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Using Social Media to Enhance Revenues:The Social Hotel February 17 2010<br />Suresh Sood, <br />Advisor Online Communitie...
The Anthropomorphy of Destination Brands : Building the Emotional Link with Consumers through Film and Social Media, Novem...
Topics for Discussion<br />Social media marketing <br />Social Traveller<br />Importance of Facebook <br />Social Value Ch...
Social Media Marketing is not Conventional Marketing<br />“a many-to-many mediated communications model in which <br />con...
A New Way of Marketing ? <br />Social Network<br /> Marketing <br />1:1<br /> Marketing <br />‘All Customers<br />in a net...
GreatMystery14<br />www.facebook.com/sureshsood<br />soody<br />ssood<br />Hero5!<br />twitter.com/soody<br />www.bravenew...
Social Traveller: sources content & inputs from social travel sites <br />General social networks and sites:<br />Facebook...
Inbound Tourist Study Bangkok Airport(April 2010)<br />A quantitative survey of 320 outbound travellers<br />Face-to-face ...
Online Social Networking<br />Not using - 45.5%<br /> Facebook - 42.9%<br />Not using Facebook – 11.6%<br />
Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)<br />
Travel Distribution Chain Consumer Perspective <br />Traditional Travel Value Chain<br />Social Online  Travel Distributio...
Landscape Online Travel 2010-2015 <br />Accommodation<br />Road<br />Airlines<br />Rail/Ferry<br />Hotels<br />B&B<br />Cr...
Ancillary Revenue US Airlines Source: Bureau of Transportation Stats, Form 41; Schedule P1.2<br />In 2009, the American ai...
B2B Social <br />Airlines and frequent flyer lounge operators<br />Travel agents<br />Travel management companies<br />Glo...
The Social Hotel<br />Social media as asset and deep integration with networks<br />Gen Y as customers (15 – 25)<br />At m...
RS Hotel ?<br />Conversations -> relationships -> transactions<br />Prospects -> friends->fans -> contacts -> customers<br />
Recommendations: Hotel Industry Participants 2011<br />Social media marketing for all destination assets<br />Social Conte...
Blog Pulse Trend Search<br />
Social Media Customer Contact Centre<br />Offers Calendar  <br />Travel<br />Community<br />B2C & B<br />Social Media <br ...
Community Manager/Curator <br />Serve customers through listening and responding to needs vs. marketing or advertising. <b...
2015 - Travel Industry Participants <br />Facebook as a travel intermediary providing recommendations via<br />9 million A...
2015 Key Scenario – ConsumerPerspective<br />Travel substitution e.g. in home travel experiences available at time of drea...
Go-Nowhere-Gamers<br />“Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social netw...
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Social Hotel association prezzo s sood

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Enhancing Revenues using social media the "social hotel"

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  • Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology &amp; niche NOT Tradigital for mass using push, automation &amp; technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&amp;D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
  • Also, think Mobile we will discuss UK stats shortly from December released over weekend. Social Media moving rapidly to be the gateway to web content Facebook has replaced her newspaper as the go-to place for relevant news in Susie’s life. It&apos;s not hard to imagine a near future where Facebook (and sites like it) also replace a lot of the ways we use atomized search.For people who are deeply immersed in social media, social networks are already a much heavier influence on personal choices--where to visit, what concert to attend--than traditional advertising. Which means that your organization&apos;s website--a brochure out in the wilderness of the Web--is only going to remain relevant and useful as a marketing piece if it is being referenced in the social context of your users&apos; lives. the next generation of Web users may find what they want by using their social network rather than a search algorithm. Social Media changes way we deal with web and in a sec we see mobile.
  • Transcript of "Social Hotel association prezzo s sood"

    1. 1. Using Social Media to Enhance Revenues:The Social Hotel February 17 2010<br />Suresh Sood, <br />Advisor Online Communities<br />&<br />Social Media Marketing Researcher UTS<br />
    2. 2. The Anthropomorphy of Destination Brands : Building the Emotional Link with Consumers through Film and Social Media, November 2010<br />http://www.bit.ly/socialhotel<br />
    3. 3. Topics for Discussion<br />Social media marketing <br />Social Traveller<br />Importance of Facebook <br />Social Value Chain and Ancillary Revenue<br />B2B Social <br />The Social Hotel <br />Recommendations for 2011<br />Social Media Customer Contact Centre <br />Resourcing for Social Hotel<br />2015 vision (consumer and travel participants) <br />
    4. 4. Social Media Marketing is not Conventional Marketing<br />“a many-to-many mediated communications model in which <br />consumers can interact with the medium, firms can provide <br />content to the medium and, in the most radical departure from <br />traditional marketing environments, consumers can provide <br />commercially oriented content to the medium.”<br />Hoffman & Novak, 1997<br />
    5. 5. A New Way of Marketing ? <br />Social Network<br /> Marketing <br />1:1<br /> Marketing <br />‘All Customers<br />in a network <br /> interrelated’<br />Segment <br />Marketing<br />‘All Customers are different’<br />‘All Customers<br /> in a segment <br />the same’<br />Shotgun<br />Marketing<br />‘All Customers <br />the same’<br />
    6. 6. GreatMystery14<br />www.facebook.com/sureshsood<br />soody<br />ssood<br />Hero5!<br />twitter.com/soody<br />www.bravenewtalent.com/talent/suresh_sood<br />www.linkedin.com/in/sureshsood<br />Geektoid<br />Mangala<br />scuzzy55<br />suresh.sood@uts.edu.au<br />
    7. 7. Social Traveller: sources content & inputs from social travel sites <br />General social networks and sites:<br />Facebook (e.g. referrals to hotel web sites) <br />Flickr (uploads from destination) <br />Twitter (alerts on posted reviews, special offers e.g. Tornoto at 50% discount from Virgin America and geotagging use www.connectme360.com to check out ground content from destination tweets)<br />LinkedIn<br />YouTube (video of destination experience)<br />Mobile social networks – foursquare and Gowalla<br />Travel Blogs – Travelpod and TravelBlog<br />Social Travel guides/networks – WAYN<br />Travel review sites – trip advisor and Travel Post<br />Online Travel Agencies (hotel reviews)<br />
    8. 8. Inbound Tourist Study Bangkok Airport(April 2010)<br />A quantitative survey of 320 outbound travellers<br />Face-to-face intercept survey<br />The survey establishes buying patterns of consumers and particular impacts for travel purchasing<br />Distribution channels and information sources <br />Interviewed in the departure lounge transiting to Australia. <br />Composition both European transit passengers and Thai travellers departing to Australia. <br />
    9. 9. Online Social Networking<br />Not using - 45.5%<br /> Facebook - 42.9%<br />Not using Facebook – 11.6%<br />
    10. 10. Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)<br />
    11. 11. Travel Distribution Chain Consumer Perspective <br />Traditional Travel Value Chain<br />Social Online Travel Distribution Value Chain Expands Beyond Traditional Chain<br />
    12. 12. Landscape Online Travel 2010-2015 <br />Accommodation<br />Road<br />Airlines<br />Rail/Ferry<br />Hotels<br />B&B<br />Cruise<br />Skyteam<br />Farebundles<br />Ancillary Fees <br />GDS/CRS<br />Amadeus<br />Galileo<br />Worldspan<br />USA:<br />Expedia<br />Orbitz<br />Priceline<br />Travelocity<br />Online Travel Agencies (OTAs)<br />Retail Travel Agents<br />Wholesalers<br />Business<br />Leisure<br />Packaged Tour<br />FIT VFR<br />MICE<br />12<br />UK:<br />Expedia<br />Opodo<br />Booking.com (Priceline)<br />Lastminute.com (Travelocity)<br />India:<br />Makemytrip<br />Yatra<br />Travel Guru<br />Cleartrip<br />Tour Operators<br />
    13. 13. Ancillary Revenue US Airlines Source: Bureau of Transportation Stats, Form 41; Schedule P1.2<br />In 2009, the American airline industry collected $7.8 billion with Delta $1.6 billion from Ancillary services <br />Ancillary services are non-ticket related charged services e.g. blankets, excess baggage, flowers, flight insurance, frequent flyer, meals, hotel bookings, in-flight entertainment, pet transportation, pillows, theme parks, theatre/concerts, trains and even advertising space on trays.<br />
    14. 14. B2B Social <br />Airlines and frequent flyer lounge operators<br />Travel agents<br />Travel management companies<br />Global distribution system operators <br />Charge card providers e.g. Amex, Visa, Mastercard and Diners<br />Corporate booking engines<br />Online Travel Agents – Expedia, priceline, Travelocity and Orbitz<br />Meta search – Kayak, bing (Microsoft) and fly.com<br />90% of B2B technology buyers view online video.<br />80% read blogs. <br />37% post questions on social networking sites<br />16% engage customers on Facebook<br />69% are active in social networks. <br />Webbiquity, Best Social Media Stats, Facts and Marketing Research of 2010<br />
    15. 15. The Social Hotel<br />Social media as asset and deep integration with networks<br />Gen Y as customers (15 – 25)<br />At moment of truth<br />Who am I, What I do, What I look like, What I like to do <br />Content well beyond room booking<br />Content generation by hotel staff<br />Bedside iPad (optional) <br />Social Hub and content curationvs Web site<br />Provides real time experiences<br />
    16. 16. RS Hotel ?<br />Conversations -> relationships -> transactions<br />Prospects -> friends->fans -> contacts -> customers<br />
    17. 17.
    18. 18. Recommendations: Hotel Industry Participants 2011<br />Social media marketing for all destination assets<br />Social Content mechanisms e.g. wikis and video<br /> Listening to conversations systematically<br />Engage with travellers on social networks and knowledge sharing about destination independent of sales activity<br />Establish a social media customer contact centre<br />
    19. 19. Blog Pulse Trend Search<br />
    20. 20. Social Media Customer Contact Centre<br />Offers Calendar <br />Travel<br />Community<br />B2C & B<br />Social Media <br />Press Release<br />Centre <br />Feeds <br />Dashboard<br /> EDM <br /> Template<br />Track opens<br />Membership<br />CRM<br />Twitter<br />Time schedule<br />Data Acquisition<br />From<br />Mobile Apps<br />FAQs<br />Forum links<br />
    21. 21. Community Manager/Curator <br />Serve customers through listening and responding to needs vs. marketing or advertising. <br /> <br />Focus on launching and growing the community through:<br /> <br /> <br />Invite creators and influencers to become charter members of the community<br /> <br />Create evangelists through providing exclusive access to new information, <br /> attendance at pre-launch party and have them provide feedback for future initiatives<br />Start community with conversations and have community manager encourage sharing <br />stories of problems, overcoming issues and successes<br /> <br />Ensure community can be readily found with links from web sites, blogs <br />and other popular social media.<br /> <br />Accelerate community adoption through existing marketing efforts including <br />emails newsletters and create a sense of urgency. <br />
    22. 22.
    23. 23. 2015 - Travel Industry Participants <br />Facebook as a travel intermediary providing recommendations via<br />9 million Australian users of social networks to international visitors<br />Connected and Instant bookings available via Apple iTravel, Facebook, Google Television or an equivalent consumer interface allowing processing of transactions.<br />Splinternetin full operation with travel guides on iPad devices and travel experts available on demand via social networks directly imbedded into the social guides and travel blogs.<br />Travel substitution products exhibiting Australia’s natural assets to be viewed and sold via High Definition 3D Immersive capabilities for Go nowhere Gamers and visitors in the pre-planning stage of purchasing an experience.<br />
    24. 24. 2015 Key Scenario – ConsumerPerspective<br />Travel substitution e.g. in home travel experiences available at time of dream and post travel <br />Recommendations from family and friends<br />Instant Booking of destination ground assets including everything from hotels, restaurant table, reservations, transportation and theme park rides<br />Straight through processing of Booking -> check-in -> in-flight -> baggage<br />Efficient and effective automated language translation e.g. Chinese<br />
    25. 25. Go-Nowhere-Gamers<br />“Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.”<br />Future of Free Time, April 2010<br />
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