melissa meulenberg - hard rock hotel chicago
DESCRIPTION
Presented at Chicago AMA's BrandSmart 2010, June 24 at the UIC Forum.TRANSCRIPT
Jumping into the Social Media Jumping into the Social Media MoshpitMoshpit
Melissa Meulenberg, eCommerce ManagerMelissa Meulenberg, eCommerce Manager
Background –
Implementation and Strategy –
Our HotelThe Hard Rock BrandWhy We Decided To Jump Into The Moshpit
OverviewOverview
General Information About Our ListingsStrategies We Use To Pick Up Fans And Followers
Our Social Media Method to Providing Kick Ass Service –
Damage Control –
Reward ProgramFavorite Social Media Guest Stories
OverviewOverview
Sticky Situations + How We Respond to ComplaintsOur Strategies for Acquiring Positive Consumer Reviews
BackgroundBackground
BackgroundBackground
381 Guestrooms
60% Corporate/Group, 40% Leisure
Independently owned and managed
AAA 4-diamond rating
No burgers
Hard Rock Hotel ChicagoHard Rock Hotel Chicago
Operating Values:
Create brand excitement through innovation
Deliver kick ass service
“To spread the spirit of rock 'n' roll by creating experiences that rock.”
Encourage everyone to maximize their potential
Take personal accountability for getting results
Practice honesty, integrity and professionalism
AUTHENTIC
BackgroundBackground
Hard Rock Corporate ValuesHard Rock Corporate Values
1,528 “Fans”/“Likes”2,650 “Followers”
Ranked #46
“Social Media”/ “Web 2.0” is defined as anything on the web that is generated by the “user”
BackgroundBackground
The Obvious –
Customer Service - to address customer service issues - respond to compliments/complaints.
Prospecting - to attract new customers.
The Not-So-Obvious –
CRM (Customer Relationship Mgmt) - to stay “front of mind” for past users.
Branding - to assert the Hard Rock Hotel Chicago as a subject matter expert on music, Chicago, and hospitality.
Why Did We Decide to Tweet/Facebook?
PR – to increase amount of potential users that know about our hotel.
BackgroundBackground
Getting StartedGetting Started
Be Interesting
Be Authentic
Our Guiding SM Principles
Getting StartedGetting Started
Be Funny
Be Helpful
Getting StartedGetting Started
Putting Our Best Face Forward on
Time Commitment – 5-30 minutes per day
Facebook Goal: One Update per Day. Response posted within 24 hours.
Pickup: +30 Fans/Week
Notes: Drink Recipes Packages/PromosOpen PositionsFunny Stuff
Getting StartedGetting Started
How We Roll (and Rock) on
Time Commitment – 5-30 minutes per day
Twitter Goal: One “Retweet,” One Update, One Mention/Response per Day
Pickup: +52 Followers/Week
Picking Up Fans and Picking Up Fans and FollowersFollowers
We Update Often
How Often Is Often?
What Do We Talk About?
Music News & ArticlesTravel News & ArticlesUpcoming EventsWelcomesRenovation UpdatesIndustry BuzzHashtag Topics
Chicago “Things To Do”PromotionsDiscountsBar Cocktail Recipes“Did You Knows”Charitable UndertakingsQuotes
How We Pick Up FollowersHow We Pick Up Followers
We Join in on Conversations
Not just conversations about US!
How We Pick Up FollowersHow We Pick Up Followers
We Use Hashtags/Trending TopicsUsing hashtags categorizes your tweets.
Commenting on trending topics allows a larger pool of users to find your tweets.
#followfriday
#traveltuesday
#musicmonday
#nowplaying
How We Pick Up FollowersHow We Pick Up Followers
We Pay Special Attention to Hashtags Used by Hard Rock Guests
#magnetglobal
#svmomschevy
#neocon
How We Pick Up FollowersHow We Pick Up Followers
We Cross-Reference
How We Pick Up FollowersHow We Pick Up Followers
How We Pick Up FollowersHow We Pick Up Followers
We Search…Everyday
<Default Search> @HardRockChicago – is someone that knows my handle talking to me or about me?
hard rock hotel chicago – is someone that does NOT know my handle talking about me?
How We Pick Up FollowersHow We Pick Up Followers
Prospecting:chicago hotel deal – is someone looking for a deal for a hotel in Chicago? What kind of deal can I send?
good chicago hotel – is someone asking advice about which hotel to stay in when they travel to Chicago?
Branding:Hard Rock – is there Hard Rock brand related news happening that I can retweet?
How We Set Up Our Searches On
How We Pick Up FollowersHow We Pick Up Followers
We Ran a Promotion
9 rooms for $9 on 09.09.09
“RT to win! @HardRockChicago is giving away 9 rooms for $9. Winners selected 9/9/09! #contest #hardrockchicago09”
Increased average weekly follower pickup rate by 350%.
How We Pick Up FollowersHow We Pick Up Followers
Our Social Media Version Our Social Media Version of Kick Ass Serviceof Kick Ass Service
(Plus Storytime)(Plus Storytime)
Seek out and respond to complaints/questions/concerns.
Provide assistance to questions that have NOTHING to do with our business.
Thank those who share compliments with their friends and followers in a special way.
Our “Social Media” Version of Kick Our “Social Media” Version of Kick Ass ServiceAss Service
Guiding Principles for Kick Ass Service Guiding Principles for Kick Ass Service
Our Version of Kick Ass Service on Our Version of Kick Ass Service on TwitterTwitter
Our Twitter/FB Reward ProgramOur Twitter/FB Reward Program
An in-house guest shares a compliment about us on Twitter...
We follow them...and click to their page to see if we can find their full name…
Our Version of Kick Ass Service on Our Version of Kick Ass Service on TwitterTwitter
Our Twitter/FB Reward ProgramOur Twitter/FB Reward ProgramWe do some detective work to see if we can find the guest. We usually can!
We read their blog/website/ Twitter feed to see if we can get an idea of what they like…
Our Version of Kick Ass Service on Our Version of Kick Ass Service on TwitterTwitter
Our Twitter/FB Reward ProgramOur Twitter/FB Reward Program
This guest’s blog mentioned Reisling
Empowerment Notification Form:Put in an order to room service for wine and Vosges chocolate bars
Handwritten Thank You Note…“Thank you so much for sharing your praises for the Hard Rock Hotel Chicago on Twitter! Here is some world-famous Garret’s Popcorn on me as a token of our appreciation. Please do not hesitate to let us know if there is anything we can do to make your stay more enjoyable.”
Our Version of Kick Ass Service on Our Version of Kick Ass Service on TwitterTwitter
Our Twitter/FB Reward ProgramOur Twitter/FB Reward Program
A Warm Welcome Originates On
Opportunity to open up communication
Comfortable for the guest
Our Version of Kick Ass Service on Our Version of Kick Ass Service on FacebookFacebook
Our Irreverent Sense Of Humor Gets Us Somewhere on
Our Version of Kick Ass Service on Our Version of Kick Ass Service on TwitterTwitter
PG-13
An Example Response to Neighboring Office Workers Who Complain About Seeing Your Hotels' Guests Naked
Hard Rock Hotel Chicago’s Notes
Hello. Our offices are across the street and it would be nice if you can inform your guests to shut the blinds of the window that is for the shower. Yesterday I saw some woman soaping up her junk. It was not pretty. She needed a waxing and a few sit ups, let alone her soaping
her junk.
Mr. XXXXX– Thank you for your observations about our bathroom windows affording you a unique and interesting view. Presumably, our guests can see that there is an office building across the street, and were they so inclined they could easily pull the blind. What can I say? I guess some of our guests enjoy a little exhibition.
John PriceGeneral Manager
Our Version of Kick Ass Service on Our Version of Kick Ass Service on TwitterTwitter
Original Letter General Mgr Response
Thank you Hard Rock Hotel. For saving me from abject humiliation from the certain circulation of internet photos of my postpartum ass.
Our Version of Kick Ass Service on Our Version of Kick Ass Service on TwitterTwitter
Mom101 Blog Comments:
This is the most awesome example of social media "customer service" that I have ever heard. Way to go, Hard Rock!
Amazing use of social networking. Like others have already said... how awesome they have a sense of humor AND good customer service.
That is awesome. and the hard rock people had me at the little dog with a mohawk.
I'm getting such a great chuckle! Those are the kinds of people who I want running the places I go!
Excellent reporting, 101. Love the GM too, it is refreshing to see someone enjoying their job and not taking life so dang seriously!!!
Our Version of Kick Ass Service on Our Version of Kick Ass Service on TwitterTwitter
Damage ControlDamage Control
Social Media Social Media Damage ControlDamage Control
Damage ControlDamage Control
Real SituationsReal Situations
We receive a poor review on Tripadvisor or Yelp
Our valet partners damaged a guest’s Porsche and the guest shouted about it on our wall
A disgruntled former employee made inappropriate posts on our wall
A guest tweeted about how our rooms are a “design abortion.”
Damage ControlDamage Control
Twitter Damage Control Example:
Damage ControlDamage Control
Damage ControlDamage Control
Glad you enjoyed your stay with us (and Elvis)! It really helps us out when our happy guests tell their fellow travelers about their experience on Tripadvisor. Here is a link if you feel so moved! <link>
Having a blast in the windy city. Hotel is awesome.
“Found” opportunities for providing great customer service for our guests.
Two-way engagement potential
Unique Source of referral and word-of-mouth support
What We See as the Real Return on What We See as the Real Return on InvestmentInvestment
ConclusionConclusion
Thank YouThank You
Melissa MeulenbergMelissa MeulenbergeCommerce ManagereCommerce Manager
Hard Rock Hotel ChicagoHard Rock Hotel [email protected]@hardrockhotelchicago.com