Editorial Board   Guest Author

Mr. Perrine

Bernard Perrine

CEO & Co-Founder, SocialCentiv

Bernard Perrine is the CEO and co-founder of SocialCentiv, an online software-based service that helps companies find new customers on Twitter. He previously was a founding partner and former corporate officer of Kinko's Inc., where he was responsible for leading all vectors of products, services, marketing and human resources.

Mr. Perrine was a worldwide general manager for Eastman Kodak, where he had full profit-and-loss and international general management responsibility for four global business units. Following his appointment at Eastman Kodak, Mr. Perrine served as worldwide general manager at Microsoft Inc., where he held global P&L responsibility while leading the expansion of the company's Mobile & Embedded Device sales, marketing and product efforts.

Before joining in SocialCentiv's launch in 2008, Mr. Perrine was vice president of sales and marketing at Rexel Inc., where he led U.S. sales and marketing for the $3 billion electrical distribution company, the largest such business of its type in the world.

Mr. Perrine can be contacted at 972-869-0111 or bernie@socialcentiv.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.