Tuesday, Jeff Feldman, VP of Strategy at Context Optional, an Adobe company, and Ellen Hahn, VP of Communications at Hyatt, spoke to the NYC and global audience at Social Media Week about the complexities of social global brand management. While challenges prevail, it’s not all doom and gloom. Ellen and Jeff settled into a candid and scholastic exchange that covered these essential questions:
–How many pages should a global company have, and what are the criteria?
–How do we manage the content on each page?
–How do we ensure a consistent brand but also enable the right local content and contributions?
–How do we collaborate socially with each branch and centralize the company message?
Many things were clear for global brands and the consumers that engage with them: authentic, centrally governed, locally relevant and engaging social media channels and sites are crucial, mandatory really.
Hyatt’s social media infrastructure was launched in June 2011 with Context Optional and Efficient Frontier leading the charge and started with 290,000 fans. To date, Hyatt has 900,000 fans – a great, not remotely miniscule, feat in the hospitality industry. This was accomplished organically and through social media campaigns, PR, paid media and as importantly, CMO-level support within the company to experiment in the social space. Hyatt wanted to “inspire travelers to get the best of their experience” but decidedly gleaned product development insights from fans, for instance, through social media channels they learned that consumers wanted their hotels to carry socks for those that forgot them.
While it’s still a journey, Hyatt’s social media focus has paid off in spades and will continue to do so.