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Developing Leader for Change & Innovation in Tourism 28 th  June 2010
<ul><li>Core Module </li></ul><ul><li>Customer Management </li></ul><ul><li>Session 2 </li></ul><ul><li>Dr Jim Hamill </li...
Impact of the  Social Media Revolution
<ul><li>Agenda </li></ul><ul><li>Overview of Social Media </li></ul><ul><li>Social Media in Action </li></ul><ul><li>Key T...
<ul><li>Social Media Overview </li></ul><ul><li>Business uses/benefits </li></ul>
 
 
Tourism 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Socia...
 
<ul><li>Social Media in Action </li></ul><ul><li>Quick Examples </li></ul>
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
 
 
 
 
 
<ul><li>From the web site </li></ul><ul><li>This 5-star hotel and residence offers European hospitality with an unmistakab...
<ul><li>The Customer Experience  </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
<ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel </li></ul><ul><li>Bein...
 
<ul><li>Responding to  </li></ul><ul><li>Tripadvisor </li></ul>
 
 
 
<ul><li>How not to respond </li></ul>
 
 
<ul><li>Response Policy </li></ul>
<ul><li>Monitor what is being said, where…. </li></ul><ul><li>Thank them for taking the time to leave a review </li></ul><...
 
<ul><li>Will It Blend? </li></ul>
 
 
<ul><li>5.7 million views </li></ul>
United Breaks Guitars
9 Million Views
26,817 Comments
<ul><li>Fashion brands v  </li></ul><ul><li>the new ‘kid on the block’ </li></ul>
Buy Our Stuff
Customer Engagement
Threadless on Facebook
141,332 'likers'
1.5 Million Twitter Followers
<ul><li>The Italian Man  </li></ul><ul><li>Who Went to Malta </li></ul>
 
14.6 million views
<ul><li>Social media redefines  </li></ul><ul><li>the concept of a web site </li></ul>
Number 10 Built Using Wordpress
Embeds Content from SM Channels
Embeds Youtube
Embeds Twitter
Links to Facebook
Energise 2.0 Built on Wordpress
Social Bookmarking
CMS and Stats
CMS and Stats
CMS and Stats
<ul><li>Cafe Gandolfi </li></ul>
Brand Engagement
Customer Interaction/Intimacy
1,300 Plus Involved
The Winner
Interaction
Performance Insights
Performance Insights
Performance Insights
Performance Insights
Extend to Twitter
The New Gandolfi Blog
The New Gandolfi Blog
The New Gandolfi Blog
<ul><li>The Roger Smith Hotel New York - the World’s most social media savvy hotel? </li></ul><ul><li>http://econsultancy....
Web Site
Blog
Blog
Youtube
Twitter
Twitter
Flickr
Flickr
Flickr
Facebook
Facebook
Tripadvisor
Tripadvisor
Tripadvisor
Tripadvisor
<ul><li>Impact </li></ul><ul><li>Aim is to increase revenue/bookings from building strong online customer/network relation...
<ul><li>Things to Remember </li></ul><ul><li>about Social Media </li></ul>
<ul><li>It’s social </li></ul><ul><ul><li>A key feature is online democracy – with content being provided by the network f...
Source: The Future of Advertising, APA, 17/02/09 as published on  Slideshare  ( www.slideshare.com )
 
<ul><li>Pull v push </li></ul><ul><ul><li>Consumers/users decide what information they wish to access </li></ul></ul><ul><...
 
 
<ul><li>New performance measures </li></ul><ul><ul><li>Requires new performance measures  </li></ul></ul><ul><ul><ul><li>Q...
Performance Measures - The ‘4Is’ <ul><ul><li>Involvement  – network/community numbers/quality,  time spent, frequency, geo...
<ul><li>The need for new business/marketing models </li></ul><ul><ul><li>Traditional approach: </li></ul></ul><ul><ul><ul>...
Monitor the Conversations <ul><li>Use Social Media Monitoring Tools to monitor online conversations relevant to your brand...
<ul><li>Who is talking about Malta,  </li></ul><ul><li>where online, what are they saying? </li></ul>
 
 
 
 
 
 
 
 
 
 
Bob Dylan <ul><li>Come gather 'round people </li></ul><ul><li>Wherever you roam </li></ul><ul><li>And don’t criticise </li...
<ul><li>‘ Getting There’ </li></ul>
Next Steps <ul><li>Get Involved </li></ul><ul><ul><li>Google Alerts, Linkedin, Social Media Monitoring </li></ul></ul><ul>...
SM Strategy Development  <ul><li>Strategic objectives </li></ul><ul><li>Targets </li></ul><ul><li>Key performance indicato...
<ul><li>Social Media  </li></ul><ul><li>Development Cycle </li></ul>
SM Development Cycle
<ul><li>Each Step is being covered in detail on our blog at  </li></ul><ul><li>www.energise2-0.com   </li></ul>
Five Key Areas <ul><li>External Analysis: Evaluate Your Social Media Landscape </li></ul><ul><li>Internal Analysis: Evalua...
<ul><li>The Three Key Questions </li></ul>
<ul><li>Who are our customers? </li></ul><ul><li>Where do they hang out in social media? </li></ul><ul><li>How can we best...
www.mashable.com
<ul><li>Second presentation on Social Media Strategy Development available on  </li></ul><ul><li>www.advance-tourism.eu   ...
<ul><li>Thank You </li></ul>
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ADVANCE CM Module Session 2 SM 1

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  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • Transcript of "ADVANCE CM Module Session 2 SM 1"

    1. 1. Developing Leader for Change & Innovation in Tourism 28 th June 2010
    2. 2. <ul><li>Core Module </li></ul><ul><li>Customer Management </li></ul><ul><li>Session 2 </li></ul><ul><li>Dr Jim Hamill </li></ul><ul><li>www.energise2-0.com </li></ul><ul><li>[email_address] </li></ul>
    3. 3. Impact of the Social Media Revolution
    4. 4. <ul><li>Agenda </li></ul><ul><li>Overview of Social Media </li></ul><ul><li>Social Media in Action </li></ul><ul><li>Key Things to Remember about Social Media </li></ul><ul><li>‘ Getting There’ – your response </li></ul>
    5. 5. <ul><li>Social Media Overview </li></ul><ul><li>Business uses/benefits </li></ul>
    6. 8. Tourism 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs 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 Impact – Wikitourism Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
    7. 10. <ul><li>Social Media in Action </li></ul><ul><li>Quick Examples </li></ul>
    8. 11. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    9. 17. <ul><li>From the web site </li></ul><ul><li>This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments. </li></ul><ul><li>The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. </li></ul><ul><li>Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest… </li></ul>
    10. 18. <ul><li>The Customer Experience </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
    11. 19. <ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel </li></ul><ul><li>Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. </li></ul><ul><li>Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel. </li></ul>
    12. 21. <ul><li>Responding to </li></ul><ul><li>Tripadvisor </li></ul>
    13. 25. <ul><li>How not to respond </li></ul>
    14. 28. <ul><li>Response Policy </li></ul>
    15. 29. <ul><li>Monitor what is being said, where…. </li></ul><ul><li>Thank them for taking the time to leave a review </li></ul><ul><li>Highlight any positive aspects first </li></ul><ul><li>Emphasis your customer centricity </li></ul><ul><li>Atypical experience </li></ul><ul><li>Apologize (if it’s a legitimate complaint) </li></ul><ul><li>Your action on their feedback. How you address it </li></ul><ul><li>Provide an offline channel for continuing the conversation. Ask them to call or e-mail </li></ul><ul><li>Send strong positive message to readers….. </li></ul>
    16. 31. <ul><li>Will It Blend? </li></ul>
    17. 34. <ul><li>5.7 million views </li></ul>
    18. 35. United Breaks Guitars
    19. 36. 9 Million Views
    20. 37. 26,817 Comments
    21. 38. <ul><li>Fashion brands v </li></ul><ul><li>the new ‘kid on the block’ </li></ul>
    22. 39. Buy Our Stuff
    23. 40. Customer Engagement
    24. 41. Threadless on Facebook
    25. 42. 141,332 'likers'
    26. 43. 1.5 Million Twitter Followers
    27. 44. <ul><li>The Italian Man </li></ul><ul><li>Who Went to Malta </li></ul>
    28. 46. 14.6 million views
    29. 47. <ul><li>Social media redefines </li></ul><ul><li>the concept of a web site </li></ul>
    30. 48. Number 10 Built Using Wordpress
    31. 49. Embeds Content from SM Channels
    32. 50. Embeds Youtube
    33. 51. Embeds Twitter
    34. 52. Links to Facebook
    35. 53. Energise 2.0 Built on Wordpress
    36. 54. Social Bookmarking
    37. 55. CMS and Stats
    38. 56. CMS and Stats
    39. 57. CMS and Stats
    40. 58. <ul><li>Cafe Gandolfi </li></ul>
    41. 59. Brand Engagement
    42. 60. Customer Interaction/Intimacy
    43. 61. 1,300 Plus Involved
    44. 62. The Winner
    45. 63. Interaction
    46. 64. Performance Insights
    47. 65. Performance Insights
    48. 66. Performance Insights
    49. 67. Performance Insights
    50. 68. Extend to Twitter
    51. 69. The New Gandolfi Blog
    52. 70. The New Gandolfi Blog
    53. 71. The New Gandolfi Blog
    54. 72. <ul><li>The Roger Smith Hotel New York - the World’s most social media savvy hotel? </li></ul><ul><li>http://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new-york-s-social-media-hotel-3 </li></ul>
    55. 73. Web Site
    56. 74. Blog
    57. 75. Blog
    58. 76. Youtube
    59. 77. Twitter
    60. 78. Twitter
    61. 79. Flickr
    62. 80. Flickr
    63. 81. Flickr
    64. 82. Facebook
    65. 83. Facebook
    66. 84. Tripadvisor
    67. 85. Tripadvisor
    68. 86. Tripadvisor
    69. 87. Tripadvisor
    70. 88. <ul><li>Impact </li></ul><ul><li>Aim is to increase revenue/bookings from building strong online customer/network relationships </li></ul><ul><li>When they come to New York, they will stay with us </li></ul><ul><li>Special promos related to events e.g Craft Beer Week </li></ul><ul><li>KPIs – monthly report produced covering Exposure, Engagement, Sales </li></ul><ul><li>Bookings have increased from Social Media activities </li></ul>
    71. 89. <ul><li>Things to Remember </li></ul><ul><li>about Social Media </li></ul>
    72. 90. <ul><li>It’s social </li></ul><ul><ul><li>A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet </li></ul></ul><ul><li>Power shift </li></ul><ul><ul><li>Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success </li></ul></ul><ul><li>Declining effectiveness of traditional approaches  </li></ul><ul><ul><li>Does anyone listen to sales/brand messages anymore? </li></ul></ul>
    73. 91. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com )
    74. 93. <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><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>
    75. 96. <ul><li>New performance measures </li></ul><ul><ul><li>Requires new performance measures </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>Social media monitoring tools </li></ul><ul><li>Redefines the concept of a web site </li></ul><ul><li>The need for new business/marketing models </li></ul>
    76. 97. Performance Measures - The ‘4Is’ <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>Social Media Monitoring Tools –Audit, Assess, Impact </li></ul></ul>
    77. 98. <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 – 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>
    78. 99. Monitor the Conversations <ul><li>Use Social Media Monitoring Tools to monitor online conversations relevant to your brand </li></ul><ul><li>No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat </li></ul><ul><li>More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar  </li></ul>
    79. 100. <ul><li>Who is talking about Malta, </li></ul><ul><li>where online, what are they saying? </li></ul>
    80. 111. Bob Dylan <ul><li>Come gather 'round people </li></ul><ul><li>Wherever you roam </li></ul><ul><li>And don’t criticise </li></ul><ul><li>What you can't understand </li></ul><ul><li>Your sons and your daughters </li></ul><ul><li>Are beyond your command </li></ul><ul><li>Your old road is </li></ul><ul><li>Rapidly agin‘ </li></ul><ul><li>Then you better start swimmin’ </li></ul><ul><li>Or you'll sink like a stone </li></ul><ul><li>For the times they are a-changin’ </li></ul>
    81. 112. <ul><li>‘ Getting There’ </li></ul>
    82. 113. Next Steps <ul><li>Get Involved </li></ul><ul><ul><li>Google Alerts, Linkedin, Social Media Monitoring </li></ul></ul><ul><li>Learn more </li></ul><ul><li>Develop a strategy </li></ul><ul><li>Implement </li></ul><ul><li>Monitor </li></ul>
    83. 114. SM Strategy Development <ul><li>Strategic objectives </li></ul><ul><li>Targets </li></ul><ul><li>Key performance indicators (KPIs) </li></ul><ul><li>Customer segments </li></ul><ul><li>The key social media actions and initiatives required for ‘getting there’ </li></ul><ul><li>Organisational, people and resource issues </li></ul><ul><li>Ensure that your social media strategy is fully aligned </li></ul><ul><li>with and supportive of your overall strategic goals and </li></ul><ul><li>objectives with clear targets and ROI criteria </li></ul>
    84. 115. <ul><li>Social Media </li></ul><ul><li>Development Cycle </li></ul>
    85. 116. SM Development Cycle
    86. 117. <ul><li>Each Step is being covered in detail on our blog at </li></ul><ul><li>www.energise2-0.com </li></ul>
    87. 118. Five 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 for ‘Getting There’ </li></ul><ul><li>Evaluate Your Social Media Performance and ROI </li></ul><ul><li>Organization, People and Resource Issues </li></ul>
    88. 119. <ul><li>The Three Key Questions </li></ul>
    89. 120. <ul><li>Who are our customers? </li></ul><ul><li>Where do they hang out in social media? </li></ul><ul><li>How can we best engage with and energise them? </li></ul>
    90. 121. www.mashable.com
    91. 122. <ul><li>Second presentation on Social Media Strategy Development available on </li></ul><ul><li>www.advance-tourism.eu </li></ul><ul><li>Continue the discussion at </li></ul><ul><li>www.advance-tourism.eu </li></ul><ul><li>www.tourism2-0.co.uk </li></ul><ul><li>www.energise2-0.com </li></ul>
    92. 123. <ul><li>Thank You </li></ul>
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