Editorial Board   Guest Author

Ms. McClure

Dawn McClure

Senior Sourcing Manager, Experient

Dawn McClure has over eighteen years' experience in the hotel, conference, and tradeshow industry. She joined the Experient Strategic Sourcing team in 2015 partnering on site selection and contract negations for numerous association clients. Her vast portfolio of accounts represents an array of business needs from in house programs to mini-wides and city-wide programs both domestic and international.

Prior to joining Experient, Ms. McClure worked with site selection, venue contracting, and ground transportation sourcing domestically and internationally for one of the world's leading medical technology companies. Her experience in this role coupled with six years of hotel operations experience and seven years as a Sales Manager for a large independent hotel company gives her a keen ability to understand her planners meeting and event needs and the inner workings of the hotel industry. This experience helps her champion mutually beneficial partnerships for both parties while maximizing savings and mitigating risks for her programs.

Ms. McClure holds a Bachelor of Arts in Organizational Communication and a Master of Business Administration from Rollins College in Winter Park, FL where her studies focused on Strategy, Quantitative Business Analysis, Economics, and Global Business.

Ms. McClure has earned her Foundations Level Certification in Experience Design from the Maritz Institute Community of Designers concentrating on the practice of designing products, processes, services, and events with focus on the quality of the user experience. She also participates as a Global Destinations Expert in the Strategic Sourcing Team's Global Education initiative.

Please visit http://www.experient-inc.com for more information.

Ms. McClure can be contacted at +1 407-614-8436 or dawn.mcclure@experient-inc.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.