How do Four Seasons Hotels conduct social media marketing?

Although it is often impossible to measure the direct impact of these practices on sales, marketers need to interact with the audience through some dialogues extending from online to offline, so that they can immerse themselves in the brand experience and convince them of the authenticity of the brand. Elizabeth Pizzinato, senior vice president of marketing and communication of Four Seasons Hotels Group, said: Everything is inseparable from personalized service. Although this hot word has been mentioned too frequently now, it is really what people want. She said that if consumers communicate with you, whether they contact you through mobile channels, social media or fax, you need to understand personalized service and use it as your marketing tool. Luxury Roundtable: The 20 13 conference on luxury goods was held by Luxury Daily, a luxury marketing information platform. New identity Four Seasons Hotel Group has become a brand that tells stories through digital channels. It uses this new role to overcome economic uncertainty and reach a large audience around the world. Since 2009, Four Seasons Hotel Group began to build its own brand on social media platform. Also in 2009, consumers began to expect brands to interact with them at any time within 24 hours a day. For many brands, the money they have been spending on advertising is now spent on digital advertising and interacting with consumers through digital channels. Piznato of Four Seasons Hotels Group said: We are absorbing some tiny interesting information because we don't have much time to look at the massive content. Although the target audience of luxury brand marketers has undergone the above changes, the same thing is that the recommendation information from relatives and friends can boost the sales performance of the brand. Pizzinato believes that the above recommendation information is the most powerful factor to urge consumers to book tourism products, which is reflected in the current number of review websites. Consumers with higher incomes like social media, so they won't stay in hotels without any online comments. After looking forward to the future development and thinking about the coming trend, Four Seasons Hotel Group has formulated the strategy of telling stories through digital channels. Many marketers of luxury brands are in the same field, so what Four Seasons Hotels Group hopes to do in the field of luxury brands is to help consumers make decisions. Content Strategy Four Seasons Hotel Group focuses on six pillars to form its content strategy, which extends from the group level to its hotel level. First of all, the brand gives the task of content management to a separate department, which has a central team to provide content to all digital communication channels. The website of Four Seasons Hotel Group is the foundation of its digital strategy and the channel for consumers to know and visit. At the same time, the channel allows users to browse the online magazines provided by Four Seasons Hotels Group with fresh content and aimed at various specific categories. Part of Four Seasons Hotel Group's content strategy is to use users to generate content, and the other part is to provide fascinating experiences through online and offline channels. The above two practices run through the whole content strategy, because consumers will interact with brands in different activities (such as virtual wine tasting). Four Seasons Hotels Group held a wine tasting with the help of Twitter, which was hosted by bartenders in five hotels. Pizzinato said that the wine tasting will provide consumers with an integrated professional experience in an interactive way. In addition, Four Seasons Hotels Group held a Twitter event (including a virtual wine tasting) in the participating hotels. Four Seasons Hotel Group uses its content strategy in two other ways: having a clear point of view and maintaining individuality. Four Seasons Hotel Group has a clear view on content strategy, one of which is to find new distribution channels to make products reach a wider audience, which is similar to the practice of content publishers. If consumers do not find the Four Seasons Hotel brand through online channels, it may mean that the brand cannot reach these consumers. Therefore, Four Seasons Hotels not only publishes its magazines through print channels and online channels, but also uses magazine application Zinio and social magazine application Flipboard. The brand's suggestions on wedding planning have attracted a lot of attention, especially in building brand personality and enhancing consumer interaction. Four Seasons Hotel Group has carried out a special project, opening special Twitter and Pinterest accounts to provide consumers with professional advice from hotel staff and stories shared by brides who hold weddings at Four Seasons Hotel. The cooperation between brands can make brands highlight their individuality. In fact, Four Seasons Hotel Group will cooperate with different brands (such as fashion brand Marchesa) on wedding theme this spring.