Social Media as Focus Group: Tapping Into a Vast Resource, Privately
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Transcript of Social Media as Focus Group: Tapping Into a Vast Resource, Privately
Social Media as Focus Group Tapping into a Vast Resource, Privately
Nick AyresManager, Social MarketingInterContinental Hotels Group@nickjayres
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/
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 4,400 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
Source: http://www.themusicwithinus.com/2010/05/03/enough-is-enough-transforming-overwhelm-into-effortless-action/
Hold on, what did you just say?
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://www.pressthebuttons.com/2005/12/in_search_of_an.html
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
Which is what exactly? And again, how do we measure it?
ENGAGEMENT!
=100 research activities
=100 member generated activities
Total research activities = 3000+ | Total member generated activities = 7000+
Examples:
• Changed to the way we welcome and recognize guests
• Expanded point earnings opportunities
• Created a member referral program
Engagement = Actionable insights
#FAIL
Digression: Stock photography
Photo by: M. Wald, Platinum memberTaken at the InterContinental Tahiti
Engagement = guest-generated marketing collateral
Engagement = guest-generated content
One example: Gut check, 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
Engagement = more effective promotions
One example: iPhone, Mobile Apps• Details: Members were frequently
discussing the need for a Priorty Club Rewards (PCR) mobile application
• Action: Recognized unmet consumer needs and began to build, test and modify based on member conversations
• Payoff: Significantly surpassed both revenue and download expectations
Engagement = new product development
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.
ENGAGEMENT!
Photo by: D. Kelleher Royal Ambassador in Vernazza, Italy
• Don’t believe the hype… in a vacuum
• Be strategic but be flexible and responsive
• Focus on answering the questions that matter most to your business
• Start somewhere not somewheres
Four quick takeaways
The effect of word-of-mouth in loyalty program acceptance, participation and redemption
Grant MunroDirector, Social and [email protected]
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The effect of word-of-mouth in loyalty program acceptance, participation and redemption;
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1. Soil - Data29
Transactional DataNameCollector IDPurchasesSponsorsRewardsMiles earnedProductsDatesTimes
Engagement DataLikesCommentsShareDownloads CampaignsClicksCheck-InsApp LaunchRe-Tweets
2. Roots - Analytics30
• Who are our customers?
• What are their needs?
• How do they behave?
3. Trunk - Transformation31
Transformation of your organization to to a cultural commitment to social.
4. Branches – Capabilities32
5. Leaves - Customer Engagement Application
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Results - Social34
Fans250, 000
Issuance Lift20%
Engagement Rate Per 1000 (EPM)
Sponsors Shopped8%
The Air Miles Ecosystem 35
• Test and Learn• Proper Allocation Capital
and Resources • Clear Communication
