Internet & Social Media Marketing
a Practical Case Study

Imocom Hotels and Resorts
“ Business has only two functions –
marketing and innovation .”
Milan Kundera, Czech novelist, playwright
and poet.
OVERVIEW
• Background
Imocom Group
Our resorts
Why Internet Marketing & Social Media?

• Implementation and Strategy
Gener...
IMOCOM GROUP
Corporate Identity
Vision 
To be a reference of excellence, through dynamic
entrepreneurship and notoriety as...
5 STAR ALGARVE RESORTS
Brand
(2007)

:

As

Cascatas

Golf

Resort

Monte Santo Resort (2008)
Conrad Palacio da Quinta
Loc...
HOW DID WE START
•

Establish Strategy
and Goals through
Scorecard

•

Integrating Function
in Marketing
Department

•

We...
INTERNET SCORECARD
Strategy tree and scorecard details :
Goal
SEO Perspective
Google 1st page Results - EN
Google 1st page...
WEBSITE RE-DESIGN
Large Hi Res pic
above the fold
Commercial
Thumbnails
above the fold
Internal
Hyperlinks
FB Share
Integr...
RESULTS WEBSITE REDESIGN
Increased Loyalty, Seasonal drop, Paused PPC

All Quality
Stats
Improve

BACKGROUND
MOBILE MARKETING
29% more new visitors than normal website

3% of all traffic

BACKGROUND
e MARKETING

Average Open
Rate PT:
21,09%

Average Open
Rate UK:
15,09%

Average CTR
PT: 9,25%

Average CTR
UK: 5,27%

BAC...
WHY SOCIAL MEDIA
The Obvious

PR – to increase awareness of potential users
Build engagement, excitement and online visibi...
FACEBOOK

Facebook Goals
Posts: at least one a day
Pickup: +50 Fans a week
Generate Website Traffic: Within Top 5 of Refer...
PERSONALISED FACEBOOK
TABS

GETTING SOCIAL
INCREASE FACEBOOK FANS

GETTING SOCIAL
FACEBOOK AFFILIATE
MARKETING
10/10/10 - 10.000 Fans Sweepstake
Marketing Partners:

Algarve Motor Park
7Seven Spa Vilamour...
TWITTER

Twitter Goals
Posts: One daily retweet, update, mention/response
Pickup: 20 followers a day
Time commitment: 5- 3...
BLOGS
3% of all
traffic

17% more new
visitors than
normal
website

GETTING SOCIAL
GENERAL ENGAGEMENT
What do we talk about? Bilingual
•
•
•
•
•
•
•
•
•
•

Exclusive Fan Promotions / Follower benefits / di...
SERVICE ENGAGEMENT
Seek out & respond to and act on
complaints / concerns
Reviewers / those sharing compliments are
thanke...
SERVICE ENGAGEMENT

BEING SOCIAL
SERVICE ENGAGEMENT

BEING SOCIAL
SOCIAL MEDIA
Fans/Likes: 2.200 – 6.200
Ranked: #1/20 – # 1/38
Followers: 802 – 516
Downloads: 4.016
Testimonials: 0
Follow...
ALGARVE HOTELS TOP 50

BEING SOCIAL
CHANNEL INTEGRATION
On & Off-line Multi-Channel Approach
Dedicated Promotional Landing Page
Email Marketing
Mobile Marketi...
SOCIAL MEDIA INTEGRATION
30.000+ new contacts

9.000+ visits

30.000+ views

85%+ New Visitors

38 countries, 382
cities

...
RETURN ON INVESTMENT
• Opportunities for providing great
customer service
• Two-way engagement potential;
empowering hones...
CONVERSION
Referral Traffic of Social Media Sites
Facebook, Q3/Q4 2010 already 2nd referral
site
All Social Media: > 2% of...
Marc Sontag
Director of Residential Tourism
IMOCOM Hotels and Resorts
marc.sontag@imocom-grupo.com
+351 289 304 900
“Marke...
Basics of Internet & Social Media Marketing in the Hotel Industry
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Basics of Internet & Social Media Marketing in the Hotel Industry

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This presentation was prepared for students and professionals in the Hospitality, Hotel and Tourism Industry, providing a practical insight on the daily internet and social media process at the luxury mixed-resorts resorts I managed in the Algarve.

Published in: Social Media, Business, Technology
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Basics of Internet & Social Media Marketing in the Hotel Industry

  1. 1. Internet & Social Media Marketing a Practical Case Study Imocom Hotels and Resorts
  2. 2. “ Business has only two functions – marketing and innovation .” Milan Kundera, Czech novelist, playwright and poet.
  3. 3. OVERVIEW • Background Imocom Group Our resorts Why Internet Marketing & Social Media? • Implementation and Strategy General information Strategies we use • Results OVERVIEW
  4. 4. IMOCOM GROUP Corporate Identity Vision  To be a reference of excellence, through dynamic entrepreneurship and notoriety associated with the best and most innovating projects. Values Innovation – challenge the status quo and creating value add. BACKGROUND
  5. 5. 5 STAR ALGARVE RESORTS Brand (2007) : As Cascatas Golf Resort Monte Santo Resort (2008) Conrad Palacio da Quinta Location: Vilamoura, Carvoeiro Accommodation: 69 1 to 4 bedroom Suites 33 1 to 3 bedroom suits and linked villas BACKGROUND
  6. 6. HOW DID WE START • Establish Strategy and Goals through Scorecard • Integrating Function in Marketing Department • Website Re-design BACKGROUND
  7. 7. INTERNET SCORECARD Strategy tree and scorecard details : Goal SEO Perspective Google 1st page Results - EN Google 1st page Results - PT Number of keywords that the site ranks for in the top 30 Number of keywords that the site ranks for in the top 30 Number of top 30 Ranks on Google.com Perspective SEO Perspective Number of top 30 Ranks on Google.co.uk Number of top 30 Ranks on Google.pt PPC Perspective Number of top 30 Ranks on Yahoo Number of top Social Media Perspective 30 Ranks on Bing Number of top 30 Ranks on AltaVista Web site effectivenessper Page Yield (Keywords/Landing Pages) Keyword Inbound Total Performance Links (Google, Yahoo, Live, AllTheWeb, AltaVista) Number of traffic generating organic keywords Visitors per Keyword Page Saturation (Google, Yahoo, Live, AllTheWeb, Traffic from Organic Search Number of unique landing pages Non-Brand to Brand search ratio Weight Performance (x of 10) Unit (%) 3 7 5 4 3 4 4 2 1 1 1 2 4 3 1 1 2 2 2 # # # # # # # # # # # # # # # # # # Total Performance in group BACKGROUND 65,97% 66,67% 13,33% 79,00% 74,00% 80,00% Performance 70,00% 65,97% 20,00% 80,00% 65,62% 75,00% 71,23% 73,33% 88,00% 79,37% 92,75% 71,23% 91,56% 92,50% 89,49% 91,56% 94,12% 47,00% 65,97%
  8. 8. WEBSITE RE-DESIGN Large Hi Res pic above the fold Commercial Thumbnails above the fold Internal Hyperlinks FB Share Integration & Call to Action FB “Like” integration on all LP’s Newsletter subscription with mobile nr Tripadvisor Review applet Strong Imagery: Hi Res, Virtual Tour, Films SEO Footer BACKGROUND
  9. 9. RESULTS WEBSITE REDESIGN Increased Loyalty, Seasonal drop, Paused PPC All Quality Stats Improve BACKGROUND
  10. 10. MOBILE MARKETING 29% more new visitors than normal website 3% of all traffic BACKGROUND
  11. 11. e MARKETING Average Open Rate PT: 21,09% Average Open Rate UK: 15,09% Average CTR PT: 9,25% Average CTR UK: 5,27% BACKGROUND
  12. 12. WHY SOCIAL MEDIA The Obvious PR – to increase awareness of potential users Build engagement, excitement and online visibility Customer Service – to address issues / complaints Build Loyalty and Business thru new channel and generate ROI The Not So Obvious Prospecting – attracting new clients CRM – to stay in front of mind of past guests Branding – Support our core values: innovation BACKGROUND
  13. 13. FACEBOOK Facebook Goals Posts: at least one a day Pickup: +50 Fans a week Generate Website Traffic: Within Top 5 of Referrals Conversion: Reservations Time commitment: 5- 30 minutes a day GETTING SOCIAL
  14. 14. PERSONALISED FACEBOOK TABS GETTING SOCIAL
  15. 15. INCREASE FACEBOOK FANS GETTING SOCIAL
  16. 16. FACEBOOK AFFILIATE MARKETING 10/10/10 - 10.000 Fans Sweepstake Marketing Partners: Algarve Motor Park 7Seven Spa Vilamoura BMW Real Picadeiro LuxWoman GETTING SOCIAL
  17. 17. TWITTER Twitter Goals Posts: One daily retweet, update, mention/response Pickup: 20 followers a day Time commitment: 5- 30 minutes a day GETTING SOCIAL
  18. 18. BLOGS 3% of all traffic 17% more new visitors than normal website GETTING SOCIAL
  19. 19. GENERAL ENGAGEMENT What do we talk about? Bilingual • • • • • • • • • • Exclusive Fan Promotions / Follower benefits / discounts Recent Guest Reviews on Tripadvisor, Booking.com etc Recent Media exposure Events & Destination news Friday Afternoon Quote Fan Quiz, Fan Contests, Fan Sweepstakes InFavour Hotel Loyalty benefits Post birthdays of guests with special Birthday Offer Make the fans hungry. Daily pics of restaurant specials Upload small “home made film” “How to prepare a cataplana? Check out this video from our head chef. BEING SOCIAL
  20. 20. SERVICE ENGAGEMENT Seek out & respond to and act on complaints / concerns Reviewers / those sharing compliments are thanked Tripadvisor • All guest receive a post stay letter to review and or “like” • All reviews are tracked and receive personal response BEING SOCIAL
  21. 21. SERVICE ENGAGEMENT BEING SOCIAL
  22. 22. SERVICE ENGAGEMENT BEING SOCIAL
  23. 23. SOCIAL MEDIA Fans/Likes: 2.200 – 6.200 Ranked: #1/20 – # 1/38 Followers: 802 – 516 Downloads: 4.016 Testimonials: 0 Followers: 2 - 7 BEING SOCIAL
  24. 24. ALGARVE HOTELS TOP 50 BEING SOCIAL
  25. 25. CHANNEL INTEGRATION On & Off-line Multi-Channel Approach Dedicated Promotional Landing Page Email Marketing Mobile Marketing Social Media Marketing BEING SOCIAL
  26. 26. SOCIAL MEDIA INTEGRATION 30.000+ new contacts 9.000+ visits 30.000+ views 85%+ New Visitors 38 countries, 382 cities 55 Media publications SWEEPSTAKE
  27. 27. RETURN ON INVESTMENT • Opportunities for providing great customer service • Two-way engagement potential; empowering honesty with “likes” / “dislikes” • Unique Niche and Source of Referral • Increased Sales / New route to market CONCLUSION
  28. 28. CONVERSION Referral Traffic of Social Media Sites Facebook, Q3/Q4 2010 already 2nd referral site All Social Media: > 2% of web traffic Facebook holds 65% of Social Media Traffic Reservations: between 1-2% of web traffic CONCLUSION
  29. 29. Marc Sontag Director of Residential Tourism IMOCOM Hotels and Resorts marc.sontag@imocom-grupo.com +351 289 304 900 “Marketing takes a day to learn. Unfortunately it takes a lifetime to master” Philip Kotler, 1931 -, US Marketing Guru THANK YOU
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