“Most brands put them at the center of the story, but that’s not the authentic story.”

– Michelle Lapierre

Crafting Marriott Rewards’ human voice was a top priority for Tom Troja (CEO, Social Symphony) and Michelle Lapierre (Senior Director, Customer Experience & Social Media, Marriott Rewards). It has all been part of a larger initiative to break away from the cliches of the hospitality industry and create a more emotional connection between the brand and guests. In this brand up-close from the Visual Revolution Summit, Tom and Michelle dive into how they’re putting fans at the forefront of their marketing and report on the pretty amazing results.

Watch the video above and join the conversation on Twitter with #VisualRevolution.

About The Author

Monica is a book hoarder and gets overexcited about community-driven marketing. She lives in New York City and dreams of a day when a landlord will let her have a cat.

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