Individual influence on social media is relatively small, but becomes exponentially larger through indirect relationships and peer influence. Starwood realized it could engage with guests 365 days a year through social media instead of just during their stays. It addressed this by providing senior level support, global coordination, clearly defined objectives, rules, playbooks, the right technology, and means of measurement to manage social media presence across its 10 brands and 1000+ properties consistently through a single platform. It expanded its social media team globally to monitor and respond 24/7, trial new products, build best practices, and utilize data to refine its approach.

1. Starwood’sSocial MediaStory

2. 2 Individual Influence Relatively Small

3. 3 Individual Influence Exponentially Larger

4. The Power Of Peer Influence 4 Direct Relationships Indirect Relationships Our Guests Social Connection

6. Technology Had Created A Fundamental Shift In Managing Relationships

7. Participating In The Dialogue With Honesty & Transparency Would Build Equity

8. We Could Engage With Our Guests 365 Days A Year, Not Just The 7 Days They Stayed With Us5 What We Realized…

9. 6 What Did We Do? Senior Level Support Global Coordination Clearly Defined Objectives Rules & Playbooks The Right Technology Means Of Measurement

10. 7 Platform Provides Scale & Consistency 1 Platform 10 Brands 1000+ Properties Push Push Pull

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14. Expansion of Social Media team globally to monitor and respond 24x7

15. Trialing new products as they become available e.g Deals, Places

16. Building out best practices and case studies to share and educate the organization

17. Utilizing data to refine our product10 What’s next…