Published on March 10, 2014
PowerPoint Presentation: Hosted by: Conference partners: Social Media Optimization on Luxury Hospitality: a case study Mandarin Oriental Prof . Giuseppe Di Donna Paul Social Media Optimization on Luxury Hospitality: a case study Mandarin Oriental: Social Media Optimization on Luxury Hospitality: a case study Mandarin Oriental Prof. Giuseppe Di Donna Faculty of Integrated Marketing Communications, Les Roches & University of applied sciences – Les Roches Gruyere , Valais , Switzerland , EU. Luxury: Luxury “ My luxury is a very personal revelation about one ’s secret dreams , something rare, highly emotional but not inaccessible , if only people oad the courage or will to do it ”. Kapferer J.N. , Bastien V. (2012) Hospitality: Hospitality “The purpose of a business is to create and maintain profitable customers . Customer satisfaction leading to profit is the central goal of hospitality marketing”. Kotler P., Bowen J.T. , Makens J.C. (2010) The big difference of hospitality industry is that here it dosen ’t move the products , but the customers . Luxury in Hospitality: Luxury in Hospitality “A luxury object is always accompanied by a service or is even the expression of it . Going even further , this means that a luxury product becomes a complete, holistic “ experience ”, lived in a multisensory manner over time by the client”. Kapferer J.N. , Bastien V. (2012) The Communication in Luxury Hospitality: The Communication in Luxury Hospitality “ Luxury and communication are of the same essence , since one of luxury ’s two fundamental roles , that of recreating social stratification , is pure communication . Moreover , luxury is a transmitter of taste”. Kapferer J.N. , Bastien V. (2012) Social Media in Hospitality: Social Media in Hospitality “ Instead , as in any other marketing endeavor , companies participating in Web communities must learn how to add value for consumers to capture value in return (e.g. monitoring the reviews of your hotel or restaurant ) …Listening to the conversation customers are having about your operation can provide valuable information –and free marketing intelligence!”. Kotler , P., Bowen, J., Makens , J. (2014) Metodology: Metodology This research is based on secondary data and it takes inspiration by the methodology of Creswell J. W. Following the format for a qualitative proposal the first step is: Statement of the problem Purpose of the study and how study will be delimited. The researcher’s role Creswell J.W., (2009) Research Design: Qualitative, Quantitative and Mixed Methods Approaches , 3rd edition, Thousand Oaks, CA: Los Angeles, Sage pag . 74-75 Mandarin Oriental: Mandarin Oriental Mandarin Oriental Hotel Group is the award winning owner and operator of some of the most luxurious hotels, resorts and residences located in prime destinations around the world. ©2013 Mandarin Oriental Hotel Group MO - Facebook: MO - Facebook The style of communication here is “infotainment ”. Luxury fun. MO - Twitter: MO - Twitter The MO twitter page is colorful and full of beautiful images. The characteristic of twitter forces MO of improving images and to limit the text. MO - YouTube: MO - YouTube . There are also many videos on the MO fans and about the “making of” related to the fan advertising campaign. There is space also for some MO charity activities, and moreover corporate activities (i.e. events). They provide space also for some selected hotels. MO – Flickr: MO – Flickr The main difference related of Instagram is that this social media is completely full of pictures. It seems that the quantity is absolutely more than Instagram. Again, the big difference on Flickr is that here, all the pictures are from professional photographers. MO - Instagram: MO - Instagram Also for Instagram I could repeat the same concepts above for Flickr. The two social media are in competition and the concept of communication is very similar. Again the quality of the image is very good, they are the same images of Flickr, but the graphic of Instagram is a little more “social”. MO - Pinterest: MO - Pinterest This social media has a focus on images. And MO puts inside a lot of very professional images. They put absolutely more contents here than in the YouTube channel, i.e. there is more attention to all targets and activities like honeymooners, children, cuisine, seasons, SPA, etc. MO – Google +: MO – Google + The most interesting part is: Post. Here is possible to find a lot of news with a language, style and content between Facebook and Twitter. MO – Sine Weibo: MO – Sine Weibo This choice is very interesting. Weibo is the most important social media of China. This is the reason why, MO has decided to work on it. The number of new millionaires in China grows up every day. It’s a new target market, so the choice of include Weibo in the list of social media is mandatory. Conclusion: Conclusion Some conclusions related to this analysis : Luxury brands have decided to use social media Luxury brands in hospitality have discovered the great advantage of having a direct channel of communication with their customers , consumers , prospects , journalists , etc. Mandarin Oriental has decided that social media are a fondamental tool in the general strategy of communication Mandarin Oriental can be one of the best example for all the other brands of this sector .