ADVANCE Tourism Customer Management Session 2, March/April 2012


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Slides for the ADVANCE Tourism Customer Management Module, Session 2, March/April 2012

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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
  • Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market. Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’ Customer Interaction: the tools exist to not only listen and observe but also to discuss and converse Business Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be. Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
  • We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base). Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up. Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site. Internal cost savings. No 10 Downing Street example… Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate. Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.
  • ADVANCE Tourism Customer Management Session 2, March/April 2012

    1. 1. ENERGISE2-0.COMThe Social MediaRevolutionDr Jim
    2. 2. Agenda• The Social Media Revolution• Social Media in Action – Examples• Key Things to Remember about Social Media• Social Media Listening System• ‘Getting There’ – Social Media Planning Pays ENERGISE2-0.COM
    3. 3. What isSocial Media? ENERGISE2-0.COM
    4. 4. ENERGISE2-0.COM
    5. 5. ENERGISE2-0.COM
    6. 6. Web 2.0/Social MediaBusiness Impact Web 2.0 ApplicationsMindset Open sourceBusiness Intelligence Online Applications/ Web ServicesCustomer Insight and Understanding Social Network SitesCustomer Interaction Social Content – Social BookmarkingEnhanced Customer Experience – Blogs or Weblogs Rich Internet Applications WikisReputation Management Podcasts/ VodcastsSales and Marketing Virtual RealitiesProduct Development and R&D e.g. Mash Ups engage and co-create RSS FeedsIT/Software/Applications Mobile Web; Internet TelephonyOperations, Internal Processes and Characteristics Twitter HRM Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
    7. 7. How important has it become? ENERGISE2-0.COM
    8. 8. Social Media Revolution ENERGISE2-0.COM
    9. 9. Video QuestionsOpportunities and Threats ofSocial Media for Malta/Gozo Tourism and Hospitality? ENERGISE2-0.COM
    10. 10. Social Media: The State of PlayWhere are you with socialmedia?What progress has beenmade? Where are you going? ENERGISE2-0.COM
    11. 11. What road are we on? ENERGISE2-0.COM
    12. 12. Social Media in Action Quick Examples ENERGISE2-0.COM
    13. 13. ENERGISE2-0.COMIn a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    14. 14. ENERGISE2-0.COM
    15. 15. ENERGISE2-0.COM
    16. 16. ENERGISE2-0.COM
    17. 17. ENERGISE2-0.COM
    18. 18. ENERGISE2-0.COM
    19. 19. From the web site• 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.• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.• 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… ENERGISE2-0.COM
    20. 20. The Customer Experience of the Brand Tripadvisor ENERGISE2-0.COM
    21. 21. From Tripadvisor• Its getting old, the rooms are unappealing and it will never be more than a business hotel• 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 hotels website.• 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 ENERGISE2-0.COM
    22. 22. ENERGISE2-0.COM
    23. 23. Responding to Tripadvisor ENERGISE2-0.COM
    24. 24. ENERGISE2-0.COM
    25. 25. ENERGISE2-0.COM
    26. 26. ENERGISE2-0.COM
    27. 27. Response Policy ENERGISE2-0.COM
    28. 28. Response Policy• Monitor what is being said, where….• Thank them for taking the time to leave a review• Highlight any positive aspects first• Emphasis your customer centricity• Atypical experience• Apologize (if it’s a legitimate complaint)• Your action on their feedback. How you address it• Provide an offline channel for continuing the conversation. Ask them to call or e-mail• Send strong positive message to readers….. ENERGISE2-0.COM
    29. 29. ENERGISE2-0.COM
    30. 30. Will It Blend? - iPad ENERGISE2-0.COM
    31. 31. 5.7 Million Views ENERGISE2-0.COM
    32. 32. United Breaks Guitars ENERGISE2-0.COM
    33. 33. 10.2 Million Views ENERGISE2-0.COM
    34. 34. Crowdsourced NPD ENERGISE2-0.COM
    35. 35. 266,555 on Facebook ENERGISE2-0.COM
    36. 36. 1.6 Million Twitter Followers ENERGISE2-0.COM
    37. 37. ENERGISE2-0.COM
    38. 38. ENERGISE2-0.COM
    39. 39. The Roger Smith Hotel New York - the World’s most social media savvy hotel? york-s-social-media-hotel-3 ENERGISE2-0.COM
    40. 40. Roger Smith Hotel ENERGISE2-0.COM
    41. 41. The Italian ManWho Went to Malta ENERGISE2-0.COM
    42. 42. ENERGISE2-0.COM
    43. 43. Key Things to Remember about Social Media ENERGISE2-0.COM
    44. 44. 1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ InternetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM
    45. 45. 2. It’s SocialA conversationnot a broadcastplatform ENERGISE2-0.COM
    46. 46. It’s SocialMarketing as aconversation;two-way dialogueConversations are alreadytaking place on the cloudrelevant to your brand –how well are you listening? ENERGISE2-0.COM
    47. 47. Be Social ENERGISE2-0.COM
    48. 48. 3. Power ShiftSocial media empowerscustomers, empowers thenetwork We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
    49. 49. Customer Experience and WOMHow well are we using SM to enhance the customerexperience, especially at ‘key moments of truth’?How strong is our SM WOM? ENERGISE2-0.COM
    50. 50. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to web sitesIf you treat us like sheep, we will tell youto ‘flock off’ ENERGISE2-0.COM
    51. 51. Advertising – Customer Breakup ENERGISE2-0.COM
    52. 52. 5. The End of Business as Usual ENERGISE2-0.COM
    53. 53. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationshipsHow strong is the quality of our online network? ENERGISE2-0.COM
    54. 54. The End of Business as Usual ENERGISE2-0.COM
    55. 55. The End of Business as Usual• Rise of the social consumer• Fundamentally different from traditional consumers• Emphasis is on the shared experiences of those they trust on social networks rather than corporate driven brand messages• Expect brands to respond to their socialized questions• This will require businesses to rethink their traditional approach to sales, service, marketing and customer relationship management• ‘Being Social’ will become the new key to consumer connection and success ENERGISE2-0.COM
    56. 56. New PerformanceMeasures Required ENERGISE2-0.COM
    57. 57. 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 ENERGISE2-0.COM
    58. 58. The ‘6Is’ Approach 58 ENERGISE2-0.COM
    59. 59. Avoid the Road toNowhere ‘Social Media Planning Pays’ ENERGISE2-0.COM
    60. 60. Potential Business Benefits of Social Media ENERGISE2-0.COM
    61. 61. Business Benefits• Market Knowledge• Customer Insight and Understanding• Customer Interaction• Enhanced Customer Experience• Business Intelligence• Reputation Management ENERGISE2-0.COM
    62. 62. Business Benefits• Improved Sales and Marketing• Identify and network with high value, high growth prospects• Product Development and R&D e.g. engage and co-create• Internal cost savings• Improved Operations and Internal Processes• Increased ROI ENERGISE2-0.COM
    63. 63. Potential Business Benefits5 main areas:• 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) ENERGISE2-0.COM
    64. 64. Social Media Listening ENERGISE2-0.COM
    65. 65. Social Media Listening ENERGISE2-0.COM
    66. 66. Listen ENERGISE2-0.COM
    67. 67. Who is talking about Malta &Gozo, where online and what are they saying abut you? ENERGISE2-0.COM
    68. 68. Topsy - Malta ENERGISE2-0.COM
    69. 69. Topsy - Gozo ENERGISE2-0.COM
    70. 70. Social Mention - Malta ENERGISE2-0.COM
    71. 71. Social Mention - Gozo ENERGISE2-0.COM
    72. 72. Google Reader ENERGISE2-0.COM
    73. 73. Social MediaPlanning Pays ENERGISE2-0.COM
    74. 74. Social MediaDevelopment Cycle ENERGISE2-0.COM
    75. 75. SM Development Cycle ENERGISE2-0.COM
    76. 76. Five Key Areas• External Analysis: Evaluate Your Social Media Landscape• Internal Audit: Evaluate Your ‘Readiness to Engage’• Develop Your Social Media Strategy and Action Plans for ‘Getting There’• Evaluate Your Social Media Performance and ROI• Organization, People and Resource Issues ENERGISE2-0.COM
    77. 77. Social Media Strategy and Action Plans ENERGISE2-0.COM
    78. 78. Use a Simplified Balanced Scorecard• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders ENERGISE2-0.COM
    79. 79. Social Media Balanced Scorecard• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation• The steps involved can be captured in a Social Media Strategy Map• Five key questions to address…… ENERGISE2-0.COM
    80. 80. 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 ENERGISE2-0.COM
    81. 81. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and MissionStrategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / TargetsCustomer Perspective Customer Customer Customer Customer Group 1 Group 2 Group 3 Group 4Internal Management Perspective 2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media Initiative 1 Initiative 2 Initiative 3 Initiative 4 - Objectives - Objectives - Objectives - Objectives - KPIs - KPIs - KPIs - KPIs - Targets - Targets - Targets - Targets - Actions - Actions - Actions - ActionsOrganisation Perspective Organisation Resource People ENERGISE2-0.COM
    82. 82. Key Questions to Address• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives?• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)? ENERGISE2-0.COM
    83. 83. Key Questions to Address• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities? ENERGISE2-0.COM
    84. 84. Key Questions to Address• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? ENERGISE2-0.COM
    85. 85. ENERGISE2-0.COM
    86. 86. ‘Be Customer Led’ ENERGISE2-0.COM
    87. 87. Be Customer Led• Who are our customers, community, tribe?• Where do they hang out in social media?• How can we best engage with and energise them? ENERGISE2-0.COM
    88. 88. E ENERGISE2-0.COM
    89. 89. Performance MeasurementTo ensure that your Social Media activities deliver high ROI, it isimportant to monitor, measure and evaluate your social mediaperformance on an on-going basis. Key questions to address:•What social media performance measures and KPIs should beused – both in terms of the overall ‘buzz’ created and measuresfor individual channels?•What tools/software will be used to assist performancemeasurement?•What reports will be produced, for who and how frequently? ENERGISE2-0.COM
    90. 90. Performance MeasurementShould be undertaken at three main levels:•Individual social media channels•Overall ‘buzz’•Business ImpactUsing the 6Is approach ENERGISE2-0.COM
    91. 91. Organization, Resource and People Issues• Organization, 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. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below: ENERGISE2-0.COM
    92. 92. Organization, Resource and People Issues• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities?• Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? ENERGISE2-0.COM
    93. 93. In Summary……..’Social Media Planning Pays’ ENERGISE2-0.COM
    94. 94. Bob Dylan Come gather round people Wherever you roam And don’t criticise What you cant understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or youll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
    95. 95. Thank You ENERGISE2-0.COM