Breef.me Seminario Marketing Digital 20110210
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Tiara Hotels & Resorts – Marketing DigitalCASE STUDY
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Tiara Hotels & Resorts
5 Hotéis em operação 3 Hotéis em construção
Château Hotel Mont Royal ChantillyMiramar Beach Hotel CannesYaktsa CannesPark Atlantic LisboaPark Atlantic Porto
Astoria BruxellesTedju Ponta Bicuda Cabo Verde Cor di Mar Ponta Bicuda Cabo Verde
www.tiara-hotels.com
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Localização
Bruxelas BélgicaCannes FrançaChantilly FrançaPorto PortugalLisboa PortugalCabo Verde
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Tiara Hotels & Resorts
Missão
Marcar encontro com a elegância e o glamour.
Porque as geografias da sofisticação e do bem-estar estão sempre por descobrir, Tiara percorre o globo, explorando novos locais, novas moradas para os seus luxuosos espaços. De castelos que se reinventam a palácios que ganham uma nova vida, a colecção de hotéis e resorts Tiara tem sempre novas sensações para descobrir. A localização das seis pedras iniciais reflecte a valiosa diversidade desta colecção.
Tiara. Um novo sentido de luxo.
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Desafio
Posicionar uma nova marca na internet
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Solução
Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
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Search Engine Marketing
Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
OBJECTIVO
Revenue e notoriedade
COMO?
Anúncios em motor de busca google
Campanha dividida e optimizada por país
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RESULTADOS
O retorno foi 3 vezes superior ao investimento
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Alemanha
Áustria
Bélgica
Espanha
França
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
![Page 12: Breef.me Seminario Marketing Digital 20110210](https://reader031.fdocuments.net/reader031/viewer/2022020115/546d1eb6af795967298b5257/html5/thumbnails/12.jpg)
Search Engine Optimization
Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
OBJECTIVO
Revenue e reconhecimento da marca
COMO?
Análise, implementação e Manutenção
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RESULTADOS
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
![Page 15: Breef.me Seminario Marketing Digital 20110210](https://reader031.fdocuments.net/reader031/viewer/2022020115/546d1eb6af795967298b5257/html5/thumbnails/15.jpg)
Website
Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
OBJECTIVO
Revenue e ferramenta de promoção
COMO?
Backoffice de gestão do website
Acompanhamento criativo e tecnológico
Upgrade regular do site
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RESULTADOS
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RESULTADOS
Crescimento de aproximadamente 100% de revenue, anualmente desde 2008
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
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E-mail Marketing
Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
OBJECTIVO
Fidelização
COMO?
Campanhas segmentadas
Reporting de resultados
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RESULTADOS
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
![Page 22: Breef.me Seminario Marketing Digital 20110210](https://reader031.fdocuments.net/reader031/viewer/2022020115/546d1eb6af795967298b5257/html5/thumbnails/22.jpg)
Reporting
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Breef.me © 2011, all rights reserved
OBJECTIVO
Controlo e capacidade de resposta
COMO?
Analytics
Reporting de resultados
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
![Page 24: Breef.me Seminario Marketing Digital 20110210](https://reader031.fdocuments.net/reader031/viewer/2022020115/546d1eb6af795967298b5257/html5/thumbnails/24.jpg)
Mobile
Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
OBJECTIVO
Responder às necessidades
COMO?
Utilização de app existente
Criação de site mobile
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
![Page 26: Breef.me Seminario Marketing Digital 20110210](https://reader031.fdocuments.net/reader031/viewer/2022020115/546d1eb6af795967298b5257/html5/thumbnails/26.jpg)
Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
Redes Sociais
OBJECTIVO
Engagement e notoriedade
COMO?
Presença estratégica em Twitter
Acompanhamento no Trip Advisor
Presença no Facebook
Utilização de repositório do issuu
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OBJECTIVO
Notoriedade relacionamento com o consumidor
COMO?
Com conteúdos relevantes e regulares:
Divulgação de artigos e estudos sobre social media e marketing online (estes últimos normalmente relacionados ao sector do Turismo)
Divulgação de eventos a decorrer nas localidades onde se situam os hotéis
Relação com clientes / potenciais clientes
Relação com parceiros
Auto-promoção
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Breef.me © 2011, all rights reserved
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RESULTADOS
A conta Tiara foi considerada uma das contas de twitter de referência a nível mundial
http://inventorspot.com/articles/top_ten_hotel_brands_tweet_above_rest_30174
5265 Followers (Following 2541)
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ISSUU
OBJECTIVO
Partilha de conteúdo
COMO?
Fazer viver as peças promocionais offline na web:
Brochuras dos Hotéis
Factsheets
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Breef.me © 2011, all rights reserved
![Page 30: Breef.me Seminario Marketing Digital 20110210](https://reader031.fdocuments.net/reader031/viewer/2022020115/546d1eb6af795967298b5257/html5/thumbnails/30.jpg)
RESULTADOS
54083 documentos visualizados
Exemplos:
Tiara Château Hotel Mont Royal Chantilly - Hotel Factsheet11042 visualizações
Tiara Park Atlantic Lisboa - Hotel Factsheet6623 visualizações
Tiara Hotels & Resorts Directory3155 visualizações
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TRIP ADVISOR
OBJECTIVO
Controlo de informação e Gestão de Crise
COMO?
Controlo dos comentários ao mais alto nível (Director de Hotel)
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
RESULTADOS
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
OBJECTIVO
Relacionamento e notoriedade
COMO?
Colocação de conteúdos relevantes e regulares em dois idiomas:
Criação de eventos
Clipping
Partilha de reviews
Partilha de noticias do sector
Divulgação de promoções
Passatempos.
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Breef.me © 2011, all rights reserved
RESULTADOS
2.363 Fãs
Rede Social com mais visitas geradas no site
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Breef.me © 2010, all rights reserved
Breef.me © 2011, all rights reserved
SearchEngine
Marketing
SearchEngine
Optimization
Website
E-mail Marketing
Analytics / Reporting
Mobile
Social Media Marketing
Estratégia de
E-Marketing
![Page 36: Breef.me Seminario Marketing Digital 20110210](https://reader031.fdocuments.net/reader031/viewer/2022020115/546d1eb6af795967298b5257/html5/thumbnails/36.jpg)
Encontram-me logo existo
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Breef.me © 2010, all rights reserved
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OBRIGADO.
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Contactos
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