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De impact van social media op de travel industry
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De impact van social media op de travel industry

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De presentatie zoals gehouden (hier echter met iets meer slides op het Emerce eTravel congres 2011. Als je het gehele onderzoek mbt Facebook Engagement 2011 in Azië wilt stuur me dan even een tweet …

De presentatie zoals gehouden (hier echter met iets meer slides op het Emerce eTravel congres 2011. Als je het gehele onderzoek mbt Facebook Engagement 2011 in Azië wilt stuur me dan even een tweet via @j0hn.

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  • 1. De Impact van Social Media op travel E m e r c e e Tr a v e l 09|06|11 C O P Y R I G H T 3 S I X T Y F I V E B . V.
  • 2. HITHEREd s i flet me see some han
  • 3. YOU’REINTHE travel business
  • 4. YOU’REUSING facebook pages
  • 5. YOU’REUSING twitter
  • 6. YOU’REUSING foursquare
  • 7. YOU’REMAKING money with that...
  • 8. ABOUT MEBRIEF INTRO online & social dino ;-) IBM - DoubleClick - Urbanology
  • 9. CUSTOMERS
  • 10. MANAGEMENT John Meulemans Nicole Niemann Paolo Martorino Strategy & technology Strategy & business development Strategy & concepts Managing Partner Managing Partner Managing Partner S P E C I A LT I E SSocial Analyst Project Leader Strategy Director Social Media SpecialistAccount Director Digital DeveloperCreative Director Webcare Specialist User Experience Designer D I S C I P L I N E SSocial Identification Social Social Social InternalMonitoring Influentials Strategy Alignment Programs Embedding
  • 11. @j0hn #etravel @weare3sixtyfive
  • 12. impact social media on travel
  • 13. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 14. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 15. TRUST P L E B E L I E V E C O M PA N I E S L I E I N A D S * 76% OF PEO They rather check Zoover, Cheqqer, Tripadvisor or some other reviewsite. Friends are still trusted and Word of Mouth is more powerful than ever.* EDELMAN TRUST BAROMETER 2009
  • 16. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 17. TRANSPARENCYTHANK YOU GOOGLE Anything can be found online about any brand.
  • 18. TRANSPARENCYOR SOME REVIEWSITE
  • 19. TRANSPARENCYOR SOME REVIEWSITE
  • 20. TRANSPARENCYOR SOME REVIEWSITE
  • 21. TRANSPARENCYOR SOME REVIEWSITE
  • 22. TRANSPARENCYOR SOME REVIEWSITE
  • 23. TRANSPARENCYOR SOME REVIEWSITE
  • 24. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 25. REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTI
  • 26. REALTIMEO N W E B I S C O M I N G T O O AND THE INTENTIDUTCH GOVERNMENT NOT ON THE #MOERDIJK SCENE.
  • 27. REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTI 3h of twitter conversationssuper bowl vs osama bin laden
  • 28. REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTISometimesrealtime isnot enough
  • 29. REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTISometimesrealtime isnot enough
  • 30. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 31. THEE EXPECTATION GAPPEOPL EXPECT MORE
  • 32. THE I P E C H O E F F E C T THE TR EXPECTATION GAP The lasting effect after a holiday through post on Flickr, Tripadvisor, Foursquare,Youtube, Facebook etc...* T R AV E L 2 . 0 C O N S U LT I N G G R O U P
  • 33. THE I P E C H O E F F E C T THE TR EXPECTATION GAP* T R AV E L 2 . 0 C O N S U LT I N G G R O U P
  • 34. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 35. FACEBOOKT H E N E W I N T E R N E TIT MIGHT EVEN BE 700M+ users Europe biggest: 205M50% logs in every day 55 min per day (avg) Mobile users 250M 130 friends (avg)
  • 36. FACEBOOK A C C O U N T S F O R 3 8 % O F S H A R I N G S T U D Y: F A C E B O O K TRAFFIC ON THE WEB Facebook makes up 56% of all shared content (up from 45 percent in August, 2010)* SHARE THIS: 2011
  • 37. FACEBOOK AT T H E A S I A N T R AV E L M A R K E T * L E T ’ S TA K E A L O O K* E Y E F O R T R AV E L : 2 0 1 1
  • 38. FACEBOOK AT T H E A S I A N T R AV E L M A R K E TL E T ’ S TA K E A L O O K
  • 39. FACEBOOK AT T H E A S I A N T R AV E L M A R K E TL E T ’ S TA K E A L O O K Hotels have individual pages under the brand umbrella Airlines have multiple pages aimed at different geographic markets
  • 40. sohow do youit deal with
  • 41. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 42. TRUSTN C E R S I N O R D E R T O G A I N T R U S T USE INFLUETrust is a fragile thing, better leave it to the experts. 70% of people trust experts more than friends. (Source: Edelman Trust Barometer 2011) Involving influencers can mean extra coverage around products, more traffic and more credibility.
  • 43. TRUSTN C E R S I N O R D E R T O G A I N T R U S TUSE INFLUE Nothing new here... yawn... Check video: http://www.youtube.com/watch?v=gCMzjJjuxQI
  • 44. TRUST E L E V E N M O M SWALMART’S
  • 45. TRUST N T I C P R O M O T I N G N E W D E S T I N AT I O N SV I R G I N AT L A
  • 46. INFLUENCERS & HOTSPOTSHOTSPOTS Hotspots are the most influential websites where your target audience come to talk about your brand, products or market. Hotspots are the perfect starting point to reach and engage them. It’s a means to communicatie more effectively.
  • 47. INFLUENCERS R& HOTSPOTSHOW TO USE INFLUENCE S
  • 48. INFLUENCERS R& HOTSPOTSHOW TO USE INFLUENCE Stesting destinations vip events create buzz drive salespublish breaking news credibility
  • 49. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 50. TRANSPARENCYE I TIT’S HERE: BETTER EMBRAC The solution: improve your product or service and get people to talk about it
  • 51. TRANSPARENCYE I TIT’S HERE: BETTER EMBRAC Remember me? Stimulate reviews
  • 52. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 53. REALTIME T H E W E BBETTER MONITOR A good conversation starts with listening. #buzz - Share of Voice - Sentiment - Trends
  • 54. REALTIME T H E W E BBETTER MONITOR Check video: http://www.youtube.com/watch?v=InrOvEE2v38
  • 55. REALTIME T H E W E B BETTER MONITOR After listening comes talking Reactive vs proactive* T R AV E L 2 . 0 . C O M
  • 56. REALTIMEI N G ( O N F A C E B O O K ) ABOUT RESPOND Kudos for KLM Average response rates are 5% - 10% Loser > BA: They closed their facebook page! It’s no monologue... Loser > RyanAir: They don’t even run their own facebook pages...* SOCIALBAKERS.COM
  • 57. THEI VTHING NWITH SENTIMENTN E G AT E S E N T I M E T fix the facts choose the channel trolls & haters don’t delete comments be transparent
  • 58. THEI VTHING NWITH SENTIMENTN E G AT E S E N T I M E T
  • 59. THEV E S E N T I M E N WITH SENTIMENTPOSITI THING T amplify (RT) show appreciation use reviews refer to reviews open discussions
  • 60. BUTOREMEMBER I T ’ S A B U T B E I N G R E L E VA N TCONTENT IS KING, CONTEXT IS GOD.
  • 61. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 62. THE EEXPECTATIONNGAP Y M O R ESERVIC : NOT JUST A COST CE TER AN Welcome to the Thank You economy
  • 63. THE EEXPECTATIONNGAP Y M O R E SERVIC : NOT JUST A COST CE TER ANIT’S ABOUT SOLVING PROBLEMS.
  • 64. THE EEXPECTATIONNGAP Y M O R E SERVIC : NOT JUST A COST CE TER ANHAPPY CUSTOMERS COME BACK.
  • 65. BE REMARKABLE: ZAPPOS GETS IT.
  • 66. CUSTOMER SUPPORT GETS ITS THANK YOU DEPARTMENT.
  • 67. FIVE BIGGIESH O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y1 TRUST2 TRANSPARENCY3 REALTIME4 THE EXPECTATION GAP5 FACEBOOK
  • 68. FACEBOOKSOME DIRECTIONS1 WHY SHOULD I LIKE YOU2 CUSTOM LANDINGPAGE3 REACT & REWARD4 TEASE & DISCUSS5 USE APPS & IFRAMES6 CONTESTS & QUIZZES7 DON’T OVERDO IT
  • 69. FACEBOOK N C O U R A G E L I K E SSOME EXAMPLES: E Custom welcome tabs convert almost 2X better than just your Facebook wall
  • 70. FACEBOOK N C O U R A G E L I K E SSOME EXAMPLES: E
  • 71. FACEBOOK A C E B O O K P L A C E SSOME EXAMPLES: F
  • 72. FACEBOOKF R A M E SSOME EXAMPLES: I
  • 73. FACEBOOK E A C T & R E W A R DSOME EXAMPLES: R
  • 74. FACEBOOK P P S & I N T E R A C T I V E P R O M O T I O N SSOME EXAMPLES: A Try Wildfire
  • 75. FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Try Involver
  • 76. FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Twitter app
  • 77. FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Youtube app
  • 78. two morethings to remember
  • 79. BE YTHE FIRST(forget shareholders)I T PA S O F F Check video: http://www.youtube.com/watch?v=pqHWAE8GDEk
  • 80. BE YREMARKABLEI T PA S O F F
  • 81. businesscard =facebookengagementreport 2011
  • 82. thank “If you already experimented with social media and it didn’t work, there are only two possible reasons: Your product or serviceyou isn’t any good or you’re doing it “you’re doing it wrong.” Quote: @garyvee John Meulemans Twitter: @j0hn