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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
    • Recap: What is Social Media
    • Business Benefits
    • Social Media Planning Pays
    • Key Steps
    • Social Media Landscape(s) and Staycations
    • Questions
  • 3. What is Social Media?
    • The 3 main components:
      • Applications
        • Features and characteristics
          • Business impact
  • 4. Tourism 2.0
    • Applications
    • Open source
    • Online Applications / Web Services
    • Social Networking Sites
    • Social Content / Bookmarking
    • Blogs and Wikis
    • Podcasts / Vodcasts
    • Virtual Realities
    • Mash Ups
    • RSS Feeds
    • Mobile Web - Internet Telephony
    • Twitter
    • Characteristics
    • Communities and Networks
    • Openness
    • Sharing
    • Peering
    • Hosted Services – online applications
    • The Internet as the platform
    • Interactivity
    • Social Element
    • Mass Collaboration
    • Empowerment
    • Global
    • Business Impact
    • Mindset
    • Business Intelligence
    • Customer Insight and Understanding
    • Customer Interaction
    • Enhanced Customer Experience
    • Reputation Management
    • Sales and Marketing
    • Product Development and R&D
    • IT/Software/Applications
    • Operations and Internal Processes
    • HRM
  • 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.
    • Potential
    • Business Benefits
  • 9. Business Benefits
    • Used effectively, social media can deliver the following business benefits
      • Market/Customer Knowledge & Insight
      • Engagement & Reputation Management
      • Enhanced Customer Experience and Loyalty
      • Sales/Marketing Effectiveness, Efficiency and ROI
      • Operations/ Internal Processes (open source and hosted apps)
    • But the key words are ‘used effectively’............
  • 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.
    • Social Media Planning Pays
  • 12. Moving Forward
    • The key strategic, management and organizational challenges involved in planning, implementing and managing successful social media strategies for sustained business growth
    • ‘ Social Media Planning Pays’……. SM success requires sound planning and the application of professional project management procedures …. but not ‘paralysis by analysis’
    • Ensure that your SM Strategy is fully aligned behind and supportive of your core business goals and objectives
  • 13.
    • Social Media
    • Development Cycle
  • 14. SM Development Cycle
  • 15.
    • Each Step is being covered in detail on our blog at
    • www.energise2-0.com
  • 16. 5 Key Areas
    • External Analysis: Evaluate Your Social Media Landscape
    • Internal Analysis: Evaluate Your ‘Readiness to Engage’
    • Develop Your Social Media Strategy and Action Plans
    • Evaluate Your Social Media Performance and ROI
    • Organization, People and Resource Issues
  • 17.
    • 1.
    • Evaluate your Social Media Landscape
  • 18. ‘ Be Customer Led’
    • Or put another way. Answer 3 key questions:
    • Who are our customers, who do we wish to engage with?
    • Where do we find them ‘hanging out’ on social media?
    • How can we best engage and energise them?
  • 19.
    • The example of:
    • Staycations
  • 20. Define and Understand
    • A staycation is a period of time in which an individual or family stays and relaxes at home
    Source Wikipedia
  • 21. Who are my customers?
    • Individuals that stay at home instead of holidaying overseas
      • UK Families with young children
      • UK Families that can’t afford a foreign holiday (recession)
      • UK Day Trippers
      • UK Weekend Breaks
      • UK City Breaks
      • UK Campers and Caravaners
      • Etc.
  • 22. Where do I find them ‘hanging out’?
    • On Social Media, we find our customers by monitoring relevant conversations using Social Media Monitoring Tools…
  • 23. What’s the “Buzz” re: Staycations?
  • 24. What’s the “Buzz” re: Staycations?
  • 25. What’s the “Buzz” locally?
  • 26. "Weekend breaks"…
  • 27. “ Day trips”…
  • 28. Identify "Day Trip" Communities?
  • 29. Identify "Day Trip" Communities
  • 30. On Facebook…
  • 31.  
  • 32.  
  • 33. Influencers? “Day Trip” + Scotland
  • 34. Experts? "Weekend Breaks"
  • 35.  
  • 36. Followers and other Influencers?
  • 37. Followers and other Influencers?
  • 38.  
  • 39.  
  • 40. Social Media Landscape
    • What your SM Landscape Analysis should help define:
    • The channels, platforms and key sources
    • Relative priorities
    • Potential initiatives
  • 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.
    • 2.
    • Are You Ready to Engage?
  • 43. Readiness to Engage
    • Audit progress made
    • Are you ready
    • Revisit some of the key things to remember
  • 44. Are You Ready to Engage?
  • 45. Are You Ready to Engage?
  • 46.  
  • 47.
    • Key things to remember
    • about Social Media
  • 48. Key things to remember
    • It’s social
      • Online democracy
        • Content provided by the network for the network
      • A fundamental change
        • In online behaviour, expectations and the online customer experience
        • The end of the ‘read only’ internet
      • Conversations already taking place relevant to your business
    • Power shift
      • Social media empowers customers, empowers the network.
        • Recognizing this shift is the cornerstone of future success
      • C2C marketing
    • Declining effectiveness of traditional approaches 
      • Does anyone listen to brand messages anymore?
  • 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
    • Pull v push
      • Consumers / users decide what information they wish to access
    • New ‘mindsets’ are required
      • Marketing as a conversation with your customers/network– dialogue NOT broadcasting
      • But this is something that most of us are not very good at doing. We prefer ‘telling’ people
  • 52. Not good at 2-way dialogue
  • 53. Key things to remember
    • SM ‘winners’ and ‘losers’
      • ‘ 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
    • New performance measures
      • Requires new performance measures, based upon:
        • Quality of your network
        • Relationship strength
        • Ability to leverage
    • Challenges how we use technology:
      • Social media monitoring tools
      • Redefines the concept of a web site
  • 54. Key things to remember
    • The need for new business/marketing models
      • Traditional approach:
        • Product development
        • Differentiate – Market and Promote - Sell
      • New model, based on:
        • Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally
        • Engage and energise
        • ‘ Create the Buzz’
  • 55.
    • 3.
    • Develop Your Social Media Strategy and Action Plans for ‘Getting There’
  • 56. Social Media Balanced Scorecard
    • What is the overall social media vision for your organization?
    • What are the key objectives and targets to be achieved?
    • Who are your customers?
    • Key Actions and Initiatives
    • Organisation, Resource and People Issues
  • 57. Social Media Strategy Map
  • 58.
    • 4.
    • Evaluate Your Social Media Performance and ROI
  • 59. Performance Measurement
  • 60. Performance Measurement
      • Involvement – network/community numbers/quality, time spent, frequency, geography
      • Interaction – actions they take – read, post, comment, reviews, recommendations
      • Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
      • Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
      • Insight – customer insight
      • Impact – business impact
      • Social Media Monitoring Tools –Audit, Assess, Impact
  • 61.
    • 5.
    • Organization, People and Resource Issues
  • 62. Organization, Resource and People
    • Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address.
    • In fact, the exact opposite is true, issues around
      • Organisational mindset and culture
      • Senior management buy-in
      • Roles, responsibilities
      • Policies and guidelines
      • Skills and training
      • Strategy skills and training
  • 63. Concluding points
    • Social media has become too important to ignore
    • Use social media to build strong relationships with:
      • Customers (staycation and others)
      • Partners
      • Suppliers
      • Staff
    • Engage with and Energise your network to become ‘brand advocates’
    • But plan the work and work the plan
  • 64.
    • Continue the discussion at
    • www.energise2-0.com
  • 65.
    • Thank You
    • Questions

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