Digital Marketing – Crowd Power – Social Media Marketing Keynote Speaker

Digital Marketing – Crowd Power – Social Media Marketing Keynote Speaker


First listing on Google is, ‘Wonderful
hotel. Good value, superb service, beautiful.’ The second listing on Google is, ‘Terrible food poisoning, rats, insects and I
nearly died.’ In fact, the next 8 or 9 or 10 listings are all community comments about the hotel. You
can’t find the site. This is good news for Google, because it
forces the hotel to buy advertising on the right hand side and, up
here, on the right, we have the official
marketing response. We have the official website,
the official statements about the hotel. Now I am asking audiences all over the
world a simple question: Where do you go? You have three choices: you have some
very good news, some very bad news, and you have the
official site. Put your hands up if you go first to the
very good news, that is the place you will click on first.
One, two, three. Put your hands up if the first place
you go is the really really bad news because it
worries you alot. Put your hands up if you go first to the official marketing site for the
truth about this hotel. One. Now, here is an interesting question: Who wrote
this comment, the top one? The hotel, thank you. Someone, a friend of a friend. Who wrote
this one? The competitor. Now, you knew that, I knew it too, but every
time I go to the bad news. Actually, what’s interesting.. here, we have in this room 150 of Spain’s most successful
business people and, only one of you decided that you
actually trusted the official marketing site of the hotel. What this tells us, is that in Spain, online marketing is dead, websites do not matter, and no one believes them
anymore, correct? Is that what you’re saying. Actually
it’s the same in most countries. Even though we know that this one is
probably written by the hotel, this one probably by the
competitor, we still went there, most of us still went there, and refused
to go to the official site to learn about the truth. This tells us the power of this medium. It tells us we need to
think carefully about advertising. Imagine you own the
hotel chain and you spent 1 hundred million euros a year, promoting it worldwide. Just imagine.
Imagine every time you do it, it’s a disaster because, the more money you spend in the
press, on the television, the more people go to
Google. The more people go to Google and type in the name of the hotel, the more
people see the news about rats. So the more money
you spend advertising, the more you are promoting rats in your
hotel. So now we see why it is, that large companies and small companies are realising the
truth. Which is that the quality of what we do, in the customer experience, really really matters. And the good news is this: you might be one of the smallest hotels
in London, but if your service is perfect, if you know what it feels like to be a
customer, if you take extra time and trouble, then your service will shine, and you will
find yourself high above the biggest change in the
world, and the scorings on these kinds of sites, and you will grow your business. So it’s exciting, because it means you don’t have
to have a huge advertising budget in this
digital world. You just have to have quality and allow the news of your quality to spread like it will.

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