Editorial Board   Guest Author

Mr. Lafferty

Daniel Lafferty

Director of Music & Voice, PHMG

Daniel Lafferty is Director of Music and Voice at PHMG, the world's largest audio branding agency with more than 32,000 clients in 39 countries.

Mr. Lafferty has been with the company since 2010, helping businesses across the globe to harness the full potential of audio branding.

Drawing on his extensive background in music, psychoacoustics and the influence of sound on human behaviour, Mr. Lafferty leads finely-tuned bespoke music and voice workshops with organizations, enabling them to understand and explore all of the elements of their brand to create a unique Brand-Sound-Track™ - the exclusive piece of music that encapsulates their company's identity.

Mr. Lafferty looks after the creative talent at PHMG, providing strategic and artistic direction to composers, producers, engineers, voiceover artists and copywriters, to ensure the seamless implementation of a client's new audio branding service.

By developing relationships with world-leading composers and voice artists, he continues to develop and enhance the roster of creative talent at PHMG.

Over the last five years, Mr. Lafferty has been fundraising for PHMG's charitable arm, the PHMG Foundation, helping to raise almost $370,000 for almost 70 different organizations around the world. He most recently climbed Snowdon and also took part in an unusual charity challenge banning him from using the lifts at PHMG's twelfth-floor Manchester office - a distance equal to 7 times the Empire State Building.

Please visit http://www.phmg.com for more information.

Mr. Lafferty can be contacted at +44 (0) 161-877-2253 or daniel.lafferty@phmg.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.