Social Media & Marketing Strategies

This assignment requires an in-depth analysis of the influence of social media on modern marketing strategies. Students must examine various case studies, including Hilton Worldwide Holdings Inc., and draw upon relevant academic research to understand how social media platforms shape brand equity creation, destination marketing, and overall marketing campaigns. The analysis should incorporate key concepts from influential works like Kaplan & Haenlein (2010), Bruhn et al. (2012), and Hays et al. (2013).

Business Integration
Project

ABSTRACT
Advancement in technology has helped the business to have direct interaction with
customers and in understanding the taste and preferences. Companies aim at understanding the
requirement of customers and to take up appropriate steps so that they are able to satisfy them. in
accordance with the present research is focused on Hilton hotel, UK that are facing issue of low
sales and one of the reason identified is lack of social media presence. From the research, it is
identified that employees should be provided with training so that they perform their roles in
appropriate manner and audio recordings and visually attractive post should be displayed so that
customers can be attracted.

Contents
ABSTRACT....................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Identify issues in the topic...............................................................................................................1
Clarification of the aims of the report with justification.................................................................2
Clarification of theoretical context..................................................................................................2
Summary of the current situation....................................................................................................5
Evaluation and Analysis..................................................................................................................5
Conclusion.......................................................................................................................................7
Recommendations............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Main focus of any firm is to gain maximum profit, this is only possible when
organizations are able to understand the need and requirements in appropriate manner. Further, it
is also identified that the taste and preferences of customers changes frequently. It is important
for the firm to conduct market research on frequent basis so that the preferences of service users
can be identified (Hays, Page and Buhalis, 2013). Moreover, all the customers to whom the
services and products are focused need to have appropriate understanding. When people are not
aware of the goods that are delivered by the business, then it has negative impact over the
business. There are different department that work together with common goal and that is to raise
the sales and profitability. It includes departments like marketing, operations, human resource,
finance, etc. Among these departments, marketing is responsible to make sure that all the
services and products that are delivered by the firm are conveyed and people develop positive
perception within their mind. With advancement in technology, there are social media that are
used by companies so that they are able to attract customers (Kaplan and Haenlein, 2010). To
conduct the research in appropriate manner, Hilton hotel, UK is taken into consideration. This is
one of the well-known companies and aims at delivering their customers with high quality
services. Cited firm is facing different type of issues and one of the main problem is due to high
competition. There are many companies that are deliver customers with similar type of products
and services. All these firms make use of strategies so that they are able to attract customers and
raise their sales. Main sources that are applied by companies are social media as it is one of the
effective tool for attract customers.
Identify issues in the topic
As stated above, there are different types of issues that are faced by Hilton hotel.
However, as per the current research focus is make on reduction in sales due to low involvement
of customers towards the services that are delivered by the firm (Berthon, Pitt and Shapiro, 2012.
It is important to have proper interaction with customers by making use of social media so that
people get to know the services and offers that are made by the firm. Further, the rate of
competition is high and so various strategies for promotion are done so that customers can be
attracted. There are certain set of expectations that people have before any purchase decision are
made. When all these requirements are satisfied only then they prefer to make purchase decisions
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or else they shift to other firms that deliver similar type of services and are able to satisfy their
requirements. In all the activities that are applied, it consists proper support from the side of
workers so that all the activities that are applied can be carried out in effective manner and so
that this is another type of issue in which employees need to perform in effective manner so that
all the business operations can be carried out in appropriate manner.
Clarification of the aims of the report with justification
Aim: To understand the use of social media in marketing department: A study on Hilton hotel,
UK.
Objectives:
 To understand the concept of social media.
 To analyse the importance of social media to Hilton hotel UK.
 To determine the strategies applied in social media by marketing department
 To recommend way to promote services delivered by Hilton hotel through social media.
How social media can be used to raise sales and profitability for Hilton Hotel, UK
Main focus of the research is carried out to focus on the strategies that are applied by the
cite firm so that strong customers base can be delivered. With the helpful of aim and objectives
that are set, it will be enable to overcome the issue that is faced by the organization of
competition and in developing strong relationship with service users.
Clarification of theoretical context
According to Whiting and Williams, (2013) there is various type of changes that has
taken place in relation with technology. These changes have helped the business to have direct
contact with customers. In this context, it includes Facebook, Twitter, etc. as major sources that
are helpful enough to understand the type of perception that is carried out by individuals. For
example, when any type of information is delivered by the firm on social media, then it enables
to focus know the views that are made by people. further, the type of offer that are made by the
firm is not appropriate as per view so people, then changes can be made for the services that are
delivered (Sigala, Christou and Gretzel, 2012). These are highly effective enough to have direct
interaction with customers and to provide proper information in relation with the offers that are
provided to them. In all these aspect it is important to have proper support from the side of
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workers as they are the face of organization as they are the one who have direct interaction with
customers. There are certain set of roles and responsibilities that has to be played by them. When
they fail to perform their role in effective manner, then it has negative impact over the business.
In marketing department, managers need to monitor their workers so all the issues that are faced
by them are identified and training is provided to them that can helps them to enhance their
performance level (Andzulis, Panagopoulos and Rapp, 2012). When talking about past years, it
was difficult for the business to understand the requirement and needs that are presented by the
people but with the advancement in technology and through social media, it has helped in
determining the requirements and to take up steps that help in satisfying all needs of people.
People prefer to make use of the services that are delivered to them at high quality and that also
with low price. However, there are some of the people whose preferences will be different. When
firm is able to understand these needs in appropriate manner, then it becomes favourable enough
for the firm to raise their sales and profitability.
As per Akar and Topçu, (2011) there social media is highly effective enough to focus on
the growth in positive direction. In this context, below given are the benefits that a firm gets
through social media:
Increases brand recognition: There are certain set of perception that are developed by a
person. There are people who recognize the product through symbols or identify name of the
firm through its services. When a person get to come in relation with a company on regular basis,
then it becomes favourable enough for people to recognize them more when compared with
companies. Khan and Bhatti, 2012 stated that social media is a platform in which firm is able to
develop positive perception within the mind through the offers or services that are delivered.
More opportunity to convey: It is important for the firm to focus on develop different type
of offers so that individuals get attracted to it. In accordance with the schemes that are
developed, it enables to raise the interest and willing of people. Each of the post that is made by
the firm is the type of opportunity for customers to covert. When these are done, then
simultaneously firm to have access for new customers. Each of the blog, videos, or comment that
is posted is the chance for any of the person to react.
High conversion rate: With the help of social media, firm is able to result in high
conversion rates. In this context, one of the ways is through humanization element (Neiger,
Thackeray and Fagen, 2012). The brand becomes more humanized with the help of interacting in
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the channels of social media. There are different type of studies that are carried out and it is
identified that social media is helpful enough to develop trust and confidence among the mind of
service users.
High brand authority: When customers are involved with the help of social media, then
they are able to develop more towards the brand and the services that are delivered by the firm.
This way, organization gets to raise their faith and trust. Further, through word of mouth firm
also gets to raise their sales and profitability (Muntinga, Moorman and Smit, 2011).
There are different types of strategies that are applied by the business so that they are able
to make use of social media in effective manner. In this context, below given are the strategies
that are used by companies in social media:
Creating personalized experience for customers: Companies make use of chatbots as they
are effective way for automate each day tasks. When it is effectively implemented in appropriate
manner, then it becomes helpful enough for the customers to get personalized experience.
Virtual presentation: In this modern world, people do have enough time to go through all
the details that are provided to them (Williams, Crittenden and McCarty, 2012). However,
companies make use of visual presentation so effective that they are able to make people
understand the offer or information in effective manner that all the able to determine the data that
firm is willing to convey.
Right time: Post or the videos that are developed by the firms should be displayed on
social media at particular time in which they are able to make it view to most of the people. This
is possible when marketing department have proper understanding of the time on which their
targeted customers will view them (Antheunis, Tates and Nieboer, 2013). When maximum of the
people view that post, then it develop opportunity for the business to raise their sales and
profitability.
Frequent posts: It is important that post need to be displayed on regular basis. No one is
sure of the time on which the most potential customer will log in. In this context, the post need to
be made on regular basis as this is helpful enough to make sure that people can view the post and
get to know about the offers that are made by them firm.
Financial support:
Years 2013 2014 2015 2016 2017
Revenue 9,735 10,502 11,272 11,663 9,140
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Cost for marketing made 748 491 547 616 434
In accordance with the above, given table, it can be stated that when the cost for
marketing done by Hilton hotel was high, then sales also raised and in the year 2017 when the
expense made was 434, then the revenue also reduced (Hilton Worldwide Holdings Inc. 2017).
This shows that marketing plays vital role in developing customer’s base and raising revenue.
Summary of the current situation
Currently there are different type of promotional strategies that are used by the business
and these are done so that they are able to attract customers and in delivering the appropriate
information. With this respect, Hilton Hotel aims at making use of social media like Instagram,
Facebook, Twitter, etc. so that information about the services can be delivered (Bruhn,
Schoenmueller and Schäfer, 2012). There are different types of post that are made by the firm
and these are done so that people get to know about the offers that are made by the firm. One of
the main competitor of Hilton hotel is Whitbread Plc. Even this firm deliver similar type of
services. It is important for the business to make sure there are regular offers and innovations
that are made by firm so that they are able to attract customers. As per the current market share
that Hilton hotel holds is 3.5 and of Whitbread Plc is 11.9. This shows that the performance of
business is not effective enough when compared with other companies. Presence of Hilton hotel
in social media is not effective enough and this has caused serious issue for the business like
reduction in their sales (Papasolomou and Melanthiou, 2012). There are different types of offers
that are made by companies so that they are able to focus on raising the business in appropriate
manner. In addition to this, strategies that are applied by the business are not effective enough to
attain the business goals and objectives.
Evaluation and Analysis
In order to overcome the issues that are faced by the business, there are certain set of
aspects that are required to be followed. With this respect, main focus of the business should be
made on determine the performance of workers. All the employees who are focused on
performing marketing should have proper understanding regarding the roles and responsibilities
that has to be played by them (Sigala, Christou and Gretzel, 2012). For this purpose, proper
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training and development should be delivered so that they are able to improve their performance
in appropriate manner. Apart from this, there are certain steps that should be followed so that the
issues that are faced by the firm can be solved. With this respect, below given are the steps that
need to be considered:
Setting up aim and objectives: Main goals that have to be attained should be focused. In
this context, aim and objectives should be set. These are helpful enough to make sure that all the
workers are able to determine the roles are clear.
Support from workers: Different types of perception are carried out by individuals. When
any type of change that the management is willing to implement, then there will be few of the
employees who may not be able to adjust with it (Whiting and Williams, 2013). In order to
overcome these problem, all the workers should be informed well in advance regarding the
changes that management is willing to implement.
Dividing roles and responsibilities: All the workers should have proper understanding
towards the roles that has to be played by them. When they lack these knowledge, then it affects
the plans that are developed.
Designing the content: All the information that the management is willing to deliver
should be well structure (Berthon, Pitt and Shapiro, 2012). Further, it needs to be done well in
advance so that they are able to plan for the future. Moreover, it is required to make sure that
innovation should be conducted on frequent basis.
Using most appropriate social media: In this modern world, there are many social media
websites that are helpful for the companies to display information about the products and
services that are delivered. More specifically, it includes Instagram, Facebook, etc., that are
effective enough to for the business to deliver appropriate information.
Considering feedback of customers: Each of the requirement that is shown by the
customers will be different. It is required to make sure that all the issue or problems faced by
service users in relation with the services by Hilton hotel should be considered (Kaplan and
Haenlein, 2010). When these are done, then it becomes favourable enough to make sure that
customers are satisfied. Proper record should be maintained for the issues faced when these are
done, then customers develop positive perception within their mind.
Suggestions from employees: At Hilton Hotel, majority of the decisions are taken by top
management. However, there are situations that the decisions made have gone wrong.
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Employees have direct contact with customers and so they have proper understanding about the
problems that are faced by them (Hays, Page and Buhalis, 2013). When these type of
considerations are done, then it becomes helpful enough to raise the satisfaction level of workers
and it also boost up the moral of employees and they perform with their full efficiency. Within
the organizations there may be issues that that can be faced from the side of employees when
these type of steps are taken, then it becomes helpful to make employees to perform efficiently.
Conclusion
In accordance with the findings, it can be stated that social media plays vital role to make
customers know more about the type of services and products that are delivered by the firm. In
this process, it is important to make sure that there is proper plan developed by the firm. Further,
in all the set of activities that are developed workers should need to be motivated. This is an
important element that workers to perform with their full efficiency and interest. Innovation
makes the business to stand different from other firms and to develop positive perception within
the mind of customers. In all the activities that are developed in social media, there are certain
set of cost involved. In this process proper plan should be developed so that each of the planned
activities is completed within the budget decided. In addition to this changes that the firm is
willing to implement should be conveyed to them worker at initial stage so that they are able to
accept the changes.
Recommendations
There are certain set of recommendations that should be followed by Hilton Hotel so that
they are able to raise their sales and profitability by making use of social media. Below given are
some of the recommendations made:
Saving time: In order to make people know about the services or offers those are
delivered by firm should be done within few minutes. When proper management of time is done
in which time saved through photo editing, etc. then it enables to employees to put on more
efforts on other activities as well.
Using audio recordings: Majority of the companies make use of written post or videos to
make individuals to know about the offers. When the information is delivered by making use of
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audio recordings, then it will be helpful enough to make strong customers base or in attracting
customers.
Encouraging customer’s feedback: All the problems that are shared from the side of
customers should be properly analysed and steps should be taken up so that these are solved.
When these are done, then it becomes helpful enough to satisfy them.
Showing customer’s experience: Positive experience by customers should be shared, then
it enables to boost up the moral of other customers and they will also develop positive perception
within the mind and will make use of the services.
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REFERENCES
Books and Journals
Akar, E. and Topçu, B., 2011. An examination of the factors influencing consumers' attitudes
toward social media marketing. Journal of Internet Commerce, 10(1), pp.35-67.
Andzulis, J. M., Panagopoulos, N. G. and Rapp, A., 2012. A review of social media and
implications for the sales process. Journal of Personal Selling & Sales
Management, 32(3), pp.305-316.
Antheunis, M. L., Tates, K. and Nieboer, T.E., 2013. Patients’ and health professionals’ use of
social media in health care: motives, barriers and expectations. Patient education and
counseling, 92(3), pp.426-431.
Berthon, P. R., Pitt, L. F. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and
creative consumers: Implications for international marketing strategy. Business
horizons, 55(3), pp.261-271.
Bruhn, M., Schoenmueller, V. and Schäfer, D.B., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review, 35(9), pp.770-
790.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Kaplan, A. M. and Haenlein, M., 2010. Users of the world, unite! The challenges and
opportunities of Social Media. Business horizons, 53(1), pp.59-68.
Khan, S. A. and Bhatti, R., 2012. Application of social media in marketing of library and
information services: A case study from Pakistan. Webology, 9(1), pp.1-8.
Muntinga, D. G., Moorman, M. and Smit, E. G., 2011. Introducing COBRAs: Exploring
motivations for brand-related social media use. International Journal of
advertising, 30(1), pp.13-46.
Neiger, B. L., Thackeray, R. and Fagen, M. C., 2012. Use of social media in health promotion:
purposes, key performance indicators, and evaluation metrics. Health promotion
practice, 13(2), pp.159-164.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management, 18(3), pp.319-328.
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Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Whiting, A. and Williams, D., 2013. Why people use social media: a uses and gratifications
approach. Qualitative Market Research: An International Journal, 16(4), pp.362-369.
Williams, D. L., Crittenden, V. L. and McCarty, P., 2012. The use of social media: an
exploratory study of usage among digital natives. Journal of Public Affairs, 12(2),
pp.127-136.
Online
Hilton Worldwide Holdings Inc. 2017. [Online]. Available through:
<http://financials.morningstar.com/income-statement/is.html?t=HLT&region=usa>
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