October 26, 2012
In anticipation of our social media panel (“From Social Network to Social Business: Tales from the Social Media Marketplace”) at the 2012 International Hotel Motel and Restaurant Show in New York at the Jacob Javits Center on November 10, 2012, I recently sat down with Michelle Lapierre, who manages social media for Marriott Rewards and oversees Marriott’s engagement with the consumer.
Marriott first made a splash in social years ago with one of the first (and best!) CEO Blogs and today utilizes such channels as Facebook, Twitter, Pinterest and Foursquare.
Michelle is a brilliant communicator (perhaps her education in psychology and sociology contributes to that) and she shared a number of amazing findings and overall bon mots about Marriott’s engagement in social media.
Here are just a few of the topics we discussed:
- Traditionally, market research led hospitality marketers to speak to “travelers that happened to be people.” Today, social media enables Marriott to speak to “people that happen to be travelers.” It’s a “you’re a human being first approach, as opposed to your demographic and psychographic.”
- Print and electronic hospitality marketing has been steeped in interchangeable images of “the lady at the swimming pool” and the “guys playing golf.” Social enables Marriott to challenge its brand and truly differentiate by drilling down to the actual experiences of individual guests on a daily basis.
- The hospitality industry has customer care down to a science, literally. The mantra is track it, time it, resolve it. Any property understands the need to respond to negative expression, but social media has challenged us to figure out how to accommodate ongoing neutral and positive relationships, “we have to value increased talk time as opposed to limit it!”
- Hospitality is one of the few industries where the audience literally “gets naked” with the brand. It’s intimate and social allows Marriott to further enhance that intimacy with its guests.
Please join us on November 10 at Jacob Javits Center to continue the conversation!
*Michelle and I discussed all of this and more on that crazy device-the telephone!