Travel, Life and Happiness

Why do we use Tripadvisor ?

Tripadvisor logo

With a database of over 75 million user reviews and opinions,TripAdvisor is one of the most popular travel review websites. TripAdvisor’s business model is primarily driven by the number of unique visitors to its website and thus an increase in its user base is an important indicator of its future growth. According to comScore, TripAdvisor’s travel community averaged more than 57 million monthly unique visitors in Q3 2o12 and the figure increased by approximately 45% in Q4 2012.

TripAdvisor website screengrab

The total number of unique visitors per month on TripAdvisor’s websites increased from 32 million in 2008 to 62 million in 2012, as per our estimate. In this article we list the factors/ potential threat that support/mitigate our rationale of TripAdvisor’s user base increasing to ~110 million over our review period.




TripAdvisor Snapshot 

  • TripAdvisor is a leading online platform for travel-related reviews with 75+ million user reviews and opinions and 62 million monthly unique visitors
  • Mobile travel spend is expected to cross $2 billion by 2014 – in Q4 2012 TripAdvisor had 45 million monthly unique mobile device visitors, a y-o-y increase of 190%
  • 75% of travelers use social networking sites to look for shopping-related deals and 30% specifically look out for travel deals; 35% of TripAdvisor’s new reviews are derived from its Facebook connected members
  • TripAdvisor’s revenue contribution from international markets, excluding the US and UK, increased from 18% in 2009 to 35% in 2012
  • Fake review concerns, growth in competition from Google and other players as well as low-entry barrier could restrict growth in TripAdvisor’s user base



The Coca-Cola Company

The Coca-Cola Company is the world’s largest beverage company, which offers its consumers nearly 400 brands of non-alcoholic beverage concentrates and syrups . It was founded in 1886 by pharmacist Dr John  Pemberton in Atlanta, Georgia. But nowadays the Coca‑Cola Company is the world’s leading manufacturer, marketer and distributor through the higher beverage dispensing system in the world which operate in over 200 countries at a rate of nearly 1,600 billion servings a day. Together with Coca-Cola, recognized as the world’s most valuable brand, the product portfolio of the company includes 12 other brands with a value of several billion dollars, including Coca-Coca Light, Fanta, Sprite, Coca -Cola Zero, vitamin water, Powerade and Minute Maid.

In Spain, Coca-Cola works with 7 bottlers with 100%Spanish capital and 16 factories, who directly employ more than 5,000 people and serve over 450,000 customers. The Coca-Cola Company in Spain has 56 brands and more than 70 products. This wide range of productsincludes carbonated soft drinks and non-alcoholic, iced teas, juices, waters, sports drinks, energy drinks and new generation products.  The Coca-Cola Company focuses on a series of initiatives to protect the environment, to conserve resources and enhance the economic development of the communities where it operates.

The Coca‑Cola Company’s Mission

  • To refresh the world – in mind, body and spirit
  • To inspire moments of optimism – through our brands and actions
  • To create value and make a difference everywhere we engage

The Coca‑Cola Company’s Values

  • Leadership
  • Passion
  • Integrity
  • Accountability
  • Collaboration
  • Innovation
  • Quality

Coca‑Cola has had a long-standing commitment to responsible marketing for many years, and in 2009 the company set out explicitly what these commitments mean in practice.

The Responsible Marketing Charter (1) is a set of principles that guide Coca-cola’s team entire approach to marketing and establish firm rules for what they should and shouldn’t do. Some of them are:

  • We (Coke Company) don’t market any drinks to children under 12 because we believe parents should choose the drinks that are right for their families. We help parents make informed choices through better consumer information
  • We (Coke Company) will work with an independent consultancy to constantly monitor TV ad placement
  • We (Coke Company)  do not have direct commercial agreements with primary schools and are only in secondary schools by invitation
  • We (Coke Company) will not associate ourselves with cinema films where the core audience is under

But also, as in the Coca-cola Company’s official web said: “We’ll also continue to have a dialogue with consumers and other stakeholders on responsible marketing, to ensure we keep delivering a wide variety of great quality drinks” (2). Meaning that the Company will be in touch with its customers to get comments, suggestions and complaints about Coca-Cola with the aim of improve its products consequently increase its consumption. Therefore we can find different ways to contact with the company. Firstly in Facebook, The coca-cola company has more than  51 millions of “Like-s”. It’s “fan page” is considered one of the most  successful page of the social network, Facebook, ranks 10th in number of followers. But why this success? That’s because one of the aims that Coca-Cola Company persues and promises is the “Happiness” to its customers, and also, thanks for some solidarity mobilizations which make the followers stop being audience, but content generators. Therefore, since 2010 Coca-cola Company has spent 6.6% less than 2009 on TV ads

The Coca-Cola company has more than 51 millons of “Fans”

With the same strategy, the successful promotions in the second more used social network by Coca-Cola Company, Youtube  has Coca-Cola amassed 146 million views. Of that, the U.S. company created only 26 million videos with your own content and were consumers who brought 120 million visits with home videos to collaborate.

But as I said before, Coca-cola also has other social medias where is present. Social medias like in Twitter, which there is a Coca-cola account created on June of 2010 for customers from Spain named @CocaCola_es, and until today has gathered more than 50.000 followers. Furthermore, in Tuenti the north American company has more than 400.000 followers, therefore we cannot say that Coca-cola does not have a strong presence in social medias. In its official web page, we also find all its news and developments, which later will be distributed through it social medias. Most of them developments are contests and promotions which makes consumers interact with each other and with the company and then increase the consumption of Coca-cola; because Coca-cola is always listening to its customers, it receive them message and it send the same message to all its followers, making the company the principal via of them interactions. Is important to highlight some promotions like “the Happiness Machine”, which was present in more than 20 countries, “Coca Cola Village” which the main via of communication between its participants was through social medias.

To sum up, is really important that large companies like Coca-Cola are present not only in TV ads or advertisements but also on the Internet have strong presence in many social medias that make us (the customers) the principal purpose of them different sales strategies. Because nowadays most of us we are present in any social media and the best way for these companies to find and reach us is through social networks. Therefore, companies like Coca-Cola, has invested more in social medias promotions than at any sites to market them products and  become the principal sellers of the products.


Hermès, France

Thierry Hermès(1801-1878) , founder of fashion house, was established in Paris as a harness making shop in 1837,  transforming his name into one of the most prestigious luxury brands in the history of fashion: Hermès. Therefore the logo of Hermès brand it’s a horse-drawn carriage (pic 1).

(pic 1)

The line was expanded during the late 1879 by his son and successor, Charles-Emile Hermes to include the manufacture of saddles. During this period a new retail location was opened near the Palais de l’Elysee. Hermes Fashion House is specialized in a variety of products, including ready-to-wear clothing, leather goods and accessories and perfumes. At the retirement of Charles-Emile, his sons Adolphe and Emile-Maurice assumed leadership of the company. They chose to rename it to Hermes Freres. By this time they were already selling saddles to customers as far abroad as Russia and Asia.

Was Emile-Maurice who became the first man to introduce the zipper in France, and obtained exclusive rights to its use in leather clothing and accessories. In 1922 the company introduced its first handbags, and in 1924 they secured a foothold in the United States. 1929 saw the release of the first women’s fashion apparel collection in Paris. Hermes is known for the “Kelly Bag” (pic 2) which Grace Kelly made world famous in 1956. The bag, was actually manufactured much earlier in 1930. In the 1930s they added the now famous Hermes scarf to their product line, and set up a dedicated scarf factory in 1937. More new products were released over the next few years, including silk ties in 1946 and perfume in 1949.

Emile-Maurice died in 1951, to be succeeded by Robert Dumas-Hermes. Dumas was related to the family by marriage only and thus incorporated the Hermes name into his own. Robert was responsible for the introduction of the Hermes Tie, the Beach towel and the Perfumes. Hermes ties are the most coveted in the world and command prices from $160.00 to nearly $300.00 each. Today Hermes sells in excess of one million ties annually, representing 10% of their annual sales. When Robert died in 1978 he was succeeded by his son Jean-Louis Dumas-Hermes. Jean-Louis is the definitive hands on Chairman. He travels the world extensively, bringing back ideas that are incorporated into every aspect of Hermes product development. During the 1990s, Hermes continued to expand their product line, venturing successfully into crystal and porcelain tableware.

Hermes has clients include such celebrities as Paris Hilton, Nicole Kidman, Julianne Moore, Elle MacPherson, Elizabeth Hurley and Madonna (pic 3).

(pic 2)

(pic 3)

Being a company of this size, Hermès has different ways to sell them products. Firstly, if you want to get Hermès products, it’s easy if the product that you want is not the Birkin or Kelly bag. If so, the most convenient is surfing in its web page Hermès, where you will find all them products as well as perfumes, some leather products or ready-to-wear. Buying on-line, the customer has the same right as if he/she buy in an official Hermès stores. Customers can return the products that once have got and then return them money back if they are not satisfied with the purchase. Also sometimes, buying on-line you can get special offers with special discounts to buy in the web page.

On the other hand, you can buy Hermès products in them stores which are distributed around the whole world. The inconvenient that you could find buying in stores is that sometimes the shop could not have the products that you are looking for. Because in the shops they have a limit of products, meaning that they are not allow to have more quantity than permitted for security.

But as I told before, Kelly and Birkin bag are not so easy to get. These bags have waiting lists and if you want one, firstly you have to enter to the list, because if not, you cannot buy them in stores neither in the web page. Sometimes, waiting lists reach period of time up to two years and them price could be more than 100.000€ each.

But nowadays, which luxury brand haven’t got social networks account? Hermès is not far behind to be in touch with them clients. Hermes Fashion House has recently created a Tumblr account to post its latest news and also, where Hermès House Tumblr’s followers can comment and share news to them friends. Last but not least, you can find Hermès House in other social networks like FacebookGoogle+Youtube and Pinterest.  Just following them, you can find the latest of Hermès Fashion House, them new products and them special offers and how is going in Hermès House.

To finally, I have to say that being such a big business like Hermès House, is really difficult to control and serve the demand of customers. Therefore, thanks for the internet such as its web page, Hermès is growing up hence is present in all over the world selling them products and promoting its consumption. Because, having so many social networks, is really easy to show and inform the people about the latest in the House such as its products and consequently its customers can have the choice to get them in the official web page. So as we can see, luxury brands like Hermès follow the latest innovations to spread them products.

In my own opinion, buying on-line is really comfortable because in the web page of the shop we can find all its range of product and also sometimes you can find products in stock that in stores are not. And also we do not have to forget that some luxury brands like Hermès is not in every country, meaning that some small countries doesn’t have any Hermès stores, so people can buy them products in its web page. This is a real good solution to those who want an special thing that in stores are not, but on-line and very easily can buy  it.


Shop strategy post



CD world,  the best way to buy-

Are you looking for Jazz music? Or better, Country music? CD World is a new generation;  a new way to get the latest music from the whole world. In CD World, customers command, decide and pursache the best quality and price in the market. But, we got something that other CD seller do not do: What?

We send our customers the MP3 format copy of them new CD for free as soon as its payment has been made. Therefore, Our customers do not have to wait for the shipping to enjoy them new music. This is an exclusive advantage in CD World that other on-line companies  like Amazon (1) do not do. They just send them products without any offer and they have a too long shipping time, which comes from 7 to 15 days and sometimes, the shipping price is more expensive than the CD itself; In foreclosure, Our shipping time comes from 2 to 5 days, and also, for our music lovers,  we give them away “CD cleaners” for orders over 30€ and do not forget that all orders that you make with us, are free cost shipping!.

So you only have to contact us and we will look the CD for you and send it to you without  any commitment.


Dear shoppers, do not hesitate to contact with Us if you are thinking about getting the new CD of Taylor Swift or because  soon you will have a birthday of your best friend and you don’t know what should you gift her/him; in that case, we have a solution ! Give away music CDs of artist that she or he will love and you will never regret to have done it. Because buying in CD World is such an easy thing that you will repeat with us. To get / buy the CD that you want, you just have to contact us via Twitter. Firstly, you have to follow us in Twitter, finding @CD world. Then you can send us a message via Twitter telling us the artist, the single or all the detail ,that you think that is relevant, of the CD but remember that before anything you have to subscribe in the list  CD world (that is in our twitter account). In addition, there is an another way to contact us! Just hastag in your twitter state with #CDworld and we will contact you as soon as possible.

But there are more advantages in CD World because if you are bored of your old CDs don’t throw it away ! We will pay for it. You can sell your old music because we buy all format of music. Vinyl format music or cassettes but with a  condition that all of them have to be in good conditions.

But we have more for our customers! Just be attentive to our Twitter account because every Wednesday we give our customers away discount codes to buy in CD World. Some of them can reach 70% discount for purchases over 50€!!

Therefore, do not forget that CD World is always finding and selling the latest music CDs, because the CD that you are looking for, we got it.


In conclusion, this business is one of the best way to sell music and to avoid hacks, because they sell the same thing in two different format. CD World sell authentic music in CD format and it also send to its customers the MP3 format of the CD to have it in the mobile phones or MP3s. This new method of selling music is the best ever in the market. Customers do not have to leave them home to get the latest singles, they just have to
“click” and they will get it.  CD World’s customers only have to follow its Twitter and they will get special discount to buy CDs. But also, CD World business buy old CDs. So without leaving home them customers can buy and sell CD and Music.


The importance of good conduct


Nowadays is really easy to comment or post in a blog our own opinion. Thanks for the Internet, we can be in touch with the latest news, and also we have thousands and thousands blogs where we can leave our comment and self opinion. So it is very important what are you commenting on those blogs because them are publics and everyone can see it, as well as if you had your personal blog, where others can see and leave a comment, so you should be alerted about what they comment and how them do it to avoid any misunderstanding.

First of all to begin with, I have to highlight the importance of having a blog. A blog needs dedication and occasionally (meaning almost always) needs to be revised to avoid having any inconvenient things like follower’s violent comment or pictures. Therefore,   we have to take responsibility for our own words and for the comments we allow on our blog so it’s the same if we say that if someday we believe someone who has left his/her comment in our blog and it is unfairly attacking another, we should take action and prevent the occurrence. For example, it is unacceptable if it contents threats, abuses and violent voices. As well as if someone violates an obligation of confidentiality or the privacy of others. Is desirable for the author of the blog to restrict, more or less, the users and them action and movements in the blog, thus it is easier to control any inconvenient and uncomfortable states. It is also likely to avoid anonymous comment, because if not, you will be the only guilty of any problems although you do not know anything about it.

So having in mind these advices, we might know what to do before and after creating a new blog. Because the freedom of expression is very important, but always respecting other opinions and points of view.

On the other hand,  Tim O’Relly , the founder of O’Reilly Media, also has summarized some of his chief takeaways from the discussion so far and then, he added his extended comments. For example, he proposed the poor choice of the “badges”. Here is the simply idea for a shorthand mechanism akin to that provided by Creative Commons for sites to state their copyright polices. And some suggestion of some moderation mechanism that are better than policy. Slashdot’s moderation system may also be a good model as well. He highlight the importance of a  modular code of conduct. You can propose your own list of modular axioms that a site might want to assert about it policies.

Here ir a video if the Tesis of Tim O’Relly.

Bibliography 1

Bibliopraphy 2