Marketing Singtom ResortsWith Twitter

‘BREVITY IS BRILLIANCE’

Introduction Engagement is a core means for Marketing. In my previous report on using

Twitter as a social marketing tool ,I have established on the why part of it; as in why is it required, in this report I would be establishing the how part, as in to find ways to where we can create brand marketing for Singtom on Twitter. Since Twitter is free networking site there is no upfront budget to be considered. This presentation solely goes on Image Management

To begin with on the pathway to brand marketing, from my research I have learned that all major brands pick up on ‘Personalizing the Brand'; that is creating an human image to connect with a brand. It is an important factor as in helps create an emotional bond with your customers.

To understand the point cohesively its important for us to know What Brand Does Singtom Portray? This is essential as it sets a tone and voice for promoting Singtom on Twitter.

According to my understanding , Singtom shows off a great persona of class, serenity and one with nature image.

The reason would be its British Architecture and Scenic Landscape instantly give Singtom its personality.

Working with Twitter First Things First to build a network on Twitter for Singtom we need to

follow the basic rules:o PROFILINGo SETTING UP A VOICE AND TONE FOR SINGTOM AS A MARKETING

STRATEGYo CREATING A NETWORKo ANALYZING AND TESTING OUTPUT o AND FINALLY,ENGAGING AND CONNECTING

Building a proper and complete profile for Singtom would be the basic job to start off, again this would depend on which personality we want Singtom to depict.

o Starting with the Cover photo and Profile image ,to the basic details about the resort.o Adding webpage link of Singtom Resorts(www.singtomresorts.com), that would

allow full public access to check out the amenities and services Singtom offers.o Adding videos, great photos of the hotel as well as the surrounding landscape as a

part of the Photo Gallery and album.

Setting up a Voice and Tone for Singtom is important as without that there would be no posting strategy, if we are to humanize Singtom as a brand, we need to give a message format according to which tweets promoting the brand would follow.

o With this accordance a Posting Strategy would track simultaneously that would allow us to tweet at peak hours during the day to create maximum tweet impressions.

Creating up a Network, the whole mechanics of twitter moves on following and connecting with people.

o For Singtom we can create an instant base by connecting with the people who have liked and followed our page on Facebook and also share accounts on Twitter.

o Secondly, we can follow and connect with people in the hospitality sector ,bloggers or people who share a business relation with Singtom.

o This would be essential in fulfilling User Generated Content aspect for Singtom on Twitter, and it also maximizes our reach globally.

Analyzing and Testing Output –There are many available analytical tools available for businesses who use social media for branding and marketing. One such is Buffer analytics(www.bufferapp.com) it shows the breakdown of in the area of views,shares,and clicks on any given social networking site over a period of time and how much impressions it has created for a business on the popularity index.

o This would help assess the social media content on Twitter as well as we can test and learn from there. After two weeks or a month of sharing content we can find out how have the posts performed, as well try out new things and ultimately learn what we should do to move along to promote Singtom.

o Another tool which can be useful to us in this regard is Mention (www.mention.net); it tells you how many times you have been mentioned online and you can custom base your search to a particular social network.

Engaging and Connecting ,lastly it is important to get in and engage in conversations with the people we follow and who follow us. To keep up a social image for Singtom we need to follow up conversations when someone talks about us or get ourselves engaged in things that are trending on Twitter.

o Efficient use of Hashtags# to start up a conversations or to build a community or campaign for Singtom as #SingtomLivingtheDream can be a good head start to gear into Twitter as a novice.

o Also Direct Messaging our followers or people we follow to click our links or like our pages would be helpful in boosting up connectivity for Singtom.

Statistics To understand How Twitter Works:

The Demographic break-up for Twitter on a recent survey shows that what target audience follow twitter on a regular basis-

With women dominating on Twitter usage, and Age group following on Twitter maximum being around 18-29 yrs.

This is important as it tells us what kind of posts and topics can Singtom follow to connect with our followers on Twitter.

Twitter shows that Photos have the greatest effect on Retweets.Photos -35 %Videos -28% Quotes - 19% Digits- 17% Hashtags - 16%

Examples of Hotels and their Marketing Strategy on Twitter Hilton Hotels Marketing Team believes in exceptional customer service.

“Our brand promise is to ensure every guest feels cared for, valued and respected, and our social media channels are an extension of this promise,” says Andrew Flack, VP of global brand marketing for Hilton Hotels & Resorts.

“Our strategy for managing guest feedback includes four main goals: listen, respond, resolve and implement. We have teams in place who closely monitor our brand social channels 24 hours a day to ensure that issues are acknowledged and addressed”, the team is so dedicated to this strategy that earlier they have created a Twitter handle, @HiltonHelp, solely to help its guest assistance team respond to guest inquiries and concerns.

The brand feels that by nurturing these online networks they foster a sense of loyalty with their customers.

Marriott International’s Marriott Hotels & Resorts brand found that social media is one of the most effective ways to engage with Generation-X and Generation-Y travelers, ‘We have a straightforward social media strategy: To become a forum for dialogue and be more relevant to Gen-X and Gen-Y travelers’, believes Michael Dail, VP of global brand marketing for Marriott Hotels & Resorts.

By speaking in a unique, non-corporate way, the brand’s marketing team feels they have become more honest, transparent and ultimately more engaging, he said. “Social platforms and brand voice are all tailored in a conversational, edgy and humorous tone.”But that doesn’t mean the brand isn’t using social media to address more serious matters.

They actively monitor the page 7 days a week and incorporate 3 detailed, meticulous sweeps on every comment on a daily basis. Moreover they aim to acknowledge the majority of posts and resolve any negative issues within (a) six- to 12-hour timeframe depending on the nature and severity of the issue.

Conclusion: It’s not Content that wins pointers in Social Media but it is Optimized

Content promoting any brand that scores. For Singtom Resorts to create a base on Twitter , we should ‘Think Globally

and Act Locally’ ,if I can term it correctly; we should explore the networking field ,look and learn from the Twitter pages of the different Hotels and Resorts; and then accordingly, start up our Twitter Venture.

Now there are no formulas to success , and starting off to Twitter can be overwhelming along-with fun, hence it is safe to start off with a blueprint on how to manage the page and at the same time gather attention to it

Once we are ready, we can understand and develop on campaigns to further promote Singtom Resorts.

From my understanding I have in this presentation tried to give an outline on How to Work with Twitter on Singtom, I hope it has take into account the major criteria's in planning a marketing strategy.