Hilton Social Video Case Study

Hilton Worldwide has teamed up with Knexus, the leader in cloud-based social engagement marketing tools, to launch a global social video initiative. Hilton is leading the way with social video in the Travel and Leisure industry, using Knexus technology to build profitable engagements and increase online conversion rates.

“One of the big challenges for Hilton Worldwide today is to embrace social media across the entire company — 10 brands and 3,500 hotels, all spread over 81 countries" said Surinder Phuller, Director eCommerce UK & Ireland at Hilton Worldwide. "By realizing the importance of video content, we combine the power of social media with video content to create engaging, trusted and believable videos or simply put - Social Videos.  This is an essential part of Hilton’s strategy to deliver customer engagement and increase sales. Knexus technology has been a key enabler to meeting our objectives".

Objectives

Hilton wanted to embrace video and social media to achieve commercial marketing objectives including:

• Harness the power of social media and video on their hotel sites
• Communicate in a more trusted way
• Create User Generated Content (UGC) video to get hotel news & insights into the market more quickly and economically
• Maximize the reach and impact of their content across brand websites, Facebook, YouTube, Trip Advisor etc
• Increase online booking for hotel rooms, F&B, events etc

Solution

• Knexus provided an easy, simple & yet powerful technology solution using its cloud based Social Content Widget
• The solution helps Hilton quickly combine its video content with tailored social interactions (e.g. consumers ask questions, post recommendations & share content on social networks) & calls to action, to monetise its video content (e.g. online room bookings)
• Hilton's marketing and ecommerce teams globally use Knexus tools via a secure engagement console to generate & syndicate video across its hotel sites, social networks & beyond. The performance of the social content can then be dynamically optimized from within the engagement console
• Powerful analytics provides real time analysis on content popularity, engagement statistics, syndication tracking and attention span to evaluate ROI
• In addition to the technology solution, Knexus professional services team supported Hilton Worldwide to define & execute a global plan for creating & profiting from social content

Results

Hilton Worldwide profits from social content via:

• Enhanced customer engagement with the ability to share reviews, explore product recommendations and interact with other peers
• Improved site traffic, more effective SEO and stronger social engagement on the hotel sites
• Increased restaurant, spa & other ancilliary product awareness from Hilton hotel sites using special offers & competitions

Take a look at some live examples of the Social Video Widget deployed by Hilton:

London Hilton on Park Lane - www.parklanehilton.com
Hilton New York - www.newyorkhiltonhotel.com
DoubleTree Cambridge - www.doubletreecambridge.com
London Waldorf - www.waldorfhilton.co.uk