ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

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Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

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Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

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Contests

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Integrated Experiences

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Television

Real Time Response

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Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

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Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 9th Annual Shorty Awards

Marriott Rewards Facebook Messenger Bot

Finalist in Hospitality

Bronze Distinction in Customer Service

Audience Honor in Hospitality

About this entry

In September of 2016, Marriott International officially announced the acquisition of Starwood Hotels & Resorts creating the world's largest travel company. At that moment, Marriott Rewards' vision was simple: We must provide frictionless experiences powered by tech, allowing the program to easily engage with members during what was one of the most historical moments in the hospitality industry.

1. Help existing members understand the benefits of linking their Marriott Rewards and SPG accounts

2. Identify breakthrough initiatives and first-to-market opportunities

Why does this entry deserve to win?

The Intersection of Man and Machine

Messaging apps now boast more active users than social networks, and this shift from social media to social messaging will redefine how we, as marketers, will approach connecting with consumers. When Facebook launched Bots for Messenger in April, Marriott Rewards quickly assembled a team to define how the intersection of man and machine would impact the guest experience.

Marriott Rewards' social media channels are monitored daily by Marriott's Social Media Alert & Response Team (SMART). The team responds to member inquiries, resolves customer service issues and assists in enhancing the member experience before, during, after, and in-between hotel stays. The team is actively listening to and responding to guest messages from 9am-12am EST.

Launched in September, the Marriott Rewards bot works in partnership with the SMART Team, making it possible for the loyalty program to be more personal, more proactive, and more streamlined in the way we interact and communicate with our members.

Marriott Rewards chose to use artificial intelligence to help its guests and millions of loyalty program members with one of the biggest travel questions of the year: What will happen to their points now that Starwood and Marriott have officially merged? Marriott Rewards' bot helps answer that question and more.

The bot uses a simple guided response interface, whereby members can review the benefits of linking (unique to their member level), explore FAQs related to the merger, and easily link their Marriott Rewards and SPG accounts through Facebook Messenger and WeChat – all in less than 45 seconds. Should the bot be unable to answer a member's question, they can easily connect to a live SMART Team member.

Marriott Rewards is the only major hospitality loyalty program with a Facebook Messenger bot, and one of the only major brands in the hotel category engaging with guests in such a way.

Results

Bot functionality paired with human response helped Marriott Rewards achieve a 97% response rate with an average response time of just four (4) minutes, earning Facebook's "very responsive" customer service badge.

Media

Video for Marriott Rewards Facebook Messenger Bot

Produced by

Marriott International, Snaps Media, Inc.

Link

Entry Credits