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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

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