Social Media in the Enterprise – Today’s best practices for tomorrow Ravit Lichtenberg, Ustrategy LLC June 14, 2011
A specialized boutique consultancy helping companies connect with customers in the social digital age: Customer marketing strategy Social media strategy and execution Digital experience research and recommendations New product launch SaaS customer experience Melding Psychology + Business expertise for maximum results WE ARE: SAMPLE PROJECTS: www.ustrategy.com | www.ravitlichtenberg.com @ravit_ustrategy USTRATEGY LLC, www.ustrategy.com
About this presentation This presentation was give at the 2001 ReadWriteWeb 2-Way summit in NYC, NY. It has been modified from its original version to exclude material not released for electronic sharing. You are free to use this presentation, or any portions of it, with attribution to Ustrategy LLC www.ustrategy.com Enjoy!
Marriott Hotels - # 1 in its category Challenge: Massive expansion plans Not known outside of the US, not sure how relevant their offer today Not sure how it communicates its social identity core value Process: Study brand position, business strategy, interview global leadership Conduct market research (China, Thailand, Egypt, India, Emirates, US, UK, Germany) Findings: Master brand key source of pride among key talent and a stunning referral driver Brand equity strongly ties to “here, there, and everywhere” ubiquity of career opportunities Employees’ loyalty is #1 driver of guest experience Solution: Start with brand’s core service promise and leverage employee loyalty, mobilize Make visible truths and pride points evident in the heart of the house Build master platform on brand’s unique blend of ubiquity and differentiation