comments from guest

-Online Chat

-Smater Room

Collectio

Definition of Gen C/Millennial Score

Introducing Gen C - The YouTube Generation

 C is a powerful new force in consumer culture. It’s a term we use to describe people who care deeply about creation, curation, connection and community. It’s not an age group; it’s an attitude and mindset defined by key characteristics. Eighty per cent of Gen C is made up of millennials, YouTube’s core (though by no means only) audience.

People in the age group 18 to 34, who make a lot of use of social media and so are considered to be connectedthe people who create and publish material such as blogs, podcasts, videos, etc, on the internet.

The GENERATION C phenomenon captures the an avalanche of consumer generated 'content' that is building on the Web, adding tera-peta bytes of new text, images, audio and video on an ongoing basis.

The two main drivers fuelling this trend? The creative urges each consumer undeniably possesses. We're all artists, but until now we neither had the guts nor the means to go all out. The manufacturers of content-creating tools, who relentlessly push us to unleash that creativity, using -- of course -- their ever cheaper, ever more powerful gadgets and gizmos. Instead of asking consumers to watch, to listen, to play, to passively consume, the race is on to get them to create, to produce, and to participate.

Marine D'Aguanno Website

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