Social media and Tourism: Staycation


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Slides presented at Social Media Week Glasgow as part of the Social Media and Staycation seminar (Kelvingrove Art Gallery, Glasgow)
20th September, 2011

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Social media and Tourism: Staycation

  1. 1. Social Media and Staycation Tourism Social Media Week Dr. Jim Hamill [email_address] Alan Stevenson [email_address] September, 2011
  2. 2. Agenda <ul><li>Recap: What is Social Media </li></ul><ul><li>Business Benefits </li></ul><ul><li>Social Media Planning Pays </li></ul><ul><li>Key Steps </li></ul><ul><li>Social Media Landscape(s) and Staycations </li></ul><ul><li>Questions </li></ul>
  3. 3. What is Social Media? <ul><li>The 3 main components: </li></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><ul><li>Features and characteristics </li></ul></ul></ul><ul><ul><ul><ul><li>Business impact </li></ul></ul></ul></ul>
  4. 4. Tourism 2.0 <ul><li>Applications </li></ul><ul><li>Open source </li></ul><ul><li>Online Applications / Web Services </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Social Content / Bookmarking </li></ul><ul><li>Blogs and Wikis </li></ul><ul><li>Podcasts / Vodcasts </li></ul><ul><li>Virtual Realities </li></ul><ul><li>Mash Ups </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Mobile Web - Internet Telephony </li></ul><ul><li>Twitter </li></ul><ul><li>Characteristics </li></ul><ul><li>Communities and Networks </li></ul><ul><li>Openness </li></ul><ul><li>Sharing </li></ul><ul><li>Peering </li></ul><ul><li>Hosted Services – online applications </li></ul><ul><li>The Internet as the platform </li></ul><ul><li>Interactivity </li></ul><ul><li>Social Element </li></ul><ul><li>Mass Collaboration </li></ul><ul><li>Empowerment </li></ul><ul><li>Global </li></ul><ul><li>Business Impact </li></ul><ul><li>Mindset </li></ul><ul><li>Business Intelligence </li></ul><ul><li>Customer Insight and Understanding </li></ul><ul><li>Customer Interaction </li></ul><ul><li>Enhanced Customer Experience </li></ul><ul><li>Reputation Management </li></ul><ul><li>Sales and Marketing </li></ul><ul><li>Product Development and R&D </li></ul><ul><li>IT/Software/Applications </li></ul><ul><li>Operations and Internal Processes </li></ul><ul><li>HRM </li></ul>
  5. 5. How Big Is It? Source: Search Engine Journal
  6. 6. How Big Is It? Source: Search Engine Journal
  7. 7. How Big Is It? Source: Search Engine Journal
  8. 8. <ul><li>Potential </li></ul><ul><li>Business Benefits </li></ul>
  9. 9. Business Benefits <ul><li>Used effectively, social media can deliver the following business benefits </li></ul><ul><ul><li>Market/Customer Knowledge & Insight </li></ul></ul><ul><ul><li>Engagement & Reputation Management </li></ul></ul><ul><ul><li>Enhanced Customer Experience and Loyalty </li></ul></ul><ul><ul><li>Sales/Marketing Effectiveness, Efficiency and ROI </li></ul></ul><ul><ul><li>Operations/ Internal Processes (open source and hosted apps) </li></ul></ul><ul><li>But the key words are ‘used effectively’............ </li></ul>
  10. 10. Progress Made (Forrester Research) Early Majority: the coordinating stage. The point where management begin to recognise the risks and rewards of social media with resources and a governance structure being put in place to create a consistent approach across the organization, from ‘distributed chaos’ to a more centralized approach Innovators: empowering their employees. All relevant employees have been trained and empowered to use social media. Early Adopters: the scaling and optimizing stage – from improved processes to more advanced metrics to integration with other marketing activity Late Majority: the testing stage. Companies who are ‘testing the water’ with social media; often with uncoordinated initiatives being launched by different parts of the organisation. This can often lead to ‘distributed chaos’ Laggards: the dormant stage. One in five companies is currently not using any social media. Tend to be highly conservative, heavily regulated, or just not interested Most of us are here
  11. 11. <ul><li>Social Media Planning Pays </li></ul>
  12. 12. Moving Forward <ul><li>The key strategic, management and organizational challenges involved in planning, implementing and managing successful social media strategies for sustained business growth </li></ul><ul><li>‘ Social Media Planning Pays’……. SM success requires sound planning and the application of professional project management procedures …. but not ‘paralysis by analysis’ </li></ul><ul><li>Ensure that your SM Strategy is fully aligned behind and supportive of your core business goals and objectives </li></ul>
  13. 13. <ul><li>Social Media </li></ul><ul><li>Development Cycle </li></ul>
  14. 14. SM Development Cycle
  15. 15. <ul><li>Each Step is being covered in detail on our blog at </li></ul><ul><li> </li></ul>
  16. 16. 5 Key Areas <ul><li>External Analysis: Evaluate Your Social Media Landscape </li></ul><ul><li>Internal Analysis: Evaluate Your ‘Readiness to Engage’ </li></ul><ul><li>Develop Your Social Media Strategy and Action Plans </li></ul><ul><li>Evaluate Your Social Media Performance and ROI </li></ul><ul><li>Organization, People and Resource Issues </li></ul>
  17. 17. <ul><li>1. </li></ul><ul><li>Evaluate your Social Media Landscape </li></ul>
  18. 18. ‘ Be Customer Led’ <ul><li>Or put another way. Answer 3 key questions: </li></ul><ul><li>Who are our customers, who do we wish to engage with? </li></ul><ul><li>Where do we find them ‘hanging out’ on social media? </li></ul><ul><li>How can we best engage and energise them? </li></ul>
  19. 19. <ul><li>The example of: </li></ul><ul><li>Staycations </li></ul>
  20. 20. Define and Understand <ul><li>A staycation is a period of time in which an individual or family stays and relaxes at home </li></ul>Source Wikipedia
  21. 21. Who are my customers? <ul><li>Individuals that stay at home instead of holidaying overseas </li></ul><ul><ul><li>UK Families with young children </li></ul></ul><ul><ul><li>UK Families that can’t afford a foreign holiday (recession) </li></ul></ul><ul><ul><li>UK Day Trippers </li></ul></ul><ul><ul><li>UK Weekend Breaks </li></ul></ul><ul><ul><li>UK City Breaks </li></ul></ul><ul><ul><li>UK Campers and Caravaners </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  22. 22. Where do I find them ‘hanging out’? <ul><li>On Social Media, we find our customers by monitoring relevant conversations using Social Media Monitoring Tools… </li></ul>
  23. 23. What’s the “Buzz” re: Staycations?
  24. 24. What’s the “Buzz” re: Staycations?
  25. 25. What’s the “Buzz” locally?
  26. 26. &quot;Weekend breaks&quot;…
  27. 27. “ Day trips”…
  28. 28. Identify &quot;Day Trip&quot; Communities?
  29. 29. Identify &quot;Day Trip&quot; Communities
  30. 30. On Facebook…
  31. 33. Influencers? “Day Trip” + Scotland
  32. 34. Experts? &quot;Weekend Breaks&quot;
  33. 36. Followers and other Influencers?
  34. 37. Followers and other Influencers?
  35. 40. Social Media Landscape <ul><li>What your SM Landscape Analysis should help define: </li></ul><ul><li>The channels, platforms and key sources </li></ul><ul><li>Relative priorities </li></ul><ul><li>Potential initiatives </li></ul>
  36. 41. Source: The Authors based on Mashable ( Your Web Presence Listening to Conversations Lurk / Engage in Native Spaces Key Initiative: TripAdvisor Key Initiative: Facebook Key Initiative: LinkedIn Key Initiative: Website
  37. 42. <ul><li>2. </li></ul><ul><li>Are You Ready to Engage? </li></ul>
  38. 43. Readiness to Engage <ul><li>Audit progress made </li></ul><ul><li>Are you ready </li></ul><ul><li>Revisit some of the key things to remember </li></ul>
  39. 44. Are You Ready to Engage?
  40. 45. Are You Ready to Engage?
  41. 47. <ul><li>Key things to remember </li></ul><ul><li>about Social Media </li></ul>
  42. 48. Key things to remember <ul><li>It’s social </li></ul><ul><ul><li>Online democracy </li></ul></ul><ul><ul><ul><li>Content provided by the network for the network </li></ul></ul></ul><ul><ul><li>A fundamental change </li></ul></ul><ul><ul><ul><li>In online behaviour, expectations and the online customer experience </li></ul></ul></ul><ul><ul><ul><li>The end of the ‘read only’ internet </li></ul></ul></ul><ul><ul><li>Conversations already taking place relevant to your business </li></ul></ul><ul><li>Power shift </li></ul><ul><ul><li>Social media empowers customers, empowers the network. </li></ul></ul><ul><ul><ul><li>Recognizing this shift is the cornerstone of future success </li></ul></ul></ul><ul><ul><li>C2C marketing </li></ul></ul><ul><li>Declining effectiveness of traditional approaches  </li></ul><ul><ul><li>Does anyone listen to brand messages anymore? </li></ul></ul>
  43. 49. The traditional approach Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( )
  44. 50. No longer works
  45. 51. Key things to remember <ul><li>Pull v push </li></ul><ul><ul><li>Consumers / users decide what information they wish to access </li></ul></ul><ul><li>New ‘mindsets’ are required </li></ul><ul><ul><li>Marketing as a conversation with your customers/network– dialogue NOT broadcasting </li></ul></ul><ul><ul><li>But this is something that most of us are not very good at doing. We prefer ‘telling’ people </li></ul></ul>
  46. 52. Not good at 2-way dialogue
  47. 53. Key things to remember <ul><li>SM ‘winners’ and ‘losers’ </li></ul><ul><ul><li>‘ Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships </li></ul></ul><ul><li>New performance measures </li></ul><ul><ul><li>Requires new performance measures, based upon: </li></ul></ul><ul><ul><ul><li>Quality of your network </li></ul></ul></ul><ul><ul><ul><li>Relationship strength </li></ul></ul></ul><ul><ul><ul><li>Ability to leverage </li></ul></ul></ul><ul><li>Challenges how we use technology: </li></ul><ul><ul><li>Social media monitoring tools </li></ul></ul><ul><ul><li>Redefines the concept of a web site </li></ul></ul>
  48. 54. Key things to remember <ul><li>The need for new business/marketing models </li></ul><ul><ul><li>Traditional approach: </li></ul></ul><ul><ul><ul><li>Product development </li></ul></ul></ul><ul><ul><ul><li>Differentiate – Market and Promote - Sell </li></ul></ul></ul><ul><ul><li>New model, based on: </li></ul></ul><ul><ul><ul><li>Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally </li></ul></ul></ul><ul><ul><ul><li>Engage and energise </li></ul></ul></ul><ul><ul><ul><li>‘ Create the Buzz’ </li></ul></ul></ul>
  49. 55. <ul><li>3. </li></ul><ul><li>Develop Your Social Media Strategy and Action Plans for ‘Getting There’ </li></ul>
  50. 56. Social Media Balanced Scorecard <ul><li>What is the overall social media vision for your organization? </li></ul><ul><li>What are the key objectives and targets to be achieved? </li></ul><ul><li>Who are your customers? </li></ul><ul><li>Key Actions and Initiatives </li></ul><ul><li>Organisation, Resource and People Issues </li></ul>
  51. 57. Social Media Strategy Map
  52. 58. <ul><li>4. </li></ul><ul><li>Evaluate Your Social Media Performance and ROI </li></ul>
  53. 59. Performance Measurement
  54. 60. Performance Measurement <ul><ul><li>Involvement – network/community numbers/quality, time spent, frequency, geography </li></ul></ul><ul><ul><li>Interaction – actions they take – read, post, comment, reviews, recommendations </li></ul></ul><ul><ul><li>Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc </li></ul></ul><ul><ul><li>Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking </li></ul></ul><ul><ul><li>Insight – customer insight </li></ul></ul><ul><ul><li>Impact – business impact </li></ul></ul><ul><ul><li>Social Media Monitoring Tools –Audit, Assess, Impact </li></ul></ul>
  55. 61. <ul><li>5. </li></ul><ul><li>Organization, People and Resource Issues </li></ul>
  56. 62. Organization, Resource and People <ul><li>Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. </li></ul><ul><li>In fact, the exact opposite is true, issues around </li></ul><ul><ul><li>Organisational mindset and culture </li></ul></ul><ul><ul><li>Senior management buy-in </li></ul></ul><ul><ul><li>Roles, responsibilities </li></ul></ul><ul><ul><li>Policies and guidelines </li></ul></ul><ul><ul><li>Skills and training </li></ul></ul><ul><ul><li>Strategy skills and training </li></ul></ul>
  57. 63. Concluding points <ul><li>Social media has become too important to ignore </li></ul><ul><li>Use social media to build strong relationships with: </li></ul><ul><ul><li>Customers (staycation and others) </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><li>Engage with and Energise your network to become ‘brand advocates’ </li></ul><ul><li>But plan the work and work the plan </li></ul>
  58. 64. <ul><li>Continue the discussion at </li></ul><ul><li> </li></ul>
  59. 65. <ul><li>Thank You </li></ul><ul><li>Questions </li></ul>