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Social Media Phenomenon And Monitoring
 

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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    Social Media Phenomenon And Monitoring Social Media Phenomenon And Monitoring Presentation Transcript

    • Social Media Phenomenon and Monitoring
      Social Eyes Consultancy
    • Overview
      Social Media Phenomenon
      Online Reviews and Bookings
      New Zealand Context
      Social Media Monitoring
      Freely Available Tools
      Automated Media Monitoring
      Conclusion/Questions
    • Social Media Phenomenon
      Social Media is everywhere!
      Brand Ownership
      Durable trends
      Hospitality and Tourism Sectors most effected by Social Media
    • 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
    • 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
    • Social Network Popularity
    • Use of Social Network Sites
    • Blogging Software Popularity
    • Twitter Use
    • 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
    • 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”.
    • 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
    • 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.
    • 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?
    • Free Software
      Google Alerts and Blog Alerts
      Tweet Deck/Ping FM
      Yahoo Pipes
      Social Mention
      Technorati
      Blogpulse
      RSS feeds – general
      RSS feeds – OTA’s
    • 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
    • Automated Monitoring
      Radian6
      Techrigy
      Brandseye
      Viralheat
      Symosos
      Brandwatch
    • 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?
    • 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
    • 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
    • Thank You
      Social Eyes Consultancy
      www.socialeyes.co.nz
      steve@socialeyes.co.nz
      steve.wilson@lincoln.ac.nz
      www.twitter.com/_socialeyes