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THE FOUR SEASONS DIGITAL MEDIA
UNIVERSE
How well do they manage to create a special
digital customer relationship with new dynamic
tools?
Tiffany Blais
Laura Boglietti
Marie-Sophie Claude MBA2B
THE SOCIAL NETWORKS THEY COMMUNICATE WITH
A dynamic presence on a Facebook network newly redesigned
(arround 225000 fans)
Twitter use for specific campaign as the ‘Winter Spa Campaign’
– enhance customer engagement with real privileges touchpoints
Brand participation in luxury travel chat on twitter
Active presence on Weibo (China most popular social network)
with the lauching of an online magazine
COLLABORATIVE PLATFORMS
Strong presence on Google + to leverage its
unique capabilities and feature
Presence on Tumblr with aggregated hotel
facilities related content
SOCIAL VIDEO PLATFORM
Some highly currated contents on youtube
including world class surfing videos from its
property in the Maldives (videos views 280000)
BLOG AND MICROSITES
Four Seasons online magazine (
www.magazine.fourseasons.com) which features
unique content
The Have Family Will Travel Blog features real
stories from customers travelling
C U S T O M E R D I G I T A L A S S I S T A N C E W I T H P I N T E R E S T
An virtual conciergerie platform allowing users to
share interest, passions, hobbies through albums
Pin-Pack-Go invite user of Pinterest to
communicate directly with Four Season and benefits
from proffesional assitance towards their hotel
experience
CUSTOMER DECISION JOURNEY
A complex customer journey due to the many
interactive digital tools
OTA’s presence are here on this customer decision
journey only on a sale information purpose
Interesting hotel prices with the various OTA’s
FOUS SEASONS DIGITAL WORLD PROS:
A wide pannel of diversified strategic and dynamic
tool (social networks, video and collaborative
platforms, blog)
A tailored customer assistance on digital world
(Pin-Pack-Go, Pinterest)
Greater visibility with some innovative tools
(tumblr ) which make the brands stand out from
basic digital tools
FOUR SEASONS DIGITAL WORLD CONS:
Lack of creativity and investment contrary to its
competitors such as the W hotel ranked number 1 on
digital level performance
CONCLUSION
strong digital strategy using a huge range of social
community media
Real cohesion between the various digital tools which
make a real competitive asset
However the brand lost three ranks of the best
Hospitality brands, Four Seasons should think about being
a bit more creative and not renew their innovative
strategies most often