The Year in Digital according to L2

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Gucci Digital Strategy

Gucci's ranking in the 2010 Digital IQ is no surprise. This gifted brand is very present online and uses tools that differ from most of the luxury brands. First of all Gucci has a great digital flagship store (here) that is very easy to navigate and where you can access their shopable video (see pic below). This is a very interesting and innovative way to sell their products online. They are basically telling a story in their little film/ad to make you want the product. Also it enables the customers to see how the item looks like in "real life". 

Moreover, last fall Gucci debuted GucciConnect (here) to complement its Spring/Summer 2011 show in Milan: viewers could watch the show streamed online as well as some backstage footage. Since then, they have been streaming other shows and inviting bloggers to talk live about it on the website. With all of this, Gucci definitely show us that they know how to use digital interfaces to communicate exclusivity (e.g.: it is not often that you can see a show and see what happens backstage). 

Gucci also uses history as a way to push forward. Indeed, on its Tumblr page (here), the brand highlights its history with archive images along with recent runway shows high-resolution pictures. Finally, Gucci is also very active on Facebook; they constantly update content, video and pictures and really focuses on creating a relationship with their fans by engaging with them.  

Basically, Gucci really takes advantage of the web and has a strong digital strategy... and in addition to what we have seen, Gucci is obviously present on many other social media sites and has iPhone/iPad apps. 

Reputation Management Seminar

Assignment for my reputation management course (to do a reputation manager job description)


Hotel looking for a Reputation Manager 

Responsibilities

Within the public relations department, you will be in charge of building, maintaining or rehabilitating the reputation of our hotels through:

• Monitoring the online reputation of our hotels (on websites, social networking sites, consumer reviews site, etc...)
• Cultivating the conversation about our hotels on various social media sites
• Creating and using positive content about our hotels
• Promoting this content on social networking sites, websites, blogs and others for the search engines to pick it up (do SEO)
• Responding quickly, appropriately and effectively to counter negative comments
• Planning strategies in case of crisis 
• Measuring the success of implementing your reputation management role by:
• monitoring new reviews about the hotels (positive/negative ratio)
• using indexes such as ReviewPro
• tracking with analytics (e.g.: the Global Review Index) and semantic analysis 
• looking at how much traffic you have generated to the hotels' websites

This position also relates to Social Media Marketing management in the sense that most of the conversation made about our hotels will take place on social media sites such as Facebook and Twitter. Moreover these sites are very important in the work of reputation management because they will give you the opportunity to interact and respond with whomever is talking about us and it will allow you to get influencers to talk about our properties.

Qualifications

• Master degree in communication, marketing, IT or hospitality management
• Social Media savvy: social networking sites are part of your daily life
• Demonstrate great ease with computer and internet in general
• Can quickly process data
• Excellent knowledge in SEO (understanding the inner workings of search engine algorithm is a +) 
• Excellent communication skills 
• Perfect English, other languages are a +

These skills differ from "regular" management skills in the way that you have to be able to monitor much more than other managers; you have to foresee how our reputation will develop to maintain it rather than perform problem solving. Moreover, a ORM has to be extremely good with online consumer service: has to have the proper skills to deal with negative comments about our properties. 

GCOMMERCE ... "digital marketing that works" or NOT

Gcommerce

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