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SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
SoLoMo Thursday | Target: Audience
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SoLoMo Thursday | Target: Audience

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  • The problem marketers face with Mobile Strategizing is:how to segment and attract the right target audience. Phones or Tablet? Andriod or Blackberry or Apple? Mobile App or Mobile Web? Advertisement or Campaign? Every dollar spent to deploy on each platform is precious. We will use case studies from Hotels & Hospitality to show you WHEN to deploy WHAT types of Mobile Marketing Strategy, to reach the right audience & achieve the highest ROI for your business.
  • Why do we choose Grading to be the main categorization & Purpose as the sub-category?Reason: Purpose determines the Length of StayGrading determines the FacilitiesManagement: It does not define how hotel clients use the SoLoMo and hence will not determine what technology or campaigns will be used. However, we must take note of these when determining how the backend information will be received. So its more on logistics.Geographical: We will talk about what works in Asia. Not worldwide in the interest of time.
  • Speaking point: They want to stay top-notch in their services. They have the brand name, they just need to maintain itFunctionality required for the mobile app: food guide (top cuisines), search & reservation, membership, customer service, Social Media: Brand Management, Hype & Buzz, Market Research, Fans Engagement
  • Speaking point: They want to stay top-notch in their services. They have the brand name, they just need to maintain itFunctionality required for the mobile app: food guide (top cuisines), search & reservation, membership, customer service, Social Media: Brand Management, Hype & Buzz, Market Research, Fans Engagement
  • Which platform you choose depends on your target audienceE.g. Business Travelers in the US has an average annual income of $76,100 (Travel industry Association of America, 2013)From 2011 to 2012 (Global Smartphone Market Share)Android +21% (68.1%)iOS -1.9% (16.9%)Blackberry -6.7% (4.8%)Windows +1.2% (3.5%)
  • Which platform you choose depends on your target audienceE.g. Business Travelers in the US has an average annual income of $76,100 (Travel industry Association of America, 2013)From 2011 to 2012 (Global Smartphone Market Share)Android +21% (68.1%)iOS -1.9% (16.9%)Blackberry -6.7% (4.8%)Windows +1.2% (3.5%)
  • Which platform you choose depends on your target audienceE.g. Business Travelers in the US has an average annual income of $76,100 (Travel industry Association of America, 2013)From 2011 to 2012 (Global Smartphone Market Share)Android +21% (68.1%)iOS -1.9% (16.9%)Blackberry -6.7% (4.8%)Windows +1.2% (3.5%)
  • Results: +1000% in night room booking for 2011 compared to 2010.Results: Gross mobile booking revenue is USD38 in 2010
  • How to play?Like the FB PageShare your travel tips on the different subjectsShare on your wall & other fans will voteWin if you get the most vote (monthly)FYICampaign Result: Dec – 5100 New Fans, Nov – 3570, Oct -755 (The FB page started in 28 March 2011)It is a Facebook App. The entire campaign ran from October 17th 2011 to 31st January 2012Subjects: Away from Home, Stuff to Do, Shopping, Entertainment. Location of the tip is a requirement.Reward: Round trip flight for two to anywhere in the US (Grand prize for Jan 2012), There is a monthly winner. (Monthly small prize is more applicable for those with a tight budget)Fans looking for travel tips in a certain area can select the location & find out what’s interesting. They can choose to vote if the tip is genuinely great! Fans can give as many tips as they want. But you may vote only once for one tip. You can vote for the same user again if he/she has a another tip
  • How to play?Like the FB PageShare your travel story by answering 1 of 5 questionsWin a grand prize if you get chosen randomly (1 prize only)FYIShare your story according to 5 topicsHave fun (Tell us about the most adventurous vacation ever taken)Eat & Drink (Tell us your story of your greatest meal-away-from-home experienceRelax (Tell us your story about the most relaxing place you’ve ever vacationed)Connect (Tell us about your most memorable business trip of your life)Transition Share your favorite holiday inn experienceFrom 3rd Aug to 14th Sept 2011, Holiday Inn launched “Stay Social” Reward: an all expense paid trip to The Hub at Holiday Inn in Atlanta. 2 tickets to Major League Baseball Game (1 prize system – the prize must be really attractive)Must be armed with sufficient budget to make the grand prize really enticing. Which is why it’s more suitable for hotels with 3 stars & aboveSept 2011 – 44804 Likes Aug – 8815 Likes (why is the # likes so high? This FB page had more # FB fans to begin with, viral effect was stronger)
  • Campaign: “World’s Biggesst Bed Jump” – 20,000 people participated in this event. In Shanghai, Paris, London and New York, thousands of people will jump on giant beds over 16 hours, celebrating the 5 million free rooms up for grabs and setting the record for the world’s biggest bed jump.This is a bad campaign because they are blasting the wrong content (no relevance to user)This is blasting, not sharing.What could have been done better? (only 68 views for this channel)The campaign should be integrated with the original IHG Youtube Channel. Time & cost of maintenance increased with more channels. Campaigns can also leverage on the high subscription of the original channel.
  • Fast response by IHG. Screenshot on the right. IHG manages their twitter page very well.The picture on the right shows that IHG responded to a guest’s enquiry in a matter of 16 mins.Many twitter users are using the social media channel to vent their unhappiness with a service. E.g The Guardian wrote an article about La Fitness’s poor customer care which created a storm on twitter. NY Times wrote about an angry Jet Blue customer who got his flight changed after sending a series of about 25 tweets.Link: http://www.guardian.co.uk/money/2012/jan/24/la-fitness-dropping-contract-pregnant-womanLink: http://travel.nytimes.com/2011/01/30/travel/30prac-flightrights.html?src=daypFast response time is required. A dedicate team needs to monitor this platform 24/7, which is another cost for hotels to carry. Thus for hotels with limited budget, focus on FB as we will see later in the case studies, FB can serve a similar purpose in customer service too.
  • How it works?Search for nearby hotels based on user’s locationCompare the different hotel ratesPlot the direction to the hotel of choice from user’s locationResults: As mentioned earlier, +1000% in night room booking for 2011 compared to 2010.
  • How to use?Enroll for freeEarn the points when you stay at any hotel of the 7 brands, travel with any of the >40 partnering airlines & other partnering retailsRedeem a suitable reward from the catalogFYIResult: +5mil in membership. 56mil (2010) to 63mil (2011)Rewards: % for hotel rooms, % for airline tickets with >40 partnering airlines, % for auto rentals, gift certificate and other products.Partnering Airline: http://www.priorityclub.com/hotels/us/en/global/miles/us/airline
  • The next few case studies are arranged according to: Pre-Trip, On-Trip, Post-TripTo ensure that the audiences understand that digital marketing solution has a place in every stage of a traveller’s decision making process.
  • I will now go thru a few case studies segmented by the lifecycle of stay.
  • Hotel chains with many different amenities will benefit. (1 single brand)This app shows you where are all the different amenities from the hotel chain & you can reserve a room through the app.Speaking Point:This is different from the previous app shown in the sense that you must have enough scale around the globe in order to benefit from this app; for the users as well. Essentially, you want your guests to find reservation to be a piece of cake regardless of their locations.
  • How to use?Select your area & location Shows the cheapest rooms from each hotelBook the rooms directly through the appLocation – price comparison based on users’ locationHotels of 4 star & above don’t really need this app. They do not compete to be the cheapest among their competitors. They focus on travellers with a higher budget, who are looking to be treated as such. Thus, customers services are the priority for them.As for the rest, less empty room = more revenues. Small & independent hotels & can work together ?
  • How to use?Select your area & location Shows the cheapest rooms from each hotelBook the rooms directly through the appLocation – price comparison based on users’ locationHotels of 4 star & above don’t really need this app. They do not compete to be the cheapest among their competitors. They focus on travellers with a higher budget, who are looking to be treated as such. Thus, customers services are the priority for them.As for the rest, less empty room = more revenues. Small & independent hotels & can work together ?
  • Campaign:A contest to become the brand ambassador + garner reviewsHow to Play: Write about yourself & say why you should be the ambassador. Top 5 were selected by management to campaign votes for themselves. Reward: Highest # of votes win. Bring along someone to stay at the resort for 2 months free of charge. Paid USD$2500/month. Required to share their experiences on all SM media everyday. Results: 20% increase in bookings. (Masable 2011)
  • Photo Contest:Photos must follow the theme of pink, the hotel brand colourFans must like the page to either participate or voteAll who voted or participated will get a 20% discount coupon for a meal at L’Eclipse (lunch/dinner). It’s a restaurant in the hotel.The coupon promotes conversion as fans will use the coupon. It has no min spending criteria. Attracting fans to spend at the hotel.
  • Bask in the festive moodLike the FB pageSign up an entry form State the perfect romantic getaway for valentine’s dayRomantic tips & places to go will be shared from the Four Season staffThese tips will also be shared through Twitter, #FSLoveBucketSelect 1 participant randomly & reward himFYIThe FB app has a virtual “love bucket” which contains romantic tips & places from Four Season staff. The users can also browse what other FB fans have wished for. Users will enter the contest by sharing theirs.Tie in campaigns with selected festivals for Name Branding. (Mother’s Day, Valentine’s Day,)
  • How to use?Use the app and it will recognize your locationGives you local tips & directions to get aroundShows photos of the local attractionsPurpose:Reducing concierge traffic (outbound – attractions info, local guide)What do we suggest?Different grades of hotels should focus on different purpose. E.g for 4star & above, includemichelin star restaurant guides. Because your guests are going to be interested in themFor the rest of the hotels, focus on local hunts for authentic delicacies, because your guests are going to like to enjoy the biggest bang for their buck & experience the local culture
  • How to use?Scan the OR code at reception to download the local appAccess to VIP info with the presidential tips functionPresidential Tips function: SharingofCarltonpresidentHerveHumler’sinsights &tipsoftheRitz-Carltonhotelbasedonguest’slocation.Keep up with the hotel’s activity calendar of wine tasting, s’mores roast & more.Purpose:Digital concierge service (inbound – services within hotel such as arts tour. Outbouad – local guide)FYIQRcodeisanimportantfeatureofthisapp.ParticipateinaCulturalArtsTourthrough the hotel’s art collection ledbyQRcodesEnjoy a digital scavenger hunt led by QR codes & clues at each stop
  • How to use?Request for room service & housekeeping without calling the receptionAllows you to send an e-card via Facebook & emailPurpose:Encourage use of facilities, especially paid ones like spaIncrease efficiencies FYIE-Postcard. This added a layer of social element to the app which allows the users to stay connected with their family & friends. Travellers wants to stay connected with their family & friends
  • Raffles Hotels use FB as a platform to solicit guests’ reviews and opinions from their past hotel stays. Engaging fans in such a way also shows that you are willing to listen to and value your customersThis could also be a pre-trip campaign
  • Now combine your Defined Target Audience + SoLoMo Research + Your Purpose = to get an Appropriate SoLoMo Strategy.
  • Ihavemerelygivenyousomeideasonwhattypesofcampaignscanberunbasedonyourrequirementsandyourtargetaudience.Themostimportantstepisthefirst2–whichistofindoutwhoyourtargetaudienceisandwheretofindthemonSoLoMo.
  • Transcript

    • 1. SoLoMo Thursday Juliet Low Marketing Director (Asia) Techsailor Group Website : http://www.SoLoMoThursday.com Facebook : http://www.facebook.com/SoLoMoThursday LinkedIN : http://sg.linkedin.com/in/solomothursday Youtube : http://www.youtube.com/user/SoLoMoThursday Twitter : https://twitter.com/#!/SoLoMoThursday Book Ticket : http://solomothursday.eventbrite.com31st January 2013 PAGE1
    • 2. Opening Note Biz Card @ #Solomotive Drink Vouchers @ Bar Fishbowl o `31st January 2013 PAGE 2
    • 3. ObjectivesProvide insight on SOcial, LOcation-based andMObile Media to your business o Explore usage of Social platforms & Mobile Apps. o Apply strategies to different industries. o Apply strategies to different functions in Sales, Marketing & PR. o Present latest technologies. o Analyse case studies & global statistics. PAGE 331st January 2013
    • 4. SPEAKER : REX HUANG31st January 2013 PAGE 4
    • 5. Target: Audience31st January 2013 PAGE5
    • 6. A wise man’s view on SoLoMo PAGE 6
    • 7. Sharing for This Thursday• Understand how SoLoMo works• Discover where are your target audience• Realize why SoLoMo is not for everyone• Know which digital solution will work for you PAGE 7
    • 8. SoLoMo isTechnology Marketing Life Style The Synergy of SoLoMo Enables Creators to come out with lifestyle changing Ideas. PAGE 8
    • 9. Glance of SoLoMo for Hotel PAGE 9
    • 10. It sounds cool,but does it work for my business and how? You Must Know Your Target Audience PAGE 10
    • 11. Our Methodology Find How Your TargetDefine Target Audiences Audiences Use SoLoMo Study Audience Create Attractive & Behavior to decide if Valuable Engagement SoLoMo is suitable PAGE 11
    • 12. Target Audience Profiling Step 1: Define Target Audience PAGE 12
    • 13. Define your Audience!Considering Factors• Grade: Luxury, Up Scale, Mid-Tier, Economy• Location: CBD Area or Near or inside Tourism Attractions• Purpose: Business/Leisure• Geographical: Local, ASEAN, China, India & West.• Seasons & Festivals: Summer/Winter/Special Occasion like F1. PAGE 13
    • 14. Types of Hotel Guest
    • 15. Grouping & Profiling • Mid & High Income Local Singaporeans. • Leisure getaway in weekends or short holiday. • Hope to build up long time loyalty and come back often.
    • 16. Where are your audience?Step 2: Research how they use SoLoMo PAGE 16
    • 17. Social & Mobile Media PAGE 17
    • 18. Mobile Media“Indonesia is the largest smartphone market in S.E. Asia with its smartphonepenetration rate at 62%, Malaysia & Singapore while have the deepest 88%.”smartphone penetration at - GfK Group (2012) BUT PLEASE DON’T TRUST ANY DATA WITH OUT FURTHER VALIDATION WITH DIFFERENT SOURCES. PAGE 18
    • 19. SoLoMo BehaviorTravellers are still actively using social media while on vacation. 85% Use smartphones abroad 72% Post vacation photos (International leisure travellers) on a social network 46% Check in to a location 70% Update Facebook Status (e.g. Facebook, Foursquare) - Lab42 in Mashable (2012) PAGE 19
    • 20. Case Study:Intercontinental Hotel Group (IHG) PAGE 20
    • 21. Intercontinental Hotel Group2011: FB Campaign Launched • “King of the Road” for Candlewood Suite • “Stay Social” for Holiday Inn2011: 7 Hotel-Booking Apps LaunchedResults: +10x • Room Night Bookings from 2010 = • Mobile Booking Revenue = USD$20m/month PAGE 21
    • 22. Pre-trip Engagement & Recruit Castlewood Suites “King of the Road” Campaign Results: +10K Fans in 3 months PAGE 22
    • 23. Pre-trip Engagement Holiday Inn “Stay Social” Campaign Results: +49K Fans in 2 months PAGE 23
    • 24. Pre-trip Content Blasting IHG “World’s Biggest Bed Jump” Campaign PAGE 24
    • 25. Post-trip Customer Service IHG Twitter Page PAGE 25
    • 26. Pre-trip Sales: Search & Reservation IHG Hotel Booking App Results: +10x in night booking PAGE 26
    • 27. Post-trip Sales: Membership Loyalty IHG Hotel Booking App Results: #Membership +7mil/year PAGE 27
    • 28. Holistic Tourism Experience ThruSoLoMo Pre-trip • Search for recommended ideas on SM • Decide on a hotel based on reviews & branding • Book & Reserve through AppPost-trip On-trip• Review & share • Redeem membership experiences on SM reward & discount• Recommend ideas to • Search for local info friends & family through a guide• Advocate for brand • Enjoy hotel services PAGE 28
    • 29. What Do You Want To Do?Step 3: Understand your purpose PAGE 29
    • 30. Pre-trip Search & Reservation (Brand) Starwood Preferred Guest PAGE 30
    • 31. Pre-trip Search & Reservation (Location) Hotel Tonight PAGE 31
    • 32. Pre-trip Search & Reservation (Location) Hotel Tonight PAGE 32
    • 33. Pre-trip Engage: Recruit Balsams Grand Resort “Innbedded Resorter” Campaign PAGE 33
    • 34. Pre-trip Engage: Conversion The LangHam Hong Kong PAGE 34
    • 35. Pre-trip Intel Gathering Four Season Hotel PAGE 35
    • 36. On-trip Concierge Service (Outbound) Mandarin Oriental Hotel PAGE 36
    • 37. On-trip Concierge Service (In/Outbound) Ritz-Carlton Hotel PAGE 37
    • 38. On-trip Customer Service Mystique Hotel PAGE 38
    • 39. Post-trip Feedback Gathering Raffles Hotels & Resorts PAGE 39
    • 40. Our RecommendationsStep 4: Develop SoLoMo Strategy PAGE 40
    • 41. Suitability for SoLoMo PAGE 41
    • 42. Our Methodology Find How Your TargetDefine Target Audiences Audiences Use SoLoMo Study Audience Create Attractive & Behavior to decide if Valuable Engagement SoLoMo is suitable PAGE 42
    • 43. There is no one solution to fit all. Know your target audience! PAGE 43
    • 44. Questions? Rex Huang [E] rex@techsailor.com [SG] +65 8555 7288 [CN] +86 135 3887 7660Brought to you by:
    • 45. Manage your Online Reputationwith PR Guru Brian WendelSPEAKER : Brian WendelSENIOR VP, FTI CONSULTINGMarch 28, 201331st January 2013 PAGE 45
    • 46. Why Everybody Hates YourMobile AdvertisementSPEAKER : Christian GeissendoerferFOUNDER & CEO, YOOSEApril 25, 201331st January 2013 PAGE 46
    • 47. How to make your BusinessFail.SPEAKER : Ewan GreyDIRECTOR, APACSKYSCANNERJune 27 , 201331st January 2013 PAGE 47
    • 48. It’s Not About ME.SPEAKER : Wayne ChiaBIZ DEVELOPMENT DIRECTOR,TECHSAILOR GROUPJuly 25, 201331st January 2013 PAGE 48
    • 49. Lucky Draw 31st January 2013 PAGE 49
    • 50. Bulk Buying Deal 4 tickets @ $39.90 ---------------- o Purchase at Reception. o Cash Only. o Tickets are transferable.31st January 2013 PAGE 50

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