The Social Media Lessons of Mandarin Oriental

By Ann Manion President, Hotel Advantage | June 24, 2012

Connecting with hotel guests online today is mandatory, fueled by the explosion of consumer online engagement and guest empowerment from hotel review sites. Yet, some hotels struggle with finding maximum business value from social media. This is a case study on the success of Mandarin Oriental's global social media strategy that is sure to jump start your programs. You'll get insights from the Senior Manager of Social Media Marketing, stories from a Director of Communications, and a view from the top from the V.P. of Consumer Marketing who shares her team's methods for delivering a clear brand direction during the age of the social media revolution.

The Brand View

Meet Mac Joseph, Senior Manager of Social Media Marketing for Mandarin Oriental Hotel Group, New York City. Mac has been involved in Mandarin Oriental's social media strategy from its inception in 2009 beginning with the development of the group's core strategy. In this interview, Mac talks about how he manages brand level social media activities, provides support to Mandarin colleagues worldwide, and seeks out opportunities to expand the brand to new channels and technologies.

Describe Mandarin Oriental's experiences with social media...

In 2009, Kristin Ruble, Vice President of Consumer Marketing embarked on a path that led to our global social media strategy. I served on a team that over a 7-month period studied social media practices in industries, both in the luxury and non-luxury categories.

What specifically did you want to learn in your research?

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