The document discusses strategies for a Paris boutique hotel, The Five Hotel Paris, to own its online identity and understand its online reputation. It recommends analyzing how customers make decisions to determine important touchpoints. It also suggests optimizing the website for search engines through domain name strategy and refreshed content. Additionally, it advises increasing online presence on search engines, social media, and relevant websites to drive traffic and sales while addressing negative comments and building relationships with influencers. Finally, it provides solutions such as listening to customers, thanking them for feedback, engaging customers through contests, and training staff to manage social media.

1. Design Paris Boutique Hotel
The Five Hotel Paris
How can our hotel « own » its online identity ?
Mathilde Leclerc – Maeva Dupont

2. Facebook

3. Google
Search

4. Trip
Advisor

5. You Tube

6. Global
System

7. Understan
d your
online
reputation
Understand your consumer’s decision
Analyse and understand how your customers make
decisions in order to determine which touchpoints are
priorities and how to leverage them.

8. Visibility
Ensure our visibility of our in-house plateform(s)
• Domain name Strategy is key (alphabetic, geographic,
linguistic, product universe…)
SEF: Search Engine Friendly, make sure that our
structure of our website is optimized for search engines
SEO: We must make sure to refresh content on a regular
basis

9. The Five Hotel
•Increase online presence
•Include search engine rankings
•Relevant mainstream and niche website
•Within social media conversation
•Driving traffic to the hotel website
• Driving out negative comment (listen online chatter)
•Build relationships with influencers
•Keep up with online social media innovation
•Build community
•Transparancy + visibility
Measure trackable visits
Correlations to sales

10. Solutions
• Get in listenning mode (40% of customers will not only buy a brand if they can’t find
the right information about it online).
• Be polite : give thanks to positive feedbacks and reviews + offer special gratitude
rewards for customers who take time to recommend your brand
•Have some online fun : fun atmosphere, engagement, for our social present
(contest, sweeptstakes, offers, rewards … That encourage followers to participage in
fun activities
• Get Acquainted : subscribers enjoy highly personnalised messages with their names
and hometowns (powerful way to initiate + maintain connection with brand)
• Train your troops (army of social media managers by training your colleagues to
post create and respond to followers)