希尔顿逸林酒店社交网络宣传的成与败

    “愿望车”也没有实现多少愿望，因为没多少人提出要求，它只到访了三处地方。首先是Twitter驻纽约办公室；然后是B&H Photo公司的一位女士要求香蕉面包布丁；最后是FlightPath公司，在那工作的丹尼斯•卡斯特罗女士的Twitter要求深受饥肠辘辘的同事们的欢迎。“不过我没想到他们会带着摄像人员过来，”她说，“我也不觉得这会让我更倾向于在逸林酒店住宿，因为通常我都会选择四星级或五星级的高档酒店。”

    凯旋公关人员劳伦•巴特勒称，愿望车需求较少只是因为宣传之旅刚刚开始，当面提出要曲奇的人可不少。理光营销总监、前IBM咨询师、《精准营销》合著者李•加拉尔总结道：“利用社交媒体和病毒式宣传或许是个好点子，但在我看来，这无助于吸引更多商务旅客转投其品牌，难以赢得新顾客并增加营收。”

    对消费者来说，免费赠送食品和礼品卡的活动当然没什么不好——不论背后的营销意图多么明显和复杂。或许整个营销活动中最引人注目的一点是，它围绕Twitter展开。格林里夫表示：“我感觉很多同行都因其新颖性而使用Twitter，但我们是非常严肃地动用这一工具，构建更好的体验。”可他也坦诚，“重要的是，得找到一种利用Twitter的好方法，不要让人觉得你在为了这么技术的目的而用它。”还有什么比免费曲奇更实在的东西呢？

    译者：黄兴宇

    And the "swarm car" didn't have many deliveries to make, because it didn't get many requests; it visited only three places. One was Twitter's New York offices, another a woman from B&H Photo who requested banana bread pudding, and the third was the company FlightPath, where Denise de Castro's tweet request was a big hit with hungry coworkers. "I didn't know they were going to come in with a camera crew, though," she says. "I don't think it would make me more likely to stay at DoubleTree, because I usually go to higher-end hotels with four or five-star ratings."

    Ketchum's Lauren Butler suggested the lack of demand for the swarm car was simply because the tour has just begun. And there was no lack of demand, in-person, for the cookies. Lee Gallagher, marketing director at Ricoh, former IBM consultant, and co-author of Precision Marketing, concludes that, "The social and viral aspect may be slick, but in my opinion, not relevant to moving the top line in gaining and attracting more business travelers to their brand."

    It's hard for consumers not to like an event that hands them free food and a gift card, no matter how obvious and comprehensive the marketing effort behind it. Perhaps most compelling in the entire campaign is the centrality of Twitter. Greenleaf said, "I feel like a lot of our peer businesses use it because it's a curiosity, but we use it to very seriously build a better experience." And yet, he reveals, "It's important to find a way to use Twitter well without making it look like you're using it for such technical purposes." There's nothing less technical than a free cookie.