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Starwood & Social Media - SMWNY
 

Starwood & Social Media - SMWNY

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Alyssa Waxenberg...

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.

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    Starwood & Social Media - SMWNY Starwood & Social Media - SMWNY Presentation Transcript

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