Online Class Notes (Whitney) [W]
Vocabulary
Influencer: KOL
Peak Season: a busy time cos of festivities etc.
Christmas etc.
Writing exercise
- There will be a decrease in business travellers staying at the Shangri La’s during winter. Our challenge is to encourage guests to book Shangri-La’s winter experiential package.
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From the Baidu Index, the users who search Shangri-La Hotel would also consider other five-star hotels, so we selected the Four Seasons, Hilton, and Ritz Carlton as Shangri-La’s competition.
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With the exception of the Four Seasons Hotel, the year-round spending of other competitors has increased compared with last year.
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Ritz-Carlton’s has a lot of media spending on iQiyi’s platform.
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Within 2018, Ritz-Carlton’s has a lot of media spending on iQiyi’s platform.
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Ritz-Carlton invited some fashion influencers, such as “时尚芭莎”“巴黎威威森” to increase hotel publicity on Weibo.
Ritz-Carlton also invited other well-known influencers to write articles to promote the hotel on WeChat.
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Hilton invited “新浪酒店” to boost their popularity on Weibo.
Even though the hotel engaged a few minor influencers to write articles for them, it did little to build their brand awareness or advertising promotion. All in all, their social media presence is unsatisfactory.
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Social media helped to spread word of mouth. They also engaged a small group of minor influences to push their online presence.
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Focus on digital marketing, with an emphasis on video platforms with the support of advertising and information feeds.
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Create authentic content that carries genuine messaging that will drive target market’s brand awareness
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