Editorial Board   Guest Author

Mr. Brown

Mark Brown

Sales & Digital Marketing Director, Great Hotels of the World

From seismologist to dotcom entrepreneur, Mark Brown has a wealth of experience in many diverse fields. His main skill, however, is in providing social media, e-commerce, online marketing and customer relation management expertise to businesses of all kinds - from small start-ups to companies with multi-million pound turnovers. He has pioneered new recruitment models and methodologies and founded and launched a number of online businesses in different sectors. Mr. Brown is experienced in sales training, management, business analysis, project management, executive search and selection and digital marketing. He has also provided senior level global recruitment services to the telecoms, banking, finance and internet industries, primarily in the emerging markets, Middle East and UK. For the past two years, Mr. Brown has been Strategy Director and more recently Sales and Digital Marketing Director for Great Hotels of the World. He has developed strategic objectives for the different business strands, identified synergies across departments and made an effective change to the sales and business development culture. He has provided subject matter expertise on social media and e-commerce and has further implemented a digital marketing strategy across the organisation. Prior to this, Mr. Brown founded ezezpz llc, a suite of online child-friendly internet applications that enable parents to control and monitor their children online. He also worked as an associate for seven years at Applicado, where he had executive responsibility for the day-to-day running of the business. Mr. Brown worked on new business pitches, quality assurance programs and staff recruitment, mainly placing SAP consultants on contract in the Middle East. He also founded Alchemy Worx, an email marketing agency which targeted blue chip companies with a complete solution. This encompassed e-commerce strategy, implementation, segmentation, content, delivery and tracking.

Mr. Brown can be contacted at 44-0-20-7383-2335 or mbrown@ghotw.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.