CASE STUDY: How Grand Millennium attracts fans on Facebook

Background
The hotel operator aimed to converse with its customers via its Facebook pages. As its research revealed that internet users are always looking for rewards in return for their loyalty when they follow a brand, it decided to reward its fans with gifts.

Aim
While the number of fans is not the main purpose, it aims to use Facebook as a two-way communication platform to engage with customers. Hence, it did not encourage its employees to like the page as it was looking at building a real community and to reach out to its future customers.

Execution
To encourage fans to post on the Facebook pages, Grand Millennium Kuala Lumpur partnered with digital agency, FreshBuzzmedia.com, to handle coding production on the background. The hotel social media team, meanwhile, handled the engagement, interaction and conversation plans.

It used ShortStack to manage its landing page CMS as well as HootSuite to monitor the community conversation and getting insight on how to build real content for the people. The landing pages help fans to recognise the brand and it also allows the hotel operator to reward fans with vouchers.

It also operates four Facebook fan pages to cater to the different interests of the audiences. The four pages are the hotel page (traveling into KL), The Mill Café (food), Lai Ching Yuen (passion for dim sum) and Pulse Ultra Club.

Result
The four Facebook pages have attracted more than 30,000 fans in total.

While the growth of fans has exceeded double digits, the Facebook pages have also seen good engagement rate. Its Lai Ching Yuen page, for example, scored 185 (well above standards) based on EdgeRankChecker last year.