Social Media Case Study - ITC WelcomGroup leveraging social media to engage with guests

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A Social Media Marketing Case Study

description

A social media case study by Windchimes Communications that highlight how India's leading hospitality brand ITC WelcomGroup used social media to engage with its guests - existing and potential - in the online space.

Transcript of Social Media Case Study - ITC WelcomGroup leveraging social media to engage with guests

Page 1: Social Media Case Study - ITC WelcomGroup leveraging social media to engage with guests

A Social Media Marketing Case Study

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Objectives

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How did we do it ?

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Platforms Identified

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Stage I

Reviving Presence

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Restarting Conversations

Reviving interaction by sharing interesting information from the ITC – WG blog – WelcomZest

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Making presence felt on Twitter

Connecting with Tweeple interested in the brand and the sectorTweeting interesting information to revive interest in the brand

and get the conversation started!

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Customizations for ITC - WG

Testimonial Tab on Facebook

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Fans interacting on Facebook Tabs

Leveraging celebrity power to communicate the popularity of ITC -

WG

Many comments received on the testimonials by fans of ITC - WG

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Customizations on Twitter

Achieving uniform look and conveying common branding across social media platforms

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Stage II

AwarenessInforming people about various events and

offers from ITC - WG

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Leveraging Social Media Releases

Shared social media releases on unique offers by ITC – WG to spread awareness. Received over 1500 views in a month!

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Creating Buzz around Welcomcuisine

Sharing regular information on food festivals & deals, helped increase walkins to the restaurants

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Creating excitement around special food-led events

Fans expressed interest in the food festivals , with many saying that

they would visit ITC – WG hotels!

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Fuelling fans’ imagination with stunning visuals

Effectively leveraged the power of visual imagery to capture fan attention & spark off conversations!

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Riding on the celebrity quotient to create awareness for ITC WG - properties

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Tapping into the power of Influencers

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Engaged with top bloggers to experience ITC – WG hospitality and

write about it

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International Influencer Engagement

Engaged with Nellie Huang, one of the world’s top travel bloggers, to stay at

ITC – WG properties during her visit to India, garnering major international

publicity in the process

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Review of ITC Grand Central on Wild Junket

The post was retweeted by fans

Led readers back to ITC-WG website

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Nellie highlights unique aspects of ITC - WG

Excellent reviews of the restaurants

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Nellie brings alive ITC – WG hospitality for her readers

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Highlights of the review

Nellie writes about the highlights of the properties visited by her – the architecture…

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Highlights of the review

And goes on to give rave reviews on the spa

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Nellie Huang, top travel blogger with 4500 followers tweets about ITC-WG!

Recommended restaurants at ITC-WG

Praised the hospitality shown by the hotel

Exchanged tweets about ITC-WG with fellow tweeple

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ITC – WG Pictures tweeted by Nellie registered over 1000 views

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Stage III

EngagementEncouraging & incentivizing audiences to respond

Responding to and addressing customer queries and issues

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Contests to drive the popularity of events held at ITC-Welcomgroup Hotels

The contest was built around the idea that users first had to ‘like’ the page to register & also spread the word by tagging ITC - WG in their entries

Contest received over 70 entries in a week!

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Using Polls on Facebook

Poll on Favorite Luxury Collection Hotel drew 242 votes

Users were asked to tag their favorite hotel in a

photo album

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Customized Application to reinforce the connect between ITC – WG & its green initiatives

The results when published gave out the ITC low carbon footprint message

400 users of the application!

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Addressing queries on Facebook

Facebook Fans now regularly ask queries regarding services and events of ITC-WG

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Addressing queries on Twitter

Users regularly tweet queries which are answered immediately providing for enhanced customer experience

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Engaging with Customers on Twitter

Searching for users talking about ITC-Welcomgroup & then engaging with them to learn about their experiences & give

recommendations

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Stage IV

ParticipationParticipating in conversations online

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Participating in conversations with guests over Twitter

ITC – WG guests on Twitter, impressed that ITC-WG is using social media to converse with its guests

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Establishing the connect between online presence & actual experiences at the hotels

Engaged with an international guest tweeting about ITC-WG, & followed it up with a special welcome for him the next time he checked in

Converting a guest into a brand loyalist

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Participating in Discussions

Took part in relevant conversations and informed interested travellers about options available at ITC - WG

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Results

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Increase in Fans on Facebook

A 100% increase in the no. of fans since March 2010!

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Exponential jump in interaction levels on Facebook

Nearly 600% increase in the interaction levels

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Phenomenal growth on Twitter

Over 300% growth in the number of followers

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Thank Youwww.windchimes.co.in