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Social media & tourism
SOCIAL MEDIA & TOURISM Geert Bonamie 8 February 2012 CCT Conference Murcia, Spain
Web 1.0A Great Website!• One site Find• Identify yourself information on hotel, events,• One way communication …• One to many relationship Book hotel Plan trip• Pictures & low quality Web 1.0 customer video activities Contact Watch people pictures Watch videos
Web 2.0The social web• One site • Many webspaces• Identify yourself • Identify your community• One way communication • Interaction• One to many relationship • One to one relationships• Pictures & low quality • HD Multimedia: Bigger video Stronger Faster
Web 2.0The social web is all about … • Many webspaces Plan a trip: contact hotel, find map, rent a car, … • Identify your community • Interaction Keep people informed Join traveller with status updates while travelling communities & exchange experiences • One to one relationships Web 2.0 • HD Multimedia: Bigger customer activities Stronger Faster Share your pictures & Blog about videos hotel, trip, excursion, … Write reviews & recommend hotels, places
… Sharing!A brand is nolonger what wetell the consumerit is – it is whatconsumers telleach other it is(Scott Cook)
3. Why use social media?Corporate POVSocial marketing eliminates the middlemen, providingbrands the unique opportunity to have a directrelationship with their customers.Bryan WeinerCEO Digital Agency 360i
3. Why use social media?Corporate POV• Connect with existing customers - Customer service Support Complaints handling Personal contact!
3. Why use social media?Corporate POV• Connect with existing customers - customer service• Find new customers! Advertise to specific groups Identifying new target groups Your social network: your customers, your press contacts
3. Why use social media?Corporate POV• Connect with existing customers - customer service• Find new customers!• Financial Fairly cheap to implement
3. Why use social media?Corporate POV• Connect with existing customers - customer service• Find new customers!• Financial• Technology Easy Clean (> spam / phishing) No server maintenance, back-ups …
3. Why use social media?Customer POV• Before a trip Give information about intentions Do research, read up on other people’s experiences Seek advice• During a trip Post status updates, pictures, videos• After a trip Create content across the web in multiple spaces Share experiences
3. Why use social media?Customer POV• Helping people = getting help• Fun• Easy• Networking• Connecting
3. Why use social media?Why not?SM is not free!• Individuals – Time – Hardware – Technology – Privacy• Businesses – HR People & time – Hardware – Lack of total control – Financial ROI
The story …August-Nov. 2009 Jan. 2012Travel bloggers invited by McDonalds CommercialPrincess Cruises campaign to boost its image#followmeatsea #meetthefarmers: ecological issues #McDstories: warm fuzzy stories
Deadly sin 1Thinking you can control SMHashtag = Bashtag#followmeatsea #meetthefarmers #McDstories“It will be really interesting to seehow all the travel writers handlethe “twethics” as we all knowthat large cruise ships do HUGEdamage to the environment. It’sthe travel industry’s dirtysecret, isn’t it? (…) Cruising isactually 7x worse than air travelon C02 emissions”
Deadly sin 2Being unprepared for negative SM#followmeatsea #meetthefarmers #McDstories@PrincessCruises did not even McD: immediate response!prepare their own campaignPrior to the cruise, could have #meetthefarmers was used twiceannounced ecology issues, eg. #McDstories slightly longer“We look forward to showcasingour environmental efforts with an °#LittleThingsextensive behind the scenes tourfor bloggers!”
Deadly sin 3Being deaf to the conversation#followmeatsea #meetthefarmers #McDstories@PrincessCruises: No Problem solvedreaction!
Deadly sin 4Taking time to respond#followmeatsea #meetthefarmers #McDstories@PrincessCruises waited more Problem solvedthan 48 hours!
Deadly sin 5Getting lost in the heat of the moment#followmeatsea #meetthefarmers #McDstories@PrincessCruises: did not take Problem solvedemotionally chargedconversation out of the publicchannel
5. What can SM do for me & vice versa?BlogsProvide a steady stream of content: static pages,dynamic news sectionsSEO > Rank well on Google/Yahoo/Bing/…Encourage interaction through commentaryProvide ind/businesses with an approachablevoiceUwishunu - official tourism blog of Philadelphia
5. What can SM do for me & vice versa?FacebookSome factsResp. 845 million / 483 million daily active users in Dec. 2011If Facebook were a country, it would be the 3rd largest in theworld (after China & India)
5. What can SM do for me & vice versa?FacebookSome factsFeature awards, promos, special deals, contests, …Customized landing page
5. What can SM do for me & vice versa?Facebook: some examples
5. What can SM do for me & vice versa?FacebookSome factsFeature awards, promos, special deals, contests, …Customized landing pageCreate apps, games, tweaksLike Us = larger audienceLocation based discounts for people whove checked inShare pos/neg experiencesUse the FB communication model (friend/fan)
5. What can SM do for me & vice versa?FoursquareDigital Punch CardsCheck-in SpecialsMayor specialsSecret CouponsTo Do ListsTips for other customersRaffles
5. What can SM do for me & vice versa?Foursquare
5. What can SM do for me & vice versa?Tourism-focused communities• TripAdvisor, WAYN, Matador Travel, Lonely Planet’s Thorn Tree, Tripit, Tripwolf, TravelMole, …• Loyal fan bases• Exchange experiences, find deals/travel buddies, …• Target an appropriate demographic• Understand ongoing topics of interest to those groups
5. What can SM do for me & vice versa?Twitter• Some facts – First billion tweets: 3 years, 2 months and 1 day – Billion tweets Feb. 2012: 1 week – Average number of new accounts per day between Feb. 13 – March 12 2011: 460,000
5. What can SM do for me & vice versa?Twitter• Some facts• Schedule tweets (HootSuite, TweetDeck, Eggtweeter, ...)• connect quickly with people looking for recommendation/conversation around travel & tourism• Tweet special deals, promos• Answer queries• Find people for your type of deal or your destination• Tweet videos, pictures• Tweet experiences• Raise awareness
6. Where to begin? A few tipsStrategyDecide on technology Twitter / FB / 4SQ / Gmaps / Mobile technology / ...Why are you using these tools? To find friends? To seek advice? To find cheap hotels? To boost sales? To complain about st? …
6. Where to begin? A few tipsStrategyDecide on technologyStart exploring & using social platform: 5 Stages Creator (24%) Critic (37%) Joiner (59%) Spectator (70%) Inactive (17%) Source: North American Technographics Empowerment Online survey, Q4, 2009
6. Where to begin? A few tipsStrategyDecide on technologyStart exploring & using social platform: 5 StagesCorporate strategies: • Join several social media technologies • Identify your target market: find people on Twitter lists, facebook groups. Which platforms do they use? • Create content in these social media platforms • lure people into buying your product
A few technology tips for people working in tourism …
6. Where to begin? A few tipsTechnology: The Company WebsiteBe accessible to the world – translate your website More informationContent disclosure More informationTourists are far from home--make sure your site ismobile-friendly More information site 1 – site 2Make sure they can find you: provide good directions More informationLearn about outside trends & tech that can affect howvisitors see your site.
6. Where to begin? A few tipsTechnology: Blogblog publicity: online interaction & face-to-face interaction‘Marketing’ happens off the blogContent is King
6. Where to begin? A few tipsTechnology: Facebook1. Join interesting groups/pages2. Create a FB profile3. Create a group/page Group Page Apps None Most Active outreach Post to Profile Post to Profile Send Update to Fans Advertisements Event invitations Invite members Invite fans metrics None comprehensive Control of Partial Yes associations
6. Where to begin? A few tipsTechnology: Facebook group/page1. Choose the creator carefully2. Stay@Bruges vs Hotel Memlinc3. Update often, but not too often4. Content is King5. Personalize: Create a custom tab & land with a splash!
6. Where to begin? A few tipsTechnology: Facebook landing page
6. Where to begin? A few tipsTechnology: Facebook group/page1. Choose the creator carefully2. Stay@Bruges vs Hotel Memlinc3. Update often, but not too often4. Content is King5. Personalize: Create a custom tab & land with a splash!6. Communicate with visitors7. Beware of contests!8. Use the wall to send a message to your fans9. Loosen the reins
6. Where to begin? A few tipsTechnology: Facebook group/pageMore information:1. The unofficial Facebook Resource2. Mashable
6. Where to begin? A few tipsTechnology: Twitter1. Name your account2. Personalize landing page3. Follow! Identify top twitterians Identify hashtags If interesting for your business, find local Tweeps with LocaFollow List of travel tweets in categories: wanderlisting.com About followers …
6. Where to begin? A few tipsTechnology: Twitter1. Name your account2. Personalize landing page3. Follow!4. Tweet! Further information Twitter Etiquette Twitter stat tools
6. Where to begin? A few tipsTechnology: YouTubeIndividual corporate• (Quality) short videos • Quality short videos• User videos = authentic • not explicitly advertising and thus highly credible • Quirky facts that captivate viewer • Contextual ads
6. Where to begin? A few tipsTechnology: Foursquare/GMaps Interactive maps user reviews, local businesses, activities, contact details, etc. Provide as much information as you can!
6. Where to begin? A few tipsTechnology: Foursquare/GMaps
6. Where to begin? A few tipsTechnology: Foursquare/GMaps
Sources210 TV.com. Special: Becky McCray and Sheila Scarborough, visited on 1 Feb. 2012.Asia Tech News for the World, How to promote Tourism through Social Media, visited on 5 Feb. 2012.Blanchard, Olivier, Basics Of Social Media Roi, visited on 28 Jan. 2012.Bosschem, Anthony. Talking Heads, There’s no ROI in social media, visited on 28 Jan. 2012.Delobelle, Vanina. Social Media Strategy, visited on 25 Jan. 2012.Lips, Katie. Social Media and Tourism 2.0, visited on 24 Jan. 2012.North American Technographics Empowerment Online survey, Q4, 2009.Paddock, Mark. Socialmediatoday. 9 Important Elements of a Social Media ROI Report, visited on 24 Jan. 2012.Patel, Anand. Socialmediatoday. Metrics for social media Roi, visited on 1 Feb. 2012.Queensland Tourism. Social Media for Tourism, visited on 23 Jan. 2012.Tourism Currents, http://www.tourismcurrents.com, visited on 4 Feb. 2012.Van Thienen, Sarah, De ROI van social media meten: een checklist, visited on 25 Jan. 2012.Warren, Christina, Mashable Social Media. How to measure Social Media ROI, visited on 15 Jan. 2012.Xiang, Zeng & Gretzel, Ulrike, “Role of social media in online travel information search”, Tourism Management, Vol. 13, Issue 2, 179–188.