2015 DIGITAL CAMPAIGN PROPOSALBY MAR AGENDAAbout CCE
Digital Marketing Environment Overview
Hotel Industry & Big Data
Consumer Insight
IHG 2015 Digital Communication Strategy
IHG 2015 Digital Campaign Social Idea
KPIs
Team StructureAbout CCEDigital DNA
Specialists from 360° marketing area
Strong capability in New Tech and R&D
Dedicated experts on database management
Massive hyper-energetic digital creative talents2014 金投赏 数据营销服务-数据管理营销-金奖 数字时代的CRM新变革，巴黎欧莱雅会员臻选日 CCE CASE STUDY2014 金投赏 数据营销服务-数据管理营销-金奖 数字时代的CRM新变革，巴黎欧莱雅会员臻选日 2014 金投赏
媒介服务-媒介整合服务-金奖 巴黎欧莱雅 Eye上这一笔的改变 CCE CASE STUDYDigital Marketing Environment Overview使用数字传播渠道来推广产品和服务的实践活动，从而以一种即时、相关、定制化和节省成本的方式与消费者进行沟通。数字营销的领域就涵盖了一整套元素，如：手机、短信、彩信、显示/横幅广告以及数字户外广告等。Digital
Marketing大数据营销依托多平台的大数据采集，以及大数据技术的分析与预测能力，能够使广告更加精准有效，给品牌企业带来更高的投资回报率。大数据营销的核心在于让网络广告在合适的时间，通过合适的载体，以合适的方式，投给合适的人。Big Data
Marketing* Definition Resource: Baidu BaikeThe Digital World Is Merging Towards The Big Data EraDate Source: Media & Baidu SEMBIG DATA MARKETING ROLE MODELIn less than 3 years, Mi - this pure digital world product as already expanded
from “Geeks” to a bigger and greater world.
From a brand new forum, to 30mil members and 200K daily posts hot community
From Zero to $10 billion market value.Data Mining
to
Accurate TargetingBe Friends with the consumers
and
Quick ReactionData Collection
to
Co-create brandTechnologyKEY WORDSPlatformsROITechnologyCOREConsumersDigital
MarketingBig Data
MarketingBuild Relationship
(Acquisition)Create Relevance
(Segmentation)Co-create Brand
(consumer insight)Enhance Experience
(Shopper Marketing)BIG DATA MARKETING IS HERE AND NOW!Hotel Industry & Big DataWHY DOES HOTEL INDUSTRY NEED BIG DATA MARKETINGHotel industry’s CRM objective
Enhance Experience
Improve LoyaltyDigital MKT Task
Personalized offer and service
Differentiated enjoymentConsumer Touchpoints Are Fragmented & ComplicatedconsumerTHE DIFFICULTIESconsumerConsumer Behavior Is Vague & Various THE DIFFICULTIESWHERE ARE WE AT IN THIS ERA?OWNED
PLATFORMSNSWECHATBAIDU BRANDZONETRAVEL BOOKING SITEAPPConsumer all touchpoint are perfectly covered.
Need big data to link all the platforms and work together.Competitors Key
FindingMarriottHyattHiltonTotal Spending : 90,980,000Total Spending : 82,070,000Total Spending : 13,880,000Media strategy overview：
-Marriott group in order to build the brand awareness via video among different video website，meanwhile focus on tourism hot period (May. to Jul./Spe. to Oct. )to promoting hotel benefit drive consumers to their official site booking , so ,their total cost higher than other brand.
-Hyatt focus on delivery the “ hotel service” message to consumer help their building brand likability which means they focus on portal & travel site.
-Hilton focus on “winter holiday ”(During Jan. to Mar.) promoting booking discount activity, It is the Moment of truth to communication with consumer
Media Mix :
-Portal、Video and Travel site should be the core media platform since the consumer there shows more
intension to receive the information of the brand.Data Source : iAdTracker : Jan.~Dec.2014COMPETITOR REVIEWCASE STUDY Marriott x 2nd Stay CampaignJoin Marriott Rewards to be a new memberComplete 2 stays in two hotels belonged to Marriott Group during the campaignEarn 1 free night in any hotels belonged to Marriott Group on global scale1 2 3 1 Campaign 3 Benefits
Recruit new members
Push 2nd stay in 120 days
Global scale campaign makes value-added serviceCASE STUDY Special Campaign
Marriott x Qunar x Tailored Taxi ServiceSTEP1
Register as a new member of MarriottSTEP2
Book 2 nights in Marriott by official site, APP or official wechatSTEP3
Use official wechat to submit membership infoSTEP4
Get coupon by SNS after check-in
and make an appointment for Qunar tailored taxi service WHOTA InsightsWHYReason BehindHOWWHATCommunication
StrategyCampaign IdeasObjective : Promote 2nd StayW
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THotel Consumer OverviewMOBILE has exceed PC, becoming the most
popular platform to book hotel
over 50% book happened on mobile platform in
2014, 6 times of 2013Online payment has became more and
more people’s choice while pay at
reception was on its way to ‘being out’
credit card is the main way for online payment,
while ratio of alipay, debit card and wechat
pay increased stably Post 80s and 90s generation have became
the biggest part of traveller
over 90% of hotel consumers are consist of post
80s and 90s generationMale consumer is more important than female
the percentage of male consumer is far more than female,
and HIS overall consumption level is higher than HERSData Source: eLong，Report of travel and hotel consumption in 2014(2014年消费者旅游及住宿分析报告)W
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WTA Segmentation based on NeedsBusiness Trip
Travel frequently, miss family during traveling
Standard room is the type that has been chosen the most frequently
To business traveller, saving time is always important to them, efficient process from booking to checking out is good to improve their experience
Service to ensure a better working environment is a good plus, e.g. wifi service, print servicePersonal Trip
Travel seasonally and usually travel with friends or family
Group travelers prefer to travel during long holiday while single and couple prefer to avoid peak season
Group traveler prefer standard room or triple room while couple prefer king roomLocal stay
Live in hotel occasionally and usually for one night stay
Usually stay to enjoy lovers’ time or party
Generally happen in special time, e.g. festival, wedding
They are willing to try new things, showing preference to special king room, e.g. tatami, round bed, etc.Data Source: eLong，Report of travel and hotel consumption in 2014(2014年消费者旅游及住宿分析报告) & online resourceW
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WWhy business traveller choose a certain hotelData Source: TravelDaily, what are the factors that influence business traveler’s decision on hotel & eLong，Report of travel and hotel consumption in 2014(2014年消费者旅游及住宿分析报告)According to the important level, business traveler rank the factors as below:
Comment(negative & positive)→Brand→Overall Rating→Price→Comment angel(descriptive or emotional)
Business traveler consider nearly all factors comprehensively and do not rely on any certain ‘dominated factor’Comment is important
—business traveler want to know the experience, negative comment decreases intention largely and they prefer descriptive comment Brand is important
—business traveler is influenced by loyalty plan and prefer to live in familiar brand, they will accept ‘ok’ hotel for creditLow Price works to some extent
—although they are not quite sensitive to price, offering with lowest price still attracts their attentionW
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WWhy casual traveler(personal trip & local stay) choose a certain hotelData Source: TravelDaily, what are the factors that influence consumer’s decision on hotel & eLong，Report of travel and hotel consumption in 2014(2014年消费者旅游及住宿分析报告)According to the important level, casual traveler rank the factors as below:
Comment(negative & positive)→Price→Overall Rating→Ranking on TripAdvisor→Brand
Casual traveler consider less comprehensively that business traveler does, and comment and price are the two most important factors while the other three factors have a little impact on their decisionComment is important
—negative comment is the dominated factor to casual traveler’s decision, being able to eliminate the hotel from their listPrice is important
—economical hotel is the first choice to 59% of traveller
—with similar comment, consumer generally prefer choice with lower priceW
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WWhy TA do not come backData Source: online resourceFacility does not meet consumer’s expectation, e.g. too old, too small， not well cleaned up, location etc.Reception is not quite efficient, especially the process of check in and check out, keeping consumer waiting for too long timeQUALITY OF SERVER is not consistently good, bad reaction to request or bad attitude causes unpleasant experience Cooperation with OTA is not well established, causing the low efficiency of booking and misunderstanding between consumer and hotelParking service is not well managed and chargeable, causing impression of low value for moneyMembership benefit is intangible, undifferentiated and hard to win, they prefer something tangible and approachable, e.g. free business center, free night, credit for free breakfast, etc.W
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TConsumer Insight RecapMobile platform has became more and more important
Post 80s and 90s generation are the biggest part of traveler
Male consumer overall contributes more to hotel industry than female
Comment is the most important factor to business traveler, followed by brand, but there is no dominated factor
Comment is the most important and dominated factor to casual traveler, followed by price
Reasons for not coming back is varied, fragmented and mainly on service & experience, which relies on personal needs largelyW
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WIHG 2015 Digital Communication StrategyW
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TSocial ECRM
Target the Right People with the Right LanguageIHG 2015 Digital Communication StrategyForm ECRM big database to aim on certain member groups
Give up mass social awareness and go for targeted social efficiency品牌所有的平台整合千人千面的沟通策略数据汇总至统一数据库对接平台提升服务联系方式/ 用户档案/点击浏览行为
内容偏好/登录id/社交平台id/cookies 底层大数据库(DMP)消费者细分消费者细分分组First Step - IHG Greater China Owned Big Data PoolW
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WSecond Step - Turn All Existing Members into ECRM center+W
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WSecond Step - Turn All Existing Members into ECRM center+W
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TIHG 优悦会Wechat E-MemberThird Step - Existing Member Segmentation based on
membership status Inactive MembersZombie MembersNew Future MembersIHG Social Ambassador ECRM & Social Approach ECRM & Social Approach & Awareness W
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W Awareness W
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TThird Step - Existing Member Segmentation based on
membership status Loyal MemberInactive MembersZombie MembersNew Future MembersIHG Social Ambassador ECRM & Social Approach ECRM & Social Approach & Awareness W
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W Awareness W
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TThird Step - 2nd Stay Segments Big Data FlowW
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WInactive Member infoZombie Member infoIHG DMPFunnel InMappingTag TA SegmentationAge/Gender/Marital Status
online browse habits/most visit sitesGroup A - travelTargeted social
contentGroup B - partyGroup C - honey moonGroup D - Business tripWechatProgrammatic Buy AdsW
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TGroup E,F,G…W
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WWhat’s The DifferenceMemberNon-MemberPure ServiceElectronic MembershipLoyal MemberNon-MemberSame offer for allPersonalized offerW
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T您好！陈小姐！优管家已即受到您的请求。9月30日前微信成功预定海南、成都、云南等五城酒店，即可享受八折优惠，更多活动信息请咨询在线客服。Inactive & ZombieW
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WIHG 2015 Digital Campaign IdeaW
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T洲际优悦试睡员
赚享你的尊崇礼遇Target All E-Members,focus on 2nd Stay, recruit new membersW
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WIHG 2015 Digital Campaign Flow全民“赞”领
越多点赞·悦享免费房晚城“际”票选
下一站洲际惠享地“友”你更好眠
携友同住礼赞升级JULAUGSEPOCTJUNAPRMAYW
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OfferSocial
OfferSocial
OfferSocial
OfferSocial
OfferW
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WIHG 2015 Digital Campaign IdeaFirst Stage：DMP SetupEmail / SMS / App / Wechat
Reception area / Room cardBecome the
electronic members JULAUGSEPOCTJUNAPRMAYW
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T(Data collection & mapping) SOS%: 0W
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WIHG 2015 Digital Campaign IdeaSecond Stage: 全民“赞”领，悦多点赞·悦享免费房晚Push to all
E - members Share the campaign information and get the “赞“ from friends Top 10 赞 Get a free night
Participated members get 20% off for one night
New recruited members get 10% off for one nightJULAUGSEPOCTJUNAPRMAYW
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TSOS%: 15%W
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WIHG 2015 Digital Campaign IdeaThird Stage：城“际”票选，下一站洲际惠享地members voting the
favorite brand When votes reach to default numberUnlock booking channel for 2 hours
Book and pay via wechat get 35% offJULAUGSEPOCTJUNAPRMAYW
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TSOS%: 15%W
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WIHG 2015 Digital Campaign IdeaForth Stage：“友”你更好眠，携友同住礼赞升级Social gimmick
Virgo special offerJULAUGSEPOCTJUNAPRMAYRecruit your friend into electronic member2 members booking, 2nd one get 50% offW
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TSOS%: 60%W
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WIHG 2015 Digital Campaign IdeaWechat advertising case studyBMW
越是期待已久，悦是如期而至。OPPO
至美一拍，纪录看得见的幸福。Nike Women
美丽与勇敢，霸气与优雅，我们一起较劲、尽兴，一起让运动变成美。这是我们对你的邀请。Cocacola
团圆年味，就要可口可乐。Dior迪奥
So Miss, So Dior凯迪拉克
第一次，与独具风范的你，在这里相遇。vivo智能手机
乐享极智，向音乐致敬。与你一起，认真对待每一段音乐。长安福特福瑞斯
走过好多地方，依然好不过回家。W
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WIHG 2015 Digital Campaign IdeaWechat advertising main ending actionsNike Women
加微信账号Dior
60s TVCOPPO
参与抽奖W
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TIHG 微信广告 DemoIHG Wechat advertisingIHG Wechat advertising Landing Page Campaign landing page demoOnly for referenceSTEP 1
授权地理位置STEP 2
根据定位，地图上显示出相应城市STEP 3
点击任意地图标示，进入当地详情页地图上标示可
点击查阅详情旅游达人推荐W
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TSocial KOL Plan TravelPhotographyHotel
ConnoisseurFashion/LuxuryPremium SportsVarious category KOLs support social content at same time to cover different audiences.THEY HAVE ONE NAME : IHG 城际试睡员Social KOL Resources Plan These KOLs who at Weibo and Wechat 谢谢和菜菜为爱走天涯
Follower 803,641
七大洲旅行，环球自拍婚纱。出版《青春之后认输之前》摄影师童梦
Follower 937,207
时尚摄影师及视觉艺术家去哪儿网酒店控
Follower 1,522,941
甄选好酒店，去哪儿网试睡员帮你推荐最靠谱儿的酒店！奢华派
Follower 1,362,462
聚落奢侈品牌信息，每日给你最新最全的时尚潮流趋势高尔夫大师
Follower 29,519
《高尔夫大师》杂志官方微博Weibo Wechat 一起去旅行微摄影去哪儿网酒店控我为奢侈狂高尔夫大师TravelPhotographyHotel
ConnoisseurFashion/LuxuryPremium SportsHOTTEST KOL SUPPORT 顾爷 — 平面设计师，艺术爱好者，网络大红人。微信粉丝71万。New Balance英国旅游局阿里去啊ChaumetW
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TIHG 2015 Digital Campaign IdeaW
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TIHG 2015 Digital Campaign IdeaUse 顾爷 to sustain the social heat那些年，那些人睡过的地方W
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WSocial
OfferSocial
OfferSocial
OfferSocial
OfferSocial
OfferW
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TIHG 2015 Digital Campaign Targeting OfferSOS%: 10%W
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WSocial
OfferSocial
OfferSocial
OfferSocial
OfferSocial
OfferIHG 2015 Digital Campaign Targeting OfferElectronic MemberTo promote 2nd stay
入住免费升房InactiveZombieUp grateW
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OfferSocial
OfferElectronic Member生日当天入住酒店
享8折优惠ZombieInactiveIHG 2015 Digital Campaign Targeting OfferSocial
OfferSocial
OfferSocial
OfferBirthdayW
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OfferWedding preferentialElectronic Member预订婚房，享8折优惠
同时预定蜜月新房，送香槟Social
OfferWedding
HoneymoonIHG 2015 Digital Campaign Targeting OfferSocial
OfferSocial
OfferSocial
OfferW
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WWedding
preferentialSocial
OfferSocial
OfferSocial
OfferBirthday preferentialThe credit card cooperationElectronic Member指定信用卡绑定微信支付
积分双倍IHG 2015 Digital Campaign Targeting OfferSocial
OfferSocial
OfferTravelPartyW
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OfferElectronic Member微信预订酒店成功提交会员信息
提供专车机场接机服务Pick up serviceWedding
preferentialSocial
OfferBirthday preferentialSocial
OfferSocial
OfferSocial
OfferBusiness
TripIHG 2015 Digital Campaign Targeting OfferW
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TIHG 2015 Digital Campaign RoadmapAPRMAYJULJUNSEPAUGOCTElectronic Members全民“赞”领
越多点赞·悦享免费房晚城“际”票选
下一站洲际惠享地“友”你更好眠
携友同住礼赞升级DMP SetupWechat & H5 Engagementtraditional members
to E-membersWechat ads/顾爷/H5 EngagementBasic Segmentation Complete*Segmentation only for ref, depends on data analysisGroup All : Inactive & Zombie MembersGroup A: Wedding & HoneymoonGroup C : PartyGroup D : Business TripGroup B : TravelKPIsIHG DMP DATA SCALE
#OF WECHAT E-MEMBER NUMBER
% OF 2ND STAY LIFTUP
SOCIAL BUZZ & SEARCH INDEX
# OF PARTICIPANTSTeam StructureTHANK YOU !上海市长宁区凯旋路1010号F幢
Block F, No.1010, Kaixuan Road, Changning District, 200052,Shanghai.
Tel: +8621-51088635
http://www.ccegroup.cn
