Editorial Board   Guest Author

Dr. Mitchell

Brian Mitchell

Principal, Mitchell Performance Systems

After completing a PhD in Psychology at the University of Sydney, Brian Mitchell spent several years in clinical practice. Moving into retail consulting with the Mandev International group he became President of the North American, Asian, and Australian operations, and a sought after international speaker on the subject of retail sales productivity. He also pioneered performance management systems within a major football code. In the mid-1990's Dr Mitchell established Mitchell Performance Systems (MPS), consulting to the consumer packaged goods industry. The company worked with industry leaders in the US and other regions, on techniques to improve sales and negotiation performance within field force and account management teams. This experience has also been applied to improving revenue and profits in restaurant Food & Beverage. He has completed three books on wine, in collaboration with Evan Mitchell - including the 2009 US Praeger hardcover The Psychology of Wine, now released in a revised eBook edition for Apple and Kindle ([www.psychologyofwine.com][1]). A joint paper to the 7th International WineHealth conference on the generational dangers facing the wine industry, led to the establishment of Love & Wine, a digital creative agency for wine producers. MPS is now actively involved in research and development of consumer marketing strategies for the Millennial generation, based on psychological principles. [1]: http://www.psychologyofwine.com/

Dr. Mitchell can be contacted at brian@loveandwine.com.au

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.