Group3zpresentationmacysjcpenney 13317479695627-phpapp01-120314130426-phpapp01
rphonlinemarketingideasv2-140627061032-phpapp01
description
Transcript of rphonlinemarketingideasv2-140627061032-phpapp01
Content
1) Social media – Traffic and conversions that originate from social media channels
2) Search – Traffic and conversions that originate from search channels and
strategies such as Google, SEO 3) Mobile – Mobile web channels 4) Payment – Using payment channels to increase sales/bookings 5) Affiliates – Programs and partnerships with relevant sources to increase
sales/bookings
6) Loyalty – Integrated programs to encourage repeat sales/bookings
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Social Traffic
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• Less than 2% of traffic originates from social channels
• Let each country manage and create campaigns to engage and grow the user base
• Low engagement in non-Malaysian channels (examples: other country Facebook pages have 10 times less likes than Malaysian pages, Thailand’ twitter account has few followers and is not engaging)
Japan Twitter Presence
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• Not active Japan account
• Twitter is very popular in Japan, second most used channel after Line
• Japan is ranked 3rd in the world for number of Twitter users (http://bit.ly/1hHRj5U)
Google+
• Not active since 2012
• Use as social blogging platform, not a micro-blogging platform like Twitter/Facebook
• Google+ has been integrated with Google search - important for hotel SEO as a tool to encourage better search engine authority
• Blog pieces should be more in-depth travel pieces
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• Only one main account with few followers
• IG is very popular in Thailand – there should be and account for Thailand and followed with some campaigns
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Mixi Account
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• Mixi is Japan’s Facebook
• Not sure if this was created by Tune Hotels HQ
• No updates with logo and relevant content, example: Okinawa hotel
LINE Account
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• Worth considering LINE account for growth in Japan, Thailand etc.
• Have cheaper LINE@ accounts for businesses that cost 5,250 yen for setup and monthly fees
YouTube content
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• Similar (entertaining) content should be created for other countries/languages – helps educate customers on the brand
Book on Facebook
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• Can enable bookings directly on Facebook Country and City pages
• Not available on Tune’s Facebook pages
Tweet-a-booking
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• Can be grouped under concierge services and extended to other channels
• Simply facilitate bookings by conversing with users and sending a private payment link
Concierge Services
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• Tune Concierge exists only on Twitter
• Should be extended to other channels and countries
• Should be promoted on the website; no evidence of concierge service
Weak SEO
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• Good: Well recognized brand as almost all search traffic originates from ‘tune hotel’ keywords
• Bad: Not getting search traffic from other keywords
• Onsite keyword usage is not optimized - need keyword and content strategy
• Text-to-code ratio is low in the website
• Number of external backlinks is also low – can be addressed with affiliate program
Mobile Web
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• Mobile app already under development
• Website has to be optimized for mobile – definitely losing sales/bookings because not easy to book through mobile web
Offline payments
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• Enable offline payment channels in less credit card friendly countries – Thailand, Indonesia, Philippines, India etc.
Vacation without $$$
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• Enable installment payments to make it easier for more people to afford a vacation
• More relevant for emerging markets like Thailand, Indonesia, Philippines etc.
• Can create packages with flights, tours etc.
Pay on arrival
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• Give users the flexibility of paying upon arrival at the hotel
• Charge a slightly higher rate for this option
• No show = no charge
Brand & bank partnerships
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• Issuing banks and card brands can provide marketing budget to run campaigns in exchange for special treatment for their members
• Example: Guests who use Visa to book will get 1000 points for their booking; Visa will invest in promoting the campaign across their channels
Affiliate program
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• Goal should be to channel bookings through our website/mobile app as opposed to OTAs
• Funnel traffic by enabling content creators (bloggers etc.) to join our Affiliate program
• Example: User reading about Pattaya travel experiences on a blog or website will be able to check rates from Tune instantly if there’s a search box plugin
• We provide a small commission per successful booking – we get a new member for life
• All big, successful websites use affiliate programs – Amazon, Accor, Agoda, Expedia
Google Hotel Finder
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• Should list rates from our website directly so that it appears lower and can generate more bookings
Hotel Comparison Websites
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• Should list our website rates and information directly with various hotel comparison websites to drive up bookings – Trivago, Hipmunk, Momondo, Kayak etc
AirAsia affiliate program
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• Book a room at Tune Hotels simultaneously
• Other related brands/ services are provided – Skybus, Tunetalk
• Or receive a discount code for a Tune Hotel
• AirAsia can receive a cut from every successful booking
• Can potentially be done with other transportation channels – airlines, buses, trains etc.
Loyalty program
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• Guests collect nights and receive rewards as extra nights, merchandise, flights, tours etc.
• Can be coupled with bank, credit card and other brand partnerships
• Example: A VIP partnership between Tune Plus members and Coffee Bean & Tea Leaf for a free cup of coffee
Packages & Deals
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• Should bundle packages with flights, local tours, deals etc.
• Can also offer stand-alone deals
• The deals/offers can be
displayed on various Tune Hotels channel options – In-hotel advertising, Website, Social Media, EDMs
• The ancillary offerings can help differentiate Tune over other hotels