Starwood & Social Media - SMWNY

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Alyssa Waxenberg
Sr. Director, Emerging Platforms
Starwood Hotels & Resorts Worldwide talks about Starwood's social media journey. This presentation was part of an event at Ogilvy, hosted by Ogilvy Digital Influence and Buddy Media as part of Social Media Week NY 2011.

Published in: Technology, Business
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Starwood & Social Media - SMWNY

  1. 1. Starwood’sSocial MediaStory<br />
  2. 2. 2<br />Individual Influence Relatively Small<br />
  3. 3. 3<br />Individual Influence Exponentially Larger<br />
  4. 4. The Power Of Peer Influence<br />4<br />Direct Relationships<br />Indirect Relationships<br />Our Guests<br />Social Connection<br />
  5. 5. <ul><li>Our Guests Were Talking More Than Ever Before
  6. 6. Technology Had Created A Fundamental Shift In Managing Relationships
  7. 7. Participating In The Dialogue With Honesty & Transparency Would Build Equity
  8. 8. We Could Engage With Our Guests 365 Days A Year, Not Just The 7 Days They Stayed With Us</li></ul>5<br />What We Realized…<br />
  9. 9. 6<br />What Did We Do?<br />Senior Level Support<br />Global Coordination<br />Clearly Defined Objectives <br />Rules & Playbooks<br />The Right Technology<br />Means Of Measurement<br />
  10. 10. 7<br />Platform Provides Scale & Consistency<br />1 Platform<br />10 Brands<br />1000+ Properties<br />Push<br />Push<br />Pull<br />
  11. 11. 8<br />
  12. 12. 9<br />
  13. 13. <ul><li>Branded Content Activation
  14. 14. Expansion of Social Media team globally to monitor and respond 24x7
  15. 15. Trialing new products as they become available e.g Deals, Places
  16. 16. Building out best practices and case studies to share and educate the organization
  17. 17. Utilizing data to refine our product</li></ul>10<br />What’s next…<br />
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