IHG©
Rock Star Community Management
Team Social at IHG
October 7, 2013
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IHG©
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.
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IHG©
It’s a journey?
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Image Source: http://upload.wikimedia.org/wikipedia/commons/7/73/Journey_band.JPG
IHG©
Every day is a winding road
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Image Source: http://www.localoracle.com/forums/gallery/index.php?n=7
IHG©
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
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IHG©
• Pulsed strategic campaign execution and development
• Tactical management of campaign extensions across the social space
• Building our addressable audiences
CAMPAIGN MANAGEMENT
COMMUNITY MANAGEMENT
• Global/regional structure, staffing and processes
• Social media management system (Sprinklr)
• Brand-level presences across the most relevant channels
• Advocacy building
• Training and best practice documentation
• Legal guidelines and standards
• Property social guidance
• Measurement
• New technology POVs
CENTER OF EXCELLENCE
REPUTATION MANAGEMENT
• Global social listening platforms (Visible Technologies, Brand Karma)
• Social Media Customer Care (SMCC) triage team, processes
Our pillars of strategic activity
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IHG©
Rock star community management
Alissa Clauson@AlissaClauson
Bryce Kervin@Bryce_IRL
Carolyn Reed@carolyneats
Megan VanDoran@MegVanD13
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Image Source: http://megmurph.com/wp-content/uploads/2013/03/success-1.jpg
IHG©
Let’s ask some questions
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Image Source: tp://phillbarron.wordpress.com/2012/01/21/mystery-vs-confusion/
IHG©
Examples
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IHG©
Holiday Inn Express and College Humor
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Source: http://www.youtube.com/watch?v=BwFwjxkYAVw
IHG©
Holiday Inn 60th Anniversary | A History of “Firsts”
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Holiday Inn Then and Now
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Holiday Inn Then and Now
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Then and Now UGC
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Mosaic of UGC Then and Now Photos and Holiday Inn brand “Firsts”
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IHG©
#WallofAwesome
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IHG©
#WallofAwesome example
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IHG© Private and confidential
Thank you!