Starwood & Social Media - SMWNY

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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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Transcript

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