Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

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Brasov Business Days - Conferinta 1: Succesul afacerilor din turism

Raluca, este director de vanzari in una din cele mai mari companii de telesales din lume: Bosch Communication Center si ea ne va vorbi despre un subiect extrem de interesant, legat de cresterea vanzarilor prin folosirea social media, cu aplicare directa in industria de tursim.

http://brasov.businessdays.ro/speakers/raluca-partenie-vasiu/

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  • Source: http://blogs.law.harvard.edu/amy/2010/01/21/social-media-%E2%80%94-a-definition/ Term Web 2.0 refers back to 2004 but does not refer to new version of www but cumulative changes in the way end users and software developers used the web
  • Blocked in many places of work Ongoing privacy concerns re sharing of user data Strong local competition in selected markets but dominant social network in eight markets Revenue primarily from advertising (Microsoft exclusive partner for serving banner advertising) 130m unique visitors in May 2010 (ComScore)
  • Send short messages of 140 characters Receive messages of selected people in real-time Source for user number: http://socialnomics.net/
  • Windows Live  MSN search engine Baidu  leading Chinese language search engine Blogger.com  free weblog publishing tool from google Sources right box: Sources: detecon, 2010 1. Nielsen, 2008 6. Datamonitor, 2008: UK European leader close to 30m, France and Germany only other countries >20m users 9. eMarketer 09/09)
  • More than 15 years of experience within the industry and qualified employees as basis for technology driven services
  • Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

    1. 1. Thank you for your attention. External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights. Bosch Communication Center   Social Media in turism
    2. 2. Despre ce discutam? <ul><li>Ce inseamna Social Media </li></ul><ul><li>Ce aduce nou fata de comunicarea traditionala </li></ul><ul><li>Ce implicatii are asupra mediului de business </li></ul><ul><li>Social Media in turism </li></ul>External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
    3. 3. Ce inseamna Social Media? <ul><li>Web 2.0 aduce ca noutati: </li></ul><ul><li>Continut creat in majoritate de utilizatori </li></ul><ul><li>Un nivel inalt al participarii si interactiunii intre utilizatori </li></ul><ul><li>Integrarea rapida in orice tip de continut digital media </li></ul>Unele aplicatii au viata scurta, altele progeseaza si se integreaza in modelele traditionale de comunicare si business External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights. Comunitati Portal Foto/Video Blog Noutati Referinte Jocuri online <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Vimio </li></ul><ul><li>Blogger </li></ul><ul><li>WorldPress </li></ul><ul><li>Twitter </li></ul><ul><li>Digg </li></ul><ul><li>Yahoo! </li></ul><ul><li>Buzz </li></ul><ul><li>Delicious </li></ul><ul><li>Stumble Upon </li></ul><ul><li>WoW </li></ul><ul><li>Second Life </li></ul>
    4. 4. Facebook – cea mai cunoscuta comunitate online <ul><li>Fondata in 2004, cu> 500 milioane utilizatori activi (a 3-a tara ca marime) </li></ul><ul><li>Permite crearea de profile personale, vizualizarea de fotografii, comunicare prin chat si mesaje catre reteaua personala </li></ul><ul><li>Se creaza grupuri de utilizatori avand interese comune </li></ul><ul><li>Utilizare pentru business: </li></ul><ul><ul><li>Pagina fanilor – creare de comunitati ale utilizatorilor </li></ul></ul><ul><ul><li>Generare de idei pentru dezvoltarea de produse noi </li></ul></ul><ul><li>Lufthansa Company (345.000 followers) </li></ul><ul><li>Lufthansa Quiz (2.000 de utilizatori activi) </li></ul>Business use External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
    5. 5. Youtube - #3 in topul celor mai vizitate site-uri web <ul><li>Lansat in 2005, cu> 50 milioane de utilizatori </li></ul><ul><li>Include video-uri postate de utilizatori, care pot fi vizionate si comentate </li></ul><ul><li>In fiecare minut sunt postate echivalentul a 24 de ore de continut video </li></ul><ul><li>Utilizare pentru business: </li></ul><ul><ul><li>Construirea brandului prin postarea de videoclipuri produse de companie </li></ul></ul><ul><ul><li>Share al videoclipurilor proprii sau create de utilizatorii companiei </li></ul></ul><ul><ul><li>Materiale video de training (d.e. pentru utilizarea aplicatiilor online) </li></ul></ul><ul><li>Promovarea destinatiilor (“Travel Stories”) </li></ul><ul><li>Recrutare (“You Can Fly”) </li></ul><ul><li>Reducerea semnificativa a costurilor (accesarea unei mase mari de clienti cu costuri minime) </li></ul>Business use External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
    6. 6. Twitter – SMS-ul Internetului <ul><li>Fondat in 2006, cu aprox. 150 milioane utilizatori (varsta medie 31) </li></ul><ul><li>Mesajele sunt transmise in timp real si limitate la 140 de caractere </li></ul><ul><li>#11 in topul celor mai vizitate site-uri web </li></ul><ul><li>Utilizare pentru business: </li></ul><ul><ul><li>Lansarea de produse noi, oferte speciale, promovarea de evenimente </li></ul></ul><ul><ul><li>Relatii cu clientii in timp real </li></ul></ul><ul><li>Resort montan premium din USA </li></ul><ul><li>Utilizeaza tweet-urile ca instrument de marketing pentru a transmite informatii locale actualizate (starea vremii, evenimente etc.) </li></ul><ul><li>Impulsioneaza astfel vanzarile in afara sezonului </li></ul>Business use External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
    7. 7. Social Media schimba regulile comunicarii de la 1:1 la n:n <ul><li>Social Media raspunde nevoii umane de interactiune </li></ul><ul><li>Este un canal de comunicare n:n in loc de clasicul 1:n </li></ul><ul><li>Transforma oamenii din consumatori in generatori de continut </li></ul><ul><li>Este ceva personal si nu se mai adreseaza doar adolescentilor </li></ul><ul><li>Permite companiilor sa creeze platforme de interactiune cu clientii </li></ul>External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
    8. 8. Si influenteaza puternic afacerile tuturor <ul><li>Google </li></ul><ul><li>Facebook </li></ul><ul><li>Youtube </li></ul><ul><li>Yahoo </li></ul><ul><li>Windows Live </li></ul><ul><li>Baidu </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger </li></ul><ul><li>(..) </li></ul><ul><li>Twitter </li></ul>Source: Alexa Traffic Rank, 2010 <ul><li>80% dintre consumatori au incredere in recomandarile altora </li></ul><ul><li>25% din cautarile legate de primele 20 de marci la nivel global sunt link-uri cu continut generat de utilizatori </li></ul><ul><li>35% din bloggeri posteaza opinii despre produse si marci </li></ul><ul><li>60.000 de comentarii pe ora in cadrul formurilor si comunitatilor </li></ul><ul><li>Dintre acestea 18% sunt negative </li></ul><ul><li>Social Media este #1 ca activitate pe web </li></ul><ul><li>Se estimeaza ca utilizarea Social Media va creste cu 27% pe an pana in 2012 in Europa </li></ul>Cele mai vizitate site-uri web, 2010 External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights. Site-uri Social Media
    9. 9. Tendinte globale in turism <ul><li>Sondajul ITB: cele mai mari 3 oportunitati de business in urmatorii 5 ani: </li></ul><ul><ul><li>Pietele emergente 28% </li></ul></ul><ul><ul><li>Tehnologia 25% </li></ul></ul><ul><ul><li>Social media 20% </li></ul></ul><ul><li>Schimbarea obiceiurilor de calatorie: durate mai scurte, frecventa mai mare  creste numarul de tranzactii si implicit presiunea pe servicii </li></ul><ul><li>Clientii isi aleg canale de comunicare facile (Air China realizeaza 13% din vanzarile directe prin Social Media) </li></ul><ul><li>Accesul clientilor la informatia online conduce la transparenta asupra preturilor  nevoie de eficienta sporita </li></ul><ul><li>Clientii solicita servicii disponibile 24/7 si livrate de experti, dar nu sunt dispusi sa plateasca pentru serviciu </li></ul><ul><li>Companiile realizeaza importanta Social Media dar nu stiu cum sa reactioneze </li></ul>Confidential | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights. Bosch Communication Center Source: ITB Report 2010/2011; World Travel Market Report 2010
    10. 10. Cum putem integra Social Media Bosch Communication Center <ul><li>Social Media poate fi integrat in orice aspect al interactiunii cu clientii </li></ul><ul><li>Comunicarea trebuie adaptata regulilor acestui canal – nu se pot folosi standardele corporate </li></ul><ul><li>Raspundeti clientilor: 89% din comentariile postate pe Facebook nu primesc raspuns din partea companiilor </li></ul><ul><li>Orice interactiune procesata competent si profesional poate aduce un client sau o vanzare noua! </li></ul>External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights. Informatii Procesarea reclamatiilor Servicii VIP Back office Programe de fidelizare Ticketing Suport web Solicitarea de servicii speciale Servicii 360 °
    11. 11. Bosch Communication Center   Succes in Social Media! External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

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