THE 3 DISCIPLINES
Social Web
Engagement
Do you know who is talking about you on the
web and what they are saying? What kind of blogs are covering you?
Are people passing on their opinions about your business to others?
Are the comments positive or negative? How influential are the
commenters and bloggers covering you?
These are important questions to which you need answers to stay
ahead of your competition.
Recommendations by relatives, friends and peers in a social network
have the highest trust factor today. To hear what these people are
saying about you in social media and how important and influential
their voices are, is key to your success.
Brand
Monitoring
Overall customer
experience is the brand! This is especially true in services and
certainly in travel.
How your customers experience their vacation at your destination,
in your resort or hotel has the strongest influence on how your
brand is perceived and ultimately formed. Remember: Perception is
reality! To protect your brand integrity and maintain your brand
equity you need to react fast if necessary, to comments made on the
web. This requires constant attention.
The key to successful brand monitoring is the right tool set that
allows you to tap into the conversation as it happens on the web
with blogs, social networks and social media and to make yourself
heard.
Reputation
Management
Today markets are
transparent and there is nowhere to hide!
You have a reputation on the web whether you like it or not and
unless you are aware of how your organization, company or brand is
talked about and enter that conversation you can't influence it.
You certainly can't control it, but at least try to influence it by
joining the conversation about you, search out your critics, try to
turn them into advocates or who knows, even
evangelists.
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