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