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Advising the hotel industry how to increase their online revenue

New: Google Sidewiki – Chance or Curse for Hotel Marketers?

Google has just launched it’s new product Sidewiki as part of the Google toolbar. With Sidewiki people can leave their comments on any website, page or part of the site’s content.
It has to be seen how popular the product will be, since one has to be using the Google toolbar and logged into their account in order to comment. However, it is certainly going to have an impact on hotel and tourism online marketing strategies.

Google Sidewiki

Google Sidewiki

Negative comments won’t be tucked away on community and special interest sites like Tripadvisor anymore but can be found alongside your brand or individual hotel website, exactly in the very spot where you are trying very hard to convert a website visitor into a booker. Sidewiki could also be open to abuse by competitors, of course.
Sounds like Sidewiki could become quite a curse for hotel and tourism marketers. But why not see it as a chance as well? After all, if your product convinces and people leave positive comments, this may just tip an undecided visitor over and make them book.

Like most things in life this innovation has advantages and disadvantages and you can see the glass as being half full or half empty. I think, Google Sidewiki is just another step towards the truly transparent and collaborative web. Use it wisely!

More information and download Google Sidewiki.

Filed under: Hotel Online Marketing, Social Media Marketing, , , , ,

Is Twitter trying to compete with Google?

Tweet this
Tweet this

Twitter has just launched a new home page with a prominent search feature:

New Twitter Home Page promoting search

New Twitter home page promoting search

Is Twitter trying to compete with Google?

There has been talk about Twitter as a search engine for a while and it is already used as such, for example by journalists and marketers, to discover the latest trends. While Google’s News results are pretty up-to-date, they are also mainstream, i.e. news provided by the big agencies and newspapers. Twitter, however, is a social media site and therefore shows what people in the street consider news. In that sense Twitter certainly offers something Google cannot provide at the moment and fills a niche.

Trends, i.e. topics that have been tweeted about most during the last 24 hours, are listed underneath the search box on the new home page. Both, the prominent search box and list of trends will probably attract new users when they find topics that are of interest to them.

So, yes Twitter seams to be aiming for expansion and could well compete with traditional search engines in a web 2.0 world. Even more reason to use Twitter to promote your hotel. But don’t just be there – have a plan!

Filed under: Hotel Online Marketing, Social Media Marketing, , , , , , , ,

How does viral marketing work?

I undertook a small experiment a few weeks ago during the thunderstorm over Berlin. I posted a photo of the storm onto Twitter and other profile pages of social networking sites and wanted to see how much attention it gets. Remember, this was just a pic of an event that occurs quite frequently but only seconds after posting about 40 people had viewed it. The number of viewers got another push when a local newspaper returned my tweet and therefore published the photo to their followers. I’m proud to announce that the number of viewers has reached 170! Plus, the local paper is following me on Twitter.

This is a very good example of viral marketing and how social media marketing works. Exposure is generated by people sending on or repeating your message to their friends or contacts. You have probably heard of pyramide schemes before – very recently in the news was the fraud case of Bernard Madoff – or I’m sure you have received chain letters by snail or email. Viral marketing very much follows the same principle but in the positive sense of people wanting to inform their friends about the news. If a message is not interesting enough to be passed on, it won’t happen. There usually is no incentive or threat to retweet a message other than compelling content. Now imagine using that for business!

You need to have a story, though because that is what it is all about – having a conversation with people. When reading someone’s tweets or Facebook status updates we don’t normally think of them as institutions or corporations but we think of them as individuals whom we do trust more. What a chance for businesses that use Web 2.0 and viral marketing effectively!

Filed under: Social Media Marketing, Viral Marketing, , , , , , , , , ,

Welcome to the Online Marketing Blog!

About the author:

I have over 15 years experience in ecommerce, online marketing and web project management, all gained working for various companies within the hotel and travel industry.

German by origin, I spent 8 years in the UK working for Open World Ltd, an online agency promoting luxury hotels internationally. Open World’s client portfolio included many of the major hotel chains such as Hyatt Hotels & Resorts, InterContinental Hotels & Resorts, Peninsula Hotels, Small Luxury Hotels, Pan Pacific Hotels & Resorts, to name but a few.
In 2007 I returned to Berlin, to set up the ecommerce department and develop the e-commerce strategy for the young but fast growing hotel management company, Grand City Hotels & Resorts.

With e-conceptory, I now make my experiences available to those companies who would like to wow their clients with a professional internet presence.

In short this is what I have to offer:

e-commerce, ecommerce, e-business, ebusiness, hotel online marketing, hotel internet marketing, new media marketing, web project management, web design, web programming, usability, accessibility, seo, sem, social media networking

Read more: www.e-conceptory.com

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About me

Corinna Witt : e-commerce, hotel internet marketing expert for hotels and the travel industry

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