SOCIALMEDIA.ORG/SUMMIT2013 ORLANDO It’s me, not you: Making social work hard in a complex ecosystem NICK AYRES INTERCONTINENTAL HOTELS GROUP DECEMBER 9–11, 2013
It's me, not you: Making social work in a complex ecosystem, presented by Nick Ayres
May 10, 2015
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.
He goes into detail about specific case studies on reputation management and community management.
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SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
It’s me, not you: Making socialwork hard in a complex ecosystem
NICK AYRESINTERCONTINENTAL HOTELS GROUP
DECEMBER 9–11, 2013
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
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
The new guy… outside
#brandsonly @nickjayres @socialmediaorg
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
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The new guy… inside
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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
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Success!
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Success?
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It’s a journey…
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A journey…
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Every day is a winding road
#brandsonly @nickjayres @socialmediaorg
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
“Hotels and businesses must take ownership of their online reputation.”
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“Hotels and businesses must take ownership of their online reputation.” - Me
#smize
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Let’s do some social listening!
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“Hotels and businesses must take ownership of their online reputation.” - Me
#smize
#naive
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“Hotels and businesses must take ownership of their online reputation.” - Me
#smize
#naive
#me-centric #brandsonly @nickjayres @socialmediaorg
Let’s do some social listening!
It’s a little more complicated…
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How does this play out on property?
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So many sites
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So many hats
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#brandsonly @nickjayres @socialmediaorg
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
(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 68 86 Percent of travelers use
travel sites to gauge traveler sentiment
before they make their accommodation choice
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Roll out the tools: IHG Social Listening tool
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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
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
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
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
We’re delivering
millions of impressions
across millions of
social connections*
Delivering social @ scale across our social footprint
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* Italics added for sarcasm
Interpretation? Not useful.
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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
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The result? Happy customers
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Bringing it further to life via #WallofAwesome
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Parting thoughts
Success is making something incredibly complicated look easy. Aspire to it.
#brandsonly @nickjayres @socialmediaorg
Never lose sight of what’s most important to your customers.
Parting thoughts
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