HOTELBLOOM BRUSSELSSOCIAL INFLUENCE ACTION PLAN

Presented by Frédéric NGUYEN EICHHOLZERMBA2B, IEMI-CMH PARIS

PRESENTATION OF HOTELBLOOM BRUSSELS

• The concept of the Hotel

In April 2008 Hotel BLOOM! was completely renovated in for something quite different from other hotels. Hotel invited 287 young creative artists from different countries of Europe to paint the hotel rooms to make something unique for the guests. The customers have the chance to choose their own favorite room with an authentic fresco on the wall representing their own interpretation of the word 'bloom'.

The hotel is located near the botanical gardens, full of flowers, plants, trees and grasses throughout the year. "To bloom" means "open", "grow or flourish" which is perfectly reflected in the construction of the hotel.

In addition, in BLOOM! there is no question of instructions frowning. Forget the dress code, room service or grooms. There is an audience with an open mind as Hotel manage things differently.

HOTEL BLOOM BRUSSELSRue Royale 250,1210 BrusselsBELGIUMT: + 32 (0) 2 220 66 11F: + 32 (0) 2 217 84 44

• Practically

* 305 rooms in 10 different styles * SmoodS - Living room, Kitchen and Music (Destinations www.smoods.net) * 12 conference rooms * The restaurant OO! Breakfast Buffet for WOOW and for group meals * An ultra-modern gym upstairs (free access) * The Hotel offers 2 bottles of mineral water per room, please fill your mini bar with what you want. The hotel does not provide room service but you can buy a snack at Grab & Go at the reception. * In the heart of the hotel there is a smoking ban (criminalizing € 100) * Pets are not allowed. * City tax per room, per night is € 5.95, payable on departure.

SOCIAL INFLUENCE

• Hotel Bloom Twitter• Hotel BLOOM!• HotelBLOOM• HotelBLOOM http://t.co/S1nmuzEo

4 days ago · reply · retweet · favorite • HotelBLOOM Want to join an exclusive

party with gifts, concerts, surprise DJ's,....?? Hotel BLOOM! has duotickets for the... http://t.co/KJ2Ivbsf 6 days ago · reply · retweet · favorite

• HotelBLOOM Christel welcomes Lesley-Ann Poppe in hotel BLOOM! http://t.co/lJYf4X7e 7 days ago · reply · retweet · favorite

• HotelBLOOM LIPSTICK & BUBBLES saturday 17 MARCH http://t.co/CgtHyj2p 11 days ago · reply · retweet · favorite

HOTEL BLOOM TWITTER

SOCIAL INFLUENCE ACTION PLAN - Set up Social Media monitoring and

reaction architecture for Hotel Bloom using a combination of various RSS feeds from Social Media search facilities, then create a repository for collection and analysis at Google Reader.

- Monitoring Socialsphere.- Tracking comments.- From Google Reader repository of

comments, pick, choose and react appropriately to various comments in the socialsphere.

- Engage on Trip Advisor and maximize hotel presence and interaction with former guests within their open ownership framework.

SOCIAL INFLUENCE ACTION PLAN

PROACTIVE – CREATE CONTENT TO INCREASE POSITIVE CONVERSATIONS

- Create Wordpress Bloom blog- Content: First steps by Expathos – hotel will

generate video, images and text to ignite the blogs but afterwards needs to be taken over by the hotel staff.

- Content: Expathos will set up profiles on Youtube and Flickr and generate video and imagery to both sites but afterwards needs to be taken over by the hotel staff.

GOOGLE ALERTS- Set up Google News Alert using Google

architecture creating a full monitoring service for analyzing Bloom buzz on Google News Search, Google Blog Search and Google Organic Search. Produce RSS Feed for capture.

SOCIAL INFLUENCE ACTION PLAN

- Set up and use Twitter to monitor Bloom buzz in realtime Internet. Create RSS feeds to monitor.

- Use social Mention to gather intelligence and monitor Hotel Bloom Brand in various social media landscapes. Create RSS feed for aggregation.

- Create Free account in Google reader to consolidate social monitoring RSS feeds for marketing team to keep tabs on in order to give directions where to react to queries, complaints or positive statements being made around the Internet. Hotel will set this up for social monitoring, analysis and reaction team to consolidate, plan and execute responses and social media strategy.

SOCIAL INFLUENCE ACTION PLAN

CONVERSATION PARTICIPATION There are may ways to participate – you can

prioritize and pursue direct methods, like comments, posts, tweets, emails, etc. And there are more indirect methods of participation like social bookmarks, tagging, favoriting… We are big believers that participation takes a variety of shapes and forms, and Hotel Bloom should not only be reactionary but also proactive and set the stage for conversations online by Syndicating both blogs in the socialsphere.

CREATE CUSTOMERS « The purpose of a business is to create a customer

who creates customers »

- The goal of the Brussels Hotelbloom’s social influence action plan is to increase customers for the hotel.

- Marketing, communication, relationship, all online strategies, are business. The influences in the customers are important for the rentability and the success of the hotel.

- If the business of the hotel successfully creates and keeps customers in a cost-effective way, it will make a profit while continuing to survive and thrive.

F.N.E

GOOD EXAMPLES

HOW MEASURE THE RESULTS OF THE SOCIAL INFLUENCE ACTION PLAN

- After the social influence action plan, we can measure the increase of customers.

- By surveys to know and understand why the customers chose Hotelbloom Brussels, what customers think about the hotel.

- By measuring the traffic increase on the social medias.

- Use Google Alerts, Google Analytics for measuring the results of the social influence action plan.

- We can measure by the increase of the hotel's average daily room rate (ADR), by its occupancy rate, after the social influence action plan.