Editorial Board   Guest Author

Mr. Concannon

Lance Concannon

EMEA Marketing Director, Meltwater Social

Based in London, England, Lance Concannon is the EMEA marketing director for the social media monitoring and management software provider, Meltwater Social.  A key element of his role is advocating the use of social data and analytics to help businesses communicate better with their audiences and identify both the opportunities and potential risks which frequently become first visible in social.

Meltwater Social, formerly Sysomos, was acquired by Media Intelligence provider, Meltwater, in 2018 and the company has now integrated the two platforms to provide users with the ability to analyse their print, digital, broadcast, and social media brand mentions in a single tool.

Prior to joining Meltwater, Mr. Concannon worked as an agency-side PR and communications consultant, and began focusing on social media in 2005, helping global brands understand how best to make use of emerging social technologies. In this early period, he built one of the market's first social media monitoring platforms, Prompt Blog Monitor, which was awarded the Best New Product in the 2007 B2B Marketing Awards.

Mr. Concannon's client experience includes major B2B and B2C organizations such as Accor, Sofitel, BP, IBM, Oracle and Vodafone. During his career in social, he has managed a wide range of campaigns including blogger outreach, influencer marketing, crisis comms, content programs, viral videos and infographics.

Mr. Concannon began his career in technology journalism for some of the world's leading consumer and business tech publishers. He spent a decade charting the rise of technologies such as the home PC, smartphones, the internet, and social media. 

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

Mr. Concannon can be contacted at +44 02071837754 or lance.concannon@meltwater.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.