Editorial Board   Guest Author

Ms. Farmer

Mary Farmer

Director, Online Programs, Glion Institute of Higher Education

Mary Farmer is presently Director of Online Programs for the Glion Institute of Higher Education in Bulle and Glion-Montreux, Switzerland and lectures in the Graduate School at Glion. For more than a decade Ms. Farmer has lectured at the University of British Columbia, University of Tilburg, Leiden University and Nipissing University. She has over 30 years' experience as consultant, manager and corporate executive and has lived and worked extensively in Asia, Europe and North America. Her career began in international development in Southeast Asia where she was Project Manager for bi- and multi-lateral aid projects for CIDA, the World Bank, USAID, JICA and others. Ms. Farmer is a consultant and thought leader in global business and individual and organizational performance. Her passion is around leadership, communication, people and talent development. She has extensive expertise in influencing and coaching C-Suite and other senior leaders and specializes in workplace innovation, creating high performing teams and inclusive working environments, maximizing organizational effectiveness, development of inclusive communication strategy and succession and workforce planning design. Her many years of training, facilitating, coaching, speaking and lecturing in highly diverse environments gives her real credibility in multinational business and non-government organizations alike, and she delivers results by designing and delivering sustainable, pragmatic programs that address systemic issues requiring change. After starting with Price Waterhouse in Vancouver, Ms. Farmer helped establish Price Waterhouse Associates in Jakarta and was Indonesia's Crown Agent representative. She was advisor on integrated and special education to the Indonesian Minister of Education, and served on the Curriculum Development board of Indonesia. Ms. Farmer was senior consultant and trainer with the Royal Tropical Institute (KIT) in Amsterdam, after which she launched her own highly successful cross-cultural and diversity and inclusion consulting, coaching and training firm, Global TMC International. For more than a decade she served global clients (including Philips, Ahold, Air Asia, Air Products, TNT, Shell, Vopak, Oce, Heineken, Medtronic, Honeywell, Avery-Dennison, 3M, the Mars Corporation, ABN Amro, American Airlines, Fortis, Cisco, ING Group, Air France-KLM, Oxfam, the Dutch and Canadian Ministries of Foreign Affairs) in designing programs and strategy for leadership development, post-acquisition integration, diversity and inclusion, communication and cross-cultural and cross-border business effectiveness. In 2010 Ms. Farmer was invited to take over as Director, Global Diversity and Inclusion, for Philips in Amsterdam to reframe D&I within the company and set strategic direction internationally, including a focus on gender balance, cultural diversity, non-OECD nationals, and implicit bias. Following studies in Journalism and Cultural Anthropology, Ms. Farmer holds an MBA in International Management from Leiden University and is doctoral candidate in Organizational Behaviour at the University of Amsterdam. She holds dual Canadian and Dutch citizenship and resides in Switzerland. She speaks fluent English, Dutch, Thai, and Bahasa Indonesia, and has working proficiency in Lao, Malay, and Flemish. She speaks 'statistically bilingual' Canadian French and a smattering of Mandarin and Spanish. Mary is a member of the European Institute for Managing Diversity.

Ms. Farmer can be contacted at mary.farmer@glion.edu

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.