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Second screen experiences in the hospitality industry

Here is a quick presentation of the second screen concept applied to the hospitality industry. 


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Reputation Management Seminar

Reputation Management Job Description

Job description:

The Reputation Management Director is here to prevent the damage or loss of control that could suffer the company. He or she has the responsibility to oversee a team of online search engine management consultants who manipulate search results to overwhelm negative slanderous content. The aim is to ensure that only positive comments appear about a person, brand or company on the first pages of search engine result.

Skills of a reputation manager:

·      First, he serves as the sensor of social change.  He detects news that can be potentially armful to the enterprise; he then interprets that news for the management team.

·      He must be objective and analytical in order to understand the situation as a whole and get useful information to deal with it.

·      A reputation manager has to be “on the company side”. It may sound silly but every action he makes have to be for the good of the company and not necessarily for the good of the top executives. It is a sort of corporate conscience.

·      This person has to be communicative. Not only outside of the company but also inside especially in huge companies. When the company has a bad reputation among the employees it only results in bad quality work.

·      This person has to be able to monitor corporate policies and programs to make sure that they match public expectations.

·      The person must have an excellent knowledge in search engine optimization as applied in search result manipulation.

·      Finally he has to be multitask.

Job specifications:

These skills actually differ from typical management skills simply because a reputation manager does not simply manage internal problem. A typical manager usually focuses on managing team problems whereas a reputation manager has to fix external problem. Moreover, a typical manager usually cares for day-to-day problems whereas a reputation manager has to forecast potential problem and nearly solve them before they occur. Therefore, reputation manager skills have to be focused toward future and the outside of the company whereas a typical manager focuses more on internal and present problems.

Since the biggest part of the job is about being able to build a strong reputation for the company, it is essential that the candidate get a deep knowledge of the social medias that are available. The candidate will have to use these medias in order to reach a greater audience. Social media management will also be essential in order to get reliable information very quickly. Twitter and Facebook are the biggest one, the ones where you will be able to reach most of your audience and also where you will be able to get most information. But they are not the only ones, the candidate will have to identify which other social medias are important for the company is working for and work on them.  Finally, once the basis of the reputation management will be set up, the candidate will have to look for new social media coming up on the web in order to see if they could fit to his/her company.

Ways of measuring the return:

            A very simple way to measure the efficiency of the reputation management campaign is simply to look at the client’s reviews. Let’s take the example of a hotel. An effective reputation management campaign should generate mostly positive comments on review sites. Indexes like the global review index offered by ReviewPro are able to measure guest satisfaction across more than 80 online travel agencies and review websites. Indexes like this allows companies to get a more accurate knowledge of their reputation in their field. Being only limited to review sites is dangerous in a sense that they it is difficult to trust all of them (companies offer to create bad comments for money). Therefore, a mix of social media, guest satisfaction surveys, review indexes and review sites are all the tools that the candidate should use to monitor the efficiency of his/her campaign. 

Ralph Lauren's digital strategy

Ralph Lauren's overall strategy has changed dramatically for the past 10 years. Not so long ago it used to be an old fashioned brand deeply rooted to its history and to its creator. The brand was hard to embrace and very exclusive.

But today, everything has changed. The new collections are bright and colorful and much more accessible to younger people. Therefore, the overall marketing strategy of the brand had to change. This change is really relevant when you go on their website. Today, the history of Ralph Laurent is no longer highlighted. The products are show on the first page with big, colorful pictures. The website does not use flash animations which is a critical point in today's smartphone world.

The brand is therefore trying to reach a greater audience and of course a much younger one. That is why they have got a Facebook page that is daily updated (last update 19 hours ago). This Facebook page has more than 4 millions fans and gets new likes each day. This page is used to convey promotional messages, present new products and promote their magazine.

This magazine is dedicated to lifestyle, art, philanthropy, sport... Actually everything that defines the Ralph Lauren brand. With that magazine, the brand intends to gather its clients around a way of life that suits all of them. This magazine is readable online and from the mobile app.

The mobile app was first created to offer information on products displayed in the shop. Today, this is another part of the digital marketing campaign of Ralph Lauren. It helps the brand to reach young potential customers that are smartphone users. 

To sum up, the digital strategy of Ralph Laurent is:

Communicate the dream of the luxury brand

Be a cultural tastemaker

Talk to younger luxury customers

The Availpro system

From our point of view, we really think that Availpro has the capacity to offer all tools that a hotel need to compete in a digital market place. Plus, this system offers an excellent value for money since there's no fees to pay for hotels. This allows independent hotels with low budget to be able to stay competitive against other big chains.

Moreover, after we have checked some Facebook pages and mobile app, we are really convinced that Availpro is offering is all-in-one system that could bring lot of business to any type of accommodations.

The Gift-it app!

A great app idea for christmas!