Avec une communauté très active en ligne, l’entreprise a décidé de convertir ses réseaux sociaux en véritable canal d’acquisition. À cet effet, Pierre et Vacances Center Parcs a choisi de rattacher le département Social Media au pôle CRM sous la Direction des Ventes. Une stratégie pertinente lorsque l’on sait que 65 % des millenials choisissent leur prochaine destination de vacances selon leur « instagrammabilité ».
- +15 000
de trafic sur le site web grâce aux réseaux sociaux
- 62 000
nouveaux leads en provenance des réseaux sociaux
- ROI x3
3 € gagnés en vente last clic pour 1 € investi en social media
With a reputation for delivering unique and memorable vacation experiences, Pierre & Vacances Center Parcs Group had already attracted a loyal community of highly engaged fans on social media. To build on the value of these relationships, the Group set out to design a strategy that would help it build a more nuanced understanding of customers at each stage of their journey—leading to new insight and opportunities to engage more effectively with customers before, during, and after their stay.
Photo credit : @vanessavvk
How they did it
Uniting social and CRM for a deeper understanding of the customer journey
To integrate the Group’s social media strategy into its overall business and develop its strength as an acquisition and loyalty channel, it decided to unite the social media team with the CRM division under the sales department. By sharing tools and data between social and CRM, the Group enabled both groups to gain greater visibility into customer touchpoints across their journey—and create new commercial opportunities.
Identifying valuable new opportunities with social listening
To develop a deeper understanding of its customers and their activity on social media, the social team implemented a monitoring strategy that enabled it to analyze activity across social networks in real-time. Through social listening, the team was able to find, connect with, and recruit potential brand ambassadors, and also to quickly and easily identify user-generated content that the team could integrate into the brand’s owned channels to generate additional traffic and leads.
Tapping into the power of storytelling with brand ambassadors
To bring more authentic storytelling to its brand, Pierre & Vacances Center Parcs Group decided to create a community of ambassadors—and to build that community, it needed to look no further than its own customers. Beyond engaging storytelling, the Group’s aim was to curate a growing body of content created by ambassadors, which could then be reused strategically at different stages throughout the customer journey as part of a user-generated content (UGC) strategy.
Building a more resilient business with effective crisis communications
When the COVID-19 pandemic struck in 2020, Pierre & Vacances Center Parcs Group had to immediately evacuate customers from its properties and cancel all reservations, issuing refunds in the form of credit notes. Thanks to its rapid response and effective customer care, the Group was able to weather a crisis without damage to its strong brand and reputation for service.
Hootsuite est un véritable partenaire pour nous. Leurs équipes nous ont toujours très bien accompagnés et ce dès le début du projet. Très présentes à nos côtés, elles nous offrent un suivi proactif de notre activité, nous donnant même l’opportunité de tester de nouvelles fonctionnalités afin de servir au mieux nos ambitions.
In the space of 12 months, Pierre & Vacances Center Parcs Group transformed social media into a true acquisition channel. Bolstered by continuous success, Pierre & Vacances Center Parcs Group continues to evolve its social media strategy and look ahead in its partnership with Hootsuite.