Think tank paris 2012
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Wednesday, February 15, 2012
Saturday, January 21, 2012
Sunday, January 15, 2012
Reputation Management Seminar
Job Description for a Reputation Manager
Reputation management is the process of tracking the company’s actions and other company’s and customers opinions about those actions, analyzing and reporting on those opinions to create a positive feedback. It is used to make sure that the company’s image is good before the eyes of the customers and potential customers. With the adventure of companies going online and social medias, online reputation management has become one of the most important things for any business, since information online has no borders and travels very quickly.
The Reputation Management is nowadays side by side with the Social Media Management, as most of the social medias have such a big space in people’s lives. This can come for the good – a good review of our product in a blog – or for the bad – a poor review from somebody influent for example. For that, the person chosen for this job has to have the knowledge of the major social medias platforms and be ready to work daily with them (tweeter, facebook, Youtube etc.) The candidate has to be able to promote positive search engine results and for that, it is crucial that the person knows how to use Search Engine Optimization (SEO) techniques.
Everyday people rely more and more on the internet to search for new product, reviews or pictures. In the travel, business is not different and for a hotel, a single bad review can cost a potential customer to disappear. Therefore, the Reputation manager has to be able to maintain a good image for the clients. Any issue with negative impact to the company must be well constrained and fixed. A crisis bad handled can all translate into lost revenues, a decrease in customer confidence and lost of business opportunities. But most importantly, the person should be able to keep these negative events from happening in the first place.
Summarizing, the reputation manager has to:
- Monitor social media accounts
- Evaluate review data for trends and anomalies
- Basic knowledge of SEO and social media channels
- Provide project management support for the creation of new social media accounts.
- Work well both independently and as part of a team
- Have mediation skills – Customer Service
Good communication and writing skills are also crucial.
The reputation manager has to listen, respond and engage on the opinions of the customers about our product, measuring what and where is being said and the impact on the business. And, if necessary, take the measure to repair it.
The efficiency of the reputation management will be evaluated by:
- Increase of number of customers.
- Increase of revenue.
- Increase of number of people attending our social media platforms.
Reputation management is the process of tracking the company’s actions and other company’s and customers opinions about those actions, analyzing and reporting on those opinions to create a positive feedback. It is used to make sure that the company’s image is good before the eyes of the customers and potential customers. With the adventure of companies going online and social medias, online reputation management has become one of the most important things for any business, since information online has no borders and travels very quickly.
The Reputation Management is nowadays side by side with the Social Media Management, as most of the social medias have such a big space in people’s lives. This can come for the good – a good review of our product in a blog – or for the bad – a poor review from somebody influent for example. For that, the person chosen for this job has to have the knowledge of the major social medias platforms and be ready to work daily with them (tweeter, facebook, Youtube etc.) The candidate has to be able to promote positive search engine results and for that, it is crucial that the person knows how to use Search Engine Optimization (SEO) techniques.
Everyday people rely more and more on the internet to search for new product, reviews or pictures. In the travel, business is not different and for a hotel, a single bad review can cost a potential customer to disappear. Therefore, the Reputation manager has to be able to maintain a good image for the clients. Any issue with negative impact to the company must be well constrained and fixed. A crisis bad handled can all translate into lost revenues, a decrease in customer confidence and lost of business opportunities. But most importantly, the person should be able to keep these negative events from happening in the first place.
Summarizing, the reputation manager has to:
- Monitor social media accounts
- Evaluate review data for trends and anomalies
- Basic knowledge of SEO and social media channels
- Provide project management support for the creation of new social media accounts.
- Work well both independently and as part of a team
- Have mediation skills – Customer Service
Good communication and writing skills are also crucial.
The reputation manager has to listen, respond and engage on the opinions of the customers about our product, measuring what and where is being said and the impact on the business. And, if necessary, take the measure to repair it.
The efficiency of the reputation management will be evaluated by:
- Increase of number of customers.
- Increase of revenue.
- Increase of number of people attending our social media platforms.
The key achievements - Digital Marketing classes
I would have to say that, in the Digital Marketing class, a lot of achievements were made.
Some little but significant, like learning about presentation metods that I didn't even know it existed and learn how to work with them.
And the biggest achievement (also a surprise) was to learn how a good digital contact with the customer can make a big difference for the company. I knew it was important but had no idea how it could be used aand that it could come in so many different manners, like the Mc Donalds ping pong or the Guest Relations app.
Also I really like learning more about the potencial of the smart phones. In Brazil the smart phones are not yet a "must have", and although their sales increase every year, the "normal" phones are still the majority, since the contracts with 3G are still expensive.
Some little but significant, like learning about presentation metods that I didn't even know it existed and learn how to work with them.
And the biggest achievement (also a surprise) was to learn how a good digital contact with the customer can make a big difference for the company. I knew it was important but had no idea how it could be used aand that it could come in so many different manners, like the Mc Donalds ping pong or the Guest Relations app.
Also I really like learning more about the potencial of the smart phones. In Brazil the smart phones are not yet a "must have", and although their sales increase every year, the "normal" phones are still the majority, since the contracts with 3G are still expensive.
Wednesday, January 11, 2012
There Is Only One True Love
In the Luxury IQ Report, Tiffany & Co. is ranked in second place in the Watches and Jewelery sector.
At first, looking for Tiffany in the Google, the only important link found is the first one, the brand website. Facebook page, iPhone app or any other social media is displayed in the first google page.
Entering the website, simple and well displayed, all products can be found for view and purchase. In the first page, an engagement ring is the central (and only) piece, with the saying “There is only one true love”. That is the first hint for what Tiffany is most famous for: their engagement rings. Romantic presents also stand as an important “trademark” for the company.
However, the true catch for Tiffany’s website is in a little rectangle in the upper corner of the page. Small but yet impossible to miss. Inside the box is written, “What makes true love”, a phrase impossible to miss by dreamy ladies or in love gentleman. And, after clicking in this box, is when Tiffany really start to tell a story. A whole new page is open, all dedicated to love.
In the new page, the brand stays like the sky in outside daylight pictures: it is not the central focus anymore but you can always see its presence. The page has 4 principal points:
- Tiffany’s New York – romantic spots in the city that never sleeps
- Love is everywhere – a kind of google map for love pictures
- The art of romance – movies, music, all about love
- Love Stories – briefs of love stories and how the couple got engaged
In my point of view, in the Love Stories is where Tiffany really reached for the romantic side of the potential consumers, where the person that was browsing for rings makes the decision to buy a Tiffany & Co. ring. The stories are told in audio format with black and white pictures. It all sounds really natural. The ring’s role is secondary in the stories (the important is the love of course) but its presence is still impossible to miss.
Comparing with the presentation Digital Stategies for Luxury Brands, it is safe to say that Tiffany used the following points to become successful in being a Luxury Brand in the Digital world:
Highlight the most exclusive products – Tiffany also sell clocks and vases but it is not exactly this products that come to mind when thinking about the brand.
Communicate the dream – makes the consumers link “happy ending” with their product
Talk to youger luxury consumers – tell the story of the consumers, usually young couples starting their life together. The consumer can see themselves in the stories.
In other words, a Tiffany’s engagement ring is so especial, only the one true love deserves it.
At first, looking for Tiffany in the Google, the only important link found is the first one, the brand website. Facebook page, iPhone app or any other social media is displayed in the first google page.
Entering the website, simple and well displayed, all products can be found for view and purchase. In the first page, an engagement ring is the central (and only) piece, with the saying “There is only one true love”. That is the first hint for what Tiffany is most famous for: their engagement rings. Romantic presents also stand as an important “trademark” for the company.
However, the true catch for Tiffany’s website is in a little rectangle in the upper corner of the page. Small but yet impossible to miss. Inside the box is written, “What makes true love”, a phrase impossible to miss by dreamy ladies or in love gentleman. And, after clicking in this box, is when Tiffany really start to tell a story. A whole new page is open, all dedicated to love.
In the new page, the brand stays like the sky in outside daylight pictures: it is not the central focus anymore but you can always see its presence. The page has 4 principal points:
- Tiffany’s New York – romantic spots in the city that never sleeps
- Love is everywhere – a kind of google map for love pictures
- The art of romance – movies, music, all about love
- Love Stories – briefs of love stories and how the couple got engaged
In my point of view, in the Love Stories is where Tiffany really reached for the romantic side of the potential consumers, where the person that was browsing for rings makes the decision to buy a Tiffany & Co. ring. The stories are told in audio format with black and white pictures. It all sounds really natural. The ring’s role is secondary in the stories (the important is the love of course) but its presence is still impossible to miss.
Comparing with the presentation Digital Stategies for Luxury Brands, it is safe to say that Tiffany used the following points to become successful in being a Luxury Brand in the Digital world:
Highlight the most exclusive products – Tiffany also sell clocks and vases but it is not exactly this products that come to mind when thinking about the brand.
Communicate the dream – makes the consumers link “happy ending” with their product
Talk to youger luxury consumers – tell the story of the consumers, usually young couples starting their life together. The consumer can see themselves in the stories.
In other words, a Tiffany’s engagement ring is so especial, only the one true love deserves it.
Wednesday, January 4, 2012
buuteeq offers everything you need to market your hotel online.
Buuteeq is a platform provider that gives in cloud (intangible) content management system support for the hospitality industry present in more than 20 countries. They propose the templates and support for the hotel of all the different online tools: website, social media and applications.The new website will be optimized for search engines. Buuteeq also provides a commission free reservations tool.
With Buuteeq’s assistance, the hotel can totally customized the content attracting more customers with good quality photos, interactive maps and a designed and functional interface.
Buuteeq also offers feedback to the better management of the hotel’s marketing strategies, sending detailed charts and reports so it is possible to find out what is good for the establishment and what is not, maximizing the potential of the developed tools. It also enables the member hotel to have a more reliable revenue management, with complete control over the pricing.
Basically, Buuteeq sells itself as a content management system easy-to-use, do it yourself software, a feature that would make it good for the small or new independent hotels, but not suitable for big hotels or group chains.
With Buuteeq’s assistance, the hotel can totally customized the content attracting more customers with good quality photos, interactive maps and a designed and functional interface.
Buuteeq also offers feedback to the better management of the hotel’s marketing strategies, sending detailed charts and reports so it is possible to find out what is good for the establishment and what is not, maximizing the potential of the developed tools. It also enables the member hotel to have a more reliable revenue management, with complete control over the pricing.
Basically, Buuteeq sells itself as a content management system easy-to-use, do it yourself software, a feature that would make it good for the small or new independent hotels, but not suitable for big hotels or group chains.
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