Wednesday, November 9, 2011
Tuesday, April 12, 2011
Think Tank Assignment
- Reputation Management + Klout by ReviewPro
- Dynamically Delivered, personalized content by Avvio
- Mobile + Social + Augmented Reality = new luxury experience
- Virtual Walk Throughs - by Trekwireless
- Tablets/iPads and Future Services by SmartStay
- What will be the impact on customer service expectations of the capabilities presented
- What types of hospitality operations will benefit + how
- What types of services or benefits currently OUTSIDE of a property can be integrated into presented capabilities
- How can a hotel use the capabilities to create digital differentiation - and thus a competitive advantage
- What impressed you the most about the particular topic that you selected.
Wednesday, April 6, 2011
Assignment for Think Tank
- Reputation Management + Klout by ReviewPro
- Dynamically Delivered, personalized content by Avvio
- Mobile + Social + Augmented Reality = new luxury experience
- Virtual Walk Throughs - by Trekwireless
- Tablets/iPads and Future Services by SmartStay
- What will be the impact on customer service expectations of the capabilities presented
- What types of hospitality operations will benefit + how
- What types of services or benefits currently OUTSIDE of a property can be integrated into presented capabilities
- How can a hotel use the capabilities to create digital differentiation - and thus a competitive advantage
- What impressed you the most about the particular topic that you selected.
Tuesday, April 5, 2011
Exercise for today's class
1. What customer groups - communities of interest are being targeted2. What actions are being provoked3. Are the incentives appropriate4. Will these campaigns work - yes, why - no, why not5. Do commercial campaigns change the essential nature of the social network used.
Great Visuals + Stats from Hubspot
Think Tank Assignment
- Reputation Management + Klout by ReviewPro
- Dynamically Delivered, personalized content by Avvio
- Mobile + Social + Augmented Reality = new luxury experience
- Virtual Walk Throughs - by Trekwireless
- Tablets/iPads and Future Services by SmartStay
- What will be the impact on customer service expectations of the capabilities presented
- What types of hospitality operations will benefit + how
- What types of services or benefits currently OUTSIDE of a property can be integrated into presented capabilities
- How can a hotel use the capabilities to create digital differentiation - and thus a competitive advantage
- What impressed you the most about the particular topic that you selected.
Wednesday, March 23, 2011
Last Class Assignment
- The concepts that you have explored since since the beginning of the Digital Marketing course
- Which concept/tool/insight had the greatest impact for you
- Which concept/tool will NOT be useful, in your opinion.
Manage, Monitor, Analyze - SM Tools
Social Media ROI
1. What is meant by 'Social Media is not free'?2. In addition to rooms bookings, what measurements would be effective for hotels?3. How should a hotel, with limited resources, decide what SM efforts to make?4. What role does SM play in offering customer services?Social Media is Dead. Long Live Social Media ROIView more presentations from Stefanos Karagos
Facebook on Phones + Delta Facebook Check In
Another step for fully integrated mobile services... Facebook on your phone...just released at the Mobile Expo in Madrid.More info here.
Wednesday, March 16, 2011
Informal Gathering - Prep for next Jobs
- For those who have asked - and are interested - we will get together Thursday, March 31 at 10 AM, at school - Salle to be posted.
- The gathering is completely voluntary.
- How to understand what qualifications will be needed for future jobs, e.g. Social Media Managers, Mobile Marketing specialists
- How to 'collect' those qualifications while still in school
- How to attract companies/opportunities that may not yet exist
- Clear steps that you can use to help get future jobs, in these new areas of expertise.
Mobile Marketing
Mobile is king - hotels are increasingly finding ways to reach guests, deliver services, cross promote + more using mobile capabilities.
- What are the objectives of each campaign
- What social tools are used in each campaign
- How will the results be measured
- Which one do you think is 'smarter', please explain why
Mobile Services Ideas Rating
Please review ALL MBA student ideas - Group A + B - and choose the one you think should be shared at the Think Tank.
- Truly Innovative - new, not just the 'mobilization' of existing services
- Resonates with user - creates an advantage that is useful
- Improves the Travel experience - makes it easier
- Will delight the user - makes it more fun, enjoyable
Tuesday, March 15, 2011
Influence Marketing MidTerm
- Create a SIM action plan
- C;early state your objectives
- Select at least 3 Social Media as tactics (no points for Facebook)
- Show how the selected Social Media have synergies
- Explain why you selected these specific media
- How will you measure the results of the Influence Marketing
Monday, March 14, 2011
Social Influence Marketing - for Wednesday midterm
Sunday, March 6, 2011
Google Places + Reviews + Klout Scores
- How can a hotel use Klout scores to improve customer communications?
- Influence Marketing
- Google Places + localized search
Tuesday, March 1, 2011
March 2 - Online Exercise
- create a service that will dazzle your hotel guests
- you can partner with ANY type of provider - music, film, location based services, etc.
- the service MUST be delivered digitally...Smartphone, internet, hotel TV, etc.
Wednesday, February 9, 2011
Tools - Twitter Management + Personal Dashboard
Check In to Save - Mobile Social Rewards
- Take screenshots
- Predict success - long term + short term
- Support your argument
Class Discussion Feb 9 - New Breed of VIPs
So much for wealth, looks or talent. Today, a new generation of VIPs is cultivating coolness through the world of social media. Here, ordinary folks can become "influential" overnight depending on the number and kinds of people who follow them on Twitter or comment on their Facebook pages
The discussion questions:
1. Do 'Social Celebraties' devalue or augment the concept of VIP?
2. Do 'Social Celebrities' fit in a hotel's media/marketng plan? Where, how?
3. Are Social Rewards a fad or new CRM/loyalty approaches?
4. What are the risks involved in using 'Social Celebraties as brand advocates?
A news release from Starwood - target = competitors loyal guests.
Choose 1 - have your group present both pro + con of the question - post an outline of your answer in 1 blog, then cross link.
Think Tank Dates - April 15 + 16
Topics:
A one day long think tank to introduce participants to the latest web tools + discuss:
- Impact of Hotel review sites on search engine visibility
- Dynamically delivered offers – personalization of site content
- Augmented Reality + Mobile Apps = the new luxury service expectations
- iPad Apps innovations for meeting planners
- Social Media Influencers as the new VIPs – Klout + ReviewPro
Outcomes::
Participants will preview and discuss emerging web based applications and services that will impact guests expectations, hoteliers’ skills and industry operations.
Participants should feel ‘wowed’, intellectually stimulated and better prepared
for career progress.
The sessions are NOT tech talks ro sales demos. Services presented should support overall concepts
and industry challenges.
Topics + Invited Theme Leaders:
- SmartStay for iPhone, iPad – Tom O’Rourke, O’Rourke Hospitality
- Dynamically Delivered Content Sense Personalized WebAds -http://www.avvio.com/
- Yannis Anastasakis, VP Business Development EMEA
- Augmented Reality + Luxe – Macha Belkov Oneglobe Network
- Review Pro CEO RJ Friedlander
Participants:
May choose attending either Friday or Saturday.
07022011
Wednesday, February 2, 2011
Social Monitoring Follow up survey
Groupon vs. Google Offers
- Yes, why
- No, why not
Class Exercise February 2 = Measuring Social Influence
- How the tool can be used to increase brand awareness
- How the hotel can be used to create service differentiation - for influencers
- How the tool can be used to impact revenue
- Why this tool is better than others, mentioned in the article
Tuesday, January 25, 2011
Final Exam - Take Home - Due February 6
Final Exam – MBA Digital Marketing
Due -February 6 – Email by 9 PM
Please email me your final exam by 9 PM February 6. You may send it on a Word Doc, so that I can make notes/comments. Plan to create a http://issuu.com/ document, so that you can load it into your blog. The Issuu should be done by Februrary 10.
Grading -
New, insights beyond what was discussed in the classroom – excellent examples – 20 to 17
Concise, impact analysis – with appropriate supporting examples – 16 -12
Long descriptive narrative, no clear conclusions – ok examples – 11 – 8
Description – no analysis, difficult to follow – unsatisfactory – 7 + lower
1. Read the entire article – then choose one Resolution that you think would have the most + positive impact on a hotel's internet success -
Provide your analysis:
Why do you feel this particular Resolution is most important – for what types of hotels
What additional actions would give that Resolution even greater impact – drive more impressive results
Research 3 examples of hotels (or other businesses) that are successfully executing this Resolution online
Take screenshots of each example
Comment below the screenshot how the examples you have chosen supports the selected Resolution
2.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?
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
From the Build Your Own Brand video series – what are they KEY elements to online branding, according to Loic LeMeur?
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
From the Build Your Own Brand video series – choose any 2 online tools that were mentioned:
Include a text link to each tool
Describe how a hotel could use these tools to effectively engage their customers
What actions would be needed to put the tools in place, in a hotel?
How could the selected tools be utilized across channels
What problems would the use of the selected tools solve
What problems would the selected tools create
Why did you selected these specific tools
Select 5 of of the following terms. Define in your own words – include a screenshot example of each term
Location based services
Plug and Play
White Label
Rate Parity
PPC
Social Rewards
Aggregator site
Social commerce
Tweets
Social Media
Show us your Prezi - Jan 26 Class
Today is your opportunity to show your creative side. The assignment over the holidays was to imagine an exception customer service made possible by gesture base computing seen in the TED Talk Sixth Sense.
So each person can present their idea - a prize to
1. the most imaginative
2, most useful.