Viral videos or thousands of fans because will not guarantee sales if you cannot engage and build a relationship with your customers. However, engage your customer with original content and you will give them a reason to 'follow' you.

1. Campaign Spotlight 28 April 2011

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6. 6 REINFORCE LOYALTY Extend the brand experience

7. 7 Fuel Brand Advocacy Engage fans online and let them amplify your message

8. 8 DRIVE TRIAL Activate local communities through social programs & hotel exclusives

10. 10

11. W Taipei 11

12. Awareness 12

14. Miss W shares her unforgettable moments with her fans

15. …and her fans only13

17. Nov – Dec 2010

18. More than 300 photos submissions More than 1,500 fans in a month14

19. Creative 15

21. Feb – Jun 2011

22. Rooms were sold out on 11 Feb Added 350 fans in 10 days16

23. Creative 17

24. 18

25. Introducing Mr W. 19

26. 20

27. 10 Ideas For Posts On Facebook Page 21 Link to guest comments from review sites 1 4 2 Keep a Social Calendar Surveys 3 5 Lucky draws Photos

28. 10 Ideas For Posts On Facebook Page 22 9 9 6 Encourage your fans to post something personal Job Vacancies 7 Promote other businesses other than your own 10 8 Hotel Promotions Short Videos

29. SPG Passport to a Free Weekend 23

30. Passport to A Free weekend Test Entice Retain Worthy message Page 24

31. Passport to A Free weekend 8 days of clues One hotel a day First 5 fans to check-in Free weekend night at 920+ SPG hotels

32. Fans Engagement- Kaixin001.com "I am here for my Free Weekend passport photo"

33. Hotels Celebrated

34. Member’s Story Scott from Tianjin 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!

35. Member’s Story Mr. Yu from Beijing 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.

36. Local PR Exposure and Hotel Online Support

37. Fan base grew to 2000+ Page 31

38. Made For China Campaign 32 To promote our double-byte booking engine

39. Casting Call 33 Press Conference PR & Social Media Over RMB 2,600,000 ad value achieved

40. Massive Coverage 34

41. Episode Launches 35 Launch of Episode 4 Launch of Episode 1 Launch of Episode 2 Launch of Episode 3 Watch and guess! The Westin Paris - Vendome Royal Orchid Sheraton Hotel Bangkok The Royal Hawaiian, A Luxury Collection Resort

42. Kaixin (http://www.kaixin001.com/xingyuantongxing) 36 Fans: 1773 Visits: 50525

43. Weibo (http://t.sina.com.cn/xingyuantongxing) 37 Fans: 1659

44. Characters come to life off-screen 38

45. Starwoodmadeforchina.com 39 Episode 2 Episode 1

46. Starwoodmadeforchina.com 40 Episode 3

47. Join The Contest Page 3. 1. 2.

48. 42