The document summarizes a presentation by the Rock Star Community Management Team at IHG about their social media strategy. The summary is: The presentation introduces IHG as the largest hotel company worldwide with the largest loyalty program. It outlines the team's vision to make IHG a best-in-class social business. Their strategy has four pillars: reputation management through social listening, community management of brand social accounts, campaign management, and a center of excellence for training. Examples are provided of successful social media campaigns for Holiday Inn.

1. Rock Star Community Management
Team Social at IHG
October 7, 2013
IHG©
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2. Who is InterContinental Hotels Group?
IHG has more guest rooms than any other hotel company in
the world.
We also have the first and largest guest loyalty program in
the hotel industry.
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3. It’s a journey?
Image Source: http://upload.wikimedia.org/wikipedia/commons/7/73/Journey_band.JPG
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4. Every day is a winding road
Image Source: http://www.localoracle.com/forums/gallery/index.php?n=7
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5. Our vision and guiding principles
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
We are a catalyst for organizational change
Our first focus is building sustainable longitudinal relationships
We strike a balance between brand love (engagement) and revenue
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6. Our pillars of strategic activity
REPUTATION
MANAGEMENT
COMMUNITY
MANAGEMENT
CAMPAIGN
MANAGEMENT
•
•
Global/regional
structure, staffing
and processes
•
•
Social media
management
system (Sprinklr)
•
Global social
listening platforms
(Visible
Technologies,
Brand Karma)
Social Media
Customer Care
(SMCC) triage
team, processes
•
•
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Brand-level
presences across
the most relevant
channels
Advocacy building
CENTER OF
EXCELLENCE
•
Tactical
management of
campaign
extensions across
the social space
Building our
addressable
audiences
Training and best
practice
documentation
Legal guidelines
and standards
•
Property social
guidance
•
•
•
•
Pulsed strategic
campaign
execution and
development
Measurement
•
New technology
POVs
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7. Rock star community management
Alissa Clauson
@AlissaClauson
Bryce Kervin
@Bryce_IRL
Carolyn Reed
@carolyneats
Megan VanDoran
@MegVanD13
Image Source: http://megmurph.com/wp-content/uploads/2013/03/success-1.jpg
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8. Let’s ask some questions
Image Source: tp://phillbarron.wordpress.com/2012/01/21/mystery-vs-confusion/
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9. Examples
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10. Holiday Inn Express and College Humor
Source: http://www.youtube.com/watch?v=BwFwjxkYAVw
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11. Holiday Inn 60th Anniversary | A History of “Firsts”
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12. Holiday Inn Then and Now
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13. Holiday Inn Then and Now
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14. Then and Now UGC
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15. Mosaic of UGC Then and Now Photos and Holiday Inn
brand “Firsts”
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16. #WallofAwesome
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17. #WallofAwesome example
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18. Thank you!
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