groupe germain

Website:
http://www.groupegermain.com/en/
http://twitter.com/#!/hotelgermain

Pain:
Groupe Germain needed assistance implementing their social media strategy and associated monitoring tools and criteria to act as a benchmark for the management of thei digital campaigns for their multiple properties.  Having several properties in Canada across two brands, Le Germain and ALT hotels, with plans to grow in the immediate future, required a well thought out and scalable approach to content creation.

Solution:
The solution for Groupe Germain came in two phases.   Phase One was to put key performance indicators and measurement tools in place.  Phase Two was to oversee the implementation of a social media “hub” as an addition to their website and the implementation of a blog. In addition, we also helped roll out their Twitter efforts. It was important to have each of their seven properties making an active contribution to Twitter and blog posts so that the voice of the brand was truly coming from the front lines. After very careful consideration on the part of corporate marketing, the team decided to implement only Twitter for Le Germain and only Facebook for their other brand, ALT hotels. In doing this, the brands are able to effectively engage their target audience, while focusing on mastering one tool at a time.

Results:
Using a  target market persona developed for the brand was really helpful in creating a successful Twitter presence because Le Germain was able to quickly summarize and capture the tone of the engagements they were seeking.  A strong adherence to the implementation strategy we proposed led to a very successful conclusion of this project with each property managing their Twitter activity through Hootsuite, monitoring and assisted by corporate marketing. A comprehensive editorial calendar allows them to plan and effectively execute their blog strategy and keep things fresh and consistent.