DIGITAL MARKETING

LEREVEREND AgnesLAURENT LaurianeMBA 2 A

SOCIAL NETWORKS + SOCIAL REWARDSExpedia + FacebookTopguest + Instagram

PLAN

1. What customer groups - communities of interest are being targeted

2. What actions are being provoked?

3. Are the incentives appropriate?

4. Will these campaigns work - yes, why - no, why not?

5. Do commercial campaigns change the essential nature of the social network used?

1. What customer groups - communities of interest are being targeted

EXPEDIA + FACEBOOK

Open to everybody with a FB account

The only requirement is to « like » the Expedia FB page

Participants are people who like and are traveling and who have great imagination!

The larger their social networks, the higher their chance of winning the contest are!

TOPGUEST + INSTAGRAM Open to legal residents of the

fifty (50) United States (and the District of Columbia) who are at least eighteen (18) years

Must be a Topguest member as well as a Virgin America Elevate member or enroll for free.

More generally, people who like playing and taking pictures

Participants must have an Apple device, like an Iphone or Ipad.

2. What actions are being provoked?

EXPEDIA + FACEBOOK

Grow their community Get free ideas of travels

from the participants Create a buzz Encourage the followers

to book via Expedia and discover or know the company better

Have an active presence on FB and develop the loyalty of their fans

TOPGUEST + INSTAGRAM

Create a buzz by rewarding the participants

For Instagram, allow to develop awareness of the app

For Topguest, encourage other companies to join their programs

For the company that participate to the Topguest program, increase awareness and image of the company and potentially its sales in the future

3. Are the incentives appropriate?

EXPEDIA + FACEBOOK

Prize = luxury vacations of high value in 1 of 13 amazing destination

Many chance to win (not only one prize)

=> Attractive as participants are supposed to be travel lovers and encouraging as they are not only 1 possibility of winning

TOPGUEST + INSTAGRAM

Prize = 1000 bonus elevate points (credited directly in the Elevate Members’ accounts)

=> Appropriate as participants are members of Virgin America but the prize is not very attractive and original

4. Will these campaigns work - yes, why - no, why not?

EXPEDIA + FACEBOOKPros: Entertaining / fun

compaign Easy to participate Access all around the

world Great prizesCons: Your chance of winning

depends on the size of your social networks

TOPGUEST + INSTAGRAM

Pros: Fun and infinite chance of

winning (post as many photos as you want during the period of the contest)

Cons: Prize is not very attractive Limited to the USA Limited to owners of Apple

devices (Iphone, Ipad) Restricted to Virgin

America members => too limited!

5. Do commercial campaigns change the essential nature of the social network used?

EXPEDIA + FACEBOOK FB = originally a platform to

communicate and share with your friends

FB trends now: arrival of FB company pages to engage with customers (no t selling!)

Last trend: social commerce integrated in FB pages with loyalty and rewards programs

=> There is a shift in the use of FB more and more oriented to selling and commercial campaigns

TOPGUEST + INSTAGRAM

Topguest = a site between LBS and loyalty rewards programs that also works with Foursquare, Gowalla, Twitter, FB Places…

Offers limited loyalty and rewards programs (in time)

=> Does not change the nature of the site