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Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
Social media and Tourism: Staycation
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Social media and Tourism: Staycation

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Slides presented at Social Media Week Glasgow as part of the Social Media and Staycation seminar (Kelvingrove Art Gallery, Glasgow) …

Slides presented at Social Media Week Glasgow as part of the Social Media and Staycation seminar (Kelvingrove Art Gallery, Glasgow)
20th September, 2011

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  • 1. Social Media and Staycation Tourism Social Media Week Dr. Jim Hamill [email_address] Alan Stevenson [email_address] September, 2011
  • 2. Agenda <ul><li>Recap: What is Social Media </li></ul><ul><li>Business Benefits </li></ul><ul><li>Social Media Planning Pays </li></ul><ul><li>Key Steps </li></ul><ul><li>Social Media Landscape(s) and Staycations </li></ul><ul><li>Questions </li></ul>
  • 3. What is Social Media? <ul><li>The 3 main components: </li></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><ul><li>Features and characteristics </li></ul></ul></ul><ul><ul><ul><ul><li>Business impact </li></ul></ul></ul></ul>
  • 4. Tourism 2.0 <ul><li>Applications </li></ul><ul><li>Open source </li></ul><ul><li>Online Applications / Web Services </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Social Content / Bookmarking </li></ul><ul><li>Blogs and Wikis </li></ul><ul><li>Podcasts / Vodcasts </li></ul><ul><li>Virtual Realities </li></ul><ul><li>Mash Ups </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Mobile Web - Internet Telephony </li></ul><ul><li>Twitter </li></ul><ul><li>Characteristics </li></ul><ul><li>Communities and Networks </li></ul><ul><li>Openness </li></ul><ul><li>Sharing </li></ul><ul><li>Peering </li></ul><ul><li>Hosted Services – online applications </li></ul><ul><li>The Internet as the platform </li></ul><ul><li>Interactivity </li></ul><ul><li>Social Element </li></ul><ul><li>Mass Collaboration </li></ul><ul><li>Empowerment </li></ul><ul><li>Global </li></ul><ul><li>Business Impact </li></ul><ul><li>Mindset </li></ul><ul><li>Business Intelligence </li></ul><ul><li>Customer Insight and Understanding </li></ul><ul><li>Customer Interaction </li></ul><ul><li>Enhanced Customer Experience </li></ul><ul><li>Reputation Management </li></ul><ul><li>Sales and Marketing </li></ul><ul><li>Product Development and R&D </li></ul><ul><li>IT/Software/Applications </li></ul><ul><li>Operations and Internal Processes </li></ul><ul><li>HRM </li></ul>
  • 5. How Big Is It? Source: Search Engine Journal
  • 6. How Big Is It? Source: Search Engine Journal
  • 7. How Big Is It? Source: Search Engine Journal
  • 8. <ul><li>Potential </li></ul><ul><li>Business Benefits </li></ul>
  • 9. Business Benefits <ul><li>Used effectively, social media can deliver the following business benefits </li></ul><ul><ul><li>Market/Customer Knowledge & Insight </li></ul></ul><ul><ul><li>Engagement & Reputation Management </li></ul></ul><ul><ul><li>Enhanced Customer Experience and Loyalty </li></ul></ul><ul><ul><li>Sales/Marketing Effectiveness, Efficiency and ROI </li></ul></ul><ul><ul><li>Operations/ Internal Processes (open source and hosted apps) </li></ul></ul><ul><li>But the key words are ‘used effectively’............ </li></ul>
  • 10. Progress Made (Forrester Research) Early Majority: the coordinating stage. The point where management begin to recognise the risks and rewards of social media with resources and a governance structure being put in place to create a consistent approach across the organization, from ‘distributed chaos’ to a more centralized approach Innovators: empowering their employees. All relevant employees have been trained and empowered to use social media. Early Adopters: the scaling and optimizing stage – from improved processes to more advanced metrics to integration with other marketing activity Late Majority: the testing stage. Companies who are ‘testing the water’ with social media; often with uncoordinated initiatives being launched by different parts of the organisation. This can often lead to ‘distributed chaos’ Laggards: the dormant stage. One in five companies is currently not using any social media. Tend to be highly conservative, heavily regulated, or just not interested Most of us are here
  • 11. <ul><li>Social Media Planning Pays </li></ul>
  • 12. Moving Forward <ul><li>The key strategic, management and organizational challenges involved in planning, implementing and managing successful social media strategies for sustained business growth </li></ul><ul><li>‘ Social Media Planning Pays’……. SM success requires sound planning and the application of professional project management procedures …. but not ‘paralysis by analysis’ </li></ul><ul><li>Ensure that your SM Strategy is fully aligned behind and supportive of your core business goals and objectives </li></ul>
  • 13. <ul><li>Social Media </li></ul><ul><li>Development Cycle </li></ul>
  • 14. SM Development Cycle
  • 15. <ul><li>Each Step is being covered in detail on our blog at </li></ul><ul><li>www.energise2-0.com </li></ul>
  • 16. 5 Key Areas <ul><li>External Analysis: Evaluate Your Social Media Landscape </li></ul><ul><li>Internal Analysis: Evaluate Your ‘Readiness to Engage’ </li></ul><ul><li>Develop Your Social Media Strategy and Action Plans </li></ul><ul><li>Evaluate Your Social Media Performance and ROI </li></ul><ul><li>Organization, People and Resource Issues </li></ul>
  • 17. <ul><li>1. </li></ul><ul><li>Evaluate your Social Media Landscape </li></ul>
  • 18. ‘ Be Customer Led’ <ul><li>Or put another way. Answer 3 key questions: </li></ul><ul><li>Who are our customers, who do we wish to engage with? </li></ul><ul><li>Where do we find them ‘hanging out’ on social media? </li></ul><ul><li>How can we best engage and energise them? </li></ul>
  • 19. <ul><li>The example of: </li></ul><ul><li>Staycations </li></ul>
  • 20. Define and Understand <ul><li>A staycation is a period of time in which an individual or family stays and relaxes at home </li></ul>Source Wikipedia
  • 21. Who are my customers? <ul><li>Individuals that stay at home instead of holidaying overseas </li></ul><ul><ul><li>UK Families with young children </li></ul></ul><ul><ul><li>UK Families that can’t afford a foreign holiday (recession) </li></ul></ul><ul><ul><li>UK Day Trippers </li></ul></ul><ul><ul><li>UK Weekend Breaks </li></ul></ul><ul><ul><li>UK City Breaks </li></ul></ul><ul><ul><li>UK Campers and Caravaners </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  • 22. Where do I find them ‘hanging out’? <ul><li>On Social Media, we find our customers by monitoring relevant conversations using Social Media Monitoring Tools… </li></ul>
  • 23. What’s the “Buzz” re: Staycations?
  • 24. What’s the “Buzz” re: Staycations?
  • 25. What’s the “Buzz” locally?
  • 26. &quot;Weekend breaks&quot;…
  • 27. “ Day trips”…
  • 28. Identify &quot;Day Trip&quot; Communities?
  • 29. Identify &quot;Day Trip&quot; Communities
  • 30. On Facebook…
  • 31.  
  • 32.  
  • 33. Influencers? “Day Trip” + Scotland
  • 34. Experts? &quot;Weekend Breaks&quot;
  • 35.  
  • 36. Followers and other Influencers?
  • 37. Followers and other Influencers?
  • 38.  
  • 39.  
  • 40. Social Media Landscape <ul><li>What your SM Landscape Analysis should help define: </li></ul><ul><li>The channels, platforms and key sources </li></ul><ul><li>Relative priorities </li></ul><ul><li>Potential initiatives </li></ul>
  • 41. Source: The Authors based on Mashable (www.mashable.com) Your Web Presence Listening to Conversations Lurk / Engage in Native Spaces Key Initiative: TripAdvisor Key Initiative: Facebook Key Initiative: LinkedIn Key Initiative: Website
  • 42. <ul><li>2. </li></ul><ul><li>Are You Ready to Engage? </li></ul>
  • 43. Readiness to Engage <ul><li>Audit progress made </li></ul><ul><li>Are you ready </li></ul><ul><li>Revisit some of the key things to remember </li></ul>
  • 44. Are You Ready to Engage?
  • 45. Are You Ready to Engage?
  • 46.  
  • 47. <ul><li>Key things to remember </li></ul><ul><li>about Social Media </li></ul>
  • 48. Key things to remember <ul><li>It’s social </li></ul><ul><ul><li>Online democracy </li></ul></ul><ul><ul><ul><li>Content provided by the network for the network </li></ul></ul></ul><ul><ul><li>A fundamental change </li></ul></ul><ul><ul><ul><li>In online behaviour, expectations and the online customer experience </li></ul></ul></ul><ul><ul><ul><li>The end of the ‘read only’ internet </li></ul></ul></ul><ul><ul><li>Conversations already taking place relevant to your business </li></ul></ul><ul><li>Power shift </li></ul><ul><ul><li>Social media empowers customers, empowers the network. </li></ul></ul><ul><ul><ul><li>Recognizing this shift is the cornerstone of future success </li></ul></ul></ul><ul><ul><li>C2C marketing </li></ul></ul><ul><li>Declining effectiveness of traditional approaches  </li></ul><ul><ul><li>Does anyone listen to brand messages anymore? </li></ul></ul>
  • 49. The traditional approach Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com )
  • 50. No longer works
  • 51. Key things to remember <ul><li>Pull v push </li></ul><ul><ul><li>Consumers / users decide what information they wish to access </li></ul></ul><ul><li>New ‘mindsets’ are required </li></ul><ul><ul><li>Marketing as a conversation with your customers/network– dialogue NOT broadcasting </li></ul></ul><ul><ul><li>But this is something that most of us are not very good at doing. We prefer ‘telling’ people </li></ul></ul>
  • 52. Not good at 2-way dialogue
  • 53. Key things to remember <ul><li>SM ‘winners’ and ‘losers’ </li></ul><ul><ul><li>‘ Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships </li></ul></ul><ul><li>New performance measures </li></ul><ul><ul><li>Requires new performance measures, based upon: </li></ul></ul><ul><ul><ul><li>Quality of your network </li></ul></ul></ul><ul><ul><ul><li>Relationship strength </li></ul></ul></ul><ul><ul><ul><li>Ability to leverage </li></ul></ul></ul><ul><li>Challenges how we use technology: </li></ul><ul><ul><li>Social media monitoring tools </li></ul></ul><ul><ul><li>Redefines the concept of a web site </li></ul></ul>
  • 54. Key things to remember <ul><li>The need for new business/marketing models </li></ul><ul><ul><li>Traditional approach: </li></ul></ul><ul><ul><ul><li>Product development </li></ul></ul></ul><ul><ul><ul><li>Differentiate – Market and Promote - Sell </li></ul></ul></ul><ul><ul><li>New model, based on: </li></ul></ul><ul><ul><ul><li>Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally </li></ul></ul></ul><ul><ul><ul><li>Engage and energise </li></ul></ul></ul><ul><ul><ul><li>‘ Create the Buzz’ </li></ul></ul></ul>
  • 55. <ul><li>3. </li></ul><ul><li>Develop Your Social Media Strategy and Action Plans for ‘Getting There’ </li></ul>
  • 56. Social Media Balanced Scorecard <ul><li>What is the overall social media vision for your organization? </li></ul><ul><li>What are the key objectives and targets to be achieved? </li></ul><ul><li>Who are your customers? </li></ul><ul><li>Key Actions and Initiatives </li></ul><ul><li>Organisation, Resource and People Issues </li></ul>
  • 57. Social Media Strategy Map
  • 58. <ul><li>4. </li></ul><ul><li>Evaluate Your Social Media Performance and ROI </li></ul>
  • 59. Performance Measurement
  • 60. Performance Measurement <ul><ul><li>Involvement – network/community numbers/quality, time spent, frequency, geography </li></ul></ul><ul><ul><li>Interaction – actions they take – read, post, comment, reviews, recommendations </li></ul></ul><ul><ul><li>Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc </li></ul></ul><ul><ul><li>Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking </li></ul></ul><ul><ul><li>Insight – customer insight </li></ul></ul><ul><ul><li>Impact – business impact </li></ul></ul><ul><ul><li>Social Media Monitoring Tools –Audit, Assess, Impact </li></ul></ul>
  • 61. <ul><li>5. </li></ul><ul><li>Organization, People and Resource Issues </li></ul>
  • 62. Organization, Resource and People <ul><li>Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. </li></ul><ul><li>In fact, the exact opposite is true, issues around </li></ul><ul><ul><li>Organisational mindset and culture </li></ul></ul><ul><ul><li>Senior management buy-in </li></ul></ul><ul><ul><li>Roles, responsibilities </li></ul></ul><ul><ul><li>Policies and guidelines </li></ul></ul><ul><ul><li>Skills and training </li></ul></ul><ul><ul><li>Strategy skills and training </li></ul></ul>
  • 63. Concluding points <ul><li>Social media has become too important to ignore </li></ul><ul><li>Use social media to build strong relationships with: </li></ul><ul><ul><li>Customers (staycation and others) </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><li>Engage with and Energise your network to become ‘brand advocates’ </li></ul><ul><li>But plan the work and work the plan </li></ul>
  • 64. <ul><li>Continue the discussion at </li></ul><ul><li>www.energise2-0.com </li></ul>
  • 65. <ul><li>Thank You </li></ul><ul><li>Questions </li></ul>

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