CAMPAIGN NEW FEATURE IN ACCORHOTELS APP · In partnership with LinkedIn, we will add a new...

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21/12/2016

CAMPAIGN NEW FEATURE IN ACCORHOTELS APP

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In partnership with LinkedIn, we will add a new exclusive feature to the app AccorHotels allowing our users to (re) contact their network worldwide.

This is an opportunity for visibility among Linkedin audiences >> increase awareness of AccorHotels on Linkedin with business travelers

and influencers

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CONTEXT

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The functionality in the heart of the customer experience

Stay

Dream Select Book Prepare

Share Return

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1 THE FEATURE

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Once the hotel room booked, « networking in city » invites users to network in the destination concerned by connecting

to their LinkedIn in app

Identify and contact you first level relationships living in the city of destination.

They can share their future travel on their newsfeed with their LinkedIn contacts

“ I will be at Pullman St Pancras from 3 to 5 August.“

Identify relevant profiles of second and third degree to network in the destination

1

2

3

Business Check Powered By Linkedin

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Business Check Powered By Linkedin Feature presentation On mobile and tablet users having booked

a hotel can connect to their LinkedIn accounts without leaving the app

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Business Check Powered By Linkedin Feature presentation

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On tablet

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2 THE CAMPAIGN

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OBJECTIVES OF OUR COMMUNICATION CAMPAIGN

Encourage to discover the new exclusive feature available in the App Accorhotels

Levels : Factual – didactic - Emotionnal

Increase the usage frequency of the app Encourage the share on Linkedin Via the app

Accompany the positionning of Travel Companion of the app

AccorHotels Awareness among Business travelers and linkedin audience

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TARGETS

RETENTION ACQUISITION AccorHotels Clients

LCAH Members

Business & Frequent business travelers Influenceurs travel –

Marketing / Communication

Age : 30-45/50 years old

SCOPE COUNTRIES France – UK –Germany – Italy – Belgium,

Brazil, Australia + Netherlands, Indonesia

50% Women

50% Men

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Targets

More than 500 000 Active users of the app

+2 M App downloads

More than 250 000 subscribers Linkedin AH page

AccorHotels.com clients

Linkedin : International & Domestic Business Travelers

Influencers, Mkg/com

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CREATIVE CONCEPT – LOGO BASELINE

BASELINE : BOOST YOUR NETWORK WORLDWIDE

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OCTOBER 2016

NOVEMBER 2016

DECEMBER 2016

19th, October to 16th, January : Sponsored Content + InMails

20 October : Update Landing page

26 October : Flyer Talk

20 October : Zone UNE AccorLive

7 November to 30th, November Download the App

19 Octobre : Press release Media activation

Interstitial + What’s new + message by default

18 November Ecard AH.com

7 & 8 November Social Wall + Home screen

SoMe Facebook, Twitter (Ah.com, AH Group, LCAH)

28 December Bloc ecard mobile Clients AH

OUR 360° CAMPAIGN PLAN

LinkedIn

Ah.com

Internal

RP & E-rep

In App

App Campaign

Emailing

SoMe

28 November Ecard bloc optionnel business Plus

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LINKEDIN CAMPAIGN 1-SPONSORED CONTENT CONTENT STRATEGY

From product content to wider useful, fun & snack content

From BusinessCheck post to wider BusinessTravelers Tips

Period : 19th, october to 19th, December

Languages : FR, ENG, DE, IT, PT BR

Content : 18 posts

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LOT 1 : 2 posts

Week October 17th

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LOT 1 – 1- Informative post

Boost business opportunity all over the world.

Paid & Organic October 19th, 2016

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LOT 1 – 2 - Business traveler tips #1

Because you’ve already forgotten it, bought another one, lost it, plugged and unplugged it a 1000 times , Dis cover our #1 B us ines s Traveler Tips . P .S . Another tip? B oos t your LinkedIn network with #B us ines s C heck ah.app.bus ines s check

Paid & Organic October 21th 2016

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LOT 2 : 1 post

Week October 24th

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Lot 2 – 1- Post Businesswoman meeting 38° Paid

October 26th, 2016

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LOT 3 : 2 posts

Week October 31th, 2016

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LOT 3 – 1- Informative post #2 Paid

November 2nd, 2016

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LOT 3 – 2 - Business meeting Paid

November 4th, 2016

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LOT 4 : 2 posts Week November 7th, 2016

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LOT 4 – 1 - Blow bry bar Paid

November 8th, 2016

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LOT 4 - 2 – Breakfast Paid & Organic

November 9th, 2016

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LOT 5 : 2 posts Week November 14th, 2016

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LOT 5 – 1 - Like Paid

November 16th, 2016

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LOT 5 – 2 - Informative post #3 Paid & Organic

November 18th, 2016

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LOT 6 : 2 posts Week November 21th, 2016

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LOT 6 – 1 - Hi Tech Paid

November 22th, 2016

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LOT 6 – 2 - Tally Paid & Organic

November 24th, 2016

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LOT 7 : 1 post Week November 21th, 2016

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LOT 7 – HOTEL Paid & Organic

December 1st, 2016

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LOT 8 : 2 posts Week December 1st, 2016

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LOT 8 – MARS Paid & Organic

December 6th, 2016

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LOT 8 – Profiles Paid & Organic

December 9th 2016

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LOT 8 : 2 posts Week November 28th

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https://we.tl/U709W9wjXm

POST 15 – Stop Motion suitcase

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https://we.tl/83bR25tbZG

POST 16 – Christmas sweater SNAPCHAT

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https://we.tl/83bR25tbZG

POST 16 – Christmas sweater FACEBOOK Paid & Organic

December 16th 2016

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https://we.tl/xyMojIwt9g

POST 16 – Christmas sweater FACEBOOK

CANVAS

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POST 16 – Christmas sweater TWITTER

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2- InMails (& banners) AB TESTING with 2 InMails

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Version a) Inmail + banner

Hello First Name, Y ou might have forgotten it, but your profess ional network needs to be looked after. S o what if you could make the most of your bus iness trips by meeting your LinkedIn connections? C lients or co-workers , your opposite numbers across the globe or even your old classmates… now is the time to renew those connections ! With B us iness C heck, you can boost your network, expand your circle of contacts and even take advantage of bus iness opportunities everywhere you travel. What is better than travelling to allow your career to take off? Discover how B us iness C heck works now, powered by LinkedIn exclus ively on the Accorhotels App. (UR L)

With Business Check, your network joins you on your travels

AccorHotels

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Version b) Inmail + banner

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3 - Landing page

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3 - Ecard ah.com

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Send 18th November, 2016 Target > International & domestic travelers with

preference for sport /golf / culture and mobile users Volume > 50 k

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3 - Bloc ecard Business Plus

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Send 25th November, 2016

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4 - Social Media

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Instagram @leclubaccorhotels 6th, December

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20th, November

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✓ A press release sent worldwide « AccorHotels and LinkedIn create Business Check powered by LinkedIn, to boost business networks all over the world”

✓ Press targeted : business travel / marketing / BtoB

hotel and tourism / inflights press

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Boost your network worldwide: AccorHotels and LinkedIn create

Business Check powered by LinkedIn

COMMUNIQUE DE PRESSE FR DIFFUSION : 19th, October

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3 VERY FIRST RESULTS

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FEATURE BUSINESSCHECK

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1- Connexion to Linkedin Accounts 2- Share 3- Communicate with thirs contacts 4- Add new contacts

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FIRST RESULTS

06/09/2016 to 21/11/2016

Visits on the login page to your LinkedIn account* 12142 Login page visits*

12142 visits on login page* vs 2638 connexions* that is to say : 21,7 % 496 share* that is to say : 4 %

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LINKEDIN – 2 first Posts – Fresh results

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CTR & ENGAGEMENT RATE ABOVE BENCHMARKS

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2 first Posts on Linkedin Very fresh Results

vs

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PRESS FALLOUT

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TOTAL 18 PRESS FALLOUT IN 1 WEEK

11 ENGLISH SPEAKING WEB MEDIA

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7 FRENCH SPEAKING WEB RELEASE

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FTNNews OCTOBER 19TH 2016 - LIEN VERS L’ARTICLE

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Travel Daily UK OCTOBER,19TH 2016 - LIEN VERS L’ARTICLE

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ITCM OCTOBER,19TH 2016 - LIEN VERS L’ARTICLE

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Hospitality Net OCTOBER 20TH 2016 - LIEN VERS L’ARTICLE

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Hotel Marketing OCTOBER 20TH 2016

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Lodging Magazine OCTOBER 20TH 2016 - LIEN VERS L’ARTICLE

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Mr Horecan OCTOBER 20TH 2016

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Skift OCTOBER 20TH 2016 - LIEN VERS L’ARTICLE

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eHotelier OCTOBER 21TH 2016 - LIEN VERS L’ARTICLE

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Business Traveller OCTOBRE 21TH 2016 - LIEN VERS L’ARTICLE

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Travel Daily News OCTOBER 26TH 2016 - LIEN VERS L’ARTICLE

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