Internet & Social Media Marketing

a Practical Case Study

Imocom Hotels and Resorts

“Business has only two functions – marketing and innovation.”

Milan Kundera, Czech novelist, playwright and poet.

OVERVIEW

• BackgroundImocom GroupOur resortsWhy Internet Marketing & Social Media?

• Implementation and StrategyGeneral informationStrategies we use

• Results

OVERVIEW

IMOCOM GROUP

Corporate Identity

Vision  To be a reference of excellence, through dynamic

entrepreneurship and notoriety associated with the best and most innovating projects.

ValuesInnovation – challenge the status quo and creating

value add.

BACKGROUND

5 STAR ALGARVE RESORTS

BACKGROUND

Brand : As Cascatas Golf Resort (2007)

Monte Santo Resort (2008) Conrad Palacio da Quinta

Location: Vilamoura, Carvoeiro

Accommodation: 69 1 to 4 bedroom Suites33 1 to 3 bedroom suits and

linked villas

HOW DID WE START

• Establish Strategy and Goals through Scorecard

• Integrating Function in Marketing Department

• Website Re-design

BACKGROUND

INTERNET SCORECARD

BACKGROUND

Perspective PerformanceSEO Perspective 65,97%PPC Perspective 65,62%Social Media Perspective 71,23%Web site effectiveness 79,37%Total Performance 71,23%

Strategy tree and scorecard details :

GoalWeight

(x of 10) UnitPerformance

(%)

SEO Perspective 3 65,97%Google 1st page Results - EN 7 # 66,67%Google 1st page Results - PT 5 # 13,33%Number of keywords that the site ranks for in the top 30 4 # 79,00%Number of keywords that the site ranks for in the top 30 3 # 74,00%Number of top 30 Ranks on Google.com 4 # 80,00%Number of top 30 Ranks on Google.co.uk 4 # 70,00%Number of top 30 Ranks on Google.pt 2 # 20,00%Number of top 30 Ranks on Yahoo 1 # 80,00%Number of top 30 Ranks on Bing 1 # 75,00%Number of top 30 Ranks on AltaVista 1 # 73,33%Keyword per Page Yield (Keywords/Landing Pages) 2 # 88,00%Inbound Links (Google, Yahoo, Live, AllTheWeb, AltaVista) 4 # 92,75%Number of traffic generating organic keywords 3 # 91,56%Visitors per Keyword 1 # 92,50%Page Saturation (Google, Yahoo, Live, AllTheWeb, 1 # 89,49%Traffic from Organic Search 2 # 91,56%Number of unique landing pages 2 # 94,12%Non-Brand to Brand search ratio 2 # 47,00%

Total Performance in group 65,97%

WEBSITE RE-DESIGN

BACKGROUND

Large Hi Res pic above the fold

Commercial Thumbnails

above the fold

Internal Hyperlinks

FB Share Integration & Call

to Action

FB “Like” integration on all

LP’s

Newsletter subscription with

mobile nr

Tripadvisor Review applet

SEO Footer

Strong Imagery: Hi Res, Virtual

Tour, Films

RESULTS WEBSITE REDESIGN

BACKGROUND

All Quality Stats

Improve

Increased Loyalty, Seasonal drop, Paused PPC

MOBILE MARKETING

BACKGROUND

3% of all traffic

29% more new visitors than normal website

e MARKETING

BACKGROUND

Average Open Rate PT: 21,09%

Average CTR PT: 9,25%

Average Open Rate UK: 15,09%

Average CTR UK: 5,27%

WHY SOCIAL MEDIA

The ObviousPR – to increase awareness of potential usersBuild engagement, excitement and online

visibilityCustomer Service – to address issues /

complaintsBuild Loyalty and Business thru new channel

and generate ROI

The Not So ObviousProspecting – attracting new clientsCRM – to stay in front of mind of past guestsBranding – Support our core values: innovation

BACKGROUND

FACEBOOK

Facebook GoalsPosts: at least one a dayPickup: +50 Fans a weekGenerate Website Traffic: Within Top 5 of

ReferralsConversion: ReservationsTime commitment: 5- 30 minutes a day

GETTING SOCIAL

PERSONALISED FACEBOOK TABS

GETTING SOCIAL

INCREASE FACEBOOK FANS

GETTING SOCIAL

FACEBOOK AFFILIATE MARKETING

GETTING SOCIAL

10/10/10 - 10.000 Fans Sweepstake

Marketing Partners:Algarve Motor Park7Seven Spa VilamouraBMWReal PicadeiroLuxWoman

TWITTER

Twitter GoalsPosts: One daily retweet, update,

mention/responsePickup: 20 followers a dayTime commitment: 5- 30 minutes a day

GETTING SOCIAL

BLOGS

GETTING SOCIAL

3% of all traffic

17% more new visitors than

normal website

GENERAL ENGAGEMENTWhat do we talk about? Bilingual• Exclusive Fan Promotions / Follower benefits / discounts• Recent Guest Reviews on Tripadvisor, Booking.com etc• Recent Media exposure• Events & Destination news• Friday Afternoon Quote• Fan Quiz, Fan Contests, Fan Sweepstakes• InFavour Hotel Loyalty benefits• Post birthdays of guests with special Birthday Offer • Make the fans hungry. Daily pics of restaurant specials• Upload small “home made film” “How to prepare a

cataplana? Check out this video from our head chef.

BEING SOCIAL

SERVICE ENGAGEMENTSeek out & respond to and act on

complaints / concerns

Reviewers / those sharing compliments are thanked

Tripadvisor• All guest receive a post stay

letter to review and or “like”• All reviews are tracked and

receive personal response

BEING SOCIAL

SERVICE ENGAGEMENT

BEING SOCIAL

SERVICE ENGAGEMENT

BEING SOCIAL

SOCIAL MEDIA

BEING SOCIAL

Fans/Likes: 2.200 – 6.200

Ranked: #1/20 – # 1/38

Followers: 802 – 516

Downloads: 4.016

Testimonials: 0

Followers: 2 - 7

ALGARVE HOTELS TOP 50

BEING SOCIAL

CHANNEL INTEGRATION

On & Off-line Multi-Channel Approach

Dedicated Promotional Landing Page

Email Marketing

Mobile Marketing

Social Media Marketing

BEING SOCIAL

SOCIAL MEDIA INTEGRATION

SWEEPSTAKE

30.000+ new contacts

85%+ New Visitors

9.000+ visits 38 countries, 382

cities

30.000+ views 55 Media

publications

RETURN ON INVESTMENT

CONCLUSION

• Opportunities for providing great customer service

• Two-way engagement potential; empowering honesty with “likes” / “dislikes”

• Unique Niche and Source of Referral

• Increased Sales / New route to market

CONVERSION

CONCLUSION

Referral Traffic of Social Media SitesFacebook, Q3/Q4 2010 already 2nd

referral site

All Social Media: > 2% of web trafficFacebook holds 65% of Social Media Traffic

Reservations: between 1-2% of web traffic

THANK YOU

Marc SontagDirector of Residential Tourism

IMOCOM Hotels and Resortsmarc.sontag@imocom-grupo.com

+351 289 304 900

“Marketing takes a day to learn. Unfortunately it takes a lifetime to master”

Philip Kotler, 1931 -, US Marketing Guru