Duda Mobile

Here is my new Mobile Website for Hotel Alizé in Cannes :

The Mocal Strategy Hotel Plaza Athénée

My Klout Score

Influence Marketing session 2

Influencer Marketing is the name we give to the process of developing relationships with influential people that can lead to their assisting you in creating visibility for your product or service. This type of marketing depends on your having something great to offer your potential customers, and the audience of the influencer, and it also depends on your building a great relationship with the influencer as well.

My Definition : 

Influence Marketing regroups all the techniques used to reach influencers, influencers are people (bloggers, tweetos, Facebookers, Instagrammers...) that have an audience. They can speak about a product or service and are trusted by their audience. 

Source

Coca Cola is using influence marketing : here

Dorchester Collection welcome influencers : see here and here

Influence Marketing

Influence Marketing :

Influence marketing is the practice of identifying and building relationships with individuals who have influence over a target audience of buyers.

- What are the characteristics of influencers :

An influencer is or have :
- Technical online skills
- credible
- having a following audience
- buyers
- bloggers
- trusted third parties
- ability to engage.

Influencers are likely to be buyers themselves as well as recommenders of product or services to their own audiences both online and off.

We know a person is an influencer if a community follow his opinion and comment his posts and reviews. An influencer need followers and an ability to engage with the community.

The difference between traditional and influence marketing is that in influence marketing a third partie will be used to promote the product to an audience. In traditional marketing the product is directly pushed to the customer.

The Marriott campaign #sayhitowifi : 

If you book directly to a Marriott hotel with the direct channel you will receive free wifi in room. 

Examples of the campaing contents : 

A owned content : 

A earned content : 

Andrea Ma has 802 followers on tweeter, 510 followers on Instagram 

Instagram Hotel : 

The 1888 hotel belonging to the 8 hotels chain : 

You need 10 000 followers to get a comp stay in this hotel. 

First they deliver an Insta map to allow Instagrammers to discover all the secret aspects of the hotel and to take photos without missing a spot.

The Selfie Check in Paid is both earned and paid because they created this space and people take selfies in this created space. So it costed money to the hotel but it earns the comments and posts of instagrammers. Even the free stay is both earned and paid. 

Here is a screenshot of the Instagram campaign of 1888 hotel.

Aloft Hotel A Gen C Brand

Aloft Hotels are Gen C hotels :
They attract the Generation C thanks to their online website where video are inserted, they have also a mobile website accessible with smartphones.

The brand personality :

Aloft Hotel is trendy, all hotels are with modern design in nice locations.

Aloft Hotel meets the 4 Gen C Characteristics in different ways :

Connection : It connect with people with its accessible website where you can book online and see the different location, you can even create an account that gather all you informations and stays in the different Aloft hotels. You can also use your smartphone to access to Aloft website.

Community : Aloft Hotel is present on Facebook and different social medias creating a sense of community for the followers of the brand.

Creation : Aloft Hotel creates videos and images for the different websites.

Curation : Aloft Hotel has an account on Pinterest and Instagram where it gather images and videos about the different hotels of the brand promoting its offers and locations.

They possess a responsive design mobile website.

I think they can add a Virtual tour of hotels on their website to discover the different destinations and locations. Otherwise it is a very well though website.

My Collexio 

Generation C

Generation C Definition : Defining Generation C by Technological Focus: Digital Natives Others prefer to define Generation C as a "psychographic" group, or a number of individuals who share a similar state of mind, whether that be certain personality traits, values, attitudes, interests, or lifestyles. In this definition, Generation C's members all have the common characteristic of being "digital natives" who turn to the Internet naturally and extensively to do a number of things, and are very Web 2.0-savvy. Dan Pankraz, a youth planning specialist for a digital marketing agency in Sydney, Australia, says there are five main characteristics of Generation C: • a love of content creation and 'mashing'; • the tendency to form active communities rather than remain passive; • a gravitation toward social media sites where they can participate in discussions about different ideas and get involved in cultural conversations; • a desire to be in control of their own lives, and a contentedness with complexity; a desire to work in more creative industries and be less restricted by rigid social structures.

My own score :