keynote - facebook for multinational brands

©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential

Social Contests and Sweeps for Multinational Brands

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Starwood Background

Brands

Hotel Pages

Hotel Pages

Hotel Pages

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The Problem

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Solution Objectives

Solution Objectives

Indemnifies

Terms

Self-Serve Platform

Set Limitations

Ensure Fulfillment

Establish Workflow

Multiple Languages

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Key Limitations: Contests vs. Sweepstakes

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Key Limitations: Consistent Prizing

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Key Limitations: Promotion Types

CONTEST/SWEEPS TYPE PROMOTION GOALS

Enter to Win New fan acquisition

Trivia/Quiz Audience engagement

Photo Contest/Sweeps Generating UGC

Survey / Poll Customer intelligence

There are a variety of reasons to run a promotion, some of those match up with different promotion types.

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Key Limitations: Network Selection

Icons via Social Media Delivered

The Solution

The Solution

Promotion Creation

• Simple creation flow

• Design customization

• Multiple language

• Rules template

• Workflow & permissions

The Solution

Analytics & Reporting

• Engagement

• Demographics

• Viral impact

• Web metrics

• Mobile vs. desktop

• Custom question breakdown

Sheraton Maui 50th Anniversary

Objectives

• Support the 50th Anniversary

• Build loyalty with the hotel

• Reward loyal guests, find new fans

Results

• 725 Entries

• 425 New Fans

• Significant sharing & discussion

Sheraton Toast Around the World

Objectives

• Support global Sheraton initiative

• Aggregate UGC from around the globe

• Build awareness of brand programming

Results

• 366 Entries

• 1,153 New Fans

• Significant sharing & discussion

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Promotion Statistics & Best Practices

Recommended Timing30-45 days for sweepstakes 60-90 days for contests

Promotion Types60% Sweepstakes 40% Contests

Average Fan Growth (big and small brands)2,378 new fans (in like/follow gated promotions)

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Promotion Checklist

What is the objective of this?

Is there an event or reason to have a promotion?

Do I have someone who can answer fan questions?

Do you have a marketing strategy to promote it?

Do you have a post-promotion marketing strategy?

Key Learning

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Key Learnings

Don’t make the barrier of entry too difficult

If you don’t hit expectations, tweak the strategy and try again

Ensure you have a marketing plan in place prior to launch

Sweeps vs. contests generate very different feedback