Urs E. Gattiker

Professor Urs E. Gattiker - DrKPI is corporate Europe's leading social media metrics expert (see his books). He continues to work with start-ups. Urs is CEO of CyTRAP Labs GmbH.

8 thoughts on “Case study: citizenM overtakes Coca-Cola?

  • 8. June 2014 at 12:40
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    A brand investing on social will not result in gaining anyone’s love, not without something else providing some form of value to the consumer. My point about brands and budgets (regardless of total budgets, social media spend is rising) is about whether social is valuable to brands; it most definitely is. Unfortunately, most brands still use vanity metrics and are satisfied with old standards (total reach and impressions) instead of measuring actual traction against objectives.

    Reply
    • 8. June 2014 at 20:36
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      Dear @estebanContreras:disqus

      Thanks so much for writing this comment. Of course you are right, just being on social media will not automatically mean the brand is being loved.
      Moreover, vanity metrics or navel gazing analytics are too much kind of Web 1.0.

      Instead we need measurable objectives that help us better understand key drivers (e.g., how can social media be used to reduce calls to the customer hotline). Put differently, getting an ROI is nice but unless we understand what got us there (specifically how social media helped) will not allow us to repeat the feat next quarter.

      Thanks for your GREAT comment.
      Urs
      @DrKPIcom:twitter

      Reply
  • 13. June 2014 at 20:17
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    “but does have a lifestyle aspiration, what’s important to them and what do they look for?” in other words.. not being inundated with their “bragging” but yes becoming part of a family.

    I think the way of understanding citizenM comes from rules changing in hospitality.

    Esteban Contreras said: “A brand investing on social will not result in gaining anyone’s love, not without something else providing some form of value to the consumer”. I cannot be more agree. However, citizenM social media budget is not fixed, but the opportunity is based. And yes, it provides added value to their loyal costumers as it is just the mirror of what they do in the hotels. Everything
    the company does in social media is more or less the consequence of everything
    else they do. As a hotel chain, the company is focused on providing a great
    guest experience at the hotel, and that’s extended with social media.

    citizenM’s social media service-oriented strategy objective
    is to inspire, listen and talk to guests by involving them in creating content
    and share their experiences online to increase the brand visibility and
    encourage the word of mouth. The key to make this online
    interaction happen is a result of everything else, so that’s why they always try
    to set the right expectation, deliver excellent service and then surprise guest
    with something unique.

    The company doesn’t evaluate the ROI on the relationship with their customers; it is the reason for their existence.

    We must understand the brand, the target audience and their reason of existence in order to write about it… For citizenM, travel is defined as on the move. Guests are the ones needing a room on the road and a hotel is a place while on the road to put your tired head to rest.

    When talking about “citizenMag”, first of all citizenMag has been compared in your studies with other blogs which are not related to the hotel industry itself

    However, citizenM has it’s own mag but is not blogging itself. In other words, citizenMag is a platform for relevant content in relevant cities for the relevant people in order to let them know the values and culture that citizenM has. It actually has the functionality of their concierge department that recommends people what to do in the city they are staying in order to make guests experience the cities as locals.

    The citizenMag was created with the aim of sharing what the company likes and what it is expected for their guests to like. It is also a way to facilitate the content
    they publish in social media considering that if they only share pictures about
    the hotel they cannot expect them to like it all the time.

    On the other hand, my studies revealed that citizenM performs well on their social media platforms above all industry levels. Hotel marketers
    around the world are usually facing the same problem in order reach new
    costumers or either to engage the existing ones. Since social media marketing
    exist, the guest involvement it’s in core business to get people engaged by
    nature. citizenM has a clear competitive advantage when creating online content thanks to their lifestyle hotel branding, which allows them to create and share interesting and valuable information instead of just wait for guest interaction.

    To sum up, improvement is always needed. In fact, time make things constantly change… Social media is a battleground, brand image and customer engagement are the key to be successful an citizenM does it well.

    Some recommendations of improvement will be: unrestricting the brand image, hummanizing the social media personality, the cooperative integration and of course communication integration strategy based.

    Reply
    • 14. June 2014 at 9:59
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      Dear @GuilleGarca:disqus

      Thanks so much for replying to my blog post. You point out some interesting things. Let me first maybe also mention that you were a student trainee with citizenM and you did a thesis project for your Bachelor about the company . It is therefore probably save to point out that you have a greater understanding about the company’s ideas, philosophy and inner workings than most of us reading this. You raise one point:

      When talking about “citizenMag”, first of all citizenMag has been compared in your studies with other blogs which are not related to the hotel industry itself”

      Here you are mistaken: I write in the above blog entry:

      “As the graphic shows, citizenM ranks 143 in comparison to all other hotel blogs in our ranking (get free LogIn to view charts THEN click graphic for more info). This is quite low compared to other hotels, some of them much smaller than citizenM.”

      Here I state that citizenM ranks 143 in a ranking of hotel blogs …. i.e. companies in the same industry – hospitality and lodging.

      As well, the average score is 50 and citizenM is at least ONE Standard Deviation below the Mean.

      You also write:
      “On the other hand, my studies revealed that citizenM performs well on their social media platforms above all industry levels.

      That is a very interesting statement. Unfortunately, I have not seen your numbers. If your thesis is somewhere available for download, please let me know where I can find it – URL, I gladly read about your findings>. It is always interesting to see the numbers.

      I provided Blog data from citizenM and other hotels an apparently suggests that citizenM could do better. For starters, it might want to rank within the top 10, for instance.
      You also write:

      “citizenMag is a platform for relevant content in relevant cities for the relevant people in order to let them know the values and culture that citizenM has. It actually has the functionality of their concierge department that recommends people what to do in the city they are staying in order to make guests experience the cities as locals.”

      Very important point. But how do you know that it is working?
      If nobody comments about these tips (e.g., I followed your tip visited this museum, attended…. and it was great…),how do we know if these postings make a difference in people’s lives (i.e. when visiting a town and staying at citizenM)?

      Our numbers from social sharing and reader comments would indicate that few care. This is due to citizenMag entries having:
      – no reader comments,
      – no shares on Facebook besides 1 or two for some posts
      – no stellar Twitter engagement ration (i.e. <0.23 percent click rate on tweeted links).

      I suggest that based on these metrics and those Key Performance Indicators we use in the DrKPI Blog Benchmark – Hotels, things could possibly be done better?

      Of course, people having their selfies (pictures) reshared by @citizenM:twitter or re-published by citizenMag. But:
      ==>
      Is this helping attract new customers?
      ==> Does such content satisfy the majority of what Chief Operating Officer Michael Levie describes as:

      mid-market traveller that does not have a deep wallet, nor personally or for business travel, but does have a lifestyle aspiration, …“?

      I am not sure… But maybe I just do not get it?

      Reply
  • 12. July 2014 at 12:54
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    #Coca-Cola
    Check out this graphic – below:
    134 tweets each day…. potentially a lot of people that re-broadcast these.
    But what is the bottom line?

    I wonder if it is worth it but if you spend above $400 mio …. you probably look at this differently then I would?
    Urs
    @DrKPIcom:twitter

    Reply
  • 24. August 2014 at 20:46
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    This shows very nicely that managing social media successfully – in the long term – is a labor intensive challenge.
    With CitizenM it appears that there is a lot of buzz. Put differently, clients love to see their own pictures or experiences at the hotel re-tweeted or mentioned.
    But who else really cares about such stuff…. is this not more noise and clutter?

    Reply
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