1) Imocom Hotels and Resorts implemented an internet and social media marketing strategy to promote its luxury resorts in Portugal. 2) The strategy included redesigning the company website, increasing search engine optimization, growing social media followers on Facebook and Twitter, engaging customers through blogs and contests, and integrating marketing channels. 3) The results of this strategy included a significant increase in website traffic, social media fans and followers, positive customer reviews, and conversions leading to a higher percentage of reservations.

1. Internet & Social Media Marketing
a Practical Case Study
Imocom Hotels and Resorts

2. “ Business has only two functions –
marketing and innovation .”
Milan Kundera, Czech novelist, playwright
and poet.

3. OVERVIEW
• Background
Imocom Group
Our resorts
Why Internet Marketing & Social Media?
• Implementation and Strategy
General information
Strategies we use
• Results
OVERVIEW

4. IMOCOM GROUP
Corporate Identity
Vision
To be a reference of excellence, through dynamic
entrepreneurship and notoriety associated with the
best and most innovating projects.
Values
Innovation – challenge the status quo and creating value
add.
BACKGROUND

5. 5 STAR ALGARVE RESORTS
Brand
(2007)
:
As
Cascatas
Golf
Resort
Monte Santo Resort (2008)
Conrad Palacio da Quinta
Location: Vilamoura, Carvoeiro
Accommodation:
69 1 to 4 bedroom Suites
33 1 to 3 bedroom suits and linked
villas
BACKGROUND

6. HOW DID WE START
•
Establish Strategy
and Goals through
Scorecard
•
Integrating Function
in Marketing
Department
•
Website Re-design
BACKGROUND

7. INTERNET SCORECARD
Strategy tree and scorecard details :
Goal
SEO Perspective
Google 1st page Results - EN
Google 1st page Results - PT
Number of keywords that the site ranks for in the top 30
Number of keywords that the site ranks for in the top 30
Number of top 30 Ranks on Google.com
Perspective
SEO Perspective Number of top 30 Ranks on Google.co.uk
Number of top 30 Ranks on Google.pt
PPC Perspective Number of top 30 Ranks on Yahoo
Number of top
Social Media Perspective 30 Ranks on Bing
Number of top 30 Ranks on AltaVista
Web site effectivenessper Page Yield (Keywords/Landing Pages)
Keyword
Inbound
Total Performance Links (Google, Yahoo, Live, AllTheWeb, AltaVista)
Number of traffic generating organic keywords
Visitors per Keyword
Page Saturation (Google, Yahoo, Live, AllTheWeb,
Traffic from Organic Search
Number of unique landing pages
Non-Brand to Brand search ratio
Weight
Performance
(x of 10) Unit
(%)
3
7
5
4
3
4
4
2
1
1
1
2
4
3
1
1
2
2
2
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
Total Performance in group
BACKGROUND
65,97%
66,67%
13,33%
79,00%
74,00%
80,00%
Performance
70,00%
65,97%
20,00%
80,00% 65,62%
75,00%
71,23%
73,33%
88,00% 79,37%
92,75% 71,23%
91,56%
92,50%
89,49%
91,56%
94,12%
47,00%
65,97%

8. WEBSITE RE-DESIGN
Large Hi Res pic
above the fold
Commercial
Thumbnails
above the fold
Internal
Hyperlinks
FB Share
Integration & Call
to Action
FB “Like”
integration on all
LP’s
Newsletter
subscription with
mobile nr
Tripadvisor
Review applet
Strong Imagery:
Hi Res, Virtual
Tour, Films
SEO Footer
BACKGROUND

9. RESULTS WEBSITE REDESIGN
Increased Loyalty, Seasonal drop, Paused PPC
All Quality
Stats
Improve
BACKGROUND

10. MOBILE MARKETING
29% more new visitors than normal website
3% of all traffic
BACKGROUND

11. e MARKETING
Average Open
Rate PT:
21,09%
Average Open
Rate UK:
15,09%
Average CTR
PT: 9,25%
Average CTR
UK: 5,27%
BACKGROUND

12. WHY SOCIAL MEDIA
The Obvious
PR – to increase awareness of potential users
Build engagement, excitement and online visibility
Customer Service – to address issues / complaints
Build Loyalty and Business thru new channel and
generate ROI
The Not So Obvious
Prospecting – attracting new clients
CRM – to stay in front of mind of past guests
Branding – Support our core values: innovation
BACKGROUND

13. FACEBOOK
Facebook Goals
Posts: at least one a day
Pickup: +50 Fans a week
Generate Website Traffic: Within Top 5 of Referrals
Conversion: Reservations
Time commitment: 5- 30 minutes a day
GETTING SOCIAL

14. PERSONALISED FACEBOOK
TABS
GETTING SOCIAL

15. INCREASE FACEBOOK FANS
GETTING SOCIAL

16. FACEBOOK AFFILIATE
MARKETING
10/10/10 - 10.000 Fans Sweepstake
Marketing Partners:
Algarve Motor Park
7Seven Spa Vilamoura
BMW
Real Picadeiro
LuxWoman
GETTING SOCIAL

17. TWITTER
Twitter Goals
Posts: One daily retweet, update, mention/response
Pickup: 20 followers a day
Time commitment: 5- 30 minutes a day
GETTING SOCIAL

18. BLOGS
3% of all
traffic
17% more new
visitors than
normal
website
GETTING SOCIAL

19. GENERAL ENGAGEMENT
What do we talk about? Bilingual
•
•
•
•
•
•
•
•
•
•
Exclusive Fan Promotions / Follower benefits / discounts
Recent Guest Reviews on Tripadvisor, Booking.com etc
Recent Media exposure
Events & Destination news
Friday Afternoon Quote
Fan Quiz, Fan Contests, Fan Sweepstakes
InFavour Hotel Loyalty benefits
Post birthdays of guests with special Birthday Offer
Make the fans hungry. Daily pics of restaurant specials
Upload small “home made film” “How to prepare a
cataplana? Check out this video from our head chef.
BEING SOCIAL

20. SERVICE ENGAGEMENT
Seek out & respond to and act on
complaints / concerns
Reviewers / those sharing compliments are
thanked
Tripadvisor
• All guest receive a post stay letter to
review and or “like”
• All reviews are tracked and receive
personal response
BEING SOCIAL

21. SERVICE ENGAGEMENT
BEING SOCIAL

22. SERVICE ENGAGEMENT
BEING SOCIAL

23. SOCIAL MEDIA
Fans/Likes: 2.200 – 6.200
Ranked: #1/20 – # 1/38
Followers: 802 – 516
Downloads: 4.016
Testimonials: 0
Followers: 2 - 7
BEING SOCIAL

24. ALGARVE HOTELS TOP 50
BEING SOCIAL

25. CHANNEL INTEGRATION
On & Off-line Multi-Channel Approach
Dedicated Promotional Landing Page
Email Marketing
Mobile Marketing
Social Media Marketing
BEING SOCIAL

26. SOCIAL MEDIA INTEGRATION
30.000+ new contacts
9.000+ visits
30.000+ views
85%+ New Visitors
38 countries, 382
cities
55 Media publications
SWEEPSTAKE

27. RETURN ON INVESTMENT
• Opportunities for providing great
customer service
• Two-way engagement potential;
empowering honesty with “likes” /
“dislikes”
• Unique Niche and Source of
Referral
• Increased Sales / New route to
market
CONCLUSION

28. CONVERSION
Referral Traffic of Social Media Sites
Facebook, Q3/Q4 2010 already 2nd referral
site
All Social Media: > 2% of web traffic
Facebook holds 65% of Social Media Traffic
Reservations: between 1-2% of web traffic
CONCLUSION

29. Marc Sontag
Director of Residential Tourism
IMOCOM Hotels and Resorts
marc.sontag@imocom-grupo.com
+351 289 304 900
“Marketing takes a day to learn.
Unfortunately it takes a lifetime to master”
Philip Kotler, 1931 -, US Marketing Guru
THANK YOU