Editorial Board   Guest Author

Mr. Cobb

Lucas Cobb

VP, Integrated Planning, MMGY Global

Lucas Cobb currently leads the Account Planning practice with MMGY Global. MMGY, based in Kansas City, Missouri, is an integrated marketing firm with a 30-year history of providing objective driven advertising, online marketing, web and mobile asset development, social program management, CRM, and brand design services to travel industry clients. In this role he is in charge of translating MMGY's insights garnered from market research and core client goals into hyper-targeted, measureable multi-channel campaign strategies. Prior to becoming the VP, Integrated Planning Mr. Cobb ran the interactive account management team and also acted as lead product strategist for MMGY's mobile offerings. Mr. Cobb has been with MMGY for 3 years. In this time he has led the planning and implementation of projects for Barbados Tourism Authority, Dolce Hotels and Resorts, KSL Resorts, Silversea Cruises, and many others. From 2004 to 2009 Mr. Cobb was with another Kansas City firm, Barkley. At Barkley he was responsible for management and oversight of the agencies project management office that consisted of staff responsible for the execution of project assignments across on and offline mediums. He and his team worked on accounts ranging from Sonic Drive-in to Build-A-Bear Workshop and Pennsylvania Tourism. In the mid 1990s through the early 2000s Mr. Cobb worked as and Interactive Marketing Director, a web designer / developer and also ran his own interactive and direct marketing consulting practice. This background in early website development, ecommerce, traditional advertising and direct marketing coupled with his experiences implementing campaigns across such media has enabled Mr. Cobb to approach client opportunities without channel bias. Instead, he looks at every opportunity through a lens formed from quantifiable statistics and goal oriented thinking. Because, in the end, true success can only be achieved when strategy, implementation and measurement work in harmony. Mr. Cobb is a graduate of The University of Oklahoma and holds a Bachelors degree in Journalism with emphasis in professional writing.

Mr. Cobb can be contacted at 816-300-5169 or lcobb@mmgyglobal.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.