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The Fork Application

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Managing Guest Satisfaction Surveys in the Age of Social Media

The concept iBeacon

A next generation of hospitality communications: Sigmo

Revenue strategy management for hoteliers

Collaborative commerce

The implementation of social media in hotels

Tweet Cadbury

Cadbury

Tweet of my webinar

Webinar

 Inscription: 

Topic: „Neue Gäste aus China“: New guests from China

Date: 9^th of December 2014 at 10.00 am

Webinar source: ITB Berlin. It is the leading trade in fair in international Tourism and Economy. The presentation has been made by Prof. Dr. Wolfgang Georg Arlt working for the COTRI (China Outbound Tourism Research Institute)

To get the webinar presentation, click here

Here are some slides of the webinar: 

What new concepts and findings did I learn?

• 2015: There will be more than 130 million travellers from China
• They are not interested anymore in sightseeing, visiting capitals or buying luxury goods
• They are looking for new experiences in unknown regions
• Chinese Outbound Travel will continue to grow despite slowdown of Chinese GDP growth
•  Chinese Outbound Travel will increasingly represent a major part of global tourism
•  Chinese Outbound “Tourism” spending will not grow faster than number of travellers      anymore
• Niche offers, thematic tours, travel arrangements are getting ever more important beside the other segments
•  Chinese outbound travellers more confident and more demanding than ever

What information was valuable?

-          Graph that shows China is the number one international tourism source market in the world in terms of border-crossings: It is a reliable source. It highlights the fact that tourism businesses in Europe need to really focus on this segment to make the most of it.

-         Graph that shows China is the number one international tourism source market in the world in terms of spending. This information is valuable as it show the importance again of the Chinese market that are eager to live new experiences concerning travelling.

-          Thesis 8: What are the expectations of the “Second Wave” Chinese market? It is vital to know what are the travelling trends of this segment in order to adapt products, services and communication.

What would I do differently to create a webinar?

-          Firstly I would put more visual content (images, graph and caricatures) to attract the attention of the participants as it is becoming a little boring after a while.

-          Secondly I would put also some LIVELY content. It is extremely important for the quality of the presentation.

-          It has to be done in a more funny way, with some jokes and play on words even if the subject and the content is very interesting.

In a word, I really appreciated participating in a webinar as I learnt interesting findings and outcomes concerning the Outbound Chinese Travelling. I would really do it again for other subject such as travelling destinations or a subject dealing with the nature and the environment.

Duda Mobile

Interalpen Hotel Tirol

Austria

Original Website:

Duda Mobile: 

The mocal strategy

Eco-system of the hotel Sebastopol 123

Klout Score

Instagram Hotel: 

1)

2) The hotel is constantly using images Instagram's users on its website. It shows also the passions and hobbies of instagram's users. They use also pictures from clients of the hotel: It reveals a cool image. They seem to have had an enjoyable and relaxing stay.

You have to update your reservation on when booking. You have to use a hashtag #nordiclighthotel and tag the hotel at checking and checkout to get the offer showed above. In a word you have to be quite often connected and be social-media oriented. It is a nice way companies to see their brands growing. Furthermore it is also a chep way of doing marketing: in other words Influencial Marketing.

3) The content created by Selfie Check In is earned as it is the result of some paid and owned contents. Indeed the company made an offer to the followers. This is the result of the offer. Moreover the content can not be controlled.

Introduction session 2:

An additional definition of influence marketing:

The practice of identifying and building relationships with individuals who have influence on target audience of buyers. They are likely to be buyers themselves as well as recommenders themselves or services to their own audiences, both online and off. Influencers may also be trusted third parties, such as bloggers, journalists, industry analysts, academics or public figures. By marketing to a small group individuals (influencers), a brand has the power to reach large groups of individuals.

In your own words write a definition of influence marketing:

Influence marketing is the power for a company to capture human feelings and emotions via influencers that are persuasive and trustworthy enough to control their mindsets.

http://blog.appinions.com/2013/05/23/influence-is-emotional/

http://www.slideshare.net/appinions/basics-of-influence-marketing-appinions-dec2012

An infographic that expresses my understanding of indluence marketing: 

2 brands that are actively using Influencer marketing:

-          L’Oréal: http://www.loreal.com/default.aspx

-          Coca-Cola: http://www.coca-cola.fr/?wt.mc_id=Coke+dot+com_redirect_home

Content strategy 

- Research Marriott Campaign "sayhitowifi": Click here

- Example of Paid Content:

- Example of Owned Content: 

- Review the profile of one of the non-Marriott influencer.

  How many followers does it have? It has 98 followers.

Influence Marketing

Influence Marketing

-          What are the characteristics of an influencer? An influencer is whether a person, a brand, a company. In a word it is US. However an influencer has some particular characteristics which are:

• Trustworthy • Knowledgeable • Communicative • Desire to help • Good timing • Power of persuasion • Emotional • Technology savvy • Connected (They have large social network) • Trend-setter (They tend to be early adopters in markets)

An influencer is a trustworthy and knowledgeable source on a particular topic with an above average ability to shape the decisions and minds of others.

How do I know it? Influence marketing is a form  marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.

That is the reason why an influencer needs to be first credible and honest; otherwise their audience will not listen. And without the power of the masses they hold no sway. In order to identifying and create virtual relationships through social media influencers need to get the characteristics above.

-          How is influence marketing different from traditional marketing?

Influence marketing is about emotional connections. It is about getting inside your customer’s head, understanding what drives them, listening to what makes them feel and using about what your learn about them to make connections. These emotional connections allow you to reach your prospects on a level far deeper than traditional advertising ever could.

Influence Marketing

Traditional Marketing

On the contrary the traditional methods of advertising and marketing are all about attracting customers with an attractive product and an attractive message. Influence marketing however means you should be tuning in to your prospects, listening to what they like and dislike and learning what it is they really want and need. It involves learning what triggers purchases and using what you learn to connect with your prospects and influence them to buy.