The document discusses a social media pilot program for the Interlaken Oct Hotel, highlighting the unique social media landscape in China, characterized by government censorship and the growth of home-grown platforms. It presents a SWOT analysis of the hotel's potential in leveraging social media to enhance customer engagement and drive revenue, emphasizing the need for strategic communication and resource investment. The hotel aims to be a pioneering local brand in social media use, fostering relationships with customers through interactive dialogue and diverse platforms.

1. Social Media Pilot Program The Interlaken OCT Hotel By: Mauricio Romero G.

2. What is Social Media?? “ Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue”

3. Social Media in China The same but different! The Great Chinese Firewall (’06 – ’08) Internet Censorship Out of the Top 100 worldwide websites, 12 are currently blocked in mainland China Social Media eliminated?? NO!!! Flourishing of “home-grown”, stated approved sites Most intense in the world Way to engage differ from western platforms “ In China, more than in many countries, social media has become deeply integrated into people’s lives”

4. Social Media in China Plenty of Opportunities! The country's total Web population stands at 457 million and is expected to reach 500 million in 2015 U p to 92% of Chinese user use social media, only 76% in US M icro-blog users doubled to 100 million (past 4 months) 1bn mobile subscribers by 2013;

5. The Social Media Platforms

6. 1. Networking platforms

7. 2. Promoting Platforms

8. 3. Sharing Platforms

9. 4. Mobile Media

10. The Interlaken OCT Hotel SOCIAL MEDIA PILOT PROGRAM 2011

11. SWOT Analysis Internal factors External factors Company Background and support Quality and Variety of facilities Uniqueness of the property Media Channels - specialization Internet presence Not able to keep track of customers Company continuous development International Market New convention facilities in the area Government restrictions and policies Location T HREATS O PPORTUNITIES W EAKNESSES S TRENGTHS

12. Key drivers for success Facilities Channels Requirement Provide Information International Market Relationships

13. Mission To be a pioneer local brand in Social Media usage for delighting and connecting with future and existing customers. Global Objective To implement the use of Social media Channels and a variety of platforms for transmitting information purposes to existing and new market segments, in order to create and maintain a relationship that would increase revenue and the return business rate.

14. Strategies for Success Information Encourage to dialogue Follow the Communication Effect Pyramid: Awareness Interest Liking Desire Trial Repurchase Regular Use

15. Measuring Success Quantitative Data Web site Competitor’s web sites Social media channels Online mentions across different platforms Others Qualitative Data Surveys Listening to the online conversation

16. Social Media is NOT for FREE Manpower Top-notch landing pages Professional resources & Materials

17. Budget Proposal Staffing (2) Initial resources and Tools 10%

18. “ SOCIAL MEDIA IS THE TRAIN FOR THE FUTURE AND INNOVATION DON’T MISS IT!” Thank You!