Editorial Board   

Mr. White

Derek White

President, Interactive & Media Networks, LodgeNet Interactive Corporation

As President, Interactive & Media Networks, of LodgeNet Interactive Corporation (NASD: LNET), Derek White is responsible for all of LodgeNet's guest merchandising and marketing as well as revenues generated both from in-room entertainment sales and third-party sponsorships. The role expands Mr. White's responsibilities beyond his former role as President of The Hotel Networks (THN), which LodgeNet acquired in 2008. Mr. White joined the company in February 2008 after serving as Executive Vice President of Alloy, Inc., one of the country's largest providers of targeted media and marketing services. Mr. White brings a track record of more than two decades building high performance teams and businesses. While at Alloy, Mr. White oversaw corporate development and general management of the company's out-of-home, sampling and promotions business units. He originally served as the architect and managing executive responsible for Alloy's $200 million media and marketing division employing more than 700 people, overseeing multiple companies and business groups including AMP Agency (named the 2004 Promotion Agency of the Year by PROMO Magazine). Prior to joining Alloy, Mr. White was the President of 360 Youth Corporation (later acquired by Alloy), and served as Executive Vice President of MarketSource Corporation, where he founded and led the development of its Internet and interactive business. He also held roles as President of Graphic Connexions, Inc., a creative agency, and Director for Computerware, Inc.

Mr. White can be contacted at 215-504-5552 or dwhite@lodgenet.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.