The Connected Economy John Horsley - etourism forum

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Importance of blogosphere and social media in tourism, by John Horsley, Client Services Director, Econsultancy

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The Connected Economy John Horsley - etourism forum

  1. 1. Travel 2.0 & The New Connected Economy 19th Feb 2008 John Horsley Client Services Director Econsultancy
  2. 2. Fragmentation of media | 2 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  3. 3. Media consumption Source: Metrica Nov 2008 | 3 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  4. 4. Increase in ‘social’ activities Source: Synovate | 4 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  5. 5. The Social Media Landscape | 5 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  6. 6. Blogosphere Blogosphere is a collective term encompassing all blogs and their interconnections. It is the perception that blogs exist together as a connected community (or as a collection of connected communities) or as a social network. The term resembles the older word logosphere (from Greek logos meaning word, and sphere, interpreted as world), the "the world of words”. Reference Wikipedia By June of 2008 blog aggregator Technorati had indexed 133,000,000 blog records. Reference Technorati
  7. 7. What is a Blog? The Lines Continue To Blur Wikipedia defines blogs as: * A Blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. * The Blogosphere is the collective community of all blogs. Since all blogs are on the Internet by definition, they may be seen as interconnected and socially networked. Discussions "in the Blogosphere” have been used by the media as a gauge of public opinion on various issues. 95% of the top 100 US newspapers have reporter blogs
  8. 8. The size of the blogosphere
  9. 9. Growth of the Blogosphere
  10. 10. What do people blog about? | 10 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  11. 11. ‘Cyprus’ specific blog posts
  12. 12. ‘Cyprus Limassol’ specific blog posts
  13. 13. How do you compare? Tags: cyprus vs. Sicily vs. tenerife vs. Tunisia
  14. 14. Microblogging | 14 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  15. 15. Microblogging | 15 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  16. 16. Wikis invoices | 16 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  17. 17. Travel Review Sites Travel-focused social media allows consumers to “get the scoop” ab facilities and service of hotels they don’t know, from other trave in real time. 4 million reviews, covering 200,000+ hotels and attractions TripAdvisor reports an estimated 80% of all comments are positive.
  18. 18. The power of a review 78% believe that consumer recommendations are the most credible form of advertising. (Nielsen, “word of mouth the Most Powerful Selling Tool, 2007). Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. ("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch, March 2007)
  19. 19. JupiterResearch, found that Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. comScore found consumers were willing to pay between 20 to 99% more for a 5-star rated product than for a 4-star rated product, depending on the product category. (comScore/Kelsey, October 2007) Nielson concluded that 81% of online holiday shoppers read online customer reviews..
  20. 20. Travel Search Engines
  21. 21. Travel Communities
  22. 22. ‘Cyprus’ Search Results Flickr 158,085 results = Cyprus Flickr 7,046 results = Cyprus + Beach Flickr 2,646 results = Cyprus Hotel Flickr 3,687 results Cyprus Larnaca Flickr 13,076 results Limassol Youtube 27,000 results = Cyprus Youtube 1,370 results = Cyprus Beach Youtube 2,790 results = Cyprus Hotel Youtube 1,260 results = Cyprus Larnaca
  23. 23. So now you know a bit more about social media, what do you do next?
  24. 24. Media sharing | 24 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  25. 25. Video, Images & Maps on-site | 25 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  26. 26. Google Alerts | 26 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  27. 27. Social Search Tools
  28. 28. Buzz Monitoring
  29. 29. Engagement Strategy Plan how you will Monitor the online communicate - What are your objectives environment - How you will achieve coverage/ - Set up tools to research blogs, engagement UGC, social media, other online media - How to monitor it effectively - ID key commentators and - How to measure it effectively influencers and their Connections - What will success look like? Evaluate - Review as a part of an - What metrics integrated strategy will you use? -Measure analytics / ‘Buzz’ monitoring Engage -What worked, - Supply content to influential bloggers what didn’t - Supply content to journalists - Evolve Tactics - Engage in leaving comments and tools - Linking strategy - Review tools and consider tactics - Form influential connections on social sites to suit your objectives - Build groups around content - What is your social currency - Post articles - Who are your conversationalists - Post optimised press releases - Integrate with marketing/PR - Post video and image content plans - Adopt social features to sites | 35 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  30. 30. Measurement • Some examples of online measurements: • Influence – mentions, links etc from high authority sources • Engagement – friends, video/podcast downloads, webchat participants, whitepaper subscriptions, RSS subscribes, tweets, diggs • Sentiment analysis – positive/negative/neutral article, blog comments, bookmarking meta data • Increase in referral URL links, visits to site from media, blogs, forums, social networks – track impact on sales/quotes/acquisitional behaviour • Increase in site visits, page impressions, times on site • Effect on organic search ranking – in-links, positioning against campaign keywords etc • Effect on Google Page Rank | 36 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
  31. 31. Some ideas to leave you with • Use blog content to your improve web sites performance • Leave comments on key travel sites and influential blogs • Add comments to your site • Have guest make comments on review sites • Build connections on social media sites • Join or create groups on social sites • Post videos to sites like YouTube and to your own • Post Images to photo sharing site • Measure buzz and reach out to influencers • Create & Distribute Content

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