Which search type does your hotelwebsite attract? Study revealed three distinct search types:
1. Answer Me (46% of all searches) – People in a “answer me” search want exactly what they ask for, and no more, delivered in a way that allows them to get to it as directly as possible.
2. Educate Me (26% of all searches) – People in an “educate me” search want 360 degrees of understanding, and multiple perspectives on critical topics. They will search until their goal is achieved – this may stretch over long periods of time and through related topics.
3. InspireMe(28%ofallsearches)–Thefun“browsy”typeofsearch,where people are looking for surprises, have open minds and want to be led.
Get the full story at About.com (PDF 150KB) |
Im Hamsterrad geht vieles kaputt |
Der gewerkschaftliche Ruf nach einer Woche mehr Urlaub bei langer Betriebszugehörigkeit wird vor allem in der Wirtschaft als Provokation empfunden |
Zugegeben, das Thema Urlaub ist derzeit nicht das drängendste Problem der Arbeitnehmer in diesem Land, aber als Synonym dafür, dass wir mit der Arbeitszeit ein großes Problem haben, taugt es ganz gut. |
Psychische Erkrankungen und Burn-out nehmen ständig zu, und das steht in direktem Zusammenhang mit der Arbeitszeit. Im Vorjahr hat eine Dreiviertelmillion Österreicher Überstunden gemacht, 2004 waren es noch um knapp 100.000 weniger gewesen. Vor 20 Jahren arbeiteten noch 27 Prozent aller Beschäftigten von 9 bis 17 Uhr, heute sind es weniger als 16 Prozent. Bei den übrigen überwiegen Arbeitsformen wie Nachtdienst, Schichtdienst, Überstunden und Modelle mit Arbeitszeitkonten. |
Die Arbeitszeit befindet sich in einem rasanten Wandel, der Druck auf die Arbeitenden wird größer. Arbeitnehmer werden das Gefühl nicht los, ständig und immer für den Betrieb verfügbar zu sein. Der französische Philosoph Paul Virilio nennt das den „rasenden Stillstand“. Laptops und Smartphones sind auch in der Freizeit ständig dabei, in der Arbeitszeitforschung spricht man von Entgrenzung der Arbeit. Das hat nicht nur gesundheitliche Folgen für den Einzelnen, sondern schwächt mittel- und langfristig die Unternehmen. |
Die Ansage, die Österreicher hätten ohnehin so viel Freizeit wie kaum jemand sonst in Europa und arbeiteten wenig, ist gleichermaßen falsch wie dumm. |
Ein Beispiel zeigt, worum es geht: Im österreichischen Handel und im Dienstleistungssektor wird ein Drittel der geleisteten Arbeitszeit nicht entlohnt. |
Vorausschauende Unternehmen, die wissen, dass sie künftig um die Klugen, die Älteren und die Frauen kämpfen müssen, um wirtschaftlich erfolgreich zu sein, haben längst erkannt, dass eine der großen Herausforderungen der Zukunft die Neugestaltung |
des Verhältnisses Arbeitszeit und Freizeit wird. |
Flexibilität ist keine Einbahnstraße und heißt auch, dass man umgekehrt auf die Bedürfnisse eines Mitarbeiters eingeht, weil er vielleicht gerade ein paar Jahre mehr Zeit für seine Kinder braucht. Jeder wird hier zustimmen, doch dahinter steckt beinharte Arbeit, weil für Flexibilität in Betrieben Strukturen geändert werden müssen und dazu viel Know-how nötig ist. Ständig nur das Arbeitspensum zu erhöhen, begleitet mit der zynischen Aufforderung, der Mitarbeiter sollte aber bitte eigenverantwortlich auf sich schauen, macht Menschen wie Betriebe gleichermaßen kaputt. Read more at www.salzburg.com |
Capitalizing On Curation: Why The New Curators Are Beating The Old
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According to Steve Rosenbaum, author of Curation Nation, "curation is the new way of organizing the web going forward. |
You can't curate for everyone, so be targeted |
"the social capital of a curator is earned through qualifying, filtering, and refining relevant content." |
It's not curation without a well-defined focus |
If the curation is good enough, it will [almost] market itself |
In the new world of curation, "information becomes currency and the ability to repackage something of interest as compelling, consumable and also [as a] sharable social object is an art," wrote Brian Solis. |
"So we focused all our energy on building something that people actually liked and would want to pass along to their friends," |
Human curators are smarter than algorithms |
Ein Interview von Jeff Swystun das so nie stattgefunden hat.... This led me to wonder what the icons of Madison Avenue would think about social media, “the use of web-based and mobile technologies to turn communication into interactive dialogue”. |
He created such characters as the Jolly Green Giant, the Marlboro Man, the Pillsbury Doughboy, and Tony the Tiger. |
Leo Burnett developed fresh, simple icons that came to symbolize easy-to-understand product benefits. |
“Good advertising does not just circulate information. It penetrates the public mind with desires and belief.” |
“I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.” |
Social media is not only immediate and conversational, it also brings the promise of being highly tailored for relevant entertainment. Leo Burnett would use the channel to entertain and inform with the goal being the consumer seeking out the communications rather than being bombarded with them. |
“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” |
His brilliance is demonstrated by We Try Harder for Avis Car Rental, Mikey for Life Cereal, You Don’t Have to be Jewish to Love Levy’s for Levy’s Rye Bread, and It’s so simple for Polaroid. |
“It is insight into human nature that is the key to the communicator’s skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.” |
“A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad.” |
“A good advertisement is one which sells the product without drawing attention to itself.” |
“If it doesn’t sell, it isn’t creative.” |
Social media’s essence is sharing and the most creative and successful social media is based on leveraging the consumer’s desire to share their experiences. One would think that Mr. Ogilvy would do this brilliantly as he is also quoted saying, “I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.” |
In the end, it is important to keep social media in context. What Burnett, Bernbach and Ogilvy’s quotes hold in common is that regardless of the medium, there are critical tenets to always keep in mind when communicating in business. Among them are to be bold, seek the unique, entertain and inform, and never, ever forget that you are in the business of selling. Apply these four lessons to social media and you will be closer to success by delivering communications that is both effective and efficient. |
thoughts by Avinash Kaushik 1. Not spending 15% of your Marketing budget, every month, on experimenting with new techniques / channels / ideas. |
Our world changes at immense speed. Consistently allocate 15% of your marketing budget trying things you don't currently do, things "gurus" talk about (yes I said Guru!), ideas from your kids or neighbor |
2. Not having a fast, functional, incredible mobile-friendly website. |
There are 6.9 billion homo sapiens on the planet and 3.7 billion of them actively use 4.3 billion mobile phones. What's your excuse for not spending a few dollars making your site mobile-friendly? |
3. Gratuitous use of Flash. |
Remember every time you use flash on your website, a cute puppy dies. Think of the puppy! |
4. Writing campaigns your website can't cash. |
It is soooo easy for me run a query on Bing, click on a banner ad on Yahoo!, follow a link on an email and land on page that has no connection to the promise made in the ad. |
Have a balance in your spend between acquisition and website. Spend loads on acquisition, but also spend loads on creating websites that deliver on your promises. |
5. Not having a vibrant, engaging, non-pimpy blog. |
I fundamentally believe that having a vibrant bi-directional conversation on a destination you control with policies you set and data you control is not just insurance, it is your duty to your customers. |
6. "Shouting" on Twitter / Facebook. |
But if those accounts exist to shout a variation of your press releases, or a massive self-massage. . . then shut it. If you can't initiate or participate in conversations, close your account. Trust me it is a lot less embarrassing that way. |
7. Your SEO strategy is buying links, expired domains, et. al. |
Sophisticated Search Engine Optimization is mandatory in our world of Bing / Yandex / Baidu / Google. It irritates me to no end when I hear perfectly smart SEOs stuck in the 1940s. |
8. Not following the "10/90 rule for magnificent web success." |
If you have $100 to make smart decisions on the web, invest $10 in tools, spend $90 on people. The 10/90 rule. |
When a majority of your budget is invested in tools and data warehouses, rather than smart people to use them, you are saying you prefer to suck. |
9. Doing anything on the web without a Web Analytics Measurement Model. |
If you don't know where you are going, any road will take you there. And you'll be miserable. |
10. Making lame metrics the measures of success: Impressions, Click-throughs, Page Views. |
11. Not centering your entire digital existence on Economic Value. |
wie man durch kuratieren einen Content-Mehrwert schafft The 5 Models Of Content Curation |
There is a flood of information online and Google can only give you a best guess at the most relevant, but there are millions and millions of pages returned for any search result. Aggregation is the act of curating the most relevant information about a particular topic into a single location. |
The idea behind distillation is that adding a layer of simplicity is one of the most valuable activities that someone can undertake. Distillation is the act of curating information into a more simplistic format where only the most important or relevant ideas are shared. |
The smaller ideas that are often shared online in 140 character bursts or pithy mobile phone images may point to a larger societal trend or shift. Elevation refers to curation with a mission of identifying a larger trend or insight from smaller daily musings posted online. |
A term often used in the context of music to describe the growing trend of taking two or more pieces of music and fusing them together - there is a wider implication for mashups in relation to information. Mashups are unique curated justapositions where merging existing content is used to create a new point of view |
One of the most interesting ways of looking at the evolution of information is over time - and how concepts or our understanding of topics has changed over time. Creating a Chronology is a form of curation that brings together historical information organized based on time to show an evolving understanding of a particular topic. Read more at www.rohitbhargava.com |
Headlines reichen, Zweifler können auch den Artikel lesen The Zappos Effect: 5 Great Customer Service Ideas for Smaller Businesses |
Never Argue About Returns |
Treat Good Customers Well |
Expect Problems, Be a Solution |
Five basic principles for DMO websites |
1. Look Good (= nice & simple): |
2. Content (was) is (and will be) the King!: |
3. Engage Your Audience!: Identify your visitors' social activities: |
easy to read, easy to navigate |
trip planning tools, attractive visual material including video & photo sharing applications, multilingual content, B2B & Press sections and efficient SEO saturation |
Every website has its own unique range of products, services & travel solutions and likes |
3. Engage Your Audience!: Identify your visitors' social activities:
- 57% of DMO website users read travel written reviews
- 32% of DMO site users post ratings and reviews
- 43% of users visit travel-related forums |
This is not only about selling hotels, tickets to cultural events, tourist attractions, museums, sport activities etc but to sell your own products as well (city pass, walking tours, souvenirs etc). Read more at www.newmediatrendwatch.com |
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Search modus of travellers
