Club Med & Social Media

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    Club Med Belux Social Media Campaign-

    Ine @ Chamonix

    22 April IAB NetCaf

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    Impact of Social Media on world wide travel industry

    Travel: most developed e-commerce sector and most impacted by Word ofMouth

    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 takingpart 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 travelreservation

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    Some Trends

    66% of travellers feel that User-Generated Content* is more trustworthy thanthe information on professional sites

    Impact of USG on the decision making process and on the purchasing ofholidays

    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.)

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    In Belgium, its 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

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    So we decided to make a first try on Social Media

    Objectives:

    Establish a first dialogue with Belgian bloggers

    Communicate Club Med USPs & values amongst surfers thanks to real & neutralblogging experiences

    Respecting our marketing objectives:

    Position Club Med as an innovative & modern brand

    Preinforce Club Meds online visibility

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    Ine@Chamonix

    Social Media action relayed on influential Belgian blogs

    Concept:

    A blogger sended to Club Med Chamonix in order to give a live impartielfeedback on her stay

    She tested everything possible (Ski, Spa, Restaurant, ) during 3 days

    Means: Blog + Interactive banner (Twitter + Flickr)

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    On Ines blog (www.monuments.nu)

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    On Ines blog (www.monuments.nu)

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    Relayed on belgian blogs via an interactive banner

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    Relayed on belgian blogs via an interactive banner

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    Bannering Results: Sunday 6th April Wednesday 9thApril

    59 102 Impressions

    277 clicks

    0.47% CTR

    17 629 contacts

    3.4 impressions / contact

    1.57 clicks / contact

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    We had some additionnal surprises when blogs relayedthe action in Belgium

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    And even in other countries

    France Brasil

    Canada

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    Cherry on the cake : Important national press

    Le Soir 9th

    April

    De Morgen 11th April

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