Klout: Be known for what you love

Klout: Be known for what you love

Klout is a website and mobile app that uses social media analytics to rank its users according to online social influence via the "Klout Score", which is a numerical value between 1 and 100.

Instagram Hotel: 1888 Hotel

Instagram Hotel :1888 hotel , Sydney

How many followers does an Influencer need to get a comp stay?

Influencers or Instagram users need more than 10k followers to get a complimentary stay.

How is the hotel using Instagram to create everyday influencers

The 1888 hotel is using Instagram to motivate customers to take pictures so that the hotel can promote its property through the customers. They even create a contest of best photo posting on Instagram and reward the winner. The hotel is encouraging people to have more followers by offering them a complimentary night. 

Is the content created by Selfie check-in paid,owned or earned, why?

The content created by selfie check-in is earned content, the customers create the content using hashtag to mention the hotel. 

Review content strategy

Review content strategy

Marriott Campaign #Sayhitowifi

Paid content: Traditional ads 

Owned content: Promotion of the campaign in Marriott website

Earned content: when customers become the channel

How paid content looks like:

How owned content looks like:

Marriott used 

How earned content looks like:

the content is used by the Travel agent mag who is non-Marriott influencer with 32.3 k followers.

Influencer Marketing: classwork

Defining Influencer marketing:

Influencer Marketing aims to harness the influence of key individuals on the social web to meet a business goal by building mutually beneficial relationships.

Characteristics of Influencer:

• They are trust worthy: they are the trusted source of information
• They are engaging: they regularly interact and engage with the followers
• Good timing: they know the proper time to use their proper voice for big impact
• Ability to communicate: Influencers have ability to communicate effectively through different media
• Ability to persuade: Influencers have ability to change the behaviour and mindsets of those around them by simply voicing their opinions.

How do I know?

Influencers are generally connected on the social media sites and they are people who inspire others through their business or personal activities.  Influencers are people we can trust to provide the right information; they regularly interact and engage with their followers. They know when and how to communicate to have a big impact. They are technology savvy and active members of the online community.

Differences between Traditional marketing and Influencer marketing:

Sources: Traackr
               Wavedirect
              Intergage
              CMO

Influencer Marketing Homework session two

Influencer Marketing

Influencer Marketing is a strategy applied by brands using key individuals/influencers to promote and increase their visibility in the market and to attract more customers. This is a way to increase the interaction between brands and public.

An influencer is someone who has public recognition based on professional activities, charisma, image... He/she uses this recognition to influence the general public.

 The two brands using Influencer Marketing:

Dior

L'oreal

Source: World-branding

             Traackr
             CMO

Collexion: Hotel Brands for modern Generation

 Top hotel brands for a new generation

Aloft Hotels: stay connected

Aloft Hotels

 Starwood Hotels and Resorts Worldwide

Aloft Hotels, a brand founded in 2005 by W Hotels under the parent company of Starwood Hotels and Resorts Worldwide.

What are the features of the sites that attract Gen C guests?

Firstly, the website is very simple, easy to access and can be seen in multi screens.

Secondly, Aloft Hotels are present in the social media where Gen C guests like to meet such as Facebook, Twitter, Foursquare, Instagram and YouTube.  Its SPG (Starwood Preferred Guest) application speeds up access and facilitates the creation of an account. SPG has a 24/7 telephone and Facetime assistance.

The brand’s personality:

Aloft Hotels target the Gen C guests:  the hotel websites are easy to access from any connected device and booking is very simple. The rooms are modern, fresh and well equipped with modern technologies. They are affordable and comfortable. Aloft offers tech-savvy space with an urban look and buzzing bar scene in the open lobby.

How does the Aloft Hotels satisfy the 4 characteristics of the Gen C?

Creation: Facebook and Foursquare enable Gen C guests to check-in, follow in twitter and mention the hotel in their tweets. Guests can take pictures of the hotel properties and upload them in Flickr and Instagram. This will encourage Gen C to express and share their lifestyle.

Connection: All Aloft hotels provide free high speed Wi-Fi so that guests can stay connected. WXYZ bar is a place where Gen C guests can meet new people and share lifestyles while listening to local bands. By using SPG program Gen C guests can stay in touch with the hotel and the points they earned during their stay can be used in any Starwood Hotel.

Curation: Aloft Hotels are social media friendly; by using Foursquare and Facebook Gen C guests can check-in in any Aloft hotel in the world and upload images to share their experiences.

Community: Aloft Hotels have created a community in different social media sites where guests can share the moments they have experienced during their stay.

Is the mobile site "Responsive Design" or a separate site?

The brand websites can adapt according to the size of the screen so that there won't be a problem for a Gen C guests who use multi-screens, however the mobile site and website look similar. They look responsive design.

What do you think they should do better?

•          As Gen C guests are always connected, it might be a good idea that the mobile geolocation can detect nearby Aloft Hotels and send an Aloft alert to the customers’ mobile.
•          As Gen C like to get popular on social media, Aloft Hotels could choose a guest as a Brand Ambassador for a week or month depending on the points they have earned during their stay and offer them a night free if they recommend the hotel to their friends and family.
•          It could be better, whenever customers open the Aloft Hotels website, if an automatic assistant would appear welcoming and assisting them to find a hotel in a preferable location, book a room and more generally answer any question.

Generation C/ Millennials

                         

Defining Generation C:

Generation C is a generation born in the digital era; they have a creative mind, smart , simple and casual.
They are also called connected customers and can be defined in four words:

• Connection
• Community
• Creation
• Curation

My Millennial score: