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Jorge Acosta

bcg.perspectives - The Digital Road to Earning Travelers' Trust - 0 views

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    "Digital marketing in travel and tourism is quickly developing into much more than another e-commerce channel for companies to manage. Online and mobile interaction is becoming the most frequented and substantive interface between travel companies and consumers (other than the actual hotel, resort, airline, or cruise experience, of course)-and therefore a defining medium for travel brands."
Ananda K. Nunez

5 formas para que los Hoteles puedan orientar el revenue con Social Media - 0 views

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    Consejos para reforzar las estrategias de e-marketing orientadas a redes sociales (SMO), para poder destacarse entre la competencia.
Ananda K. Nunez

Factores para el éxito de las páginas de Facebook como estrategia de marketin... - 0 views

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    según Altimeter Group
Ananda K. Nunez

El crecimiento de las Redes Sociales atrae al mundo de los negocios cada vez ... - 0 views

  • l primer paso que requiere iniciar cualquier actividad de marketing en las redes sociales es investigar el entorno en el que pretendemos iniciarla. Gracias a ello podremos descubrir en qué posición nos encontramos, nuestro punto de partida, y qué deberíamos potenciar. ¿Qué se dice sobre nosotros en Internet? ¿Y en las redes sociales en concreto? ¿Y sobre nuestros competidores? ¿Qué páginas suelen frecuentar nuestros potenciales clientes? ¿Cuáles son sus demandas? ¿Cuáles son sus temas de interés y qué información echan en falta? Una vez recabada toda la información que pueda ofrecer respuestas a este tipo de preguntas estaremos listos para definir el contenido de nuestros mensajes y delimitar el campo de acción sobre el que vamos a aplicar la estrategia de marketing en las redes sociales.
  • A la hora de definir los objetivos de la campaña, se ha de tener claro si se quiere potenciar la imagen de marca, conseguir nuevos clientes, mejorar la relación con los que se tiene, introducir un nuevo producto, establecer una nueva forma de dirigirse a ellos, etc. Una vez definidos, el camino a seguir pasa por determinar en qué tipo de redes queremos participar como empresa.
  • Precisamente, esta definición es crucial. La explosión de los medios sociales hacen que surjan nuevos conceptos como ROO (Return on Objectives) dejando atrás otras métricas sobre los que siempre hemos trabajado como el ROI (Return on Investment). El ROO se centra en la construcción de comunidades en las diferentes redes sociales y la obtención de resultados en términos de consecución de seguidores y el refuerzo de la relación con los consumidores
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  • es fundamental fomentar la interacción entre los miembros de la comunidad objetivo, emplear herramientas audiovisuales, utilizar un mensaje sencillo y claro, incentivar al cliente para que sea más cooperativo y dejar al usuario que participe en la campaña siendo él quien aporte valor a la misma
Jorge Acosta

When Crisis Strikes, Ogilvy PR Tells a New Tale, Takes the Show on the Road and Saves M... - 0 views

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    "What happens when your brand loses its voice-when poor product reviews, social media scrutiny or breaking news blunders speak for it? Moreover, what happens when your brand represents the image of one of the world's most populous countries, and it is outright blotched by headlines and hearsay? Such was the case in 2011 when newspapers, magazines and television screens were saturated with scenes of Mexico's drug seizures, cartel crimes and kidnappings. The once-celebrated south-of-the-border Shangri-la was swiftly scratched from the lists of spring breakers, scuba divers and travel agents: The country's consumer market was gone."
Jorge Acosta

The trouble with travel distribution - McKinsey Quarterly - Transportation - Strategy &... - 0 views

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    "It's among the biggest e-commerce markets, and maybe its most turbulent. To compete, players must define their place in travel's next wave."
Jorge Acosta

Name your price: The power of Big Data and analytics | Chief Marketing & Sales Officer ... - 0 views

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    "In the travel industry, pricing has always been a tough job. Overprice an airline seat, hotel room, cruise cabin, or rental car today, and you won't get a second chance to move that unsold unit tomorrow. Set the price too low, and you destroy value by selling out limited inventory too soon. No wonder, then, that the industry boasts some of the most sophisticated pricing capabilities anywhere. But in the era of Big Data, those capabilities are looking increasingly outdated and inadequate."
Jorge Acosta

TripAdvisor's Focus On Hotels, Social Media & Mobile Are Paying Off - Forbes - 0 views

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    "Quick Take Growth in hotel shoppers and increase in international traffic led to a 20% increase in 2012 revenues and a 23% y-o-y increase in Q4 2012 revenues. Traffic on TripAdvisor increased by 45% y-o-y. We estimate the user base to further expand in the future. More than 30% growth in hotel shoppers led to a 24% y-o-y increase in click-based revenues. With more than 75% growth in traffic, Asia-Pacific was one of the fastest growing markets. Increasing investment in social & mobile platforms increase traffic flow for TripAdvisor."
Ananda K. Nunez

Cómo calcular el ROI de tu Campaña de Social Media - 0 views

  • According to the Direct Marketing Association, if you run a direct response campaign and spend $1, you’ll typically generate $10 or more in return
  • unique visits, page views, followers, demographics, frequency, bounce rate, length of visit
  • Quantitative Metrics:
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  • Qualitative Metrics:
  • ROI Metrics:
  • metrics that have an emotional component
  • percentage of people you converted from a prospect to a customer on your e-commerce site, or how many people you converted from a prospect to a client on your B2B website
  • Customer Lifetime Value
  • the amount of revenue a customer will bring to your company over the course of their lifetime with your brand.
  • Once you know your CLV, you can decide how much you’d like to invest to acquire a customer. This is called your Allowable Cost Per Sale.
Ananda K. Nunez

El misterio FourSquare - 0 views

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    Presentación: Foursquare para Empresas. Marketing por GeoPosicionamiento\n\nVideo: How to unlock your world with Foursquare
Ananda K. Nunez

Turismo, marketing de destinos y redes de geolocalizacion: el caso Pennsylvania | Blog ... - 0 views

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    Pennsylvania arma un acuerdo con Foursquare para lanzar su propia página en esta red social basada en la geolocalización.
Ananda K. Nunez

7 Most Important Themes from Social Media Strategies for Travel 2010 - 0 views

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    Internet Marketing Ideas for Your Hotel
Ananda K. Nunez

The PhoCusWright Consumer Technology Survey Third Edition - Market Research Reports - R... - 0 views

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    The PhoCusWright Consumer Technology Survey gathers information about how U S online travelers are using and adopting technology when discussing, shopping for and booking travel This Third Edition has a particular focus on social media and mobile technology, both of which continue to grow in usage.
Ananda K. Nunez

Creating a hotel social media management routine - 0 views

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    Internet Marketing Ideas for Your Hotel
Ananda K. Nunez

How Marketers are using Social Media in 2010 - 0 views

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    Infographic
Ananda K. Nunez

Mobile + Social = A dream come true for marketers - 1 views

  • mobile social is about sharing experiences on the go, connecting with others and having fun – and it means a higher level of engagement with your brand.
  • “Companies need to accelerate their mobile strategy and not just repurpose their websites,”
Jorge Acosta

The Secrets to TripAdvisor's Impressive Scale - Jeffrey Bussgang - Harvard Business Review - 0 views

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    "Scaling is hard. Really hard. As we have seen with the recent speed bumps at highfliers like Groupon and Zynga, taking "lean startups" from foundation to creating sustainable, scalable, profitable business models is a very rare and special task. So I'm highlighting a few companies outside of the Google/Amazon/Facebook pantheon that have built large, sustainable, profitable business models at scale."
Jorge Acosta

bcg.perspectives - Digital's Impact on Lodging and Leisure Brands - 0 views

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    "Like many industries, lodging and leisure is undergoing a digitally driven transformation that is changing how travelers shop for hotels, resorts, and cruises-and the nature of the relationship between brand and consumer. Those companies that can combine strong brands rooted in attractive products with comprehensive digital strategies have the opportunity to build enduring customer relationships. Those that fail to do so risk becoming commodities in the marketplace, with inevitable pressure on margins and profits."
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