Circos: Tapping into social media (B)

Publication Type


Year Completed



After a successful presentation in the (A) case, Frederic Langlois, Circos.com general manager in Singapore, headed back to the company headquarters. He brought back not only the possibility of a new client, but also a specific request. The Raffles Hotel had asked him to provide new functionality beyond the existing social media analytics dashboard Circos had become known for. The Raffles Hotel manager had asked, “It would be great to have a simple and meaningful analysis of what people are saying about our property online. What would be really great, though, would be to know who is saying what. I would love the ability to link our internal database of guest names, duration of stay, and so on, with reviews that are posted online.” With this challenge in mind Langlois would meet with the development team to figure out how to design the new feature, and then with the CEO to see if this new direction fit with the business objectives and was worth the investment.


Social Media, Sentiment Analysis, Technology in Hospitality, Entrepreneurial Business Strategy


Entrepreneurial and Small Business Operations | Management Information Systems | Strategic Management Policy | Technology and Innovation | Tourism and Travel

Data Source

Field Research


Social Media, Tourism and Travel

Geographic Coverage

Asia (especially Singapore and China)

Temporal Coverage


Education Level

Executive Education; Postgraduate; Undergraduate


Singapore Management University

Case ID



This case is part of a 3 case series, Circos A, B and C.

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