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31 st January 2013 Website : http://www.SoLoMoThursday.com Facebook : http://www.facebook.com/SoLoMoThursday LinkedIN : http://sg.linkedin.com/in/solomothursday Youtube : http://www.youtube.com/user/SoLoMoThursday Twitter : https://twitter.com/#!/SoLoMoThursday Book Ticket : http://solomothursday.eventbrite.com SoLoMo Thursday Juliet Low Marketing Director (Asia) Techsailor Group PAGE1

SoLoMo Thursday | Target: Audience

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  • 1.SoLoMo Thursday Juliet Low Marketing Director (Asia)Techsailor GroupWebsite : http://www.SoLoMoThursday.comFacebook: http://www.facebook.com/SoLoMoThursdayLinkedIN: http://sg.linkedin.com/in/solomothursdayYoutube : http://www.youtube.com/user/SoLoMoThursdayTwitter : https://twitter.com/#!/SoLoMoThursdayBook Ticket : http://solomothursday.eventbrite.com31st January 2013 PAGE1

2. Opening NoteBiz Card @ #Solomotive Drink Vouchers @ BarFishbowl o`31st January 2013PAGE 2 3. ObjectivesProvide insight on SOcial, LOcation-based andMObile Media to your business o Explore usage of Social platforms & Mobile Apps. o Apply strategies to different industries. o Apply strategies to different functions in Sales, Marketing & PR. o Present latest technologies. o Analyse case studies & global statistics.PAGE 331st January 2013 4. SPEAKER : REX HUANG31st January 2013 PAGE 4 5. Target: Audience31st January 2013PAGE5 6. A wise mans view on SoLoMoPAGE 6 7. Sharing for This Thursday Understand how SoLoMo works Discover where are your target audience Realize why SoLoMo is not for everyone Know which digital solution will work for youPAGE 7 8. SoLoMo isTechnologyMarketingLife Style The Synergy of SoLoMo Enables Creators to come out with lifestyle changing Ideas. PAGE 8 9. Glance of SoLoMo for HotelPAGE 9 10. It sounds cool,but does it work for my business and how? You Must Know Your Target Audience PAGE 10 11. Our MethodologyFind How Your TargetDefine Target AudiencesAudiences Use SoLoMoStudy AudienceCreate Attractive &Behavior to decide if Valuable Engagement SoLoMo is suitablePAGE 11 12. Target Audience Profiling Step 1: Define Target AudiencePAGE 12 13. Define your Audience!Considering Factors Grade: Luxury, Up Scale, Mid-Tier, Economy Location: CBD Area or Near or inside Tourism Attractions Purpose: Business/Leisure Geographical: Local, ASEAN, China, India & West. Seasons & Festivals: Summer/Winter/Special Occasion like F1.PAGE 13 14. Types of Hotel Guest 15. Grouping & Profiling Mid & High Income Local Singaporeans. Leisure getaway in weekends or short holiday. Hope to build up long time loyalty and come back often. 16. Where are your audience?Step 2: Research how they use SoLoMoPAGE 16 17. Social & Mobile MediaPAGE 17 18. Mobile MediaIndonesia is the largest smartphone market in S.E. Asia with its smartphonepenetration rate at 62%, Malaysia & Singaporewhile have the deepest88%.smartphone penetration at - GfK Group (2012)BUT PLEASE DONT TRUST ANYDATA WITH OUT FURTHERVALIDATION WITH DIFFERENTSOURCES. PAGE 18 19. SoLoMo BehaviorTravellers are still actively using social media while on vacation.85%Use smartphones abroad 72% Post vacation photos(International leisure travellers) on a social network46%Check in to a location 70% Update Facebook Status(e.g. Facebook, Foursquare)- Lab42 in Mashable (2012)PAGE 19 20. Case Study:Intercontinental Hotel Group (IHG) PAGE 20 21. Intercontinental Hotel Group2011: FB Campaign Launched King of the Road for Candlewood Suite Stay Social for Holiday Inn2011: 7 Hotel-Booking Apps LaunchedResults:+10x Room Night Bookings from 2010 = Mobile Booking Revenue = USD$20m/monthPAGE 21 22. Pre-trip Engagement & Recruit Castlewood Suites King of the Road Campaign Results: +10K Fans in 3 monthsPAGE 22 23. Pre-trip Engagement Holiday Inn Stay Social CampaignResults:+49K Fans in2 monthsPAGE 23 24. Pre-trip Content Blasting IHG Worlds Biggest Bed Jump Campaign PAGE 24 25. Post-tripCustomer ServiceIHG Twitter Page PAGE 25 26. Pre-trip Sales: Search & Reservation IHG Hotel Booking AppResults:+10x in night booking PAGE 26 27. Post-tripSales: Membership LoyaltyIHG Hotel Booking AppResults:#Membership +7mil/yearPAGE 27 28. Holistic Tourism Experience ThruSoLoMoPre-tripSearch for recommended ideas on SMDecide on a hotel based on reviews & brandingBook & Reserve through AppPost-tripOn-trip Review & share Redeem membershipexperiences on SM reward & discount Recommend ideas to Search for local infofriends & familythrough a guide Advocate for brand Enjoy hotel services PAGE 28 29. What Do You Want To Do?Step 3: Understand your purpose PAGE 29 30. Pre-trip Search & Reservation (Brand) Starwood Preferred GuestPAGE 30 31. Pre-trip Search & Reservation (Location) Hotel Tonight PAGE 31 32. Pre-trip Search & Reservation (Location) Hotel Tonight PAGE 32 33. Pre-trip Engage: Recruit Balsams Grand Resort Innbedded Resorter Campaign PAGE 33 34. Pre-trip Engage: Conversion The LangHam Hong Kong PAGE 34 35. Pre-trip Intel Gathering Four Season Hotel PAGE 35 36. On-trip Concierge Service (Outbound) Mandarin Oriental Hotel PAGE 36 37. On-trip Concierge Service (In/Outbound) Ritz-Carlton HotelPAGE 37 38. On-trip Customer ServiceMystique Hotel PAGE 38 39. Post-tripFeedback Gathering Raffles Hotels & ResortsPAGE 39 40. Our RecommendationsStep 4: Develop SoLoMo Strategy PAGE 40 41. Suitability for SoLoMoPAGE 41 42. Our MethodologyFind How Your TargetDefine Target AudiencesAudiences Use SoLoMoStudy AudienceCreate Attractive &Behavior to decide if Valuable Engagement SoLoMo is suitablePAGE 42 43. There is no one solution to fit all.Know your target audience! PAGE 43 44. Questions?Rex Huang[E] [email protected][SG] +65 8555 7288[CN] +86 135 3887 7660Brought to you by: 45. Manage your Online Reputationwith PR Guru Brian WendelSPEAKER : Brian WendelSENIOR VP, FTI CONSULTINGMarch 28, 201331st January 2013 PAGE 45 46. Why Everybody Hates YourMobile AdvertisementSPEAKER : Christian GeissendoerferFOUNDER & CEO, YOOSEApril 25, 201331st January 2013 PAGE 46 47. How to make your BusinessFail.SPEAKER : Ewan GreyDIRECTOR, APACSKYSCANNERJune 27 , 201331st January 2013 PAGE 47 48. Its Not About ME.SPEAKER : Wayne ChiaBIZ DEVELOPMENT DIRECTOR,TECHSAILOR GROUPJuly 25, 201331st January 2013 PAGE 48 49. Lucky Draw 31st January 2013 PAGE 49 50. Bulk Buying Deal4 tickets@ $39.90----------------o Purchase at Reception.o Cash Only.o Tickets are transferable.31st January 2013 PAGE 50