M Live attracts, connects and engages with consumers like never before, making experiences more personalized through an always-on command center and real-time content creation. We trigger an emotional response by targeting next generation travelers with thoughts and ideas about trends and pop culture using pin-pointed media buys and social response. We continue the conversation, building relationships with consumers when we engage with shares, likes and comments on social media powered by live data and metrics. Our highly matrixed organization allows us to build on the social and web presences of our brands and engage all 19 social teams to collaborate and act quickly on trending moments, seizing more chances to engage with consumers quickly. To ensure that we’re taking part in the right conversations at the right time, we identify opportunities by brand, by discipline, by market and by channel to create memorable and shareable experiences.

M Live overlays KPIs on top of in-house and external data to measure the real-time performance of campaigns and activations, utilizing vendors like Omniture, Sysomos, Evovle24, Percolate, Tickr, Hyp3r, and FourWinds. The data is displayed in a highly visual, accessible way through a series of touch screens within the real-time marketing command center. M Live digital content producers are able to constantly check for real-time trending moments that the Marriott portfolio or its particular brands could leverage to create meaningful, shareable content for consumers. Within the 24/7-command center, a real-time content producer monitors incoming data, an art director creates data driven content and a data manager runs real-time reports showing ROI worldwide.

For M Live, eyes on screens equals heads in beds. Through constant interaction and proactive, real-time participation in conversations with consumers, we capture hearts, minds and wallets of next generation travelers. Within the 24/7-command center, a real-time content producer monitors incoming data, an art director creates data driven content and a data manager runs real-time reports showing ROI worldwide. Partnering with centers across the globe to amplify in-language real-time monitoring and connect all continents to cross-share activities, we’ve created a center of excellence for all social teams. M Live delivers the capability for the organization to launch campaigns on a global scale in a real-time marketing effort.