An article in 4Hoteliers.com listed the five most effective hotel social media initiatives in the last year which “helped social-savvy guests stay more connected to their favorite brands.”
1) Ritz-Carlton on Foursquare: a concierge campaign that gave tips, ideas and recommendations on things to do at the destination where the hotel is located right on the guest’s smartphone.
2) InterContinental Hotel Group iPad apps: Guests can access concierge-type information from in hotel iPads and/or use free iPhone booking apps for all its brands.
3) Four Seasons’ in-room networks and city chats: Each month, a different hotel concierge within the luxury chain hosts a twitter chat giving guests and potential future travellers a chance to get learn more about a specific Four Seasons’ property and destination.
4) Renaissance Navigator Program gives hotel guests inside access to the destination’s local haunts, as seen and frequented by people who live in that location onto iPads, iPhones and PDA’s. Through technology, guests can “track their paths and get further information on-the-go as they chart their navigation through new cities via their handheld device, and tweet the hotel and the Renaissance team for information on the go.”
5) Guest reviews on hotel websites such as Starwood and Marriott allows guests to write comments regarding their stay directly onto hotel-managed sites. This gave guests the opportunity to post “the good, bad and the ugly” about their experience in a way really unseen until now except on sites like TripAdvisor.
No one who follows media would doubt that stars like Eminem, Lady Gaga or Kim Kardashian are “brands” in their own right. Besides wanting to reach out to their fan base, these celebrities are regularly using Facebook and Twitter to market recently released albums, products or promote television appearances and movies. To this end, Forbes Magazine has compiled a list of the top “Social Networking Superstars” that uses a ranking criteria that rates “tweets” more heavily than FB fans or followers. Typical lists of the most social-network loving stars usually focus solely on Twitter followers or FB Fans.
In first place is Justin Bieber with 15.4 million Twitter followers, 12,537 tweets and 38.2 million FB fans. Khloe Kardashian comes in second place (with her sister, Kim, surprisingly four spaces behind her in ranking) with 5.4 Twitter followers, over 24,000 tweets and 4.3 million FB fans. Lady Gaga ranks in third place and has reached out to her fans (referred to affectionately by the pop star as “little monsters”) through 1,168 tweets. She also has 17 million Twitter followers and 45.7 million FB fans. In fourth and fifth place are Rihanna and Katy Perry, respectively.
Oscar de la Renta has launched another store through 8thBridge, an online company that helps merchandisers expand their customer base through Facebook, according to Examiner.com. Four colored enamel bangles with quotes from the lauded designer that were shown at fashion shows earlier this month will be exclusively featured on the site. One can access and purchase the bangle bracelets by clicking on the Facebook shopping tab.
Dominican Republic-born de la Renta launched its first store with 8thBridge last month and sold perfume exclusively through Facebook.
According to the article, 8thBridge was founded in 2008 and has worked with 1-800-Flowers.com, Brooks Brothers and Hallmark.
Posted in Facebook
Yesterday’s Forbes had an interesting article on how Virgin America Airlines used social media to personally contact every single customer that complained on Facebook and Twitter about problems making seat assignments, and changing and cancelling flights on VAA’s website. Technical glitches affected the website when the company upgraded to a new Sabre reservation system in late October.
In addition, Virgin America supposedly did not edit or take down any negative comments posted on its’ Facebook page and sent each dissatisfied customer who vented their frustrations on Twitter a personally crafted response rather than a generic reply.
Virgin America now has 285,000 Twitter followers, according to the article.
The BMW i8. Coming to a social media site near you.
The BMW brand is once again doing some cutting edge social media work directed toward the “tech class,” a demo that it considers to be key group. The car maker is running an iAd campaign that will run on Apple devices in Europe. The campaign will use the computing power of the devices to produce commercials with 3D graphics and virtual words. The BMW i3 and i8 are the main focus of the campaign. In addition to Facebook and Twitter, the campaign will also include Foursquare and the social-news site Mashable.
Reckitt Benckiser USA, the manufacturer of Clearsil as well as Calgon, Clearasil, Finish, French’s, Lysol and Woolite, is launching an ambitious $30 million branding campaign for Clearasil PerfectaWash. The social media campaign has more in common with product launches for consumer electronics like phones, games and computers than it does with initiatives focused on pharmaceuticals. Reckitt Benckiser’s advertising agency Euro RSCG Worldwide acknowledges that they could a page out of the Apple playbook for the campaign. Elements of the campaign include Facebook page, QR codes and the mailing of free samples to relevant bloggers. Other elements include video clips to be displayed on buildings in eight cities and a concert this weekend in LA by singer JoJo.
The friendly skies might be getting a little bit too friendly!
KLM has long been known as a pioneer in social media, and its quirky branding campaigns have garnered lots of earned media. Now, there’s a campaign that might not go over quite as well. Early next year, KLM will be launching a “seat and meet” program that will allow flyers to check the Facebook and Linkedin profiles of others on the same flight and to choose a seat next to them. There is definitely a best case scenario, but the worst case scenario is listening to a sales pitch all the way to Amsterdam.
Read more in USA Today.