Create, manage and optimize a social media campaign analyzing the search trend about location and activities related, defining a primary and a secondary strategy and then leading a generation campaign.

1. CerviniaCerviniaCerviniaCervinia Bucaneve HotelBucaneve HotelBucaneve HotelBucaneve Hotel
Analysis and web marketing plan
Lisa Gruber
Laura Moroni
Giorgio Kwiatkowski
Carol Kantor

2. • Valle d’Aosta (northwest of Italy)
• 127.000 inhabitants
• 74 towns, all with less than 5.000 inhabitants (except for Aosta)
• cover 3.200 km2
• Cervinia is part of Valtournenche, which has 2.200 inhabitants
• alpine resort, at 2,006 m above sea level, at the foot of Monte
Cervino (“Matterhorn”, “Mont Cervin”)
• Part of the ski area Breuil-Cervinia Valtournenche Zermatt
(“Matterhorn Ski Paradise” IT & CH)
• Depends largely on Tourism
BREUIL - CERVINIA

3. Monte Cervinio - statistics
2013 Winter
(2012/2013)
Summer 2013 Winter
(2012/2013)
Summer
Lombardia 27,302 12,096 13,547 95,747 31,042 61,882
Piemonte 15,856 6,657 8,125 47,576 15,887 29,402
Liguria 7,412 3,862 3,171 23,971 11,177 12,284
Arrivals StaysMonte Cervino
Top 3 regions
2013 Winter
(2012/2013)
Summer 2013 Winter
(2012/2013)
Summer
UK 10,250 9,516 528 63,914 60,757 2,255
France 7,012 4,449 2,080 30,035 23,898 4,746
Russia 6,000 5,798 225 43,415 41,295 678
Monte Cervino
Top 3 countries
Arrivals Stays

4. HOTEL OVERVIEW

5. HOTEL INFORMATION
Bucaneve Hotel & Wellness
Piazza Jumeaux, 10
Fraz. Breuil Cervinia 11021 Valtournenche (AO)
• owned and run by the family Maquignaz
• 21 rooms
• Restaurant
• Wellness centre
Languages
• Italian
• English
• Russian

6. Hotel Information
Social Profiles
• Facebook page
Foto gallery
• Hall / Reception
• Wellness center
• Swimming Pool
• Sauna / Turkish Bath / Vitarium / Relaxing Zone
• Lounge Bar / Bar / Piano Bar
• Restaurant
• Kitchen (dishes)
• Rooms
• Sports in Cervinia (Golf, Trekking, Ski)
• Mountains

7. Hotel Services
• Wellness center
• Wellness treatments
• Reception
• Bar
• Free parking
• Wi-fi
• Sky TV
• Shuttle to main commercial centers and malls in the surroundings
• For the ski activities:
• Shuttle to the cable car
• Ski equipment rental
• Ski lessons
• Ski Pass

8. HOTEL WEB SITE
ANALYSIS

9. Overall structure for the website
• Quite clean and very
effective
• Sliding picture panel
• Virtual tour on the right
• Tab based structure (min.
scroll down)
• Social media buttons
• Last minute tab
• Three main languages
• Booking tool
• News on left column
• Hotel offers
• Information on selected
tab

10. Overall structure for the website
• Fotogallery
• Lead generation tool
via newsletter
• Tripadvisor label
• Information on the
hotel and contacts
details

11. The twin website
•Keeping two different websites for two different services ?
•Reaching out towards wellness centre clients?
Very similar to the hotel website in structure: no booking nor sliding
gallery tool, different color.

12. The sliding pictures panel

13. Virtual tour
• very user friendly
•Tour of the hotel / Cervinia

14. Tab based structure
• Gather information easily
• Page keeps more or less the same structure
• Allows easy access to booking and offers

15. Social media buttons
Hotel
• A facebook like button
• Tweeter tweet button
only add likes on the website and tweet
the hotel link on Tweeter
Wellness
• link to the hotel’s facebook page
• google plus reference button

16. The offers section
• New Offers and formula in accomodation
• TripAdvisor label at the bottom end of the column
• Direct link to the website of “Sport center” :
a sponsored shop for purchase and rental of ski
equipment
• No special deals / promotions

17. Information pages
Clear and simple with tabs for different periods that open different price - lists

18. Information pages
• shows only hotel location
on google maps
• no indications on how to
get there

19. Problems found on the Web Site and
suggested improvements
Action
- number of rooms
- different content IT/EN
- Service page – mix of
languages
Sliding pannel - contents only
for IT page
Include contents for other 2
languages
EN and RU pages - onde extra
option on sliding pannel -
"offers" - however no info there
Include the "offers" in the IT page
or remove it from the other 2
Fix translating issues in all pages
Problem
Inconsistent
translation
Inconsistency
in contents

20. And now a quick look at
the social media
Facebook private and corporate page

21. Facebook page
• A private account page
• A hotel fanpage
• Look pretty nice at first glance
• Hotel page doesn’t have a profile picture
• Hotel page has 323 likes , not a bad thing but …

22. Facebook page
… on the other hand:
• Private account has almost 800 friends
• Much more pictures of the hotel in the private page
• Last post in both pages is 2 years old

23. Problems found on Facebook and
suggested improvements
Problem Action
2 different pages: private and hotel page Keep only Hotel page
Hotel profile does not have a picture (Hotel page) Include a picture in the profile
Both pages have not been updated in 2 years
Very few posts, no engagement
Update Hotel page on a regular basis,
following the editorial plan

24. Primary strategy

25. PRIMARY STRATEGY
Getting more leads
TARGET
• Target regions: Lombardy, Liguria, Piedmont
• Segment:
• couples, singles, friends
• age: 24 – 50
• interested in Cervinia
• looking for a skiing/spa holiday

26. Google trend keyword search “cervinia”
Notable interest periods: november – march
Peaks: middle of nov. & end of dec.

27. Google trend keyword search “cervinia”
Most interested users from Italy

28. Google Trend related keyword search

29. “DIRECTING USERS TO THE
WEBSITE OF THE HOTEL”
1) Add a webcam and weather
information window
People who are looking for Cervinia
weather forecast may be addressed to
our website

30. 2) Embed a blog
Create more content:
• Post about local events in the area
• Info on skiing (rules, equipment, apres-ski parties,…)
• Recipes from the hotel restaurant “Le vieux Braconnier”
• Guestbook for comments/ recommendations
• Other activity suggestions
• Downloadable weather app

31. Landing pages for Newsletter and contacting

32. NEW LEADS, NEW CUSTOMERS
Newsletter improvements:
• Change the Newsletter box position in the home page, putting
it below the Booking box
• Add Newsletter check box to the booking page
• Add Newsletter check box to the contact page
• Reduce distractions around Newsletter
More Visible

33. NEW LEADS, NEW CUSTOMERS
• Include a promotion:
“Subscribe to our Newsletter
and get a 10% discount to More Pleasing
be used in Wellness Treatment,
Skipass or in our New Formula”
•In addition to name, surname
and e-mail, ask for person’s More Precise
home country

34. NEW LEADS, NEW CUSTOMERS
• Include also attractive fields
to check:
Hotel news
Wellness Centre news More Attractive
Offers
Special Events

35. IN ADDITION…For More Leads...
•Mention Newsletter also on Facebook page

36. Secondary strategy

37. Increase Conversation rate for
Hotel Bucaneve

38. Segment: Lombardy, Liguria, Piedmont (Italy)
Canton of Valais (Switzerland)

39. Month Week Day of the
week
Time Activities Goal Media
Mon 1 p.m. 1. Cervinia-Zermatt makes it possible arousing curiosity, get likes WS/FB
2. Ski all year round advertising FB
3. question favorite ski season Engage fans, get comments FB / TW
Wed 1 p.m. 4. Gobba di Rollin advertising FB
5. question ski resort Engage fans, get comments FB / TW
Mon 1 p.m. 1. Bucaneve international advertising FB
2. question polenta or fondue engage fans, get comments FB / TW
Wed 1 p.m. 3. Sunset Cervino/ Matterhorn advertising FB
4. question what do you prefer engage fans, get comments FB / TW
Thu 1 p.m. 5. Teaser Countdown "Get ready" keep fans interested FB
Mon 1 p.m. 1. picture advertising FB
2. question for picture engage fans, get comments FB
Wed 3 p.m. 3. Photo Contest Crazy cook engage and grow fans, get them to share FB / TW
Mon 1 p.m. 1. picture advertising FB
2. question for picture engage fans, get comments FB
Wed 3 p.m. 3. Photo Contest Bartender engage and grow fans, get them to share FB / TW
Mon 1 p.m. 1. picture advertising FB
2. question for picture engage fans, get comments FB
Wed 3 p.m. 3. Photo Contest Dog Service engage and grow fans, get them to share FB / TW
Mon 1 p.m. 1. picture advertising FB
2. question for picture engage fans, get comments FB
Wed 3 p.m. 3. Photo Contest - new pictures engage and grow fans, get them to share FB / TW
Mon 1 p.m. 1. Teaser Countdown Adrenaline keep fans interested FB / TW
Wed 3 p.m. 1. Photo Contest - annoucement of winner engage fans FB
Mon 1 p.m. 1. picture advertising FB
2. question for picture engage fans, get comments FB
Wed 3 p.m. 3. Ski Race contest engage and grow fans, get them to share FB / TW
Mon 1 p.m. 1. picture advertising FB
2. question for picture engage fans, get comments FB
Wed 3 p.m. 3. Ski Race contest reminder engage and grow fans, get them to share FB / TW
4 Mon 1 p.m. 1. Invite guests to post pictures engage fans FB
Mar
1
2, 3
EDITORIAL PLAN Facebook / Twitter
1
2
3
4
Jan
Feb
1
2, 3
4

40. !!! NEWS NEWS NEWS !!!
“ Wow…have you heard???
Quick, and find out! “
Post on Hotel website
• Put up a Facebook banner

41. Facebook page
“Hotel Bucaneve“
!!! NEWS NEWS NEWS !!!
“Cervinia-Zermatt makes it possible!”
Young, innovative, exciting!
Hotel Bucaneve welcomes you!
, stay with us and find out why!

42. Autumn! Summer!
Winter! Spring!
Do you want to #ski all year round ?
Cervinia-Zermatt makes it possible!
Hotel Bucaneve is open for you during all 4 seasons!

44. Do you want to go higher than the others?
Gobba di Rollin, highest ski run in Europe at 3,899 m!
Make your stay at Hotel Bucaneve #unforgettable!

46. Italian charm paired with swiss perfection?
A ski resort that combines two countries!
Hotel Bucaneve is #international!

48. Why travel far when there is beauty close to you ?
Sunset at #MonteCervino / #Matterhorn
Hotel Bucaneve is easily accessible!

51. PHOTO CONTEST
We challenge you!
Can you do what our employees do?
Post a photo of you on our fb page doing
the same action! Every week a new
chance!
Get at least 250 likes in one week and
win amazing prizes like a romantic
dinner for 2, a wellness treatment at our
Hotel, a Hotel mug…

52. Week 4, Wednesday 1 pm Week 5, Wednesday 1 pm

54. Win the game, collect
rocks and build the
Bucaneve mountain!
Every time you win, you
get 10 rocks!
and tell your friends, the
more you play, the higher
the mountain gets!
Play the game!
If you reach 5000 rocks or
more, Hotel Bucaneve will
reward you with a
guaranteed special
discount on our rooms!
BUCANEVE SKI RACE

55. Bucaneve Mountain
Matterhorn
Collect
rocks!
Build it up!
Just 5000 rocks!

56. What is the most beautiful place you have seen in Cervinia?
Please share your pictures with us !

57. TWITTER
1. Sshhh…have you heard? Follow us and be the first to know! Check it out: www.facebook.com/HotelBucaneve !
#Cervinia, #Zermatt, #glacierskiing #Bucaneve_Cervinia Please Retweet
2. Hotel #Bucaneve is open for you all year round! #spring, # summer, # autumm, # winter
3. RT@GiorgioKwiatkowski: My epic Cervinia Run!
Bucaneve Cervinia
@ Bucaneve_Cervinia

58. 4. It is just an #unforgettable experience to stand atop the highest ski run in
Europe: Gobba di Rollin at 3899m in #Cervinia Zermatt #ski resort!
5. Our staff speaks several languages. #Grüezi, #Hello and #Buongiorno!
6. Get ready! 6 more days! Fantastic #prizes ! Please Retweet!
www.facebook.com/HotelBucaneve
TWITTER

59. 7. Are you ready to be a #winner ?
Participate in our Photo #Contest!
Great #discounts !
www.facebook.com/HotelBucaneve
TWITTER

60. • Contact influencer
• Use google alert

61. Suggestion of Monthly Editorial Plan to keep Facebook page
and Twitter always up to date
Week Day of
the
week
Time Type of post Example Use Key Words Goal Media
1 Mon 1 p.m. 2. Photo and appealing text "Ski all year round" meteo advertising FB / TW
3. Enganging question "What's your favorite skiing season...?" ski engage fans, get comments FB
Thu 3 p.m. 1. Teaser Countdown "Get ready" surprise engage fans FB
Mon 1 p.m. 1. Photo and appealing text "Bucaneve international" international advertising FB / TW
2. Enganging question "question polenta or fondue" food engage fans, get comments FB
Thu 3 p.m. 1. Contest to engage fans "Participate in our Photo contest" / Ski Race Game contest / winner keep fans interested FB / TW
Mon 1 p.m. 1. Photo and appealing text "Trekking in Cervinia" trekking advertising FB / TW
2. Enganging question "What's the most beautiful place in Cervinia?" Cervinia engage fans, get comments FB
Thu 3 p.m. 1. Reminder "xx days to go" winner keep fans interested FB / TW
Mon 1 p.m. 1. Photo and appealing text "Cervinia is also GOLF!" golf advertising FB / TW
2. Enganging question "What's your favorite sport?" sport engage fans, get comments FB
Thu 3 p.m. 1. Contest results "And the winner is..." winner keep fans interested FB / TW
2
MONTHLY EDITORIAL PLAN Facebook / Twitter
3
4

62. Crisis management
Scenario Example Action Best Social Media for action
Bad comments
from guests
several guests complained
about the restaurant
polite response on the site
where the complain was
made
Web - Booking.com; Hotels.com;
Venere.com; TripAdvisor.com etc
External factors extreme weather conditions
that may handle the hotel
out of reach
inform customers a.s.a.p. Web page; Facebook page and
Tweeter
Hotel related
issues
renovation of the restaurant inform customers that the
restaurant will be closed for
a certain period of time
Web page; Facebook page and
Tweeter

63. Comment:
Old decor, sad dining room. Very slow service. Overpriced. Bad piano player. If you are over 60 you might like it.
Otherwise keep positive and happy and go somewhere else. Thank god we only came for a dinner. If we had booked
as a hotel I'd have thrown myself off the Matterhorn.
Response:
“…Of course, I'm considering "constructive" reviews and not "empty" subjective considerations which are not a help
to improve.
You use the expression "old decor". Well, it's quite strange. The dining room has been totally renewed in
2008…Maybe you confused vintage with old.
What can you suggest to improve our "sad" dining room? And what do you mean with sad? - "If you are over 60 you
might like it" you say. Well maybe the atmosphere is too relaxing for you, but why do you think young people
wouldn't appreciate that? Of course if you were expecting a disco or a club our hotel was not the right place to
choose.
Normally people love Nicola, our pianist. So, I guess there is no way to improve in this case.
"Very slow service". This is the only point we will be happy to improve. Thank you.
Example of crisis management to be improved