I welcome any ideas on what would help you stay informed, as you progress your careers.
Feel free to leave a note in the comments.
Wednesday, April 6, 2011
Ideas - for keeping informed - while 'on the job'
Congratulations on finishing your classwork - now into the big world.
Tuesday, April 5, 2011
Great Visuals + Stats from Hubspot
Transform Your Marketing
View more presentations from HubSpot Internet Marketing
Think Tank Assignment
I look forward to your active participation at the Think Tank. If you have not signed up for one of the days, please do so here Your free pass code = MBA.
Details and info are on the blog.
- 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
Your analysis on a Slideshare - please post by April 17 - 9 PM
- 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.
Please tag your Slideshare
DDiH, Thaink Tank 2011, EMC MBA, Oneglobe
Upload your Slideshare into your blog - use the same tags
Tweet your blog post - use #DDIH to tag
Bonus points for live blogging or Tweeting from the session.
Some Examples for Class Review
Social Rewards + Social Network - Top Guest + Instagram
Social Network + OTA - Expedia + Facebook
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.
Pot you insights in your blog...teamwork is fine, cross post
Wednesday, March 23, 2011
The Last Class Assignment.....A Knowledge Recap
...and one more presentation tool!
Use a SlideRocket presentation - there is a free version - create a personal recap:
- 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.
Please post by April 3, 9 PM.
Enjoy your seminars in Brussels.
Think Tank - choose your date + sign up here. The Digital Development in Hospitality Blog...to keep you up to date, after CMH.
There will be a think Tank Recap assignment - instead of a final exam.
Tuesday, March 22, 2011
Manage, Monitor, Analyze - SM Tools
With the overwhelming nature of social media...comes a huge array of tools. A review of the top 5 here.
You already know Seesmic - a write-once-post-everywhere tool. My clients use HootSuite - also very well known.
Social Media ROI
Please view the slideshow...class discussion questions:
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 ROI
View more presentations from Stefanos Karagos
Facebook on Phones + Delta Facebook Check In
Delta Airlines is the first to announce a checkin counter on Facebook...others sure to follow soon.
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
March 31 Gathering 10 AM - 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.
What we will discuss:
- 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
Outcome:
- Clear steps that you can use to help get future jobs, in these new areas of expertise.
Tuesday, March 15, 2011
Mobile Marketing
Mobile is king - hotels are increasingly finding ways to reach guests, deliver services, cross promote + more using mobile capabilities.
An example from IHG
Assignment for next week...please post by Sunday 9 PM:
Find 2 examples of Local+Social+Mobile - 1 from hospitality; 1 from another industry
- 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
Rate Mobile Services Ideas
Please review ALL MBA student ideas - Group A + B - and choose the one you think should be shared at the Think Tank.
Group B Blog - each person's blog is linked there.
Please complete the survey by Thursday 9 PM.
Criteria:
- 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
Thank you.
Mid Term Questions - Influence Marketing
Please use http://issuu.com/ and post the answers to the following questions in your blog. This exam should take 1 hour + 15 minutes.
1. In YOUR own words, what is the difference between traditional word-of-mouth marketing and Influence Marketing?
2. Post a link to the article you read, in addition to the Slideshare. Higilight the key quote. How did the article expand your understanding of the assigned presentation? Support - contradict? Please be specific.
3. What is the relationship between communities and your social brand - give your insights for Slide 23.
4. What is the relationship between Klout scores and Influence Marketing? Is a Klout score meaningful?
5. Choose one of the two hotels below:
- 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
Hotel 1 - Aloft Brussels
Hotel 2 - Missoni
Questions 1 thru 4, 15 points each. Question 5 = 40 points.
Monday, March 14, 2011
Influence Marketing - Slideshare prep for Wednesday mid term
In addition to reviewing the Slideshare below...you will need to read at least ONE ARTICLE of your choice to have a more complete picture of this new field.
Social Influence Marketing Trends for 2010
View more presentations from Shiv Singh
Be prepared to create a SIM Action Plan as part of the mid term.
Sunday, March 6, 2011
Google Places + Reviews + Klout Scores
For our class discussion on Wednesday - please read + understanding the following concepts
Please prepare an answer and post in your blog for class:
- How can a hotel use Klout scores to improve customer communications?
The mid term exam will be next week - the focus will be:
- Influence Marketing
- Google Places + localized search
Tuesday, March 1, 2011
Wednesday March 2 - online exercise
In anticipation of the Digital Development in Hospitality Think Tank, you can spend today's class time on a presentation that explores new services, that can be delivered digitally.
Explore - what will delight today's customers who are mobile lifestyle travellers?
The exercise is:
- 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.
1. Imagine the service
2. Research if any company (hotel or not) has created such a service
Example - Louis Vuitton's moble app - Amble
3. Develop a PPT - be sure to include your name + MBA CMH
4. Post the PPT in Slideshare
5, Tag the Slideshare = DDiH, Think Tank 2011, CMH Oneglobe, hotel think tank
6. Embed the Slideshare in your blog
7. Use the same tags in your blog
8. Use Twitter to tweet out your blog post
OK, I look forward to your ideas and Slideshare presentations....I will be online from 11 AM Paris time on www.join.me....questions, comments, ideas...all are welcome.
Tuesday, February 8, 2011
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
Tools - Twitter Management + Personal Dashboard
Timing is everything....a Twitter tool to maximize RTs + replys...Olark
Personal homepage...integrates the various media you are using...is this the CV of the future?
Check In to Save - Mobile Social Rewards
Some short, in class research...
Here is an example of Aloft Hotel Bar's use of Social Rewards via mobile....and a travel press mention here
Research - which bars, hotels or restaurants conducting similar promotions in Europe - France?
- Take screenshots
- Predict success - long term + short term
- Support your argument
Class Discussion Feb 9 - New Breed of VIPs
A quote from an article in The Wall Street Journal Europe
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.
Wednesday, February 2, 2011
Tuesday, February 1, 2011
A study on Groupon.com
Groupon Business Model
A study on Groupon.com
View more presentations from Vinny Wu.
Groupon vs. Google Offers
Groupon is widely known + widely used....but is it good for YOUR business?
Google tried to buy Groupon for 6 Billion dollars, but was refused. So they create Google Offers...an example here. News article here.
The question - should hotels use Google Offers?
- Yes, why
- No, why not
Class Exercise February 2 = Measuring Social Influence
Influence Marketing is a hot topic...but how can hotel marketers effectively use social influence?
The linked article lists 5 tools to measure social influence. Each team will examine 1 tool and 'influence' the class to buy their specific tool for use in a hotel.
Be sure to use in your pitch
- 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
You have 30 minutes to prepare - the class will select which tool to 'buy' based on your pitch.
Put you pitch out in your blogs.
Social Influence Marketing Trends for 2010
Social Influence Marketing
Social Influence Marketing Trends for 2010
View more presentations from Shiv Singh.
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 6st. 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 linked below – 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
Class Jan 26 - Show your Prezis
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.
Wednesday, January 12, 2011
Tuesday, January 11, 2011
Class Exercise January 12
A 2 part exercise....
1. Select 1 from the following affiliate programs to compare with Amazon
2. Compare
- Particiaption terms
- Commission structure
- Marketing tools available
3. Summary - which program would you choose, for what type of sites.
Part 2
Choose a hotel + design an affiliate revenue program - that also enhances customer service;
Post Part 1 + 2 separately in your blog.
Tuesday, January 4, 2011
Class Assignment - Jan 5
1. Choose a hotel
2. Locate 4 different review sources – take screen shots
3. Analysis – what impression on guests do the review create
4. Create a plan - detail
- How you would use the review comments for customer engagement
- How you would capitalize on positive impression
- How you would correct negative impression of the hotel
Review sites - comment locations
- Trip Advisor
- Google Places
- Facebook Places
- Qype
- Yelp
- Trusted Places
Foursquare
Gowalla
Monitoring Tools
- Google Alerts
- Marginize
- Social Mention
- Review Pro
- Review Analyst
Online Reputation - Monitoring + Measuring
Customer in Charge...imaginative customers, even more so.
January Date Revisions
Date revisions
1. Take home final on January 19
- Case study with researched online examples to support your analysis
- Impact and Implications for 2 different tools, that we have seen in class
- Posted in your blog by 9 PM
2. We will have class January 26 – present your exceptional service idea on Prezi
- Voting and a prize for most customer relevant and innovative service app
3. Net Literacy course completion date – January 30
2 question Quiz for videos 16 - 21
Password is the same = cmh mba.
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