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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
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
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
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
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
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
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
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
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
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 …

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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  • 1. Strategic Social Media Daniel Edward Craig www.reknown.com Twitter @dcraig
  • 2. Ahi, che male!
  • 3. Social media is everywhere
  • 4. “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” John Wanamaker 1838 - 1932
  • 5. Social Media Productivity PRODUCTIVE WASTED PRODUCTIVE WASTED
  • 6. Set Objectives SOCIAL   MEDIA     AWARENESS   REVENUE   GUEST   SATISFACTION  
  • 7. Social media has changed how travelers: 1.  Research trips 2.  Communicate with businesses 3.  Share experiences Image  credit:  references.dnb.com  
  • 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. 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. Hotels  in  Florence,  Italy     PAID   CONTENT     EARNED   CONTENT   OWNED   CONTENT   EARNED   CONTENT  
  • 11. PAID   CONTENT     OWNED   CONTENT   EARNED   CONTENT     Integrated Content
  • 12. Search Reviews Social
  • 13. Prioritize: Reviews vs. Social People go to Facebook to socialize … … and to TripAdvisor to shop.
  • 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. GUEST  SATISFACTION   Revenue management, meet reputation management RATE  
  • 16. Google + Reviews Social
  • 17. Merged Google+ Local Page
  • 18. TripAdvisor + Social
  • 19. My  friends  who  have  been  to  Florence,  Italy     Facebook + Search
  • 20. Facebook + Reviews
  • 21. Website: your social hub
  • 22. Be Transparent
  • 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. Reputation Interdependence TUSCANY   BUSINESSES   ITALY   REPUTATION              
  • 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. Social Media ü Awareness ü Guest Satisfaction ü Revenue
  • 27. THANK YOU Daniel Edward Craig www.reknown.com Twitter @dcraig

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