Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The goal of the Marriott Bonvoy Insiders Facebook Group is to grow, engage, and nourish a community where Marriott Bonvoy members can connect with each other, have conversations, share tips, and discuss the program with each other. Insiders is also a valuable social listening source to understand how our members perceive the program, what they value, and what they’d like to see improved?.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
As of August 2023, Marriott Bonvoy Insiders has reached over 181,000 members, including high-tier Elite members (mostly Platinum, Titanium and Ambassador) as well as new members who want to learn more about the program.
Growth: The group has grown 22.7% YTD via roughly 45,000 membership requests.
Engagement: 132,968 active members delivered 698,058 total engagements.
Conversation: 7,207 posts drove 208,681 comments and 482,170 reactions.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Marriott Bonvoy Insiders is full of extremely engaged members who all have a passion for travel and the Marriott Bonvoy program. The group acts as a positive community to allow our members to communicate, connect, share tips, share stories, and discuss all aspects of the Marriott Bonvoy program. The feedback and suggestions we get from Insiders are invaluable, and candid conversation between members and Marriott Bonvoy allows us to foster a relationship with them and show that we are listening, we care, and we take their thoughts, feelings, and opinions into consideration when updating the program.
Division
Digital - Social Media/Social Networking