Creating a social media strategy for a tourism business Block 4: Case presentation International Master in Hospitality and Tourism Management ESCP Europe - Cornell University School of Hotel Administration

1. Creating a social media strategy
for a tourism business
Block 4: Case presentation
International Master in Hospitality and
Tourism Management
February 6th, 2013
Francisco Hernández
fran.me
This document has been produced by 11 Goals & Associates. It is not complete unless supported by
the underlying detailed analyses and oral presentation.

2. About me SHAMELESS
SELF-PROMOTION
Education: Universidad Politécnica de Madrid, UNED,
London Business School, University of Chicago – Fundaciò
“laCaixa” & Fundación Rafael del Pino scholarships.
Firms worked for full-time: Abengoa, McKinsey&Co, ABN
AMRO, Real Madrid C.F.
Entrepreneurship: Crisalia
Social Media & Internet consulting: 11goals.com
Lectures & Speaker in 3 continents: The Wall Street Journal, Universidad Politécnica
de Madrid, London Business School, Cornell University, Politecnico di Milano, CEIBS
(Shanghai), Kungliga Tekniska högskolan, The Business Factory, Asociación J.W.
Fulbright Spain, ESCP Europe, UIMP, and several private companies.
Full profile: linkedin.com/in/franciscohm

3. Seminar’s agenda
Block 1: Basics of online marketing (day 1)
Block 2: Social tourism (days 2 & 3)
Block 3: E-Commerce in tourism (day 3)
Block 4: Case presentations (day 4) How do I make
money in Internet?
(Block 3)
How can I market
my business in
Internet?
(Blocks 1 and 2)

4. Summary of block 1 REMINDER
 Online advertising
 Affiliate programs
 Referral marketing
 Email marketing
 SEO
 Content marketing
 Online public relations
Social marketing
 Fake marketing
Block 1 presentation

5. Summary of block 2
Page 1 of 3
¶ Tourism is a social activity by nature. Social media just changed the way that is
expressed.
¶ Online Social Tourism sometimes happens through highly complex processes that involve
several tech services.
¶ Internet de-socialized some human activities. But now Social Technologies are re-
socializing them. It is a general trend observed in many human activities.
¶ When a new technology is introduced, it always takes years to discover models and
formats to extract value from it. Innovation is frequently slow, and so it is the adoption
of Social Technologies by companies.
¶ Web 2.0 is all about people participating in projects, contents, etc.
¶ Web 2.0 is a sound reality. No doubt about that. Hope you are not still thinking whether
it makes sense or not!
¶ The huge importance of social media is due to the fact that SNS were able to translate
online (and make it more efficient and powerful) one of the World’s most important
human activities: socializing; managing and using our circle of trust.
¶ Facebook is Worldwide leader in usage and technology. The World is still leaning towards
Facebook in many countries where it is not yet the leading SNS. Only China and Russia
seem to stay away from Facebook’s rule, the second one due to its blocking.

6. Summary of block 2
Page 2 of 3
¶ Web 2.0 is not only Social Networking websites. There are other categories like social
blogging, microblogging, video, gaming, etc.
¶ In our opinion, the existence of an Social Graph that resembles a person’s real social life is
what distinguishes an actual SNS from a Social Medium.
¶ There are also a ton of complementary services to SNS and other Web 2.0 tools. We call it
the “Social Media Ecosystem”.
¶ It is interesting to observe and understand the 5 attitudes companies generally adopt
regarding the Social Media Ecosystem. The best attitude is “to Complement it”, but few
companies are mature enough to understand that. However bad experiences are helping
a lot to let them understand.
¶ In Social Media, the medium is the people. Interesting little fact to have top of our
minds…
¶ Social media advertising is intrinsically different from other type of ads like contextual
advertising. They complement each other rather than compete. They should be used for
different goals.
¶ People trust in people more than in brands. In the last years even more due to the never-
ending roll of corporate scandals and the crisis.

7. Summary of block 2
Page 3 of 3
¶ Some Marketers (even “traditional” ones) believe that “Marketing is dead”, at least in
its current form. They believe brands should turn their eyes into tha “Community
Marketing”
¶ “Community Marketing” is actually the oldest form of marketing. However brands had
to leave it because of scale.
¶ Social technologies have proven useful for brands with the mission of applying
“Community Marketing” while keeping their size. E.g.: Football clubs.
¶ Building an effective online brand community is an important business tool for many
companies. However it is a very difficult one to achieve because it is a long term goal
and the final impact in the P&L account is not easily measured.
¶ It is a frequent mistake to believe that having a good brand makes it easier to have a
good online community.
¶ In order to build your own successful online community it is important to understand
in depth your underlying community: how your members affiliate, what are their key
roles within the community, how do they benefit from being a member, etc.
¶ Online communities take time: first hire fans, then engage them (almost immediately
after hiring them), and finally try to monetize them in the least possible frictional way.
Block 2 presentation

8. Summary of block 3
¶ E-Commerce, E-Business… difficult to define and classify. Do not waste much time in figure-out
where your model fits.
¶ E-Commerce success stories have evolved in the last years:
¶ Before: Highly capitalized, tech-based companies (invest, invest, invest…)
¶ Now: Small capital business model incubators (test, test, test…)
Technology not a problem anymore; success is many times driven by innovative business
models, sometimes easily copycatted if one does not protect oneself.
¶ Long tail concept / Freemium concept / “Piggyback” concept.
¶ 17-year history but still growing strong, now specially in emerging markets (broadband
penetration, purchasing power), but maybe on mobile channels soon.
¶ Tourism was and is the #1 Ecommerce segment. It is also a good example of trends.
¶ E-Commerce is an intrinsically social activity. It evolved to the social space even before the
social media phenomenon started.
¶ 6 dimensions to social E-Commerce success.
¶ Social Tourism Ecommerce ready to take off. Few startups working already on it.
¶ Takes time to refine an innovative business model. Test and error based on analytics is the best
way to refine a model. Be patient, imaginative, and analytical.
Block 3 presentation

9. Quote of the block
“The people heard it, and approved
the doctrine, and immediately
practiced the contrary”
Benjamin Franklin

10. Agenda
 Choose a case
 Some frameworks

11. Please choose one case
 Large hotel chain (Accor Hotels)
 Small, urban hotel (Hotel Victoria, Lausanne, Switzerland)
 Regional Tourism board (Sicily, Italy)
 B2B (Amadeus)
 Tour operator (TUI)
 Airline (British Airways)
 Kitzbühel ski resort (Austria)
 Sports and Adventure in the Pyrenees (Grupo Explora)
 “Chiringuito” in Matalascañas beach (Spain)

12. Points your presentation should address
 What’s the general strategy of the brand?
 Your Social Media strategy (Community Marketing) in one
sentence. How does it fit with your general strategy? How do
you attain growth and activity among community members?
 Think about the social media ecosystem and the needs of your
brand
 How would your brand make money from Social Media?
 How would you measure success?
 How are your community members segmented? Affiliated?
 How would you organize Social Media within the company?
Why?
 Line of contents. Examples.
 Design and describe at least one social campaign for your brand

13. Agenda
 Choose a case
 Some frameworks

14. What non-social online marketing are you applying?
Online advertising:
Affiliate programs:
Referral marketing:
Email marketing:
SEO:
Content marketing:
Online public relations:
Fake marketing:

15. How social/online are your brand-related activities?
Non Social Social
Online
Offline
Source: 11 Goals & Associates

16. What motives are your contents catering?
To bring valuable
and entertaining
content to others
To get the word
To define ourselves
out about causes
or brands 5 key motives to others
for sharing
To grow and nourish
Self-fulfillment
our relationships
Source: “The Psycology of Sharing: Why do people share online?”, The New York Times’s Customer Insight Group

17. Your brand’s attitude towards Social Media Ecosystem?
Ignore Complement
Combat Copy
Minimum presence
Pasive  Reactive  Proactive
Source: 11 Goals & Associates

18. How would you use a powerful presence in SNS?
Movilize Strike
a) …
a) …
b) …
b) …
c) …
c) …
Know
a) …
Inform Defend
b) …
a) … a) …
c) …
b) … b) …
c) … c) …

19. Interests?
Community segmentation? Motivations?
Roles?
Source: 11 Goals & Associates

20. Interests and role of each subgrup within the community
Subgroup Interests Rol
1  …  …
 …
2  …  …
 …
3  …  …
 …
…  …  …
 …
Key question: Does it
make sense as a system?
How can the brand close
any gap in the system?
Source: 11 Goals & Associates

21. How does your community affiliate? Always? Does it
change under some
circumstances?
Current strategy Natural affiliation
En grupo En red Concentrador En grupo En red Concentrador
(“Pools”) (“Web”) (“Hub”) (“Pools”) (“Web”) (“Hub”)
% % % % % %

22. How is Social Media organized in your company?
Source: Altimeter Group

23. Priorities when developing the community
LONG TERM
• ….
• ….
MEDIUM TERM
• ….
• ….
• ….
SHORT TERM
• ….
• ….
• …..
• ….
Revenues + keep
More
More Fans fans and
Engagement
engagement
Source: 11 Goals & Associates

24. Thanks
Francisco Hernández
francisco_hernandez@11goals.com
www.11goals.com