InterContinental Hotels Group's Senior Manager, Social Media, Nick Ayres, shares how IHG used online communities to jumpstart its global social media programs.

2. Inside Out How Private Communities Catalyzed Our Social Media Efforts Nick Ayres Social Marketing Manager InterContinental Hotels Group February 2, 2011

3. Who is InterContinental Hotels Group? IHG is the largest hotel company in the world by number of rooms with the first and largest guest loyalty program in the hotel industry Source: http://www.flickr.com/photos/hibuenapark/4682155727/sizes/z/in/photostream/

4. The fine print slide 9 brands “Normal” mix of stakeholders (Marketing, PR/Comm, HR, Legal, CRO, etc.) Operating in over 100 countries and territories Multiple regions bring more stakeholders With over 4,500 hotels Mix of franchise, managed and owned And 650,000 guest rooms Plus meeting spaces, restaurants, pools and social spaces Totaling 130,000,000 guests every year Who all expect and deserve a seamless, exceptional experience Bonus: All operating in a rapidly changing and evolving ecosystem Source: http://cache.gawker.com/assets/stills/MACLEGAL.flv.jpg

5. Hold on, what did you just say? Source: http://www.themusicwithinus.com/2010/05/03/enough-is-enough-transforming-overwhelm-into-effortless-action/

6. Important questions needed to be addressed Higher order How can we understand our customers’ mindsets to help grow our loyalty program and share of wallet? How do we increase the effectiveness of our marketing comms and promotions? How do we transform the way we build relationships with our key customers? And just below the surface What exactly is “social media” and why should we care? What are people saying about us, and can we control it? Is there really that much “stuff” for our guests to talk about? Will people want to talk to us? What if we don’t like what they say? How will we measure this? Source: http://4.bp.blogspot.com/_kX_mU6e0gcg/TUHcA8JdFVI/AAAAAAAAB3c/DSTDRrUZwX8/s1600/Mario-Box-question-mark2.jpg

7. Important questions needed to be addressed Higher order How can we understand our customers’ mindsets to help grow our loyalty program and share of wallet? How do we increase the effectiveness of our marketing comms and promotions? How do we transform the way we build relationships with our key customers? And just below the surface What exactly is “social media” and why should we care? What are people saying about us, and can we control it? Is there really that much “stuff” for our guests to talk about? Will people want to talk to us? What if we don’t like what they say? How will we measure this? Way, way, way down How can we be a conversation agent to create viral campaigns in an authentic way all with synergistic convergence? #bingo #blogwell Source: http://4.bp.blogspot.com/_kX_mU6e0gcg/TUHcA8JdFVI/AAAAAAAAB3c/DSTDRrUZwX8/s1600/Mario-Box-question-mark2.jpg

8. Our starting point: private online communities Invitation-only space representing various segments of our loyalty program and our hotel brands Approach Feedback (talking to us about us) and discovery (listening to our guests talk about themselves) Mix of tactical and strategic activities Benefits Honest conversation Ongoing dialogue Speedy answers Fresh insights Cost efficiency

9. ENGAGEMENT! Which is what exactly? And again, how do we measure it?

11. Expanded point earnings opportunities

13. Photo by: M. Wald, Platinum member Taken at the InterContinental Tahiti

14. Engagement = guest-generated marketing collateral

15. Engagement = guest-generated content

16. Engagement = more effective promotions Example #1: Gut check and tweak Details: Needed to create a promotion against a tight deadline and with specific directives already in place from senior executives Action: Tested the promo and incentives in the community and received fast turnaround PLUS a new twist to the offer based on community feedback (Double Points) Payoff: Most elite members registered for double points PLUS significant incremental revenue Example #2: Seed campaigns Details: Triple Points Offer Action: Seeded in the private community with an opportunity to send to friends and family Payoff: Large volume of registrations and room nights PLUS strong ROI

17. Engagement = new product development Example #1: Priority Club Select Visa Card Details: In 2009, IHG and Chase embarked on a mission to create a new credit card for PCR members that would be the first card out of the wallet Action: Embarked on a 12-month process of exploration, ideation, development and testing of product features and marketing strategy optimization Payoff: Launched the new card in June 2010 with extremely positive results. One example: The initial email marketing campaign delivered an 80% increase in new accounts vs. the previous email campaign (which featured the legacy product) Example #2: iPhone and Mobile Apps Details: Members were frequently discussing the need for a PCR mobile app Action: Recognized unmet consumer needs and began to build, test and modify based on member conversations Payoff: Significantly surpassed both revenue and download expectations

18. ENGAGEMENT! Answers to those nagging questions. Perhaps most importantly: In many ways, our private communities closely mirror the more “scary” social web, putting us two steps ahead.

20. Be strategic but be flexible and responsive

21. Focus on answering the questions that matter most to the business

22. Start somewherePhoto by: D. Kelleher Royal Ambassador in Vernazza, Italy

23. Questions? Email: nick.ayres@ihg.com Twitter: @nickjayres Foursquare: nickjayres