lundi 23 janvier 2012
dimanche 15 janvier 2012
Reputation Management Seminar
SUMMARY :
1. What is the Reputation or e-reputation ?
2. How can we manage Reputation in Hospitality Industry ?
3. What is the profile of the person in charge of this function in a hotel ?
What are the Key Success Factors and how can we measure them ?
1. What is the Reputation or e-reputation ?
The reputation or e-reputation can be defined as the image conveyed and / or incurred by a company or brand on the Internet and other digital media. The e-reputation can also be applied to a product or service.
The e-reputation is the result, in terms of image, of contents which are produced and distributed by the company, but especially, that of contents produced by users on blogs, social networks, video exchange platforms, forums and other community spaces.
The contribution of e-reputation is increasingly important in the overall image and reputation of the company. For many industries, it becomes very essential element of the reputation and image.
The rise of e-reputation is reflected in the practices and functions of online reputation management (we’re going to see that point further)
2. How can we manage e-reputation ?
The online reputation management is the practice of managing the reputation of a company or brand on the Internet.
Managing e-reputation is normally a very broad and comprehensive approach that would normally be associated with quality management and quality customer relations.
Usually, the benefits of online reputation management typically include:
- A process monitoring and detection of opinions and comments about the brand
- A process of content analysis detected
- An approach to prevention and warning against the client brand / company
- An approach to influence pro-active
- Defensive actions or responses to crises or critical ....
3. What is the profile of a person in charge of this function ?
The Key Success Factors and how to measure them
This person needs to know perfectly all the networks and, more generally, social media marketing.
In addition, it must show a sense of creativity ever to organize events, "noise" around the hotel.
Finally, it must master most tools for measuring online reputation such as:
Basically, the conversion rate but also the semantic analysis, lookout (monitoring) of every social networks, blogs, Yahoo or Google Alerts, websites of opinions/comments (TripAdvisor for instance), setting up of an RSS Feed, obviously, in a multi languages systems (a bunch of sources)
Finally, this person must be able to analyze “qualitatively and quantitatively”, that is to say the numbers and distribution of information (type of comments, type of issuers, analysis of “the tone” of the verbatims, etc ...) and give the results as a graph or a mapping and propose corrective or bonus actions.
To measure the success, it has to associate the tools that the Hotel (by him) uses and the events which are organized and, with the conversion rate, for example, we can know how visitors are changed in customers (about 1% usually)
To be perfect, it must not only use new technologies (such as augmented reality) but also create or find with companies specialized, tools more original and attractive for image of the hotel.
This person could be a reputation manager or a community manager and, as you have understood, this job is not only to monitor, influence, control and defend the reputation of a brand or company on the Internet, other channels or media dimension.
The function of reputation manager also includes an element of monitoring and analysis and a more active role of communicating by speaking or by responses to criticism or praise expressed with regard to the brand and organization of “events”, or the Buzz!
1. What is the Reputation or e-reputation ?
2. How can we manage Reputation in Hospitality Industry ?
3. What is the profile of the person in charge of this function in a hotel ?
What are the Key Success Factors and how can we measure them ?
1. What is the Reputation or e-reputation ?
The reputation or e-reputation can be defined as the image conveyed and / or incurred by a company or brand on the Internet and other digital media. The e-reputation can also be applied to a product or service.
The e-reputation is the result, in terms of image, of contents which are produced and distributed by the company, but especially, that of contents produced by users on blogs, social networks, video exchange platforms, forums and other community spaces.
The contribution of e-reputation is increasingly important in the overall image and reputation of the company. For many industries, it becomes very essential element of the reputation and image.
The rise of e-reputation is reflected in the practices and functions of online reputation management (we’re going to see that point further)
2. How can we manage e-reputation ?
The online reputation management is the practice of managing the reputation of a company or brand on the Internet.
Managing e-reputation is normally a very broad and comprehensive approach that would normally be associated with quality management and quality customer relations.
Usually, the benefits of online reputation management typically include:
- A process monitoring and detection of opinions and comments about the brand
- A process of content analysis detected
- An approach to prevention and warning against the client brand / company
- An approach to influence pro-active
- Defensive actions or responses to crises or critical ....
3. What is the profile of a person in charge of this function ?
The Key Success Factors and how to measure them
This person needs to know perfectly all the networks and, more generally, social media marketing.
In addition, it must show a sense of creativity ever to organize events, "noise" around the hotel.
Finally, it must master most tools for measuring online reputation such as:
Basically, the conversion rate but also the semantic analysis, lookout (monitoring) of every social networks, blogs, Yahoo or Google Alerts, websites of opinions/comments (TripAdvisor for instance), setting up of an RSS Feed, obviously, in a multi languages systems (a bunch of sources)
Finally, this person must be able to analyze “qualitatively and quantitatively”, that is to say the numbers and distribution of information (type of comments, type of issuers, analysis of “the tone” of the verbatims, etc ...) and give the results as a graph or a mapping and propose corrective or bonus actions.
To measure the success, it has to associate the tools that the Hotel (by him) uses and the events which are organized and, with the conversion rate, for example, we can know how visitors are changed in customers (about 1% usually)
To be perfect, it must not only use new technologies (such as augmented reality) but also create or find with companies specialized, tools more original and attractive for image of the hotel.
This person could be a reputation manager or a community manager and, as you have understood, this job is not only to monitor, influence, control and defend the reputation of a brand or company on the Internet, other channels or media dimension.
The function of reputation manager also includes an element of monitoring and analysis and a more active role of communicating by speaking or by responses to criticism or praise expressed with regard to the brand and organization of “events”, or the Buzz!
mercredi 11 janvier 2012
LUXURY BRANDS IQ: John VARVATOS
The Brand John Varvatos a has develop on Facebook an account which permit them to engage potential customers, through social content.
So, for a confidential brand, there are about 84 000 likers on FB, who can follow the news, videos and the events:
http://www.facebook.com/johnvarvatos
There is, as well, several links, like activites of your friends, youtube, join us to increase the relationships, the interactivity between the brand and the followers (future customers?)
So, for a confidential brand, there are about 84 000 likers on FB, who can follow the news, videos and the events:
http://www.facebook.com/johnvarvatos
There is, as well, several links, like activites of your friends, youtube, join us to increase the relationships, the interactivity between the brand and the followers (future customers?)
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