Digital IQ
* What is the link between Digital IQ and Growth Revenue?
When a society has a good Digital IQ general level, the income it generates is generally better.
* What does Digital IQ measure? Why is it important to the hotel industry?
The Digital IQ can be defined as the relationship the companies have with
technology in its communication dimension.
Digital IQ measures the ability of a company to maximize its technology integration through the way it plans, innovates, measures results, interacts with customers, and ultimately creates value.
The Digital IQ is important to the hotel industry as its good exploitation is the opportunity for a company to maximize the quality of its
communication, the relationship, the interactivity it will have with the
customers. Having an efficient Digital is not only related to increasing
the IQ budget or adopting the new trendy digital tools, but it is before all a
strategy what aim is to stay competitive and attractive both both the existing and the new customers!
Moreover, more and more travellers are familiar with their smartphones, computeurs... offering them the opportunity to gain time is essential for being attractive.
Moreover, more and more travellers are familiar with their smartphones, computeurs... offering them the opportunity to gain time is essential for being attractive.
The Four elements it integrates are:
The mobile
The mobile represents 20% of the digital IQ activity
It is related to the compatibility, optimization, and marketing on
smartphones, tablets, and other mobile devices
Some examples:
• iOS Applications (iPhone & iPad):
Availability, Popularity, Functionality,
iPad Differentiation
• Android & Blackberry:
Availability, Popularity, Functionality
• Mobile Innovation:
SMS, Geo-local, Instagram,
Other Mobile Marketing Innovation
The site
The site represents 30% of the digital IQ activity
It is related to the efficiency of every brand site
Some examples:
Site Technology
• Site Search & Navigation
• Reservations
• Property Pages and Destination Guides
• Customer Service
• Rewards/Loyalty Programs
• Social Media Integration
The Social Media
The social media represents 20% of the digital IQ activity
Its efficiency ca be calculated according to specific evaluation criterias such as the brand presence, the community size, the content, or the engagement on major social media platforms on global and select property accounts
Some examples:
• Facebook:
"Likes", Growth, Post Frequency, Applications,
Responsiveness, Content, Interaction Rate,
F-Commerce
• Twitter:
Followers, Growth, Tweet Frequency, Online Voice
• YouTube:
Views, Number of Uploads, Subscriber Growth,
Content, Interactivity
The Digital Marketing
The Digital marketing represents 30% of the digital IQ activity
Every efforts related to search, display, and email marketing efforts
Some examples:
• Search:
Traffic, SEM, SEO, Web Authority
• Display Advertising & Innovation:
Text & Banner Ads, Retargeting, Cross-platform
Innovation Initiatives, Presence on Emerging
Platforms: Pinterest, Tumblr, Google+
• Blog & Other User-Generated Content:
Mentions, Sentiment, TripAdvisor Reviews
• Email:
Frequency, Content, Social Media Integration,
Mobile Optimization
Exercise 3:
Exercise 4:
* How are Solomo campaign success measured? Quantitative+qualitative
Quantitative:
- Number of new customers
- Increase of the frequentation of the point of sales concerned by the campaign/game
- In term of sales, what turnover have been registered short and long term after the event.
- How many campaign related posts on the Social Networks have been registered (Facebook, Twitter...)
- How many people participated
Qualitative:
- Did people talk of the campaign in a positive way?
- Did people talked about the campaign on the web, Buz? Did the media talk about the campaign?
- Was the campaign imaginative, new?
- Was it some community expertise value?
- Did the campaign create communities?
* What 5 elements are needed for a successful Solomo?
Predictive Marketing, Hotel Finder.
* What is predictive Marketing. Give, create an example
* What is Google hotel Finder? How does it relate to hotel direct booking?
Exercise 3:
Exercise 4:
* How are Solomo campaign success measured? Quantitative+qualitative
Quantitative:
- Number of new customers
- Increase of the frequentation of the point of sales concerned by the campaign/game
- In term of sales, what turnover have been registered short and long term after the event.
- How many campaign related posts on the Social Networks have been registered (Facebook, Twitter...)
- How many people participated
Qualitative:
- Did people talk of the campaign in a positive way?
- Did people talked about the campaign on the web, Buz? Did the media talk about the campaign?
- Was the campaign imaginative, new?
- Was it some community expertise value?
- Did the campaign create communities?
* What 5 elements are needed for a successful Solomo?
- Start with the audience, not the technology: novelty has a limited window of value, but real benefits keep people coming back for more. Identify what people actually care about, and build the technology around that.
- Sharing must be about audience benefit: if you want people to publicly endorse your brand, make sure you offer them something compelling in return for their endorsement. The question to ask yourself is, ‘What’s in it for them?’, and not just ‘What’s in it for my brand?’
- Add value through utility: no-one will turn down a discount, but people will go out of their way to get additional benefits. Offer people what they really need, not just a cheaper version of what they already know they want.
- Keep it simple: this is the critical rule if you want widespread adoption. The number one reason for poor SoLoMo performance is asking people to do too much; any more than ’2 steps to benefit’, and you’ll lose the vast majority of potential participants.
- Build relationships, not spectacle: 97% off a full-day spa package is great, but people’s attention is quickly diverted when tomorrow’s deal offers 98% off a meal at that Michelin-star restaurant. The real value in SoLoMo lies in connecting with people, exchanging mutual value, and building relationships over time.
Predictive Marketing, Hotel Finder.
* What is predictive Marketing. Give, create an example
Predictive Marketing is a datas management process which aim is to settle determined actions from a commecial or marketing objective.
Some of the objectives of the predictive Marketing are :
- Discover new customer segments
- Estimate the economical value of a customer
- Get more informations on the customers through their interest (websites, blobs they visit..)
- Improve the customer satisfaction
- Evaluate the efficiency of the Marketing actions
Example of predictive marketing:
FACEBOOK
• Developed a business profile page where we post product videos and engage fans in conversations about current events in baseball.
• To engage new sports enthusiasts, we utilize Facebook ads, encouraging sports enthusiasts to fan Phoenix Bats for a chance to win free baseball gear.
YOUTUBE
Created a branded Phoenix Bats channel on YouTube where we host all of our videos and embed them throughout all other social media properties.
Results
The results have been truly amazing. The average dollar value of a visitor to the Phoenix Bats site from Facebook and Twitter is 110% greater than a natural search engine visitor. This means that our social media strategy is reaching the ideal target market, driving highly qualified traffic to Phoenix Bats and generating incremental sales for the company.
* What is Google hotel Finder? How does it relate to hotel direct booking?
Google Hotel Finder is a search engine that enables you to find the best hotel at the best price.
Find the place to stay
Make research is the most appreciated districts by tourists, in function of the itinerary to go to the place you are interested in.
Create a selection
In only ine click, you can ad hotels to your selection, in order to have a easy access to it everytime you connect on the search engine.
Find the best price
Compare the prices of the hotels to know if you are doing a good deal or not.
It relates to direct hotel booking as you can book your hotel online through the search engine platform.
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