9/30/2011 1 Social Media as Focus Group Tapping into a Vast Resource, Privately Nick Ayres Manager, Social Marketing InterContinental Hotels Group @nickjayres Who is InterContinental Hotels Group? • IHG is the largest hotel company in the world by number of rooms with the first and largest guest loyalty program in the hotel industry Source: http://www.flickr.com/photos/hibuenapark/4682155727/sizes/z/in/photostream/
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9/30/2011
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Social Media as Focus GroupTapping into a Vast Resource, Privately
Nick AyresManager, Social MarketingInterContinental Hotels Group@nickjayres
Who is InterContinental Hotels Group?
• IHG is the largest hotel company in the world by number of rooms with the first and largest guest loyalty program in the hotel industry
• Invitation-only space representing various segments of our loyalty program and our hotel brands
• Approach– Feedback (talking to us about us) and discovery (listening to our guests talk about
themselves)
– Mix of tactical and strategic activities
• Benefits– Honest conversation
– Ongoing dialogue
– Speedy answers
– Fresh insights
– Cost efficiency
Which is what exactly? And again, how do we measure it?
ENGAGEMENT!
=100 research activities
=100 member generated activities
Total research activities = 3000+ | Total member generated activities = 7000+
Examples:
• Changed to the way we welcome and recognize guests
• Expanded point earnings opportunities
• Created a member referral program
Engagement = Actionable insights
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#FAIL
Digression: Stock photography
Photo by: M. Wald, Platinum memberTaken at the InterContinental Tahiti
Engagement = guest-generated marketing collateral
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Engagement = guest-generated content
One example: Gut check, tweak
• Details: Needed to create a promotion against a tight deadline and with specific directives already in place from senior executives
• Action: Tested the promo and incentives in the community and received fast turnaround PLUS a new twist to the offer based on community feedback (Double Points)
• Payoff: Most elite members registered for double points PLUS significant incremental revenue
Engagement = more effective promotions
One example: iPhone, Mobile Apps• Details: Members were frequently
discussing the need for a Priorty Club Rewards (PCR) mobile application
• Action: Recognized unmet consumer needs and began to build, test and modify based on member conversations
• Payoff: Significantly surpassed both revenue and download expectations
Engagement = new product development
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Answers to those nagging questions.
Perhaps most importantly: In many ways, our private communities closely mirror the more “scary” social web, putting us two steps ahead.
ENGAGEMENT!
Photo by: D. Kelleher Royal Ambassador in Vernazza, Italy
• Don’t believe the hype… in a vacuum
• Be strategic but be flexible and responsive
• Focus on answering the questions that matter most to your business