Instagram Hotel

- An Influencer needs to get more than 10,000 Followers to get a comp' stay

- The Hotel is using Instagram to create everyday influencers they use Instagram posts as "incentives" to win free room nights for example, etc., using the hashtag #1988hotel. It appears really attractive for customers, they are coming to share their experience and they all become influencers by doing it, which will attract more customers that will want to do the same. 

- The Selfie Check-in Paid is at first "earned content" I think since the customers are posting pictures using the hotel hashtag. However, once the hotel post the picture on the lobby screen it becomes a "owned content" I think because the company have control over it. 

Review Content Strategy - Marriott Reward Campaign #Sayhitowifi

Owned Content : Post on website for rewards insiders, post on Marriott corporate website, etc.

Earned Content: Each time a customer will post or share something using the hashtag #sayhitowifi in order to win the free wifi for the room

Influence Marketing vs Traditional Marketing

Traditional Marketing is focusing on a whole targeted market. It uses traditional supports such as notices, brochures, ads, etc. addressed to the entire targeted segment. 

Influence Marketing focuses only on individuals that will have influence on potential customers. The targeted segment is usually a lot smaller but will have a better impact. 

Influencer can be regrouped in different categories: 

- Activists: They are really involved in their community

- Connected: They have a big social network

- Impact: They have impact on others and are trusted

- Active minds: They have various interests so they will have influence on different types of businesses

- Trendsetters: They are early adopters (or leave) depending on the trends

http://www.marketing-schools.org/types-of-marketing/influencer-marketing.html 

Brands actively using influence marketing

W Hotels (part of the Sarwood Hotel Chain) = very active on social network and best hotel app

Kimpton Hotels = loyalty program rewarded customers if they use hashtags and company very active on social networks as well

Influence Marketing

Definition of Influence Marketing 

It is a type of marketing that focuses on what is called "influencers". Marketers focus on individuals that will have influence over potential buyers rather than a whole targeted market. Influencers can be any person, group, brand or place.

http://www.marketing-schools.org/types-of-marketing/influencer-marketing.html

W Hotels: Website and App attractive for the Gen C

How Millenial Are you?

Definition of Gen C

Group of people between the age of 18 and 34 years old, who use a lot social media and so are considered to be connected.
"In the course of the next 10 years, a new generation "Gen C", will emerge. Born after 1990, these "digital natives", just now beggining to attend university and enter the workforce, will transform the world as we know it";