Mobile marketing - Starbucks & Viceroy Hotels

LOCAL+SOCIAL+MOBILE FOR HOTELS AND BUSINESSES

BEST EXAMPLES

DEBORAH BOMSTEIN

MOBILE MARKETING

TWO EXAMPLES

Starbucks

A worldwide coffee company

Present on social media such as Twitter, Facebook: one of the most important company that control perfectly the communication on social media

Offers good deals with Foursquare

Viceroy Hotels

Hotels & Resorts around the world

Promoting its hotels with good deals on Twitter, Facebook and Viceroy is making great efforts regarding the impact of social media on guests engagement

Offers good deal when guests check-in via TopGuest (Fourquare, Gowalla)

TWO EXAMPLES

Starbucks Viceroy Hotels

Possibility to get 20% off if guests check-in on

Foursquare, Gowalla, Facebook places

Possibility to get discount straight away if you check-in at Starbucks

OBJECTIVES OF EACH CAMPAIGN

Starbucks

Rewards customers Rewards customers for check-in by offering a type of coffee

Allows Starbucks to advertise on new productsadvertise on new products through social media and the offers on these platforms

Enlarge its community Enlarge its community to invite more people to consume its products

Interact with customers Interact with customers to get their opinion about the new products : and let them try it !

Viceroy Hotels

Rewards customers Rewards customers for multiple check-in at hotels or restaurants by offering dicounts and points

Attract current and new Attract current and new customers customers to visit more often the places

« Join the conversationJoin the conversation » via social media to enlarge its visibility to friends of customers

Invite more customers to customers to become influencers become influencers by talking about the good offers on social media

SOCIAL TOOLS USED IN EACH CAMPAIGN

Starbucks

FacebookFacebook: launching special offers and games for the fans like the Tax Day

TwitterTwitter: informing the fans of all the new services & offers – 1% of all the tweet in France

FoursquareFoursquare: 1st company to offer good deals on the Location-based service on mobile

Viceroy Hotels

FacebookFacebook: a good place to interact with fans and customers who ask questions about offers

Twitter:Twitter: Invite influencers to interact more about Viceroy to win good offers such as free stay in one of the hotels

TopGuestTopGuest: get points, miles and perks for places check-in via Foursquare, Gowalla, Facebook places

HOW WILL BE THE RESULTS MEASURED?

By using different tools such as:

Klout:Klout: tracks your online influence through social media

Google analytic: Google analytic: allows to check your website traffic and marketing effectiveness

Mechant Platform of FoursquareMechant Platform of FoursquareTwitteRadarTwitteRadar: allows a good analyse of Twitter

accountTracking the number Tracking the number of guests who book

special discounts offer via Foursquare, TopGuest, Facebook

WHICH ONE DO I THINK IS SMATTER?

Viceroy Hotels is the smatter one for me:Check-in 5 times to get 20% off allows Viceroy

Hotels to:http://www.topguest.com/terms/viceroy

Enlarge its visibility: Enlarge its visibility: check-in 5 times on social media will improve the number of fans and interests of them

Reach more customers Reach more customers : they will become influencers and ask their friends to check-in also to enjoy a meal together for instance

Using TopGuest Using TopGuest allows customers to use Foursquare, Gowalla, Twitter and Facebook: better communication