Social media in hospitality


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Social media in hospitality

  1. 1. Social Media in Hospitality<br />HFT3444<br />
  2. 2. What is Social Media?<br />
  3. 3. Definition of Social Media<br />Social Media can take many different forms, including Internet forums, weblogs, social blogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. 1<br />1<br />
  4. 4. What is social media and Web 2.0?<br />Harnessing collective intelligence<br />Trusting consumers as co-developers<br />Engaging consumer experiences<br />Participation<br />Trust economy<br />Word of mouse<br />
  5. 5. The old vs. the new<br />
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  7. 7. Shared Knowledge<br /><ul><li>Web 2.0 is a way of thinking about how knowledge is created, shared, managed, and leveraged using technology.</li></li></ul><li>Web 1.0 vs. Web 2.0<br />Web 1.0 was about reading<br />Web 2.0 is about writing<br />Web 1.0 was about owning<br />Web 2.0 is about sharing<br />Web 1.0 was about companies<br />Web 2.0 is about communities<br />Web 1.0 was about home pages<br />Web 2.0 is about blogs<br />Web 1.0 was about portals<br />Web 2.0 is about RSS and syndication<br />Web 1.0 was about taxonomy<br />Web 2.0 is about “tags” and folksonomy<br />Web 1.0 was about Netscape<br />Web 2.0 is about Google<br />Web 1.0 was about wires<br />Web 2.0 is about wireless<br />Web 1.0 was about dialup<br />Web 2.0 is about broadband<br />Adapted from<br />
  8. 8. Social media is a conversation between people… <br />Supporters Participants Audiences<br /> Donors Opinion Leaders<br />The conversation is NOT controlled…<br />Not organized…<br />Not on message…<br />
  9. 9. SOCIAL MEDIA USE IS GROWING<br />184 million bloggers<br />73% of active online users have read a blog<br />45% have started their own blog<br />57% have joined a social network<br />55% have uploaded photos<br />83% have watched video clips<br />39% subscribe to an RSS feed<br />Source: Universal<br />
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  12. 12. Figure 8.1<br />The emergence and rise of mass social media.<br />(Source: Hinchcliffe, D., Web 2.0 Blog,<br />
  13. 13. Why Now?<br />Better access to technology for the average user – higher speed Internet connections, faster computers, better cell phones, etc<br />Millennials are known as “digital natives,” having lived with the internet all of their lives.<br />Young people are beginning to expect and demand their employers and others to use online media to recruit, communicate, engage, and manage knowledge.<br />Those who use technology will outlast those who don’t.<br />
  14. 14. Why does it matter?<br />Web 2.0 and social media technologies are about connecting people information and each other so they can better create and collaborate. <br />Information sharing.<br />Risk reduction<br />Web 2.0 and social media technologies will help strengthen and enhance traditional communicationstrategies.<br />
  15. 15. What am I missing out on?<br />Viral nature of Web 2.0 and social media technologies<br />Improved customer service<br />Increased storytelling<br />
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  20. 20. Enterprise Social Network Interfaces<br />Utilize existing social networks<br />Create in-house network & then use as employee communication tool & form of knowledge management<br />Conduct business activities<br />Create services<br />Create and/or participate in social marketplace<br />
  21. 21. Web 3.0<br />The Web 3.0is the next paradigm shift of the internet taking the best of web 2.0, including rich internet applications and social media, and bringing them to mobile devices. Information is searched for, filtered, personalized and delivered to end users based on preferences, biofeedback and location. 1<br />1<br />
  22. 22. Definition of the Semantic Web<br />Semantic Web is an evolving extension of the web 3.0 where information is tagged in relation to use and context so that it and similar information can be delivered more effectively to humans and machines <br />
  23. 23. Location Enabled Social Media<br />
  24. 24. Google Latitude<br />
  25. 25. Case Study: Loopt<br />Loopt, Flagr, Whrrl, Buzzd, Zhiing, Urban Spoon<br />
  26. 26. Case Study: Zhiing<br />
  27. 27. LBS<br />Location Based Services (LBS) information services accessible with mobile devices through a mobile network and based on location <br />
  28. 28. LBE Frameworks + Content<br />
  29. 29. LBE Framework Case Study: viaPlace<br />
  30. 30. Types of Location Based Experiences<br /><ul><li>Restaurant Guides and User Comments
  31. 31. Transportation Information
  32. 32. Golf and Recreation mapping
  33. 33. Historical and Tours
  34. 34. Real Estate Home Buying</li></li></ul><li>
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  36. 36. Issues For Social Network Services <br />Lack of privacy controls<br />Inappropriate language translations among countries<br />Fierce competition for users<br />Prey to illegal activities<br />Cultural objections may become volatile<br />
  37. 37. Enterprise Social Network Interfaces<br />Utilize existing social networks<br />Create in-house network & then use as employee communication tool & form of knowledge management<br />Conduct business activities<br />Create services<br />Create and/or participate in social marketplace<br />
  38. 38. Travel 2.0<br />
  39. 39. <ul><li>The Internet is an ideal technology for travel. It offers a vast information resource, immediate convenience and interaction that can provide a very personal experience. As the Internet reaches to every house and business, it will find a huge market of travelers looking for information "Just Beyond their Imagination, and only a click away".
  40. 40. Today, Travel accounts for a nearly 28,5 % of all annual online transactionsin the world, at 150 billion usd</li></li></ul><li><ul><li>According to a just September 2008 released study by ProphiseResearch, an estimated 19 million online Americans have visited one of the top ten travel 2.0 traveler community based sites such as TripAdvisor in the past 12 months.
  41. 41. Yahoo Travel in a recent survey indicated 61% of people go on-line for travel</li></li></ul><li>The New Travel Order<br />
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  44. 44. User Generated Reviews<br />From articles and archives to exhaustive details towards user generated content on social networks and an unbiased reviews and referrals paradigm<br />
  45. 45. Travel Blogs <br />Content still key, but now Shared Experiences Inspire Travel<br />
  46. 46. Hotels<br />44<br />
  47. 47. CVBs<br />45<br />
  48. 48. Restaurants<br />