Rock Star Community Management by: Nick Ayres

Dec 19, 2013Download as PPT, PDF1 like749 views

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.

Rock Star Community Management

Team Social at IHG
October 7, 2013

IHG©

#digATL

It’s a journey?

Image Source: http://upload.wikimedia.org/wikipedia/commons/7/73/Journey_band.JPG
IHG©

#digATL

Every day is a winding road

Image Source: http://www.localoracle.com/forums/gallery/index.php?n=7
IHG©

#digATL

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
IHG©

#digATL

Let’s ask some questions

Image Source: tp://phillbarron.wordpress.com/2012/01/21/mystery-vs-confusion/
IHG©

#digATL

Holiday Inn Express and College Humor

Source: http://www.youtube.com/watch?v=BwFwjxkYAVw
IHG©

#digATL

Holiday Inn 60th Anniversary | A History of “Firsts”

IHG©

#digATL

Thank you!

IHG©

Private and confidential

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Rock Star Community Management by: Nick Ayres

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. IHG© #digATL

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 IHG© #digATL

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 • • IHG© 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 #digATL

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 IHG© #digATL

Editor's Notes

#19: Closing slide [uses End �ݺ�ߣ Master] All elements are fixed on the Closing �ݺ�ߣ and only the text message is editable, this appears white in Georgia Bold Italic over a maximum of two lines. The date and footer info can be edited across all slides by using the ‘Header and Footer’ settings (do not edit these manually on the individual slides). The panoramic ‘Brand bar’ is a fixed element and should not be removed. Do not edit the ‘Panoramic bar’ in any way, this is an important identification device for IHG.

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Rock Star Community Management by: Nick Ayres

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