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Social Media Content Analysis of the Travel, Tourism and Hospitality Industry.Laughlin Rigby
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Vast amount of data is generated at every step of the travel cycle. How to convert this data to derive value for customers? Learn more through this whitepaper
Top 10 'MUST DO' Hotel Strategies to Boost Direct BookingsTA Fastrack
Listen to Adrian Caruso, Australia's leading hotel business improvement and marketing expert share with you the top 10 'MUST DO' strategies to drive more direct bookings and instantly boost revenue.
Social Media Content Analysis of the Travel, Tourism and Hospitality Industry.Laughlin Rigby
Results of an exclusive Oct 2011 study by Travelshake.com analysing, categorising and ranking the different social media content themes posted by over 1200 tourism business from 77 countries worldwide via the Travelshake.com platform. Launched in May 2010, Travelshake.com was the world's first social media platform for the travel and tourism industry. The presentation also includes analysis of sub-sectors within the industry such as restaurants, hotels, transport and tourist boards.
BlogWell DC Social Media Case Study: Delta Air Lines, presented by Rachael Re...SocialMedia.org
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Digital Marketing Measurement Strategy for Ladera ResortRebecca Rast
The purpose of this project was to review Ladera Resort's website and establish recommendations for an overall measurement strategy. This task was completed without access to the site's Google Analytics account. I was able to look at the site and articulate what I would measure, why, and what sort of outcomes I hoped to garner from implementation.
In this paper we examine how the Leisure & Tourism Industry is approaching mobile technology and we provide our top 6 tips to consider when making the transition into the mobile environment.
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Within the scope of my postgraduate degree in digital marketing, I show a study about how the travelling industry can benefit from content marketing. I will share my takeaways from how powerful it content marketing can be and how travel agencies can benefit from it.
Benefits of Preserving Consumers, Ability to Compare Airline Fares - An onlin...Widodo Heru Santoso
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The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
BlogWell DC Social Media Case Study: Delta Air Lines, presented by Rachael Re...SocialMedia.org
In their BlogWell DC presentation, Delta Air Lines' Manager, Social Media, Rachael Rensink, and Manager, Online Support & Social Media, Jerry Fletcher, share how they are engaging with their customers through social media.
Airlines industry is one which has gone deep down and struggled hard for its survival continuously over the years.
cover
Customers are now sharing and expressing their opinion about everything and at any time of the day, and also attracting / influencing the opinion of others.
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Find out how the top Airlines are performing on social media.
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Digital Marketing Measurement Strategy for Ladera ResortRebecca Rast
The purpose of this project was to review Ladera Resort's website and establish recommendations for an overall measurement strategy. This task was completed without access to the site's Google Analytics account. I was able to look at the site and articulate what I would measure, why, and what sort of outcomes I hoped to garner from implementation.
In this paper we examine how the Leisure & Tourism Industry is approaching mobile technology and we provide our top 6 tips to consider when making the transition into the mobile environment.
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This research will open the real market trend and response to an open online price esp. in the Airfares with online travel agents hope we can learn from this.
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
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partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
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ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Your Path to YouTube Stardom Starts HereSocioCosmos
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analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
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company's total risk.
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Get Ahead with YouTube Growth Services....SocioCosmos
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Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
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3. Executive Summary
The purpose of this comparison is to examine the media presence of
both Delta Air Lines and Southwest Airlines to identify which brand
engages with their target audience better overall as well as on each
media platform.
Each of the brands' website, Facebook, Instagram and Twitter were all
analyzed on the basis of level of engagement, overall sentiment, and
other factors specific to each platform. The chart below shows the public
metrics related to each company over the last three months. In the end,
Delta Air Lines was superior at engaging with their target market.
Strength
34%Passion
Sentiment
Reach
Delta Southwest
70%
5:1
47%
50%
22%
3:1
39%
4. Background & Audience
Southwest Airlines was
established in 1967 and has grown
from serving only the state of
Texas to carrying the most
domestic passengers of any US
airline in 2014.
True to it's nickname, the
world's largest low cost carrier,
Southwest targets more cost
conscious customers such as
senior citizens, small business
owners, and middle income
families who generally travel
shorter distances and desire
cheaper alternatives.
Delta Air Lines was founded
in 1924 and has maintained
their presence to become to
oldest and largest airline to still
be operating in the United
States.
Delta seeks to target
business flyers, international
travelers, and frequent flyers.
They focus on the customer
experience while still treating
employees well and embody
the phrase, "happy employees
equal happy customers".
5. Media Presence
FACEBOOK
@delta - 3.15M likes
@SouthwestAir - 6.07M likes
TWITTER
@Delta - 1.46M followers
@SouthwestAir - 2.13M followers
INSTAGRAM
@delta - 738k followers
@southwestair - 495k followers
Both Delta and Southwest can be found on all 3 major
social media platforms as well as operating their own
websites and specific apps.
6. Website
delta.com southwest.com
The Delta website uses a sleek and
professional design that does not detract from
the products throughout the homepage. They
use the most prominent spot to promote their
loyalty program, SkyMiles, and the amenities
that frequent and more experienced travelers
enjoy.
Delta.com also has a quick link to a
separate page devoted to business travel
which highlights opportunities such as credit
cards for specific air travel expenses, loyalty
programs for whole business and other
amenities for business travelers.
Throughout the webpage, Delta features
that flying on one of their planes is an
experience rather than a way to get to and
from a destination. This aligns with their goal
to maintain a high level of customer
satisfaction that brings them back each time
they have a need for air travel.
Southwest has a lighthearted and inviting
webpage that speaks directly to their target
audiences. The first thing one sees is a
smiling employee and a quick joke before all
of their available products.
The page was also set up to highlight how
they are different from their competition. By
mentioning numerous times that they charge
no fees to change flights or for checked bags,
they address some of the pain points cost
conscious travelers have.
Another notable aspect of the website is
how they have assembled their list of quick
links into topics an average customer could
easily find. By dividing these links into lists
based on products, customer service, and
flying information, customers would be able to
have a clear direction in their search for more
information.
7. Website
As both delta.com and southwest.com have similar basic
features such as online check-in, flight status checker, and quick
flight look up capability, the superior website comes down to how
they approach their audience. Overall, Southwest engages better
with their target market throughout their website.
Delta's website is made for those who are familiar with their
airline and are looking to spend a minimal amount of time
searching for flights or making decisions between packages.
Southwest identified that their customers are looking for a deal
rather than an extravagant flight and are looking for more
information to make sure they they are spending their resources
in the best way. By displaying that customers can book flights,
hotels, and rentals cars in a prominent position on the homepage,
they are showing customers that they can save time and money
by booking through Southwest.
Southwest is able to show all the opportunities they can
provide customers by creating engaging and vibrant content
blocks that can catch the eye of someone looking for a quick deal
on a vacation or trip. They seek to show customers a range of
offers that they provide rather than assuming that they know what
they are looking for before coming to the site.
8. Delta uses their Facebook account to project the
ethos of the company. Their daily postings show
they are invested in the condition of their
employees, the safety of their customers, and the
wellbeing of both the community and the nation.
A large part of the posts from Delta are related
to their dedication to social causes. They have
shared videos and photos to display their
dedication to human rights and women's rights and
even changed their profile picture for the month of
October to recognize breast cancer awareness
month.
Delta also uses the Facebook platform to
communicate directly with customers with feedback
as well as producing weather warnings and
updates to make customers aware of possible
delays and cancelations. During times of severe
weather, they drastically increase their rate of
postings to give customers the most up to date
information.
Delta
Facebook
Southwest
Southwest's Facebook is a way for the
airline to engage with customers by
responding to customer feedback in a timely
fashion and promoting available travel deals.
They provide thoughtful customer service by
giving commenters solutions to their
problems and also making it personal by
including the name of the actual person
responding. By sharing photos of current
travel promotions, they are able to make
customers who are not subscribers to
mailing lists or on other media sites aware of
the deals and discounts available during
select times.
Another aspect of the Southwest
Facebook account is their creation of original
content highlighting their co-branding with
other companies and sharing their
customers' reactions.
9. Facebook
Delta is superior in engaging with customers on Facebook because they
use this platform to focus on what brings their customers back each time, their
unparalleled experience in the industry. They present themselves as something
more than an airline, which is how they want their customers to view their
flights as well. Its an experience rather than a flight. A place that provides
exceptional services to both the customer and the community.
They achieve this by making posts that matter to their customers. Rarely do
they try and promote a new credit card on this platform because it is used as a
organic way to quell concerns and show that those at Delta are inspired by
more than profits. They neither overload nor undersell themselves, but rather
post enough to stay relevant and on the top of the minds of customers.
10. Instagram
Delta Southwest
Delta's Instagram is more established with
an extensive assortment of saved stories and
posts coming almost every 3 days. Rather
than keeping in the professional feel of a large
portion of their media, they instead employ a
more casual dialogue with their followers.
While their postings include more
inspirational captions, they do emphasize all
the different places customers can go when
flying Delta by highlighting some of the
extraordinary and rare places they can take
customers. The photos posted are all high
quality and unique, often with bright colors.
They also use Instagram to give customers
and followers a behind the scenes perspective
of what it's like to work at Delta. Saved stories
create an interactive way to answer questions
on what it's like to work at Delta while also
highlighting the trips employees are able to
take as a perk of working with the company.
Southwest uses Instagram to highlight
their extensive and uniquely painted fleet
while also keeping up the lighthearted
connection with customers. They often use
jokes or puns within their captions to keep
followers engaged and attentive.
Another aspect of their Instagram profile
is the focus on their social outreach. They
used Instagram throughout National Teddy
Bear Day to facilitate a campaign across
media channels to promote their partnering
with Build - A - Bear Workshop to provide
children through the Make A Wish
Foundation and the Ronald McDonald House
Charities with their own co-branded teddy
bear.
Southwest also uses the platform to
inform customers of changes to their
services, such as ending the serving of
peanuts on all flights, and other important
issues.
11. Instagram
Southwest and Delta both have their faults when it comes to their
Instagram profiles. Neither of them use the platform as a way to
speak directly to customers through the use of comments or make
recognizable calls to action. Still, Delta does a better job at engaging
their customers over Instagram.
Delta gives their customers bits of content to contemplate by
providing them with ideas of where they could travel to next. On the
other hand, Southwest shows photo after photo of their planes from
the gate or runway.
The Instagram platform is not for the average business traveler,
which is one of Delta's target audiences, instead they use it as a way
to engage with those who enjoy imagining. Although used in a
professional manner as a company should, they make Instagram a
place to show more of their personality, or the fun part of Delta.
12. Twitter
Southwest
Southwest's Twitter is made up primarily
of promotions for lower fares and links to
information posts. They also do tweet the
community service the company as a whole
engages in as well as what their individual
employees do in their own communities and
around the world.
Though they do cross post very similar
content from their Facebook page,
Southwest also continues their laughable, no
frill's feeling throughout their Twitter page
through quick videos and puns. These
entertaining tweets are aimed at reminding
customers what makes Southwest different,
mainly their "bags fly free" slogan.
The Southwest Community page is the
company's main source of sharing
information to their Twitter followers. They
share a wide variety of topics from helpful
tips to weather updates all by linking to
articles and blog posts written on the site.
Delta
Delta uses their Twitter account as an
easy way to get information to customers
and how to share quick, pithy, and relevant
content to all followers. Through cross
posting from their Facebook account and
linking to their website blog, they are able
to keep a constant professional, but related
connection.
Some of the most common types of
content Delta shares via Twitter are quick
tips such as how to fly with children or how
to beat jet lag, travel updates and weather
advisories, changes to inflight amenities,
and photos and videos of the history of the
airline.
Delta also seeks to engage with
followers through asking for their input on
what they want on their flights through
votes and polling. The most common is
voting which movie will be new to inflight
entertainment for the upcoming month.
13. Twitter
The Twitter accounts of both Delta and Southwest have similar
levels of engagement for individual tweets. Even with more than
500,000 less followers, Delta still does a better job at marketing to
their target audiences.
Their frequent use of polls allows for real input from customers
and followers on a range of issues. These individuals are also
able to see the direct result of their engagement when using this
avenue.
Delta also exceeds Southwest in their creation of content
specifically for Twitter. Even though both airlines link to content on
other sites, Delta limits this and instead creates tweets and
threads that are friendlier and more acceptable to the format of the
platform.
14. Platform Summary & Conclusion
Website
Facebook
Delta Southwest
Instagram
Twitter
When analyzing Delta and Southwest, it is important to
understand that they are targeting drastically different types of
audiences. While Southwest has more followers on Twitter and
more likes on Facebook, it appeared that the level of engagement
that the brand received on both of these platforms was still equal
to Delta. The strongest aspect of Southwest’s media platforms is
by far their website. They provide their potential customers ways
to quickly book all they need for their vacation or quick flight in one
place and at a price without all the “frills”. Throughout all of their
platforms though it is evident that they are dedicated to providing
great service at the lowest cost.
Delta was superior in engaging with their customers because
they divided their target audiences based on platforms. While their
website was designed as a simple way to book flights, they
recovered throughout the other platforms. The audiences that are
drawn to Delta are those that are experienced travelers or desire
experience on the part of the company. Delta seeks to influence
travel throughout their customer base by providing information and
inspiration to go out and in their words, keep climbing. They
adapted their message to each individual platform to make sure
that their content was easily absorbable by their target audiences.