Social Media in Leisure & Hospitality

6,005 views

Published on

Masterclass NHTV/HSMAI/NBTC: De gastvrijheidbranche & nieuwe media

Jaarbeurs Utrecht, Dutch Tourism Expo (voorheen VakantieVakbeurs)

11 januari, 2011

Lees meer:
http://www.nritonderzoek.nl/?action=pagina&id=97&id2=47

Published in: Business

Social Media in Leisure & Hospitality

  1. 1. Communication in the digital age It’s all about socialising, sharing and creating Marco Derksen January 2011 Social Media in Leisure & Hospitality
  2. 2. Aalten , Amsterdam , Arnhem , Hogeschool Arnhem-Nijmegen, scheikunde , Katholieke Universiteit Nijmegen, Organon , datamining , marketing , Ondernemer , VODW, BrandmarC , P&G, ING, digitale media , gezin , Share of Mind, Essent, Amicon, webanalytics, ilse media, Marketingfacts , Upstream , HAN , Arnhem Direct , Social ranking will rule, IAB, VPRO , Digitaal Communicatie Lab
  3. 3. Communication in the digital age Some questions David Meerman Scott
  4. 4. Communication in the digital age Direct mail Direct mail
  5. 5. Communication in the digital age Gouden gids Gouden Gids
  6. 6. Communication in the digital age RTV-reclame RTV
  7. 7. Communication in the digital age Google Google
  8. 8. Communication in the digital age Social media Social media
  9. 9. Advertising in the digital age Netto mediabestedingen per mediumtype (in mln euro) Aanbevelingen & search
  10. 10. Advertising in the digital age Netto mediabestedingen per mediumtype (in mln euro) Mediabestedingen
  11. 11. Media shift
  12. 12. Communication in the digital age Internetgebruik Bron: Trendbox /STIR 2010
  13. 13. Communication in the digital age Mediaconsumptie Bron: Forrester Research (gem. Aantal uur/wk) > 25% van onze mediatijd gaat naar internet (leeftijd) 0 2 4 6 8 10 12 16-18 19-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ Internet TV Radio Magazines Newspapers
  14. 14. Bron: Morgan Stanley 2010 Communication in the digital age 10x more devices!
  15. 15. Communication in the digital age Media and behavioral shift
  16. 16. Communication in the digital age Van offline naar online entertainment > 25% omzet muziekindustrie gaat via internet
  17. 17. Communication in the digital age Van offline naar online bankieren > 75% maakt gebruik van internetbankieren
  18. 18. Communication in the digital age Van offline naar online shopping > 12 miljard retailomzet via internet
  19. 19. Communication in the digital age Van offline naar online zoeken > 95% internetters gebruikt Google
  20. 20. Communication in the digital age Van offline naar online zoeken > 4,000 encyclopedieën te koop via marktplaats
  21. 21. Communication in the digital age Van offline naar online zoeken > 75% orienteert zich online voor reis > 3 mln boeken hun reis online
  22. 22. Communication in the digital age Verandering in manier van communiceren
  23. 23. Communication in the digital age Populariteit e-mail neemt af
  24. 24. Communication in the digital age Hyves, Facebook, LinkedIn, etc
  25. 25. Bron: Morgan Stanley 2010 Communication in the digital age Sinds eind 2009 meer communicatie via sociale netwerken dan email
  26. 26. Communication in the digital age Dan hebben we het nog niet gehad over verschuiving naar mobiel!
  27. 27. Communication in the digital age ( Micro)blogging: Twitter, Facebook, Hyves, etc
  28. 28. Communication in the digital age Foursquare: check-in and find your friends
  29. 29. Communication in the digital age KLM
  30. 30. Communication in the digital age Hilton Hotels
  31. 31. Communication in the digital age Townhouse Designhotel Hotel
  32. 32. Communication in the digital age Museum Boerhave
  33. 33. Communication in the digital age TopGuest
  34. 34. Communication in the digital age @inbreker
  35. 35. Communication in the digital age En het wordt nog gekker met bliin, ustream, kyte.tv en comvu
  36. 36. Communication in the digital age Facebook messages
  37. 37. Communication in the digital age Meer, korter en sneller!
  38. 38. Information overload
  39. 39. Consumer in control
  40. 40. Consumer in control Ja/Nee Sticker
  41. 41. Consumer in control AdBlocker, smapfilter, etc
  42. 42. Consumer in control Really Simple Syndication (RSS)
  43. 43. Consumer in control Google Personal Homepage (iGoogle)
  44. 44. Consumer in control Podcasts
  45. 45. Consumer in control Digitale Video Recorder (DVR)
  46. 46. Consumer in control Electronic Program Guide (EPG)
  47. 47. Consumer in control NOS geeft kijker regie in handen
  48. 48. Consumer in control We bepalen zelf wanneer en hoe!
  49. 49. Search rules
  50. 50. Search rules Zoekmachines spelen in op behoefte van consument
  51. 51. Search rules Zoekmachines spelen in op behoefte van consument
  52. 52. Search rules Vertical search: Kayak, Expedia, etc.
  53. 53. Search rules Vertical search: Google & ITA
  54. 54. Search rules Search, Google Maps & Streetview
  55. 55. Search rules Audio, Video, Books, etc
  56. 56. Search rules Mobile search
  57. 57. Search rules Shazam
  58. 58. Search rules Layar: Mobile Augmented Reality Browser
  59. 59. Search rules Layar: Mobile Augmented Reality Browser
  60. 60. Search rules Google Labs
  61. 61. Search rules … maar kent ook beperkingen
  62. 62. Social ranking will rule
  63. 63. Social ranking will rule Kieskeurig.nl, Vergelijk.nl, Independer.nl, etc
  64. 64. Social ranking will rule Zoover.nl
  65. 65. Social ranking will rule VakantieReisWijzer.nl
  66. 66. Social ranking will rule TripAdvisor.com
  67. 67. Social ranking will rule Snakewool.nl
  68. 68. Social ranking will rule Gekko.com
  69. 69. Social ranking will rule Like it, Retweet, etc
  70. 70. Social ranking will rule Google and social ranking
  71. 71. Social ranking will rule Google and social ranking
  72. 72. Social ranking will rule Digg.com, NuJij.nl, etc
  73. 73. Social ranking will rule Wat vinden anderen belangrijk?
  74. 74. Social ranking will rule Twitter.com > 190 miljoen leden > 65 miljoen tweets/dag
  75. 75. Social ranking will rule Facebook, Hyves, LinkedIn, etc > 500 miljoen leden > 3 miljoen leden (Nederland)
  76. 76. Social ranking will rule KLM Club China
  77. 77. Social ranking will rule Waarbenjij.nu
  78. 78. Social ranking will rule Reisreporter.nl
  79. 79. Social ranking will rule Hotello TOP
  80. 80. Social ranking will rule AmsterdamSlaapt.nl
  81. 81. Social ranking will rule Social buying
  82. 82. Social ranking will rule Airbnb.com
  83. 83. Social ranking will rule Evolution of relationship between institutes and individuals Bron: Upstream 2010
  84. 84. Social ranking will rule Forrester’s Social Technographics Ladder for Leisure Travelers Bron: Forrester 2010
  85. 85. Social ranking will rule Will Facebook be the next Google? Bron: Experian
  86. 86. Wat betekent dit nu voor ons?
  87. 87. Bron: E-consultancy Communication in the digital age Welke middelen zet ik in en voor welke doelstellingen?
  88. 88. Communication in the digital age 1. Shift from paid to owned and earned media Bron: Upstream 2010 Paid Media Owned Media Earned Media Story? Paid Media Owned Media Earned Media
  89. 89. Communication in the digital age 2. Shift to performanced based 500 euro 50 euro/lead 5 euro/klik 5 CPM Klantwaarde? Cost-per-sale (CPS) Cost-per-action (CPA) Cost-per-click (CPC) Cost-per-mille (CPM) 0,1% 10% 10%
  90. 90. Communication in the digital age 3. Shift from push to pull
  91. 91. Communication in the digital age 4. Shift from spot to non-spot (relevancy!)
  92. 92. Communication in the digital age 5. Shift to social media Bron: Upstream 2010
  93. 93. Communication in the digital age Hotel Roger Smith (New York)
  94. 94. Communication in the digital age Virtual Hotels in Second Life
  95. 95. Communication in the digital age Yatt-it, online travel community for gold pass members Hyatt
  96. 96. Communication in the digital age Platform zelf bouwen of gebruik maken van bestaande tools?
  97. 97. Bron: Gartner 2010 Communication in the digital age Adoption of technology
  98. 98. Communication in the digital age 6. Listen and start conversation
  99. 99. Communication in the digital age Sociale media maken klantbelevingen meetbaar
  100. 100. Communication in the digital age Restaurant Goedproeven
  101. 101. Communication in the digital age Restaurant Goedproeven
  102. 102. Communication in the digital age Restaurant Goedproeven
  103. 103. Communication in the digital age Niet alleen negatieve, maar ook positieve reacties!
  104. 104. Communication in the digital age Niet alleen negatieve, maar ook positieve reacties!
  105. 105. Communication in the digital age KLM is looking for a name of their shop
  106. 106. Communication in the digital age 7. Shift to real-time marketing
  107. 107. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  108. 108. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  109. 109. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  110. 110. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  111. 111. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  112. 112. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  113. 113. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  114. 114. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  115. 115. Communication in the digital age Twitter als kanaal voor crisiscommunicatie
  116. 116. Communication in the digital age Checklist Shift from paid to owned and earned media Shift to performanced based Shift from push to pull Shift from spot to non-spot Shift to social media Listen and start conversation Shift to real-time marketing
  117. 117. Dank voor uw aandacht en succes! @marketingfacts

×