#luxurychat is an interactive Twitter discussion around luxury brands and social media in 140 characters or less. Every third Wednesday afternoon 2.30PM PST/5.30PM EST of the month. In case you missed #luxurychat, transcript of this month’s chat is available here.
July Guest Tweeter:
- @SimonFCooper | Simon Cooper
President of The Ritz-Carlton Hotel Company, L.L.C.
Established in 1983 with the purchase of The Ritz-Carlton, Boston and the rights to the name Ritz-Carlton. The management company has grown from one hotel to 72 hotels worldwide with plans for further expansion in Europe, Africa, Asia, the Middle East and the Americas.
- @LuxuryPRGal | Christine Kirk
- @EliteTravelGal | Stacy Small
- @LuxeTiffany | Tiffany Dowd
- @MissSmartFlyer | Erina Pindar
- @TierraFilhiol | Tierra Filhiol
- @leyla_a | Leyla Arsan
- @luxmextrvlchica | Melanie Schneider
Christine Kirk’s take on July’s 2010 #luxurychat is available on her blog, click here to check it out.
Great statistics out of July’s #luxurychat, click here.
A very special thank you to Allison Stitch (@RitzCarltonPR), Ritz Carlton’s Sr. Corporate Director of PR, for her assistance.
Some highlights from #luxurychat with @SimonFCooper:
On social media…
- What value do I see in social media? ENGAGEMENT!
- We don’t ever jump into things without first understanding the landscape and how to respect it and be respected in it
- We use all channels available and hope that we are seen to be not only an aspirational brand, but approachable too.
On responding to negative tweets…
- If someone takes the time to send us any kind of comment, we view that as an opportunity to review and improve.
- We handle those the same way we would handle a comment through any medium, we make direct contact with the guest.
On reaching new audience…
- Success from social media channels will mean more engaged current Ritz-Carlton customers & reaching new ones.
- We are always looking to introduce our brand to new audiences. Multi-generational, multi-cultural.
- We have an incredible young agency out of Boston who have taken us on a sharp learning curve through social media
@EliteTravelGal: to me, Facebook is for connecting to people you know, Twitter for connecting with those you want to know
On the Ritz Carlton “Gold Standard”…
- Luxury has always been about service. “The New Gold Standard” was read when we started.
On each property having its own Twitter and Facebook accounts…
- Each hotel is undergoing a digital mapping process which looks at how social will fit best for them.
- We have tested some individual hotel accounts but found consumers/tweeters found it easier to find us in one place
- I don’t believe in reacting to peer pressure to do things because the hotel next door are doing them. We like to do our homewor.
- We are a global company. Look at China as an example, mobile subcribers out number internet subscribers 3 to 1, it makes sense for us to look at a strategy for parts of Asia that may not include Twitter and FB at all
- What I like about Facebook is 70% of the users are outside of North America. As a global company, that is very important to us.
accessorywhore: Luxury is not only travel, it’s a lifestyle. Nice 2 see RitzCarlton keeping up w/ other lifestyle industry areas w/ SM channels.
@LUX4Good RItz Carlton Chicago has a blog. And it is a quite popular.
On ROI measurement…
- No. We have not measured ROI on social media yet. This is our first full year. We will certainly look at that next year.
- I will be curious about results! @ritzcarltonpr conducts audits of our digital footprint around globe. They’re very interesting.
@LuxuryPRGal: Because social media ROI takes TIME…waiting a year is ideal timing
On brands that does it right…
- I think the airlines are leading the way in social for the travel industry. Virgin comes to mind quickly.
- Louis Vuitton is an excellent example of a luxury brand that does it right.
@BabsSegal Check out Louis Vuitton’s “The Art of Travel” on Facebook — great example of luxury FB