It's me, not you: Making social work in a complex ecosystem, presented by Nick Ayres
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In his Brands-Only Summit presentation, InterContinental Hotels Group's Director of Social Marketing, Nick Ayres, explains how they’re building systems, processes, and procedures to make social work in a complex ecosystem. He goes into detail about specific case studies on reputation management and community management.
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It's me, not you: Making social work in a complex ecosystem, presented by Nick Ayres
- 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO It’s me, not you: Making social work hard in a complex ecosystem NICK AYRES INTERCONTINENTAL HOTELS GROUP DECEMBER 9–11, 2013
- 2. It’s Me, Not You: Making Social Work Hard in a Complex Ecosystem Nick Ayres Director, Social Marketing | IHG SocialMedia.org #brandsonly Summit December 10, 2013
- 3. We are one of the world’s leading hotel companies. We have the industry’s first and largest loyalty program. Who is InterContinental Hotels Group (IHG)? #brandsonly @nickjayres @socialmediaorg
- 4. The new guy… outside #brandsonly @nickjayres @socialmediaorg
- 5. We have 13 brands * Most have smart Marketing departments, PR teams, Operations teams and more who all have the best idea on how to be successful We operate in nearly 100 countries and territories * Multiple regions mean more stakeholders We have 4,600 hotels * Largely franchised We serve 157MM+ guests every year * All live in an environment where seamless experiences are the expectation The fine print slide #brandsonly @nickjayres @socialmediaorg
- 6. The new guy… inside #brandsonly @nickjayres @socialmediaorg
- 7. Vision • To lead IHG to becoming a best-in-class social business Guiding Principles • We are subject matter experts • We are globally consistent but regionally relevant • We are conduits, not roadblocks • Our first focus is building sustainable longitudinal relationships • We strike a balance between brand love (engagement) and revenue The IHG global social framework CAMPAIGN MANAGEMENT COMMUNITY MANAGEMENT CENTER OF EXCELLENCE REPUTATION MANAGEMENT #brandsonly @nickjayres @socialmediaorg
- 10. It’s a journey… #brandsonly @nickjayres @socialmediaorg
- 11. A journey… #brandsonly @nickjayres @socialmediaorg
- 12. Every day is a winding road #brandsonly @nickjayres @socialmediaorg
- 13. Vision • To lead IHG to becoming a best-in-class social business Guiding Principles • We are subject matter experts • We are globally consistent but regionally relevant • We are conduits, not roadblocks • Our first focus is building sustainable longitudinal relationships • We strike a balance between brand love (engagement) and revenue Case study: Reputation management CAMPAIGN MANAGEMENT COMMUNITY MANAGEMENT CENTER OF EXCELLENCE REPUTATION MANAGEMENT #brandsonly @nickjayres @socialmediaorg
- 14. “Hotels and businesses must take ownership of their online reputation.” #brandsonly @nickjayres @socialmediaorg
- 15. “Hotels and businesses must take ownership of their online reputation.” - Me #smize #brandsonly @nickjayres @socialmediaorg
- 16. Let’s do some social listening! #brandsonly @nickjayres @socialmediaorg
- 17. “Hotels and businesses must take ownership of their online reputation.” - Me #smize #naive #brandsonly @nickjayres @socialmediaorg
- 18. “Hotels and businesses must take ownership of their online reputation.” - Me #smize #naive #me-centric #brandsonly @nickjayres @socialmediaorg
- 19. Let’s do some social listening! It’s a little more complicated… #brandsonly @nickjayres @socialmediaorg
- 20. How does this play out on property? #brandsonly @nickjayres @socialmediaorg
- 21. So many sites #brandsonly @nickjayres @socialmediaorg
- 22. So many hats #brandsonly @nickjayres @socialmediaorg
- 24. The four phases of social listening indoctrination Reinforce the processes and best practices Roll out the tools Revolutionalize the business (Re)iterate the importance Receive feedback… and act on it #brandsonly @nickjayres @socialmediaorg
- 25. (Re)iterate the importance: Three numbers Percent of travelers say seeing management responses to reviews is important to them Percent of travelers say that if they were considering two comparable properties, the presence of a management response on one would sway them in its favor 71 6886Percent of travelers use travel sites to gauge traveler sentiment before they make their accommodation choice #brandsonly @nickjayres @socialmediaorg
- 26. Roll out the tools: IHG Social Listening tool #brandsonly @nickjayres @socialmediaorg
- 27. Spearheaded social listening training curriculum including: • Development of evergreen social marketing team space on corporate intranet • Partnership with global and regional field operations training events • Integration into Training, Development + Learning classes, online courses Reinforce the processes and best practices #brandsonly @nickjayres @socialmediaorg
- 28. The four phases of social listening Reinforce the processes and best practices Roll out the tools Revolutionalize the business (Re)iterate the importance Receive feedback… and act on it #brandsonly @nickjayres @socialmediaorg Insights -> operational change
- 29. The four phases of social listening Reinforce the processes and best practices Roll out the tools Revolutionalize the business (Re)iterate the importance Receive feedback… and act on it #brandsonly @nickjayres @socialmediaorg You > Me
- 30. Vision • To lead IHG to becoming a best-in-class social business Guiding Principles • We are subject matter experts • We are globally consistent but regionally relevant • We are conduits, not roadblocks • Our first focus is building sustainable longitudinal relationships • We strike a balance between brand love (engagement) and revenue Case study: Reputation management CAMPAIGN MANAGEMENT COMMUNITY MANAGEMENT CENTER OF EXCELLENCE REPUTATION MANAGEMENT #brandsonly @nickjayres @socialmediaorg
- 31. We’re delivering millions of impressions across millions of social connections* Delivering social @ scale across our social footprint #brandsonly @nickjayres @socialmediaorg * Italics added for sarcasm
- 32. Interpretation? Not useful. #brandsonly @nickjayres @socialmediaorg
- 33. Examples include: • Early adopter Facebook global pages • Early adopter of Twitter geo-targeting tweets • Global adoption of the social media management systems Leverage technology to satisfy your customers #brandsonly @nickjayres @socialmediaorg
- 34. The result? Happy customers #brandsonly @nickjayres @socialmediaorg
- 35. Bringing it further to life via #WallofAwesome #brandsonly @nickjayres @socialmediaorg
- 36. Parting thoughts Success is making something incredibly complicated look easy. Aspire to it. #brandsonly @nickjayres @socialmediaorg
- 37. Never lose sight of what’s most important to your customers. Parting thoughts #brandsonly @nickjayres @socialmediaorg
- 39. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS