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Social Hotel association prezzo s sood

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Enhancing Revenues using social media the "social hotel"

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 & 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.
  • Transcript

    • 1. Using Social Media to Enhance Revenues:The Social Hotel February 17 2010
      Suresh Sood,
      Advisor Online Communities
      &
      Social Media Marketing Researcher UTS
    • 2. The Anthropomorphy of Destination Brands : Building the Emotional Link with Consumers through Film and Social Media, November 2010
      http://www.bit.ly/socialhotel
    • 3. 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)
    • 4. 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
    • 5. 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’
    • 6. 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
    • 7. 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)
    • 8. 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.
    • 9. Online Social Networking
      Not using - 45.5%
      Facebook - 42.9%
      Not using Facebook – 11.6%
    • 10. Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)
    • 11. Travel Distribution Chain Consumer Perspective
      Traditional Travel Value Chain
      Social Online Travel Distribution Value Chain Expands Beyond Traditional Chain
    • 12. 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
    • 13. 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.
    • 14. 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
    • 15. 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
    • 16. RS Hotel ?
      Conversations -> relationships -> transactions
      Prospects -> friends->fans -> contacts -> customers
    • 17.
    • 18. 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
    • 19. Blog Pulse Trend Search
    • 20. 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
    • 21. 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.
    • 22.
    • 23. 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.
    • 24. 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
    • 25. 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