A social media case study by Windchimes Communications that highlight how India's leading hospitality brand ITC WelcomGroup used social media to engage with its guests - existing and potential - in the online space.
Engaged with top bloggers to experience ITC – WG hospitality and write about it
International Influencer Engagement Engaged with Nellie Huang, one of the world’s top travel bloggers, to stay at ITC – WG properties during her visit to India, garnering major international publicity in the process
Review of ITC Grand Central on Wild Junket The post was retweeted by fans Led readers back to ITC-WG website
Nellie highlights unique aspects of ITC - WG Excellent reviews of the restaurants
Nellie brings alive ITC – WG hospitality for her readers
Highlights of the review Nellie writes about the highlights of the properties visited by her – the architecture…
Highlights of the review And goes on to give rave reviews on the spa
Nellie Huang, top travel blogger with 4500 followers tweets about ITC-WG! Recommended restaurants at ITC-WG Praised the hospitality shown by the hotel Exchanged tweets about ITC-WG with fellow tweeple
ITC – WG Pictures tweeted by Nellie registered over 1000 views
Stage III Engagement Encouraging & incentivizing audiences to respond Responding to and addressing customer queries and issues
Contests to drive the popularity of events held at ITC-Welcomgroup Hotels The contest was built around the idea that users first had to ‘like’ the page to register & also spread the word by tagging ITC - WG in their entries Contest received over 70 entries in a week!
Using Polls on Facebook Poll on Favorite Luxury Collection Hotel drew 242 votes Users were asked to tag their favorite hotel in a photo album
Customized Application to reinforce the connect between ITC – WG & its green initiatives The results when published gave out the ITC low carbon footprint message 400 users of the application!
Addressing queries on Facebook Facebook Fans now regularly ask queries regarding services and events of ITC-WG
Addressing queries on Twitter Users regularly tweet queries which are answered immediately providing for enhanced customer experience
Engaging with Customers on Twitter Searching for users talking about ITC-Welcomgroup & then engaging with them to learn about their experiences & give recommendations
Stage IV Participation Participating in conversations online
Participating in conversations with guests over Twitter ITC – WG guests on Twitter, impressed that ITC-WG is using social media to converse with its guests
Establishing the connect between online presence & actual experiences at the hotels Engaged with an international guest tweeting about ITC-WG, & followed it up with a special welcome for him the next time he checked in Converting a guest into a brand loyalist
Participating in Discussions Took part in relevant conversations and informed interested travellers about options available at ITC - WG