The Edge360 is a digital marketing agency that has worked with major companies. They presented a digital strategy for Casa Claridge that included: 1) Analyzing customer travel behaviors and key digital trends 2) Mapping the customer journey and identifying touchpoints for marketing activities 3) Proposing a strategic framework focused on search, social media, video, and online reviews to inspire travelers through each stage.

1. Casa Claridge
Digital Strategy - May, 2014
The Edge360
campaigns@theedge360.com
305 610-7207

2. The Edge360 is a digital agency specialized
in effective digital marketing solutions.
Our team have been involved in projects for companies such as
The Caribbean Hotel Association, Coca-Cola, Johnson&Johnson,
Hewlett-Packard, LAN Airlines, Olympus, and clients throughout
Europe, Africa, the United States and Latin America.

3. Agenda
1. Facts & Statistics Overview
2. Customer Journey & Strategic Framework
3. Digital Ecosystem & Strategy
4. Strategy Roadmap

4. Facts & Statistics Overview
1

5. Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
“Digital Media is as essential to inspire new travels
as it is for travel planning.”

6. Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.
“Online Search is the #1 source for leisure travel
and source #3 for business travel in 2013.”

7. Source: Ipsos MediaCT/Google Travel Study, April–May 2012 and May–June 2013.
Travelers carry a variety of activities before booking a trip through the web.

8. Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.
“Ads on smartphones have a higher ad recall and
are more effective in persuading travelers to take action.”

9. TOP ACTIONS TAKEN AS A RESULT OF SEEING TRAVEL-RELATED ADVERTISING:
Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.

10. Mobile reservations will continue to grow.

11. Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.
PERCENTAGE OF TRAVELERS WHO WATCHED
ONLINE TRAVEL VIDEOS IN 2013:

12. Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
“Online videos are key throughout the booking funnel.”

13. Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
“Travel videos influence and accelerate action in Business and Leisure travel.”

14. Growth of Social Network users and spending
in online advertising in the travel industry:

15. Fact 1: Travellers increasingly interact with
many points in search for more value.

16. Fact 2: Search engines are the preferred
online tool to start planning a trip and make
a reservation for leisure travelers.

17. Fact 3: Multiscreen experience.
Travellers interact across multiple devices.

18. Fact 4: Online reviews influence the buying decision.

19. Fact 5: Social media is a powerful channel
to inspire and build loyalty.

20. Fact 6: Video is a powerful tool that influences
the entire buying cycle.

21. Fact 7: The growth of online advertising is due
to its effectiveness and relative low cost
compared to traditional channels.

22. Customer Journey &
Strategic Framework
2

23. Customer Journey
Stimulus
Research /
Comparison
Purchase /
Booking
Loyalty
1 2 3
4

24. Social Media
SEO
Video
SEO
Paid Search
Review Sites
Video
Website
Social Media
Marketplace
Websites
Website
Mobile
Social Media
Email Mktg
Stimulus
Research /
Comparison
Purchase /
Booking Loyalty
1 2 3 4
Customer Journey

25. Social Networks
To target Facebook, Twitter, YouTube, Google+ and Instagram with
content to stimulate the idea of visiting Miami and the Casa Claridge
experience.
SEO / Video
To position content to answer why visit Miami and stay in Casa Claridge.
Stimulus
1

26. Search Social Video
Stimulus

27. 2.1. SEO / Social / Video / Website
Content generation to answer why Casa Claridge is the best choice.
2.2. Paid Search
To generate qualified traffic with Google paid ads.
2.3. Review Sites
To encourage users to post comment on the experience at the hotel in
review website and monitor & manage comments on these sites.
Research / Comparison
2

28. Organic Search (SEO)
Goal: to position Casa Claridge among the top-10 results on Google for specific keywords.
Paid Search (Adwords)
“Search engines are the first source for information related to a trip.”
Research / Comparison

29. “Social media channels inspire and influence the buying decision.”
Facebook post Twitter post
Research / Comparison

30. “Video content plays a key role in inspiring and influence the buying decision.”
YouTube video post
Research / Comparison

31. Comment posts
“Positive comments on review websites are important
to increase confidence in the brand experience.”
It is fundamental to monitor the brand reputation, manage negative comments
and interact positively with users.
Research / Comparison

32. 3.1. Hotels Marketplace Sites
Presence in relevant booking sites for 5-star and boutique hotels:
jetsetter.com; Mr & Mrs Smith (smithhotels.com); tablethotels.com,
kiwicollection.com; preferredhotelgroup.com; magellanluxuryhotels.com;
Small Luxury Hotels of the World (slh.com).
3.2. Digital Analytics / Conversion Rate Optimization
To understand consumer behavior and improve conversion rates and
optimize user experience.
3.3. Display / Video / Social / Mobile
Use of a remarketing strategy to impact users who had some interaction with
our website. These ads can be in static or video format and target desktop,
mobile and social (facebook).
Purchase / Booking
3

33. “Presence in the leading Hotel Booking Marketplaces for luxury hotels.”

34. “Constant measurement and
optimization of digital marketing
efforts to improve results.”
“Users who have previously visited
the website will continue to see
banner ads of Casa Claridge.”

35. Social Media
Use of social networks (facebook and twitter) as channels to build loyalty
and provide customer service.
Email Marketing
Proven channel increase loyalty and promote a future purchase.
Loyalty
4

36. “Use of Social Media as a channel to provide customer service and build loyalty.”
Customer service interaction on Facebook Interaction on Twitter

37. “Through Email marketing we can encourage customer loyalty and repurchase.”

38. Digital Ecosystem & Strategy
3

39. Casa
Claridge
YouTube
Display Ads
Other
Social
Networks
Reviews
Sites
Paid
Search
SEO
Email
Hotels
Marketplace
Website
facebook
Digital Ecosystem

40. “We use Social Media as a channel of inspiration for travelers
and provide customer service.”
Strategy
Definition of objectives and KPI's
Definition of voice and tone of the brand
Crisis Management Plan
Community Management
Generate content
Interact with the online community
Respond to inquiries and complaints
Monitor sites reviews
Analysis of the actions in social networks
Analysis of competition

41. Measurement
+
Analysis
Optimization
SEO On-Page /
Off-Page
Keyword
Analytics
“We focus on a content marketing strategy.
Creating search engine optimized content of value to users.”
Website
Usability

42. Strategy Roadmap
4

43. M 1 M 2 M 3 M 4 M 5 M 6
1. Social Media – Strategy Execution
2. SEO Audit
3. SEO – Strategy Execution
4. Digital Analytics + CRO
5. Paid Search Campaign
6. Ads: Display, Video, Mobile, Social
Roadmap