Editorial Board   Guest Author

Mr. McKee

Steve McKee

President, McKee Wallwork Cleveland

Steve McKee is the president of McKee Wallwork & Company, an integrated marketing firm with extensive experience in the travel and tourism industries that specializes in revitalizing stalled, stuck and stale brands. Mr. McKee is also the author of "When Growth Stalls: How it Happens, Why You're Stuck and What To Do About It", an award-winning business book now published in four languages, and "Power Branding: Leveraging the Success of the World's Best Brands". A marketing strategist for nearly thirty years, Mr. McKee has held executive positions at notable agencies including NW Ayer, Della Femina, and a division of McCann-Erickson Worldwide, and he wrote a popular Businessweek.com marketing advice column for more than a decade. McKee Wallwork & Company made the Inc. 500 list of the fastest-growing private companies in America its first year of eligibility, has twice won the prestigious Effie Award for marketing effectiveness from the American Marketing Association, and has been recognized by Advertising Age as one of ten top small agencies in the nation. Mr. McKee has been published or quoted in The New York Times, USA Today, Advertising Age, Adweek, Investor's Business Daily and The Los Angeles Times, among others, and he has appeared on CNBC, ESPN2, CNNfn, Bloomberg, and network television affiliates across America.

Mr. McKee can be contacted at 505-314-7742 or smckee@mwcmail.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.