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 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, 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.

Regional M Live hubs in Hong Kong and Miami allow for features to be localized and content to be published in-language to connect with the consumer in a relevant way, all powered by live data and metrics. For example, M Live Caribbean and Latin America tracks conversations around Carnival celebrations happening in Colombia, Aruba, and Brazil, spring break in Mexico, the Caribbean Copa America games, and specific hotel grand openings.

The M Live team identifies trending social stories around the world on a daily basis and quickly executes relevant creative content to organically participate in pop culture conversations—everything from trending articles around food and culture, to chatter around #RubyRedSlippers and #GrilledCheeseDay, to a trending conversation that happened around the rare occurrence of five planets simultaneously visible to the naked eye. On a more individualized level, when a traveler recently posted on Twitter asking for a hotel recommendation for a Nashville girls weekend, M Live took notice and quickly acted, offering not only relevant hotel recommendations, but also sharing content about local nightlife to enhance her Nashville experience beyond just the hotel stay. Just 13 minutes later, the traveler shared on Twitter that she had booked a stay with Marriott.