Casa Claridge
Digital Strategy - May, 2014
The Edge360
campaigns@theedge360.com
305 610-7207
The Edge360 is a digital agency specialized
in effective digital marketing solutions.
Our team have been involved in proje...
Agenda
1. Facts & Statistics Overview
2. Customer Journey & Strategic Framework
3. Digital Ecosystem & Strategy
4. Strateg...
Facts & Statistics Overview
1
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
“Digital Media is as essential to inspire new travels
as it is f...
Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.
“Online Search is the #1 sourc...
Source: Ipsos MediaCT/Google Travel Study, April–May 2012 and May–June 2013.
Travelers carry a variety of activities befor...
Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.
“Ads on smartphones have a higher ad recall and
are more effec...
TOP ACTIONS TAKEN AS A RESULT OF SEEING TRAVEL-RELATED ADVERTISING:
Source: Ipsos MediaCT/Google Multiscreen Travel, June ...
Mobile reservations will continue to grow.
Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.
PERCENTAGE OF TRAVELERS WHO WA...
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
“Online videos are key throughout the booking funnel.”
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
“Travel videos influence and accelerate action in Business and L...
Growth of Social Network users and spending
in online advertising in the travel industry:
Fact 1: Travellers increasingly interact with
many points in search for more value.
Fact 2: Search engines are the preferred
online tool to start planning a trip and make
a reservation for leisure travelers.
Fact 3: Multiscreen experience.
Travellers interact across multiple devices.
Fact 4: Online reviews influence the buying decision.
Fact 5: Social media is a powerful channel
to inspire and build loyalty.
Fact 6: Video is a powerful tool that influences
the entire buying cycle.
Fact 7: The growth of online advertising is due
to its effectiveness and relative low cost
compared to traditional channel...
Customer Journey &
Strategic Framework
2
Customer Journey
Stimulus
Research /
Comparison
Purchase /
Booking
Loyalty
1 2 3
4
Social Media
SEO
Video
SEO
Paid Search
Review Sites
Video
Website
Social Media
Marketplace
Websites
Website
Mobile
Social ...
Social Networks
To target Facebook, Twitter, YouTube, Google+ and Instagram with
content to stimulate the idea of visiting...
Search Social Video
Stimulus
2.1. SEO / Social / Video / Website
Content generation to answer why Casa Claridge is the best choice.
2.2. Paid Search
To...
Organic Search (SEO)
Goal: to position Casa Claridge among the top-10 results on Google for specific keywords.
Paid Search...
“Social media channels inspire and influence the buying decision.”
Facebook post Twitter post
Research / Comparison
“Video content plays a key role in inspiring and influence the buying decision.”
YouTube video post
Research / Comparison
Comment posts
“Positive comments on review websites are important
to increase confidence in the brand experience.”
It is f...
3.1. Hotels Marketplace Sites
Presence in relevant booking sites for 5-star and boutique hotels:
jetsetter.com; Mr & Mrs S...
“Presence in the leading Hotel Booking Marketplaces for luxury hotels.”
“Constant measurement and
optimization of digital marketing
efforts to improve results.”
“Users who have previously visite...
Social Media
Use of social networks (facebook and twitter) as channels to build loyalty
and provide customer service.
Emai...
“Use of Social Media as a channel to provide customer service and build loyalty.”
Customer service interaction on Facebook...
“Through Email marketing we can encourage customer loyalty and repurchase.”
Digital Ecosystem & Strategy
3
Casa
Claridge
YouTube
Display Ads
Other
Social
Networks
Reviews
Sites
Paid
Search
SEO
Email
Hotels
Marketplace
Website
fac...
“We use Social Media as a channel of inspiration for travelers
and provide customer service.”
Strategy
Definition of objec...
Measurement
+
Analysis
Optimization
SEO On-Page /
Off-Page
Keyword
Analytics
“We focus on a content marketing strategy.
Cr...
Strategy Roadmap
4
M 1 M 2 M 3 M 4 M 5 M 6
1. Social Media – Strategy Execution
2. SEO Audit
3. SEO – Strategy Execution
4. Digital Analytics...
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The edge360 casa claridge digital strategy v3 eng

  1. 1. Casa Claridge Digital Strategy - May, 2014 The Edge360 campaigns@theedge360.com 305 610-7207
  2. 2. The Edge360 is a digital agency specialized in effective digital marketing solutions. Our team have been involved in projects for companies such as The Caribbean Hotel Association, Coca-Cola, Johnson&Johnson, Hewlett-Packard, LAN Airlines, Olympus, and clients throughout Europe, Africa, the United States and Latin America.
  3. 3. Agenda 1. Facts & Statistics Overview 2. Customer Journey & Strategic Framework 3. Digital Ecosystem & Strategy 4. Strategy Roadmap
  4. 4. Facts & Statistics Overview 1
  5. 5. Source: Ipsos MediaCT/Google Travel Study, May–June 2013. “Digital Media is as essential to inspire new travels as it is for travel planning.”
  6. 6. Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013. “Online Search is the #1 source for leisure travel and source #3 for business travel in 2013.”
  7. 7. Source: Ipsos MediaCT/Google Travel Study, April–May 2012 and May–June 2013. Travelers carry a variety of activities before booking a trip through the web.
  8. 8. Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013. “Ads on smartphones have a higher ad recall and are more effective in persuading travelers to take action.”
  9. 9. TOP ACTIONS TAKEN AS A RESULT OF SEEING TRAVEL-RELATED ADVERTISING: Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.
  10. 10. Mobile reservations will continue to grow.
  11. 11. Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013. PERCENTAGE OF TRAVELERS WHO WATCHED ONLINE TRAVEL VIDEOS IN 2013:
  12. 12. Source: Ipsos MediaCT/Google Travel Study, May–June 2013. “Online videos are key throughout the booking funnel.”
  13. 13. Source: Ipsos MediaCT/Google Travel Study, May–June 2013. “Travel videos influence and accelerate action in Business and Leisure travel.”
  14. 14. Growth of Social Network users and spending in online advertising in the travel industry:
  15. 15. Fact 1: Travellers increasingly interact with many points in search for more value.
  16. 16. Fact 2: Search engines are the preferred online tool to start planning a trip and make a reservation for leisure travelers.
  17. 17. Fact 3: Multiscreen experience. Travellers interact across multiple devices.
  18. 18. Fact 4: Online reviews influence the buying decision.
  19. 19. Fact 5: Social media is a powerful channel to inspire and build loyalty.
  20. 20. Fact 6: Video is a powerful tool that influences the entire buying cycle.
  21. 21. Fact 7: The growth of online advertising is due to its effectiveness and relative low cost compared to traditional channels.
  22. 22. Customer Journey & Strategic Framework 2
  23. 23. Customer Journey Stimulus Research / Comparison Purchase / Booking Loyalty 1 2 3 4
  24. 24. Social Media SEO Video SEO Paid Search Review Sites Video Website Social Media Marketplace Websites Website Mobile Social Media Email Mktg Stimulus Research / Comparison Purchase / Booking Loyalty 1 2 3 4 Customer Journey
  25. 25. Social Networks To target Facebook, Twitter, YouTube, Google+ and Instagram with content to stimulate the idea of visiting Miami and the Casa Claridge experience. SEO / Video To position content to answer why visit Miami and stay in Casa Claridge. Stimulus 1
  26. 26. Search Social Video Stimulus
  27. 27. 2.1. SEO / Social / Video / Website Content generation to answer why Casa Claridge is the best choice. 2.2. Paid Search To generate qualified traffic with Google paid ads. 2.3. Review Sites To encourage users to post comment on the experience at the hotel in review website and monitor & manage comments on these sites. Research / Comparison 2
  28. 28. Organic Search (SEO) Goal: to position Casa Claridge among the top-10 results on Google for specific keywords. Paid Search (Adwords) “Search engines are the first source for information related to a trip.” Research / Comparison
  29. 29. “Social media channels inspire and influence the buying decision.” Facebook post Twitter post Research / Comparison
  30. 30. “Video content plays a key role in inspiring and influence the buying decision.” YouTube video post Research / Comparison
  31. 31. Comment posts “Positive comments on review websites are important to increase confidence in the brand experience.” It is fundamental to monitor the brand reputation, manage negative comments and interact positively with users. Research / Comparison
  32. 32. 3.1. Hotels Marketplace Sites Presence in relevant booking sites for 5-star and boutique hotels: jetsetter.com; Mr & Mrs Smith (smithhotels.com); tablethotels.com, kiwicollection.com; preferredhotelgroup.com; magellanluxuryhotels.com; Small Luxury Hotels of the World (slh.com). 3.2. Digital Analytics / Conversion Rate Optimization To understand consumer behavior and improve conversion rates and optimize user experience. 3.3. Display / Video / Social / Mobile Use of a remarketing strategy to impact users who had some interaction with our website. These ads can be in static or video format and target desktop, mobile and social (facebook). Purchase / Booking 3
  33. 33. “Presence in the leading Hotel Booking Marketplaces for luxury hotels.”
  34. 34. “Constant measurement and optimization of digital marketing efforts to improve results.” “Users who have previously visited the website will continue to see banner ads of Casa Claridge.”
  35. 35. Social Media Use of social networks (facebook and twitter) as channels to build loyalty and provide customer service. Email Marketing Proven channel increase loyalty and promote a future purchase. Loyalty 4
  36. 36. “Use of Social Media as a channel to provide customer service and build loyalty.” Customer service interaction on Facebook Interaction on Twitter
  37. 37. “Through Email marketing we can encourage customer loyalty and repurchase.”
  38. 38. Digital Ecosystem & Strategy 3
  39. 39. Casa Claridge YouTube Display Ads Other Social Networks Reviews Sites Paid Search SEO Email Hotels Marketplace Website facebook Digital Ecosystem
  40. 40. “We use Social Media as a channel of inspiration for travelers and provide customer service.” Strategy Definition of objectives and KPI's Definition of voice and tone of the brand Crisis Management Plan Community Management Generate content Interact with the online community Respond to inquiries and complaints Monitor sites reviews Analysis of the actions in social networks Analysis of competition
  41. 41. Measurement + Analysis Optimization SEO On-Page / Off-Page Keyword Analytics “We focus on a content marketing strategy. Creating search engine optimized content of value to users.” Website Usability
  42. 42. Strategy Roadmap 4
  43. 43. M 1 M 2 M 3 M 4 M 5 M 6 1. Social Media – Strategy Execution 2. SEO Audit 3. SEO – Strategy Execution 4. Digital Analytics + CRO 5. Paid Search Campaign 6. Ads: Display, Video, Mobile, Social Roadmap

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