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Nicole Murakami's Skillshare Assignment on Holiday Inn
 

Nicole Murakami's Skillshare Assignment on Holiday Inn

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Assignment for Julian Cole's Skillshare class, "Create a great Social Media Strategy" ...

Assignment for Julian Cole's Skillshare class, "Create a great Social Media Strategy"
I take a look at Holiday Inn as a hypothetical client, and apply the learnings from the class to create the deck.

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    Nicole Murakami's Skillshare Assignment on Holiday Inn Nicole Murakami's Skillshare Assignment on Holiday Inn Presentation Transcript

    • Digital InsightsSkillshare  “Create  a  Great  Social  Media  Strategy”    Instructor:  Julian  Cole  By  Nicole  Murakami  @nmurakami20  
    • Who is the Holiday Inn?Mid-­‐priced  accommodations,  “excellent  value”  International  brand  and  recognition  Subsidiary  of  InterContinental  Hotels  Group  
    • Business Problem Online bookings have decreasedGOAL Increase site traffic by 30%TIMING January 2013- December 2013BUDGET $100,000
    • How do we increase site traffic?
    • We need to know:ONE. Who  is  the  consumer?   How  are  they  currently  arriving  at  the  Holiday  TWO. Inn  site?  THREE. Why  are  they  choosing  Holiday  Inn?  FOUR. What  are  their  competitors  doing  to  drive   trafHic?  
    • Who is the consumer?
    • US online site visitors Source:  Quantacast   The  average  visitor  to  holidayinn.com  is  an  afCluent,  college-­‐educated  Caucasian   female  with  no  kids;  the  average  user  also  overindexes  for  the  age  groups  35-­‐44   and  55-­‐64.    
    • Facebook audience Source:  Facebook  Page  Insights   There  is  a  large  number  of  fans  and  fairly  high  engagement.  Compared  to  some  of   the  competitors  such  as  Best  Western,  Hampton  Inn  and  Embassy  Suites  Hotels,   the  Holiday  Inn  has  a  high  engagement*  rate  of  2.74%  compared  to  an   average  of  0.70%.  Looking  further  into  the  most  popular  week,  there  was  a   Facebook  giveaway  posted  during  the  week.   *Calculated  by  dividing  the  number  of  fans  by  people  talking  about  this  
    • Online site traffic Source  Compete   According  to  compete.com,  there  was  a  spike  in  March  and  July.  The  spike  in  July   corresponds  to  the  high  search  volume  for  “holiday  inn”  in  July  (see  slide  11).  We   can  discuss  with  client  if  they  know  of  possible  reasons  attributing  to  the  March   spike.  
    • How are they arrivingon the Holiday Inn site?
    • Search trends for “holiday inn” Source:  Google  Trends   Over  the  years,  there  is  a  clear  pattern  for  people  searching  for  “holiday  inn”  with     a  spike  in  July,  and  a  dip  in  December.  Similarly,  “cheap  hotel”  aligns  with  this   pattern,  while  “luxury  hotel”  shows  a  much  more  erratic  pattern.     There  are  smaller  spikes  on  Mondays  and  a  small  dip  on  Sunday  for  searches.  
    • High mobile search traffic Source:    Google  2012  Understanding  the  AfCluent  Traveler   Source:  Google  Ad  Planner   A  2012  Google  report  Understanding  the  Af/luent  Traveler  provides  research  that   afCluent  travelers  often  use  their  mobile  device  to  both  access  information  about   planning  their  trip,  as  well  to  book  a  hotel  stay.  Google  Ad  Planner  conCirms   heavily  mobile  search  trafCic  for  “holiday  inn.”    
    • Why are peoplechoosingHoliday Inn?
    • Loyalty and social media reviews Source:    Google  2012  Understanding  the  AfCluent  Traveler   Source:    Google  2012  Traveler  Loyalty  Program  Research  Report   According  to  Google’s  recent  report,  almost  all  afCluent  travelers  belong  to  a   loyalty  program.  (79%  of  inCluent  travelers  join  loyalty  programs  for  free  perks.)   Holiday  Inn  has  one  of  the  largest  hotel  loyalty  programs:  Priority  Club  Rewards.   Additionally,  over  50%  of  afCluent  travelers  read  online  reviews.  A  recent  study  by   the  Cornell  School  of  Hotel  Administration  found  a  clear  correlation  between   positive  social  media  reviews  and  hotel  reservations.  
    • Social behavior Source:    Google  2012  AfCluent  Traveler    Research  Report   A  2012  Google  report  Af/luent  Traveler  shows  that  afCluent  travelers  are   comparison  shopping.  [The  irony!-­‐  or  is  it,  those  that  save,  have?]  While   comparison  shopping,  videos  are  often  a  key  part  of  the  process  and  guide  their   decision.  61%  of  afCluent  travelers  reported  watching  a  video  while  determining   which  accommodation  to  book,  after  knowing  the  particular  destination.  
    • What is the competition doing?
    • Best Western Source:  MixRank   Best  Western  serves  ads  on  speciCic  location  based  sites  such  as  blogs  around   certain  cities.  Additionally,  they  are  running  display  ads  that  emphasize  the   loyalty  program  and  offers  free  perks  for  other  industries,  in  return.    Best  Western   was  one  of  the  Cirst  to  allow  bookings  through  Facebook.  They  recently  also  held  a   Facebook  promotion  for  loyalty  members  to  win  a  dream  vacation.  
    • Hampton Inn Hampton  Inn  shows  text  ads  on  various  location-­‐speciCic  sites,  but  no  display  ads   are  shown  on  MixRank.  In  addition,  the  Facebook  cover  includes  a  hashtag,   #HamptonalityMoments  to  encourage  social  conversation.  Yet,  the  brand  misses   out  on  an  opportuniity  to  cross-­‐platform  by  not  including  a  link  to  Twitter.  One   bonus  point?  The  Hampton  Inn  site  is  included  in  the  “About”  portion  to  drive   trafCic  and  bookings.  
    • Embassy Suites and Hotels Source:  MixRank,  Facebook,  YouTube   Embassy  focuses  on  the  loyalty  program  by  including  HiltonHonors  in  the  display   ads,  and  emphasizing  the  low  price.  Additionally,  they  are  hosting  a  Facebook   promotion  to  encourage  new  Facebook  likes.  Embassy  hosts  a  social  campaign   focusing  on  a  UCB  and  seemingly  user-­‐generated  content  to  show  his  stays  at   Embassy  over  break.  These  videos  are  also  hosted  on  the  YouTube  channel,   encouraging  users  to  visit  their  different  properties.  
    • Competitor SentimentBest  Western   Comfort  Inn   Embassy  Suites   Holiday  Inn   Reviewing  the  social  landscape,  Best  Western  is  the  only  brand  with  positive   sentiment  rather  than  the  overwhelmingly  neutral  conversation  around  the  other   brand  mentions.   Source:  Socialmention  
    • Strategy: Integrate loyalty program with socialEmphasize  perks  of  loyalty  program:  Provide  campaigns  and  perks  only  available  to  loyalty  programs  Give  away  loyalty  member  points  to  those  who  bring  in  new  members  Highlight  loyalty  members  through  social    Provide  unique  giveaways  during  low-­search  volume  months  such  as  December  to  boost  site  trafHic  Utilize  a  social  media  campaign  that  focuses  on  mobile:    Host  a  contest  that  encourages  people  to  submit  entries  including  a  photograph  or  video    Place  mobile  ads  on  social  platforms  Provide  extra  perks  for  loyalty  members  that  utilize  mobile  to  check-­in  ,  “Ex.  From  @nmurakami20:  Just  checked  into  Dallas  Holiday  Inn  &  earned  points  toward  a  free  night  #PriorityRewardsClub    Encourage  users  to  share  positive  reviews,  thus  providing  information  for  comparison  shoppers:  Create  a  social  campaign  around  submitting  a  positive  experience  at  at  Holiday  as  an  entry  Engage  with  those  those  who  write  positive  reviews  on  social  Highlight  user-­generated  videos  on  social  networks  
    • Thank youNicole Murakami@nmurakami20