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Campaign Spotlight,[object Object],28 April 2011,[object Object]
Campaign Spotlight Travel Conference, April 2011, Singapore
3,[object Object]
4,[object Object]
5,[object Object]
6,[object Object],REINFORCE LOYALTY,[object Object],Extend the brand experience ,[object Object]
7,[object Object],Fuel Brand Advocacy,[object Object],Engage fans online and let them amplify your message,[object Object]
8,[object Object],DRIVE TRIAL,[object Object],Activate local communities through social programs & hotel exclusives   ,[object Object]
Campaign Spotlight Travel Conference, April 2011, Singapore
10,[object Object]
W Taipei,[object Object],11,[object Object]
Awareness,[object Object],12,[object Object]
Engagement,[object Object],Miss W,[object Object],[object Object]
Miss W shares her unforgettable moments with her fans
…and her fans only13,[object Object]
Creative (Social Media Events),[object Object],Where in the world is W (Hiding)?,[object Object],What are they doing?,[object Object],[object Object]
Nov – Dec 2010
	More than 300 photos submissions	More than 1,500 fans in a month14,[object Object]
Creative,[object Object],15,[object Object]
Creative (Social Media Events),[object Object],W Welcomes Taiwan in 2011,[object Object],[object Object]
	Feb – Jun 2011
	Rooms were sold out on 11 Feb 	Added 350 fans in 10 days16,[object Object]
Creative,[object Object],17,[object Object]
18,[object Object]
Introducing Mr W.,[object Object],19,[object Object]
20,[object Object]
10 Ideas For Posts On Facebook Page,[object Object],21,[object Object],Link to guest comments from review sites,[object Object],1,[object Object],4,[object Object],2,[object Object],Keep a Social Calendar,[object Object],Surveys,[object Object],3,[object Object],5,[object Object],Lucky draws,[object Object],Photos,[object Object]
10 Ideas For Posts On Facebook Page,[object Object],22,[object Object],9,[object Object],9,[object Object],6,[object Object],Encourage your fans to post something personal,[object Object],Job Vacancies,[object Object],7,[object Object],Promote other businesses other than your own,[object Object],10,[object Object],8,[object Object],Hotel Promotions,[object Object],Short Videos,[object Object]
SPG Passport to a Free Weekend ,[object Object],23,[object Object]
Passport to A Free weekend,[object Object],Test,[object Object],Entice ,[object Object],Retain,[object Object],Worthy message,[object Object],Page 24,[object Object]
Passport to A Free weekend,[object Object],8 days of clues ,[object Object],One hotel a day,[object Object],First 5 fans to check-in,[object Object],Free weekend night at 920+ SPG hotels,[object Object]
Fans Engagement- Kaixin001.com,[object Object],"I am here for my Free Weekend passport photo",[object Object]
Hotels Celebrated,[object Object]
Member’s Story,[object Object],Scott from Tianjin,[object Object],Scott has been our SPG Gold member for over 5 years, he has stayed in almost all brands of Starwood hotels, and he also brought two heavenly beds home! He is a huge fan of Westin!,[object Object]
Member’s Story,[object Object],Mr. Yu from Beijing,[object Object],Mr.Yu went to Aloft Beijing Haidian only after the first clue was released, he said he felt Starwood will definitely promote the only Aloft in AP, and he got it right! He knows Starwood and our brands very well.,[object Object]
Local PR Exposure and Hotel Online Support ,[object Object]
Fan base grew to 2000+,[object Object],Page 31,[object Object]
Made For China Campaign,[object Object],32,[object Object],To promote our double-byte booking engine,[object Object]
Casting Call,[object Object],33,[object Object],Press Conference,[object Object],PR & Social Media,[object Object],Over RMB 2,600,000 ad value achieved,[object Object]
Massive Coverage,[object Object],34,[object Object]
Episode Launches,[object Object],35,[object Object],Launch of,[object Object],Episode 4,[object Object],Launch of Episode 1,[object Object],Launch of,[object Object],Episode 2,[object Object],Launch of,[object Object],Episode 3,[object Object],Watch and guess!,[object Object],The Westin Paris - Vendome,[object Object],Royal Orchid Sheraton Hotel Bangkok,[object Object],The Royal Hawaiian, A Luxury Collection Resort,[object Object]
Kaixin (http://www.kaixin001.com/xingyuantongxing),[object Object],36,[object Object],Fans: 1773,[object Object],Visits: 50525,[object Object]

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Campaign Spotlight Travel Conference, April 2011, Singapore

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Notas do Editor

  1. Fans not equal booking
  2. Viral online
  3. with the same quality customer service, guest outreach and marketing strategies
  4. Wall PostsPost once a day and prompt for responsesEncourage fans to post on pageFollow up on commentsAttach photosLimit length of postWrite in English and local language
  5. Where in the world is W(Hiding)?Contest: Upload a creative photo of anything that comes in W shape to W Taipei Facebook PageDuration: 11/10 ~12/8/2010 (Selection: 12/8 ~12/13/2011)Result: I. More than 300 photos applied. II. Driven more than 1,500 fans in one month.W Welcomes Taiwan in 2011Contest: Become a fan on W Taipei and get the chance to book W Taipei for only TWD2,011 per person ( 100 rooms only)Duration: 2/1~6/30/2011Result: rooms were sold out on 2/11/2011. Driven 350 fans in 10 days.
  6. Test consumers’ response for social media marketing in China
  7. Press release was distributed announcing SPG free weekends and the kaixin promotion with the exposure received from the press and online,