1:30 — Kurt Vanderah introduces Hilton Worldwide’s Director of Website Management & Communication, Shannon McDowell.
1:30 –- Shannon explains guests, hotels are talking and they want to lead the way. 3,500 hotels in 81 countries.
1:32 –- Shannon tells how Hilton put together committee and Altimeter Group to develop strategies, best practices, tools to roll out.
1:33 –- Shannon: Social media is just another channel.
1:34 –- Shannon: We’re trying to put together standards.
1:34 –- Shannon: We rolled out strategy last week but found inconsistent. Best practices were not being shared.
1:35 — Shannon: All brands and departments served on Hilton Worldwide Social Media Committee.
1:36 — Shannon: Rollout. Social media manager and committee. Standards and best practices Web site. Hotel-specific strategies.
1:36 — Shannon: 268 passed first round for social media manager hire.
1:37 — Shannon: Executive teams to brand managers to technical to Web analytics on committee. HR. Legal.
1:38 — Shannon: Hilton used internal site/wiki for Standards and Best Practices Web site.
1:39 –- Shannon: Online resource includes content related to Strategy. Process. Exploration. Measurement
1:40 — Shannon: Measurement is important. Maestro tool allows to measure what guests are saying and respond.
1:43 — Shannon: Research. Maestro data. Industry specific.
1:44 — Shannon: Socialgraphics. Only 9 percent of customers edit information. 1 percent producing on YouTube etc.
1:45 — Shannon: We set goals and wk with Analytics to track success.
1:46 — Shannon: Select sites. Long way to go from a global perspective.
1:47 — Shannon: Provided a brand checklist. Luxury different from other services.
1:48 — Shannon: Using Yammer internally. Share research. Share questions.
1:49 — Shannon: Rolled out last week. Working on online training modules. If you want templates, www.Doubletree.com/socialmedia is doing a really good job so far.
Q&A
Q: Phil from Domino’s Pizza: How did you build?
A: Symphony is brand of tool that we use. Not in-house.
Q: Kevin Dugan of Empower: Social Media aleady underway. How splintered?
A: Very splintered. Some hotels had friend pages created. Tried show best practices and give tools to help them.
Q: Experience with Yammer?
A: We started with wiki. A lot of brands were already on Yammer.
Q: Hotels fare against others?
A: Our guests are more prevalent in the space than we are.
Q: Are they also media spokespeople?
A: Brand is combo of marketing/pr. Can talk to any media. Learned from committee approach to get people who understand the space and passionate about it.
