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25 de julio de 2011

The Most Powerful Secret In Facebook Ads

Yesterday we discussed the trick to growing a Facebook fan base — to place the like button everywhere, get folks to like everything, as treat your fan base like an email list. Now that you have the initial set of fans, here’s where the fun begins.

Facebook has 3 types of connection targeting: users who are fans, users who aren’t fans, and friends of fans. It’s this last option that is amazing– so awesome that I’m afraid public mention of it may cause Facebook to remove it. And that’s why we keep testing, plus don’t reveal all our tips, but I digress.
Let’s consider a poker site– the National League of Poker. When we target only fans of the page, Facebook gives us an audience of 2,060 people:
NLOP Direct Screenshot
The actual fan count is 2,894, but that’s because Facebook’s estimate are delayed and we’re automatically filtering by US 18+. By using the first connection targeting option, we can continue to nurture those folks who have become fans. As a marketer, you know that you want to say something different to folks who already know you versus those who don’t, right? So why is it that Facebook advertisers treat everyone the same? When you use the first connection option, you’re trying to move people from the interest stage to either desire or action. You should not be trying to generate awareness with these folks who are already fans. Note that how our messaging is quite different than “Learn how to play poker!”
If you already are a fan of the page, the like button won’t show up, by the way. It will just say “You like this ad/page”– and if you have other friends who like it, they’ll show up, too. Sometimes the unlike button shows- not sure what governs when it shows. There are so few advertisers that are sending traffic to Facebook pages and also using connection targeting that it’s hard to tell.
Finally, this is what you’ve been waiting for. The average Facebook user has 130 friends. So the 2,060 fans allow us to reach 304,800 people.
NLOP Friend Of Friend Screenshot
This particular example works out to 148 friends per fan. The larger the base, the smaller the number of friends per user. It’s partly that your initial users are more likely to be early adopters and have more fans in general. But it’s also that the more fans you have, the greater the chance of overlap between them, such that the unduplicated audience decreases. When you have over 500,000 fans, then your factor of reach vs fans may be only low double digits. While decreased reach may appear bad, this is actually VERY good, since it means that each time you show the ad, it’s showing MULTIPLE people below providing endorsements. Awesomeness on Facebook = maximizing PEER PRESSURE!
Consider an ad for a pizza restaurant that says they have the best pizza in town. Yawn. That’s what 99% of advertising is about– in fact, pretty much all advertising outside of Facebook is like this– we just tune it out. Now imagine the same ad, but below it, your friend says they like it. Might you trust the claim a bit more– perhaps even be more likely to drop in and order pizza the next time you drive by the place?
How do you think this may affect the CTR as well as the conversion rates?
What if we could say this to 304,800 people– showing each of them an ad that had their particular friend’s endorsement below it?
What if you got clever with your ad copy to make outrageous claims?
NLOP Chicken Icon
By the way, these are fake examples– you’ll have to see what you can get by Facebook’s ad review team. The winning psychology: if you’re doing retargeting (remarketing) on Google, then you can use similar ads in your direct fan and friends of fans (FOF) targeting. For example, if someone has abandoned their shopping cart, you can say “Hey, why didn’t you buy? Here’s 10% off now to make it worth your while!” And you can put a retargeting pixel on your Facebook page, but that’s something to discuss in a post by itself.
Now consider the reach you have when you multiply your fan base by 150 and hit each of those folks with ads that have endorsements attached. The Las Vegas metro has 606,460 people on Facebook.
Facebook Las Vegas Targeting Screenshot
UNLV has 14,151 fans of our page of their 3 Las Vegas stadiums. We can cover over 50% of Las Vegas Facebook users with an endorsed ad. Consider if you’re a dentist in a suburb of 100,000 people. You need only a fan base of 500 people to effectively dominate your town with endorsed (FOF) ads– to have more than 50% coverage of a geo-graphic area.
Now before you go crazy with FOF targeting, consider when it works and when it doesn’t:
  • B2B: Nearly a complete FAIL. Why? When you do FOF targeting for an electronics manufacturer targeting design engineers, you end up targeting that design engineer’s family and friends who are decidedly NOT interested in the latest data sheets on your 16 bit transformer assemblies. For B2B, use workplace and interest targeting to hit their place of employment and title.
  • Consumer products and entertainment: ABSOLUTELY! Targeting the friends of of your fans is highly likely to result in something interesting to them. Ask yourself what percentage of a user’s fans will be interested in their endorsement of a new movie, their favorite brand of soap, or whatever.
  • Local: This is the goldmine of Facebook ads. People’s Facebook friends tend to be people they see and interact with in real-life. There is a high likelihood that you can leverage that fan’s recommendation broadly across their friend base. You can make it even better by adding a geographic and age filter, so you’re not showing ads to old college alumni or children, depending on what your business does. BlitzLocal has asserted that Facebook is the sleeping giant of local, because of the wealth of trusted information available and effectiveness of targeting. We don’t believe this will replace Google, but rather, augment it.
By the way, users who are being hit with this targeting aren’t aware that the advertiser is doing so– unless you are as blatant as the example I’ve provided. The ad itself doesn’t show what targeting criteria was used to match them to the ad. Note to Facebook: this would be a cool feature– and it would assuage many of the privacy concerns, where users are afraid that anything they have on their profile or interactions on Facebook is fair game for ad targeting.
There is a third targeting option, which is to exclude folks who are fans. Negation targeting matters only when your fan base is large enough that you risk showing awareness ads to folks who are fans.
Few people realize that Facebook plays at all points in the conversion funnel– they simplistically believe that Facebook is just display advertising with social elements, and that Google is for conversion. It’s true that Google is primarily demand harvesting and that Facebook is more towards demand generation.
Facebook Ads Funnel
(image courtesy of Facebook)
More accurately, because you can target whether people are totally new to you, are connected to someone who does know you, or knows you– that lets you separate out your messaging and conversion paths. Most marketers are familiar with the AIDA funnel (Awareness, Interest, Desire, Action). And you can see how clearly Facebook’s ad system allows you to hit people at each of these points.
Blitz Local Facebook Ad Funnel
Advertisers inherently understand that word of mouth has been the most powerful marketing vehicle– previously unmeasurable. These ad options on Facebook, which we’ve only superficially covered here, allow not only for the measurement of word of mouth, but the aggressive amplification of it. Social media is inherently about leveraging trust to promote your business.
Was it Mark Twain who said something like “The key to success is to be genuine…. Fake that and you have it made!” Seriously, when you have a solid brand, you get an amazing boost from advertising on Facebook– the investment you’ve made in your brand means that users are already aware of who you are, are more likely to like your page, and are more willing to endorse you– whether they know it or not.
In our next article, we’ll discuss the next phase of your Facebook campaigns– how to manage your pages effectively such that you build upon the principles we’ve discussed so far. What if your company has multiple brands and multiple products in multiple countries. Do you create one page for each combination of country, product, artist, and language? Maybe have one page per country and then separate tabs for each product, so local fans can interact? Or maybe one page per product with tabs by country? The answer is none of the above and we’ll explain why.

Dennis Yu is Chief Executive Officer of BlitzLocal, a firm specializing in the intersection of Facebook and local advertising. Mr. Yu has been featured in National Public Radio, TechCrunch, Entrepreneur Magazine, CBS Evening News, and other venues. He is an internationally sought after speaker and 
author on all things Facebook. BlitzLocal serves both national brands and local service businesses.

Editor: Alex Rojas writes articles related with technology, social media and marketing. Sponsored by Costa Rica Hotels, Motor de reservas en linea and Travel to Costa Rica

21 de julio de 2011

Hotel Marketing Ideas for 2011

As has become my tradition at the end of each year and beginning of a new one, here’s my summary of 111 marketing ideas to consider as we enter 2011.

Planning & strategy

Social Media



  • Create a mobile-friendly website to avoid platform issues
  • Know that 81% (to 19%) prefer mobile websites to mobile apps for researching products and prices (eMarketer 2010 survey)
  • Make sure you don’t run a mobile ad, and then send traffic to a page on your site that’s not mobile-friendly
  • Use QR codes to bridge the online/offline gap (Example from Tailor Made Hotel)
  • 4 important things to do with mobile for customers: learn, recognize, reward and personalize
  • You’re not going to succeed in mobile on your first try. Experiment now – learn by doing.
  • A big opportunity for mobile is rewarding loyalty.
  • Look at TopGuest
  • Creating great mobile experiences requires you to get out in the world and interact with your environment. Don’t design in a cubicle.

Reputation Management

  • Tracking online reputation should not just be aggregating reviews. Use a tool that gives you insight into trends and patterns.
  • I recommend you start using ReviewPro (Why I am)
  • Begin tying online reputation to your staff bonuses
  • Know that 86% of consumers are using reviews as a deciding factor in their purchasing decision
  • An unhappy customer used to tell 3 people, now they tell 3 million. This highlights the importance of quickly catching and resolving issues.
  • On the brighter side, the majority – two-thirds, actually – of online reviews are positive [research from Keller Fay Group]
  • Increase customer confidence by monitoring, collecting, and re-publishing positive reviews
  • Monitoring for online mentions sometimes provides you with some great promotional material
  • Write better post-stay “thank you” emails to encourage online reviews
  • Get creative in how you ask for reviews. Like a banner on your WiFi network login page.
  • “It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that you will do things differently.” – Warren Buffett




Amenities & Technology

  • A poor hotel Wi-Fi experience influences 36 percent of business travelers on whether they re-book that specific hotel in the future [more research on hotel WiFi]
  • iPads are the #1 most-wanted tech amenity guests want from a hotel [USA Today poll]
  • Consider virtual meeting technology as a way to profit from lower business travel volume

Press & Media

Measurement & Analytics

Source: http://www.hotelmarketingstrategies.com/hotel-marketing-ideas-for-2011/

Editor: Alex Rojas writes articles related with technology, social media and marketing. Sponsored by Costa Rica Hotels, Motor de reservas en linea and Travel to Costa Rica     

19 de julio de 2011

Acortador de direcciones específico para las páginas de Google

El gigante de internet Google ha lanzado el acortador de URLs (direcciones de internet) g.co, para reducir el número de caracteres de los enlaces a las webs y servicios de la compañía bajo la premisa de que "más grande no es siempre sinónimo de mejor", ha informado en su blog.
Con este servicio Google quiere acabar con la picardía de los ciberdelincuentes, que en ocasiones emplean los acortadores de direcciones para camuflar páginas maliciosas: g.co garantizará a los usuarios que están accediendo a links oficiales.
Los acortadores de URLs son útiles para publicar enlaces en páginas a webs como Twitter (que solo permite mensajes de un máximo de 140 caracteres) o el propio Google+.

Editor: Cristian Segura writes articles related with technology, social media and marketing. Sponsored by Costa Rica Hotels, Motor de reservas en lineaandTravel to Costa Rica

15 de julio de 2011

Windows XP tiene los días contados

Windows XP tiene los días contados, exactamente 1.000. Microsoft ha anunciado que ha decidido retirar definitivamente el sistema operativo del mercado, y a partir del 8 de abril de 2014 los parches de seguridad y las revisiones de todas las versiones de Windows XP no estarán disponibles.

Según ha informado un miembro de la compañía, Stephen L. Rose en elblog oficial Windows Team Blog, Microsoft ha tomado esta medida, pese al éxito que ha supuesto esta versión del sistema operativo de Windows, principalmente porque ya exite una versión mejor que Windows XP y porque es necesario "seguir adelante".

La retirada de los parches y las revisiones supondrá que los ordenadores que funcionen con Windows XP "serán vulnerables a las amenazas de seguridad". Además, muchos proveedores de software de terceros no tienen planes de extender el soporte para sus aplicaciones que se ejecutan en Windows XP, lo que aumenta los riesgos de seguridad.

Sin embargo, desde Microsoft destacan que la parte positiva de todo esto es la alternativa que ya existe para Windows XP, Windows 7. "Llevar este cambio hacia delante es más fácil que nunca con una serie de herramientas para ayudarle en cada paso del camino. De hecho, algunas de las empresas más importantes del mundo ya se han trasladado a Windows 7", aseguran Rose en el blog oficial.

Editor: Cristian Segura writes articles related with technology, social media and marketing. Sponsored by Costa Rica Hotels, Motor de reservas en lineaandTravel to Costa Rica

12 de julio de 2011

The reliability of user–generated hotel reviews

If online review sites were both unreliable and mistrusted, they would quickly become irrelevant. Even if online review sites were trusted by consumers but were significantly unreliable, they would not provide any value to customers and would quickly lose their audience. A new study shows now that neither is the case.

As online reviews have grown in popularity, attacks regarding their authenticity and trustworthiness have increased. TripAdvisor, the leading online review site for hotels, has been criticized for allowing reviews to be posted by anyone about any hotel, without needing supporting evidence. In an attempt to evaluate the legitimacy of these concerns, we compared results from TripAdvisor reviews with the Market Metrix Hospitality Index (MMHI), a well known hotel customer satisfaction panel in operation since 2001. Customer evaluations for 67 hotels were directly compared using TripAdvisor and MMHI data for 12 months. The results indicated that these sources provide consistent results by property although more variability was identified in the TripAdvisor reviews. This study should help address questions raised about the credibility of user–generated reviews and review sites.

Several years ago TripAdvisor partnered with Market Metrix to create a customer satisfaction scoreboard designed for the needs of hotel managers. The key metric used is the Customer Satisfaction Index (CSI), which is a new score that rates each TripAdvisor review from 0–100 based on 7 questions from the TripAdvisor survey. The CSI score makes it easy to compare results to local benchmark sets and determine which reviews require immediate action. Different from TripAdvisor's Popularity Index, the CSI score allows reviews to be compared to any competitors and trended over time. A satisfaction scoreboard for each hotel is displayed on the property's hotel manager page on TripAdvisor.com. For this research study the CSI score was the metric used for TripAdvisor Reviews.

The hotels used in this comparison were selected on the basis of their location, brand and type to achieve a diverse mix. Each hotel also must have received a sufficient number of responses. Statistical analysis was conducted to compare the similarity of scores for each hotel, the distribution of the data, and the change in scores.

The most significant conclusion of this study is that the mean scores of hotels track very consistently and closely between TripAdvisor (CSI) and MMHI. This indicates that, when taken as a whole, the reviews for a particular hotel are a reliable measure of average customer satisfaction of that hotel, given adequate sample size. However, the variability of scores was found to be slightly greater among TripAdvisor hotels. TripAdvisor reviews were more spread out with more high scores and more low scores. While some persons may appreciate reading a wider range of reviews about a hotel, extreme observations may be distracting or even distort consumer perception.

Why would TripAdvisor CSI Scores have higher variance than MMHI? Differences in survey methodology (number of questions, scoring, and sample selection) all play a role in differences in variance between these two sources. The fact that TripAdvisor surveys come from customers who are not part of a sample–controlled panel but are motivated by many different experiential and psychographic factors could be a source of variance. For example, it is logical that individuals who have had either an exceptionally good or bad experience would be more inclined to post a review, but individuals across the satisfaction scale would likely participate in a sample–controlled panel study. This would lead to higher variance among TripAdvisor reviews.

If online review sites were both unreliable and mistrusted, they would quickly become irrelevant. Even if online review sites were trusted by consumers but were significantly unreliable, they would not provide any value to customers and would quickly lose their audience. Our findings show that neither is the case. Review sites are gaining in popularity as customers are clamoring for more peer–to–peer support.

Consumers, in general, trust established review sites. And at least TripAdvisor, based on this study, is a reliable source for obtaining customer satisfaction information of a given hotel. Therefore, UGC will increasingly reduce the impact of traditional marketing and sales efforts and add value to strategies that will increase the customer experience and ultimately the scores of hotel reviews.

Related Link: Market Metrix

Editor: Cristian Segura writes articles related with technology, social media and marketing. Sponsored by Costa Rica Hotels, Motor de reservas en lineaandTravel to Costa Rica

8 de julio de 2011

Why hotels shouldn’t sell a $200 hotel room for $50

Rather than abet Expedia in its drive to become a traveler’s supplier of choice, it might be wiser to gamble that hotels’ own channels can achieve more than one sixteenth of what Expedia/Groupon could produce.

Tom Walker, TERADATA

Tnooz’s June 22 article “Expedia: What Groupon Getaways with Expedia means for hotels,” (why a hotel should sell a $200 hotel room for $50) posits an interesting case. But does it withstand a closer look?

To make the argument, Jennifer Mellet, Expedia’s senior director of new channel sales, presents the following hypotheticals.

$100: What the customer pays
$ 50: What the hotel receives
$ 40: Cost per occupied room (CPOR)
$ 10: Net to the hotel

Assuming 1,000 people buy the offer, the hotel nets $10,000.

Ms. Mellet further claims that “those are 1,000 largely incremental room nights that would have otherwise gone unsold.” No doubt some of the business would be incremental, but how much is really an unknown. It is also true that some cannibalization would occur, which again is an unknown.

At a gross level of analysis, $200 is four times the $50 that might otherwise be sold. On the margin, however (using the article’s $40 CPOR), the Expedia/Groupon deal is sixteen times less than what the $200 sale is worth:

$200 - $40 = $160. 160/10 = 16.

Is it realistic to believe that the Expedia/Groupon offer will deliver sixteen times more sales than the hotel would realize without running the special? Anything is possible, but as a hotelier I would be more than a little skeptical.

To further strengthen her case, Ms. Mellet points out that:

- In fact, Groupon customers have been shown to spend as much as 60 to 80 percent on top of the value of the Groupon.

Illustration continued:

- Cross-sell revenue per room (70% on top of $100 voucher at 70% margin to hotel): $49

- Total margin generated if 1,000 vouchers are sold: $59,000.

But is there any reason to believe that Groupon customers are more likely than other customers to spend additionally once staying in the hotel? Perhaps, but the proposition is far from self evident. If the hotel sells one sixteenth of the rooms at $200 that Expedia/Groupon would sell, it would achieve equivalent profitability. And the customer would be the hotel’s, not Expedia’s.

There is a pitched battle today between OTAs and hotels over which of them “owns” the customer. Expedia is aggressively positioning itself to be the owner of what might otherwise be hotels’ customers. Unquestionably, Expedia and other OTAs provide hotels a valuable service, but that value is delivered at a comparatively high price.

Rather than abet Expedia in its drive to become a traveler’s supplier of choice, it might be wiser to gamble that hotels’ own channels can achieve more than one sixteenth of what Expedia/Groupon could produce. In the bargain, hotels retain their loyalty position with the customer, which represent a value far greater than the $10 Expedia/Groupon might deliver.

Tom Walker is Senior Industry Consultant at TERADATA

Read also "Expedia on why you should give away a $200 room for $50"

Editor: Cristian Segura writes articles related with technology, social media and marketing. Sponsored by Costa Rica Hotels, Motor de reservas en linea andTravel to Costa Rica

7 de julio de 2011

Google no permitirá los perfiles de usuario privados

Todos los perfiles de usuario de Google serán públicos a partir del próximo 31 de julio. Según la compañía, la decisión «ayudará a que te encuentren y se pongan en contacto contigo».

Para Google, el objetivo de los perfiles es «fortalecer la identidad on-line» para lograr que sus distintos servicios resulten más útiles. Hasta ahora, los perfiles privados permiten decidir al usuario si hacer visibles o no sus datos personales.

Sin embargo, el buscador cambiará las condiciones de uso y exigirá que el nombre completo y el género sean públicos. El resto de información dependerá de la configuración que realice el usuario en su perfil.

Para las personas que cuenten con un perfil privado y no desee hacerlo público, Google se muestra contundente, «podrá eliminarlo o simplemente no hacer nada. Todos los perfiles privados se eliminarán a partir del 31 de julio».

Editor: Cristian Segura writes articles related with technology, social media and marketing. Sponsored by Costa Rica Hotels, Motor de reservas en linea and Travel to Costa Rica

1 de julio de 2011

Five critical trends hotel marketers need to know

There is no doubt that user-generated content and the Social Web have sent ripples through our industry, causing us to re-look at the way we approach online hotel marketing. This article outlines five key trends in hospitality that hotel marketers should be aware of as they approach online reputation management. by Paolo Torchio of Sabre Hospitality Solutions

There is no doubt that user-generated content and the Social Web have sent ripples through our industry, causing us to re-look at the way we approach online hotel marketing. When sites like TripAdvisor first grew in popularity, we found ourselves taking a reactive approach: how can we be sure that our reputations are not damaged by negative reviews? Today’s trends show that this content is not only here to stay but also growing, and hotel marketers have the opportunity to use this to their advantage. Below, Paolo Torchio outlines five key trends in hospitality that hotel marketers should be aware of as they approach online reputation management.

Trend to know: Consumers Believe Other Consumers, Not You

75% of people don’t believe that companies tell the truth in advertisements, according to a Yankelovich study. At the same time, Nielsen research indicates that 9 out of 10 consumers believe another consumer like them more than they believe corporate messaging. For organizations used to controlling the communication people hear about them online, this can be an unpleasant awakening.

The new reality requires us to take a different approach to the way we promote our hotels. We must understand how much the customer is in control, and how we have to operate in this new reality.

Opportunity for you: Encourage your guests and supporters to act as salespeople

Use this trend to your advantage. Instead of just being limited to the salespeople within your organization, plan a way to mobilize your entire customer base to act as brand ambassadors - selling for you.


Design remarkable experiences that get guests talking. Consistently deliver extraordinary service, so guests feel safe and comfortable referring their friends. And then actively encourage guests to share this experience with others online. When you’re confident in the product you deliver, this should be easy.

Trend to know: Too much online chatter causes confusion, missed opportunities

Travelers are dramatically increasing the volume of data they publish to the web – both intentionally and unintentionally. Cross-posting between social media networks and increased integration means that a single activity by one person may be posted across 10 different websites. There is a lot of chatter on the social web, and not all of it is feedback we can use if left unfiltered.

If your organization doesn’t have the right systems and procedures to gather insights, you can quickly become paralyzed by the overwhelming volume of data.

Opportunity: Use better listening and reporting tools to stay ahead of the competition

Technology can give you the advantage over competitors in this area. By using a reputation management tool such as ReviewPro, you can identify and act on opportunities that your competitors miss.

Create position-specific reporting that executives, managers, and frontline staff can use immediately in their day-to-day jobs. Insights need to be simple and there must be no confusion on what action should be taken. It should not require a “guru” to interpret. 2011 is becoming the year of the practitioner, not the guru. If we are going to make social media analysis something everyone takes part in, then we need to simplify it so non-specialists can understand the action steps needed.

Trend to know: Consumers making last-minute switches based on online reviews

The World Travel Market’s 2010 Industry Report reported that 35% of travelers change their choice of hotel after browsing social media and review sites like TripAdvisor.

People go to sites like TripAdvisor and make last-minute decisions on which hotel to choose. Online review sites affect people in the final stage of the buying cycle - just before they make a reservation. They’re already decided on the destination, the length of their trip, and now they’re ready to buy. The question is: how are you presented when people come to buy?

Your Opportunity: Give the right impression at the right time.

Make sure that the reviews people see are positive if you want to capture these bookings. How? By listening to guest feedback shared through online reviews, making changes as needed, and continually focusing on improvement.

Trend to know: Negative reviews are directly correlated with lower revenues

But while many hotels are still looking at online reviews as a threat to their reputation and are afraid of losing control over their brand, we highly encourage you to see online reviews as an opportunity. The potential of online reviews on sales becomes very clear when Jennifer Davies, senior content manager at Expedia, explains: “On Expedia.com, good reviews of 4.0 or 5.0 generate more than double the conversion of a review of 1.0 – 2.9.”

In another interview, Expedia’s VP of Supply Strategy and Analysis, Brian Ferguson, shared that a 1 point increase in a review score (on a 5-point scale) equates to a 9% increase in average daily rate (ADR). At the point we are right now with hotels struggling to recover from the global economic crisis, and with no more cost cutting options available, measures that increase conversion rates and increase ADR are critical.

Your Opportunity: Boost revenues with more positive reviews

This trend can, of course, be taken positively. By encouraging positive reviews, you can increase revenue.

Trend to know: Real-time web makes delayed responses ineffective

Social media author and thought leader David Meerman Scott opens his book Real Time Marketing and PR with an anecdote of his days working on Wall Street in 1985. It’s a scene we’ve all seen in movies: brokers fill the trading floor, casually talking and joking with colleagues until the moment when the room is alerted to a newsflash that sets the room alive into the split-second, highly organized, “Buy! Buy! Sell! Sell!” type of chaos where many fortunes have been made or lost.

“Within that minute the traders who got their orders placed a split-second faster had earned their daily bread. Being first with the news is valuable currency that earns them lucrative deals from their clients,” says Scott. “Now, it’s like we all work on Wall Street. Social media is becoming real time media, and we have to act fast to capitalize on opportunities.”

Your Opportunity: Automate engagement and response :

Real-time social media tools and a solid response program are directly connected to higher revenue and increased customer engagement. Look into adapting a set of social media tools that will work together to maximize your interactions with customers, increase your conversion opportunities across the Social Web, and notify you anytime someone mentions your hotel in social media, enabling you to respond quickly.

Paolo Torchio is Vice President of E-Marketing and Revenue Consulting at Sabre Hospitality Solutions. Sabre Hospitality Solutions provides marketing, distribution, and technology solutions to the global hospitality industry. Sabre Hospitality Solutions recently launched SocialConversion, a suite of tools to create engagement and conversion opportunities for hotels through social media. Additionally, Sabre Hospitality has entered into an agreement with ReviewPro to offer online reputation and social media monitoring solutions to its hotels worldwide.

Editor: Cristian Segura writes articles related with technology, social media and marketing. Sponsored by Costa Rica Hotels, Motor de reservas en linea and Travel to Costa Rica