New York, NY (November 15, 2012) – At the hospitality industry’s show of shows, the International Hotel, Motel + Restaurant Show (IHMRS), Kellen Company Vice President Michael Cummings led a panel on the latest trends and strategies for social media use in the hospitality and design industries.
“We’re in an amazing new era of two way conversations with our customers,” said Michael Cummings of Kellen Company, a global professional services company. “However, as my own experiences and the experiences of the panel have demonstrated, engaging in a rich, nimble and authentic dialogue often takes us into unchartered territory and it is literally changing the hospitality marketing landscape.”
The “From Social Network to Social Business: Tales from the ‘Social Marketplace’” panel took place in New York City’s Jacob Javits Center on November 10th, 2012. It covered the benefits of content collaboration with guests, the tension between “buttoned-up” hospitality marketing departments and nimble social media teams as well as how to best measure the impact of social media channels on the bottom line.
Industry practitioners who sat on the panel and shared their experiences and expertise included: Michelle Lapierre, senior director of customer experience & social media at Marriott International, Inc., Nathan Egan, founder, chief executive officer and chairman of PeopleLinx LLC. and Virginia Pettit, associate, practice area communications at Gensler.
Emphasizing a new approach to audience targeting that social media has ushered into the hospitality industry, Michelle Lapierre of Marriott International asked, “How do you go beyond the traditional hotel marketing approach of photos of ‘the lady at the pool’?” Lapierre noted, “We’re no longer talking to travelers that happen to be people; we’re talking to people that happen to be travelers.”
The panel provided the attendees with an inside look at how marketing and social media thought leaders from throughout the hospitality and design industries are staying a step ahead of the game, and revealed some of their newest tactics for social media hospitality marketing.
“Think of your employees LinkedIn sites as hundreds or even thousands of optimized websites,” said Nathan Egan of PeopleLinx. “Companies spend tens, even hundreds of thousands of dollars on websites, yet many times their employee’s LinkedIn profiles have spelling errors,” agreed Virginia Pettit of Gensler.
# # #
Kellen Company provides association management, government and public affairs, public relations, meetings management, creative communications, web site development and other professional services to associations, as well as individual companies and other organizations. Kellen Company serves more than 10,000 companies and 100,000 professionals worldwide, through its more than 100 client associations directly from offices and representation in the United States, Europe, China, the Middle East, India and Southeast Asia. For more information, visit www.kellencompany.com.