Club Med & Social Media
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22 April IAB NetCafé
Club Med Belux Social Media Campaign Ine @ Chamonix
Impact of Social Media on world wide travel industry Travel:
most developed e-commerce sector and most impacted by Word of
Mouth
Trip advisor = 20M unique visitors /month Nielsen study in 2007 shows : 4 out of 10 travellers are reading blogs, are sharing pictures and/or are taking part in virtual visits to learn about their destinations
1 out of 4 answer or post comments on social networks 2/3 are watching movies or listening to podcasts before making a travel reservation
Page 2
| Club Med Belux | IAB Netcafé
Some Trends 66% of travellers feel that User-Generated Content*
is more trustworthy than
the information on professional sites
Impact of
USG on the decision making process and on the purchasing of
holidays
24% of travellers change opinions after having consulted UGC 51% use UGC to fine-tune their selection 23% use USG so as to confirm their holiday choice 15% use USG to pick their final destination
User-Generated Content* represents a
yearly spending of 10 billion dollars,
amongst which are online reservations
* = sites the contents of which has been created entirely by consumers (text, audio, video, etc.) Page 3
| Club Med Belux | IAB Netcafé
In Belgium, it’s just the beginning Internet has become THE forst information source when preparing a holiday: 80% of clients consult Internet when preparing their holidays
… but only official informations at the moment
Page 4
| Club Med Belux | IAB Netcafé
So we decided to make a first try on Social Media Objectives: Establish a first dialogue with Belgian bloggers Communicate Club Med USP’s & values amongst surfers thanks to real & neutral blogging experiences
Respecting our marketing objectives: Position Club Med as an innovative & modern brand Preinforce Club Med’s online visibility
Page 5
| Club Med Belux | IAB Netcafé
Ine@Chamonix Social Media action relayed on influential Belgian blogs Concept: A blogger sended to Club Med Chamonix in order to give a live impartiel feedback on her stay
She tested everything possible (Ski, Spa, Restaurant, …) during 3 days
Means: Blog + Interactive banner (Twitter + Flickr)
Page 6
| Club Med Belux | IAB Netcafé
On Ine’s blog (www.monuments.nu)
Page 7
| Club Med Belux | IAB Netcafé
On Ine’s blog (www.monuments.nu)
Page 8
| Club Med Belux | IAB Netcafé
Relayed on belgian blogs via an interactive banner
Page 9
| Club Med Belux | IAB Netcafé
Relayed on belgian blogs via an interactive banner
Page 10
| Club Med Belux | IAB Netcafé
Bannering Results: Sunday 6th April – Wednesday 9th April 59 102 Impressions 277 clicks 0.47% CTR 17 629 contacts 3.4 impressions / contact 1.57 clicks / contact Page 11
| Club Med Belux | IAB Netcafé
We had some additionnal surprises when blogs relayed the action in Belgium
Page 12
| Club Med Belux | IAB Netcafé
And even in other countries Brasil
France
Canada
Page 13
| Club Med Belux | IAB Netcafé
Cherry on the cake : Important national press
Le Soir 9th April Page 14
| Club Med Belux | IAB Netcafé
De Morgen 11th April
Page 15
| Club Med Belux | IAB Netcafé
Club Med Belux Social Media Campaign Ine @ Chamonix
Impact of Social Media on world wide travel industry Travel:
most developed e-commerce sector and most impacted by Word of
Mouth
Trip advisor = 20M unique visitors /month Nielsen study in 2007 shows : 4 out of 10 travellers are reading blogs, are sharing pictures and/or are taking part in virtual visits to learn about their destinations
1 out of 4 answer or post comments on social networks 2/3 are watching movies or listening to podcasts before making a travel reservation
Page 2
| Club Med Belux | IAB Netcafé
Some Trends 66% of travellers feel that User-Generated Content*
is more trustworthy than
the information on professional sites
Impact of
USG on the decision making process and on the purchasing of
holidays
24% of travellers change opinions after having consulted UGC 51% use UGC to fine-tune their selection 23% use USG so as to confirm their holiday choice 15% use USG to pick their final destination
User-Generated Content* represents a
yearly spending of 10 billion dollars,
amongst which are online reservations
* = sites the contents of which has been created entirely by consumers (text, audio, video, etc.) Page 3
| Club Med Belux | IAB Netcafé
In Belgium, it’s just the beginning Internet has become THE forst information source when preparing a holiday: 80% of clients consult Internet when preparing their holidays
… but only official informations at the moment
Page 4
| Club Med Belux | IAB Netcafé
So we decided to make a first try on Social Media Objectives: Establish a first dialogue with Belgian bloggers Communicate Club Med USP’s & values amongst surfers thanks to real & neutral blogging experiences
Respecting our marketing objectives: Position Club Med as an innovative & modern brand Preinforce Club Med’s online visibility
Page 5
| Club Med Belux | IAB Netcafé
Ine@Chamonix Social Media action relayed on influential Belgian blogs Concept: A blogger sended to Club Med Chamonix in order to give a live impartiel feedback on her stay
She tested everything possible (Ski, Spa, Restaurant, …) during 3 days
Means: Blog + Interactive banner (Twitter + Flickr)
Page 6
| Club Med Belux | IAB Netcafé
On Ine’s blog (www.monuments.nu)
Page 7
| Club Med Belux | IAB Netcafé
On Ine’s blog (www.monuments.nu)
Page 8
| Club Med Belux | IAB Netcafé
Relayed on belgian blogs via an interactive banner
Page 9
| Club Med Belux | IAB Netcafé
Relayed on belgian blogs via an interactive banner
Page 10
| Club Med Belux | IAB Netcafé
Bannering Results: Sunday 6th April – Wednesday 9th April 59 102 Impressions 277 clicks 0.47% CTR 17 629 contacts 3.4 impressions / contact 1.57 clicks / contact Page 11
| Club Med Belux | IAB Netcafé
We had some additionnal surprises when blogs relayed the action in Belgium
Page 12
| Club Med Belux | IAB Netcafé
And even in other countries Brasil
France
Canada
Page 13
| Club Med Belux | IAB Netcafé
Cherry on the cake : Important national press
Le Soir 9th April Page 14
| Club Med Belux | IAB Netcafé
De Morgen 11th April
Page 15
| Club Med Belux | IAB Netcafé
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