Mobile marketing - Starbucks & Viceroy Hotels

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Mobile marketing - Starbucks & Viceroy Hotels

  1. 1. LOCAL+SOCIAL+MOBILE FOR HOTELS AND BUSINESSES BEST EXAMPLES DEBORAH BOMSTEIN MOBILE MARKETING
  2. 2. TWO EXAMPLES <ul><li>Starbucks </li></ul><ul><li>A worldwide coffee company </li></ul><ul><li>Present on social media such as Twitter, Facebook: one of the most important company that control perfectly the communication on social media </li></ul><ul><li>Offers good deals with Foursquare </li></ul><ul><li>Viceroy Hotels </li></ul><ul><li>Hotels & Resorts around the world </li></ul><ul><li>Promoting its hotels with good deals on Twitter, Facebook and Viceroy is making great efforts regarding the impact of social media on guests engagement </li></ul><ul><li>Offers good deal when guests check-in via TopGuest (Fourquare, Gowalla) </li></ul>
  3. 3. TWO EXAMPLES <ul><li>Starbucks </li></ul><ul><li>Viceroy Hotels </li></ul>Possibility to get 20% off if guests check-in on Foursquare, Gowalla, Facebook places Possibility to get discount straight away if you check-in at Starbucks
  4. 4. OBJECTIVES OF EACH CAMPAIGN <ul><li>Starbucks </li></ul><ul><li>Rewards customers for check-in by offering a type of coffee </li></ul><ul><li>Allows Starbucks to advertise on new products through social media and the offers on these platforms </li></ul><ul><li>Enlarge its community to invite more people to consume its products </li></ul><ul><li>Interact with customers to get their opinion about the new products : and let them try it ! </li></ul><ul><li>Viceroy Hotels </li></ul><ul><li>Rewards customers for multiple check-in at hotels or restaurants by offering dicounts and points </li></ul><ul><li>Attract current and new customers to visit more often the places </li></ul><ul><li>«  Join the conversation  » via social media to enlarge its visibility to friends of customers </li></ul><ul><li>Invite more customers to become influencers by talking about the good offers on social media </li></ul>
  5. 5. SOCIAL TOOLS USED IN EACH CAMPAIGN <ul><li>Starbucks </li></ul><ul><li>Facebook : launching special offers and games for the fans like the Tax Day </li></ul><ul><li>Twitter : informing the fans of all the new services & offers – 1% of all the tweet in France </li></ul><ul><li>Foursquare : 1st company to offer good deals on the Location-based service on mobile </li></ul><ul><li>Viceroy Hotels </li></ul><ul><li>Facebook : a good place to interact with fans and customers who ask questions about offers </li></ul><ul><li>Twitter: Invite influencers to interact more about Viceroy to win good offers such as free stay in one of the hotels </li></ul><ul><li>TopGuest : get points, miles and perks for places check-in via Foursquare, Gowalla, Facebook places </li></ul>
  6. 7. HOW WILL BE THE RESULTS MEASURED? <ul><li>By using different tools such as: </li></ul><ul><li>Klout: tracks your online influence through social media </li></ul><ul><li>Google analytic: allows to check your website traffic and marketing effectiveness </li></ul><ul><li>Mechant Platform of Foursquare </li></ul><ul><li>TwitteRadar : allows a good analyse of Twitter account </li></ul><ul><li>Tracking the number of guests who book special discounts offer via Foursquare, TopGuest, Facebook </li></ul>
  7. 9. WHICH ONE DO I THINK IS SMATTER? <ul><li>Viceroy Hotels is the smatter one for me: </li></ul><ul><li>Check-in 5 times to get 20% off allows Viceroy Hotels to: </li></ul><ul><li>http://www.topguest.com/terms/viceroy </li></ul><ul><li>Enlarge its visibility: check-in 5 times on social media will improve the number of fans and interests of them </li></ul><ul><li>Reach more customers : they will become influencers and ask their friends to check-in also to enjoy a meal together for instance </li></ul><ul><li>Using TopGuest allows customers to use Foursquare, Gowalla, Twitter and Facebook: better communication </li></ul>

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