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MS-Digital Innovation in Marketing

Fox School of Business

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Claire Hennessey

Profile picture of Claire Hennessey

@claire-hennessey

Active 5 months, 2 weeks ago
@sunaina-parihar I noticed you expressed interest in Graphic Design. I have a background in design and would love to hear more about your interest. Looking forward to getting to know you better and learning from each other! – Claire View
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  • Profile picture of Claire Hennessey

    Claire Hennessey wrote a new post, Airbnb's continued digital transformation, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 6 months ago

    I recently opened the airbnb mobile app, and found a new look on the home page reading ‘Airbnb 2021 Winter Release’ with a ‘Watch announcement’ button. This button launched a dynamic 10-minute long video of airbnb […]

    • Profile picture of Jen Berman
      Jen Berman replied 6 months ago

      I be proud. My sister-in-law is head of Internal Comms at airbnb and… I like them. I am biased. The end.

    • Profile picture of Kassi Jata
      Kassi Jata replied 6 months ago

      Thanks for sharing this Claire! When I read airbnb was launching new features, I was thinking something more innovative. This seems, like you said, behind the times. I guess with these features it’s better late than never. I will say, I really do enjoy the new look of their landing page, both web and mobile, with the “winter release” video. It looks more high end and clean. It also resembles and feels like the Apple website. I do think they could optimize their mobile display. It’s not very user friendly. User’s have to scroll so much to find what they are looking for. There is definitely room for a better mobile layout which can aid in user experience.

      • Profile picture of Misha Patel
        Misha Patel replied 6 months ago

        Hey Kassi! I agree with you here on how I would expect that Airbnb would develop more innovative and forward thinking features.

        This article from Tech Crunch also speaks about a Pet Damage Coverage for “AirCover” which is beneficial to hosts. They also added 4 new categories which I thought were good: off the grid, ski-in/ski-out, luxe and offbeat homes. I personally love skiing and my family is trying to go on a trip early next year. Categories like this help them with segmenting consumers and gearing towards their likings on a more personal level than before.

        Airbnb boosts host protection, adds Wi-Fi speed verification

    • Profile picture of Mohamad Noor-Chowdhury
      Mohamad Noor-Chowdhury replied 6 months ago

      I agree with Kassi. I love them. The wifi feature is pretty important nowadays and I can understand the frustration of finding an apartment but realize the wifi is terrible. Overall, the other features are awesome and it’s kinda crazy that that are 50 new features overall and we only just seen 4.

    • Profile picture of Kathryn Lund
      Kathryn Lund replied 6 months ago

      The date flexibility is SO key. I’m often willing to build a visit around the exact right location, so date may not really even matter. Thanks for sharing this, Claire!

    • Profile picture of Hannah Cersell
      Hannah Cersell replied 6 months ago

      I love the concept of AirBnB and how easy it is to book a unique stay without having to talk to a hotel sales rep. I stayed in a cute little apartment two years ago when I visited Prague, Czech Republic during the holiday season. The flexibility feature is a fabulous idea for those like me, who have no idea where they want to travel to next but know they need to get out of the house. The translation feature is also key, so that more and more individuals who are not fluent in the English, can list their properties to rent and additionally consumers are more likely to travel somewhere new. I’m excited to see what other features they are set to release!

    • Profile picture of Aisha
      Aisha replied 6 months ago

      Not only are the features innovative but very timely, their announcement came one day after the U.S. dropped its travel ban, allowing vaccinated travelers from other countries to enter. Airbnb seems to be taking every opportunity to address the needs of almost every consumer and I’m a fan!

    • Profile picture of Lesley Westerfer
      Lesley Westerfer replied 6 months ago

      Love this post Claire, I think Airbnb does (and continues) to have an impressive digital strategy which keeps the innovative company, just that, innovative. I found it interesting that they also cut their marketing spend during COVID – and kept the overall budget less moving forward because they didn’t notice a difference in their traffic. I for one, love the flexibility option and I think that is definitely aligned with the shift in people’s lives with more remote work.

      Airbnb hails early results from shift to brand building over performance marketing

    • Profile picture of Katherine O'Donnell
      Katherine O'Donnell replied 5 months, 4 weeks ago

      Great post Claire! I’m happy about the new features, especially the I’m Flexible addition. It’s definitely easier to get a better deal on travel when you can choose the dates where the pricing is cheapest. The new Wifi option is cool too – that can be really important to know if you are going to try and work (or do grad school work haha) from wherever you are traveling. While I did think Airbnb would have come up with something more innovative, I think these changes really show that they are paying to attention their customers wants and needs when it comes to usability!

    • Profile picture of Sunaina Parihar
      Sunaina Parihar replied 5 months, 4 weeks ago

      This is a great example of active listening as we talked about in our Social Media Innovation class. I wonder what their specific research tactics were to find these needs and implement the changes as a result.

      To echo everyone, I do think they could have maybe been more innovative with their resolutions and rather than fixing age old issues (Wifi), maybe fix those issues while also being proactive about other issues they think their customers could experience. For example, instead of just allowing users to check the wifi speed before the stay, offer some sort of guaranteed hotspot option for an extra cost since the speed before they travel might not be the same once they actually arrive due to weather conditions and other factors.

    • Profile picture of Joel Koch
      Joel Koch replied 5 months, 4 weeks ago

      Such a great conversation thread here! I must be a little behind the times because I thought the new features were quite creative. I guess it just means that I don’t use Airbnb much. One thought I had was that now these unique rental options are much easier to find, they can become much more expensive to rent. Many people would love to have a unique experience and that just means the availability becomes limited. I suppose that is where the extended rental dates come into play. Agree that the new Wifi option is a great feature as It’s very important to know before exploring a new remote working environment.

    • Profile picture of Chand Patel
      Chand Patel replied 5 months, 4 weeks ago

      Thank you for sharing Claire. It is so interesting I you wrote about this because I was recently on Airbnb looking for destinations in Mexico and Brazil and was getting frustrated trying to gain information on certain properties that descriptions were written in other languages. I found it odd that with the success of Airbnb, the translation feature had not been implemented earlier. I came faced with similar frustration with filters as well. There are alot of common features I was looking for that were no abled to be filtered by (hot tub, fireplace etc.). I am excited to see the rest of the updates they will roll out!

    • Profile picture of Daniel White
      Daniel White replied 5 months, 3 weeks ago

      Love this! It’s been amazing to see the growth at Airbnb over the years, as I have used the service for nearly a decade. The continued innovation there has been nothing short of impressive as they’ve constantly valued elevating the user experience when booking a stay through the platform.

      Some features that I would love to see:
      – An improved chat feature! It’s already pretty good, but adding some additional bells and whistles (like mobile video calling) would really take this feature over the top.
      – Video Tours. Being able to see a detailed video of your destination would be amazing. I also think hosts and guests would take advantage of the ability to offer videos of entry and other quirky features of each stay.

      • Profile picture of Gabi Bruckner
        Gabi Bruckner replied 5 months, 2 weeks ago

        Oooooo I enjoy this video tours concept. Even a 3D tour would be cool and convenient.
        When I was making my move to Philly I really enjoyed doing the 3D tours to get a better grasp of an apartment’s layout. Pictures (especially when they’re taking professionally) over-exaggerate. Some people honestly rely on Airbnb to secure like 2-month long housing for work, school, etc. so having a better idea of your temporary home in a video tour would be super helpful.
        Even Google Maps’ street view integration would be sick.

    • Profile picture of Gabi Bruckner
      Gabi Bruckner replied 5 months, 2 weeks ago

      Wow. The accessibility feature is hands down perfect. This is sooooo crucial to so many people who need to filter in handicap accessibility. I know we all are saying this is behind the times, but I honestly don’t think it’s very behind. Yes, hotels have this accessibility feature in place already but there are so many other features Aribnb has introduced in this update that other travel providers do not *have.*
      Good for them, honestly.

  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 6 months, 1 week ago

    Wow! I had no idea this happened, but what a great feature addition on Netflix’s part. Considering the vast profitability that lying in gamification and the gaming industry I think this will be a success. Baking the new gaming features into the subscription model is an interesting decision on Netlfixs part, great for the viewer but I wonder if…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 6 months, 1 week ago

    Great post! I hear adds for BetterHelp all the time on Spotify podcasts, and have always been intrigued by the concept and curious about their company success. I find it very interesting that Dr. Kirby left the practice, and this definitely makes me wary of the application. I think a innovation like this could be highly beneficial for society,…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 6 months, 1 week ago

    Good point Amber! It will be interesting to see how this plays out, I think it could be a big change for ‘Facebook’ as either a growth period or a decline. I understand the need to adjust their audience base, and it seem like a transition like this may be feasible considering the other apps in their house of brand. Yet, it seems like a stretch…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 6 months, 1 week ago

    I have never used Twitch but recognize the platform. I also partook in virtual concerts during lockdown, but don’t think they were shared via Twitch, although I am blanking on the platform now. I am also shocked by that fact, @KathrynLund Do you know how the content compares to other streaming services like Netflix? As far as type of content,…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey wrote a new post, The Importance Branded Communities in a Digital World, on the site Claire Hennessey 6 months, 1 week ago

    As brands become more and more entwined in the lives of their consumers, building communities, establishing networks, and providing much more value than their product, we are seeing a shift in the overall business […]

  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 6 months, 3 weeks ago

    I agree with Julia, were I have doubts that TRUTH will gain popularity to ever live up to the scale Facebook and Twitter hold. Trump has attempted this before, and had minimum success. In regards to Gregs, point I think the echo chamber forces itself to remain small due to the fact that individuals join with the knowledge of the basis of the…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 7 months ago

    Thanks for sharing Gabi! Yes, I use Facebook Groups for lots of things similar to you. I have used it for housing, selling products, event ticket resales, the list goes on. I think the purpose for these groups is most definitely community but I think they have evolved far beyond this. Facebook groups now act as a resource, a source of comedy, on…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey wrote a new post, Mobile Innovation Challenge with $430,000 in Reward, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 7 months, 1 week ago

    The National Institute of Standards and Technology’s Public Safety Communication Research (PSCR) is running a challenge to create a mobile application allowing fingerprint technology in the field for first r […]

    • Profile picture of Alejandra Forero
      Alejandra Forero replied 7 months ago

      Wow how interesting!!

      My only concern with this challenge is that it may not be bringing enough traffic based on their social media interactions. I am wondering how many people who are capable of creating an innovation like this actually know about this opportunity. Here is the link to their hashtag

      https://mobile.twitter.com/search?q=%23mFITprize

      This is a great initiative to drive change in this industry and I hope that their marketing strategy is driving enough traffic to provide them with great submissions. I cannot wait to learn more the outcome of this challenge, it would truly revolutionize first responder agencies!

    • Profile picture of Erin Mihalik
      Erin Mihalik replied 7 months ago

      Interesting post Claire! I agree with Alejandra above, this sounds like a really great opportunity to revolutionize first responder agencies. When reading your post about mobile fingerprinting capabilities, my immediate thought went to the iPhone. I have what some might call an older iPhone (8+) and I chose my phone because I wasn’t quite ready to give up my home button, even when the newer models were already out. I really like the fingerprinting function of the iPhone’s home buttons, and if iPhone already has that tech built into the phone, I think it’s really just a matter of connecting the dots and implementing that tech to the larger mobile screen. I’m not a mobile expert by any means, but I feel certain that this challenge will find it’s solution and someone will be a very lucky winner of $430,000!

    • Profile picture of Steve Witmer
      Steve Witmer replied 7 months ago

      Like Erin, the most experience with fingerprinting technology is also with my iPhone 8. In looking at the website you shared, I now have my eyes open to how this could benefit first responders, especially police officers. It seems as though there are many situations that arise when it is hard to get the true identity of an individual. As far as information architecture, I imagine accessing a federal database will be the main function and I do think this is an appropriate use of mobile technology, because as the site states, there are situations where it can help at risk individuals. Thanks for sharing, Claire!

  • Profile picture of Claire Hennessey

    Claire Hennessey wrote a new post, Innovation for First Responders with the Introduction of Mobile Technology, on the site Claire Hennessey 7 months, 1 week ago

    Adapting current processes to a mobile setting is an innovation that can reap great reward, but it is necessary to consider if the utilization of mobile really is the right choice to improve the purpose at hand. […]

  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 7 months, 1 week ago

    Considering how Twitter has been used over the past two years by people of influence, who most certainly do not tend to think before they tweet, I think this is a great feature! Way to go Twiiter! But like all the new regulation we are seeing in the mobile, social, and search world it is merely a baby step in the right direction. I agree with the…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 7 months, 1 week ago

    Great point Mo! Although the foundation of the NFC process might be more streamlined, at the end of the day what we can do is controlled by our devices. We all know that Apple wants more and more control, keeping processes with the Apple environment.

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 7 months, 1 week ago

    Echoing Aisha’s congrats!!

    I wonder if this change had to do with profitability and competition in the market. I don’t know much about the market but wonder if Bump or Baby Center came before or after the What to Expect App? Maybe they added new features since the time of your last usages that created a more competitive market for ‘What to…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 7 months, 1 week ago

    Continuing on with brands engagement strategies and “listening”, one use case that stood out to me following the Facebook / Instagram outage was a post by E! News. When the sites were down, I admittly had an impulse to keep checking Instagram, even knowing it was still no up and operating. In the act of doing so, I like many users found myself…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 7 months, 1 week ago

    This stands out to me as a clear definition of the companies values and character. Facebook can preach about their work environment and company culture being desirable in the Tech environment, but in my opinion actions like these speak much louder than words.

    This whistler blower news did not come as a surprise to me. This has been speculated…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 7 months, 3 weeks ago

    Thanks for bringing up story, Sean. It really highlights the importance of deliverance when it comes to advertisements. As marketers we understand that this is a key step in the marketing process, but I think a lot of stakeholders may not recognize this, as they simply push for more and more platforms for their brand. On a local scale there is a…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey wrote a new post, The Adaptation of Social Media Expectations, on the site Claire Hennessey 8 months ago

    As mobile marketing and social media become more inserted into our lives, expectations for the content consumers receive are adapting. Consumer demands have changed, and marketers have transitioned to rely on […]

  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 8 months ago

    Daniel thanks for sharing this perspective, I totally agree. Some users might not support this tactic of listening because they don’t want marketers collecting their interests, habits, or data. Personally, for instances like you described I don’t mind if I get a discount!

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 8 months, 1 week ago

    Thanks for bringing up the opposition! I think child influencers come with a lot of fine lines and honestly personally it’s conflicting to me. I am not sure where I morally draw the line but I do feel somewhat of a responsibility to ‘protect’ children from the attention an influencer status must bring.

    Is there regulation for child…[Read more]

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  • Profile picture of Claire Hennessey

    Claire Hennessey posted a new activity comment 8 months, 1 week ago

    I like how you frame technology as a ‘deliverer’ and I think this is well supported in our reading for next week. In the George Westerman article, ‘Your Company Doesn’t Need a Digital Strategy’ he makes a clear point of this. Even stating, “Technology helps you do business differently but the right strategy is not technology focused”. When I read…[Read more]

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