Hotel Amour: Content Reputation Management Plan

Hotel amour content from MarieGodard

Lifestyle content: Mercedes-Benz

At the end of year 2012 the brand Mercedes-Benz launched online lifestyle content portal. It is called "mblife" and targets people "who are interested in the lifestyle embodied" by the brand.

It is represented by contemporary South African culture thanks to daily features on artists, design and technology. It is accessible on various tools, like computers, tablets and smartphones. The aim is to influence users by sharing information about what they like, what make them come together in a community (like a common interest).

From a South African perspective, the objective is to share the brand's vision, passion, and style associated with its values and philosophy.

New Media has produced several online and printed magazines for the brand's customers as well.

http://www.bizcommunity.com/Article/196/359/86962.html

Four principles for the open world

1) What is Don’s term for the generation that has grown up “bathed in bits”?
Net generation

2) When Rob McEwen’s geologists were having difficulty identifying the presence and location of the gold in his mines, what radical approach did he take?
Released his data and held the Goldcorp Challenge

3) What does Don mean when he says we have a “burning platform” for change?

He says that the globalization and the global crisis are creating a "burning platform". "The cost of staying where you are is greater than moving to something different." You have to be innovative rather than keeping your old habits. A new economic and global environment is making the word open up to innovation and change.

4) According to Don’s four meanings of openness, what is the difference between “transparency” and “sharing”?

- Collaboration

- Transparency: communication and giving information to the stakeholders (employees, customers, business partners, shareholders). Example of the "tip of the iceberg". Institutions are giving more and more information and thus, they need to have good values and integrity as to be trusted by stakeholders.

- Sharing: Giving up assets/intellectual property, sharing research/data for the industry and for humanity too. It aims at targeting everybody contrary to transparency.

-Empowerement

5) What happens to power structures as knowledge becomes increasingly distributed?

Power becomes decentralized

6) According to Don, the internet did not give rise to an information age, but instead gave rise to:

The Age of Networked Intelligence

7) Don uses an example from nature to demonstrate his four principles for openness. Which 

example does he choose, and in what ways does it exhibit these principles?

He gives the example of birds' natural behavior named "murmuration", that is to say birds assembling together in order to chase away predators. There is clearly a sense of leadership, but there is not only one leader. This phenomenon represents collaboration since all the birds collaborate together. Don says that we should base on this natural behavior for our human relationships. We have to create a "collective intelligence" as he says, just like birds do.

Reputation drives revenue

1) What is the relationship between QGI and revenue gains?
QGI = Quality Generation Index. If you improve your reputation online, your revenue will grow proportionally. 
The performance of a company will be measured according to its reputation online and its impact on the customers' decision to purchase or not. There is a great impact of online reputation upon performance (in terms of demand (occupancy), pricing power (ADR) and performance (RevPar) and so on). 
It was proved thanks to several studies (like with Travelocity for instance).

2) What person/position, in the hotel, is responsible for analysis of pricing changes based on quality index changes?

Rerservation Manager in Generation 1
Generation 2 Revenue Managers were more sophisticated (more tools, more education, more possibilities with new technologies)
Revenue manager in Generation 3 creates strategic pricing programs in order to optimize prices' offers for hotel customers. It combines all the elements of Generation 2, and then it adds online marketing and sales.

3) What new measurement will be used to measure quality scores to revenue performance?

Quality Penetration Index (QPI): 
Global Revenue Index - My hotel / Average Global Review Index - Competitive Set
It is a very important tool to control an hotel competitive set.
Unlike QPI, other traditional tools are available, like RGI (Revenue Generation Index) for RevPar index and MPI (Market Penetration Index) for Occupancy Index.
The new measurement tool takes the competition into consideration in its calculations.

4) Is ORM the Revenue Maximization of the future?

Yes, from my point of view the online optimization of Revenue Management represents Revenue Maximization of the future because tomorrow everything will be put online, especially in the hotel industry. We have to offer the best price at the best moment to the best segment of customer. Thanks to ORM Revenue Managers and hotel General Managers will be able to increase the company's turnover and improving the company's online reputation will help them to control competition.

This Webseminar is well-structured and well-organized. The participants are experts and have deep knowledge in terms of revenue management optimization and reputation management.

Phrase.it: Have fun!

Mobile Experience

1) What is ASAT?

ASAT means "Any Screen Any Time": all at one. Thanks to various mobile devices (tablet, Ebook, mobile Apps on smartphones...), you can get the information you were looking for whenever you want, in any place. You have the opportunity to use a mobile device at any time of the day for several reasons/uses (book a trip, buy something on Ebay...).

2) What is meant by mobile enhanced experience?

Today you can use your mobile for several reasons. The mobile experience has been enhanced because of the multiple uses related to it. 
Indeed, you can use your mobile in so many places (in a queue, while waiting, at work, while travelling, in a public transportation etc...).
It has become more than a source of information: you can buy or book online, check a definition, compare prices, share comments with other users...).
Using different mobile devices is like a journey; you can change platforms, spend lots of time comparing destinations... It adds up value to your research.

3) How could a hotel provide a mobile enhanced experience?

A hotel can create an Application for smartphone so that the user is able to check availability, book online after checking events, weather, comments and seeing nice pictures of the hotel and the surroundings. 
Then the customer can buy online with his or her credit card, check-in online when he or she arrives.
Finally he or she can check the number of loyalty points when he or she comes back home.

The hotel could use Vine on Twitter as well in order to show samples of hotel services and offers/landscapes of the destination to the potential customer. It could use it as a video demonstration that shows how to use internet in the hotel.

4) List the customer decision journey digital touchpoints shown in one of the scenerios.

Let's analyse Scenario #2 named "Travel and serendipity go hand in hand".
Two tourists are on a city bus tour. They catch sight of a lovely pub.
They look it up on Facebook, being still in the bus (first digital touchpoint: Social Media using with a mobile phone).
Thus they can check comments of the customers, ratings, prices, menus, interior design with pictures and finally address in order to come back there later.
Finally they decide to go there later the same day.

Reputation Management: Don Cesar Hotel

Reputation management from MarieGodard

Reputation Management: Don Cesar Hotel

Reputation management from MarieGodard

Reputation Management: Don Cesar Hotel

Reputation management from MarieGodard

Comparing famous hotel groups' DIGITAL IQ

Comparing hotel groups’ digital iq from MarieGodard

How to boost your professional reputation online?

Here are the main tools you can use:

- Facebook & Twitter (Facewash to delete all the negative comments and pictures): be careful, only positive or "neutral" comments have to appear to potential professionals

- Professional Social Media (Viadeo & LinkedIn)

- Share again and again (Slideshares for example) so that your work appear first on Search Engines

- Update your professional blog

- Give comments and rankings to remain active online

- Participate in online events