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The impact of Social Networks / Social Media over the Travel Industry. Conference etourism Gosselies Belgium - 2008 …

The impact of Social Networks / Social Media over the Travel Industry. Conference etourism Gosselies Belgium - 2008

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  • 1. Social Travel
    The impact of Social Networks over the Travel Industry.
    Stéphane Bouchez e-Marketing Strategistwww.stratenet.com
  • 2. Social Travel
    The impact of Social Networks over the Travel Industry.
    Whileyouwere Sleeping
    What about social Travel?
    Create a social Network ?
    Whatdoesthismean for you ?
  • 3. 1
    While you were sleeping
    The consumer’s behaviour has changed … Forever
  • 4. 1
    Too many offers, too much informations, no differentiation
  • 5. 5
    Customer confused by info overload
    What The Customer Wants
    What The Customer Sees
    Google
    OTA
    Travel videos
    Metasearch
    Planner
    Wiki
    Social network
    RSS
    Blog
    3 Week Trip To Mexico For 2
    NiratBhatnagar: Co-Founder
  • 6. 2
    I don’tbelieveyou, I don’t trust you:
    youtry to sellme something.
  • 7. The Level of trust
    76 % of consumersdon’tbelievethatcompaniestell the truth in advertisements(Yankelowich)
    89 % trust the recommandations of otherconsumers in the travelindustry. (ForresterResearch / Intelliseek)
    52 % don’t trust the websitethatsells the travel. (Benchmark group)
    • Customers want informations from people like him.
    • 8. Customers search experienced Travellers, opinions, feedback, recommandations.
  • 3
    Forget your Travel Pack, I want “THE EXPERIENCE”
  • 9. Experience
    « Nous sommes passés d’une logique du prédictif à une logique de l’expérience basée sur l’avis des consommateurs » Guy Raffour.
    Customers wants the same as what he has read from other travellers: the wonderful trip with the all big things.
  • 10. 4
    “I am not Searching for the Lowest Fare” :
    “ I want to Find the Perfect Trip”
  • 11. Price
    Lowestfareisonly important for a part of yourtarget.
    Only 36 % think the priceis the most important (Benchmark Group).
    Customers know that experience cost more, most of the time, he is ready to pay for “THE EXPERIENCE”.
    The perfect trip according to what others have said.
    Example: The success of : www.continentsinsolites.com
  • 12. 5
    After my trip, I might sharemy “Travel Experience”, whatever good or bad, you’ll need to deal with it.
  • 13. Sharing
    6 types of Digital travellers in Europe (forrester)
    Les créateurs (10%) - Ils publient: Blogs, articles, vidéos, photos, …
    Les critiques (19%) – ils contribuent: commentaires sur les produits et services de voyage (forums, wiki, communautés, articles de blogs)
    Les “Collecteurs” (12 %) - ils Tagguent : les pages web, photos, vidéos pour les retrouver.
    Les “Adhérents” (13 %) : ils maintiennent un profil dans les sites de réseaux sociaux, et visitent les sites etourisme 2.0 régulièrement.
    Les “Spectateurs” (38 %): ils lisent les blogs, écoutent les podcasts, regardent les vidéos des autres internautes, lisent les forums en ligne, et lisent les notations des consommateurs.
    Les Inactifs (53 %) : ils ne font rien… pour l’instant.
    http://etourisme.info/article/608/etourisme-20-que-font-les-internautes-europeens
  • 14. So whatBehaviour???
  • 15. 2
    So, what about Social and Travel?
    The consumer has changed… you will have to change …Forever
  • 16. Social ?
    Source: Vibeagent PPT
  • 17. Social ?
    184 million bloggers
    73% of active online users have read a blog
    45% have started their own blog
    57% have joined a social network
    55% have uploaded photos
    83% have watched video clips
    39% subscribe to an RSS feed
    Source: Universal McCann Comparative Study on Social Media Trends April 2008
  • 18. Social ?
  • 19. Social?
    It’s about Participation
    • It canbeaccessed & updated on demand
    • 20. It canbemashed up withother media
    • 21. Itspopularityis transparent
    • 22. It canbeproduced for FREE
    • 23. It canbedistributed for FREE
    • 24. It canbeeasilyshared
    Source: Vibeagent PPT
  • 25. Social?
    It’s about Conversation
    You choose to join … or not
    Source: Vibeagent PPT
  • 26. Social?
    A new way of UnderstandingMarkets
    Source: ClueTrainManifesto
  • 27. Social?
    A Global Phenomenon
    Source: IPSOS INSIGHT
  • 28. Social Traveller ?
  • 29. 1
    2
    Social Travel ? Example
    OnlyFacebook
    Steph & Meg travel to Playa del carmenand update their profiles on Facebook
    Philippe, Frédéric and Vanessa that don’t know each other are in the same Network of Steph & Meg.They are all in Mexico, they decide to meet each other and have a drink
  • 30. 25
    Social Travel ? Example
    CitiesI’vevisited – Facebook / Trip Advisor
  • 31. 1
    2
    Social Travel ? Example
    CitiesI’vevisited– Facebook / TripAdvisor
    Meg travels to Playa del carmenand tags “YaxChe” Restaurant on the Map
    Steph sees the comment while planning a trip to Playa and decides to eat at “Yax-Che”
  • 32. 27
    1
    2
    3
    Social Travel ? Example
    Going Places – Facebook / TripWiser
    Meg travels to Playa del Carmen and uploads a video on Going Places (Tripwiser)
    Steph sees the video while planning a trip to Playa
    Stephlikes the video a lot and puts it on his blog. It is seen by his 1300 daily readers
  • 33. 28
    Social Travel ? Example
  • 34. 29
    Social Travel ? Example
  • 35. 30
    Social Travel ? Example
  • 36. Social Travel Everywhere, any kind
  • 37. 3
    SO HOW CAN I CREATE A Community or SOCIAL NETWORK ?
  • 38. WRONG QUESTION
  • 39. “Communities already exist. Instead, think about how you can help that community to do what it wants to do”
    Mark Zuckerberg
    Source: FuTurLAB PPT
  • 40. UNDERSTAND HOW THEY WORK
    1
    90
    9
    Every community has super-users – high authority, highly active
    Know who they are
    Source: FUTURLAB PPT
  • 41. LISTEN
    Act on their feedback
    Encourage discussion, be a part of it
    Source: FUTURLAB PPT
    http://www.flickr.com/photos/twenty_questions/
  • 42. AND ADD VALUE
    Understand what they are trying to do
    Create tools and content to help them do it
    Interact with them, engage with them, respect them
    Source: FUTURLAB PPT
    http://www.flickr.com/photos/artsyt/
  • 43. 4
    WHAT THIS MEANS FOR THE WAY YOU SHOULD WORK
  • 44. The 4Ps = The future of Online Travel
    Profiles
    Participations
    Platforms
    Personalization« What I want, When and Where I wantit, Recommended by people I know and I trust »
    Source: VibeAgent
  • 45. 5
    END
    Questions?