how a company effectively used twitter for business
DESCRIPTION
case study: Hilton hotelsTRANSCRIPT
Εργαστήριο διαφήμισης και
δημοσίων σχζσεων
Τμήμα Επικοινωνίας Μέσων και
Πολιτισμού
Πάντειο Πανεπιστήμιο
Μάθημα: Social Media και
επιχειρηματικότητα
"How a company effectively usedtwitter for business”
Travel – Tourism
Case study: Hilton Hotels
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
company + Twitter
Direct contact with the costumers
Easy way to make reservations
Competitions / prizes
Shows offers for specific locations
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 problem
o 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
Goals of twitter campaign
Increase chain publicity
Advertise specific hotel location
Quick and easy access, just press follow
Better promotion of offers and competitions
Through presentation of local hotels, the visitor will click on the main company site link
Through direct diffusion the company, aims at attracting bigger audience without additional cost or effort.
The resultsThe company has gained:
A huge numbers of tweets and retweets
plus 33.879 followers
The style of posts
Most of the twitter posts are simple, friendlyand easy to understand, in order to make a good impression and attract people’s interest
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
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
Hilton Hotels managed to come closer with their costumers and offer to them different services depending on their needs, while expanding their target group.
Lakki Village, Αμοργός
how the hotel could use twitter to promote:
o Frequent tweets with offers/ packages
o Info on the hotel rooms and offered services
o Fast diffusion through tweet και retweet
o direct reservation messages
o maps / photos
o Easy access to the main site
this way the company can achieve:
higher traffic than the original site
Better promotion
More direct diffusion of information
Direct and continuous communication with potential clients
4biddenΑλεξιάδου Δάφνθ @DaphneAlex2
Αλιβιηάτου Αλεξάνδρα @ΑΑlivizatou
Τςοφφθ Χριςτιάνα @ChristiannaTs
Teachers
Γιαννακζασ Γιώργοσ
Δοξαράσ Ιωάννθσ
Νεκτάριοσ Συλιγαρδάκθσ
Λιδα Τςενζ- ςυντονίςτρια
Μπζτυ Τςαγκαρζςτου υπεφκυνθ εργαςτθρίου