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? 

Key Take­aways:

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 case:

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.

1 comments
Emerson
Emerson

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