• Background: on the hotel itself, the Hard Rock brand, and why they decided to jump into the social media moshpit to begun with
• Implementation and Strategy: general info about listings, strategies used to pick up fans and followers, and some sample guest interactions
• Social Media Method to Providing Kick Ass Service: discussing rewards programs, and some entertaining social media guest stories
• Damage Control: how Hard Rock Hotel responds to complaints, and strategies for acquiring positive consumer reviews

Melissa and the rest of the Nightstand attendees discussed the ins and outs of social media, how it applies to the hotel and service industries, and what kinds of things might be coming down the line.

As always, we enjoyed a tasty dinner and spent time meeting new people, networking, and having a grand old time. We would like to thank Melissa for presenting well-organized and engaging material that provided some great fodder for discussion. Thanks also to all our guests who came out to Nightstand 15. See you all next time!

The Hard Rock Hotel Chicago presents tips and tricks of how a soft-branded hotel was able to use a brand culture of authenticity, and occasionally even irreverence, as a guiding force in interactions with guests on Twitter and Facebook, and its success in balancing that cheeky voice with a true focus on customer service.

Headstand Media is excited to welcome Melissa Meulenberg, eCommerce Manager at the Hard Rock Hotel Chicago, for Nightstand 15 on May 27th. Melissa will host a discussion on using promotions, making relevant (and even irrelevant) posts, and taking the Hard Rock’s commitment to pleasing the customer offline to provide truly awesome customer service. Don’t miss the opportunity to hear about a sassy mom caught tweeting on the toilet, and a 22-year old Army couple whose Facebook post gave them the stay of a lifetime on Michigan Avenue.

About Melissa Meulenberg

Melissa Meulenberg has been the eCommerce Manager at the Hard Rock Hotel Chicago for 2 years. She joined the hotel in 2008 after 3 years working for the online travel company Expedia Inc. (owner of expedia.com, hotels.com, and tripadvisor.com). She has been (mis)quoted in HOTELS Magazine (but she’ll take what she can get), is a featured speaker at the 2010 BrandSmart Conference in June, and is in the running for a featured spot at the EyeForTravel 2010 North America Travel Distribution Summit in October.

Melissa holds a (much-neglected) bachelor’s degree in psychology and Russian/East European studies from the University of Michigan. Outside of work, she spends her free time schooling her friends at pool and training for races (she completed a Half-Ironman race last summer and is registered for the Chicago Marathon this year).

May 27, 2010
6 PM – 7PM: Food & beverages, informal networking (We’re ordering in from Star of Siam!)
7 PM – 8:30 PM: Introductions, presentation, discussion

Invite Others!

We’d love to see many of our past guests again, and we encourage you to pass on this invitation to others in the industry who would benefit from this presentation topic and networking event. RSVP by leaving a comment with your name and company or organization below.

We’d love to have you join us!
Headstand Media: Randy, Benjamin, Kyle, Matt, Taylor, and Megan

CONFIRMED ATTENDERS – 34
Headstand Media (6)
Melissa Meulenberg – Hard Rock Hotel
Steve Wilson – McDonald’s
Jake & Ali Bland – YFC/USA
Alex Garcia – Chicago Tribune
Tim & Lauren Schwaar
Jim & Mary Whitmer – Jim Whitmer Photography
Katie Scarpelli – Scholle Packaging
Diane Chewning – Scholle Packaging
Nastia Kryvulia
Shane Montgomery – VIP Property Chicago
Corey Wilkinson – Bolder Image
Patrick Richards – Richards Patent Law
Kent Thompson – Action Web Apps
Conor McCarthy – TheTalkingMirror.com
Donny Williams – Independent Producer
Lauren Dillon – Oasis International
George Gill – RentaBikeBow.com
Evelyn Way – Acoustics Consultant
Marina Beric – Designer
Debbie Kong – Designer
Eric Vorhes – VSA Partners
Greg Forst – Moji
John Stoffer & Maura Gaskill – Stoffer Photography
Andrea Nordstrom

Randal Birkey and members of Headstand Media facilitated the group discussion in three main topic areas:

• Content, Site Architecture, Brand and SEO Strategy
• Visual Brand, User Interface and Experience Design
• Technology, Platform, Hosting and Site Implementation Strategy

Based upon background information provided by Wheelwell, and the discussion and whiteboarding process we learned the following things about Wheelwell and its web strategy needs:

Target Audiences

• Wheelchair users
• Designers
• Medical Community
• University Research
• Insurance Companies
• Potential Donors/Investors
  • Foundations/Associations
  • Micro-loans/micro-finance

Brand-Design

• People – tell a good human story
• Emotion – what is the “hook”?
• Broader demographics
• There is a compelling story about the wheelchair, its history and lack of innovation!
• Compare this with other product innovation
• non-preachy style
• Brand Qualities:
  • “Healing”
  • “Restore Normalcy”

Wheelwell Story Components

• Emphasis on telling the most compelling story
• Is Wheelwell a Product or a Service – or both?
• Wheelwell is about foundational industry change
• Story Strategy
  • Tailor stories to reach specific audiences
  • Tie in with the Search strategy
  • Engage in Social Media – where people are
  • Email Subscribe – stay up to date
  • Sponsor a design contest!

Search

• Wheelchair product appeal – attibutes like:
  • comfort
  • durability
  • etc.
• Research
• Keywords
  • wheelchair
  • new…
  • mobility
  • paratransit
  • design…
  • specific technical terms related to wheelchairs
• Categorize content around these highly searched terms and phrases
  • Encourage: commenting, discussion, collaboration and sharing

Next Steps

A number of Nightstand attenders have volunteered to assist Headstand Media in proposing, designing and building a new website based upon this information and the recommended WordPress strategy we discussed. A proposal document was prepared by Headstand Media and delivered to Wheelwell for review on December 31, 2009.

Headstand Media and Nightstand look forward to further dialog and the prospect of working with Wheelwell in 2010.

Wheelwell is a non-profit organization, established to advance design ideas, propose technological solutions and facilitate the creation of products to help people with physical disabilities participate more fully, more effortlessly and with more pleasure in everyday activities. Through our efforts, we would like to see wheelchairs and similar devices become products that truly enable and heal.

Hemmant Jha, founder of Wheelwell will be with us at “Nightstand Gives Back” to provide additional background and to answer questions during the evening.

We encourage you to read more about the event and consider joining us in donating your time and talents to help this worthy cause.

RSVP to Nightand 14

Visit our “Nightstand Gives Back” event posting and RSVP there! All Nightstand RSVP responders will receive an email with additional information on Wheelwell with which to prepare for the December 17th evening event.

Here’s how you can participate…

Step 1: Nominate A Website

We are seeking nominations of deserving organizations (for profit or non-profit) that need and would benefit from the combined advice, expertise and recommendations of our Nightstand attenders related to their web strategy and presence. How? It’s easy… just contact your candidate and tell them about this opportunity. If they are interested and available, you can nominate them using the form below through December 11th.

A major consideration in our decision process will be whether or not you and your nominee can be present at Nightstand 14, and if they can provide adequate background and organizational information for us to make available to the Nightstand community before the event. Headstand Media will review the nominees in this light and select a deserving candidate. We will gather the background information and make it available several days before the event. (See Nomination Winner!)

Step 2: Attend Nightstand 14

On Thursday, December 17 at 6 PM we’ll begin the informal networking with food and beverages provided. At 6:30 PM we’ll facilitate small task groups around the following areas of interest and/or expertise:

• Content, Site Architecture, Brand and SEO Strategy
• Visual Brand, User Interface and Experience Design
• Technology, Platform, Hosting and Site Implementation Strategy

We’ll invite our guests to join us in these task group discussions. At 7:15 we will hear 15-minute presentations from each task group on their recommendations. At 8 PM we will open it up to general group discussion and formalize a strategic recommendation. Headstand Media will post our summary recommendation online after the event.

Step 3: Consider Extending Your Gift…

Based upon the specific details and outcome of the event, Headstand Media is planning to donate some leadership, time and expertise to implementing the recommended web plan for the nominee. We invite our Nightstand community to consider joining us in that endeavor in any way they can. We will define and clarify those options as the details of the recommended plan unfold.

Invite Others and RSVP!

We’d love to see as many of our past guests again, and we encourage you to pass on this invitation to others in the industry who would benefit from and could contribute to this kind of event. In order to provide enough food and beverages, we need to know how many are attending. Please RSVP by leaving a comment below with your name and organization.

Thursday, December 17, 2009
Headstand Media – training room in Suite 850 (Dillon Kane Group)
333 W. Wacker Dr. • Suite 850 • Chicago, Illinois (Map)

• 6:00PM – Informal networking with food and beverages provided!
• 6:30 PM – Task Groups
• 7:15 PM – Task Group Reports
• 8:00 PM – General Discussion
• 8:30 PM – Wrap-up
• RSVP by leaving a comment below!

We’d love to have you join us!

RSVP Attenders

Randal Birkey – Headstand Media
Matt Ritsman – Headstand Media
Taylor Birkey – Headstand Media
Kyle Williams – Headstand Media
Kent Thompson – Action Web Apps
Shane Montgomery – VIP Property Chicago
Chris Vezeau – Neotechnics
Parag Humbad – crushme.com
Hemmant Jha – Wheelwell
Patrick Richards – Richards Patent Law
Kayo Takasugi – Visual Voice
Alex Garcia – Chicago Tribune
Steve Tanner – Kidology and BevReview.com
Becky Williams – Critical Mass

Nominees Received to Date

• eighth blackbird
• wheelwell.org – Winner announced on December 11, 2009
• Support1000

Presentation

Presenter Steve Tanner shared with the gathered group from his experience as creator of BevReview.com, a popular beverage review website. Steve shared an entertaining and unique story about his recent “altercations” with one corporate giant over a review he wrote of a Monster energy drink. Steve’s presentation covered the unfolding of this adventure and how social media played a unique role in accelerating his cause.

Summary

After receiving a baseless email from Continental Enterprises regarding his negative review and coming up short in attempts to contact the firm to get to the bottom of the problem, Steve decided to take his problem online and appeal to his readership via his personal blog, BevReview.com website, and Twitter. Steve also talked about how another “David vs. Goliath” controversy involving Monster and a Vermont microbrewery coincided with his own troubles. Namely through viral video on YouTube, the underdog brewer made headlines in popular news outlets all across the country, which ultimately led to the corporation’s “backing down.”

Interestingly enough, it seems that in both cases, social media may be responsible for a changing standard in corporate America regarding how quickly companies must respond to consumer complaints and issues. While precedents show that it takes most large corporations a rather long time to gather the data/authorization needed to respond, consumers who use social media are finding quick support online when they take their frustrations to the web.

Other questions raised dealt with how visible companies should handle using corporate social media accounts and if/how to get involved when consumers with negative stories hit the wire. In all, Steve’s presentation was an excellent conversation instigator!

We’ll host a conversation facilitated by Steve Tanner, Editor of beverage review website, BevReview.com. A negative product review, overly litigious law firm, microbrewery in Vermont, and a horror film actor placed Steve in the middle of a battle with the folks at Monster Energy. He’ll explain how “going viral” with his situation created a positive result in the end… but he won’t be providing any Monster Energy drinks for the discussion, so bring your own!

About Steve Tanner

For the past 6 years, Steve has served as the Director of Web Operations for Kidology.org, a non-profit, community-driven resource for those who work in children’s ministry. Prior to that, he worked professionally in the fields of online community media, marketing, and project management. On the side, he’s an avid blogger and beverage enthusiast.

Invite Others!

We’d love to see many of our past guests again, and we encourage you to pass on this invitation to others in the industry who would benefit from this presentation topic and networking event. RSVP by leaving a comment with your name and company or organization below.

We’d love to have you join us!
Headstand Media: Randy, Benjamin, Kyle, Matt and Taylor

RSVP Attenders

Randal Birkey – Headstand Media
Benjamin Nelson – Headstand Media
Taylor Birkey – Headstand Media
Steve Tanner – BevReview.com
Patrick Richards – Richards Patent Law
Conor McCarthy – The Talking Mirror
Erik Vorhes – VSA Partners
Joe O’Connor – O’Connor Design Works
Melissa Meulenberg – Hard Rock Hotel Chicago
Chris Arndt – Moody Bible Institute
Nikhil M – Illinois Tech
Laolu A – Illinois Tech
Steve Miller
Jacob Saunders – RightPoint Consulting
Joe Dascenzo – Firebone
Kent Thompson – Action Web Apps

At Nightstand 12, Headstand Media will present a case study covering a viral marketing campaign we developed for fun and a learning experience. The site received a degree of success, generating over 20,000 unique visitors in the first 14 hours after launch.

The idea was based on the multitude of swine flu maps that were receiving online attention. We thought it would be interesting to create a map that animates, showing how the confirmed H1N1 cases grew over time.  At Nightstand 12 we will present our project www.swine-flu-map-animation.com and the tools and process used to obtain the traffic numbers we did.

We’ll walk you through the step-by-step and hour-by-hour strategies we used (i.e. the initial plan, SEO strategy, social networking, etc.) to achieve the success we did. As always, at the end of every Nightstand presentation, there will be a time to ask questions and brainstorm about how these principles can relate to you and your business or web project.

Invite Others!

We’d love to see you at this event, and we encourage you to pass on this invitation to others in the industry who would benefit from this presentation topic and networking event. RSVP by leaving a comment with your name and company or organization below.

We hope that you can join us!

Headstand Media: Randy, Benjamin, Kyle and Matt

May 28, 2009
6 PM – 7PM: Food & drinks, informal networking
7 PM – 8:30 PM: Introductions, presentation, discussion

Kyle Williams presenting at Nightstand 12

Attendees

Randal Birkey
Benjamin Nelson
Kyle Williams
Matt Ritsman
Kent Thompson – Action Web Apps
Erik Vorhes – Textivism
Steve Wilson – McDonald’s
Mark Filippi – The Blacksmith Project
Duncan Mathieson – The Blacksmith Project
Steve Tanner – Kidology
Patrick Flanagan – ShopLocal
Nicko Sahlas & Guest – ChefTalk

Steve mentioned the soon-to-launch project in his Nightstand presentation on January 22nd, and now you can view it live online since it launched on March 23, 2009.

A number of Nightstand attendees participated in this project. Pay particular attention to the new “web 2.0″ look and feel, the home page “main tout” and the Interactive Timeline features. The interactive elements were developed as Flash files designed to import external image and text assets through editable XML and image libraries. Also note two new sections targeted at some influential “web 2.0″ audiences: Students and the Media Center.

Also, we encourage you to subscribe to the About McDonald’s RSS feed which will alert you to any new stories that are posted to the site.

McDonald's Corporate Website - Before

About McDonald's Home Page - After

34 people from a variety of organizations gathered at Headstand Media on January 22, 2009 for a great time of networking, learning and sharing around a common interest in web 2.0 technology and applications. Our training room was filled to near capacity as Nightstand 10 attenders ate Thai food from Star of Siam, and shared with one another about work, life and the web.

Presentation

Our special guest and featured presenter Steve Wilson shared with the gathered group from his experience and perspective as Senior Director of Global Web Communications, at McDonald’s Corporation, located in Oak Brook, Illinois. During his presentation, Steve covered the history of McDonald’s step-by-step entry and experimentation with web 2.o applications, what they learned along the way, and examples of the various forms and uses it takes at the company today. As you might expect, web 2.0 presented challenges requiring cultural change within such a large, global corporation.

Blogging

The earliest foray for McD into web 2.0 was an internal blog on the company Intranet. There was never a very big employee participation as it was a big change to their culture. In the next iteration, McDonald’s dropped all reference to the tool as a blog, and called it “Mindshare” focusing on positive discussion and sharing aspects. Today, this is a growing and expanding tool on the company Intranet.

Open for Discussion

External Blog

The first public McD web 2.0 application was “Open for Discussion” a company blog primarily run by Vice President, Bob Langert, around their corporate and social responsibility initiatives. This site was launched several years ago without any public announcement and has grown substantially in the years since. It is a very active blog read by thousands of people worldwide.

Crew Blog

Another newer initiative was the creation of a social networking site for McDonald’s crew members worldwide, called “Station M.”

Station M

This site allows crew members to share photos, stories and other information to build teamwork and engage in constructive conversations about the workplace. The site connects crew members worldwide and can be accessed in English, French and Spanish.

View photos from Nightstand 10

Nightstand 10