Web Presence & Web Reputation as one of my 2016-2017 lectures at the Universi...Roberto Peretta
Web Presence & Web Reputation as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
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Analytics, Insights, Cookies ant the Disappearing Privacy as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
The truth about digital PR: what is normal when it comes to links and coverage? Shannon McGuirk
Within the digital PR industry, we're seeing a bigger and bigger desire for virality over consistency when it comes to link building campaigns with huge hitters getting 1000+ links. These are amazing results, but the reality is in Aira's experience is that it doesn't happen all the time. Shannon will talk through Aira's recent 'State of Link Building' findings and explain what a good amount of links to a campaign is, whilst sharing tips on how to bounce back from a campaign fail given how saturated the media landscape is right now.
Social media is changing.. drastically. In this presentation, I update you on recent changes and what to do about it. Originally presented at 3XE Digital on May 11th, 2018.
Design: Content, Copyright, and Creative CommonsRoberto Peretta
Design: Content, Copyright, and Creative Commons. An educational presentation for the IT for Tourism Services course at the University of Bergamo, Italy
Content, Copyright and Creative Commons as one of my 2016-2017 lectures at th...Roberto Peretta
Content, Copyright and Creative Commons as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
Destinations, the Industry, and Peer-To-Peer as one of my 2016-2017 lectures ...Roberto Peretta
Destinations, the Industry, and Peer-To-Peer as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
How to Deliver Data Insights by Fmr Google Sr Analytical LeadProduct School
Main takeaways:
- Aligning on an insights definition
- Establish customer / business context before jumping into the data
- Frame your investigation question
- Spend time sanity checking your data / apply street smarts logic
- Use customer / business context to guide exploratory analysis and record observations along the way
- Build a story outline with 1 - 5 supporting insights
- Transcribe the story outline to slide form
Web Presence & Web Reputation as one of my 2016-2017 lectures at the Universi...Roberto Peretta
Web Presence & Web Reputation as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
Analytics, Insights, Cookies ant the Disappearing Privacy as one of my 2016-2...Roberto Peretta
Analytics, Insights, Cookies ant the Disappearing Privacy as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
The truth about digital PR: what is normal when it comes to links and coverage? Shannon McGuirk
Within the digital PR industry, we're seeing a bigger and bigger desire for virality over consistency when it comes to link building campaigns with huge hitters getting 1000+ links. These are amazing results, but the reality is in Aira's experience is that it doesn't happen all the time. Shannon will talk through Aira's recent 'State of Link Building' findings and explain what a good amount of links to a campaign is, whilst sharing tips on how to bounce back from a campaign fail given how saturated the media landscape is right now.
Social media is changing.. drastically. In this presentation, I update you on recent changes and what to do about it. Originally presented at 3XE Digital on May 11th, 2018.
Design: Content, Copyright, and Creative CommonsRoberto Peretta
Design: Content, Copyright, and Creative Commons. An educational presentation for the IT for Tourism Services course at the University of Bergamo, Italy
Content, Copyright and Creative Commons as one of my 2016-2017 lectures at th...Roberto Peretta
Content, Copyright and Creative Commons as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
Destinations, the Industry, and Peer-To-Peer as one of my 2016-2017 lectures ...Roberto Peretta
Destinations, the Industry, and Peer-To-Peer as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
How to Deliver Data Insights by Fmr Google Sr Analytical LeadProduct School
Main takeaways:
- Aligning on an insights definition
- Establish customer / business context before jumping into the data
- Frame your investigation question
- Spend time sanity checking your data / apply street smarts logic
- Use customer / business context to guide exploratory analysis and record observations along the way
- Build a story outline with 1 - 5 supporting insights
- Transcribe the story outline to slide form
Content as one of my 2015-2016 lectures at the University of BergamoRoberto Peretta
Content as one of my 2015-2016 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
Analytics, Insights, Cookies, and the Disappearing PrivacyRoberto Peretta
Analytics, Insights, Cookies, and the Disappearing Privacy. An educational presentation for the IT for Tourism Services course at the University of Bergamo, Italy
This document discusses social media and careers in social media communication. It outlines the mission to prepare students for social media careers by teaching them to communicate with online communities, build consumer loyalty, and use analytics to evaluate campaign effectiveness. Students will learn about marketing, design, and analytics through relevant courses. The document also notes that digital ad spending is growing more than double the pace of overall US ad spending and discusses trends around micro-influencers and bots in marketing. Finally, it provides examples of entry-level social media jobs and their typical salaries.
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The document discusses social media and how it enables conversations between people online. It argues that social media is a force to be reckoned with because most Americans and internet users engage with social networks. It provides reasons to care about social media, such as how it is altering communications and acting like word-of-mouth marketing on steroids. Finally, it suggests ways for companies to engage with social media by understanding audiences, creating useful content, and participating in conversations.
Social business Fireside Chat with Frank NestlerLetsConnect
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Social Connections 14 - Social Business Fireside Chat with Frank Nestler (Evo...panagenda
6 years ago Evonik started their Digital Transformation and Social Business journey with IBM Connections. It’s been quite an exciting journey so far, but it is not over yet. The quest to not only address and fix business problems, but to also transform how employees work continues to this date. The emphasis on innovation through hosting and organising innovation jams, on influencing use behaviours through an open knowledge sharing culture across different teams, divisions and geographical regions has turned Evonik into a people centric organisation where knowledge shared is power. Join us in this Social Business Fireside Chat where Luis Suarez (panagenda) will be interviewing Frank Nestler (Evonik) about their Digital Transformation journey so far; what worked, what didn’t (potential obstacles), lessons learned, most inspiring use cases, overall business value in the transformation process and so forth. Get your questions ready!
Nicole Souza interned at three digital marketing companies from May to August 2016. She managed social media accounts, created content calendars and blog posts, attended conferences, and developed relationships with partner businesses. Some of her accomplishments included creating a case study, managing databases, and representing the companies at various events. Through this internship, she learned skills like social media management, database handling, event representation, case study creation, and audience analytics.
Uber's 2017 social media strategy aims to grow its online following and community to support continued revenue growth. Key objectives include increasing followers on major platforms by 1 million in a year and boosting customer service response rates. The strategy involves more engaging posts and hashtags to drive a 20% increase in unique visitors. It outlines social media roles and content strategies, and provides response plans for potential issues like inappropriate posts or accidents.
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Digital disruptions as one of my 2015-2016 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
Tricky questions as one of my 2015-2016 lectures at the University of Bergamo.Roberto Peretta
Tricky questions as one of my 2015-2016 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
The document discusses analyzing social media APIs to understand how they structure representations of human activity on platforms. It notes that APIs define what can be built, used, and consumed on platforms. The document then examines Instagram's APIs and the types of data that can be retrieved through different endpoints. It also discusses how the availability of API data points has changed over time, limiting the analysis of certain user behaviors.
This document outlines AirBnB's social media strategy. It includes an audit of current performance on platforms like Facebook, Twitter, and Instagram. The majority of traffic comes from Facebook, though engagement is higher on other channels. The strategy sets objectives to grow followers and shares customer content. It also establishes roles, a content plan, and a system to measure results and respond to issues. The goal is to use social media to support revenue by fostering an online community and customer interactions.
This document outlines AirBnB's social media strategy. It includes an audit of current performance on platforms like Facebook, Twitter, and Instagram. The majority of traffic comes from Facebook, though engagement is higher on other channels. The strategy sets objectives to grow followers and shares customer content. It also establishes roles, a content plan, and a system to measure results and respond to issues. The goal is to use social media to support revenue by fostering an online community and customer interactions.
Usability, gamification, augmented and virtual reality as one of my 2016-2017...Roberto Peretta
Usability, gamification, augmented and virtual reality as one of my 2016-2017 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.
Slides from a presentation given at uxcambridge 2017. This presentation explores the different types of data visualisation that UX designers are likely to encounter and their characteristics. Then it analyses the problems specific to designing for the digital world - we know the type of data we will collect, but not the actual story that the user will see - and how we as designers can make good choices to help users find the stories that exist in their data.
Bullet pr social media & digital enagagement, future of real estate sept 2010Nicholaso
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The Dolomites are a UNESCO site, and probably the most beautiful mountain system in the world. Their mountain huts, particularly those along the Alta Via 1 Dolomiti (a 150-kilometre-long high-level trail), provide Alpine lovers with accommodation and assistance. Though internationally renowned, and despite their role in Italian tourism, the mountain huts in the Dolomites have been scarcely researched by the academia. Even less studied has been their relation with the Web, which is an obvious communication environment for any tourist service today. This paper is based on a systematic study on the web presence of the mountain huts along the Alta Via 1 Dolomiti during the summer of 2019. Results encourage their efforts to improve, suggest a better cooperation among the local administrations in the area, and call for financial support to the their web activities.
A research co-authored with Luisa Mich, presented at the XI Riunione Scientifica SISTUR “Turismo, Paesaggio e Beni culturali: prospettive di tutela, valorizzazione e sviluppo sostenibile”, Cosenza and Rende, October 24-26, 2019
A research co-authored with Polina Baskakova, presented at the XI Riunione Scientifica SISTUR “Turismo, Paesaggio e Beni culturali: prospettive di tutela, valorizzazione e sviluppo sostenibile”, Cosenza and Rende, October 24-26, 2019.
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1. IT for Tourism Services, UniBg 2017-2018
Web Reputation: Likes,
Engagement & Sentiment
Web Reputation. Lecture 9, October 31, 2017
2. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
What Are We Talking About Today?
slide 2Web Reputation. Lecture 9, October 31, 2017
1. Web Presence. A Recall
2. Reputation
3. Web Reputation
4. Free Tools
5. Professional Tools
6. Sentiment
7. Semantic Analysis
3. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Web Presence
slide 3Web Reputation. Lecture 9, October 31, 2017
We already clarified that the web presence of, say, a destination includes
1. the official website run by the destination
2. the accounts officially run by the destination on TripAdvisor, Facebook, etc.
3. what other people write about the destination on the communities and the
social networks.
As we will see, web reputation mostly deals with this third form of web presence.
4. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
What We Control
slide 4Web Reputation. Lecture 9, October 31, 2017
The web presence of, say, a destination includes
1. the official website run by the destination
2. the accounts officially run by the destination on TripAdvisor, Facebook, etc.
3. what other people write about the destination on the communities and the
social networks.
5. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
What We Partially Control
slide 5Web Reputation. Lecture 9, October 31, 2017
The web presence of, say, a destination includes
1. the official website run by the destination
2. the accounts officially run by the destination on TripAdvisor, Facebook, etc.
3. what other people write about the destination on the communities and the
social networks
6. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
What We Don’t Control
slide 6Web Reputation. Lecture 9, October 31, 2017
The web presence of, say, a destination includes
1. the official website run by the destination
2. the accounts officially run by the destination on TripAdvisor, Facebook, etc.
3. what other people write about the destination on the communities and the
social networks.
7. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Beyond Our Control!
slide 7Web Reputation. Lecture 9, October 31, 2017
Quite obviously, social networks are beyond our control, as their web servers only
belong to them.
We can completely control our website.
We can partially control our TripAdvisor accounts, and our Facebook pages.
We CAN’T control at all what other people write on TripAdvisor, Facebook, or
Twitter or Instagram about us.
If we want to improve, or at least defend, our reputation, we must know what
other people write about us on the communities and the social networks.
But what is reputation about?
8. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
What Is Reputation About?
Web Reputation. Lecture 9, October 31, 2017
1. Generally speaking, reputation is how something (or someone, or a website, or
a destination...) is perceived.
For instance, Blackberry was the leading mobile phone system before the iPhone
was introduced.
The iPhone made the Blackberry to be perceived as something stiff, and too
business-related (a tool for businessmen).
2. Reputation changes in time.
3. Reputation implies a comparison.
slide 8
9. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Web Reputation
Web Reputation. Lecture 9, October 31, 2017
According to scholars and marketers, web reputation is how something (or
someone, or a website, or a destination...) is currently perceived in the world of
the social networks.
This is because, as we previously observed, the web presence of a destination
doesn’t include only
1. the official website run by the destination, and
2. the accounts officially run by the destination on Facebook, Twitter, Instagram
etc., but also
3. what other people write on the destination on the communities and the social
networks.
We should perhaps say -- what the world thinks of our destination...
slide 9
10. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Engagement
Web Reputation. Lecture 9, October 31, 2017
To evaluate our destination’s reputation, it is important to measure how many
posts, tweets, pictures or comments have been published about it.
However, the impact of these posts, tweets etc. should be considered, too.
For instance, a very basic approach to begin this sort of measure is to look at our
destination’s Facebook pages –- both the official one, and other pages that clearly
deal with our destination -– and count how many likes they’ve gathered.
But this is really a very basic approach. More questions should be asked!
Are most posts, tweets etc. posted by the page managers? Or are they mostly
posted by other people who are engaged to participate?
Do posts, tweets etc. start discussions among people, or remain unfollowed?
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11. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Free Tools
Web Reputation. Lecture 9, October 31, 2017
There are several tools -- even free (or temporarily free)
tools -- to know what people share about our destination
on the Web, the communities and the social networks.
Beware! It is particularly important to ask these tools
the proper questions –- basically, choosing which
keywords adopt to interrogate those tools.
Suppose you want to keep track of posts, pictures or
comments about Bergamo as a destination...
You’ll ask to keep track of keywords like Bergamo +
tourism and/or + visit + attraction + hotel + museum + etc.
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12. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Google Alerts
Web Reputation. Lecture 9, October 31, 2017
A free tool providing social media
monitoring for beginners is Google Alerts.
Google Alerts is easy to set up, and allows
monitoring the Web for any new content,
and mentions of what we’re interesting in,
our brand and/or our competitors.
By creating a Google Alert, we’ll receive
email notifications every time Google finds
new results on a topic that interests us
across blogs, forums and news sites.
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13. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Professional Tools
Web Reputation. Lecture 9, October 31, 2017
There are, however, also professional tools (on payment) to know what other
people write about you on the social networks.
TrustYou is perhaps the most reliable among these professional tools.
Travel Appeal is a more recent Italian option of the kind.
The web reputation of an hotel, a restaurant or a destination is obviously very
important to protect, or possibly improve.
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14. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Sentiment
Web Reputation. Lecture 9, October 31, 2017
Once you have –- or tools like Google Alerts or
TrustYou or TravelAppeal has –- collected what the
world says about your destination (posts, tweets,
comments, etc.) in public on the social networks,
you may individuate what sentiment the world
has expressed about your destination.
The easiest way to do so is reading in person
these posts, comments etc., and determine
yourself whether their sentiment is positive,
negative or simply neutral.
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15. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Semantic Analysis
Web Reputation. Lecture 9, October 31, 2017
Very often, however, posts, comments etc. are
too many. There’s no time enough to read them
all in person.
Natural language interpretation may be used.
But cultural factors, linguistic nuances and
differing contexts make it extremely difficult to
turn a string of written text into a clear pro or
con sentiment.
Let’s provide some examples...
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Sentiment can be difficult to identify…
Web Reputation. Lecture 9, October 31, 2017
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Everything is clearly ok, here...
Web Reputation. Lecture 9, October 31, 2017
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… but here a mistake is made!
Web Reputation. Lecture 9, October 31, 2017
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Sometimes why “100%” is clear…
Web Reputation. Lecture 9, October 31, 2017
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… but why not “100%” here, too?
Web Reputation. Lecture 9, October 31, 2017
21. IT for Tourism Services, UniBg 2017-2018IT for Tourism Services, UniBg 2017-2018
Industry vs. Destinations Reputation Measurement
Web Reputation. Lecture 9, October 31, 2017
The examples above are taken
from Travel Appeal, and refer
to a family accommodation.
The wider market for web
reputation tools is in fact the
industry: hotels, B&Bs,
restaurants and the like.
Destinations’ web reputation
is a more complicated
subject, in fact.
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