Homework Session 3

Test Result: 10

Influence Marketing Homework session 2

Infuence marketing definition:

Influence marketing will be the process of thinking or the acting of someone or a group, affected by someone ‘else action. We have influences on ourselves. It gathers the entire techniques use to make people talk about a product or a brand. The term influence marketing is more and more well-known with the development of internet (e-influencers)

Two examples of brand using influencer marketing: Nespresso with George Clooney and Coca Cola with all the internet influencer.

Source

World's of mouth = Influence Marketing

Influence Marketing Session 2

Definition of Influence( r ) Marketing

àInfluential marketing is the process of connecting with those that influence who have a large following and have the power of their voice to increase their visibility of may more.

àInfluence marketing is the practice of identifying and building relationships with individuals who have influence over a target audience of buyers

What are the Characteristics of an influencer?

àAppinions defines an influencer as a person, brand or company who expresses a contextually relevant opinion that is meaningful enough to elicit action from others

There are three criteria used to identify influencers:

•  Opinions: Appinions focuses on expressions of subjectivity, indicating a personal point-of-view, rather than mere distribution of fact

•  Context: The opinions are relevant to a user-defined topic, which is developed for a specific business need

How do we know someone is Influencers?

-Speakers - Book Authors -User groups, Forums -Organizers -Blogs Analysts

-Journalists -Look for lots of comments & - -Direct to Gartner -Forrester

Traditional Marketing	Influencer Marketing
Designed to reach audience OFFLINE ·         Newspaper ads ·         Brochures " ·         Trade show ·         TV, radio	Designed to reach anaudience ONLINE ·         Blogs ·         Facebook ·         Twitter ·         LinkedIn

2. Review Content Strategy

Examples of paid - owned - earned content for the campaign

Marriott's campaign #sayhitowif
Paid	Owned	Earned
·         Travel Agent Mag ·         Social Tables	·         Infinite Legroom ·         FCSI UK and Ireland	·         Robert Walker ·         Ali Zengin ·         Andrea Ma

Profile of one of the non-Marriott influencers

Julie Wright on Twitter Followers : 4 461

3. 'Instagram Hotel'

How many followers does an Influencer need to get a comp stay?

Instagram users with more than 10,000 followers are rewarded with a free night’s stay

How is the hotel using Instagram to create 'everday influencers’?

Each month the guest who has snapped the best Instagram picture during their visit also gets a free night’s accommodation.

Is the content created by Selfie Check In paid, owned or earned - why?

Earned –Somebody else talking about company

After a full day of Instagramming, guests can connect smartphones to in-room media hubs to review images on a 40-inch LED TV, before uploading their snaps via the hotel’s Wi-Fi

Crayon Hotel

The Crayon is a poetic, bucolic, artistic hotel which delights in unusual juxtapositions: furniture and objects from second-hand shops are reborn as works of art in everyday life in a blend of styles and genres...

The Crayon is a patchwork of ideas that takes the form of a rich, never-ending dialogue between subjects, materials and colours in each of the different 27 rooms.

You will find a few unusual guests in the hotel...at the end of a corridor, in the lift, or a bathroom... You will also find the soul of the city, or rather an artist's interpretation of Paris, a panorama along a corridor, a magnificent view over a bed-head; a monument or building, it is as if the city is breathing... An echo from the outside that reverberates in the heart of this unusual place.

This comfortable hotel has more of a guest-house atmosphere with its colourful pop art decor and designer style. The Crayon is a special sort of guest-house: the residence of a Parisian artist who invites you to enjoy a very colourful stay!

They have the four characteristics as Connection,Community, Creation and Curation  

• Connection thanks to the free wifi use. Laptop computer are even available for free.
• Community because members of Elegencia group they create a small brother hotel Crayon Rouge Hotel
• Creation: Le Crayon is a new version of the guesthouse, the home of a Parisian artist who welcomes you and invites you to spend a pleasant and colourful time
• Curation :they post photos and videos everywhere on their web site but also on the social media ( facebook twitter instagram)

The mobile website is a responsive design as when we connect  on our mobile we have the adapted image, It means that we do not have to zoom to get all the information. Furthermore we can make easy the reservation.

To be better they could create onlive video. It will be interact and they could also set a online chat for all reservations and questions points. It will create an interacttion between the consumers and the hotels 'staffs. 

 COLLEXIO

Generation C defintion

Generation C

In some cases, the differentiation between Generation C and Y may not matter, since so many Millennials are actually very tech-savvy and have been immersed in the Internet from a very early age. Many of them will therefore naturally fall into the Gen C category.

While the psychographic definition of Generation C may seem too broad to some, we need to think of it as a totally different approach to defining a group of people – one that does leave room to include people of all ages who are digitally-inclined. In this case, perhaps we need a better name for this group, as the word "generation" can cause confusion.

So Generation C is the people who create and publish material such as blogs, podcasts, videos, etc, on the internet