Sofitel: luxury hotel how successfully its strategy Twitter

HotelsMarketingStrategies explains, in a recent article, how the luxury hotel chain Sofitel has managed to get 28,000 Twitter followers quality in a short time.
No, it is not with the recent history of DSK at the Sofitel New York ... although this type of media exposure has certainly served to know more about the Sofitel brand. Katie Clapp has obtained this information from the online marketing agency specializing in the travel industry and vacation Travelspike.com.
First, what is considered a follower of quality (ie a person with authority or with an interest in travel and hotels, and not a spam bot) was measured using the Klout Score.
What was the angle of Sofitel in its marketing strategy on social networks?
One of the pillars of the success of their campaign was to set up a twitter account by hotel, and not for any one Brand. Then you'll think, "Sure it's perfect", but it is also certainly a large budget. Not necessarily, since in this case, the agency has formed a staff member from each hotel who was more comfortable with internet and social networks. With a person who listens to its clients locally, each hotel could then tweet special offers, last minute packages and menu changes to their restaurants.
Some of their Twitter accounts for Sofitel Montreal, Sofitel London, Chicago Sofitel, Sofitel New York. Amusing detail, the chain Sofitel is french... but no twitter account for hotel in Paris, Lyon or Dijon exists. Incredible!
The same strategy web marketing has been applied to social Facebook accounts: one for each hotel (this time with the presence of French institutions, like that of Paris). Examples: Montreal facebook page or that of New York.
Then, add a dose of authenticity (avoid style robot, we must feel that there is someone behind) and commitment to the customer (ask the user what he wants to see most often as content Facebook page for example - the answer is discount!!!), a socio-demographic targeting for advertising, and surfing local events (conferences, parties and festivals) to make a buzz about the hotel.

We can see that online strategy, in this case, is oriented social network (Twitter and Facebook) to touch a worldwide target but also, to customize and personalize link with past or future clients.