Keynote - Facebook for Multinational Brands


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Promotions (contests and sweepstakes) have become a proven way to acquire and engage fans on Facebook. The challenge for many large enterprises is how to easily create, launch, manage and administer these campaigns across hundreds of Facebook pages. Starwood Hotels and Resorts Worldwide has over 1,000 separate Facebook pages representing their hotels and resorts in 10 different languages around the world. This presentation will delve into the multinational hotel company's Facebook goals and strategies and the pain points they experienced and overcame along the way.

Justin Holmerud, Global Social Media Manager, Starwood Hotels & Resorts

Published in: Business, Technology
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  • Hotels worldwideOver 1,000
  • Tie the next few slides back to the Starwood objectives.Access to all Starwood social pages. Admins can see what’s happening across the companyMultiple promo types that work for Starwood. This is actual a subset of Votigo’s capabilities based on our needs.
  • Easy to use with only 4 steps to a live campaign Multiple language optionRules template and limited prizes. Workflow and permissions that offers oversight and limits admin access to Facebook pages.
  • Rich and easy to use analytics The platform measures engagement and reports on demographics, mobile vs desktop access, responses to trivia questions, traffic and more.
  • Keynote - Facebook for Multinational Brands

    1. 1. ©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential Social Contests and Sweeps for Multinational Brands
    2. 2. 2 Starwood Background Brands Hotel Pages Hotel Pages Hotel Pages
    3. 3. 33 The Problem
    4. 4. 4 Solution Objectives Solution Objectives Indemnifies Terms Self-Serve Platform Set Limitations Ensure Fulfillment Establish Workflow Multiple Languages
    5. 5. 55 Key Limitations: Contests vs. Sweepstakes
    6. 6. 66 Key Limitations: Consistent Prizing
    7. 7. 7 Key Limitations: Promotion Types CONTEST/SWEEPS TYPE PROMOTION GOALS Enter to Win New fan acquisition Trivia/Quiz Audience engagement Photo Contest/Sweeps Generating UGC Survey / Poll Customer intelligence There are a variety of reasons to run a promotion, some of those match up with different promotion types.
    8. 8. 88 Key Limitations: Network Selection Icons via Social Media Delivered
    9. 9. The Solution
    10. 10. The Solution Promotion Creation • Simple creation flow • Design customization • Multiple language • Rules template • Workflow & permissions
    11. 11. The Solution Analytics & Reporting • Engagement • Demographics • Viral impact • Web metrics • Mobile vs. desktop • Custom question breakdown
    12. 12. Sheraton Maui 50th Anniversary Objectives • Support the 50th Anniversary • Build loyalty with the hotel • Reward loyal guests, find new fans Results • 725 Entries • 425 New Fans • Significant sharing & discussion
    13. 13. Sheraton Toast Around the World Objectives • Support global Sheraton initiative • Aggregate UGC from around the globe • Build awareness of brand programming Results • 366 Entries • 1,153 New Fans • Significant sharing & discussion
    14. 14. 14 Promotion Statistics & Best Practices Recommended Timing 30-45 days for sweepstakes 60-90 days for contests Promotion Types 60% Sweepstakes 40% Contests Average Fan Growth (big and small brands) 2,378 new fans (in like/follow gated promotions)
    15. 15. 15 Promotion Checklist  What is the objective of this?  Is there an event or reason to have a promotion?  Do I have someone who can answer fan questions?  Do you have a marketing strategy to promote it?  Do you have a post-promotion marketing strategy?
    16. 16. Key Learning
    17. 17. 17 Key Learnings  Don’t make the barrier of entry too difficult  If you don’t hit expectations, tweak the strategy and try again  Ensure you have a marketing plan in place prior to launch  Sweeps vs. contests generate very different feedback