The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 7th Annual Shorty Awards

Best Use of Facebook Page

Entered in Facebook

About this entry

The Ritz-Carlton presence on Facebook is tied directly to the brand platform "Let Us Stay With You." The platform is the hub of The Ritz-Carlton consumer-focused social media activity. The Ritz-Carlton Hotel Company Facebook Page shares the locations, services, announcements, expertise and experience of The Ritz-Carlton with an audience of consumers before, during, and after their stay. The Page makes an emotional connection with consumers, evoking either a feeling of longing or a flood of positive memories of past indelible moments. Facebook provides a platform for brand evangelism where guests can share their memories with the brand and each other.

Why does this entry deserve to win?

The strategy of The Ritz-Carlton on Facebook is "Inspiring Life's Most Meaningful Journeys."

We anticipate the desires of future guests and post content that will help them to imagine the kind of experience they can expect upon arrival. Like helping brides plan their weddings, destination tips, albums devoted to global travel like "Discover The World," and experiential Club & Suite content meant to help them craft bespoke itineraries.

We help current guests by responding to their needs as a Social Concierge. That means connecting with all the properties in our global portfolio to assist a guest with their on-property needs or sharing their #RCMemories on our page.

And we encourage past guests to share their stories with us, and potential future guests, on our page. We help them to plan their next must-travel destination and develop a cooperative narrative that marries our expertise to their passions.

The primary content type posted to this platform is high impact photos, coupled with brief textual content that is optimized for consumption on a mobile device. The objective is to evoke memories from experiences at The Ritz-Carlton and to inspire new discoveries through luxury lifestyle content. Posts draw from topics ranging from suites, food & beverage, weddings topics relevant to our global affluent audience.

As applicable, we use the hashtag #RCMemories to inspire our guests to capture and share their stories, As appropriate, content on other brand-owned social assets (e.g. Pinterest, foursquare, YouTube) is linked to, from individual items posted to Facebook.

Results:

  • Follower count surpassed 500K in 2014 to targeted luxury consumers without loss of engagement or increase in churn rate
  • 1.3 Million+ Interactions in 2014.
  • Our 2014 post level engagement rate averaged 8.4% much higher than the rest of the brands in the Marriott portfolio
  • Our best promoted post was a video with a post level engagement rate of 14% and best performing organic post was a video for the ALS challenge with a post level engagement of 28.5%

Media

Entrant Company / Organization Name

The Ritz-Carlton Corporate Social Media Team & Pandemic Labs

Link