sTRATEGIES TO IMPROVE OYO PRESENCE ON DIGITAL AND SOCIAL MEDIA

1. INBOUND MARKETING
STRATEGY of OYO
IIM SIRMAUR
Arjun Dixit || Ashish Gautam || Nivedita Das ||Sanat Kumar Gabel
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2. Introduction-
OYO
• Industry- Travel & Hospitality
• Product/Service: On the OYO
platform, guests can do on-demand
booking without waiting for a reply
from a host, and they can check in and
out instantaneously instead of waiting
at a reservation desk.
• Is it B2B or B2C?
• Primary Business goal of OYO: Fixing
the predictability.
• Revenue: Rs. 2600 Crore (2016)
COMPANY OVERVIEW
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3. BUYER PERSONA #1
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4. BUYER PERSONA #2
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5. BUYER PERSONA #3
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6. SWOT ANALYSIS OF OYO
STRENGTHS WEAKNESSES
• Partial inventory
• Inability to convert leads to
clients
• Customer
retention/repeatability still a
problem
OPPORTUNITIES
• Growing demand for
aggregators
• Surge in budget accommodation
demand
• More and more people are
relying on technology
• Vast reach of social media
THREATS
• Growing concerns about safety.
• Competition from Zostel.
• Fewer repeat customers.
• Business model highly imitable.
• Standardization
• Use of advertising for brand
recall
• Ever growing network
• Budget hotel
• Young and highly spirited leader
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7. SOCIAL MEDIA STRATEGY
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8. COMMUNICATION TONE OF
VOICE
EMOTIONAL
• To attract customers for family
vacations.
• To increase customer retention
about the brand.
ALLURING
Attractive images of tourist destination
should be used to attract more tourists
towards the spots
FUNKY
To attract the new generation
solo travelers
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9. ALWAYS-ON CHANNEL STRATEGY
• #GoRogue #MMMC
• Year long campaign which will run
on social media to attract solo
travelers.
• Will attract customers by showing
photos of captivating tourist
destinations.
• Will provide unknown details about
that place to intrigue travelers.
• Target Customer: Solo travelers who
avoid tourist places during vacation
and like to travel off-season.
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10. Influencer Marketing
Video Advertising
SEO and Content
marketing
Email Marketing
.
Social Media Advertising.
Retargeting
SELECTION OF SOCIAL CHANNELS
Affiliate Marketing
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11. 71,3105 likes
714,829 follows.
1,342 posts
50.7k followers
6.7k monthly views
1k follows.
10,103 subscribe.
2,367 likes
37.2k followers
11.8k tweets.

12. 1. FACEBOOK POSTS
○ Location based posts.
○ Various campaigns like
#LetTheTravelBegin.
○ Promotional Posts like OYO B
Direct.
○ Membership programs promotion
like #OYOWizard.
○ Updates on new offers.
○ Contact number for support staff
available.
○ High response rate.
SELECTION OF SOCIAL CHANNELS
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13. 2. INSTAGRAM POSTS
○ Picture tagged by the travelers.
○ Similar posts as facebook.
○ Festive posts and videos.
○ Famous spots and delicacies of
tourist destinations (both national
and international) captured.
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14. 3. PINTEREST POSTS
○ Creative posts.
○ Various diverse boards like
“Glimpses of Ujjain”, “OYO color
feed”.
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15. 4. TWITTER POSTS
○ Social and CSR activities.
○ Award ceremonies and events.
○ Similar promotional activities and
posts like other channels.
○ Highly responsive to customer
queries, feedback and complaints.
○ Updates on new offers with eye
grabbing images as well as videos
occasionally.
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16. 5. YOUTUBE VIDEOS
○ Various videos capturing
different tourist destinations.
○ Use of trending hashtags.
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17. SAMPLE CONTENT FOR
SOCIAL MEDIA
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18. TACTICAL CAMPAIGN
0401 02 03
July-September
April-June
October-December
January-March
QUARTER-1
• Campaign to attract tourists to cold
locations in the state oh Kashmir or
Himachal Pradesh.
QUARTER-2
• Campaign to attract tourists to
locations like Valley Of Flowers” in
Uttarakhand.
QUARTER-3
• Campaign to attract tourists to
location which are famous for
Christmas carnivals. Ex- Goa
QUARTER-4
• Campaign to attract tourists to enjoy
the full bloom of places in North-
Eastern India like Sikkim.
Target Customer: Families
going on vacation, group of
friends exploring new
places.
#MakeMostOfTheSeason
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19. SOCIAL MEDIA LED TACTICAL CAMPAIGN
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20. ATTRACT, ENGAGE, DELIGHT
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01
02
03
• Referral discount
• Extra discount to repeat
customers.
• Post purchase email
surveys to know the
feedback
• Conversational bots- To
revert to customer queries
and grievances 24*7
• Engage customers by asking
them to post photos on
social media.
• Push notification
• Video- Youtube
• Content Strategy- Put
captivating content on travel
blogs.
• SEO- Put long tailed keyword
for the product/service offered
in the site. Ex- Couple friendly
ATTRACT
ENGAGE
DELIGHT

21. STRATEGY EXECUTION TIMELINE
Quarter A
A
B
C
D
Quarter B
Quarter C
Quarter D
Quarter A
(April 19-June 19)
• #MakeMostOfTheSeason:
Kashmir
• Organic Clicks 500000+
• Bounce Rate <30%
Quarter B
(July 19-Sep 19)
• #MakeMostOfTheSeason:
Uttrakhand
• Organic Clicks 520000+
• Bounce Rate <25%
Quarter C
(Oct 19-Dec 19)
• #MakeMostOfTheSeason:
Goa
• Organic Clicks 540000+
• Bounce Rate <20%
Quarter D
(Jan 20-Mar 20)
• #MakeMostOfTheSeason:
North-East
• Organic Clicks 550000+
• Bounce Rate <15%
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22. • To improve the Search Engine
Results of the website of OYO
Rooms
Business
Objectives
• SEO Optimization
• Short page titles
• Better meta description
Website Goals
• Organic Clicks
• Click Through Rate (CTR)
• Bounce Rate
Measurement
MEASUREMENT
PLAN
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24. On Page SEO SEO Score of the website Homepage
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25. 1. Improving the page
titles
2. Improving the meta
description
3. Headings keywords to
be improved
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26. Meta
Description
Meta description helps a better results of the search using SEO. Higher in the
search query, better the chances of customer clicks.
42%
12%
9%
3%
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27. Page Titles
Problem:
• The titles are long and have repetitive
words
• Vague and unclear titles
• Many titles start with the company’s
name
Possible solutions:
• Figure out better title names by avoiding
company’s name
• Short and specific titles
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28. Competitor’s
Analysis
OYO Treebo FabHotels
Overall
Performance
74/100 62/100 94/100
Performance 24/30 27/30 24/30
Mobile 30/30 15/30 30/30
SEO 10/30 10/30 30/30
Security 10/10 10/10 10/10
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32. Comparison of Bounce Rates
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33. Bounce Rate of OYO
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34. Bounce Rate of Treebo
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35. Bounce Rate of FabHotels
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36. OYO Treebo FabHotels
35.10% 66.30% 41.70%
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37. Off Page SEO
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46. KEYWORD RESEARCH & PPC
STRATEGIES
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47. Keyword
Research
OYO Rooms
Offers
Up to 20% off on
booking through
HDFC Credit card
Region
Plan a trip to Goa
Features
80% off on
Wizard
membership
Travel, Vacation
etc.
Budget travel
#MMMC
#GoRogue
Competitors
Treebo, Fabhotel
etc.
Online Hotel
Booking, Budget
hotel etc.
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57. CTR = 111872/368000 = 30.4%
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59. CTR = 22/18100 = 0.121%
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60. MOBILE STRATEGY
• Apps
Platforms : Play Store App Store
Adoption : 10 million plus installs
Push notifications
Promotions and deals can be positioned better
• WAP Site
Landing page can be improved
Lite website for slow connections
Browser compatibility
Suitable chrome add-ins to improve user
performance and recommendations
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61. Mobile Strategy
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62. Mobile Strategy
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63. Mobile Strategy
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64. Mobile Strategy
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65. Mobile Strategy
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66. Mobile Strategy
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67. Mobile Strategy
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68. • Targeted marketing and campaigns to retain customers.
• Targeted promotional emails
• Remarketing
• Referral promotion: offering referral codes online
• Short page titles
• Better meta-description: include more impactful keywords
• Better naming of the hotels (naming without the name of company)
• Include better performing keywords in the headings and content
• Mobile landing page can be more attractive.
RECOMMENDATIONS
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69. THANK YOU
#MMMC
#GoRogue
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