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Inside Out How Private Communities Catalyzed Our Social Media Efforts<br />Nick Ayres<br />Social Marketing Manager<br />I...
Who is InterContinental Hotels Group?<br />IHG is the largest hotel company in the world by number of rooms with the first...
The fine print slide<br />9 brands<br />“Normal” mix of stakeholders (Marketing, PR/Comm, HR, Legal, CRO, etc.)<br />Opera...
Hold on, what did you just say?<br />Source: http://www.themusicwithinus.com/2010/05/03/enough-is-enough-transforming-over...
Important questions needed to be addressed<br />Higher order<br />How can we understand our customers’ mindsets to help gr...
Important questions needed to be addressed<br />Higher order<br />How can we understand our customers’ mindsets to help gr...
Our starting point: private online communities<br />Invitation-only space representing various segments of our loyalty pro...
ENGAGEMENT!<br />Which is what exactly? And again, how do we measure it?<br />
|       Total member generated activities = 7,037<br />Engagement = actionable insights<br />=100 research activities<br /...
Expanded point earnings opportunities
Created a member referral program</li></li></ul><li>Digression: Stock Photography<br />#FAIL<br />
Photo by: M. Wald, Platinum member<br />Taken at the InterContinental Tahiti <br />
Engagement = guest-generated marketing collateral <br />
Engagement = guest-generated content<br />
Engagement = more effective promotions<br />Example #1: Gut check and tweak<br />Details: Needed to create a promotion aga...
Engagement = new product development<br />Example #1: Priority Club Select Visa Card <br />Details: In 2009, IHG and Chase...
ENGAGEMENT!<br />Answers to those nagging questions.<br />Perhaps most importantly: In many ways, our private communities ...
Four quick takeaways<br /><ul><li>Don’t believe the hype… in a vacuum
Be strategic but be flexible and responsive
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BlogWell Austin Social Media Case Study: InterContinental Hotels Group, presented by Nick Ayres

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

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BlogWell Austin Social Media Case Study: InterContinental Hotels Group, presented by Nick Ayres

  1. 1.
  2. 2. Inside Out How Private Communities Catalyzed Our Social Media Efforts<br />Nick Ayres<br />Social Marketing Manager<br />InterContinental Hotels Group<br />February 2, 2011<br />
  3. 3. Who is InterContinental Hotels Group?<br />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<br />Source: http://www.flickr.com/photos/hibuenapark/4682155727/sizes/z/in/photostream/<br />
  4. 4. The fine print slide<br />9 brands<br />“Normal” mix of stakeholders (Marketing, PR/Comm, HR, Legal, CRO, etc.)<br />Operating in over 100 countries and territories<br />Multiple regions bring more stakeholders<br />With over 4,500 hotels<br />Mix of franchise, managed and owned<br />And 650,000 guest rooms<br />Plus meeting spaces, restaurants, pools and social spaces<br />Totaling 130,000,000 guests every year<br />Who all expect and deserve a seamless, exceptional experience<br />Bonus: All operating in a rapidly changing and evolving ecosystem<br />Source: http://cache.gawker.com/assets/stills/MACLEGAL.flv.jpg<br />
  5. 5. Hold on, what did you just say?<br />Source: http://www.themusicwithinus.com/2010/05/03/enough-is-enough-transforming-overwhelm-into-effortless-action/<br />
  6. 6. Important questions needed to be addressed<br />Higher order<br />How can we understand our customers’ mindsets to help grow our loyalty program and share of wallet?<br />How do we increase the effectiveness of our marketing comms and promotions?<br />How do we transform the way we build relationships with our key customers? <br />And just below the surface<br />What exactly is “social media” and why should we care?<br />What are people saying about us, and can we control it? <br />Is there really that much “stuff” for our guests to talk about? <br />Will people want to talk to us? What if we don’t like what they say? <br />How will we measure this?<br />Source: http://4.bp.blogspot.com/_kX_mU6e0gcg/TUHcA8JdFVI/AAAAAAAAB3c/DSTDRrUZwX8/s1600/Mario-Box-question-mark2.jpg<br />
  7. 7. Important questions needed to be addressed<br />Higher order<br />How can we understand our customers’ mindsets to help grow our loyalty program and share of wallet?<br />How do we increase the effectiveness of our marketing comms and promotions?<br />How do we transform the way we build relationships with our key customers? <br />And just below the surface<br />What exactly is “social media” and why should we care?<br />What are people saying about us, and can we control it? <br />Is there really that much “stuff” for our guests to talk about? <br />Will people want to talk to us? What if we don’t like what they say? <br />How will we measure this?<br />Way, way, way down<br />How can we be a conversation agent to create viral campaigns in an authentic way all with synergistic convergence? #bingo #blogwell<br />Source: http://4.bp.blogspot.com/_kX_mU6e0gcg/TUHcA8JdFVI/AAAAAAAAB3c/DSTDRrUZwX8/s1600/Mario-Box-question-mark2.jpg<br />
  8. 8. Our starting point: private online communities<br />Invitation-only space representing various segments of our loyalty program and our hotel brands<br />Approach<br />Feedback (talking to us about us) and discovery (listening to our guests talk about themselves)<br />Mix of tactical and strategic activities<br />Benefits<br />Honest conversation<br />Ongoing dialogue<br />Speedy answers<br />Fresh insights<br />Cost efficiency<br />
  9. 9. ENGAGEMENT!<br />Which is what exactly? And again, how do we measure it?<br />
  10. 10. | Total member generated activities = 7,037<br />Engagement = actionable insights<br />=100 research activities<br />=100 member generated activities<br />Total research activities = 3,362<br />Examples: <br /><ul><li>Changed to the way we welcome and recognize guests
  11. 11. Expanded point earnings opportunities
  12. 12. Created a member referral program</li></li></ul><li>Digression: Stock Photography<br />#FAIL<br />
  13. 13. Photo by: M. Wald, Platinum member<br />Taken at the InterContinental Tahiti <br />
  14. 14. Engagement = guest-generated marketing collateral <br />
  15. 15. Engagement = guest-generated content<br />
  16. 16. Engagement = more effective promotions<br />Example #1: Gut check and tweak<br />Details: Needed to create a promotion against a tight deadline and with specific directives already in place from senior executives<br />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)<br />Payoff: Most elite members registered for double points PLUS significant incremental revenue<br />Example #2: Seed campaigns<br />Details: Triple Points Offer <br />Action: Seeded in the private community with an opportunity to send to friends and family<br />Payoff: Large volume of registrations and room nights PLUS strong ROI<br />
  17. 17. Engagement = new product development<br />Example #1: Priority Club Select Visa Card <br />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<br />Action: Embarked on a 12-month process of exploration, ideation, development and testing of product features and marketing strategy optimization<br />Payoff: Launched the new card in June 2010 with extremely positive results. One example: <br />The initial email marketing campaign delivered an 80% increase in new accounts vs. the previous email campaign (which featured the legacy product)<br />Example #2: iPhone and Mobile Apps<br />Details: Members were frequently discussing the need for a PCR mobile app<br />Action: Recognized unmet consumer needs and began to build, test and modify based on member conversations<br />Payoff: Significantly surpassed both revenue and download expectations<br />
  18. 18. ENGAGEMENT!<br />Answers to those nagging questions.<br />Perhaps most importantly: In many ways, our private communities closely mirror the more “scary” social web, putting us two steps ahead.<br />
  19. 19. Four quick takeaways<br /><ul><li>Don’t believe the hype… in a vacuum
  20. 20. Be strategic but be flexible and responsive
  21. 21. Focus on answering the questions that matter most to the business
  22. 22. Start somewhere</li></ul>Photo by: D. Kelleher Royal Ambassador in Vernazza, Italy<br />
  23. 23. Questions?<br />Email: nick.ayres@ihg.com<br />Twitter: @nickjayres<br />Foursquare: nickjayres<br />

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