1. 9/30/2011
Social Media as Focus Group
Tapping into a Vast Resource, Privately
Nick Ayres
Manager, Social Marketing
InterContinental 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/
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2. 9/30/2011
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
Hold on, what did you just say?
Source: http://www.themusicwithinus.com/2010/05/03/enough-is-enough-transforming-overwhelm-into-effortless-action/
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
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3. 9/30/2011
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
ENGAGEMENT! Which is what exactly? And again, how do we measure it?
=100
Engagement = Actionable insights 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
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4. 9/30/2011
Digression: Stock photography
#FAIL
Photo by: M. Wald, Platinum member
Taken at the InterContinental Tahiti
Engagement = guest-generated marketing collateral
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5. 9/30/2011
Engagement = guest-generated content
Engagement = more effective promotions
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 = new product development
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
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6. 9/30/2011
ENGAGEMENT! 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.
Four quick takeaways
• 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
Photo by: D. Kelleher
Royal Ambassador in Vernazza, Italy
Questions?
• Email: nick.ayres@ihg.com
• Twitter: @nickjayres
• Foursquare: nickjayres
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7. 9/30/2011
The effect of word-of-mouth in loyalty
program acceptance, participation
and redemption
Grant Munro
Director, Social and Mobile
LoyaltyOne
gmunro@loyalty.com
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The effect of word-of-mouth in
loyalty program acceptance,
participation and redemption;
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1. Soil - Data
Transactional Data Engagement Data
Name Likes
Collector ID Comments
Purchases Share
Sponsors Downloads
Rewards Campaigns
Miles earned Clicks
Products Check-Ins
Dates App Launch
Times Re-Tweets
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2. Roots - Analytics
• Who are our customers?
• What are their needs?
• How do they behave?
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3. Trunk - Transformation
Transformation of your organization to
to a cultural commitment to social.
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4. Branches – Capabilities
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5. Leaves - Customer
Engagement Application
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12. 9/30/2011
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Results - Social
Fans Issuance
250, 000 Lift
20%
Engagement Sponsors
Rate Per 1000 Shopped
(EPM) 8%
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The Air Miles Ecosystem
• Test and Learn
• Proper Allocation Capital
and Resources
• Clear Communication
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Thanks!
Grant Munro
gmunro@loyalty.com
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