CONNECT WITH US

Fairmont Hamilton Princess Social Media

Social Media

The PR Challenge

In February 2010, Troncossi took over the social media programme for The Fairmont Hamilton Princess in Bermuda. This includes Facebook, Twitter, YouTube and Flickr. The objectives for the programme were to add Fairmont content on YouTube, to increase and improve all social media posts and to build a strong community and relationships through social media platforms.

Strategy

  • Ask questions periodically to engage with fans and followers and to encourage them to upload content and deepen their relationship with the hotel and its staff.
  • Balance posts that appeal to those living in Bermuda and to potential visitors to Bermuda.
  • Link to the client’s or another website or have a video or photo attached to every post where a fan or follower could go to for further information
  • Use hashtags in tweets to broaden awareness of tweets with the aim of attracting new followers.
  • Tag other organizations and people in Facebook posts and mentioned other Twitter handles in order to cross-promote and give people online love.
  • Tag photos and videos with keywords on Flickr and YouTube, which helped to increase comments and sharing in the community.
  • Add images on Flickr to active groups, which allows for further engagement with people that have similar interests, e.g. martinis, hotel rooms, gingerbread houses, decorations.

Results

We have taken the hotel from 500 fans in February 2010 to 2,319 fans at the end of February 2011, an increase of 1,819 fans in 13 months. The Facebook fan page for The Fairmont Hamilton Princess is the second largest hotel Facebook page amongst Fairmont Hotels & Resorts globally. Troncossi has taken the hotel from 140 Twitter followers in February 2010 to 987 followers in February 2011, an increase of 847 followers in 13 months. There are now 200 items with 478 views on The Fairmont Hamilton Princess’s Flickr account. There have been 208 channel views and 1,470 upload views on the hotel’s YouTube account.

Overall, the social media programme has raised awareness of the hotel’s services, supported the PR programme and allowed for feedback on the hotel’s services and programmes. In 2010, the hotel hosted over 400 couples who had booked their anniversary package, which was heavily promoted on social media as well as through media relations. There was a significant increase (24 per cent) in leisure business.

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