International

Social media strategy

ADV 892Final presentation

Yining Liu

Tells YouFounded by J. Willard Marriott in 1927 More than 3000 lodging, 68 countries and

territories

Marriott slogan： Thinking of you! Marriott culture – First people

Marriott sub-brands

SWOT Analysis

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many strong competitors

terrorist attack

S WO T

Goals

Goals

Integrate social media to promote brand

Brand preference and brand loyaltyTop 1

Culture and social responsibility

Facebook and Twitter

Link the promotion sites to Facebook, twitter and other social network cites

Like it

Tweet it

Blog and outreach

• Connect blog with other social network websites

•Link the blog to the endorsed celebrities• Blogger outreach

Youtube - brand channels

Build company brand for fans to followConnect the video to other social

websites and blogs

Google Adwords

Key words price hotel best hotel vacation package

Evaluation-metrics of success

Monitoring-Monitter-Google Alerts

Google Analytics

Youtubenumber views

Twitter followers

Facebook funs

Occupancy rates

Budget and Timeline

Budget

Timeline-A seasonal peak-promote on holiday-Need discount for offseason

&

Almost free