Marriott International launches M Live Europe, the company’s fourth global marketing real-time command centre
The world of social media is an ever-changing landscape, moving faster than the speed of light. Marriott International is harnessing the power of this fast-changing digital landscape with its fourth “M Live” social media command center, located in London, England. Marriott already has three hubs in Maryland, Florida, Hong Kong and a planned final center in Dubai for 2017. With the Dubai location, all time zones will be completely covered. As this is a global initiative, “M Live” is engaging in multiple languages, from English to French, Spanish, German, Portuguese and Italian, to name a few.
These “M Live” social media centers are designed to deliver real-time data on a daily basis – even on a minute-by-minute basis – to monitor social channels on its 19 different hotel brands. These centers are led by content producers, data analysts, and graphic designers, who identify trends and create new content based on the trends across the Marriott brands, and their nearly 4,500 properties across the globe.
Trends and content can vary wildly by country, as well as by continent. This global tracking device allows Marriott to create localized and in-language content most relevant to the traveler. For example, they can develop content around new food trends in France to share with the French travelers, and simultaneously share content on Columbian sports trends for their travelers. The personalized content will ultimately create a stronger bond between the traveler and the Marriott brand. Marriott can also promote new grand openings to consumers in that region, and tie-in to other local festivities.
In addition to generating real-time content around the Marriott brands, these centers generate authentic social engagement with travelers. In fact, these centers can track individual conversations about their brand, and participate in one-on-one conversations via social media, where their guests already are engaged. This type of personalized online conversation is the best way to reach millennials, who are known for being very active on social media, and are looking for new ways to connect with their favorite brands.
“M Live” is taking traditional social listening and making it proactive by interacting directly with their customers, and bringing to life actual interactions with their brand. An example of this personalization was a traveler who posted to Twitter asking for hotel recommendations for a girls’ weekend in Nashville. “M Live” reacted almost immediately and provided hotel recommendations (Marriott properties, of course), as well as nightlife and restaurant recommendations to further enhance their trip. Only a few minutes later, the traveler Tweeted that they were booked at a Marriott property.
Marriott has captured lightning in a digital bottle with their “M Live” command center. They have crafted a best practices tool to engage with the online marketplace to further grow their brand.