Since its establishment in 1993, HNA Group has developed from a regional airline enterprise into a Fortune Global 500 global company with a wide range of business pillars, including aviation, industry, finance, tourism, logistics and technology. Social Touch is the marketing solution provider for a variety of businesses within HNA Group

The Challenge

HNA Group was operating multiple social accounts that were isolated from each other. The social account isolations became the obstacle for business management and resulted in the fragmentization of internal recourses. The operational difficulty finally led to the crack of the marketing chain and uncontrollable marketing process, greatly reducing the marketing effects. Therefore, it was urgent for HNA Group to establish an SCRM system with a core of social internet

The Solution

Leveraging big data analytic strategy, Social Touch helped HNA Group construct SCRM system and successful connect isolated operating platforms, integrate internal data and improve the marketing promotion results

• We integrated HNA Group’s social accounts on Weibo, WeChat and other platforms, to achieve time and cost saving in social media accounts maintenance
  
  

• We equipped HNA Group SCRM system with the functions including customized data reporting, application store and word of mouth monitoring, to satisfy the diversified and dynamic business needs

  
  

• We developed 360-degree customer portraits by integrating social media data and customer information. We then used them to segment customer and to design innovative marketing campaigns

  
  

The Achievement

• Integrated over 20 social media accounts of HNA Group and its subordinate enterprises

• Satisfied the business demands in various scenarios including aviation, hotels, cruise, OTA, etc.

• Constructed a data-driven and precise marketing system to facilitate business innovation and marketing efficiency