converging guest experiences from across the web via a dynamic cover photo
Post on 17-Oct-2014
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Business Challenge: To celebrate the occasion of crossing One Lakh fans on Facebook in an interesting way while continuing to drive increased ROI for the brand & making sure more Fans on Facebook visited the hotelTRANSCRIPT
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Converging guest experiences from across the web onto Facebook via a dynamic cover photo
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To celebrate the occasion of crossing One Lakh fans on Facebook in an interesting way while continuing to drive increased ROI for the brand & making sure more Fans on Facebook visited the hotel
Business Challenge
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Increasingly decisions in the hospitality segment are based on reading other consumers perspectives. An evolved guest today goes to Tripadvisor,reads blogs & is impacted by feedback on Twitter. With Sahara Star having a great WOM the idea was to use it to our advantage.
The Insight
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The Facebook cover photo is a prominent branding opportunity.We designed a Facebook cover photo application which updated the cover photo dynamically with a new review from across the web after every 100 likes.
Our solution : Dynamic Facebook Cover Photo
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Tweets or a TripAdvisor review about the brand would appear in the cover photo, and the fans on the Facebook page would see this experience in their newsfeed. Also a dynamic countdown was included on the cover photo with every new guest experience on the cover.
Our solution : Dynamic Facebook Cover Photo
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There is always potential for negative feedback/reviews/spam on social media, so we had a Content Management System to choose the tweets/reviews that appeared on the cover photo, while also allowing constructive criticism.
Our response to one Twitter follower turned her criticism into a bravo, adding to the positive brand equity of Sahara Star.
From criticism to a bravo!
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On Twitter, a campaign called #1000Stars was run where the idea was to crowd-source reasons from Twitter followers for being at the hotel.
Our solution: Twitter #1000Stars
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• 34,647 check-ins currently on Facebook; one of the highest in the 5 star category
• This campaign itself got a reach of 342.6k with 1.8 million impressions by 770.8k users.
• Sahara Star derives a significant part of its revenue and customer interest from social media
Results
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