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Panel Discussion: Brands and Communities - Benchmark by EBG Barcelona 2018

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More info on www.ebg.net/barcelona2018/

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Panel Discussion: Brands and Communities - Benchmark by EBG Barcelona 2018

  1. 1. # PANEL DISCUSSION : BRANDS & COMMUNITIES
  2. 2. digitbench18WIFI digitbench18 # 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
  3. 3. digitbench18WIFI digitbench18 # IMPORTANCE OF COMMUNITIES FOR BRANDS
  4. 4. digitbench18WIFI digitbench18 #
  5. 5. digitbench18WIFI digitbench18 # « 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
  6. 6. digitbench18WIFI digitbench18 # 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
  7. 7. digitbench18WIFI digitbench18 # digitbench18WIFI digitbench18 # HOW DO YOU EMPOWER YOUR COMMUNITIES ?
  8. 8. digitbench18WIFI digitbench18 #  We listen what they have to say  We (try to) understand them  We differentiate them  We dialogue with them  We learn from them
  9. 9. digitbench18WIFI digitbench18 #
  10. 10. digitbench18WIFI digitbench18 #
  11. 11. digitbench18WIFI digitbench18 #
  12. 12. digitbench18WIFI digitbench18 #
  13. 13. The Accor Hotels Community AccorHotels Customers Ambassadors Employees ON THE HOTELS PAGES VIA A DEDICATED COMMUNITY AVAILABLE TO SHARE
  14. 14. digitbench18WIFI digitbench18 # ACCORHOTELS COMMUNITY IS PRESENT AT EVERY STEP OF CUSTOMER JOURNEY Dream Select Book Prepare Stay Share 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 Dream Select Book Prepare Stay Share 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 Dream Select Book Prepare Stay Share 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 Dream Select Book Prepare Stay Share 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 Dream Select Book Prepare Stay Share ACCESS TO BEACH Hi, Is there an access to the beach nearby where you can walk please ? Thank you ! 26 réponses Dream Select Book Prepare Stay Share 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
  15. 15. digitbench18WIFI digitbench18 # BENEFITS
  16. 16. digitbench18WIFI digitbench18 # Better products - Better services - Higher loyalty
  17. 17. digitbench18WIFI digitbench18 #
  18. 18. digitbench18WIFI digitbench18 # 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 Dream Select Book Prepare Stay Share La communauté Accor Hotels RETURN
  19. 19. digitbench18WIFI digitbench18 # # THANK YOU FOR YOUR ATTENTION

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