De impact van social media op de travel industry

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.

HITHEREd s i flet me see some han

YOU’REINTHE travel business

YOU’REUSING facebook pages

YOU’REUSING twitter

YOU’REUSING foursquare

YOU’REMAKING money with that...

ABOUT MEBRIEF INTRO online & social dino ;-) IBM - DoubleClick - Urbanology

CUSTOMERS

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

@j0hn #etravel @weare3sixtyﬁve

impact social media on travel

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

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

TRANSPARENCYTHANK YOU GOOGLE Anything can be found online about any brand.

TRANSPARENCYOR SOME REVIEWSITE

REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTI

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.

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

REALTIMEO N W E B I S C O M I N G T O OAND THE INTENTISometimesrealtime isnot enough

THEE EXPECTATION GAPPEOPL EXPECT MORE

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

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

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)

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

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

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

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

sohow do youit deal with

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.

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

TRUST E L E V E N M O M SWALMART’S

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

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.

INFLUENCERS R& HOTSPOTSHOW TO USE INFLUENCE S

INFLUENCERS R& HOTSPOTSHOW TO USE INFLUENCE Stesting destinations vip events create buzz drive salespublish breaking news credibility

TRANSPARENCYE I TIT’S HERE: BETTER EMBRAC The solution: improve your product or service and get people to talk about it

TRANSPARENCYE I TIT’S HERE: BETTER EMBRAC Remember me? Stimulate reviews

REALTIME T H E W E BBETTER MONITOR A good conversation starts with listening. #buzz - Share of Voice - Sentiment - Trends

REALTIME T H E W E BBETTER MONITOR Check video: http://www.youtube.com/watch?v=InrOvEE2v38

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

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

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

THEI VTHING NWITH SENTIMENTN E G AT E S E N T I M E T

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

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.

THE EEXPECTATIONNGAP Y M O R ESERVIC : NOT JUST A COST CE TER AN Welcome to the Thank You economy

THE EEXPECTATIONNGAP Y M O R E SERVIC : NOT JUST A COST CE TER ANIT’S ABOUT SOLVING PROBLEMS.

THE EEXPECTATIONNGAP Y M O R E SERVIC : NOT JUST A COST CE TER ANHAPPY CUSTOMERS COME BACK.

BE REMARKABLE: ZAPPOS GETS IT.

CUSTOMER SUPPORT GETS ITS THANK YOU DEPARTMENT.

FACEBOOKSOME DIRECTIONS1 WHY SHOULD I LIKE YOU2 CUSTOM LANDINGPAGE3 REACT & REWARD4 TEASE & DISCUSS5 USE APPS & IFRAMES6 CONTESTS & QUIZZES7 DON’T OVERDO IT

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

FACEBOOK N C O U R A G E L I K E SSOME EXAMPLES: E

FACEBOOK A C E B O O K P L A C E SSOME EXAMPLES: F

FACEBOOKF R A M E SSOME EXAMPLES: I

FACEBOOK E A C T & R E W A R DSOME EXAMPLES: R

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

FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Try Involver

FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Twitter app

FACEBOOK E V E R A G E S O C I A L M E D I ASOME EXAMPLES: L Youtube app

two morethings to remember

BE YTHE FIRST(forget shareholders)I T PA S O F F Check video: http://www.youtube.com/watch?v=pqHWAE8GDEk

BE YREMARKABLEI T PA S O F F

businesscard =facebookengagementreport 2011

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

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De impact van social media op de travel industry

by John Meulemans on Jun 09, 2011

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De impact van social media op de travel industry — Presentation Transcript