Social Media Phenomenon And Monitoring

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Powerpoint presentation from the seminar given at the TourismTech09 conference in Christchurch, NZ

Powerpoint presentation from the seminar given at the TourismTech09 conference in Christchurch, NZ

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Transcript

  • 1. Social Media Phenomenon and Monitoring
    Social Eyes Consultancy
  • 2. Overview
    Social Media Phenomenon
    Online Reviews and Bookings
    New Zealand Context
    Social Media Monitoring
    Freely Available Tools
    Automated Media Monitoring
    Conclusion/Questions
  • 3. Social Media Phenomenon
    Social Media is everywhere!
    Brand Ownership
    Durable trends
    Hospitality and Tourism Sectors most effected by Social Media
  • 4. Social Media Phenomenon
    Social Media is game changing
    Social Media is not just another form of media
    Social Media is more than just blogs
    Social media is decentralised and real time
    Social components drive business results
  • 5. Online Reviews and Bookings
    Interpersonal influence and WOM most influential
    Guests and visitors are increasingly going online
    Reality of public involvement in traveller reviews
    Web reviews credibility
  • 6. Social Network Popularity
  • 7. Use of Social Network Sites
  • 8. Blogging Software Popularity
  • 9. Twitter Use
  • 10. Online Reviews and Bookings
    WOM most important influencer
    Closed loop system no longer viable
    88% of those reading reviews affected their decision
    Review higher credibility than brand
    Tripadvisor
    32 million unique visitors per month
    10 million members
    20 million reviews
  • 11. New Zealand Context
    Regional Visitor Monitor
    Travellers increasingly using the internet to book
    Online accommodation up from 42% to 57% since 2007
    Online activity and attraction booking up from 55% to 62% since 2007.
    Pre-trip research increased by 39% since 2007
    Mr Bassett - “these findings show that tourism operators in all areas of the industry needed to get their inventory web-ready and keep their web content fresh and relevant”.
  • 12. New Zealand Context
    Yield-Relevant Tourist Decision Making
    LEAP, Lincoln University – Tourism Yield Research
    Identified social networks as having a vital role in tourism marketing in New Zealand, and should be an important focus for tourism operators
    International tourists leave many decisions ‘open’, which are best influenced through social mediums
  • 13. PhD Research findings to date
    90% visited review sites before travelling to NZ
    67% searched microblogging sites before visiting NZ
    73% post comments on a regular basis on a at least one social network site as they travel
    67% stated that they were more likely to complain about a negative aspect of their trip via online mediums vs. directly with the business
    78% used review and social network sites while travelling in NZ to either investigate there activity and accommodation options or to reduce their decision set.
  • 14. Social Media Monitoring
    Media monitoring in its infancy while user generated content is well established
    Failure to monitor is a disadvantage that loses YOU business
    No more closed loop systems
    Are you listening?
    Are you responding?
  • 15. Free Software
    Google Alerts and Blog Alerts
    Tweet Deck/Ping FM
    Yahoo Pipes
    Social Mention
    Technorati
    Blogpulse
    RSS feeds – general
    RSS feeds – OTA’s
  • 16. Issues with Free Software
    Hidden costs
    Spam
    Subscription
    Data Overload
    Utilisation of this new information stream
    Identification of key sites, users, geographic and demographic data
    No analysis
  • 17. Automated Monitoring
    Radian6
    Techrigy
    Brandseye
    Viralheat
    Symosos
    Brandwatch
  • 18. Automated Monitoring – must pass a few key tests
    Is it timely?
    Is the solution affordable?
    Are the essential points of sale sites delivered?
    Is your performance measured against competitors?
    Enabling and supportive tools?
    Effective filtering?
    Analysis features?
  • 19. Conclusions
    Era when businesses controlled what was said about them is over.
    Social mediums are changing the way information gets reported online
    Tourism businesses utilising this new information are experiencing increasing and new revenue streams while reducing costs
    Need your finger on the pulse
  • 20. Conclusions
    Free software solutions a good place to start
    YOU require the latest and best information to base your marketing and business decisions, strategies and evaluative tools.
    Automated monitoring becoming a necessity
  • 21. Thank You
    Social Eyes Consultancy
    www.socialeyes.co.nz
    steve@socialeyes.co.nz
    steve.wilson@lincoln.ac.nz
    www.twitter.com/_socialeyes