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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
MOBILE
Launching special applications on smartphone, android, Iphone
CUSTOMER DIGITAL
ASSISTANCE WITH PINTEREST
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