Ine @ Club Med

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This action won European Excellence PR Awards in December 08 (http://www.excellence-awards.eu/)

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Ine @ Club Med

  1. 1. 22 April IAB NetCafé Club Med Belux Social Media Campaign - Ine @ Chamonix
  2. 2. Impact of Social Media on world wide travel industry Travel: most developed e-commerce sector and most impacted by Word of Mouth Trip advisor = 20M unique visitors /month Nielsen study in 2007 shows : 4 out of 10 travellers are reading blogs, are sharing pictures and/or are taking part in virtual visits to learn about their destinations 1 out of 4 answer or post comments on social networks 2/3 are watching movies or listening to podcasts before making a travel reservation Page 2 | Club Med Belux | IAB Netcafé
  3. 3. Some Trends 66% of travellers feel that User-Generated Content* is more trustworthy than the information on professional sites Impact of USG on the decision making process and on the purchasing of holidays 24% of travellers change opinions after having consulted UGC 51% use UGC to fine-tune their selection 23% use USG so as to confirm their holiday choice 15% use USG to pick their final destination User-Generated Content* represents a yearly spending of 10 billion dollars, amongst which are online reservations * = sites the contents of which has been created entirely by consumers (text, audio, video, etc.) Page 3 | Club Med Belux | IAB Netcafé
  4. 4. In Belgium, it’s just the beginning Internet has become THE forst information source when preparing a holiday: 80% of clients consult Internet when preparing their holidays … but only official informations at the moment Page 4 | Club Med Belux | IAB Netcafé
  5. 5. So we decided to make a first try on Social Media Objectives: Establish a first dialogue with Belgian bloggers Communicate Club Med USP’s & values amongst surfers thanks to real & neutral blogging experiences Respecting our marketing objectives: Position Club Med as an innovative & modern brand Preinforce Club Med’s online visibility Page 5 | Club Med Belux | IAB Netcafé
  6. 6. Ine@Chamonix Social Media action relayed on influential Belgian blogs Concept: A blogger sended to Club Med Chamonix in order to give a live impartiel feedback on her stay She tested everything possible (Ski, Spa, Restaurant, …) during 3 days Means: Blog + Interactive banner (Twitter + Flickr) Page 6 | Club Med Belux | IAB Netcafé
  7. 7. On Ine’s blog (www.monuments.nu) Page 7 | Club Med Belux | IAB Netcafé
  8. 8. On Ine’s blog (www.monuments.nu) Page 8 | Club Med Belux | IAB Netcafé
  9. 9. Relayed on belgian blogs via an interactive banner Page 9 | Club Med Belux | IAB Netcafé
  10. 10. Relayed on belgian blogs via an interactive banner Page 10 | Club Med Belux | IAB Netcafé
  11. 11. Bannering Results: Sunday 6th April – Wednesday 9th April 59 102 Impressions 277 clicks 0.47% CTR 17 629 contacts 3.4 impressions / contact 1.57 clicks / contact Page 11 | Club Med Belux | IAB Netcafé
  12. 12. We had some additionnal surprises when blogs relayed the action in Belgium Page 12 | Club Med Belux | IAB Netcafé
  13. 13. And even in other countries France Brasil Canada Page 13 | Club Med Belux | IAB Netcafé
  14. 14. Cherry on the cake : Important national press De Morgen 11th April Le Soir 9th April Page 14 | Club Med Belux | IAB Netcafé
  15. 15. Page 15 | Club Med Belux | IAB Netcafé

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