• Hospitality companies can gain feedback about their operations through blogs, discussion boards, hotel review sites, social networks, etc. These are an example of what type of media? This type of media is called Consumer Generated Media (CGM). Today’s customers are looking online for feedback on hospitality establishments. “Approximately 300 million public comments are made online worldwide every day” (32). Customers read previous guest experiences posted on the web to choose which hospitality establishment to visit. Negative online reviews spread faster than positive ones. Reputation software can monitor the online conversations and minimize the impact and visibility of negative search results. Consumer generated Media is the Word-of-Mouth in the Age of the Web-Fortified Consumer. CGM describes a variety of new sources of online information that are created, initiated, circulated and used by consumers’ intent on educating each other about products, brands, services, personalities and issues. Online word of mouth is nonetheless owned and controlled by consumers, and it often carries far higher credibility and trust than traditional media. CGM is also measurable. Online word of mouth leaves a “digital trail,” allowing its content to be located, categorized, analyzed for basic data and trends, emotion, and experience. CGM provides unclouded, real-life entry into the minds of consumers, more than traditional types of market research. Jump To The Beat – Hotelsbycity.net Back in 2009, when user-generated social media campaigns were first getting popular, HotelsByCity.net launched an online campaign encouraging users to submit photos of themselves jumping on hotel beds was an instant internet hit and even got picked up by mainstream media. The premise was simple – go to a hotel; have someone take your picture as you jump mid-air onto the bed; post it to the website titled BedJump. (http://goo.gl/uINvTM) As the example above demonstrates, the hospitality industry is already using the CGM to market their product and establish an interactive relationship with their customers. The way of advertising and marketing of business and brands has changed significantly. Using CGM as one platform for advertising can proof to be a low cost method of sharing your business. The content though needs to be creative and worthy for customers to recommend and share with their friends. This UK website http://goo.gl/YEHucQ lists the SOCIAL MEDIA CAMPAIGNS: HALL OF FAME of 2010. • What system, which evaluates one or more biological traits, can be used in conjunction with a time and attendance system to eliminate buddy punching and unauthorized early-in and late-out time punches?
Personalization and consumer feedback has reached an all new level with companies employing Sentiment analysis. Now that we have spoken about all these companies using Sentiment analysis, start tweeting, Facebooking, blogging as hard as you can. Your post might just be the game changer in the industry.
Prendergast, G., Ko, D., & Siu Yin V., Y. (2010). Online word of mouth and consumer purchase intentions. International Journal Of Advertising, 29(5), 687-708
Internet Marketing News and Know-How. Hotel Marketing. 18 Feb. 2011. Web. 19 Apr. 2011. .
... that are used by large groups of people to share information and to develop social and professional contacts: Many businesses are utilizing social media to generate sales. Origin: 2000–05
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...
In marketing sector, social media tools impact hoteliers on making decision on marketing strategies. In fact, social media can provide vary of channels to promote and distribute hotels products and services (Rosman & Stuhura 2013). In a word, using social media as a marketing tool can bring many benefits like direct consumer communication and brand awareness, so that to generate revenue as a final
People read the reviews and feedbacks first and then decide whether the application will suit their tastes or not. Customer’s showcase their loyalty through giving feedback. Feedback is considered to be very crucial. As easy as building reputation on social media seems, it could also take just 140 characters on twitter to destroy a brand’s image
Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms
Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.
Technology has created a major impact on the way in which all organizations market their products and services. With the development of the internet, companies are now able to economically market themselves on a global level. Even smaller companies that were once not able to capture international business due to the cost factor can now do just that. The Washington Plaza Hotel is no exception. The hotel industry in DC relies heavily on tourism as a major part of its client base. Many of these tourists who visit the city are of foreign nationality. It is important that the Washington Plaza Hotel targets these people when marketing the company. Not only do they target the tourist but they also target the international business travelers that come to the city on business related trips. The hotel's website, which gives detailed information about the hotel's accommodations and services, can be accessed by potential customers all over the world. In addition, the Washington Plaza Hotel has teamed up with such web-based travel services like Orbitz, Expedia, Travelocity, Etc. in order to capture more of the global market. Before the existence of the internet, the global market was not easily reachable. Technology has the greatest affect on marketing for many organizations and certainly for the Washington Plaza Hotel as well as the hospitality industry itself.
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
Social media is used by different organizations to attract target customers and increase product purchase. Similarly, social media is used by destination marketing organizations to attract target tourists and boost tourism of specific destinations. Destinations are distinct geographic areas like countries and cities, they can also be defined as a collection for all the touristic products and services consumed by tourists (Buhalis 2000 as cited by Kavoura and Stavrianea, 2015).
Social media is a form of online communication channels devoted to society input, intercommunication, and cooperation. In social media, people can talk and interact without restriction, exchange and debate information with each other about their lives by using many different combinations of the words, personal multimedia, photos, and videos. Also, in social media, individulsa and groups can create, edit, comment on, and engage in personal conversations. There are numerous types of social media, for example, wikis, blogs, social network site, micro blogging services, and sites sharing media. At the beginning, social media was limited to a few networks sites, for instance, Bulletin Board System that allows people to communicate with each other and post a comment. Today, social media has transformed from ineffective sites to more useful and effective websites, for example, Facebook, and MySpace. Some companies are using social media to achieve their goals which is attracting more customers to company website. Three advantages of using social media in business are: raising brand consciousness, building customer relationships, and increasing performance measurements.
Businesses use the media to convince consumers to buy their products. Since the start of mass media, companies have used communication to broadcast to large numbers of people about their product (Shah). Companies spend a great amount of money to encourage people to buy their product, by winning them over (Shah). The media provides information, rates, and suggests new products and services such as movies, computers, restaurants, books, fashion items, and more (Rinallo and Basuroy). Back in the days where brands had to buy advertising or secure media placements are gone. Today it is becoming really hard to know the difference between the role of marketer and publisher. This gives the chance for companies to become satisfied conservators, making their own items on their websites for their businesses (“Media Influence”). More and more people are considering traditional advertisements as untrustworthy; in fact, 75% of people do not think traditional advertisements are true. Companies uses online advertisements to influence people to buy their product. People today are trying to make more informed buying choices, using all the information they can find online. A person’s online experience can influence them to shop at a particular store; in fact, 91% of people shop at stores because of reviews online (Peneycad). People spend a large amount of time researching products before they decide to buy them. 86% of people use search engines to research products. 62% of people who research products online buy products in the store. People who research services and products online are more likely to make a buying decision (Peneycad). 78% of people are influenced by post from companies on social media websites. 72% of people are trusting of online recommendations of products. Peneycad mentions,“This means 72% of people trust complete strangers just as [much] as people they know when it comes to making a purchase decision (Peneycad 2).
This Industry interacts with its customers through social media such as Facebook and Twitter (Digital Marketing, 2015). KFC has taken one step to connect to their customers by introducing ‘Wake Up to KFC’ to win vouchers (KFC Singapore, 2016), Popeyes introduced lucky draw of $1000 cash weekly on Christmas season (Popeyes Lousiana Kitchen , 2016).