DIGITAL MARKETING
LEREVEREND AgnesLAURENT LaurianeMBA 2 A
SOCIAL NETWORKS + SOCIAL REWARDSExpedia + FacebookTopguest + Instagram
PLAN
1. What customer groups - communities of interest are being targeted
2. What actions are being provoked?
3. Are the incentives appropriate?
4. Will these campaigns work - yes, why - no, why not?
5. Do commercial campaigns change the essential nature of the social network used?
1. What customer groups - communities of interest are being targeted
EXPEDIA + FACEBOOK
Open to everybody with a FB account
The only requirement is to « like » the Expedia FB page
Participants are people who like and are traveling and who have great imagination!
The larger their social networks, the higher their chance of winning the contest are!
TOPGUEST + INSTAGRAM Open to legal residents of the
fifty (50) United States (and the District of Columbia) who are at least eighteen (18) years
Must be a Topguest member as well as a Virgin America Elevate member or enroll for free.
More generally, people who like playing and taking pictures
Participants must have an Apple device, like an Iphone or Ipad.
2. What actions are being provoked?
EXPEDIA + FACEBOOK
Grow their community Get free ideas of travels
from the participants Create a buzz Encourage the followers
to book via Expedia and discover or know the company better
Have an active presence on FB and develop the loyalty of their fans
TOPGUEST + INSTAGRAM
Create a buzz by rewarding the participants
For Instagram, allow to develop awareness of the app
For Topguest, encourage other companies to join their programs
For the company that participate to the Topguest program, increase awareness and image of the company and potentially its sales in the future
3. Are the incentives appropriate?
EXPEDIA + FACEBOOK
Prize = luxury vacations of high value in 1 of 13 amazing destination
Many chance to win (not only one prize)
=> Attractive as participants are supposed to be travel lovers and encouraging as they are not only 1 possibility of winning
TOPGUEST + INSTAGRAM
Prize = 1000 bonus elevate points (credited directly in the Elevate Members’ accounts)
=> Appropriate as participants are members of Virgin America but the prize is not very attractive and original
4. Will these campaigns work - yes, why - no, why not?
EXPEDIA + FACEBOOKPros: Entertaining / fun
compaign Easy to participate Access all around the
world Great prizesCons: Your chance of winning
depends on the size of your social networks
TOPGUEST + INSTAGRAM
Pros: Fun and infinite chance of
winning (post as many photos as you want during the period of the contest)
Cons: Prize is not very attractive Limited to the USA Limited to owners of Apple
devices (Iphone, Ipad) Restricted to Virgin
America members => too limited!
5. Do commercial campaigns change the essential nature of the social network used?
EXPEDIA + FACEBOOK FB = originally a platform to
communicate and share with your friends
FB trends now: arrival of FB company pages to engage with customers (no t selling!)
Last trend: social commerce integrated in FB pages with loyalty and rewards programs
=> There is a shift in the use of FB more and more oriented to selling and commercial campaigns
TOPGUEST + INSTAGRAM
Topguest = a site between LBS and loyalty rewards programs that also works with Foursquare, Gowalla, Twitter, FB Places…
Offers limited loyalty and rewards programs (in time)
=> Does not change the nature of the site
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