Group 5, including Audrey B., Jc M., Joël F., Lionel K., Yacine M

Group 5, including Audrey B., Jc M., Joël F., Lionel K., Yacine M

Introduction to Westin

 Lifestyle strategy change of WESTIN  But…What is Lifestyle?,

 Buying choices are driven by psychological factors which are: Motivation, Perception, Learning, Beliefs and attitudes,

 …and then Motivation is based on Maslow model

Group 5, including Audrey B., Jc M., Joël F., Lionel K., Yacine M

Maslow model

Physiological

Safety

Love / Belonging

Esteem

Self Actualisation

Group 5, including Audrey B., Jc M., Joël F., Lionel K., Yacine M

Recommendations

 Strategic: ROI, Brand trainers.

 Tactic: Processes, Transfert.

 Operational: Training, Objectives.

Group 5, including Audrey B., Jc M., Joël F., Lionel K., Yacine M

Marketing communication strategy 1/3

Web (Stickiness model)

Ofoto Online Dictionnaries

(Britanica) Personnal websites

Domain name speculation CMS

(Content management system),

(Sources: Web 2.0 Principles and Best Practices, John Musser & Tim O'Reilly and the O'Reilly Radar Team, O’Reilly Media, 2006)

Web 2.0 (Syndication model)

FlickR Wikipedia Blogging

SEO (Search Engine Optimization)

Wikis

Web 2.0 (Syndication model)

Web 3.0 (Mix model)

Group 5, including Audrey B., Jc M., Joël F., Lionel K., Yacine M

Marketing communication strategy 2/3

Hospitality 2.0 Hotels 2.0 Reservations 3.0

Group 5, including Audrey B., Jc M., Joël F., Lionel K., Yacine M

Marketing communication strategy 3/3

 When ultimate tools become ultimate nightmares