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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It’s a journey?

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Image Source: http://upload.wikimedia.org/wikipedia/commons/7/73/Journey_band.JPG

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Every day is a winding road

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Image Source: http://www.localoracle.com/forums/gallery/index.php?n=7

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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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• 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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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

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Let’s ask some questions

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Image Source: tp://phillbarron.wordpress.com/2012/01/21/mystery-vs-confusion/

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Examples

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Holiday Inn Express and College Humor

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Source: http://www.youtube.com/watch?v=BwFwjxkYAVw

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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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#WallofAwesome

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#WallofAwesome example

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Thank you!