Marketing Through Social Networks

Starwood hotels’ CRM program, Starwood Preferred Guest®, has utilized social networking websites and platforms in order to provide its guests a more interactive experience with the chain. The company has launched the hotel industry’s first mashup with the alignment of the corporation’s twitter account and google maps to allow its clients to describe their experiences at respective locations. The experiences are then pinpointed for perspective and current consumers to view by location segment at google maps. The company’s second offering of a social network to its potential and existing clientele is a Facebook application, SPG Tripshare, which allows its users to create online photo albums describing various vacation and travel experiences. The company’s final social network offering from Starwood Hotels allows its SPG customers the ability to view personal account balances, hotel amenities/services, and travel information at no fee through the use of an iPhone or iPod.

The use of social networking websites and platforms offers Starwood Hotels a competitive advantage over its rivals through a stronger interaction with its existing clients. The corporation has provided itself the aid of additional advertising tools which will allow for greater penetration of the industry’s market by attracting twitter, facebook, and iPhone/iPod users. The method in which Starwood Hotels is utilizing its social networks finally provides the entity a most cost effective method of exposure as the core maintenance of its programs is provided by its clientele. Starwood Hotels first mover advantage affords the company the ability to corner the social network website/platform market; however the firm must be sure to make the necessary improvements/modifications in its offerings to maintain its new market as competitors will attempt to capture its new/existing/potential clients.

Hotelnewsresource.com "Starwood Preferred Guest Launches New Twitter, Facebook, and iPhone Applications" Article