More info on www.ebg.net/barcelona2018/

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PANEL DISCUSSION :
BRANDS &
COMMUNITIES

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PRESENTATION
OF THE SPEAKERS
IMPORTANCE OF COMMUNITIES FOR BRANDS #1
HOW DO YOU EMPOWER YOUR COMMUNITIES ? #2
BENEFITS #3
François de Vevey
Digital Communication
Manager
NESTLE NESPRESSO S.A.
Marion Lombard
Head of Digital
NICOLL
Marion Neveu
Business Development
Manager Global Customer
Division
ACCOR HOTELS
Nicolas Goilav
Responsible of Innovation &
Incubator ITG_SIT
BNP PARIBAS

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IMPORTANCE OF
COMMUNITIES
FOR BRANDS

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« OFFER THE BEST EXPERIENCE TO OUR CUSTOMERS,
BEFORE, DURING AND AFTER THEIR STAYS »
«HOTELS ARE MUCH MORE THAN PLACES TO SLEEP. WE
NEED THE DIGITAL TOOLS THAT ANSWERS OUR TRAVELLERS
NEEDS’ TO CREATE THE EXPERIENCES OF TOMORROW»
ACQUISITION OF TRAVEL SERVICES COMPANIES & CREATION
OF NEW SERVICES SERVING EVERYDAY LIFE :
JOHN PAUL, WIPOLO, ACCOR LOCAL
SÉBASTIEN BAZIN
Chairman and CEO
Accor Hotels

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ACCORHOTELS, THANKS TO ITS COMMUNITY OF CUSTOMERS, MODERATED
BY WIBILONG IS THE FIRST SOURCE OF INFORMATION ON TRAVEL
• FIRST-HAND & REAL TIME
• MULTILINGUAL
• MULTICULTURAL
ON ITS HOTELS, AS WELL AS THE LOCAL SERVICES ALL OVER THE WORLD

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HOW DO YOU
EMPOWER
YOUR
COMMUNITIES ?

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 We listen what they have to say
 We (try to) understand them
 We differentiate them
 We dialogue with them
 We learn from them

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14. The Accor Hotels
Community
AccorHotels
Customers
Ambassadors
Employees
ON THE HOTELS PAGES
VIA A DEDICATED COMMUNITY
AVAILABLE
TO SHARE

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ACCORHOTELS COMMUNITY IS PRESENT AT EVERY STEP OF CUSTOMER JOURNEY
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PHOTOS DE LA PISCINE
Bonjour, je viens dans cet hôtel demain pour l’anniversaire de ma mère. Je lis des avis très contradictoire sur la
piscine. Est-elle belle ? Auriez-vous des photos ? J’aimerais prévoir un plan B si ca ne le fait pas. MERCI
beaucoup pour votre aide !! Bonne journée
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TROUVER UN LIEU POUR TRAVAILLER ?
Bonjour, Pour raison professionnelle, je fais escale à 2 jours à Paris. Le cadre de l’hôtel à l’air très agréable. Me
conseillez vous cet hôtel pour recevoir des clients (réunion de travail/diner) ? Merci d'avance 26 réponses
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REVIEW LOCATION
Hello, What do you think about the location ? Is it a great location for a weekend journey ? Plus, what we can
easily visit during your journey ? 13 réponses
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ACCES AEROPORT?
Bonjour, j'arrive de province et je dois dormir une nuit sur Paris avant de prendre l'avion le lendemain matin
pour les Etats-Unis. Est ce qu'il est bien placé pour me rendre au terminal 2. Merci 22 réponses
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ACCESS TO BEACH
Hi, Is there an access to the beach nearby where you can walk please ? Thank you ! 26 réponses
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SERVICES ET PRESTATIONS DE L'HOTEL
Bonjour, j'envisage d'aller à Marseille prochainement. Pouvez vous me dire ce que vous avez pensé du service
et des prestations de l'hôtel? Me recommandez vous d'y séjourner? Merci pour votre retour, Cdt 30 réponses
RETURN
8 réponses, 5 photos

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BENEFITS

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Better products - Better services - Higher loyalty

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ACCORHOTELS COMMUNITY AIMS TO TURN ITS CUSTOMERS IN EMPLOYEES
 30 mn : Average time before 1st answer
 11 answers / question - SEO
 38% of solicited customers open the email - Top of mind
 6% click and revisit rate on AccorHotels.com
 3% of solicited customers generate content - UGC
 8% conversion after reading conversations
 99% of them stay in the community
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La communauté
Accor Hotels
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THANK YOU
FOR YOUR ATTENTION