leveraging social data - social media strategies summit · drive the strategy for your social...

Leveraging Social Datato define and drive strategy

Lee Diaz 10/19/17

1. Identify internal opportunities for efficiency

2. Drive the strategy for your social programs

3. Reflect the opportunity to partner with other digital channels

4. Improve communications and build internal awareness

5. Understand participation and improve results through recognition

Q&A

How to use data to:

Using social data to inspire action, drive growth, and evolve strategy

10/19/17 © 2017 Hilton Confidential and Proprietary 2

5 USE CASES

Identify•  Internal opportunities for efficiency

Evaluating the internal social landscape


INCREASING SOCIAL EFFICIENCIES

What would you say your current social landscape looks like? On a scale of complexity, where would your brand be?

1 10

Using the data available to identify opportunities and gaps


EVALUATE YOUR SOCIAL TOOLSET

Are your social tools effective? How do you know? -  Set your KPI’s, determine effectiveness

measures

What is the purpose of the tool?

–  Listening, publishing, response, etc.

What is your definition of success?

-  Adoption, engagement, cost savings

The best way to evolve your social initiatives


GET THEM WITH THE DATA

Have you performed a quick check to make sure that you have the right toolset?

Drive•  the strategy for your social programs


A LOOK AT LOBBY BUZZ Engaging our company of influencers

Lobby Buzz is our core word of mouth marketing app that engages Team Members as

influencers for Hilton by delivering meaningful content to share with

their personal social networks.

A small study that exposed incredible potential


TEAM MEMBERS ARE SOCIAL INFLUENCERS

1,043 Users have connected their social networks

to Lobby Buzz

The reach of your Team Members to connect to new audiences through their personal social networks may surprise you

959 Average Followers per

User that has connected a social

network to Lobby Buzz

1.0M Collective followers from just 1,043 users on Lobby Buzz

Our Team Members are a powerful group of influencers


THE SOCIAL REACH POTENTIAL

13.0K Team Members

currently in Lobby Buzz

160.3K Corporate + O/M Team Members

12.5M Estimated Followers

153.7M Estimated Followers

Our Team Members as influencers


THE IMPACT OF LOBBY BUZZ

Team Members have been actively sharing our company successes, travel and foodie inspiration and more with their friends, family, and

professional networks.

13K Lobby Buzz Users

42.5K Social

Engagements 2.3M Social Reach

$145.4K EMV

Leveraging results to create publisher partnerships


DELIVERING MEANINGFUL CONTENT

Through Lobby Buzz we are able to delivers meaningful Hilton content from across our company, our brands and the industry into one place

By leveraging program results, we have been able to: •  Evolve our content strategy away from

feeds to content that is created custom and unique for this channel

•  Identify best practices for content based on highest performing releases

•  Inspire individual brand marketing leads to own individual channels and publish unique content onto Lobby Buzz

•  Evaluate performance of specific releases

Reflect•  the opportunity to partner with

other digital channels

Delivering in-depth personal travel insights


THE HILTON SUGGESTS TRAVEL BLOG

79 Posts produced by

Team Members around the globe

The Hilton Suggests Travel Blog has given travelers an in-depth personal perspective on where to go to discover all a city has to offer. Since January 2016,

our ability to partner with Team Members as travel bloggers has resulted in:

101.1K Views of Hilton Suggests Travel

blog posts

Encouraging Team Members to travel and explore


INTERNAL ACTIVATION: GO HILTON

In partnership with Go Hilton, Team Member blog entries are also highlighted on our intranet, the Lobby, and: •  Inspire Team Members to consider new

destinations as a part of Go Hilton •  Expose Team Members to new cultures,

perspectives, sights, and opportunities •  Create conversations among Team Members

about where they want to travel to

Key Social Data Points: Short link Click-Through: Over 3,300 views TM Referrals: Over 45 new blogger leads

Expanding where to inspire guests to dream


WI-FI LANDING PAGES

Consistent delivery of quality content has led to new placement opportunities •  Team Members provide a local touch that

aligns with larger brand strategies for inspiring travel

•  On-property Wi-Fi landing pages highlight articles on local spots and things to do

•  Opportunity to align content with core objectives of other teams

Key Social Data Points: Placement: 78 Markets covering over 1,000 Hilton properties Increase in Views: +288%

Improve•  communications and build internal

awareness

Transforming response to social questions


SUPPORTING OUR PROPERTIES

We studied the results of communications efforts to identify how to improve support for our properties when they have a social presence

From an Social Support Inbox: Emails Received: 200+ each week Time for Reponses: 13+ hours each week

To a Social Media Hub: Content Created: 381 documents Views: Over 51,000 Team Member Follows: Over 1,800

19 10/19/17 © 2017 Hilton Confidential and Proprietary

EVOLUTION OF A SOCIAL MEDIA NEWSLETTER Gathering insights to determine the impact of communications

How do you define and measure the success of your communications efforts? We shifted how we delivered content to internal stakeholders

In doing this, we could identify: •  Open Rate •  Click-through Rate This enabled our team to: •  Establish baselines & goals •  Adjust execution •  Test content delivery (A/B) •  Determine need to continue

initiatives

Understand•  Participation and improve results

through recognition


HILTON SUGGESTS

Hilton Suggests serves as an online extension of Hilton's vision... To fill the earth with the Light and Warmth of Hospitality… We do this one tweet at a time.

Living out our founder’s vision


ACTIVATING A PASSION FOR EXPLORATION

Our Members are Foodies, Frequent Flyers, and Culture Explorers offering other travelers advice based on their experience.

The opportunity to create connection

Revealing a world of travel inspiration


SHARING LOCAL INSIGHTS

116 Team Members supporting the

Hilton Suggests program

Hilton Suggests members connect to travelers around the world to deliver personal tips on where to eat and explore to help transform travel experiences.

114 Markets covered by

these members both domestically and

internationally

18.4K+ Responses since January 2016 sent to travelers offering ideas

Uncovering compelling interactions


INDIVIDUAL ENGAGEMENT RESULTS

We leverage Twitter’s native engagement reporting to help identify compelling interactions with travelers around the world

Weekly Top 5 Tweets of the Week

Quarterly Essence of Surprise & Delight

Key Social Data Point: Twitter Impressions: Quickly find potentially impactful interactions

Studying activity revealed a need for individual recognition


A FOCUS ON DRIVING ENGAGEMENT

We launched new recognition opportunities available to all Team Members based on monthly, quarterly and annual results

Monthly Tweet Star Certificate

Global Guide Award Levels

Key Social Data Point: Responses: Aside from overall program goals, we established a target goals for each Team Member

150 – 299 Tweets

300 – 449 Tweets

450+ Tweets

[email protected] @LeeDiaz24

leveraging social data - social media strategies summit · drive the strategy for your social...

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