Strategic
Social Media
Daniel Edward Craig

www.reknown.com
Twitter @dcraig
Ahi, che male!
Social media
is
everywhere
“Half the money I
spend on advertising
is wasted.
The trouble is I don’t
know which half.”
John Wanamaker
1838 - 1932
Social Media Productivity

PRODUCTIVE

WASTED

PRODUCTIVE

WASTED
Set Objectives
SOCIAL	
  
MEDIA	
  	
  
AWARENESS	
  

REVENUE	
  

GUEST	
  
SATISFACTION	
  
Social media has changed how
travelers:
1.  Research trips
2.  Communicate with businesses
3.  Share experiences

Image	
 ...
Who do you trust?
Recommendations from people I know

Trust Completely/
Somewhat
92%

Don’t Trust Much/
At All
8%

Consume...
Integrate Content
1.  Paid: high control, low influence
–  display ads, cost-per-click, OTA listings

2.  Owned: high cont...
Hotels	
  in	
  Florence,	
  Italy	
  	
  

PAID	
  
CONTENT	
  	
  

EARNED	
  
CONTENT	
  
OWNED	
  
CONTENT	
  

EARNED...
PAID	
  
CONTENT	
  	
  
OWNED	
  
CONTENT	
  

EARNED	
  
CONTENT	
  	
  

Integrated
Content
Search
Reviews
Social
Prioritize: Reviews vs. Social
People go to
Facebook to socialize
…

… and to TripAdvisor
to shop.
Reviews drive revenue
Cornell Research 2012
•  A 1% increase in review
score leads to average 1%
increase in revPAR
•  If ...
GUEST	
  SATISFACTION	
  

Revenue management,
meet reputation management

RATE	
  
Google + Reviews
Social
Merged Google+ Local Page
TripAdvisor
+ Social
My	
  friends	
  who	
  have	
  been	
  to	
  Florence,	
  Italy	
  	
  

Facebook
+
Search
Facebook
+
Reviews
Website: your social hub
Be Transparent
Manage Expectations
EXPECTATIONS

IMPRESSION

TYPE OF CUSTOMER

FAIL TO MEET

DISSATISFIED

DETRACTOR
- won’t come back
- ...
Reputation Interdependence
TUSCANY	
  

BUSINESSES	
  

ITALY	
  

REPUTATION	
  
	
  	
  	
  	
  	
  	
  
“It's such a great advantage to
promote a brand that is already liked
by many in the world. The opposite
scenario could be...
Social Media
ü Awareness
ü Guest Satisfaction
ü Revenue
THANK YOU
Daniel Edward Craig

www.reknown.com
Twitter @dcraig
DANIEL EDWARD CRAIG - Strategic Social Media - BTO Buy Tourism Online 2013 - Visioni
DANIEL EDWARD CRAIG - Strategic Social Media - BTO Buy Tourism Online 2013 - Visioni
DANIEL EDWARD CRAIG - Strategic Social Media - BTO Buy Tourism Online 2013 - Visioni
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DANIEL EDWARD CRAIG - Strategic Social Media - BTO Buy Tourism Online 2013 - Visioni

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BTO - Buy Tourism Online
Day TWO
4 dicembre 2013
Daniel Edward Craig
http://www.buytourismonline.com/eventi/craig/

Torna a BTO – Buy Tourism Online dopo due anni Daniel Edward Craig per parlarci di Social Reputation.

C’è un detto in pubblicità che la metà dei soldi sono sprecati, solo che non si sa quale metà.

Lo stesso si potrebbe dire dei social media.

In questa sessione cercheremo di tagliare i rumori di fondo e concentrarsi sulle strategie per sfruttare il potere dei social media, per aumentare consapevolezza, soddisfazione dei clienti e revenue.

Introdurremo le novità sui social media e SEO, le ultime da TripAdvisor e Facebook, gestire le aspettative, i social media come canale di servizio clienti, e misurare il ROI.

Speech VISIONI:
Daniel Edward Craig
Founder Reknown

Intervista a Daniel Edward Craig:
RJ Friedlander
Founder & CEO ReviewPro

Emma Taveri
BTO – Buy Tourism Online 2013

Published in: Education, Technology, Business
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DANIEL EDWARD CRAIG - Strategic Social Media - BTO Buy Tourism Online 2013 - Visioni

  1. 1. Strategic Social Media Daniel Edward Craig www.reknown.com Twitter @dcraig
  2. 2. Ahi, che male!
  3. 3. Social media is everywhere
  4. 4. “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” John Wanamaker 1838 - 1932
  5. 5. Social Media Productivity PRODUCTIVE WASTED PRODUCTIVE WASTED
  6. 6. Set Objectives SOCIAL   MEDIA     AWARENESS   REVENUE   GUEST   SATISFACTION  
  7. 7. Social media has changed how travelers: 1.  Research trips 2.  Communicate with businesses 3.  Share experiences Image  credit:  references.dnb.com  
  8. 8. Who do you trust? Recommendations from people I know Trust Completely/ Somewhat 92% Don’t Trust Much/ At All 8% Consumer opinions posted online 70% 30% Editorial content such as newspaper articles 58% 42% Branded websites 58% 42% Emails I signed up for 50% 50% Ads on TV 47% 53% Brand sponsorships 47% 53% Ads in magazines 47% 53% Bilboards and other outdoor advertising 47% 53% Ads in newspapers 46% 54% Source:  Nielsen  Global  Trust  in  Adver6sing  Survey  2012  
  9. 9. Integrate Content 1.  Paid: high control, low influence –  display ads, cost-per-click, OTA listings 2.  Owned: high control, low influence –  brand website, Facebook page, Twitter feed 3.  Earned: low control, high influence –  user-generated reviews, photos, videos, media coverage, blogs, social endorsements
  10. 10. Hotels  in  Florence,  Italy     PAID   CONTENT     EARNED   CONTENT   OWNED   CONTENT   EARNED   CONTENT  
  11. 11. PAID   CONTENT     OWNED   CONTENT   EARNED   CONTENT     Integrated Content
  12. 12. Search Reviews Social
  13. 13. Prioritize: Reviews vs. Social People go to Facebook to socialize … … and to TripAdvisor to shop.
  14. 14. Reviews drive revenue Cornell Research 2012 •  A 1% increase in review score leads to average 1% increase in revPAR •  If hotel increases review score on Travelocity by 1 point (on 5-point scale), it can increase rate by 11.2% without affecting demand
  15. 15. GUEST  SATISFACTION   Revenue management, meet reputation management RATE  
  16. 16. Google + Reviews Social
  17. 17. Merged Google+ Local Page
  18. 18. TripAdvisor + Social
  19. 19. My  friends  who  have  been  to  Florence,  Italy     Facebook + Search
  20. 20. Facebook + Reviews
  21. 21. Website: your social hub
  22. 22. Be Transparent
  23. 23. Manage Expectations EXPECTATIONS IMPRESSION TYPE OF CUSTOMER FAIL TO MEET DISSATISFIED DETRACTOR - won’t come back - may warn others to stay away MEET SATISFIED PASSIVE - might come back - might recommend EXCEED VERY SATISFIED ADVOCATE - will come back - will recommend
  24. 24. Reputation Interdependence TUSCANY   BUSINESSES   ITALY   REPUTATION              
  25. 25. “It's such a great advantage to promote a brand that is already liked by many in the world. The opposite scenario could be devastating.” Rahman M. Destination Iran
  26. 26. Social Media ü Awareness ü Guest Satisfaction ü Revenue
  27. 27. THANK YOU Daniel Edward Craig www.reknown.com Twitter @dcraig
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