Diego Sartori - citizenM - presentatie Inspiratiedag e-tourism

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Presentatie van Diego Sartori van citizenM zoals gegeven tijdens de Inspiratiedag.

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Diego Sartori - citizenM - presentatie Inspiratiedag e-tourism

  1. 1. user generated content 30-March-2011 @diegosartori
  2. 5. evolution <ul><li>new technology impacting existing technology </li></ul><ul><li>television impacted radio </li></ul><ul><li>cell phones made beepers almost obsolete </li></ul><ul><li>the internet impacted many industries </li></ul><ul><li>newspapers and magazines </li></ul><ul><li>travel Agencies </li></ul><ul><li>music downloads on iPod impacted the recording industry </li></ul><ul><li>social media impacting the way we get and share information </li></ul><ul><li>tripadvisor impacting on hotel purchase </li></ul>
  3. 6. popularity
  4. 7. popularity
  5. 8. user-generated content <ul><li>from content consumers to content producers </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><li>CNN iReport </li></ul><ul><li>Time magazine's 2006 Person of the Year </li></ul>
  6. 9. who do consumers trust?
  7. 10. marketing 1.0
  8. 11. marketing 2.0
  9. 12. what about in travel and hospitality?
  10. 13. citizenM launch September 2007
  11. 14. decision making <ul><li>video </li></ul>
  12. 15. june 2008: citizenM opened at amsterdam airport <ul><li>dozens of movies covering opening appeared on Youtube </li></ul><ul><li>people leave reviews online of their citizenM experience </li></ul>
  13. 16. august 2010: citizenM glasgow <ul><li>opening campaign using social medial tools </li></ul><ul><li>test sleep: 400 rooms in 4 hours </li></ul>
  14. 17. online reputation <ul><li>encourage reviews </li></ul><ul><li>direct people to the appropriate channel or feedback: </li></ul><ul><li>1. tripadvisor for positive feedback </li></ul><ul><li>2. survey link for detailed feedback </li></ul><ul><li>3. hotel Manager for negative feedback </li></ul>1 2 3
  15. 18. Staff & reputation management <ul><li>acknowledge negative review, reply and follow up internally </li></ul><ul><li>ambassadors are rewarded based on online reputation per month </li></ul>
  16. 19. reputation management
  17. 20. wow factor <ul><li>specials </li></ul><ul><li>citizenMag </li></ul><ul><li>content </li></ul>
  18. 21. trip advisor <ul><li>high popularity </li></ul><ul><li>awarded trendiest in the world </li></ul>
  19. 22. @citizenM
  20. 23. community
  21. 24. community
  22. 25. in conclusion <ul><li>unique, friendly, honest, up-to-date, caring </li></ul><ul><li>creating right expectations + wow factor </li></ul><ul><li>staff that share brand values </li></ul><ul><li>follow up on all issues </li></ul><ul><li>people leave reviews online of their citizenM experience </li></ul>
  23. 26. thank you

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