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Comments by Frederic Gonzalo Subscribe

On How Socially Engaged Is Your Brand? [INFOGRAPHIC]

Excellent question, Joe. Actually, there is one specific chart in the report that addresses response rates and times per follower base size. So it appears that smaller brands respond more in general, but they are slower to do so. In other words, SMBs tend to have better response rates, but perhaps due to limited resources they will respond in a slower fashion.

Besides this finding, I would say smaller brands overall probably have similar challenges but because they are more nimble by nature, they can embrace social media for customer care much quicker and mor efficiently than bigger brands.

Cheers,

February 15, 2014    View Comment    

On How Socially Engaged Is Your Brand? [INFOGRAPHIC]

Thanks for the feedback, Hailley. Indeed, it's surprising to see how little brands seem to be answering customers on social media. Is it because volume is increasing overwhelmingly? Resources not allocated accordingly? Lack of focus? Not sure, but it does make you wonder how long brands can survive with such dismal customer care.

Cheers,

Frederic

February 8, 2014    View Comment    

On What Content Travelers Seek Online

I totally agree with you, Jessica. Visual platforms are all the rage, with pictures telling stories without the 1,000 words but rather breathtaking sceneries, easily shareable via Instagram or pin-able on Pinterest. These social platforms are playing increasingly important role in the decision-making process for travelers, whether it's prior to, during or after their experience at the destination.

Thanks for the info and slideshare by BLOOM Worldwide. Interesting stuff.

Cheers,

January 20, 2014    View Comment    

On What Content Travelers Seek Online

Thanks for the feedback and for sharing the article, Sunday. Much appreciated!

January 20, 2014    View Comment    

On Content Marketing Minds: Is the Problem Content Shock or Content Schlock?

I agree that Mark Schaefer indeed started a necessary debate, and I actually agree with him that content marketing will reach, sooner rather than later, that point where it will be incredibly difficult to stand out. In fact, we've reached that point already, no doubt.

Yet, I also agree with most folks saying that it will simply force marketers to adjust, and to raise the bar. Does that mean only those with deep pockets will be able to do so? Most likely not, but it will make that much more challenging for small and medium businesses to stake their claim in the busy "marketing" world, where we try to get our messages across.

Do customers care about this whole debate? No, you're right. But they certainly care about getting the good, valuable information into their hands before deciding or purchasing. The challenge is for brands to ensure this communication in a cluttered space...

Interesting debate, though. Keep it coming, folks!

January 18, 2014    View Comment    

On 14 Digital Marketing Trends for Hotels in 2014 [INFOGRAPHIC]

Thanks for the feedback, John. I totally agree and I believe many in the hotel industry are at least aware of this problem and are trying to catch up. It ain't easy, though, as OTA (online travel agencies) focus solely on this (SEO and online marketing) as their bread and butter while hoteliers must deal with operations, customer services, HR and PR, among other things, on top of their marketing efforts. It makes for a somewhat uneven battle.

Nevertheless, it will be interesting to see how the hotel industry takes back its legitimate leadership in this field. Cheers,

Frederic

January 12, 2014    View Comment    

On What Role for Facebook in the Online Travel Landscape?

Thanks for the feedback, Darren. Indeed, it is sad to see how reach has dramatically decreased for many travel brands active on Facebook, making paid content a must-have tactic, while it used to be a nice-to-have approach for a more dynamic community management.

Smaller organizations may have to reconsider their time and money investment in Facebook, seeing such low reach. That's not necessarily a bad thing, as they can focus on their owned media (web site, newsletters, blog, etc.) and perhaps other tactics such as TripAdvisor, Google AdWords and other sites like Google+, Twitter, Instagram, Pinterest, etc.

As you say, Facebook could rival TripAdvisor (and many others) "if they play their cards right". Not sure that's the case right now, but we shall see...

Cheers,

December 18, 2013    View Comment    

On 8 FAQ about Social Media in Travel

Thanks for the feedback, Sunday!

December 8, 2013    View Comment    

On 5 Social Media Marketing Trends for 2014

You're welcome, Doug.

Indeed, the challenge for G+ is to get that critical mass of folks in groups to make conversationg engaging and meaningful in order for it to become sticky. We'll see if 2014 is the year this trend comes to life, right?

Cheers,

Frederic

November 6, 2013    View Comment    

On 5 Social Media Marketing Trends for 2014

Very valid point, Adella. I did mention Pinterest and Instagram in my 2013 outlook, but I believe Pinterest will reach a maturity point, and not sure what's in the future for them next year. One thing is for sure: visual content remains very strong, so infographics, sites like Visual.ly, Pinterest and other networks that bank on this phenomenon are bound to stay top-of-mind with users, so marketers need to pay attention.

Thanks for the feedback!

November 5, 2013    View Comment    

On 5 Social Media Marketing Trends for 2014

Thanks for the feedback, Jay. Yeah, it will be interesting to see how brands tap into these short-video mobile communications with maximum effectiveness and originality, without scaring native users along the way... :-)

Cheers,

November 4, 2013    View Comment    

On 5 Social Media Marketing Trends for 2014

Funny thing you should mention Pinterest. It was in my social media networks to look out for in 2013, and I do believe it has reached a mainstream level among the "the big 6" with FB, Twitter, Instagram, Linkedin and G+. So yet, it will be interesting to see if it keeps on climbing...

Yet, I wonder what future lies ahead for this platform for brands. I think retailers and most brands with visual appeal can certainly make the most of it, but I am noticing a certain fatigue with fellow marketers in the travel & hospitality vertical. Guess people can't be everywhere, so they must prioritize...

Cheers,

November 4, 2013    View Comment    
 
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