4bidden

1. Εργαστήριο
διαφήμισης και
δημοσίων σχζσεων
Τμήμα Επικοινωνίας Μέσων και
Πολιτισμού
Πάντειο Πανεπιστήμιο
Μάθημα: Social Media και
επιχειρηματικότητα

2. "How a company effectively used
twitter for business”
Travel – Tourism
Case study: Hilton Hotels

3.  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

4. company + Twitter
 Direct contact with the costumers
 Easy way to make reservations
 Competitions / prizes
 Shows offers for specific locations

5. 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

6. 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.

7. The results
The company has gained:
A huge numbers of tweets and retweets
plus 33.879 followers

8. 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

9. 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

10. 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

11. Hilton Hotels managed to come closer with
their costumers and offer to them different
services depending on their needs, while
expanding their target group.

12. 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

13. 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

14. 4bidden
Αλεξιάδου Δάφνθ @DaphneAlex2
Αλιβιηάτου Αλεξάνδρα @ΑΑlivizatou
Τςοφφθ Χριςτιάνα @ChristiannaTs

15. Teachers
Γιαννακζασ Γιώργοσ
Δοξαράσ Ιωάννθσ
Νεκτάριοσ Συλιγαρδάκθσ
Λιδα Τςενζ- ςυντονίςτρια
Μπζτυ Τςαγκαρζςτου υπεφκυνθ εργαςτθρίου