FINAL EXAM ONLINE

Student: Ida BAILLOT Course Instructor: E.Craig

MBA 2B(2014-2015)

CUSTOMER DECISION JOURNEY

CADBURY BRAND DIGITAL UNIVERS MAP FB = 1 PRODUCT = 1 PAGE

-> Publish own content-> Focus on key element-> Interact with fans-> Share orginal content -> Twitter campaign increased

'positive' brand mentions on the social network by 1800%.

5 BOARDS

116 IMAGES

Twitter campaign increased ‘positive' brand mentions on the social network by 1800%

Cadbury has been added to more than 500,000 G+ circles, making it the most popular consumer brand on the social network.

BUSINESS OBJECTIVES

-> Make the BEST POSSIBLE impression at each moment customers experience brand across their journey to an ultimate purchase

-> Create strong and customers relationship with customer and make an emotional connection

-> Increase sales and brand awarness among fans and customers

ANALYSIS OF TOUCHPOINTS

GOOGLE +

-> Create Hangout to interact with customers in an original way-> Establish personnal and direct relationship with fans and customers -> Reach a large public of Internet users

FACEBOOK

-> Share fresh content ranging from straightforward product promotions to recipe ideas. -> Engage customers and fans as well as their friends and reward loyalty (The winner receives a trip to the Cadbury factory) -> Organize promotional campaign to reach millions of ‘likes’.

PINTESREST

-> Created five boards and pinned a grand total of 116 images. -> Post a range of images showing recipe ideas that use Cadbury products. -> Encourage customers to share their own photos

TWITTER

->Interact with customers answering mentions -> Provide a link to the customer service contact information

YOUTUBE

-> Post high quality video content to showcase the brand-> Encourage customers to post their owns videos

DIGITAL STRATEGY

INDEPENDANT HOTEL

WEBSITE OF THE HOTEL-> Offer attractive content and beautiful presentation-> Sell the Best Rate Guarantee and offer competitive packages a-> Gather all information usefull (hotels description, services provided, localisation, hotel contact, photo, link to social media)

GOOGLE + -> Organise hangouts to create face-to-face converstion with customer-> Find original theme to be discuss with hotels’s fans

FACEBOOK-> Share fresh content of what is happening in the hotel and communicate on promotions-> Encourage the storytelling-> Reach friends of the fans within the Facebook community

PINTESREST-> Show photo gallery of the hotel-> Engage customer to share their own photo

TWITTER->Share original content to create conversation-> Encourage customer to post tweets while they are staying in the hotel and reward them in consequence

YOUTUBE-> Share high quality video to increase your brand attractiveness-> Communicate about special events

ADDITIONAL MOBILE STEP

-> Develop mobile platform at property level to assist customers and increase face to face interaction

-> Use innovation to increase speed of service (“check in “at any specific area of the hotel, check out, paying system)

->Social media can be used to tract where customer are in the building to anticipate guest assistance

-> Create mobile game

-> Make loyalty program available from smartphone

-> Simplify direct communication with various tools such as "Online chat" ,"Have us call you"

THANK YOU