Thanks to my podcast series, All The Social Ladies, I have had the chance to interview a number of women who are at the forefront of the social media industry and who are leading the way with amazing results. This can certainly be said of Vanessa Sain-Dieguez who leads the Social Media Communications at Hilton Worldwide. Vanessa was completely forthright when she explained to me that she "stumbled" into this arena by accident, and if truth be told, she wasn’t entirely sure what Twitter was at first. However, her level of expertise is now undeniable, as is her passion for extending the use of social media in hospitality beyond the front desk. Here are a few of her tips for success.
How To Manage Social Media On A Global Scale
In short: it’s complicated! For Hilton Worldwide, managing social media involves the delicate balance of corporate and local presences. With 12 brands and over 4,000 hotels across the globe, a lot has to be accounted for, including geographic, regional, and brand differences. The solution? Keep it simple. Thanks to great hiring, Hilton has fantastic hoteliers around the world that embrace and embody the mantra of being hospitable both offline and online, allowing an awesome social presence. Most hotels actually have their own independent pages or some kind of presence online – meaning that Hilton Worldwide has had to rigorously work and develop the processes to support this. Ultimately, this decentralized approach has allowed brands and hotels to expressly themselves with freedom. In terms of customer service, the team was on-boarded in social media over three years ago – which was unheard of at that time. Their active listening and monitoring helps individual hotels capture anything they might not have seen or had time to process so that all guests have the best experience.
Defining A Worldwide Strategy
Vanessa warns against falling for everything that’s new and dazzling in the social space because it can quickly change. Instead she says to stay focused. For her team, this is dedicated to enhancing the stays of their guests. Simplicity means top notch customer service, and part of their strategy is to respond to complaints within in an hour and to have these resolved within 24 hours. This is certainly no easy feat, but it's one which they exceed time and time again. Their dual pronged approach is focused on proactive outreach and connecting with their audience in a meaningful way via "Hilton Suggests". Want to know the best place to get pizza in NYC or fun things to during a lay-over in London? Get authentic recommendations from those with local knowledge. By proactively looking for people in need of suggestions, the Hilton Suggests team is able to give tailored advice to guests and non-guests. These might sound like aggressive goals, but by taking these insights and inputting these lessons into the business, positive impacts have been seen. This innovative (yet simple) strategy is a cornerstone of their overarching strategy, and its phenomenal organic growth is proof of its success.
Facing Challenges Head-On
What is Hilton Worldwide's biggest challenge? Without doubt, it’s scale. Being one of the biggest hotel companies in the world is fantastic – but it certainly doesn’t come without its challenges. Responding to guests online within one hour takes a lot of behind-the-scenes work, especially across different time zones. This is one challenge that they welcome. Being constantly aware of their business model means that their customers and online audience are always at the forefront of what they do. Being quick to respond and employing initiatives to create that great guest experience is a priority, but also one which requires a lot of thought. So if an opportunity doesn’t directly impact the stays of their patrons, they’re not afraid to pass on it.
I love Vanessa’s passion, enthusiasm, and dedication for Hilton Worldwide. Building a strategy and goals around one single (but very important) factor is both brave and wise. The most valuable pieces of advice I gained: keep it simple and be unafraid to face challenges head-on.
Do you manage social media on a global scale? How do you face challenges at work? Please leave your comments in the section below!
