1:30 p.m. – 2:15 p.m. Frank Lloyd Wright, Salon E
Secret Weapon in Social Marketing: Pairing Private and Public Communities
Nick Ayres, Manager of Social Marketing, InterContinental Hotels Group
Social marketing has created rich opportunities for building long-term customer relationships,
but navigating the risks and volume of such “open” technology takes a deft touch. InterContinental Hotels Group (IHG), operator of more than 4,400 hotels under the names Crowne Plaza, Holiday Inn, Staybridge Suites and others, has responded with a secret weapon: a selection of targeted private communities that serve as fleet-footed focus groups, enhancing and even building its much larger public communities.
These private social groups – of 300 to 500 select, high-value customers – are a safe place where IHG can test out promotional ideas and manage customer service issues. The responses, in turn, are extended to IHG’s much larger public communities and other social marketing initiatives, from Facebook to Twitter to Foursquare. And a separate community geared toward pet owners, at Staybridge Suites, is in the works. Learn how IHG is using social media to drive word of mouth activities, build communities and increase loyalty.
2:30 p.m. – 3:15 p.m. Frank Lloyd Wright, Salon A & B
These sessions will provide practical insights into key topics associated with the design, implementation and operation of loyalty marketing programs.
Survival of the Fittest: How Dotz is Evolving and Thriving in a Highly
Competitive Environment
Roberto Chade, Founder and Chief Executive Officer, Dotz
Jay Malowney, Vice President, International Corporate Development, LoyaltyOne
In 10 years, the Brazilian loyalty program Dotz burst from a mere concept into a leading network of 200,000 members and 50 online partners. Now it is revamping its program from the online arena
to a true bricks-and-mortar coalition with more than a dozen new sponsor brands to date.
In this session, Dotz CEO Roberto Chade will detail his plans to evolve the Brazilian online-only loyalty program to feature a retail-based coalition structure, very similar to the AIR MILES Reward Program. This plan includes the recent addition of 16 new sponsor brands such as a national bank, a regional grocer and a national fuel station chain. You’ll also hear from Jay Malowney of LoyaltyOne, who will share the lessons learned in building the successful coalition program that now defines Dotz’s evolutionary process. |
