hilton case study
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Εργαστήριο διαφήμισης και
δημοσίων σχέσεων
Τμήμα Επικοινωνίας Μέσων και
Πολιτισμού
Πάντειο Πανεπιστήμιο
Μάθημα: Social Media και
επιχειρηματικότητα
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"How a company effectively used twitter for business”
Travel – Tourism
Case study: Hilton Hotels
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international hotel chain which includes many luxury hotels and resorts as well as select service hotels
one of the most popular and successful hotel chains As of 2010, there are now over 530 Hilton branded
hotels in 78 countries across six continents. The chains marketing focuses on business as well as
leisure travel
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company + Twitter Direct contact with the costumers Easy way to make reservations Competitions / prizes Shows offers for specific locations
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o Advertises continuously the hotels in various countries
o Makes special offers on restaurants and services + promotes date- specific competition and offers
(mothers day, valentines day etc)o Direct communication with the customers in case of
a problemo Quick access to the link of Hilton’s company site (you
can send a message for reservations or ask questions)
o Maps and pictures of the hotels
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Goals of twitter campaignIncrease chain publicityAdvertise specific hotel locationQuick and easy access, just press followBetter promotion of offers and competitionsThrough presentation of local hotels, the visitor
will click on the main company site linkThrough direct diffusion the company, aims at
attracting bigger audience without additional cost or effort.
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The results The company has gained:
A huge numbers of tweets and retweets
plus 33.879 followers
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The style of posts
Most of the twitter posts are simple, friendly and easy to understand, in order to make a good impression and attract people’s interest
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Case Study Hilton Hotels applied their own strategy on how to
serve their costumers better. So they grouped them into categories according to their individual needs.
That way, their needs are better satisfied while new ideas are being promoted
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Grouping Criteria
Geographical: local preferences, geographic location
demographic: individual characteristics, age, sex, income
Buyer behavior: reason for travel (business or pleasure), loyalty to specific hotels
Psychographic: a combination of demographic and behavioral criteria that answers to why the clients prefer the Hilton hotels
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Hilton Hotels managed to come closer with their costumers and offer to them different services depending on their needs, while expanding their target group.
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Lakki Village, Αμοργός
how the hotel could use twitter to promote:
o Frequent tweets with offers/ packageso Info on the hotel rooms and offered serviceso Fast diffusion through tweet και retweeto direct reservation messageso maps / photoso Easy access to the main site
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this way the company can achieve:
higher traffic than the original siteBetter promotionMore direct diffusion of informationDirect and continuous communication with
potential clients
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4biddenΑλεξιάδου Δάφνη @DaphneAlex2 Αλιβιζάτου Αλεξάνδρα @ΑΑlivizatouΤσούφη Χριστιάνα @ChristiannaTs
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Teachers
Γιαννακέας Γιώργος
Δοξαράς Ιωάννης
Νεκτάριος Συλιγαρδάκης
Λήδα Τσενέ- συντονίστρια
Μπέτυ Τσαγκαρέστου υπεύθυνη εργαστηρίου