Social Hotel association prezzo s sood
Upcoming SlideShare
Loading in...5
×
 

Social Hotel association prezzo s sood

on

  • 1,048 views

Enhancing Revenues using social media the "social hotel"

Enhancing Revenues using social media the "social hotel"

Statistics

Views

Total Views
1,048
Views on SlideShare
1,048
Embed Views
0

Actions

Likes
1
Downloads
18
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 & niche NOT Tradigital for mass using push, automation & 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&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'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'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' 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.

Social Hotel association prezzo s sood Social Hotel association prezzo s sood Presentation Transcript

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