campaign new feature in accorhotels app · in partnership with linkedin, we will add a new...
TRANSCRIPT
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21/12/2016
CAMPAIGN NEW FEATURE IN ACCORHOTELS APP
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In partnership with LinkedIn, we will add a new exclusive feature to the app AccorHotels allowing our users to (re) contact their network worldwide.
This is an opportunity for visibility among Linkedin audiences >> increase awareness of AccorHotels on Linkedin with business travelers
and influencers
17/11/16 ACCORHOTELS | Titre de la présentation 2
CONTEXT
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| 17/11/16 ACCORHOTELS | Titre de la présentation 3
The functionality in the heart of the customer experience
Stay
Dream Select Book Prepare
Share Return
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1 THE FEATURE
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Once the hotel room booked, « networking in city » invites users to network in the destination concerned by connecting
to their LinkedIn in app
Identify and contact you first level relationships living in the city of destination.
They can share their future travel on their newsfeed with their LinkedIn contacts
“ I will be at Pullman St Pancras from 3 to 5 August.“
Identify relevant profiles of second and third degree to network in the destination
1
2
3
Business Check Powered By Linkedin
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Business Check Powered By Linkedin Feature presentation On mobile and tablet users having booked
a hotel can connect to their LinkedIn accounts without leaving the app
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Business Check Powered By Linkedin Feature presentation
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On tablet
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2 THE CAMPAIGN
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OBJECTIVES OF OUR COMMUNICATION CAMPAIGN
Encourage to discover the new exclusive feature available in the App Accorhotels
Levels : Factual – didactic - Emotionnal
Increase the usage frequency of the app Encourage the share on Linkedin Via the app
Accompany the positionning of Travel Companion of the app
AccorHotels Awareness among Business travelers and linkedin audience
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TARGETS
RETENTION ACQUISITION AccorHotels Clients
LCAH Members
Business & Frequent business travelers Influenceurs travel –
Marketing / Communication
Age : 30-45/50 years old
SCOPE COUNTRIES France – UK –Germany – Italy – Belgium,
Brazil, Australia + Netherlands, Indonesia
50% Women
50% Men
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Targets
More than 500 000 Active users of the app
+2 M App downloads
More than 250 000 subscribers Linkedin AH page
AccorHotels.com clients
Linkedin : International & Domestic Business Travelers
Influencers, Mkg/com
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CREATIVE CONCEPT – LOGO BASELINE
BASELINE : BOOST YOUR NETWORK WORLDWIDE
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OCTOBER 2016
NOVEMBER 2016
DECEMBER 2016
19th, October to 16th, January : Sponsored Content + InMails
20 October : Update Landing page
26 October : Flyer Talk
20 October : Zone UNE AccorLive
7 November to 30th, November Download the App
19 Octobre : Press release Media activation
Interstitial + What’s new + message by default
18 November Ecard AH.com
7 & 8 November Social Wall + Home screen
SoMe Facebook, Twitter (Ah.com, AH Group, LCAH)
28 December Bloc ecard mobile Clients AH
OUR 360° CAMPAIGN PLAN
Ah.com
Internal
RP & E-rep
In App
App Campaign
Emailing
SoMe
28 November Ecard bloc optionnel business Plus
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LINKEDIN CAMPAIGN 1-SPONSORED CONTENT CONTENT STRATEGY
From product content to wider useful, fun & snack content
From BusinessCheck post to wider BusinessTravelers Tips
Period : 19th, october to 19th, December
Languages : FR, ENG, DE, IT, PT BR
Content : 18 posts
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LOT 1 : 2 posts
Week October 17th
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LOT 1 – 1- Informative post
Boost business opportunity all over the world.
Paid & Organic October 19th, 2016
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LOT 1 – 2 - Business traveler tips #1
Because you’ve already forgotten it, bought another one, lost it, plugged and unplugged it a 1000 times , Dis cover our #1 B us ines s Traveler Tips . P .S . Another tip? B oos t your LinkedIn network with #B us ines s C heck ah.app.bus ines s check
Paid & Organic October 21th 2016
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LOT 2 : 1 post
Week October 24th
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Lot 2 – 1- Post Businesswoman meeting 38° Paid
October 26th, 2016
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LOT 3 : 2 posts
Week October 31th, 2016
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LOT 3 – 1- Informative post #2 Paid
November 2nd, 2016
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LOT 3 – 2 - Business meeting Paid
November 4th, 2016
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LOT 4 : 2 posts Week November 7th, 2016
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LOT 4 – 1 - Blow bry bar Paid
November 8th, 2016
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LOT 4 - 2 – Breakfast Paid & Organic
November 9th, 2016
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LOT 5 : 2 posts Week November 14th, 2016
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LOT 5 – 1 - Like Paid
November 16th, 2016
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LOT 5 – 2 - Informative post #3 Paid & Organic
November 18th, 2016
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LOT 6 : 2 posts Week November 21th, 2016
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LOT 6 – 1 - Hi Tech Paid
November 22th, 2016
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LOT 6 – 2 - Tally Paid & Organic
November 24th, 2016
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LOT 7 : 1 post Week November 21th, 2016
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LOT 7 – HOTEL Paid & Organic
December 1st, 2016
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LOT 8 : 2 posts Week December 1st, 2016
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LOT 8 – MARS Paid & Organic
December 6th, 2016
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LOT 8 – Profiles Paid & Organic
December 9th 2016
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LOT 8 : 2 posts Week November 28th
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https://we.tl/U709W9wjXm
POST 15 – Stop Motion suitcase
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https://we.tl/83bR25tbZG
POST 16 – Christmas sweater SNAPCHAT
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https://we.tl/83bR25tbZG
POST 16 – Christmas sweater FACEBOOK Paid & Organic
December 16th 2016
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https://we.tl/xyMojIwt9g
POST 16 – Christmas sweater FACEBOOK
CANVAS
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POST 16 – Christmas sweater TWITTER
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2- InMails (& banners) AB TESTING with 2 InMails
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Version a) Inmail + banner
Hello First Name, Y ou might have forgotten it, but your profess ional network needs to be looked after. S o what if you could make the most of your bus iness trips by meeting your LinkedIn connections? C lients or co-workers , your opposite numbers across the globe or even your old classmates… now is the time to renew those connections ! With B us iness C heck, you can boost your network, expand your circle of contacts and even take advantage of bus iness opportunities everywhere you travel. What is better than travelling to allow your career to take off? Discover how B us iness C heck works now, powered by LinkedIn exclus ively on the Accorhotels App. (UR L)
With Business Check, your network joins you on your travels
AccorHotels
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Version b) Inmail + banner
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3 - Landing page
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3 - Ecard ah.com
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Send 18th November, 2016 Target > International & domestic travelers with
preference for sport /golf / culture and mobile users Volume > 50 k
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3 - Bloc ecard Business Plus
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Send 25th November, 2016
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4 - Social Media
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Instagram @leclubaccorhotels 6th, December
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20th, November
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| 17/11/16 ACCORHOTELS | Titre de la présentation 58
✓ A press release sent worldwide « AccorHotels and LinkedIn create Business Check powered by LinkedIn, to boost business networks all over the world”
✓ Press targeted : business travel / marketing / BtoB
hotel and tourism / inflights press
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| 17/11/16 59
Boost your network worldwide: AccorHotels and LinkedIn create
Business Check powered by LinkedIn
COMMUNIQUE DE PRESSE FR DIFFUSION : 19th, October
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| 17/11/16 ACCORHOTELS | Titre de la présentation 60
3 VERY FIRST RESULTS
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| 17/11/16 ACCORHOTELS | Titre de la présentation 61
FEATURE BUSINESSCHECK
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1- Connexion to Linkedin Accounts 2- Share 3- Communicate with thirs contacts 4- Add new contacts
17/11/16 ACCORHOTELS | Titre de la présentation 62
FIRST RESULTS
06/09/2016 to 21/11/2016
Visits on the login page to your LinkedIn account* 12142 Login page visits*
12142 visits on login page* vs 2638 connexions* that is to say : 21,7 % 496 share* that is to say : 4 %
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| 17/11/16 ACCORHOTELS | Titre de la présentation 63
LINKEDIN – 2 first Posts – Fresh results
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CTR & ENGAGEMENT RATE ABOVE BENCHMARKS
17/11/16 ACCORHOTELS | Titre de la présentation 64
2 first Posts on Linkedin Very fresh Results
vs
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| 17/11/16 ACCORHOTELS | Titre de la présentation 65
PRESS FALLOUT
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TOTAL 18 PRESS FALLOUT IN 1 WEEK
11 ENGLISH SPEAKING WEB MEDIA
17/11/16 66
7 FRENCH SPEAKING WEB RELEASE
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| 17/11/16 67
FTNNews OCTOBER 19TH 2016 - LIEN VERS L’ARTICLE
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Travel Daily UK OCTOBER,19TH 2016 - LIEN VERS L’ARTICLE
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ITCM OCTOBER,19TH 2016 - LIEN VERS L’ARTICLE
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Hospitality Net OCTOBER 20TH 2016 - LIEN VERS L’ARTICLE
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Hotel Marketing OCTOBER 20TH 2016
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Lodging Magazine OCTOBER 20TH 2016 - LIEN VERS L’ARTICLE
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Mr Horecan OCTOBER 20TH 2016
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Skift OCTOBER 20TH 2016 - LIEN VERS L’ARTICLE
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eHotelier OCTOBER 21TH 2016 - LIEN VERS L’ARTICLE
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Business Traveller OCTOBRE 21TH 2016 - LIEN VERS L’ARTICLE
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Travel Daily News OCTOBER 26TH 2016 - LIEN VERS L’ARTICLE
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