Branding: more important, more powerful than ever in today's complex noisy, & fast-paced environment. We crave direction, and brands can make our life easier. A powerful brand tells a story, and connects with us - something we are or want to become.
When I was in branding class here in Dublin, I used to groan everytime Guinness was used as an example of an irish brand, but we’re here in the storehouse so I thought I’d use this.
Product design - and in the case of travel - experience design - plays a critical part of branding. Key to remember that since consumers have control over much of what’s said about your brand...they are defining it....that great product design ensures that 1) You get noticed 2) People start talking about you. Seth Godin: Take your advertising budget, invest in product design.
Let’s see how this looks at a hotel. citizenM is one of our clients at ReviewPro, and they have some of the most brilliant branding today. The way their hotels are built is remarkable....[elab] And this creative design gets people talking. Trendiest hotel in the world.
But not all of us manage marketing for citizenM, so I’d like to approach this from another angle. It’s not just iconic brands that can use these concepts. Individual hotel properties that are part of a larger chain - like this Napa Valley Marriott - also have created a brand position that sets them apart... [Elaborate]
Most importantly, branding affects everything you do in social media: the type and format of content, the tone of that content and the platform you’ll distribute on. As social businesses we need to think through a framework... How are you going to quickly communicate what you stand for? (Define) What will you stand for? How will you distribute this message? Marketing? How will you deliver on that promise? Operations How will you defend and stay true to that message? Reputation management ...all key online
[Image: Feedback The social web is the biggest brand-building opportunity we’ve ever had.
Until recently, hotel managers have relied upon some combination of Internal Guest Satisfaction Surveys, Mystery Shopping and intuition to understand and improve guest satisfaction. It took a herculean effort and there were significant structural flaws in capturing clients real feedback. Today, online travel agencies, review sites and social media platforms have provided the potential holy grail of customer insight. The challenge is how to collect all of the relevant content, separate the signal from the noise, and create insight for action to improve guest satisfaction levels.
Thomas Tripp and Yany Gregoire research for MIT SLoan article...when customers strike back
[image: background mosaic of review site logos, focus on TripAdvisor, Yelp, Foursquare, YouTube] There’s an incredible diversity among review sources today. People say whatever, whenever. The SoMoLo trifecta can get especially interesting for us.
There’s an incredible diversity among review sources today. People say whatever, whenever. The SoMoLo trifecta can get especially interesting for us.
Technology is an enabler, but not the primary success factor. The fundamental change in social enterprise is that your brand is defined with every single interaction with any of your employees. And this makes your team critical to Human resources, recruiting and retaining the right type of people has become a new frontier in social enterprise management. Employees should be allies...not ready to revolt. Employees should be allies...not about to revolt. Speak human. Hire great copywriters. Words matter.
Technology is an enabler, but not the primary success factor. The fundamental change in social enterprise is that your brand is defined with every single interaction with any of your employees. And this makes your team critical to Human resources, recruiting and retaining the right type of people has become a new frontier in social enterprise management. Employees should be allies...not ready to revolt. Employees should be allies...not about to revolt. Speak human. Hire great copywriters. Words matter.
Operations is
Want to leave you with a few thoughts: How can you use social technologies to take your organization to the next level? Or more specifically, how can you
![Fresh Ideas for Social Business ,[object Object]](https://image.slidesharecdn.com/josiahmackenzietravelhuddle-requesteduploadedversion-111123032025-phpapp01/85/Josiah-Mackenzie-ReviewPro-1-320.jpg)
