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Μάθημα: Social Media και

επιχειρηματικότητα

"How a company effectively used twitter 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 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

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.

The results The 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, friendly and 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/ 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

this way the company can achieve:

higher traffic than the original siteBetter promotionMore direct diffusion of informationDirect and continuous communication with

potential clients

4biddenΑλεξιάδου Δάφνη @DaphneAlex2 Αλιβιζάτου Αλεξάνδρα @ΑΑlivizatouΤσούφη Χριστιάνα @ChristiannaTs

Teachers

Γιαννακέας Γιώργος

Δοξαράς Ιωάννης

Νεκτάριος Συλιγαρδάκης

Λήδα Τσενέ- συντονίστρια

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