Like eco-friendly light bulbs and stocking up on economy sized packages of paper towels at Costco, even before social media can make you money, they can inherently save you money. And when it comes to market research, social surveying can save brands time and money with significant and valid results from a substantial sample size to help better serve customers.
Such is the case for DoubleTree by Hilton, the socially savvy hotel chain known for its comprehensive social media training at each of its 250 international properties as well as last year’s social-centric nationwide Cookie CAREavan Tour. The brand is now using social media to identify how it can improve travel for guests and continue to deliver the DoubleTree by Hilton brand promises. Additionally, the brand is using this unique method to engage and further enhance their online community.
In support of DoubleTree by Hilton’s slogan “The little things mean everything,” the brand is asking guests to answer a few simple questions on a Facebook tab for the chance to win a tin of their signature chocolate chip cookies. The instant feedback allows DoubleTree by Hilton to get a true sense of how their community defines and experiences travel. The tab is being marketed via promoted tweets and Facebook ads to create a comprehensive campaign bridging all of the brand’s social media platforms in a way that benefits both brand and guest.
The mix of valuable feedback for the brand and a sweet prize for guests, as well as heightened awareness of both, is resulting in exponential growth in DoubleTree by Hilton’s online community. In ten days following the campaign’s start, the brand’s Facebook likes have grown more than 30 percent, Twitter followers have grown more than 15 percent and their weekly ‘People Talking About This’ metric (the brand’s Facebook engagement) has increased by more than 427 percent, now encompassing a staggering 14 percent of their total Facebook fan base.
To hear more about DoubleTree by Hilton’s “Little Things” initiative, follow along with the conversation on Twitter by searching #LittleThings or read the recent HubSpot article featuring the campaign, or fill out the survey for a chance at winning DoubleTree by Hilton cookies yourself.