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It's me, not you: Making social work in a complex ecosystem, presented by Nick Ayres
Nick Ayres from IHG discusses the challenges and strategies of social media management in the hotel industry at the 2013 Brands Only Summit. He emphasizes the importance of online reputation management, the need for social listening, and the integration of social media practices across their global operations. Ayres advocates for building sustainable relationships with customers while balancing engagement and revenue.
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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, notyou: Making social work hard in a complex ecosystem NICK AYRES INTERCONTINENTAL HOTELS GROUP DECEMBER 9–11, 2013
- 2. It’s Me, NotYou: Making Social Work Hard in a Complex Ecosystem Nick Ayres Director, Social Marketing | IHG SocialMedia.org #brandsonly Summit December 10, 2013
- 3. We are oneof 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 13brands * 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 leadIHG 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
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- 10. It’s a journey… #brandsonly@nickjayres @socialmediaorg
- 11. A journey… #brandsonly @nickjayres@socialmediaorg
- 12. Every day isa winding road #brandsonly @nickjayres @socialmediaorg
- 13. Vision • To leadIHG 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 businessesmust take ownership of their online reputation.” #brandsonly @nickjayres @socialmediaorg
- 15. “Hotels and businessesmust take ownership of their online reputation.” - Me #smize #brandsonly @nickjayres @socialmediaorg
- 16. Let’s do somesocial listening! #brandsonly @nickjayres @socialmediaorg
- 17. “Hotels and businessesmust take ownership of their online reputation.” - Me #smize #naive #brandsonly @nickjayres @socialmediaorg
- 18. “Hotels and businessesmust take ownership of their online reputation.” - Me #smize #naive #me-centric #brandsonly @nickjayres @socialmediaorg
- 19. Let’s do somesocial listening! It’s a little more complicated… #brandsonly @nickjayres @socialmediaorg
- 20. How does thisplay out on property? #brandsonly @nickjayres @socialmediaorg
- 21. So many sites #brandsonly@nickjayres @socialmediaorg
- 22. So many hats #brandsonly@nickjayres @socialmediaorg
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- 24. The four phasesof 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 thetools: IHG Social Listening tool #brandsonly @nickjayres @socialmediaorg
- 27. Spearheaded social listeningtraining 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 phasesof 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 phasesof 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 leadIHG 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 ofimpressions 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: • Earlyadopter 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? Happycustomers #brandsonly @nickjayres @socialmediaorg
- 35. Bringing it furtherto life via #WallofAwesome #brandsonly @nickjayres @socialmediaorg
- 36. Parting thoughts Success ismaking something incredibly complicated look easy. Aspire to it. #brandsonly @nickjayres @socialmediaorg
- 37. Never lose sightof what’s most important to your customers. Parting thoughts #brandsonly @nickjayres @socialmediaorg
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- 39. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more aboutpast and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS