How Four Seasons Hotels conduct social media marketing

Although it is often impossible to measure the actual direct impact of these practices on sales, marketers need to interact with their audiences through conversations that extend from online to offline. In order to immerse them in the brand experience and convince them of the authenticity of the brand

Elizabeth Pizzinato, senior vice president of marketing and communications of Four Seasons Hotel Group, said: Everything is inseparable from personalized service, although now It’s a buzzword that gets thrown around too often, but it’s something people want.

To reach you, you need to understand personalization and use it as your marketing tool

New identity Four Seasons Hotels and Resorts leverages this new role as a storytelling brand in digital channels to Overcoming economic uncertainty and reaching a large global audience

Since 2009, Four Seasons Hotels and Resorts has been building its brand presence on social media platforms

It was also In 2009, consumers began to expect brands to interact with them at any time, 24 hours a day

For many brands, the money they had historically invested in advertising is now being spent on digital advertising and Consumer interaction on digital channels

Four Seasons Hotel Group's Pizzinato said: "We are absorbing some small and interesting information because we don't have much time to view a huge amount of content

Although The target audience of luxury brand marketers has undergone the above-mentioned changes, but one thing that remains unchanged is that recommendation information from friends and family can boost the brand’s sales performance

According to Pizzinato, the above-mentioned recommendation information is to promote consumption The most powerful factor in travelers booking travel products, and the current number of review sites reflects this

Consumers with higher income levels like social media, so they will not stay in a hotel without any online Hotel review content

After looking ahead to future developments and thinking about upcoming trends, Four Seasons Hotels and Resorts has developed a strategy for storytelling in digital channels

Many luxury brand marketing People are all in the same field, so what Four Seasons Hotels and Resorts wants to do in the luxury brand space is help consumers make decisions

Content Strategy Four Seasons Hotels and Resorts focuses on six pillars to shape its content strategy. A strategy that extends from the group level to the level of each of its hotels

First, the brand hands over the task of content management to a separate department, which has a central team to communicate content to all digital communication channels

Four Seasons Hotels and Resorts’ website is the foundation of its digital strategy. It is the channel consumers know about and visit.

At the same time, this channel allows users to browse Four Seasons Hotels and Resorts. An online magazine offering fresh and category-specific content

Part of Four Seasons Hotel Group's content strategy is leveraging user-generated content, and part of it is delivering engaging experiences across online and offline channels

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The above two approaches are used throughout the entire content strategy, as consumers interact with the brand during different activities (such as virtual wine tastings)

Four Seasons Hotels Group uses Twitter to host wine tastings , hosted by bartenders from five hotels

Pizzinato said that the wine tasting provided consumers with an integrated and professional experience in an interactive way

In addition, the Four Seasons Hotel The group hosted simultaneous tweet-ups (including virtual wine tastings) at participating hotels

Two other ways Four Seasons Hotels and Resorts leverages its content strategy is to have a strong point of view and maintain personality

Four Seasons Hotel Group has a clear view on content strategy, one of which is to find new distribution channels to allow products to reach a wider audience, which is similar to what content publishers do

If consumers do not have online channels Finding the Four Seasons brand, this may mean that the brand cannot reach these consumers

So Four Seasons Hotels and Resorts not only distributes its magazine through print channels and online channels, it also leverages magazine app Zinio and social magazines Apply Flipboard

This brand offers advice on wedding planning

The method has attracted a lot of attention, especially in terms of building brand personality and improving consumer interaction

Four Seasons Hotel Group has carried out a special planning and opened dedicated Twitter and Pinterest accounts to provide consumers with information from Professional advice from hotel staff and stories shared by brides who held their weddings at Four Seasons Hotels

Collaborations between brands allow brands to highlight their personality. In fact, Four Seasons Hotels and Resorts will collaborate with different brands such as fashion brands Marchesa to collaborate on this spring’s wedding feature