Tag Archives: reputation management

Caveat Emptor – Social Media Influence, the Frye Fest and Reputation Management

This is not an echo of these words of P. T. Barnum – “As a general thing, I have not ‘duped thePT-barnum world’ nor attempted to do so… I have generally given people the worth of their money twice told.”, but rather these “Every crowd has a silver lining.”

Every generation has a Bernie Madoff, a Kenneth Lay, a Donald Trump who beguile the seekers of vast wealth, inclusion, distraction or any combination thereof to part with their money.

For Millennials, at least for this end of April 2017 weekend, it seems that person is Ja Rule, née Jeffrey Atkins, rapper, and creator of Bahamian Ponzi Scheme also known as the Frye Music Festival*** 2 May update – Federal Trade Commission violations cited and lawsuit filed.

Like so many before him Ja Rule was successful in his scam (or “not a scam” as he claims) for two reasons, he understood the raw vulnerability of the masses (even privileged ones willing to spend upwards of $250,000) and created a compelling campaign leveraging LOTS of young beautiful women (gaining more than 800k views) whose only claim to fame is to have built very successful personal brands making them social media influencers as a means of monetizing that vulnerability for personal gain.

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The influencers (I think the term shills is more appropriate) among them Kendall Jenner (nearly 22m Twitter followers),  Bella Hadid (more than 750k Twitter followers), Em Rata (more than 1m Twitter followers) made out like bandits with paychecks reported to being $250,000 to stand around, or lounge in bathing suits adorning the eye with a promise of ‘come play with me’. Using Instagram they promoted, and promoted, and promoted and in doing so the money poured in. Sex, as ever, sells.

Kendall Jenner made 250K off of promoting #fryefest ,

Yesterday, April 28th, Ja Rule (allegedly) tweeted and someone posted a screen grab to Instagram that the Frye Festival was all a big ‘social experiment’ to test the mettle of participants in a Hunger Games like scenario of adversity. (Some of the related posts include drinking their own urine to survive.)

#fryefestival • Instagram

Time will tell how short the memory of the public is, and whether by association these women have negatively impacted their credibility and their future earnings, and whether Ja Rule will be the subject of both a Class Action lawsuit and criminal charges for fraud.

This goes back to my last post, less than a week old, about ethics and reputation management. The nature of social media is that everything good or bad plays out in real-time. In our Wild, Wild West of social platforms there is broader issue for Twitter and Instagram and Facebook to consider – if ‘sponsored content’ results in an abuse of the public trust by hosting the influence peddling content are you complicit?, and if so, are you culpable?, should you distance your business further from such content and somehow shift the juncture of revenue generation? If a post subsequently results in bullying, terrorism, human trafficking, stalking, domestic violence, fraud, wrongful death, or murder have your policies enabled such to take place? Will any of these potential tragic events subsequently amplified to audiences approaching 600 million people globally result in lawsuits for ‘pain and suffering’? Corporate communications professionals should be involved in risk assessment, and not simply for the sake of reputation management or avoiding crisis management. I hope that this weekend legal, executive and communications teams at various social companies are meeting to develop (or expand) policies and legal protections.

The public clamors for social influencers to more carefully examine their choices of endorsement deals, a fairy tale ending which will never happen. It is the idolization of the rich and infamous which brought these individuals to Exuma and they need to take personal responsibility for their choices.

In closing, Caveat Emptor

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

Reputation Management and Appropriation, Lessons in Ethics from Edmond Dantès

My study of communications and public relations was taught by passionate adherents to Ivy Lee’s Declaration of Principles – that it is the ethical responsibility of a public relations practitioner to offer uncompromising truth to the public on behalf of one’s clients. Perhaps because of this, and despite working in high tech for 16 years, it should be un-surprising that I view the use of technology in the form of bots exponentially deployed during the United States 2016 presidential elections, let alone anywhere else, as abhorrent.

My various social media accounts address the complexities of my person; Twitter, LinkedIn, and Instagram serve as outlets for my professional existence while Pinterest and Facebook are more intimate expressions – at the intersection of these social platforms is my blog. While I have a blog I wouldn’t necessarily consider myself ‘a blogger’ (it is not a commercial venture). Yet my writing on this platform, having gone viral, has had impact – in part responsible for shifting public policy and the proposed exploitation of the pristine waters of the Adriatic in 2015/2016.  While building my own Instagram presence I admit to being thoroughly perplexed as to how (with the quality of photos and nominal content offered) fellow travel specific accounts could possibly have earned followers approaching 100,000 in less than a month. Thus, the clarity offered in reading Jess Gibson’s Dear PRs post referencing ‘bot-gate’ was genuinely appreciated, and it’s also why I take a particular delight at the failure of Instagress.

The truth has always found a way to be revealed, in our connected world discovery of appropriation, fraud or illicit behavior comes down to days, minutes or even seconds with a few keystrokes and keen intelligence. Throughout history there have been individuals whose jealousy, ruthlessness, greed and sloth have risked fortunes and reputations for (perceived) gain or retribution – Alexandre Dumas’ The Count of Monte Cristo anyone? Just as Edmond Dantès took full advantage of his time falsely imprisoned to learn every skill imaginable in developing a faultless reputation and re-branding himself, every effort in thought leadership and in garnering a dedicated follower base, and fostering epic levels of engagement takes considerable patience, skill and acuity.

Beyond the Instagram bloggers’ ‘bot-gate’ other more widely known unveilings of deceit relate to appropriation of the resistance movement by Pepsi and State Street of New York City’s iconic bronze sculpture created by Arturo Di Modica.

The Tate Modern offers this essay on appropriation,

[…] to create a new situation, and therefore a new meaning or set of meanings, for a familiar image. Appropriation art raises questions of originality, authenticity and authorship…

All great art is subversive, a commentary manifest with physicality. Co-opting the passion found in resistance to injustice in its many forms, feminism, racism, environmental stewardship, and its related arts for commercial gain by the advertising industry has a vast history in the United States.

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I don’t like what Fearless Girl ‘is’ specifically because she is contrived by Mad Men to gender-wash their clients’ bottom line. The $2.5 trillion (under management) State Street Global Advisors opted for a publicity stunt on International Women’s Day of instead of doing the long overdue ‘hard work’ of creating a work environment of equality and gender partity or proactively investing in education for girls on a global basis. For the unaware allow me to point out that advertising (in which both Pepsi and State Street engaged) is only related to public relations as it is a part of the greater communication functions in general. It seems to me if you are retained to represent the interests of a seven or eight figure client your responsibilities should include candid risk assessment to any proposal you present. Ultimately this all comes down to proactive reputation management versus putting your client in the rather costly position of damage control through crisis management.

With so much to lose why take a chance in the first place?

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

 

(Just) 10 reasons your brand can no longer “opt-out” of social media

social-media

Image sourced from http://www.http:ownernation.us by VistaPrint

  1. The long lead times of traditional corporate communications and marketing no longer work in our always-on dynamic world. Real-time conversation now fuels new and existing B2C and B2B customers.
  2. An active, brand-relevant online presence enables customers to trust you.
  3. “Marketing today is not about what a company says about itself. It’s about what its customers say about the company” – and customers are now saying this on social media.
  4. Customer service is now social. Happy customers become brand evangelists who drive revenues. Want an example? See KLM.
  5. Your audience works, lives, and plays on their smartphones, fish where the fish are! One-fifth of leisure travellers worldwide use social platforms in their travel planning, and the hospitality vertical realises an average of an 11% conversion rate. The Economist made a studied investment last year in social media, and enjoyed a 31% increase in its subscription rate year-over-year.
  6. Social media as an SEO ranking signal is increasing in importance. 93% of online experiences begin through a search engine and SEO-based inbound leads (generated from online management) have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
  7. Use social media to educate about new properties, rebranding efforts, and renovations and in doing so, hotels are selling out months before re-opening.
  8. Content marketing and executive branding objectives offered through social media establish thought leadership in months rather than the years required by traditional public relations efforts.
  9. Brand storytelling is now a necessity, not a luxury. Social media presence boosts brand recognition, marketing, and recruiting, while creating a richer customer experience. Treating employees as valued stakeholders aids in retention, cuts down on hiring and training costs and also creates a huge pool of brand ambassadors.
  10. If 90 year-old Queen Elizabeth II recognises the value of proactively managing her online reputation why haven’t you? Every CEO needs to get serious about the management of their professional reputation and that of their company to ensure that s/he controls the content. Managing your reputation online is a critical part of any integrated global marketing strategy and social media provides you with a fast, effective way to do this.

 

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Visit @Commarglo to learn more about leveraging social media for your brand.

Does your hotel really deserve Four (or more) Stars?

Every hotel and resort wants to avoid a disastrous TripAdvisor review of their property. And let’s be perfectly honest these posts are often simply conveying glaring truths written by someone in a nasty, snarky tone who has far too much time on their hands. In our social media driven world theseTrip comments have far reaching impact on your business, and almost universally what prompted them could have been avoided.

How much money do you spend annually on marketing your property? Has anyone from the agency handling all those efforts for you, including and especially social media marketing, EVER set foot on-site? Spent a night or two? Eaten in your restaurants? Used your facilities?  Prior to launching any initiative which will draw attention to your business let me share some practical advice with you; ensure that your property actually exceeds the copy being written by said agency.

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In Asia your bathroom could be outside meaning rocks, insects, amphibians, heat and humidity – #wearyourslippers

Over the years I have stayed in a wide range of Relais & Châteaux, Leading Hotels of the World, bed & breakfast inns and in the last year I have actually stayed in a couple of hostels. It’s safe to say I have accumulated a fair portfolio of impressions of ‘the good, the bad and the downright horrible’ and these extremes provide an ample baseline for what makes a memorable stay.

“Service is a promise that cannot be seen, touched, or felt through any of our external senses.” ~ Jag Randhawa

Every member of your staff has an impact.  While they are paid to ‘take care of us’ believe me when I say I can tell exactly who loves their work, people and your business. Equally so there are those who I stand in front of and wonder ‘who is this person related to?’ because there is absolutely no explanation for them otherwise having a job in the hospitality industry. My business partner was a guest at a hotel where we had previously stayed a year earlier for a mere three nights. On his arrival he was greeted with “Where’s Teresa?”. Why should this bell captain (of a luxury hotel in Istra, Croatia) who meets thousands of people a year and tends to all of their various pieces of luggage remember me?  What set him apart from his colleagues in the first place was his atttitude, and in turn that was rewarded with a note in an envelope with a tip on my departure. (I also take the time to make mention of extraordinary service in writing for the benefit of career advancement.) To guests reading this, when was the last time you did either?  When20150929_142514 thoroughly impressed I will likely ask to walk into your kitchens to praise the chef and the kitchen staff (usually resulting in a hug). Your wait staff, front desk staff, the concierge and the service staff usually know who I am because I ‘engage’ with everyone you have hired (and I do mean EVERYONE). And yes, I actively share on social media the (good) things that I notice.

“In bed my real love has always been the sleep that rescued me by allowing me to dream.”

~ Luigi Pirandello

It would be a great idea if management actually spent one night a week sleeping in every single room in rotation and applied a very critical evaluation to their sleep in said room. Springs that poke you in the back are not the way to win praise from your guests, replace them. The standard height for a chair or a sofa is between 26 and 30 inches so why would you let a designer convince you that a bed lower than this is optimal? Put your beds on a handsome frame, give the mattresses proper support and make them a height that anyone can sit on the edge of comfortably.  (I will also offer that the added height eases the stress on the backs of your housekeeping staff resulting in less days off or workman’s compensation claims.)

Those narrow strips of brocade or velvet at the foot of the bed are especially silly if they don’t even match the draperies or occasional pillows in the room, save the money, whereas a nice blanket is highly appreciated. You don’t have to turn down my bed and put a chocolate on the pillow (or offer me a small tray of them with a cordial – alcoholic or non) but it is very thoughtful.  Your sheets should be the highest quality your budget allows and there should never ever be a frayed hem, stain or hole in them. Same goes for towels, err on the side of generous in size and having thick terry robes or even lovely waffle woven ones wins serious points. It should be self-speaking that no guest should ever see black mold – you’d be amazed. Caulking should be maintained and/or replaced, facets and drains should work. Single use loofah mitts are biodegradable and eliminate the need for wash clothes (which seem to be an increasingly rare appointment in hotel bathrooms anyway).

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My pillows go everywhere.

I carry my own pillows with me.  Why? Because, with the greatest of exceptions, even fine hotels stock fiberfill pillows which are miserable and hot.

If your windows have three layers of curtains designed to ensure that your guests sleep well yet they are too short and the light creeps in (early morning or late night it doesn’t matter) – that’s an immediate fail. For goodness sake insist that the decorator add three inches to the overall length of the window PLUS whatever you need to hang them from rods to make certain that they cover your windows.

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Saddest. Plant. Ever.

Honest. This palm was sitting in the hallway leading to the wellness center and spa of a 5-star hotel I stayed at! Does this convey wellness to you? How many of staff members walked past this pitiful palm and yet didn’t ‘notice’ it?

Replace your lightbulbs! This should be perfectly logical but nothing says ‘down-on-the-heel’ or we’re not paying attention faster than a lightbulb here and there that is burned out.

Wi-Fi being slow isn’t even an option anymore. Test it. Put five staff members with devices in close proximity to one another throughout your facility and have them randomly watch videos, post photos and UPLOAD huge files – all the normal things we do as your guests – and if they can’t all do what they want simultaneously BUY MORE BANDWIDTH! Industry analytics are treading that (US) travelers (business and leisure) are now for swearing posh properties for value or economy hotels because these offer free, unlimited, always available Wi-Fi and luxury hotels are charging an additional $25 per day, per device. The old expression fits here “penny wise, pound foolish”.

Maintain your property with critical attention to detail. My business partner once waited 6 hours in a steam bath of a July hotel room for his AC to be fixed. He finally gave up and got into the shower only to finish and discover a ladder blocking access into his room and a man up in his ceiling finally dealing with the HVAC. This with no forewarning such as the simple courtesy of a knock on the door or a phone call! What’s more as the filter was taken down it was so caked with dust that an industrial vacuum was required to clean up the floor from beneath the ceiling to the door. Fail. Fail. Fail.

Which accommodation actually deserves four star designation? The bed & breakfast inn with exquisite (envelope) organic teas, made-to-order fresh truffle scrambled organic eggs, densely seeded home-baked bread (and a toaster) with small batch local fruit preserves or the hotel with Lipton 20150821_080944tea bags, buffet warmer scrambled eggs, with similar bread but no toaster and plastic packaged jams? It should be noted that the same bed and breakfast inn, staffed entirely by women, insisted on hauling my 35kgs of luggage upstairs (and then back down at check out) and the luxury hotel (staffed by muscled men) didn’t have a bell captain on duty.

I once left a pair of mixed suede and leather navy high heels outside my hotel room door at the Ritz-Carlton in Chicago for polishing, sadly they were returned in the morning universally polished (destroying the suede).  Management made it right by reimbursing me for a pair at the now defunct Marshall Field’s prior to my meeting later that day but training is obviously everything in preventing such ‘missteps’.

The realities of customer retention demand training your employees to become brand ambassadors in addition to their job descriptions. Everything that is right or wrong about your hospitality business is all too visible to your guests if not to you and your staff. It’s not an excuse but it’s easy to become inured to noticing details. Pay attention and you’ll never have to worry about how to bury bad reviews ever again.

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We’d like manage your online reputation and showcase your property with resonate content that will only serve to enhance your brand, grow your audience base to drive incremental revenue and ensure that ‘your story’ is the best it can possibly be. Get in touch. Visit @Commarglo to learn more about leveraging social media for your brand.