eTravel 2011 - John Meulemans - 3sixtyfive

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eTravel 2011 - John Meulemans - 3sixtyfive

  1. 1. De Impact van Social Media op travel E m e r c e e Tr a v e l 09|06|11 C O P Y R I G H T 3 S I X T Y F I V E B . V.
  2. 2. HITHEREd s i flet me see some han
  3. 3. YOU’REINTHE travel business
  4. 4. YOU’REUSING facebook pages
  5. 5. YOU’REUSING twitter
  6. 6. YOU’REUSING foursquare
  7. 7. YOU’REMAKING money with that
  8. 8. ABOUT MEBRIEF INTRO online & social dino ;-) IBM - DoubleClick - Urbanology
  9. 9. CUSTOMERS
  10. 10. MANAGEMENT John Meulemans Nicole Niemann Paolo Martorino Strategy & technology Strategy & business development Strategy & concepts Managing Partner Managing Partner Managing Partner S P E C I A LT I E SSocial Analyst Project Leader Strategy Director Social Media SpecialistAccount Director Digital DeveloperCreative Director Webcare Specialist User Experience Designer D I S C I P L I N E SSocial Identification Social Social Social InternalMonitoring Influentials Strategy Alignment Programs Embedding
  11. 11. @j0hn #etravel @weare3sixtyfive
  12. 12. impact social media on travel
  13. 13. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  14. 14. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  15. 15. TRUST P L E B E L I E V E C O M PA N I E S L I E I N A D S * 76% OF PEO They rather check Zoover, Cheqqer, Tripadvisor or some other reviewsite. Friends are still trusted and Word of Mouth is more powerful than ever.* EDELMAN TRUST BAROMETER 2009
  16. 16. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  17. 17. TRANSPARENCYTHANK YOU GOOGLE Anything can be found online about any brand.
  18. 18. TRANSPARENCYOR SOME REVIEWSITE
  19. 19. TRANSPARENCYOR SOME REVIEWSITE
  20. 20. TRANSPARENCYOR SOME REVIEWSITE
  21. 21. TRANSPARENCYOR SOME REVIEWSITE
  22. 22. TRANSPARENCYOR SOME REVIEWSITE
  23. 23. TRANSPARENCYOR SOME REVIEWSITE
  24. 24. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  25. 25. REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTI
  26. 26. REALTIMEO N W E B I S C O M I N G T O O AND THE INTENTIDUTCH GOVERNMENT NOT ON THE #MOERDIJK SCENE.
  27. 27. REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTI 3h of twitter conversationssuper bowl vs osama bin laden
  28. 28. REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTISometimesrealtime isnot enough
  29. 29. REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTISometimesrealtime isnot enough
  30. 30. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  31. 31. THEE EXPECTATION GAPPEOPL EXPECT MORE
  32. 32. THE I P E C H O E F F E C T THE TR EXPECTATION GAP The lasting effect after a holiday through post on Flickr, Tripadvisor, Foursquare,Youtube, Facebook etc...* T R AV E L 2 . 0 C O N S U LT I N G G R O U P
  33. 33. THE I P E C H O E F F E C T THE TR EXPECTATION GAP* T R AV E L 2 . 0 C O N S U LT I N G G R O U P
  34. 34. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  35. 35. FACEBOOKT H E N E W I N T E R N E TIT MIGHT EVEN BE 700M+ users Europe biggest: 205M50% logs in every day 55 min per day (avg) Mobile users 250M 130 friends (avg)
  36. 36. FACEBOOK A C C O U N T S F O R 3 8 % O F S H A R I N G S T U D Y: F A C E B O O K TRAFFIC ON THE WEB Facebook makes up 56% of all shared content (up from 45 percent in August, 2010)* SHARE THIS: 2011
  37. 37. FACEBOOK AT T H E A S I A N T R AV E L M A R K E T * L E T ’ S TA K E A L O O K* E Y E F O R T R AV E L : 2 0 1 1
  38. 38. FACEBOOK AT T H E A S I A N T R AV E L M A R K E TL E T ’ S TA K E A L O O K
  39. 39. FACEBOOK AT T H E A S I A N T R AV E L M A R K E TL E T ’ S TA K E A L O O K Hotels have individual pages under the brand umbrella Airlines have multiple pages aimed at different geographic markets
  40. 40. sohow do youit deal with
  41. 41. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  42. 42. TRUSTN C E R S I N O R D E R T O G A I N T R U S T USE INFLUETrust is a fragile thing, better leave it to the experts. 70% of people trust experts more than friends. (Source: Edelman Trust Barometer 2011) Involving influencers can mean extra coverage around products, more traffic and more credibility.
  43. 43. TRUSTN C E R S I N O R D E R T O G A I N T R U S TUSE INFLUE Nothing new here... yawn... Check video: http://www.youtube.com/watch?v=gCMzjJjuxQI
  44. 44. TRUST N T I C P R O M O T I N G N E W D E S T I N AT I O N SV I R G I N AT L A
  45. 45. INFLUENCERS & HOTSPOTSHOTSPOTS Hotspots are the most influential websites where your target audience come to talk about your brand, products or market. Hotspots are the perfect starting point to reach and engage them. It’s a means to communicatie more effectively.
  46. 46. INFLUENCERS R& HOTSPOTSHOW TO USE INFLUENCE S
  47. 47. INFLUENCERS R& HOTSPOTSHOW TO USE INFLUENCE Stesting destinations vip events create buzz drive salespublish breaking news credibility
  48. 48. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  49. 49. TRANSPARENCYE I TIT’S HERE: BETTER EMBRAC The solution: improve your product or service and get people to talk about it
  50. 50. TRANSPARENCYE I TIT’S HERE: BETTER EMBRAC Remember me? Stimulate reviews
  51. 51. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  52. 52. REALTIME T H E W E BBETTER MONITOR A good conversation starts with listening. #buzz - Share of Voice - Sentiment - Trends
  53. 53. REALTIME T H E W E BBETTER MONITOR Check video: http://www.youtube.com/watch?v=InrOvEE2v38
  54. 54. REALTIME T H E W E B BETTER MONITOR After listening comes talking Reactive vs proactive* T R AV E L 2 . 0 . C O M
  55. 55. REALTIMEI N G ( O N F A C E B O O K ) ABOUT RESPOND Kudos for KLM Average response rates are 5% - 10% Loser > BT: They closed their facebook page! It’s no monologue... Loser > Ryan Air: They don’t even run their own facebook pages...* SOCIALBAKERS.COM
  56. 56. THEI VTHING NWITH SENTIMENTN E G AT E S E N T I M E T fix the facts choose the channel trolls & haters don’t delete comments be transparent
  57. 57. THEI VTHING NWITH SENTIMENTN E G AT E S E N T I M E T
  58. 58. THEV E S E N T I M E N WITH SENTIMENTPOSITI THING T amplify (RT) show appreciation use reviews refer to reviews open discussions
  59. 59. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  60. 60. THE EEXPECTATIONNGAP Y M O R ESERVIC : NOT JUST A COST CE TER AN Welcome to the Thank You economy
  61. 61. THE EEXPECTATIONNGAP Y M O R E SERVIC : NOT JUST A COST CE TER ANIT’S ABOUT SOLVING PROBLEMS.
  62. 62. THE EEXPECTATIONNGAP Y M O R E SERVIC : NOT JUST A COST CE TER ANHAPPY CUSTOMERS COME BACK.
  63. 63. BE REMARKABLE: ZAPPOS GETS IT.
  64. 64. CUSTOMER SUPPORT GETS ITS THANK YOU DEPARTMENT.
  65. 65. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  66. 66. FACEBOOKSOME DIRECTIONS1 WHY SHOULD I LIKE YOU2 CUSTOM LANDINGPAGE3 REACT & REWARD4 TEASE & DISCUSS5 USE APPS & IFRAMES6 CONTESTS & QUIZZES7 DON’T OVERDO IT
  67. 67. FACEBOOK N C O U R A G E L I K E SSOME EXAMPLES: E Custom welcome tabs convert almost 2X better than just your Facebook wall
  68. 68. FACEBOOK N C O U R A G E L I K E SSOME EXAMPLES: E
  69. 69. FACEBOOK A C E B O O K P L A C E SSOME EXAMPLES: F
  70. 70. FACEBOOKF R A M E SSOME EXAMPLES: I
  71. 71. FACEBOOK E A C T & R E W A R DSOME EXAMPLES: R
  72. 72. FACEBOOK P P S & I N T E R A C T I V E P R O M O T I O N SSOME EXAMPLES: A Try Wildfire
  73. 73. FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Try Involver
  74. 74. FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Twitter app
  75. 75. FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Youtube app
  76. 76. two morethings to remember
  77. 77. BE YTHE FIRST(forget shareholders)I T PA S O F F Check video: http://www.youtube.com/watch?v=pqHWAE8GDEk
  78. 78. BE YREMARKABLEI T PA S O F F
  79. 79. businesscard =facebookengagementreport 2011
  80. 80. thank “If you already experimented with social media and it didn’t work, there are only two possible reasons: Your product or serviceyou isn’t any good or you’re doing it “you’re doing it wrong.” Quote: @garyvee John Meulemans Twitter: @j0hn

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