starwood’s social media presence
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DESCRIPTIONSTARWOODS SOCIAL MEDIA PRESENCE. WHY IS SOCIAL MEDIA AN IMPORTANT PLACE TO TELL YOUR STORY?. 73% of p eople believe companies l ie in advertising. 83% of Mad Mens time-shifted audience fast forwards through the commercials - Tivo 2009. - PowerPoint PPT Presentation
STARWOODS SOCIAL MEDIA PRESENCEWHY IS SOCIAL MEDIA AN IMPORTANT PLACE TOTELL YOUR STORY?83% of Mad Mens time-shifted audience fast forwards through the commercials-Tivo 2009
73% of people believe companies lie in advertising.2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer,.Power of Social Influence#1 trusted source in selecting a destinationRecommendation of a family or friend: 79%The Key factor in selecting hotelRecommendation of a friend or associate: 64%
Source: 2009 Travel Weekly Consumer Trends; 2009 Leisure Travel Monitor2008 2009 Changing Tide
YOUTUBE = 44%
FACEBOOK AGGRESSIVELY RISING INFLUENCER FROM 9% > 33%
REVIEW SITES RAPIDLY DILUTING THEIR INFLUENCETRIP ADVISOR ALONE IS DOWN FROM 44% > 27%
+/- BASELINE = HOTEL WEBSITES 43%
19% OF PEOPLE WHO USE THE WEB TO RESEARCH TRAVEL CONSIDERED SOCIAL MEDIA WHEN MAKING DECISIONS VS. 1% IN 2008
Social media is changing the way people travel.It's replacing recommendations from experts and strangers witha targeted selection of information from acquaintances and their networks.
Social media rewrites rules of travel AP: December, 2009
+350,000,000 Friends+350,000,000 Friends130 Friends Average
+350,000,000 Friends130 Friends Average+350,000,000 Friends130 Friends Average20+ Unique impressionsper user interaction.
45.3 million active US users in the last 30 days
Fastest growing segment: Women over 55, up 175.3% in the last 120 days.
Faster growth with women than men in almost every age group.
56.2% of Facebooks audience, up from 54.3% late last year.
45% of Facebooks US audience is now 26 years old or older.Today, over three fourths of Facebooks US traffic comes from people over 25: 28% are 35-3423% are 35-44, 18% are 45-547% are over 55. Burts Friends now know that he has become a fan of something.20%Katies friends have been made aware that she would like to know more about what Burt is a fan of.Marthas friends have been made aware that she approves of Burts Fandom.20%20%
21Burts Friends now know that he has become a fan of something.100
Katies friends have been made aware that she would like to know more about what Burt is a fan of.Marthas friends have been made aware that she approves of Burts Fandom.60130290 Positive Brand Exposures
Gateway to Mobile- Publish everywhere- Always available- Cross platform- Highly distributed
StructureOVERLAPPING INDIVIDUAL INITIATIVES THAT GAIN EXPOSURE, BUT DONT MULTIPLY IT OR SHARE IT ACROSS THE ORGANIZATIONVISIBILITY BETWEEN PROPERTIESSHARED CONTENTPERSONAL BEST PRACTICESCUMULATIVE GROWTH ACROSS ALL PROPERTIES
Structured Social Media PresenceStandardize formats across all property experiencesShare best practices and successes across all propertiesActively use destination to engage in social mediaEntice brand engagement throughUnique ContentCompelling photographyProperty branded content Establish editorial calendar Content StrategySTARWOOD CONTENT STRATEGY"Social media and travel are a perfect fit, because they both are built around this idea of sharing experiences and storytelling."
Mary Madden, a senior researcher at the Pew Internet and American Life Project in Washington, DC.
Utilize Facebook as the primary blog or conversation starter Users are more comfortable and passalong is easiest within this mediumSecure blogger(s) from each island to write content on property and destinationCreate photo and video libraryProactively pursue excellent user generated contentIdentify on property content participantsChefs recipesMixologistsDirectors of FunDirectors of RomanceAllow for managed user generated contentAlways particpate, elevate, and reward users for participatingIdentify offers/membershipsSPGSTARWOOD CONTENT STRATEGYSTARWOOD CONTENT STRATEGY
STARWOOD CONTENT STRATEGYEditorial calendar: co-created contentContract bloggers for each island to post regular island activity based blog postsFamily activities & soft adventure: Liza Pierce, A Maui BlogRomance & weddings Robyn Aiea, Pacific Rim Weddings MagazineCultural experiences Peter Apo, Native Hawaiian Hospitality AssociationContract Flickr photographers for monthly photo albumsHaiku GaryKurt Chambers
Editorial calendar: Branded contentDirector of Fun weekly postsActivities/excursions taking place on propertyConciergePlanning and activity tipsLocal insightsDirector of RomanceDestination wedding tipsUnique honeymoon experiencesProperty hosted events:Creation - A Polynesian JourneySheraton Maui Cliff Diving CeremonyProperty branded recipes and activitiesThe Royal Hawaiians Signature Mai TaiAha AinaSTARWOOD CONTENT STRATEGYUse Twitter as a way to broadcast other content1 2 tweets per dayEvent remindersSpecial offers Facebook contentPressLive event commentsRT positive contentRT brand contentRT destination specific contentSTARWOOD CONTENT STRATEGYFAN BUILDINGUtilize promotions to drive social activity and engagementObjective: Generate noise across social propertiesLink Facebook & Twitter together to generate a strong and engaged followingStrategyGive away super-trips at each of the properties based on users social media participationUtilize PR, social media, partnerships and traditional advertising to promote and execute reward vacationsSTARWOOD FAN BUILDING STRATEGYSOCIAL MEDIA MONITORINGMonitor reviews on community sitesElevate to appropriate hotel staff to respond when issues ariseWork with GM to craft responses to posts on site, briefly.Take conversation one on one to resolve when necessaryPost positive response summaries regarding resolution
SOCIAL MEDIA MONITORINGReporting on social trends:Social Sentiment TrackingBaseline at project launchTrack Starwood Track top CompetitorsSummary of online reviewsAll properties, monthly reportingTotal fansInteraction ratesLearnings and optimization suggestionsSOCIAL MEDIA MONITORINGPoint of ContactPoint of contact:Lynette Eugenio: OahuLyssa Omori: MauiJosh Martin: Big Island, KauaiBill Weeshoff & Patrick Spargur: Starwood Hawaii Structure social media initiatives, tactics and optimization.
Due DatesMonday, February 8:Due from properties Point of contact for each property identifiedAdmin access to facebook pagesAccess to twitter pagesNames of potential content providers from on propertyList of key initiatives/topics for each property
Due DatesFebruary 8 February 12:MVNP to structure social media presenceMVNP to provide draft editorial calendar to each property for feedback/approvalMVNP to provide operational structure for updating/managing contentFebruary 17:Feedback and approval due on editorial calendarFebruary 18:Properties and MVNP implement editorial calendarMVNP to establish relationships with external content providersNext StepsFebruary 19Meet with remaining Starwood properties to complete social media structure and editorial calendarsFebruary 26Structure for Hawaii region completeWeek of March 8Editorial calendars complete and operatingAprilFan Building promotionMonitoring & ReportingMonitoringEstablish Criteria for positive and negative responses working with Starwoods staff and in consideration of Starwoods Corporate policies.Create escalation procedure for each property for feedback on issues that need to be resolvedReportingDevelop reporting format for monthly reportsDetermine the types of monitoring requiredEstablish an appropriate reporting mechanism
9 tips from 5 companiesDon't pick fights, Be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.
Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.
9 tips from 5 companiesWith conversations, participate online. Dont broadcast messages to users.
With moderation, only police where we have to. Trust users.
9 tips from 5 companiesAlways pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate. But if it gives you pause, pause.
It's a conversation. Talk to your readers like you would talk to real people in professional situations. In other words, avoid overly pedantic or "composed" language.
9 tips from 5 companiesSeparate opinions from facts, and make sure your audience can see the difference.
Aim for quality, not quantity. Offer your contribution with context whenever you can. Provide links to other blogs, media articles or whatever sources you think are necessary. Make your content rich and interesting for others to read.
9 tips from 5 companiesBe Real.