Chapter 9 | Survival Stories: Marketing Case Studies

The best way to forge a new path is to hear from trailblazers. See how skills are used in action and what it takes to not just survive the wilderness, but thrive.

Hootsuite: AccorHotels Case Study | Originally published on hootsuite.com/resources/how-accorhotels-increased-reach-by-2x

How do you centralize and personalize the social media presence of hotel chains with over 4000 locations? AccorHotels knew that ignoring social media was not an option with most over 70% of consumers finding travel advice and inspiration on their social media accounts.

Their solution meant finding the right tool and being able to use it correctly. AccorHotels partners with Hootsuite to create The AccorHotels Social Desk. This centralized platform allowed their marketing team to:

• Train their social media marketers at their various locations
• Manage posts and messages from one central platform
• Monitor and respond to customers in real time
• Adjust previously made content to their location easily and quickly

With one tool, they not only were able to engage social media on a global level but keep the brand consistent in every way.

“AccorHotels has doubled their social media adoption across their hotels through training and inspirational content. This increased adoption and engagement has allowed them to grow their social following 4.5 to 10 million people. By monitoring requests and chatting with customers daily on social, customer satisfaction ratings are at an all-time high. Happy customers return to AccorHotels every day.” – AccorHotels

 

Popcorn: Vancouver Tourism Case Study | Originally published on http://www.gopopcorn.ca/case-study-pcma/

When it comes to events, things can get mundane. Social media channels have their own hashtag, quotes are retweeted, summary videos are made, and people leave with a handful of new business cards. So how do you elevate an experience? You can’t simply find a new technology to use—but rather find a new way to use what technology you have.

Popcorn helped cover PCMA Convening Leaders Conference in an annual event that brings together event planners from all over the world. The year it was hosted in Vancouver, Tourism Vancouver had a lot of pressure to take the event to a new level. Focused on social media management and attendee experience, Popcorn not only managed social media but actively searched out opportunities to personalize the experience in certain situations like sending a new pair of earrings to an attendee that lost hers during the conference.

“We grew Tourism Vancouver’s Twitter account by 200+ followers and their account had over 445 interactions with conference delegates in 3 days. The engagement rate on the tweets averaged 7%, which far exceeded their typical rate of 2%. On Instagram, we documented moments as they unfolded. This resulted in nearly 600 Likes and an average of 27 comments per photo during the 3 days.”

“PR for conferences is typically boring, with formulaic videos and social media that merely shares and retweets what attendees post. What made the PCMA Convening Leaders Vancouver campaign innovative is that they created an unusual (and adorable) video starring toddlers, and they used social media as a customer service tool, answering attendees’ questions and solving their problems.”