#thehiltoneffect - ragan communications€¦ · human storytelling. by 2027, 75% of companies...

Lou Dubois, Director of Content, Global Brand Communications

@dubois

#RaganContent

#TheHiltonEffectHighlighting Impact, Accomplishments and The Future Through The Lens ofHuman Storytelling

By 2027, 75% of companies currently quoted on the S&P 500 will have disappeared

The average lifespan of a U.S. S&P 500 company has fallen by 80% in the last 80 years (from 67 to 15 years)

It’s one thing to turn 100; it’s another to do it in our most dynamic year ever

WHY 100 YEARS MATTERS

Stories Build Your BrandTell a good brand story and the right people will see your brand as an extension of who they are and a means to express their personality.

Stories Attract Your Ideal CustomerThey make you relatable and show people why something is important versus telling them.

Stories Keep You GrowingWe all have a story to tell. Embrace the past, define who you are and where you’re going.

WHY STORYTELLING MATTERS

We are 22x more likely to remember a fact when it has been wrapped in a story.

- Cognitive Psychologist Jerome Bruner

LET’S REWIND

IN THE YEAR 1919…

LET’S JUMP AHEAD 99 YEARS

Who do we need to reach? • Top-tier & niche media• Guests (loyalists & new targets)• Team Members & hotels

What do we want them to do, feel, say? • Tell the story of impact and industry leadership• Instill a sense of pride and celebration• SHARE, SHARE, SHARE

What do we we need them to know?• Innovation, growth, purpose, people

TACKLING THE BASICS

Without people, our hotels are just buildings. Make the storytelling about the people.

First-ever hospitality company to be #1First non-tech company to achieve #1 since 2005

Build to the moment through a regular cadence of activity

Make it more than an internal and PR exercise

Make it transformational at the guest level

LEANING INTO THE OPPORTUNITIES

LEARNING & PLANNINGEMBRACING THE PAST

LEARNING & PLANNINGUNDERSTANDING WHO WE ARE TODAY

17brands

5,700+properties

113countries and territories

400KTeam Members and

growing

BUILDING BUZZ

– Chip Heath & Karla Starrco-authors of The Hilton Effect

Most organizations celebrating their 100th birthday would be content to throw themselves a party, but Hilton opted to hire a pair of skeptical outsiders –business authors with backgrounds in social science – to examine its impact on the world.

SETTING A FOUNDATION:#THEHILTONEFFECT

the positive impact that the world’s first major hospitality

company has had – and continues to have – on people,

communities and countries all over the globe

THE HIL·TON EF·FECT[t͟hē \\ ˈhil-tᵊn \\ i-ˈfekt]

9/23/2019

Video:Hilton Effect Cutdown

9/23/2019

Video:Room 702 Ismaeli

TURNING 100

CONTENT

ORGANIZED INFORMATION HUB

NYSE OPENING BELL

HILTON LIVE! BROADCAST

TEAM MEMBER EXPERIENCE

GOOD MORNING AMERICA

1. Tie everything back to your organization’s vision and brand voice.

2. Focus on employees

3. Make it visual

4. Keep your global audience in mind

KEY TAKEAWAYS

9/23/2019

How to Spend 100 Years VIdeo

QUESTIONS?