This document discusses the social media marketing strategy of Loco Partners, a Japanese hotel booking company. It provides three key points: 1. Loco Partners uses social media for marketing because the online travel booking frequency is low at 1.8 times per year, allowing them to continuously engage customers between purchases. Social media also has fewer competitors than other channels. 2. Their social media strategy focuses on building a large customer platform across multiple networks to more easily acquire new members and bookings. They track customers with remarketing pixels. 3. Specific tactics include photo posts with one line, link posts that properly set Open Graph metadata, and retargeted ads using remarketing pixels to reach past visitors. These efforts

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About Social Media Marketing of .
Takaya Shinozuka, CEO & Founder, Loco Partners (Relux)
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About us.
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Sep, 2011 : Loco Partners, inc Founded.
April, 2013 : Launched relux.
Now :We raised 4.1M USD until now, and work with 30 members.

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About relux
Hand-picked best Japanese hotels and ryokan with sophisticated UX.
We also give the customers 5% point-back and guaranteed best price on the web.
PC SP / App

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#1. Why we use Social Media.
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#2. How we use Social Media.

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#1. Why we use Social Media.
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#2. How we use Social Media.

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Here are 2 reasons why we use social media for our marketing.

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#1 ) OTA ： Low booking frequency rate

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How often do you Shop online?
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Source : http://www.cmswire.com/cms/customer-experience/your-customers-are-cheap-and-cashless-but-love-online-shopping-028267.php
Over 60% of people shop thorough E-Commerce 1+times/month.

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Online Travel booking : 1.8times / Year
Shop Online : 1+ times / Month

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We should just wait until the timing when they want to make a booking.

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#2) Less competitors.

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Low
Customer Quantity : High
Competitors: ManyLess
Only market with least rivals was Social Media.
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◎
△
* Only if we have a chance to win.
* There is no scalability. * Maybe stupid .... .?
Some Local Medias. Some Local Medias.
○

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#1. Why we use Social Media.
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#2. How we use Social Media.

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Our operations.

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Development Ops.
常に世界中のDevOpsを研究し、すぐに取り入れます。
全員が楽でき、気持よく開発できる環境を全力で模索しています。
自動デプロイ
プルリク
依頼
返答
取得
通知
依頼
取得
通知

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Data Driven Marketing.
Analysing DevelopAcquisition
App/Webともに世界最先端のツールを駆使し、
高速な改善を繰り返しています。世界でもっと
も使いやすい、宿泊予約サービスを目指します

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#2-1 Our Social media marketing Strategy.
#2-2 3tips from our operations.

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#2-1 Our Social media marketing Strategy.
#2-2 3tips of our operations.

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relux Customer Platform
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relux Customer Platform
Those that haven’t
reached us
Fostering membership
in Relux
↓
Activate
Strategy: Making our own customer platform big,
so that we can easily get members and bookings from them.
relux
relux Magazine
Strengthening
mutual
relationship

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Traditional Funnels of customer action.
Non-Members
relux Customer Platform
By creating a platform in Keep in touch style, E-commerce that has
low frequency rate can still have a continuous communication.
By connecting all funnels with social media, we got customer pools we can control.
Sign-up Search Book
100 people
30% 30% 10%30 people 10 people 1book

21. ©2014 株式会社Loco Partners
confidentialDon t forget to circulate each other.
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As customers surf through different medias, the platform becomes
much stronger. By doing so, we can create many connecting points
through registration on various medias.
relux Customer Platform

22. ©2014 株式会社Loco Partners
confidentialDon t forget to circulate each other.
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#2-1 Our Social media marketing Strategy.
#2-2 3tips of our operations.

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#1. Photo-Post
#Do
1)Put a wonderful picture with just one sentence.
2)Pictures should be no more than 3,
and they should be posted at the same time
#Do not
1) Putting a lot of sentences.
2) Using pictures that are not beautiful

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#1. Photo-Post.

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#2. Link-Post
# Do
1)Check the settings for OGP.
2)With a single sentence, insert links and post.
#Do not
1)Putting a lot of sentences.
2)Posting with wrong settings of OGP.
3)Like an ad, persuasion by saying Click the link!"

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#2. Link-Post.
Be careful of OG Image and descriptions.
Don t post too much information make it just like Photo-post.
OG image OG image

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#3. Post-Ad with Re-marketing Pixel
#Install Step
Step 1) Locating Re-marketing Pixel on tracking page.
Step 2）Creation of Post-Ad, using know-hows from
tips1 & 2, creation of Creatives.
Step 3) Set Ad-target and publish your ad.
#Do not
1)Re-marketing settings for the wrong funnel

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#3. Post-ad with re-marketing pixel is great.
Knowing which customers are the most valued is very important. When
you see it, then you should simply track them down with Ad-Pixel.
Non-Members Sign-up Search Book
100 people
30% 30% 10%30 people 10 people 1book
People in this zone are precious.
Tracking with Ad Pixel→

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Even when users leave relux,
Ads will appear immediately after users use Facebook again.
#3. Post-ad with re-marketing pixel is great.
→
Leave
←
Return

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As a result.

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Mostly, traffics come from Social Media.
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60% of Traffics comes from Social Media like Facebook,Twitter, Instagram.
This is one of our unique points.

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Facebook fans.
0
75000
150000
225000
300000
Rurubu Ikyu HIS JTB Jalan Rakuten relux
260,000
249,000
230,000
188,000
41,000
16,00012,000
No.1
Now we have fans more than any other OTA without buying paid fans. :P
Not only no.1 quantity of fans but also really engaged with fans.

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Booking Graph of growth.
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PC SPweb iOS Android
It is on a successful rise by 20% monthly.

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0"
20000"
40000"
60000"
80000"
100000"
120000"
140000"
3/1/2013"4/1/2013"5/1/2013"6/1/2013"7/1/2013"8/1/2013"9/1/2013"
10/1/2013"
11/1/2013"
12/1/2013"1/1/2014"2/1/2014"3/1/2014"4/1/2014"5/1/2014"6/1/2014"7/1/2014"8/1/2014"9/1/2014"
10/1/2014"
11/1/2014"
12/1/2014"1/1/2015"2/1/2015"3/1/2015"
The progress of member population
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reached 150
thousands
Currently, every month average of 10,000 people register.
We've already reached more than 150,000 members.
Successfully
in progress

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We are here→
五合目→
Top→

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It has just started.

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We re hiring !
https://www.wantedly.com/companies/lcp

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Thank you for your time.
Please feel free to contact me.
Takaya Shinozuka