Grade scale for Final Assignment from Think Tank

Your final post is due 27/04 - no class is scheduled - just your online work.

The final post is 30% of your grade - here are the guidelines:

1. The post is an essay on what you have realized from the Think Tank topics

****NOT what was said - what insights you have gained

2. Text link 2 new references that support what you have learned - articles, videos, websites - all ok

3. Also note in your post - which session had the greatest impact on you + why

4. tag your post DDiH

Bonus points:

+ 5% if you use 2 additional social medial to 'publish' your posts - tagged DDiH

+10% if you use 3 additional social media - tagged DDiH + cross linked

Questions - comments - ideas - just let me know.

10 Travel SEO Actions

Applies to hotel sites as well - which ones did we cover in class?

Free YouTube Biz Cards from MOO

A very cool idea - do you have your own YouTube channel??

Stimulate Search - A Case Study

Short discussion - using online news releases to stimulate strategic searches + social sharing.

Case Study PPT download

Dorchester Group Spring Emailing

View the presentation here... what do you think? Post a note in the comments.

Today's Concept - Crowdsourcing 13/04

Class exercise outcome -

How can crowdsourcing be effectively used in the hospitality industry?

The most innovative, actionable ideas will get a prize at the Think Tank.

Is crowdsourcing a valuable business tool? or just a Flashmob?

http://www.mob4hire.com/

http://www.elance.com/

http://www.crowdspring.com/

Take a look at a crowdsource contest sponsored by Starbuck's

Jumpstart Thinking

Presented at Cannes Masters of Marketing - Cannes

Class Work - 08/04

Now that you are all SEO experts...we will move onto SMO

Let's take a look at the Master Map from the first session - this will put SMO in context of overall online efforts.

Today's in-class exercise is an extension of last week's - design a measureable SMO campaign for your selected hotel.

1. Go through the steps in this article

2. Review your work from last weel + update it with better SOM tactics

3. Detail the measurements for each phase of your SOM - do NOT just use 'bookings' as the measurement

4. What is the relationship between followers and influencers?

Post online.

Final Assignment - Post by 27/04

Instead of the ususal final exam or final presentation...there will be a final post due on 27/04.

You must attend the Think Tank on either April 23 or 24 and the final post needs to examine one of the four topics being discussed.

Questions about the topics can be found here - each one set up as a separate forum.

1. Luxury reframed

2. Reviews and Revenue

3. Augmented Reality + location based services

4. Mobile outlook

Your final post criteria:

• YOUR in-depth examination of the topic - with a concrete, actionable conclusion
• Commentary on the perspectives presented
• 2 text links to articles/Slideshares/videos supporting your conclusion
• A link in the Think Tank forum to your final blog post - topic specific.

The final post will be 30% of your grade - if there is a problem to attend one day of the Think Tank, please let me know by 14/04. The one day attendance at the Think Tank replaces the last class on 27/04.

http://ping.fm/jvdyy

Required Reading - Switch to Twitter

For the next classes, create your blog posts from Tweets - stop using the industry news sites.

You will need a Twitter reader - there are many choices, but I prefer these two:

Twhirl

TweetDeck

Your blog post should include the Tweet link - example http://www.bit.ly/9FUJvS

Then you post your comments.

Due date - Post - 3 days before next class

Cross Comment on someone's post - 1 day before next class

What NOT to do for SEO

This is a link farm - no content. A site listed here runs the risk of being banned by Google.

A rather bizarre app - ChatRoulette - I don't rercommend it but Travelocity is using it.

April 1 Hoax??

The Google techno followers are not buzzing about this...so maybe a hoax of a hoax??

What do you think?

01/04 Today's class exercise

Hotels And Social Media

View more presentations from Bryce Maddock.

Thank you to the 7 people that Pinged - everyone else, please do it today in class + show me your Ping.

Today you will do some online research and see how well hotels + hotel groups are using social networks to engage their guests.

You may work in groups of 2 or 3 - each person doing a different part of the research.

1. Find a hotel or hotel group you'd like to analyze
2. On their site and in various digital touchpoints, determine what SN they are using
3. Evaluate how effectively each touchpoint is being used.
4. Be sure to include the 'quality' of the message - does it add value for the user...or just a sell tactic
5. Conclusion - what are the areas of opportunity for hoteliers

To frame your analysis of social networks benefits:

>>>look at the matrix on this experts blog - here.

>>>Take notice of how many SN tools he is using to communicate.

A member of the Web Strategy community translated it into FR + made a Slideshare - why?

Please be ready to share your work in 1 hour.

April 1

Class Exercise - 30/03 + Task for 01/04

Today's online research:

1. Choose a hotel + research all the digital touchpoints where the hotel is visible

>>not 3rd party touchpoints - just hotel branded touchpoints

2. Create an 'eco-system' map of their web presence

3. Evaluate - is the hotel using each touchpoint well - engaging not pushing a message

For 01/04 - no joke

1. Do a post to your blog from Ping.FM

2. Show me your post - is it from your phone or your Gmail iGoogle?

For 01/04 - fun task

Imagine what services that Bing should offer in order to be more popular than Google. Prepare an idea to show off in class.

Ping test from iGoogle

Some background reading for our next session

Well, you have had a nice break from online marketing class...now time to get back into the topic.

This semester is focused on generating direct bookings - the opposite of last semester's online distribution course.

To get ready for our session on Tuesday, please research definitions:

- SEO - search engine optimization

- SEM - search engine marketing

- Geo Search Marketing

- Location Based Services

Be sure you understand the differences between them - there WILL be a quiz.

English or French, either way is OK.

An SEO Glossary

Hotel Websites - Tired vs Wired

From O'Rourke Hospitality ... with a great blog

>>>Are the websites that you analyized 'old world' or 'new world' ???

A Typical Hotel Website Today:

• designed to promote hotel with emphasis on beautiful photos
• difficult to navigate, too many options, user gets lost
• static, no fresh content supplied
• designed from a template
• no links to social media sites such as Twitter or Facebook
• no blog
• no video
• no division between types of travelers (i.e. leisure, business)
• no calls-to-action
• no incentive for user to supply e-mail
• no reason for user to visit your site again
• no personal profiling
• no personal communication with guest
• no reviews
• not optimized for the search engines
• no analytics in place

A Modern Hotel Website for 2010

• designed for the user with emphasis on supplying the information they need

• easy to navigate with no clutter
• dynamic with continually updated content
• created on a content management system that allows hotel to edit content themselves
• links to Twitter and Facebook (or place Twitter stream directly on site)
• a blog to supply useful content to users and help SEO efforts
• videos of hotel and city – videos should be authentic and not glitzy ads
• information should be organized by type of traveler and answer specific questions
• calls-to-action should lead user through the sales funnel
• offer an incentive for users to supply their e-mail (i.e. a downloadable city guide)
• give users a reason to re-visit your site (i.e. ski conditions if your hotel is in the mountains)
• maintain a database of your clients and learn their preferences. This allows for more targeted email campaigns, and a better guest experience at your hotel
• communicate with your guest before, during, and after their stay through email or Twitter
• request reviews from your guests and post them on your website
• make sure your website is optimized for the search engines
• install analytics which will allow you to track user behaviour

iSommelier ???

Tabletop touchscreen at Adour Wine Bar - view

Clo Wine Bar in NYC

Hotel Direct Bookings - For Class 17/02

In the previous semester, we looked at 3 party online distribution...essentially reseller opportunities.

This semester, we will examine hotel direct booking ... the most profitable channel. In keeping with the 'customer in charge' concept, let's review this HEDNA presentation - Travel 2.0

Most effective Hotel Websites are:

• Easy to find
• Easy to use
• Easy to book

Exercise - compare 2 hotel direct websites - Post due Monday 15/02 by 9 PM

1. Choose 2 non-chain hotels - search online, as if you were a guest looking to book

• by brand name
• by location and type of hotel

2. What easy was it to find the hotel's own website? How did it rank in Google search results?

• List the 3rd party sites that had more visible results, using the brand
• List other 'competiting' hotels were ahead of your hotel in search results

3. How easy was the site to use

• Assess - ease of access to 'decision' information
• Guestroom details
• Ammenities - facilities
• Location
• Pricing

4. Click through to the booking engine

• Which booking engine (look at the URL)
• Assess - appeal - 'sell' the hotel
• Pricing, product and conditions clear

5. Conclusion - Which hotel is doing a better direct sell effort? How do you know?

Brand of You - Due Thursday 04/2

As covered in our session last week, I'll be looking at each of your blogs to see the setup of your "professional reputation center".

Be sure to include:

1. NetVibes in your blog roll - selected resources in the Netvibes, not just default weather, etc.

2. Your 'center' - Linked In or whatever the starting point is

3. Your best Slideshares embeded to text linked within your 'center' - this can be a screenshot

4. Twitter account set up - and at least 1 tweet.

5. Screenshot of your ACTIVE Twitter reader - I use Tweetdeck, but you choose your own

6. Screenshot of your ACTIVE Google Alerts

Bonus - links to any:

-Flickr photo shows (not family, cat, vacation stuff)

-Your book reviews

-Reading lists

-List of favorite hotel sites

All of this is in addition to your weekly reading recap + cross post.

You may choose from any professionally oriented online media - JDN is always a good bet.

See you on the 11th.

Today's Conversation - RM

Reputation Management - How to be prepared for jobs that do not exist right now.

1. Set up a specific Gmail - for newsletters, Google Alerts and collecting information

2. Use the same Gmail to set up a Twitter account

3. On Twitter follow a select few experts + hotel companies - see how they use Twitter

4. To follow, use a Twitter reader - I use Tweetdeck

5. Use Slideshare for briefs on the latest

6. Use Google image search to find PPTs on topics

7. Take free webinars

8. 'Surround' yourself - to be come known for your expertise

9. Keep a 'note block' - use your portable to post notes

10. Be curious - don't just follow hospitality - follow industry leaders.

Design thinking - learn how to imagine solutions

Final Exam - Hotels for Online Distribution Plan

Final Exam Question - Create Online Distribution Plan for your assigned Hotel.

Hotel 1 - Hoxton Hotel

Hotel 2 - Royalton Hotel NYC

Hotel 3 - Casa Camper Berlin

Hotel 4 - Hotel Jules Paris

Thank you for your candid comments and insights.

Final - Personal Learning Assessment Click here to take survey

Course Evaluation Click here to take survey

Final Exam Jan 21 + Assignments for Class Jan 28

As discussed Last week, the Final Exam for this semester. is Jan 21. In class today, we'll cover the topics you will need to be familar with for the exam.

The exam is 'open book' - open computer - NO TEXT messaging allowed.

You need to understand the concepts + customer acquisition strategies behind key channels:

• OTAs
• Hotel portals
• Regional portals
• Specialty sites
• Community sites
• Meta data - aggegator sites
• Review sites
• Last minute, Last Moment sites

Concepts that you must be familiar with are in the following articles:

OTA - hotel relationships

Aggregator sites in Travel

PPC and Distribution

Decision Criteria for selecting channels - which we will discuss today.

Jan 28 - The Brand of You - Online Reputation Development.

The pre-class assignment and In Class exercise will be 10% of your grade.

Jing Presentation - sample

This is a presentation from the previous MBA course. The student did an excellent job of her presentation.

Does your look similar? If not, a bit more practice!!

Exercise for Class 14/01 - Post Due 11/1

To prepare for class discussion, you will need to research and analyze 'aggregator' travel sites, also known as Meta-search sites.

Kayak is an example of an aggregator site. Use Jing to create your presentation.

Advice - do NOT leave creating the presentation until the last minute, as Jing will take some time to get used to.

Your presentation should include:

1. a definition of an aggregator travel site - link to the source, in your blog

2. compare 2 aggregator sites - you cannot use Kayak

-who is the target audience

-what are the benefits of using an aggregator site

-which booking sites do the aggregator sites search

-what partners are in the 2 sites you have chosen

3. How do travel experts feel about meta search travel sites - what info has been published? Link to source, in your blog

4. What is YOUR perspective on the contribution of meta search sites to the travel experience.

Reading Assignment for Class 14/01

As usual, a brief review on an article of your choice is due on Jan 11. The cross comments are due on Jan 13.

In addition, please read this Harvard Business Review article - linked here. A blog post on this article is also due on Jan 11.

Your post should include YOUR perspective on:

• what skills are needed for contemporary career success
• how are those skills different from past requirements
• how will you learn those skills
• what is the relationship between 'formal assignments' and 'connector skills'

Here is an excerpt on the NEW NATURE of career success.

This changes the nature of career success. It is not enough to be technically adept or even to be interpersonally pleasant. Power goes to the "connectors": those people who actively seek relationships and then serve as bridges between and among groups. Their personal contacts are often as important as their formal assignment. In essence, "She who has the best network wins."

Today

In Class Exercise 07/01 - Twitter for Hotel Bookings

While I am looking at your online collaboration from the Community exercise...get started on Twitter.

This exercise should take 45 minutes.

As a group of 3, review Twitter and some booking sites - prepare to brief the class:

1. What is Twitter? How does it work? How does it relate to your blog? Facebook?

2. Inogo uses Twitter - how? Who does it reach? How does a hotel get distributed on Inogo?

3. Articles advise consumers on cutting travel costs. How does Twitter fit in?

4. How does Jet Blue use Twitter? Find a hotel group uses it the same way.

5. How does Hyatt Hotels use Twitter? How does it differ from Jet Blue.

State your group's conclusion on the pros + cons of Twitter asd an enterprise tool. Post in your blogs.

Flash Mobs, Twitter + Twitter Booking Sites

Some online tools created for fun-communication are now being used for business puirposes...Twitter is a key example. Video brief.

This is a Flash Mob - assembled by SMS and Twitter