Social Media in Leisure & Hospitality

Communication in the digital age It’s all about socialising, sharing and creating Marco Derksen January 2011 Social Media in Leisure & Hospitality

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

Communication in the digital age Some questions David Meerman Scott

Communication in the digital age Direct mail Direct mail

Communication in the digital age Gouden gids Gouden Gids

Communication in the digital age RTV-reclame RTV

Communication in the digital age Google Google

Communication in the digital age Social media Social media

Advertising in the digital age Netto mediabestedingen per mediumtype (in mln euro) Aanbevelingen & search

Advertising in the digital age Netto mediabestedingen per mediumtype (in mln euro) Mediabestedingen

Media shift

Communication in the digital age Internetgebruik Bron: Trendbox /STIR 2010

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

Bron: Morgan Stanley 2010 Communication in the digital age 10x more devices!

Communication in the digital age Media and behavioral shift

Communication in the digital age Van offline naar online entertainment > 25% omzet muziekindustrie gaat via internet

Communication in the digital age Van offline naar online bankieren > 75% maakt gebruik van internetbankieren

Communication in the digital age Van offline naar online shopping > 12 miljard retailomzet via internet

Communication in the digital age Van offline naar online zoeken > 95% internetters gebruikt Google

Communication in the digital age Van offline naar online zoeken > 4,000 encyclopedieën te koop via marktplaats

Communication in the digital age Van offline naar online zoeken > 75% orienteert zich online voor reis > 3 mln boeken hun reis online

Communication in the digital age Verandering in manier van communiceren

Communication in the digital age Populariteit e-mail neemt af

Communication in the digital age Hyves, Facebook, LinkedIn, etc

Bron: Morgan Stanley 2010 Communication in the digital age Sinds eind 2009 meer communicatie via sociale netwerken dan email

Communication in the digital age Dan hebben we het nog niet gehad over verschuiving naar mobiel!

Communication in the digital age ( Micro)blogging: Twitter, Facebook, Hyves, etc

Communication in the digital age Foursquare: check-in and find your friends

Communication in the digital age KLM

Communication in the digital age Hilton Hotels

Communication in the digital age Townhouse Designhotel Hotel

Communication in the digital age Museum Boerhave

Communication in the digital age TopGuest

Communication in the digital age @inbreker

Communication in the digital age En het wordt nog gekker met bliin, ustream, kyte.tv en comvu

Communication in the digital age Facebook messages

Communication in the digital age Meer, korter en sneller!

Information overload

Consumer in control

Consumer in control Ja/Nee Sticker

Consumer in control AdBlocker, smapfilter, etc

Consumer in control Really Simple Syndication (RSS)

Consumer in control Google Personal Homepage (iGoogle)

Consumer in control Podcasts

Consumer in control Digitale Video Recorder (DVR)

Consumer in control Electronic Program Guide (EPG)

Consumer in control NOS geeft kijker regie in handen

Consumer in control We bepalen zelf wanneer en hoe!

Search rules

Search rules Zoekmachines spelen in op behoefte van consument

Search rules Vertical search: Kayak, Expedia, etc.

Search rules Vertical search: Google & ITA

Search rules Search, Google Maps & Streetview

Search rules Audio, Video, Books, etc

Search rules Mobile search

Search rules Shazam

Search rules Layar: Mobile Augmented Reality Browser

Search rules Google Labs

Search rules … maar kent ook beperkingen

Social ranking will rule

Social ranking will rule Kieskeurig.nl, Vergelijk.nl, Independer.nl, etc

Social ranking will rule Zoover.nl

Social ranking will rule VakantieReisWijzer.nl

Social ranking will rule TripAdvisor.com

Social ranking will rule Snakewool.nl

Social ranking will rule Gekko.com

Social ranking will rule Like it, Retweet, etc

Social ranking will rule Google and social ranking

Social ranking will rule Digg.com, NuJij.nl, etc

Social ranking will rule Wat vinden anderen belangrijk?

Social ranking will rule Twitter.com > 190 miljoen leden > 65 miljoen tweets/dag

Social ranking will rule Facebook, Hyves, LinkedIn, etc > 500 miljoen leden > 3 miljoen leden (Nederland)

Social ranking will rule KLM Club China

Social ranking will rule Waarbenjij.nu

Social ranking will rule Reisreporter.nl

Social ranking will rule Hotello TOP

Social ranking will rule AmsterdamSlaapt.nl

Social ranking will rule Social buying

Social ranking will rule Airbnb.com

Social ranking will rule Evolution of relationship between institutes and individuals Bron: Upstream 2010

Social ranking will rule Forrester’s Social Technographics Ladder for Leisure Travelers Bron: Forrester 2010

Social ranking will rule Will Facebook be the next Google? Bron: Experian

Wat betekent dit nu voor ons?

Bron: E-consultancy Communication in the digital age Welke middelen zet ik in en voor welke doelstellingen?

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

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%

Communication in the digital age 3. Shift from push to pull

Communication in the digital age 4. Shift from spot to non-spot (relevancy!)

Communication in the digital age 5. Shift to social media Bron: Upstream 2010

Communication in the digital age Hotel Roger Smith (New York)

Communication in the digital age Virtual Hotels in Second Life

Communication in the digital age Yatt-it, online travel community for gold pass members Hyatt

Communication in the digital age Platform zelf bouwen of gebruik maken van bestaande tools?

Bron: Gartner 2010 Communication in the digital age Adoption of technology

Communication in the digital age 6. Listen and start conversation

Communication in the digital age Sociale media maken klantbelevingen meetbaar

Communication in the digital age Restaurant Goedproeven

Communication in the digital age Niet alleen negatieve, maar ook positieve reacties!

Communication in the digital age KLM is looking for a name of their shop

Communication in the digital age 7. Shift to real-time marketing

Communication in the digital age Twitter als kanaal voor crisiscommunicatie

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

Dank voor uw aandacht en succes! @marketingfacts

http://campacity.com	176
http://www.reismanagers.nl	108
http://www.hansonexperience.com	51
http://keepstream.com	12
http://paper.li	6
http://flavors.me	4
http://www.travelnext.nl	4
http://www.onlydoo.com	4
http://twitter.com	3
http://safe.tumblr.com	2
http://us-w1.rockmelt.com	2
http://www.campacity.nl	2
http://www.iweb34.com	1
http://translate.googleusercontent.com	1
http://webcache.googleusercontent.com	1

Social Media in Leisure & Hospitality

by Marco Derksen on Jan 10, 2011

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Social Media in Leisure & Hospitality — Presentation Transcript