DIGITAL MARKETING FINAL EXAM Greg Akoka MBA 2B 1. RESOLUTIONS FOR 2011
One Resolution that you think would have the most + positive impact on a hotel's Internet success - Why do you feel this particular Resolution is most important.
I think the most interesting resolution and the one that would have the most impact is to publish/post new content regularly. By doing this, you ensure that your followers have a reason to keep visiting your page. Because search engine like Google process their results in real time, social media posts with relevant keywords appear in the organic results, hence the importance of being “current”.
For what types of hotels
This resolution is a great one for any type of hotel but it is particularly beneficial to independent/smaller hotels that cannot compete in terms of budget.
What additional actions would give that Resolution even greater impact – drive more impressive results?
To ensure that the resolution drives more impressive results, I would do the following: -‐
Write engaging and interesting post. This will increase the number of pages viewed and build a relationship with the users.
Try elicit a user response to make sure there are more interaction on the page.
Post “Social Media Specific” offers
Monitor my “buzz” so that I can respond and thank to positive comments and acknowledge and address negative ones.
Add pictures to my facebook post as they will be added to the news feed.
Add links to the hotel’s websites to drive more traffic.
Engage directly with users to build on the relationship.
Research 3 examples of hotels (or other businesses) that are successfully executing this Resolution online. Take screenshots of each example and comment.
The Ace Hotel in New York City
The Ace Hotel does a very good job of posting regular and varied content including links to event pages, promotional offers, re-‐twits and direct posting to users to thank them or comment or comment on their twits. -‐
The Morgans Hotel Group
The Morgans Hotel Group is managing 12 hotels all over the world including the Sanderson & St Martin’s Lane in London, The Morgan n New York… I think they are doing extremely well managing their twitter account considering they have only one page for all their hotels.
Like the Ace Hotel, the morgan hotel group is posting very efficiently. It is regular and relevant and it has a distinctive “voice/style” which leads to believe only one person is looking after the account. Positive comments are re-‐twitted, users are followed up and thanked regularly and nice personal message are sent (ie: “Have a good flight & see you again soon”) -‐
Tablet Hotels is not an hotel per say as much as a collection of hotels but their social media strategy is the same as a hotel group would do.
I found the Tablet hotels were especially good at posting regular offers and travel tips. They are also very efficient in terms of responding to comments, even the negative ones (see above) 2. TECHNOLOGY From the article, what role does technology play in a hotel's Internet strategy success? If you are an independent, limited budget hotel (or business) what steps would you take to compete effectively online? Technology play a more and more important role in the overall marketing strategy of an hotel (and this is true for almost all businesses!). For example, facebook and twitter combine over 700 million users worldwide. They become therefore an extremely efficient way to reach customers far and wide. With consumer habits changing fast, technology becomes one of the only way to keep up with the trends and ensure that your hotel is consistently present wherever your customers are. Social Media is also one of the only platforms where smaller independent hotels can compete on an even footing with the larger chains. As most platform are free, large marketing budget isn’t as important as a little creativity and frequency in the posting. As mentioned above, engaging clients is vital to social media success
and I would therefore implement the following steps: -‐
Regular & frequent updates on facebook and twitter
Frequent offers exclusive to SM users
Interact frequently with users making comment… if only just to “chat”
Make sure our account has its own “voice & Personality”. This is a lot more difficult for large chains, which often bound by corporate policy and identity.
Implement “Mobile Promotions” and contests (mobile pictures/videos contest?)
Research 2 hotels or businesses that are creatively reaching customers, without expending large resources – as the large chains are capable of doing. Take screen shots of those examples, include in your answer
The W Hotels
The W Hotels have produced and uploaded short videos featuring their hotels in what we could call “inspirational” ways. It certainly fits with the trendy/cool image W wants to portray. It is also a very effective way to convince their potential customer that Ws are the place to stay.
The Standard Hotels
The standard hotels have created this blog/website which is amazingly “cool” for lack of a better word. The content is quite fun and relevant, full of nice visuals, pictures and videos. Most of it connected the art/ creative world in general and very subtly to the hotels. It actually took me a while to realize I was on a hotel blog. 3. FROM THE BUILD YOUR OWN BRAND VIDEO SERIES
What are the KEY elements to online branding, according to Loic LeMeur?
The key elements mentioned by Loic LeMeur are: -‐
Create account on social platforms
Share as much as possible and as often as possible
Integrate social platform to you own website
Listen to feedback & comments. Answer as promptly and often as possible.
Prioritize comments to ensure users recurring comments are dealt with.
Organize meet up when possible
Know your topic
Use videos when possible as they are very effective
Research 2 hotels or businesses that are using the KEY elements successfully, in your view. Take screenshots, include in your answer comment on why you have chosen these 2 examples
The Standard Hotels
The standard Hotels have integrated twitter & facebook on their home page and as previously mentioned, they also have a very interesting and regularly updated blog.
The standard hotels are also very active on their facebook page and their twitter accounts engaging regularly with their followers/fans.
The Morgan Hotels
The Morgan hotels is also very effective and present with their social media, which are truly integrated into their own website. 4. FROM THE BUILD YOUR OWN BRAND VIDEO SERIES
Choose any 2 online tools that were mentioned: Include a text link to each tool.
Twitter – www.twitter.com
Uservoice – www.uservoice.com
Describe how a hotel could use these tools to effectively engage their customers.
A hotel could use twitter in many ways. For one, it is a very good tool to keep in touch with their customers on a regular basis. It is also a very good medium to engage their customers with specific “social” promotions or time limited promotion as they are more likely to check their twitter account than the hotel’s website. Twitter is also a very effective way for the hotel to address any problems that may arise in a time effective and less formal manners. Just the fact that the problem has been quickly acknowledged and is being addressed is often enough to keep the customer happy. Uservoice is a great way to assess the good and bad points of your services. Feedbacks are regular and you can easily engage with users/customers that are most willing to be engaged. With uservoice, users help you prioritize the
comments by voting on them, you can then assess what needs to addressed first and you can keep communicating with your users, ensure that they know you are taking steps towards fixing it.
What actions would be needed to put the tools in place, in a hotel?
The first thing needed for both tools is to set up an account. However, having an account is not quite enough!
What problems would the use of the selected tools solve?
Twitter is very good at keeping in touch with customers. Twitter users choose to follow you so you know you are reaching people that are actually interested in what you have to say. It avoids submerging people that might not be all that keen on receiving constant updates from you. Uservoice allows you to take care of issues you might not have noticed from an operational standpoint. The feedbacks also allow you to modify your offering to what your customers want or expect.
What problems would the selected tools create?
Both tools are fairly time consuming to use to their full potential. It often means someone is dedicated to them almost entirely. This might be a little inconvenient for smaller hotel who might not have the man power.
Why did you selected these specific tools?
I found twitter is a very good way to announce special offers, events or promotion. Basically, it is the perfect way to stay connected with clients and keep them up to date with what is happening in your hotel (or business in general). Uservoice, however, is better at actually communicating with clients which are actively engaging with you. It is a very good platform to receive more detailed and specific feedback from your clients.
5. SELECT 5 OF THE FOLLOWING TERMS. DEFINE IN YOUR OWN WORDS – INCLUDE A SCREENSHOT EXAMPLE OF EACH TERM
Location based services
LBS is a service provided through a mobile phone (or any mobile internet connected device) and based on your location.
White Labels are also known as “Own Brand” labels. The company using a white label takes an existing product (platform, service…) and stick its own brand on it. A brand might not be producing the goods it sells, the company buys the product from an existing manufacturer/producer but sells it under its own brand name.
Ning is a white label “social network” platform.
PPC stands for “PAY PER CLICK”. It’s a way of remunerating advertising by monetizing every click on the advertisement.
Twitts are short messages, no longer than 140 characters. Also called micro-‐ bolging.
An aggregator site gives search results for a particular service or product from multiple sources. It allows you to search on one site instead of visiting each individual site.