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22 April IAB NetCafé




Club Med Belux Social Media Campaign
                   -
            Ine @ Chamonix
Impact of Social Media on world wide travel industry


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


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 taking
            part 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 travel
            reservation




 Page 2   | Club Med Belux | IAB Netcafé
Some Trends


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


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


                  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.)
       Page 3   | Club Med Belux | IAB Netcafé
In Belgium, it’s 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




 Page 4   | Club Med Belux | IAB Netcafé
So we decided to make a first try on Social Media


Objectives:


            Establish a first dialogue with Belgian bloggers
            Communicate Club Med USP’s & values amongst surfers thanks to real & neutral
            blogging experiences


Respecting our marketing objectives:


            Position Club Med as an innovative & modern brand
            Preinforce Club Med’s online visibility




 Page 5   | Club Med Belux | IAB Netcafé
Ine@Chamonix


Social Media action relayed on influential Belgian blogs


Concept:


            A blogger sended to Club Med Chamonix in order to give a live impartiel
            feedback on her stay
                   She tested everything possible (Ski, Spa, Restaurant, …) during 3 days

            Means: Blog + Interactive banner (Twitter + Flickr)




 Page 6   | Club Med Belux | IAB Netcafé
On Ine’s blog (www.monuments.nu)




Page 7   | Club Med Belux | IAB Netcafé
On Ine’s blog (www.monuments.nu)




Page 8   | Club Med Belux | IAB Netcafé
Relayed on belgian blogs via an interactive banner




Page 9   | Club Med Belux | IAB Netcafé
Relayed on belgian blogs via an interactive banner




Page 10   | Club Med Belux | IAB Netcafé
Bannering Results: Sunday 6th April – Wednesday 9th
 April

59 102 Impressions


277 clicks


0.47% CTR


17 629 contacts


3.4 impressions / contact


1.57 clicks / contact


 Page 11   | Club Med Belux | IAB Netcafé
We had some additionnal surprises when blogs relayed
the action in Belgium




Page 12   | Club Med Belux | IAB Netcafé
And even in other countries
France                                              Brasil




                                           Canada




Page 13   | Club Med Belux | IAB Netcafé
Cherry on the cake : Important national press




                                            De Morgen 11th April
Le Soir 9th April
 Page 14   | Club Med Belux | IAB Netcafé
Page 15   | Club Med Belux | IAB Netcafé

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Ine @ Club Med

  • 1. 22 April IAB NetCafé Club Med Belux Social Media Campaign - Ine @ Chamonix
  • 2. Impact of Social Media on world wide travel industry Travel: most developed e-commerce sector and most impacted by Word of Mouth 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 taking part 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 travel reservation Page 2 | Club Med Belux | IAB Netcafé
  • 3. Some Trends 66% of travellers feel that User-Generated Content* is more trustworthy than the information on professional sites Impact of USG on the decision making process and on the purchasing of holidays 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.) Page 3 | Club Med Belux | IAB Netcafé
  • 4. In Belgium, it’s 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 Page 4 | Club Med Belux | IAB Netcafé
  • 5. So we decided to make a first try on Social Media Objectives: Establish a first dialogue with Belgian bloggers Communicate Club Med USP’s & values amongst surfers thanks to real & neutral blogging experiences Respecting our marketing objectives: Position Club Med as an innovative & modern brand Preinforce Club Med’s online visibility Page 5 | Club Med Belux | IAB Netcafé
  • 6. Ine@Chamonix Social Media action relayed on influential Belgian blogs Concept: A blogger sended to Club Med Chamonix in order to give a live impartiel feedback on her stay She tested everything possible (Ski, Spa, Restaurant, …) during 3 days Means: Blog + Interactive banner (Twitter + Flickr) Page 6 | Club Med Belux | IAB Netcafé
  • 7. On Ine’s blog (www.monuments.nu) Page 7 | Club Med Belux | IAB Netcafé
  • 8. On Ine’s blog (www.monuments.nu) Page 8 | Club Med Belux | IAB Netcafé
  • 9. Relayed on belgian blogs via an interactive banner Page 9 | Club Med Belux | IAB Netcafé
  • 10. Relayed on belgian blogs via an interactive banner Page 10 | Club Med Belux | IAB Netcafé
  • 11. Bannering Results: Sunday 6th April – Wednesday 9th April 59 102 Impressions 277 clicks 0.47% CTR 17 629 contacts 3.4 impressions / contact 1.57 clicks / contact Page 11 | Club Med Belux | IAB Netcafé
  • 12. We had some additionnal surprises when blogs relayed the action in Belgium Page 12 | Club Med Belux | IAB Netcafé
  • 13. And even in other countries France Brasil Canada Page 13 | Club Med Belux | IAB Netcafé
  • 14. Cherry on the cake : Important national press De Morgen 11th April Le Soir 9th April Page 14 | Club Med Belux | IAB Netcafé
  • 15. Page 15 | Club Med Belux | IAB Netcafé