Slide 23: A social CRM strategy is focused around the customer It is different to traditional CRM as the main concern is not managing the relationship but treating the customer as a partner
Slide 20: Social Bookmarking Sharing and annotating different URLs and content associated with that Can be used for team collaboration Also used for research It can engage communities in sharing knowledge and best practise Sometimes used for customer service knowledge bases Good Points: shared and commented on, like interested peopleGroups can learn of new content, no longer one machine, one browser, one human Bad Points: Can be cluttered with rubbish Starts to get complex the more bookmarks
Slide 19: Social TaggingSocial tagging is something you see from far and wide, most often on website that lets you share content such as YouTube, Facebook, FlickrIt provides much richer insight into what is of interest to youIt allows you to find the other people with the same interestsGood points: Tags or likes can be shared Provides information about the specific interests of the individuals Highlight what can be important to specific customers Bad points: Can be inaccurate as no standard languages, home, neighbourhood With do not have the traditional indexing, think Google Different behaviour on different days – down to good mood
Social CRM is a philosophy and a business strategy, supported by technology, business rules, processes, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value on a trusted and transparent business environment. It is aimed at customer engagement rather than customer management
The Facts Behind FacebookFacebook has exploded in popularity past 600 million active users, and shows no signs ofslowing down.Every 20 minutes:• More than 1 million links are shared• More than 1.8 million status updates are made• More than 2.7 million photos are uploaded• More than 10 million comments are postedThese other statistics will be of interest to you as well:•50% of active users log on to Facebook in any given day• The Average user has 130 friends• Average user creates 90 pieces of content each month
More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums,etc.) are shared each month.• More than 70 translations are availableon the site• About 70% of Facebook users areoutside the United States• There are more than 200 million activeusers currently accessing Facebookthrough their mobile devices• People that use Facebook on theirmobile devices are twice as active onFacebook than non-mobile usersFrom a marketing standpoint, the fact that people share more personal details about theiridentity on Facebook than anywhere else offers unique advantages. As brands, we have access toa depth of demographic information, providing opportunities such as ad campaigns targeted toemployees at selected companies, or specific university graduating classes
Different Approaches to FacebookApproach 1: Facebook as an Exclusive SourceHotel Seven in Paris uses Facebook as the exclusive source of both hotel news and the lowestavailable room rate. By focusing attention here, they have attracted an audience of over 12,000fans: significant for a single property of their size. This is undoubtedly an extreme approach, butthe results are hard to argue with.If you want to make building your follower numbers on Facebook a priority, think about whatexclusive content you can deliver through this site.Approach 2: Facebook as a Local Community HubPoetʼs Cove Resort & Spa uses Facebook not only to connect with guests, but also to engage withthe local residents of Pender Island, British Columbia. While local residents may not beinterested in staying at your hotel, they could be a valuable source of revenue for your restaurantor spa. Positioning your property as a local hotspot can be an effective strategy for your Facebookpage.Approach 3: Facebook as a Local GuideDistrikt Hotel in New York City uses Facebook to update their community on what is happening inthe city. This is helpful because by becoming a resource for visitors to the city, Distrikt Hotelincreases the likelihood of people passing the page along to others.
Approach 4: Facebook as a Sales ToolThe Beacon in South Beach focuses on making sales by creating and promoting a special offer ontheir welcome tab: 2 free mojitos and a 15% off discount. As you saw from Hotel Seven,delivering an exclusive offer is a powerful way to focus attention. This does not have to be justdiscounts or coupons. Put together a value-added Facebook package that is compelling and onlyavailable through Facebook. Not only does this draw traffic to the page, but it gives you anotherway to measure results. Ecommerce is likely to become an increasingly important part ofFacebook activity, with powerful integrated booking engines now available. We will look at thistopic in more detail later in the guide.Approach 5: Facebook as a WebsiteOne & Only Palmilla uses advanced design to create an experience like browsing their website.(This will become easier in the future because of some new changes to the page structure, whichwe will discuss later.) Experiment with some of the new Facebook functionality to show beautifulphotography and video to your visitors that attracts them emotionally.
New DevelopmentsFacebook has quickly evolved, rendering many prior marketing tactics obsolete or ineffective.Here are four of the most important updates:1.New Page LayoutFacebook released a complete overhaul of the pages system. Among other things, you nowhavethe ability to receive more advanced reporting on your communitys activity.2. Separate Business ProfilesPreviously, personal accounts and business profiles were linked, which made engaging inconversation an awkward mess.3.Sponsored StoriesSponsored stories is a new ad format that takes your friends actions - like checking in to a place -and turns them into an advertisement.4.Booking Engine IntegrationRecent changes to the Facebook page structure are likely to make ecommerce integration withembedded booking engines increasingly common. From the time they began working onFacebook, Starwood Hotels and Resorts has provided booking functionality for all of its brands.
Designing Your Brand PageAn Inviting Welcome TabA custom welcome tab can serve several purposes:• Welcome people to the page• Explain your purpose for the page• Describe the benefits of your hotel• Invite visitors to Like the pageYour welcome tab is basically a landing page. Use the same best practices you would use for alanding page on your website: images that draw people into benefits-oriented copy, with a strongcall to action.Exclusive ContentWhy should someone join your page?Smart marketers know the best way to drive action is to make perceived value exceed perceivedrisk.. Facebook allows you to create hidden content that is only visible when someone becomes afan of your page. What incentives could you offer to encourage people to become a fan of yourhotels Facebook fan page? ……. Inside Access, City Guides, Discounts etc.
A Focus on Photos and VideoReferring back to the Seventh Art research study mentioned earlier, photos and video generatethe most engagement from Facebook fans. Facebook is a platform that favours rich media, somake posting this type of content a priority.The Feeling of Being an InsiderIf someone is engaged with your hotel or brand enough to become a fan on Facebook, thenprovide them with a little more insider access. Share upcoming news and announcements withyour Facebook community first. Share the process you go through to create your experience.Share video interviews with key personnel at your property. For marketing research anddeveloping new ideas, Facebook can be used to source new concepts and refine existing ones.This form of crowdsourcing also gives your fans the feeling of being an insider.An Example of an Engaging Brand Page is TreasureIsland Hotel (Las Vegas):http://www.facebook.com/TIvegas?sk=app_230092780361018
Integrating Facebook with your WebsiteWhat should you do once you have your Facebook page set up? Integrate it with your website.This is where we see some of the most creative innovation and remarkable results fromcompanies using Facebook.Like ButtonsPerhaps one of the simplest integrations, placing a Facebook Like Button on your website allowspeople to share that with their friends. It is recommended you add this to your homepage andselect pages on your website that contain the best content.Like BoxThe Facebook Like Box can be placed on any webpage, allowing your visitors to become fans ofyour Facebook page without leaving the website.Social PluginsIt is powerful because you can take advantage of the huge social network that exists onFacebook, and use it to enhance the web experience you provide.
Facebook PromotionsThere are three primary categories of promotions that can be conducted on Facebook: contests,advertisements, and deals.ContestsContests can be run through your page with no charge from Facebook. Tools like the ones fromInvolver and Wildfire make the process easy, and help you navigate Facebookʼs tight policy oncontests. When planning a contest, configure it in a way that attracts the right type of fan for yourpage – people who will stay engaged long after the contest is over. If the wrong incentives areused, you will end up with people who enter just for the chance to win, and then leave the pageafter the contest is done.AdvertisementsThe power of Facebook advertising is the ability to reach highly targeted segments of peoplebased on demographic criteria. You can filter the distribution by age, location, gender, hobbiesand interests, employer, and many other criteria. If pay per- click advertising in search engines isfor “what,” on Facebook you are advertising for “who.” The downside is that many people onFacebook ignore advertisements, so the click through rate can be low. Additionally, it is debatedwhether people are looking to make hotel reservations while browsing Facebook. This issomething you need to test and see if it works for you. It could be that the call to action on theadvertisement should be simply to attract people to Like your page.
Facebook PromotionsDealsFacebook is creating pages for each business address in order to give the business an opportunityto offer deals. When a customer checks into a place on Facebook Places via their mobilephone, businesses will have the opportunity to offer coupons or discounts to them. While it isunclear how Facebook Places will fare among their geolocation competitors, this remains an areato watch and experiment with.
VolkswagenVolkswagen created individual pages for each of their vehicles, and then wrapped these up intoone corporate page. One particularly innovative feature they offered was an application thatanalysed your profile, taking all the demographic information you posted, and then used that torecommend a vehicle it believed was best suited to you. What if you created a similar “HotelSelector” tool?Coca-ColaCoca-Cola has developed a reputation for running creative photo contests. This works well, sincephotos are viewed more often than anything else on Facebook. By encouraging fans to uploadphotos of themselves with Coca-Cola cans, hundreds of thousands of potential new fans will beexposed to the brand as the uploads appear in the news feeds. What photo contests could yourun? Running a contest like this for your hotel can be a powerful way to make the campaign viral.Red BullRed Bull has a solid understanding of their audience, and does a great job of delivering rich mediacontent that attracts new fans. Look at their creative use of design on the welcome page. As ahotel, make sure you understand what your audience expects (and wants) you to provide. Usevideos to share interesting content that people will pass along and introduce your brand toothers.
Your Facebook Strategy1. Decide on your Purpose for Facebook:• Is it website traffic, community engagement, brand building, or something else?• What will success look like for you? Will you know once you have reached it? To recognizesuccess, you must have metrics establishedfrom the beginning.• What key performance indicators (KPIs) will you be tracking? Number of fans is a starting point,but also monitor how many people engage with the content you post – clicking the Like button orleaving a comment. Additionally, some measure that leads back to sales, such as Facebookwebsite referrals, is helpful.2. Setup your Page• Register an account, then fill out your business profile.• Customize your welcome tab with a graphic that encourages people to interact with the rest ofyour page.• Decide on some exclusive content such as news, inside information,and special offers that will drive attention to the page.
Your Facebook Strategy3. Establish a Community Management System• Who will be involved in managing the page? Make sure this person is someone whounderstands the brand you are trying to build, and can be trusted with posting content andinteracting with your fans and customers.• What will be posted? Put together an editorial calendar for the types of content you want toshare through Facebook: news, videos, photos, offers, and contests.• How often will you post? How often will you check for comments? It is important to publishconsistently, but not too frequently. Once or twice a week is often a good starting point.• What alerts system will you have in place? Be sure to have a listening tool setup to be aware ofwhat people are saying about your hotels on Facebook.4. Integrate with your Web Presence Elsewhere• Use some form of Facebook website integration as described earlier to expand the awarenessand helpfulness of your Facebook community.
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