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Social Media Risk
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Social Media Risk
Moderator| Brad Fishman, CFE, CEO Fishman PR Speakers| • Heather Neary, Chief Marketing Officer, Auntie Anne’s, Inc. • Harvey Homsey, CFE, Vice President, Franchise Systems,
Express Services, Inc. • Ama Romaine, Vice President & Senior Counsel-Brands, Hilton
Worldwide
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
SOCIAL MEDIA PRESENCE Platform December 2012 December 2013 Growth Facebook (Consumer) 735,000 817,277 +11.19%
Facebook (Retail) 1,972 4,116 +108%
Twitter (Consumer) 28,030 33,137 +18.22%
Twitter (Franchising) 253 507 +100%
Instagram Not active 1,077
LinkedIn Not active 252
Vine Not active 651
Pinterest 665 1,505 +126%
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
SOCIAL MEDIA
STRATEGY
Establish Policies
Collaborate
Stay Relevant
Respond, Respond, Respond
Partner with
Agencies
Pay to Play
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
SOCIAL MEDIA STRATEGY •Social Media policies aren’t
just around for increasing workplace productivity anymore.
Establish Policies
•Ultimately, the Community Manager should not be the only individual with eyes and ears in the social realm.
Collaborate
•You’ve all heard it before… we’re in the “ever-changing world of social media.”
Stay Relevant
• It’s a 24/7 social media economy. What used to be an acceptable 1-hour response time is now expected to be a 5-minute response time.
Respond, Respond, Respond
•Let’s just admit it: we’re not all social media experts.
Partner with Agencies
• It’s increasingly difficult to gain the attention of the consumer in social media.
Pay to Play
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
LOCAL SOCIAL MEDIA USE
“Using social media outlets such as Facebook and Twitter allows us to reach our customers in a whole new way. We can now customize ads and posts to be more personal; to make the customer feel like we are talking specifically to him/her. With the ability to geo-target Facebook ads and
post about local community and mall events, customers feel like they can relate to the content on a personal level. I highly recommend using
specialized platforms to organize social media marketing. They make life much easier with the option to schedule out postings, events, and statuses
for future dates. The bottom line is that social media is not going anywhere anytime soon, and it is an outlet we must take advantage of if we want to reach and relate to the future generation of consumers at a
local level.” - Amanda Allen, Marketing Specialist, AMA Pretzels, Inc.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
LOCAL SOCIAL MEDIA USE
“Lisa and Jim Fullerton (A Novel Idea) of the San Antonio/San Marcos Market are committing time, effort and resources to determine the monetary value that social
media brings to the local Franchisee. By being able to post pictures of mall events and local content to entice our customers, Facebook pages for individual stores have come alive. Auntie Anne’s corporate page has created an excellent footprint for Franchisee’s
to mimic. It is possible to add RSS local feeds, current campaigns, and coupons for each store’s page. Maintaining a library of graphics to be used is essential and has been
supplied by Auntie Anne’s. A “Like us on Facebook” counter card has been strategically placed at all store fronts to engage customers. Fanning out to other social media
outlets such as Foursquare, Twitter, Pinterest and Instagram will ensure the freshness of our message which will mirror the freshness of our products.”
- Val Marshall, Director of Marketing, A Novel Idea, LLC
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
R I S K
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
WHAT WE’VE LEARNED
KNOW YOUR FANS
KNOW WHAT YOUR FANS
WANT FROM YOU
PROVIDE SHARABLE,
REALISTIC, & CONSISTENT
CONTENT
EDUCATE THE FRANCHISE
COMMUNITY
PREPARE TO BE IN IT FOR THE LONG
HAUL
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
COLLABORATE • From the
beginning •Cooperative team
of A-players •Mix of disciplines
EDUCATE •Develop a
policy/guidelines •Corporate
Community • Franchise
Community •Talk benefits
MONITOR •24/7 •No breaks in the
social media world
•Always on the lookout
RESPOND •Response rate
is key •Be timely •Be impactful
REACT •Be flexible when
risks arise •React quickly •Be thoughtful
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
CONTACT INFO Heather Neary, CMO, Auntie Anne’s, Inc. [email protected] @HeatherLNeary Heather Leed Neary
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
THANK YOU. ANY QUESTIONS?
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Harvey H. H. Homsey Vice President – Franchise Systems
• International Staffing Franchise • Headquartered Oklahoma City • Provide full time and part time in all niches • 100% franchised – individual owners • 680+ offices worldwide • Paid 400,000 people companywide in 2013
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Social Media and Website Sites – Corporate Website and Individual Offices’ Sites – Facebook:
• Clients and Prospects • Job Seekers • Office Facebook Pages
– LinkedIn: Corporate and Individual – Twitter:
• Company Wide • Franchising • Office Twitter Accounts
– Etc.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
• Damage to Your Brand or Reputation • Liabilities to Franchisor/Franchisee Relationships • Compliance Issues for Highly Regulated Industries • Exposure/Possible Legal Risks/Actions • Not doing anything at all; not being “social” • Spending too much time on an issue • Arguing/disagreeing/emotions online • Letting your message get stale
Social Media Risks/Challenges
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
• Knowledge of Associated Risks with Your Business • Policies and Procedures/Best Practices/Guidelines
– Franchisor and Franchisee
• A Plan of Action Should an Emergency or Crisis Arise • Training Programs: Franchisor and Franchisee • Monitoring/Managing Tools • A Reporting System • Consistent Clean Branding/Messages/Responses
Requirements for Social Media Risk Programs
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
• Franchisor Level: 24/7 – Monitoring System – Team Concept
• Franchisee Level: A Few Times a Day – We are 100% franchised – Owners sell, recruit, and live in their territory – They are responsible for monitoring – They respond locally: guidelines available
Note 1: Watch Others! Note 2: If not actively using social but have a presence, monitor periodically.
How Often to Monitor Social Media
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
What • From HQ
– Brand/Look/Etc. – General Content
• Franchise Owner Level – Provide Brand/Look/Etc. – Posts/Comments on Their
Own Sites with Guidance
How/What to Control For Your Brand
How • How to Guides • Graphic Support • Content Library • Comments Library • Training
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
• Build Relationships Where Possible: Think • Be Authentic/Real/Nice • Once Posted It’s There • If Needed, Engage the Person One on One • Franchisor/Franchisee Work Together • Contact Legal
Actions to Take for Less Than Excellent Reviews
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
1. Be Social: Be Authentic, Respond, Monitor 2. Run a Great Store or Office 3. Keep it Simple: Stay On Top/Ahead 4. Communicate and Work Together 5. Keep the Brand Pure
Five Suggestions To Improve Social Media Risk Programs
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Questions?
Contact [email protected]
Questions and Contact Info…
Social Hospitality Social Media - Beyond the Front Desk
Presented by: Ama Romaine VP & Senior Counsel, Brands
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
A generational platform shift In St. Peter’s Square
Between screens
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
The average person looks at their phone every 6 minutes...
150 times per day
If you’re awake, you’re connected
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
We constantly need to balance
Social & Online
Franchise Principles
2/9/2014 29
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
Comprehensive Online Support
30
The goal of EDGE is to offer hotels
comprehensive online support in order to
compete effectively in today’s
highly competitive and ever-changing
online environment.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
Hands-on Support 1. Hotel’s single point of contact for their Global Web site and online
marketing strategy
2. Aligned by region to provide in-depth understanding of the market, need periods and competitive landscape
3. Guide hotels through the process of making the most of online presence
4. Optimize each hotel’s participation in various online programs
5. Manage paid advertising centrally (as we do offline) to optimize our
investment
31
Every hotel is assigned a dedicated eCommerce Manager
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
Navigating the Online Space … customer reviews
32
Social Media Strategy
Global Web Content
Local Search Listings
Paid Search
Online Retailing
TripAdvisor
Mobile
Brand Marketing Opportunities
Search Engine Optimization
Analytics & Reporting TripAdvisor
In years past, Joe may have shared his frustrations with his family (perhaps by making a phone call that he would pay for by the minute) or with a colleague if he remembered when they met for meetings the next day.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
The New Customer Experience
© 2013 Hilton Worldwide Confidential & Proprietary
33
Now, Joe can share with a much larger audience before he even pays the bill. However, by listening, we have the opportunity to provide resolution, making Joe happy.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Importance of Responding to Reviews
All hotels are expected to respond to all TripAdvisor reviews based on certain parameters
Before booking a trip, 66% of our guests read ratings / reviews, 32% read travel blogs and 29% read travel forums.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
• copy Guest Assistance and BPS on the review emails.
• Guest Assistance agents will work with the hotel to resolve the issue with the guest (just as they did when we didn’t have social media and we had call centers).
• Social media seems loud, but it’s important not to
over-amplify. Do the research – respond, but be consistent. Don’t favor social channels over non-social channels.
It is important to integrate social media across all channels
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
70% of companies ignore customer complaints on Twitter
Reality Bites ...
1. xxx 2. xxx 3. xxx Notes: xxx Source: xxx
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February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
Same as if we called customer service and got a great rep The ideal outcome
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
Extension of the front desk Hilton Suggests … Surprise & Delight
1. xxx 2. xxx 3. xxx Notes: xxx Source: xxx
Questions? Ama Romaine [email protected]
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Give Us Your Feedback! • Log on to the IFA App. • Find our session under the appropriate day on the Schedule Tab. • Click on the green button that says “Tap
here to take a survey for this event.” • Follow along with the instructions. It will take just a minute or two but will help us for future programming! Thank you!!
