The importance of video marketing

If you are not a millenial you have never imagined that being influencer actually can existe and earn you money. Well it is the thruth and it is not even the future this is our present. Nowadays we are dependant on technology and internet. We get so used to it that is hard to perceive an hour or two without your phone or computer.
Americans devote more than 10 hours daily to screen time, and growing. French are as well very much on the hook as well. Accordingly to an article dedicated to Days without using smartphones, on average a French person consult their smarphone 26.6 times a day, your the younger people between 18 and 25 years old, it is more than 50.

Therefore, businesses must adapt to the new customer's behaviour. Video marketing is the new trend that is impacting customer's perceiption of a product so much more than a simple article or an ad on a post. We have more and more people becoming an influencer. The first was having an YouTube (YT) channel, afterwards we so coming the livestreams and then Instagram accounts and stories. But before giving examples let's first check what Video Marketing (VM) is and how is it important.

This YT video is giving us the clear key points :
- text is boring and can discourage a potential customer in looking further into your company and products.
- videos is being processed by the brain 60 000 times
- attraction of a customer
- conversion of those that have been attracted into money
- customer is 39% more likely to share a business if it has a video

What are you still waiting for? Not convinced yet ? Well below we'll have different examples to show you how VM is impacting people and how popular it is. Do not think you would be the only one using VM as promotion - you might be the only one still NOT using it.

Let's have a look at the website of the magnificent palace at Courchevel, Les Airelles. On the home page we can look at a two minute video that gives us a look into this magical place - starting from the outside, then transfering to the reception, the rooms, the SPA and the restaurant, sharing with us the beautiful view and outdoor activities. The video is captivating, not boring and gives you a taste from what you can experience if you book at Les Airelles. The hotel is present on social media as well and breaks the barriers we once had between the luxurious establishments and people who weren't from the elite.
On their Instagram account they share content of good quality giving us even more an inside look of the domain. They publish regularly instagram stories with lastest news and events.

Elie Saab Catwalk

FENDI Catwalk

Women's day celebration

They have a Facebook page  with even more photos and even contests and a Twitter account as well.

The content shared by this luxurious ski domain is high quality and very professional. 

There are more and more business that use Video Marketing to attract customers. The hospitality industry can give a more easy and more social touch thanks to the VM promotion. But different industry are using it as well. As fore exemple, the Comité du Tourism des Iles de Guadeloupe - Les Iles de Guadeloupe. They have an interesting and animated website with a home page saying "Une image vaut mille mots" (An image counts for thousand words), and it is true, so they work for promoting Guadeloupe by sharing more visual content via their Instagram account. 

Instagram photos of Les iles de la Guadeloupe

Instagram story from la Guadeloupe

And beyond sharing just videos and photos we have the Influencers. The new wave of young people who are talking about life and sharing their expectations, observations and experience. For businesses it is interesting to work with influencer but they must find the right person from so many on the internet. Below an interesting YT video explaining the Influencer Marketing and how it works and interesting trust stats about consumer behaviour. Do not forget that Influencer Marketing might be more powerful than a normal advertising and it does need time and investment to reach the target you are looking to obtain. 

We saw the era of different gurus on YouTube that started just talking about product but those who managed to stay on track and offer quality videos and content are now working with different brands such as : 

• Beauty bloggers and instagramers  : Patricia Bright, Dina Torkia, Fleur de Force
• Travel bloggers and instagramers : Louis Cole, Rayawashere 

We can see marked at the title of their photos that they it is a paid partnership. 

And finally VM is a great way to promote events as well -  Here an example of Color Run teaser video. In less than 2 min you undestand what the evdent is about and you can see who can participate in it as well.

Digital era has already begun - be a part of it and do not stay behind! You can benefit your business and raise profits, it does have its inconveniences such as spreading bad information quickly but the advantages are even more important such as reaching more customers having a less approchable  marketing campaigns thanks to influencers and having more impact by quick and easy to perceive and understant content that pleases the the customers of the new era. 

The state of Video Marketing article is to be read if you still haven't been convince to use video as promotion.

The world is in your hand - do not let it slip away and enjoy the journey! 

Digitaly yours,

RRcmh  

A typical partnership

Created using Visme. Free Online Presentation Software.

Have you ever imagined a hotel collaborating and hosting local farmers. Well Farm n' Go is here to support local farmers by collaborating with hotels in order to promote them better. All the stakeholders will be benefiting from this project. Local farmers will sell more of their produce and get popularity. Hoteliers will benefits from Farm n' Go being socialy and environmentaly responsible. If the government decides to collaborate as well this project could spread all around France and hopefully Europe so a new Label could be invented and given to those hotels participating in the Farm n' Go project. Hotel on their side will receive rent revenue from the farmers participating in the Farm Conventions. Enjoy ! And hope to see you soon.

Virtual Reality and Augmented Reality in Hospitality Business

 Want to travel around around the world and check the best hotels and resorts without even putting your foot out of your living room ? Well there you have the answer - Augmented Reality is here to let you discover any part of the planet. Virtual Reality on the other side offers you more that world you already know, immerses you to something that doesn't exist in reality and is offering experience beyond thrilling.  Thanks to this amazing technology customer experience is taken to another level. Augmented Reality (AR) is blending the real world with virtual interaction allowing the customers to have a look in the area/hotel where they want to stay. This way they can experience their future vacation and ensure themselves that is the right place for holidays. Because let's face it how many vacation time you have during the year. If you are lucky, like French are, you'll have 5 weeks of paid off holidays, so maybe in their case this may not be a life saver, but you know how picky they are. So below you'll see a French restaurant that uses AR to entertain their guests using 3D project.

 

 Are you already convinced you'll have a great dining experience? Me for sure !

Virtual Reality (VR) is all about creating a new world that the customers will interact with. In this case it is difficult to tell what is real and what is part of the imaginary world. This may create an unique experience for customers something that they may find only in this exacte place. VR and AR are both similar in their design and will to immerse the guests. However, there are some differenes. VR reality offers the user the possibility to get in touch with a new imaginaty world and AR immerses the person but keeps them in touch with the real life. That is why VR is widely used in video games business and social networking. An advantage and an inconveniece is the isolation of the user from the real world. This is the future guys and it is knocking hard on our life's door. As presented in the videos hospitality can benefits a lot. This is a way to make discover and re-discover to many more customers potential guests your location. In my opinion a lot of business can benefit from it. I am big supporter of sustainable projects such as Planeterra. And with Virtual Reality and Augmented Reality we could show people what their impact is doing to the planet, project ourselves in the future, future that is not so far away. No matter the tool, we need to take advantage of what we have in our hands and put it to the best of use. Take control and make a change! It is a pleasure to share my opinion with you!

Session 2 Emazing experience with Cultural Tips app

Get ready to discover more and more thanks to the by the Monkey Teams ;) https://www.emaze.com/@AOLLFCCRQ/cultural-tips

Social media strategy map for Cat Coffee in Paris

Bonjour, 

Have you heard about the Cat Coffee in Paris. No? It is normal, they don't have a good communcation and social media strategy. Therefore, here is a social media strategy map that can help promote better the coffee shop. 

To start we need a plan first. Our strategy consists of six actions, first a plan. We need more social media presence in order to interact with potential and already existing clients. 

Step 2 is to create a content. We are using simple content such as video and pictures of the cats and clients interacting with them as well products offered such as beverages hot and cold, pastries etc. More information and contect is created by press-releases, different presentations. This content must be interestting, catchy and colorful. 

Step 3 is publishing the content. As it is a small organization for the moment therefore no social media planning calender is needed. In order publish the content we will use flickr for high quality photos and for the videos, the most popular platform - YouTube. As it is a restaurant type organization, we will use YELP as well, first to create our profile and let out customers interact with us, we will be needing to post photos. 

For Step 4 the promotion part, we need many more social media sites such as facebook (they already have facebook page), twitter account, instagram google plus and of course YELP. To make the cat coffee popular we will be using #catcoffeelovers. With regular posts on different social media profiles we'll be posting promocodes in order to attrack a clientele on similar of happy hours, when there aren't so many people visiting. As you can adopt the cats of this coffee shop, we will publish hashtags such as SPA and Adopt 

It is important to understand all the data so for this reason we'll be using two tools : Google Analytics and HeapAnalitycs. As we receive this vital information on through the analytics, we will use it to re-establish a new plan to interact better with the public. 

Importance of Social Media in the Hospitality industry

We all know that social media is a big hit right now and it is taking more and more important place in brand and marketing strategy.

Conversation prism 

Meet the very colorfull converstion prism that lists all the social media site that exists and classify them by different categories. What is more important to see is that in the center, the eye of the hurricane, we have the brand and the more we go towards the outer sides of the eye we have the different strategies, approaches to reach the brand's target. Once the latter defined we have the a list if different social media sites that can be used in order to interact with the target. As we can see on the prism there are multiple ways to intereact with a hotel's guest, we need to define what exactly we need to communicate to the client in order to decide on the social media profile.

In order to better understand how well social media and strategy marry together we'll analyze the following article showing the  Complicated relationship between social media and hotel's revenue strategy. According to the article and Jason Lee, Senior Director of online product and technology for Travel Media Group, social media is as effective in the begging in the customer journey as in the middle. 45% of travellers encounter social media in the very begging of their booking journey and another 45 % get to know the social media profile of the hotel in the middle of their journey for example during the pre-stay. Only 11% of travellers engage on social media on the end of their journey meaning post-stay. Most of the times people go post-stay on social media profiles to share their experience and unfortunately a customer tends to share a bad experience more often than a good one.
We'll have a practical look using Planeterra foundation mobile site. They have the first place on Google Search list. On their mobile website we have easy an easy scroll down option and at the end of the welcome page we have the social media profiles the organization has. One clic on the profile we are interested and we are being redirected to the social media page. Planeterra is present on the major social media sucha as Facebook, Instagram, Twitter, LinkedIn and YouTube.
On-the-go mobile users experience should be very interactive and easy to see. A suggestion for Planeterra is to put the social media icons on the begging, the top of their site in order to see them easily because an user can simply close the site when they are not able to find on-the-go.

Google Ranking

Welcome page

Facebook page 

Twitter 

YouTube

LinkedIn

RWD site VS Mobile dedicated site

Both RDW site and Mobile dedicated site are websites that offer contents at its best for the viewers. However, the first on is one website created the can "shrink" the pages, the titles and the content in order to be seen on different divices such as smarthphone, tablet or computer. The second one has two different versions ; one for big screens, computers, and a second separate one, for small screens, such as smartphones and tablets.

Three main differences between the two of them : 

- two different websites: The mobile dedicated site is specifically created for small screens 

- Mobile dedicated site, as it has a subsidiary site for small screens can have better visibility than RWD as the first one may use more code words and it is more beneficial for SEO 

- Design : the RWD needs a simple design that may be transformed easily from one device to another. The Mobile dedicated site offers more freedome.
- The Experience: RWD, as it is not specifically created for small screens may not be as functional as the Mobile dedicated one.

The article Great Mobile Websites for Hotels describes the importance of mobile versions of hotel's websites. In today's world more and more users use their smartphones to only get information but also contact and book a hotel.
Google has created a ranking signal for mobile versions of websites meaning a website that does not have a mobile version has lower ranking that the others. This may conclude to less booking or people contacting a particular hotel. If the user can't find in the beggining of the listing the hotel or it is difficult to use and find information, has to scroll, zoom in and out, to find the booking button or prices, this will definately discourage them to continue looking and booking. Therefore if the website's mobile version exists and has less information and is functional this is a way to satisfy clients and rise numbers of bookings.

To have a practical look we'll compare the computer screen websites and the mobile versions for to hotels Royal Monceau and Hotel Xo.

Google Ranking n°1

Thumbable 

Easy Book button

Details about product

The Xo Hotel's mobile version is loading right away. It is easy to use with only one finger. The Contact list, the map, book button, sections with different courses. The book engine is eays to find and to navigate through as well, offering an easy check-in dates choice and after that scroll through the different rooms with the prices and an easy check the availability button. No ptomptions for mobile users. The design is very pretty and reflects the interior and the personnality of the hotel. 

In what concerns the website full version, the design is very pretty to and preflects the personnality of the brand, as good the mobile version. On the Google search they are ranked first and have a good "relationship" whit Google as they have a direct booking button on the right side of the search list. on the welcome page we have a clear structure with a menu rolled up bar on the left and booking button on the right,  which is not the case for the Royal Monceau' site. The menu side bar is clear and easy to use .Once we clic on the book button we are redirected to another page which initiate customers to book direcly on their website and will have a glass of wine offered.

Google Search 

Welcome page 

Interactif menu 

Booking engine 

We'll have a look now on the second hotel being Royal Monceau. 

Royal Monceau find me 

Products

 What can we accept from AccorHotels, of course a good use of digital tools. But is it ?
The mobile version of the Royal Monceau's site is easy to navigate as well. It loads very quickly and it is the first one to appear on Google Search. However, one thing that isn't well tought is Book button not visible on the first page. While trying to book the first time an error occured but while trying for the second time we had the correct page with many information and a Book now button. The loading of the screen is quick. The design does not express the hotel's personnality,more AccorHotel's one and very far from the one of Royal Monceau. In order to convince the user quickly, on the welcome page we have their TripAdvisor's page but except that one nothing special. It has button proposing to the user to enter a special code to benefit a discount therefore there are benefits for the mobile users.

TripAdvisor

First Booking Attempt

Second Booking Attempt

Royal Monceau official website - welcome page 

Interactif menu 

Booking Engine 

The full screen size website's design is very beautiful and represent the hotel's personnality. Which is not the case for the mobile site. We see that it is very to navigate through the site, clear apperance and lots of images to represent the hotel. The booking engine is clear to use as well, we have availabilities button and book button. 

Another important thing to mention is the presence on Google ranking search, the personal website is the on the top search. 

Therefore in order to differenciate themselves from the other AccorHotels' group Royal Monceau needs to have a personnalized mobile site to satisfy better their users.