Remember when travelling was fun? You may need to think back a bit, but at some point in your life, it was. Probably before you started traveling for work – from childhood up through college, travelling was something you’d look forward to and revel about to your friends.
Then your world got busy. And travel was less about vacation and more about early mornings and late nights at conferences, all-day meetings in windowless rooms, and choking down a luke-warm dinner from room service while catching up on all the emails you missed throughout the day. Couple that with getting manhandled by TSA, calming your temper when flights are delayed, and then battling your seatmate for the middle armrest…it’s a fact, travelling is a major drag!
Everyone is a jet-setter and social media can help ease the burden. Hilton Hotels & Resorts agrees, as evidenced by @HiltonSuggests, a real-time marketing campaign focused on sifting through Twitter posts to find disgruntled travelers. These travelers aren’t even reaching out to Hilton, they’re just venting their misery to the world and Hilton is listening. It’s strategic eavesdropping or “Twitter Magic.” Aimed at brightening people’s day a bit with some local advice, a group of 100 Hilton ambassadors will recommend local restaurants and attractions. These employees, while social media users in real life, aren’t part of a social media team. They’re just motivated souls that enjoy providing value and take pride in their cities. The team is spread across the globe and each member has his or her own area of expertise, from concierge, to bell staff, and even a few chefs.
70% of companies ignore customer complaints on social media and many others use real-time marketing the wrong way. Jay Baer, President of Convince & Convert said it best. “Real-time marketing is about sideways communication. Brands that try to promote themselves in real-time, are just boring… faster.”
A few weeks ago at the Social Media Marketing World Conference (#SMMW14), I was fortunate enough to speak with Vanessa Sain-Dieguez, Director of Social Media Planning & Integration at Hilton. She mentions that, “real-time marketing is about what’s relevant, not what’s trending.” And does it get any more relevant than finding a place that sells cheeseburgers with doughnuts as buns? I think not.
So next time you want to rant about your travel issues using social media, take comfort in knowing that it may result in a little nugget of joy when Hilton gets you back on your feet. On top of that, the company has embraced cloud technology with a recent implementation of various SuccessFactors solutions for HR. David Mallet, Senior Director of Workforce Analytics, Metrics, and Support at Hilton wanted to ensure that the company can, “get the best talent and keep the best talent.” Inevitably eliminating any risk of that luke-warm room service. Now, if Hilton could just find a way to assist you at the airport security gate.