Lanarkshire Tourism Marketing Partnership


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Social Media Presentation, Lanarkshire Tourism Marketing Partnership, 25th May, 2011

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  • 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.
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • Lanarkshire Tourism Marketing Partnership

    1. 1. ‘ Creating the Buzz’ Social Media for Sustained Business Growth Lanarkshire Tourism Marketing Partnership Dr. Jim Hamill & Alan Stevenson May, 2011
    2. 2. Agenda <ul><li>What is social media? </li></ul><ul><li>Social media in action – examples </li></ul><ul><li>Key things to remember </li></ul><ul><li>‘ Getting there’ </li></ul>
    3. 3. <ul><li>Where are you in terms </li></ul><ul><li>of Social Media? </li></ul>
    4. 4. <ul><li>What is Social Media? </li></ul>
    5. 7. What is Social Media? <ul><li>The three main components: </li></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><ul><li>Features and characteristics </li></ul></ul></ul><ul><ul><ul><ul><li>Business impact </li></ul></ul></ul></ul>
    6. 8. Web 2.0/Social Media 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 Business Impact 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. 9. Social Media in Plain English
    8. 10. <ul><li>How important has it become? </li></ul>
    9. 11. The Social Media Revolution
    10. 12. ‘ Stop and Reflect’ <ul><li>Impact - What impact is social media having on your industry? How important has it/will it become? </li></ul><ul><li>Customers – How are your customers using social media? What impact is it having/will it have on customer behaviour? </li></ul><ul><li>What are the opportunities and threats for your business?......discussion of business benefits to follow….. </li></ul>
    11. 13. <ul><li>Potential Business Benefits </li></ul><ul><li>of Social Media </li></ul>
    12. 14. Business Benefits <ul><li>Market Knowledge </li></ul><ul><li>Customer Insight and Understanding </li></ul><ul><li>Customer Interaction </li></ul><ul><li>Enhanced Customer Experience </li></ul><ul><li>Business Intelligence </li></ul><ul><li>Reputation Management </li></ul>
    13. 15. Business Benefits <ul><li>Improved Sales and Marketing </li></ul><ul><li>Identify and network with high value, high growth prospects </li></ul><ul><li>Product Development and R&D e.g. engage and co-create </li></ul><ul><li>Internal cost savings </li></ul><ul><li>Improved Operations and Internal Processes </li></ul><ul><li>Increased ROI </li></ul>
    14. 16. Potential Business Benefits <ul><li>5 main areas: </li></ul><ul><li>Market/Customer Knowledge & Insight </li></ul><ul><li>Engagement & Reputation Management </li></ul><ul><li>Enhanced Customer Experience and Loyalty </li></ul><ul><li>Sales/Marketing Effectiveness, Efficiency and ROI </li></ul><ul><li>Operations/ Internal Processes (open source and hosted apps) </li></ul>
    15. 17. <ul><li>Social Media in Action </li></ul><ul><li>Quick Examples </li></ul>
    16. 18. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    17. 24. From the web site <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>
    18. 25. <ul><li>The Customer Experience </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
    19. 26. From Tripadvisor <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>
    20. 28. <ul><li>Responding to </li></ul><ul><li>Tripadvisor </li></ul>
    21. 32. <ul><li>How not to respond </li></ul><ul><li>Don’t be Scottish  </li></ul>
    22. 33. <ul><li>Response Policy </li></ul>
    23. 34. Response Policy <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>
    24. 35. <ul><li>The Roger Smith Hotel New York </li></ul><ul><li>The World’s most social media savvy hotel? </li></ul><ul><li> </li></ul>
    25. 36. Web Site
    26. 37. Blog
    27. 38. YouTube
    28. 39. Twitter
    29. 40. Flickr
    30. 41. Flickr
    31. 42. Facebook
    32. 43. Facebook
    33. 44. Tripadvisor
    34. 45. Management Response
    35. 46. John Smith Hotel <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>
    36. 47. <ul><li>Visitor Attraction Case Example </li></ul><ul><li>New York Museum of Modern Art </li></ul>
    37. 48. The Web Site
    38. 49. Links to RSS Feed, Facebook, Twitter
    39. 50. RSS Feed
    40. 51. MoMA on Facebook
    41. 52. Two way dialogue and engagement
    42. 53. 346,466 twitter followers
    43. 54. Dialogue not just broadcasting
    44. 55. MoMA Youtube Channel
    45. 56. Over 200 Videos
    46. 57. 3,565,427 views, 12,413 subscribers
    47. 58. 12,080 on foursquare
    48. 59. Dialogue
    49. 60. Dialogue
    50. 61. MoMA Blog
    51. 62. Links to other SM channels
    52. 63. MoMA on flickr – 4,108 images
    53. 64. MoMA on iTunes
    54. 65. <ul><li>Merchant City </li></ul><ul><li>“ Creating the Buzz” </li></ul>
    55. 66. ‘ Creating the Buzz’ <ul><li>Match funded from the Visit Scotland Growth Fund </li></ul><ul><li>Objective: To develop and implement a proactive social media strategy to ‘create a buzz’ about the MC as a ‘must visit’ destination </li></ul><ul><li>Project employed a Balanced Scorecard approach to ensure that key social media actions and initiatives are fully aligned behind and supportive of agreed business goals and objectives....... </li></ul>
    56. 67. Vision/Mission <ul><li>To build greater brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; Glasgow’s ‘hidden gem’ </li></ul><ul><li>Through the development, implementation and on-going management of a proactive social media communications strategy – engage with and energise the MC network of ‘advocates’ </li></ul><ul><li>Advanced social media monitoring tools will be used to monitor project success </li></ul>
    57. 68. Strategic Objectives <ul><li>Build brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; the ‘hidden gem’ of Glasgow </li></ul><ul><li>Achieve sustained increase in visitor numbers and spend </li></ul><ul><li>Build a ‘quality customer base’/ strong network of MC ‘advocates’ </li></ul><ul><li>  </li></ul><ul><li>Ensure that the project makes a significant contribution to the medium-term strategic goals and objectives of the MCTMC, VS Growth Fund, Glasgow City Tourism and the Scottish Executive’s Tourism Framework  </li></ul>
    58. 69. Strategic Objectives <ul><li>Maximise the net economic impact of Merchant City tourism on Glasgow and Scotland generally </li></ul><ul><li>Achieve high ROI from project spend. </li></ul><ul><li>  </li></ul><ul><li>Maximise MCTMC marketing effectiveness and marketing efficiency </li></ul><ul><li>  </li></ul><ul><li>Build a strong network of local businesses, tourism partners and MC residents, working in collaboration to position MC as a ‘must visit’ destination and to achieve sustained growth in visitor numbers and spend </li></ul><ul><li>  </li></ul>
    59. 70. 5,000 Facebook ‘Likers’
    60. 71. 3,733 Twitter Followers
    61. 72. <ul><li>Key Things to Remember </li></ul><ul><li>about Social Media </li></ul>
    62. 73. Key Things to Remember <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><ul><li>Conversations are taking place relevant to your business </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><ul><li>Especially true in information intense industries </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>
    63. 74. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( )
    64. 76. Key Things to Remember <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>
    65. 79. Key Things to Remember <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>The need for new business/marketing models </li></ul>
    66. 80. Performance Measurement <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>Insight – customer insight </li></ul></ul><ul><ul><li>Impact – business impact </li></ul></ul><ul><ul><li>Social Media Monitoring Tools –Audit, Assess, Impact </li></ul></ul>
    67. 81. The ‘6Is’ Approach
    68. 82. Monitoring 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, Topsy, 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>
    69. 83. Key Things to Remember <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>
    70. 84. <ul><li>‘ Getting There’ </li></ul>
    71. 85. 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>
    72. 86. 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>
    73. 87. <ul><li>The Three Key Questions </li></ul>
    74. 88. Three Key Questions <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>
    75. 89.
    76. 90. <ul><li>More advice on </li></ul><ul><li> </li></ul>
    77. 91.
    78. 92. 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>
    79. 93. <ul><li>Thank You </li></ul><ul><li>Questions </li></ul>