Hilton Suggests - Social Media Strategies Summit | #1 ......social media presence approach begins. Respecting our customers’ desire to provide feedback through their channel of choice

Hilton Suggests Building Social Response Beyond Customer Care

2/9/17 Lee Diaz

In this Session

2/7/17 © 2016 Hilton Worldwide Confidential and Proprietary 2

•  Social Response: The critical need for listening & customer service •  Hilton Suggests: Surprising travelers around the world with local know-how

•  Where to Start: Creating a program that delights

@LeeDiaz24 / #SMSSummit

Social Response

Where are Your Customers?


With most of our guests using TripAdvisor, this is where our social media presence approach begins. Respecting our

customers’ desire to provide feedback through their channel of choice is important. Our drive is to work with our hotels to

actively respond to these reviews.

Our hotels are supported by a Social Response Team as well as Brand and Enterprise leads to develop best-in-class strategies

and aid in resolving issues.


Response Drives Engagement


Responding to reviews is a simple way to engage and retain guests.

Often times, businesses are too focused on customer acquisition - but

without your existing customers, the business doesn’t really exist. Providing a positive response to a negative review has the potential to

turn our critics into fans.

Interaction Creates New Fans & Advocates


One interaction with a guest can affect twenty new experiences

for other guests

You need to choose to listen to customer issues, respond to let them know we are aware, and find a solution. Guests will begin to acknowledge

your efforts, become satisfied, and become or stay loyal customers.

Feedback Informs Improvements


Customer feedback helps identify actual broken operations or

processes

Reviews (even the negative ones) are a gift. An outside perspective is sometimes one of the best ways to identify where we can improve our

practices. Taking the time to show our appreciation for their feedback is a key piece to providing 100% customer service.

Responding is Still Uncommon


Answering reviews is still uncommon, and being uncommon is awesome!

Every business attempts to differentiate themselves from their competitors through multiple avenues – responding to negative reviews

can be one of them. Companies are still trying to define and refine quality approaches for customer service today.


“Two people don't see the same event as opportunity. When one sees it a problem; others look to capitalize it

for optimum benefit.” - Ashish Patel

Hilton Suggests

A Tale of Two Programs


The Team Members of Hilton Suggests connect with travelers around the World through two core programs

@HiltonSuggests

hiltonsuggests.hilton.com


Reaching Travelers Around the World


Since 2009, Hilton Suggests has helped travelers on Twitter to explore all a city has to offer from restaurants, attractions, to hotels. Our team of local contributors around the world connects with travelers in 127 cities like New York City, Miami, London, and Shanghai, just to name a few.

Applying Our Vision


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.

The Essence of Surprise & Delight


Hilton Suggests not only clearly aligns with the Hilton vision. What makes this program special is our focus on Surprise & Delight to all travelers. The continued growth of Hilton Suggests considers how to evolve the supporting structure while maintaining this relentless focus on surprise & delight delivered through local know-how.

Many Personalities, One Profile


Hilton Suggests is a single social presence that is comprised of over a hundred personalities, delivery endless travel possibilities.

Facilitating Response


Each team member has their own queue to manage with the freedom to select what travelers they can and should respond to based on their personal experiences

The Queue The Conversation The User Experience

Personalized Recommendations


We communicate through Twitter – we help make travels easier and more memorable. Our focus is on offering simple, honest advice. •  Where to go / eat •  What to do and see •  Where to stay (if specifically requested) What type of recommendations do we give? •  New favorite pizza restaurant in Chicago. •  Great place for sushi in San Diego •  Yoga in NYC, etc.

Members reply with recommendations they have personally experienced

Response Selection


Hilton Suggests does not respond to every post that mentions a city, and not every every Team Member is equally equipped to answer every travelers’ question.

Our Locations


Abu Dhabi Agra Amman Amsterdam Anaheim Atlanta Austin Baltimore Bangkok Barcelona Batumi Boca Raton Bogota Boston Bozeman Buenos Aires Cabo San Lucas Cairns Cairo Cape Town Chennai Chicago Costa Rica Dallas Darwin

Daytona Dubai Dublin Egypt Frankfurt Fort Lauderdale Fort Myers Glasgow Glendale Hartford Hilo Hong Kong Honolulu Houston Hurghada Iowa City Ireland Istanbul Jaipur Jeddah Jordan Kauai Key West Kuala Lumpur Kyoto

London Los Angeles Luxor Madison Madinah Makkah Manchester Manila Maui McLean Memphis Mesa Melbourne Miami Milwaukee Minneapolis Mississauga Nagoya Napa, CA New Jersey New Orleans New York City Nottingham Oahu Oakland

Okinawa Oklahoma City Omaha Orlando Osaka Oxnard Palm Beach Park City Petrich Philadelphia Phoenix Phuket Portland Prague Providence Puerto Rico Quebec Quito Raleigh Richmond Riyadh Rome Rotterdam Saint Petersburg Salt Lake City

San Antonio San Francisco San Jose San Juan Sao Paulo Savannah Scottsdale Seattle Shanghai Sharm El Sheikh Singapore Sofia Strasbourg Sydney Tallahassee Tampa The Hague Tokyo Toronto Turin Vancouver, WA Waikoloa Waterford Washington DC Xiamen

The Hilton Suggests Travel Blog


As an extension of Hilton Suggests, we aim to host a Best-in-Class travel destination blog that: •  Inspires readers to dream of new

destinations •  Delivers an additional content option for

use by Hilton Suggests, Brand and Property social channels

•  Enables Team Members to speak to their cities as local experts by serving as travel bloggers.

Team Members as Travel Bloggers


Since 2014, 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.

Team Members serve as guest travel bloggers to share what makes their city special: the sights to see, the foods to try, and the events that make their location unique.

Where to Start

Define (& Refine) Your Production Methodology


Carefully construct a methodology that will enable short-term success, with a

long-term vision

Identify what you need to success, even if you do not have your ideal mix of resources. Leverage

partnerships and people. Determine core vision and supporting processes. Evaluate platforms and

corresponding costs.


Really Pay Attention to Your People


Consider what your people offer and discover the untapped value

they can deliver in social.

Carefully look at your employees. They offer untapped values, interests, skills, ideas, opportunities. When you take the time to really pay attention, you might just discover the value-add that you can deliver to social in your unique way.

Extending Hospitality + A Passion for Exploration


Internal Storytelling Matters


Take the time to develop your vision, brand, voice and story.

You do not have the opportunity to overlook the details just because you are launching an internal program. This is especially the case if your program is voluntary. Your employees’ time is precious. If you want attention (and

participants), you need to market accordingly.

Define Your Platform(s)


Identify where your effort will most naturally make the biggest impact

Inserting yourself into conversations on Twitter to offer tips is not only consistent with how people use

the platform, it also offers a quality value to travelers that weren’t looking to @HiltonSuggests. Where will your content make the greatest impact

for the people you are trying to reach?

Clearly Define “Success”


Determine your quantitative and qualitative standards for success

as early as possible

You need KPIs for your program. So, what are they? How do they relate to your program vision,

and to the broader success of the enterprise? But there’s likely more. Take time to define the

full range of results that you can consistently pull to define your program as a success.

Develop Meaningful Recognition Opportunities


You should deliver meaningful recognition opportunities for program participants. This is

especially true if your program is voluntary. And this doesn’t have to be a major line item. Even recognition certifications have seemingly regained meaning in this

more digitally focused world.

People enjoy being recognized when they do excellent work


“People will forget what you said, people will forget what you did, but people will never forget how you

made them feel.” - Maya Angelou

Questions?: @HiltonSuggests hiltonsuggests.hilton.com Lee Diaz @LeeDiaz24

Documents

Hilton Suggests - Social Media Strategies Summit | #1 ......social media presence approach begins. Respecting our customers’ desire to provide feedback through their channel of choice