Upload
maerten-caroline
View
213
Download
0
Embed Size (px)
Citation preview
8/14/2019 Club Med & Social Media
1/15
Club Med Belux Social Media Campaign-
Ine @ Chamonix
22 April IAB NetCaf
8/14/2019 Club Med & Social Media
2/15
Page 2 | Club Med Belux | IAB Netcaf
Impact of Social Media on world wide travel industry
Travel: most developed e-commerce sector and most impacted by Word ofMouth
Trip advisor = 20M unique visitors /month
Nielsen study in 2007 shows :
4 out of 10 travellers are reading blogs, are sharing pictures and/or are takingpart in virtual visits to learn about their destinations
1 out of 4 answer or post comments on social networks
2/3 are watching movies or listening to podcasts before making a travelreservation
8/14/2019 Club Med & Social Media
3/15
Page 3 | Club Med Belux | IAB Netcaf
Some Trends
66% of travellers feel that User-Generated Content* is more trustworthy thanthe information on professional sites
Impact of USG on the decision making process and on the purchasing ofholidays
24% of travellers change opinions after having consulted UGC 51% use UGC to fine-tune their selection
23% use USG so as to confirm their holiday choice
15% use USG to pick their final destination
User-Generated Content* represents a yearly spending of 10 billion dollars,amongst which are online reservations
* = sites the contents of which has been created entirely by consumers (text, audio, video, etc.)
8/14/2019 Club Med & Social Media
4/15
Page 4 | Club Med Belux | IAB Netcaf
In Belgium, its just the beginning
Internet has become THE forst information source when preparing a holiday:
80% of clients consult Internet when preparing their holidays
but only official informations at the moment
8/14/2019 Club Med & Social Media
5/15
Page 5 | Club Med Belux | IAB Netcaf
So we decided to make a first try on Social Media
Objectives:
Establish a first dialogue with Belgian bloggers
Communicate Club Med USPs & values amongst surfers thanks to real & neutralblogging experiences
Respecting our marketing objectives:
Position Club Med as an innovative & modern brand
Preinforce Club Meds online visibility
8/14/2019 Club Med & Social Media
6/15
Page 6 | Club Med Belux | IAB Netcaf
Ine@Chamonix
Social Media action relayed on influential Belgian blogs
Concept:
A blogger sended to Club Med Chamonix in order to give a live impartielfeedback on her stay
She tested everything possible (Ski, Spa, Restaurant, ) during 3 days
Means: Blog + Interactive banner (Twitter + Flickr)
8/14/2019 Club Med & Social Media
7/15
Page 7 | Club Med Belux | IAB Netcaf
On Ines blog (www.monuments.nu)
8/14/2019 Club Med & Social Media
8/15
Page 8 | Club Med Belux | IAB Netcaf
On Ines blog (www.monuments.nu)
8/14/2019 Club Med & Social Media
9/15
Page 9 | Club Med Belux | IAB Netcaf
Relayed on belgian blogs via an interactive banner
8/14/2019 Club Med & Social Media
10/15
Page 10 | Club Med Belux | IAB Netcaf
Relayed on belgian blogs via an interactive banner
8/14/2019 Club Med & Social Media
11/15
Page 11 | Club Med Belux | IAB Netcaf
Bannering Results: Sunday 6th April Wednesday 9thApril
59 102 Impressions
277 clicks
0.47% CTR
17 629 contacts
3.4 impressions / contact
1.57 clicks / contact
8/14/2019 Club Med & Social Media
12/15
Page 12 | Club Med Belux | IAB Netcaf
We had some additionnal surprises when blogs relayedthe action in Belgium
8/14/2019 Club Med & Social Media
13/15
Page 13 | Club Med Belux | IAB Netcaf
And even in other countries
France Brasil
Canada
8/14/2019 Club Med & Social Media
14/15
Page 14 | Club Med Belux | IAB Netcaf
Cherry on the cake : Important national press
Le Soir 9th
April
De Morgen 11th April
8/14/2019 Club Med & Social Media
15/15
Page 15 | Club Med Belux | IAB Netcaf