SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
It’s me, not you: Making social
work hard in a complex
ecosystem
NICK AYRES
INTERCONTINE...
It’s Me, Not You:
Making Social Work Hard in a Complex Ecosystem
Nick Ayres
Director, Social Marketing | IHG
SocialMedia.o...
We are one of the world’s leading hotel companies.
We have the industry’s first and largest loyalty
program.
Who is InterC...
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 ...
The new guy… inside
#brandsonly @nickjayres @socialmediaorg
Vision
• To lead IHG to becoming a best-in-class
social business
Guiding Principles
• We are subject matter experts
• We a...
Success!
#brandsonly @nickjayres @socialmediaorg
Success?
#brandsonly @nickjayres @socialmediaorg
It’s a journey…
#brandsonly @nickjayres @socialmediaorg
A journey…
#brandsonly @nickjayres @socialmediaorg
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 a...
“Hotels and businesses must
take ownership of their online
reputation.”
#brandsonly @nickjayres @socialmediaorg
“Hotels and businesses must
take ownership of their online
reputation.”
- Me
#smize
#brandsonly @nickjayres @socialmediaorg
Let’s do some social listening!
#brandsonly @nickjayres @socialmediaorg
“Hotels and businesses must
take ownership of their online
reputation.”
- Me
#smize
#naive
#brandsonly @nickjayres @social...
“Hotels and businesses must
take ownership of their online
reputation.”
- Me
#smize
#naive
#me-centric
#brandsonly @nickja...
Let’s do some social listening!
It’s a little more
complicated…
#brandsonly @nickjayres @socialmediaorg
How does this play out on property?
#brandsonly @nickjayres @socialmediaorg
So many sites
#brandsonly @nickjayres @socialmediaorg
So many hats
#brandsonly @nickjayres @socialmediaorg
#brandsonly @nickjayres @socialmediaorg
The four phases of social listening indoctrination
Reinforce the
processes and
best practices
Roll out
the tools
Revolutio...
(Re)iterate the importance: Three numbers
Percent of travelers say
seeing management
responses to reviews is
important to ...
Roll out the tools: IHG Social Listening tool
#brandsonly @nickjayres @socialmediaorg
Spearheaded social listening training curriculum including:
• Development of evergreen social marketing team space on corp...
The four phases of social listening
Reinforce the
processes and
best practices
Roll out
the tools
Revolutionalize
the busi...
The four phases of social listening
Reinforce the
processes and
best practices
Roll out
the tools
Revolutionalize
the busi...
Vision
• To lead IHG to becoming a best-in-class
social business
Guiding Principles
• We are subject matter experts
• We a...
We’re delivering
millions of impressions
across millions of
social connections*
Delivering social @ scale across our socia...
Interpretation? Not useful.
#brandsonly @nickjayres @socialmediaorg
Examples include:
• Early adopter Facebook global pages
• Early adopter of Twitter geo-targeting tweets
• Global adoption ...
The result? Happy customers
#brandsonly @nickjayres @socialmediaorg
Bringing it further to life via #WallofAwesome
#brandsonly @nickjayres @socialmediaorg
Parting thoughts
Success is making something incredibly complicated look easy. Aspire to it.
#brandsonly @nickjayres @soci...
Never lose sight of what’s most important to your customers.
Parting thoughts
#brandsonly @nickjayres @socialmediaorg
Nick Ayres
@nickjayres
nick.ayres@ihg.com
Questions?
Team #awesomesauce
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS
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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.

Published in: Marketing, Travel, Business
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It's me, not you: Making social work in a complex ecosystem, presented by Nick Ayres

  1. 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. 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. 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. 4. The new guy… outside #brandsonly @nickjayres @socialmediaorg
  5. 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. 6. The new guy… inside #brandsonly @nickjayres @socialmediaorg
  7. 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
  8. 8. Success! #brandsonly @nickjayres @socialmediaorg
  9. 9. Success? #brandsonly @nickjayres @socialmediaorg
  10. 10. It’s a journey… #brandsonly @nickjayres @socialmediaorg
  11. 11. A journey… #brandsonly @nickjayres @socialmediaorg
  12. 12. Every day is a winding road #brandsonly @nickjayres @socialmediaorg
  13. 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. 14. “Hotels and businesses must take ownership of their online reputation.” #brandsonly @nickjayres @socialmediaorg
  15. 15. “Hotels and businesses must take ownership of their online reputation.” - Me #smize #brandsonly @nickjayres @socialmediaorg
  16. 16. Let’s do some social listening! #brandsonly @nickjayres @socialmediaorg
  17. 17. “Hotels and businesses must take ownership of their online reputation.” - Me #smize #naive #brandsonly @nickjayres @socialmediaorg
  18. 18. “Hotels and businesses must take ownership of their online reputation.” - Me #smize #naive #me-centric #brandsonly @nickjayres @socialmediaorg
  19. 19. Let’s do some social listening! It’s a little more complicated… #brandsonly @nickjayres @socialmediaorg
  20. 20. How does this play out on property? #brandsonly @nickjayres @socialmediaorg
  21. 21. So many sites #brandsonly @nickjayres @socialmediaorg
  22. 22. So many hats #brandsonly @nickjayres @socialmediaorg
  23. 23. #brandsonly @nickjayres @socialmediaorg
  24. 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. 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. 26. Roll out the tools: IHG Social Listening tool #brandsonly @nickjayres @socialmediaorg
  27. 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. 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. 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. 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. 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. 32. Interpretation? Not useful. #brandsonly @nickjayres @socialmediaorg
  33. 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. 34. The result? Happy customers #brandsonly @nickjayres @socialmediaorg
  35. 35. Bringing it further to life via #WallofAwesome #brandsonly @nickjayres @socialmediaorg
  36. 36. Parting thoughts Success is making something incredibly complicated look easy. Aspire to it. #brandsonly @nickjayres @socialmediaorg
  37. 37. Never lose sight of what’s most important to your customers. Parting thoughts #brandsonly @nickjayres @socialmediaorg
  38. 38. Nick Ayres @nickjayres nick.ayres@ihg.com Questions? Team #awesomesauce
  39. 39. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS
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