A Social Media Marketing Case Study

Objectives

How did we do it ?

Platforms Identified

Stage I

Reviving Presence

Restarting Conversations

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

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!

Customizations for ITC - WG

Testimonial Tab on Facebook

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

Customizations on Twitter

Achieving uniform look and conveying common branding across social media platforms

Stage II

AwarenessInforming people about various events and

offers from ITC - WG

Leveraging Social Media Releases

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

Creating Buzz around Welcomcuisine

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

Creating excitement around special food-led events

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

they would visit ITC – WG hotels!

Fuelling fans’ imagination with stunning visuals

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

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

Tapping into the power of Influencers

Engaged with top bloggers to experience ITC – WG hospitality and

write about it

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

Review of ITC Grand Central on Wild Junket

The post was retweeted by fans

Led readers back to ITC-WG website

Nellie highlights unique aspects of ITC - WG

Excellent reviews of the restaurants

Nellie brings alive ITC – WG hospitality for her readers

Highlights of the review

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

Highlights of the review

And goes on to give rave reviews on the spa

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

ITC – WG Pictures tweeted by Nellie registered over 1000 views

Stage III

EngagementEncouraging & incentivizing audiences to respond

Responding to and addressing customer queries and issues

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!

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

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!

Addressing queries on Facebook

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

Addressing queries on Twitter

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

Engaging with Customers on Twitter

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

recommendations

Stage IV

ParticipationParticipating in conversations online

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

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

Participating in Discussions

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

Results

Increase in Fans on Facebook

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

Exponential jump in interaction levels on Facebook

Nearly 600% increase in the interaction levels

Phenomenal growth on Twitter

Over 300% growth in the number of followers

Thank Youwww.windchimes.co.in