ORM SESSION 4 BRAND

ORM SESSION 3

Revenue Strategy Management for Hoteliers // Session 2

ORM MANAGEMENT

Homework for session 1 // ORM PAGE

Homework for session 1

Definition of ORM (Online Reputation Management)

“The online reputation management is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity. The first step in reputation management is monitoring references to the person or business, primarily through social media monitoring and carefully crafted search queries”.

Another definition is that “is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results pages to decrease their visibility, but also with corporate transparency and user-generated content becoming an integral part of any business marketing efforts. “

There are two types of negative content that companies should be aware of in ORM. One is represented by complaints on social networks. They need to be addressed properly, but unless your company has serious problems, they do not pose a real challenge to your business.

The other is what I define as “online reputation bombs,” which affect the reputation and sales long term and can several damage a business. They are very powerful because, unlike social network content, they are prominent in search engine results.

Sources:

http://www.business2community.com/online-marketing/online-reputation-management-the-basics-01362720#mQUUriUsaUXLBQfC.97

http://whatis.techtarget.com/definition/reputation-management

https://blog.kissmetrics.com/guide-to-reputation-management/

WEBINAR ASSIGNMENT

Spreading the love: How to generate more reviews, followers and engagement on social media

 

Presenters:

Daniel Edward Craig

Neil James

Key points:

Social media is very crucial nowadays for the companies especially for the hospitality industry. The way a company has presence in the different digital platforms can have a direct impact on its growth and revenue, for this reason is very important to have an increase on this area.  The webinar gives us five main points in which the company has to focus in order to be success in social media:

1.- Reviews

Reviews are perhaps the most important point for the success of the company; it shows directly the level of satisfaction of the clients and the engagement of them with the business. Real decisions must to be done according to the reviews from the clients and we have to remember that people talk and recommend places they have liked a lot. In consequence is crucial to increase the reviews in order to be more conscious about the guest’s opinions and the company can do it in two ways:

            .- Organic: Surveys (very common and traditionally)

.- Proactive: Face to face/ applications/email, these methods are getting more exposure but it is important to avoid sending so many requests, this can be perceived as something annoying)

A popular page for reviews is definitely trip advisor.

2.- Facebook

This social network has become one of the most important to attract clients and visitors. It provides more likes and followers than any other. When sharing content is important to keep in mind the content which has to be very visual, using photos, links, videos (been likeable), it has to be something funny and creative and above all try to avoid look desperate, and this includes asking for likes or share content with friends.

The presenters gives a good example for facebook success, the Marriot Napa, which in its page prioritizes the engagement, offering links with relevant information not only of the hotel or their promotions but also form Napa, the most interesting places to visit, the activities and attractions, and the offer specialized services in partnership with local companies.

3.- Twitter

Twitter is also a good platform to gain followers, reviews and to have a great exposure of the business, and something that really catch my attention was this new innovative way to expand the visibility, using accounts from fictional characters that becomes guests or frequent clients of the hotels, with this method people can not only follow the hotel but also follow a character that is funny and striking and that induces to visit the hotel or buy products from a company. But is very important to remain that the accounts must to be very creative, not only in the design, but also in the statement.

4.- Content curation & 5.- Advocates and influencers:

Content curation means create tendencies, make people talk and recommend, innovate with ideas to expand the brand in social media making it more attractive and also use advocates and influencers to have a bigger impact and promotion.

Benefits of the webinar: By attending the webinar I could knew the different techniques that I can use in order to give my business a bigger exposure and visibility and social media, but most important how to use correctly these tools in order to avoid failures or be a dislikable company.

What could I do differently?

I could bring success people in this field to tell from their own voice how was this experience for them and all the challenges they had to face in order to get the final goal.

Link to source of the webinar:

http://resources.reviewpro.com/webinars/reviews-followers-social-media

Link to presentation slides:

http://cdn2.hubspot.net/hub/280043/file-1055778516-pdf/webinars/slides/webinar-reviews-followers-engagement.pdf?__hssc=25299618.1.1452816783876&__hstc=25299618.60a80c2946c038557c02acad0e27150c.1451787494346.1452813863957.1452816783876.4&__hsfp=&hsCtaTracking=5bba2860-9966-4488-a8ff-27e19893f55c%7C3ff6408f-f2ea-4a1a-b3ab-c16cac5c5b7a