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E-Commerce and Social Media Use in the Hotel Industry


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Presented by Janette Toral at the Hotel Sales and Marketing Association International Inc. (HSMA) membership meeting last August 18, 2011 at A. Venue Hotel, Makati Avenue, Makati City.

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E-Commerce and Social Media Use in the Hotel Industry

  1. 1. E-­‐Commerce  and  Social  Media   Use  in  the  Hotel  Industry   Jane:e  Toral   h:p://www.e-­‐  
  2. 2. Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   VisiBng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   VisiBng  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   AcBviBes  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  NaBonal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
  3. 3. Social  networks  start  with  ‘close  contacts/rela/ons’…   but  quickly  move  to  less  familiar  circles…   Connec/ons  on  Social  Networking  sites  (%)  Question: Who are the people you interact with regularly on these Social Networking sites?Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking sites in Past 3monthsSource: Yahoo!-Nielsen Net Index 2011
  4. 4. The  backdrop  to  e-­‐commerce  in  Philippines   Tradi/onal   Presence  of   High  reliance  on                  IT  and  Banking   counterfeits  and   inter-­‐personal   infrastructure  trade  legacy   knock-­‐offs   rela/onships   “evolving”   Lack  of  ‘accreditaBon   and   Buyers  need   Buyers  feel   Low  levels  of  guarantees… to  ensure   the  comfort,   confidence/ by  default   quality  by   dealing  with   trust  in  modern  trade   physical   known   transacBng   actually   inspecBon   vendors   online   encourages   desBnaBon   shopping   There  is  an  inherent  reluctance   to  “trade”  through  the  Internet   Digital  Philippines  2011   Yahoo  –  Nielsen  Net  Index  
  5. 5. Payments  largely  made  offline,  given  current  trust  and  comfort  levels  with  e-­‐payment   Payment    methods  (%)   Cash  (face  to  face)   53 Credit  card   36 Transfer  via  ATM/Bank   10 Internet  Banking   9 Deposited  cash  at  bank  branch   4 Online  accounts  such  as  Paypal   1 Cheque   1 Debit  card   1 Digital  Philippines  2011   Yahoo  –  Nielsen  Net  Index  
  6. 6. To  rank  vs.  To  be  social  
  7. 7. To  rank?  
  8. 8. To  share  a  story?  
  9. 9. Share  stories….  
  10. 10. ….then  rank  later…  
  11. 11. Get  suggesBon  from  friends  
  12. 12. Share  your  experience  to  others  
  13. 13. The  Social  Object,  in  a  nutshell,  is   the  reason  two  people  are  talking  to  each  other,  as  opposed  to  talking   to  somebody  else.    -­‐  Hugh  Macleod   Source:   h:p://  
  14. 14. Driving  E-­‐Commerce  via  Facebook  •  Likeable  wall  post.  •  Exclusivity  with  promoBons.  •  Add  incenBves  with  one-­‐Bme  promo  codes,   coupons,  shipping.  •  Solicit  input  on  how  you  can  improve.  •  Share  news  beyond  retail.  •  Use  it  for  customer  service  –  enable  reviews.  •  Flash  sales,  group  buy  offers,  contest.   h:p://  
  15. 15. Monitor  your  Spikes  •  Impressions  /  Feedback  •  Comments  •  Unsubscribes  •  Likes  •  External  referrers  •  Demographic  
  16. 16. Building  links  to  your  site   h:p://  
  17. 17. 5  stages  of  customer  buying  cycle  •  Awareness  •  ConsideraBon  •  Preference  /  Intent  •  Purchase  •  Repurchase   Make  content  available  through  the  right  channels   h:p://  
  18. 18. Abandon  shopping  cart  •  Do  the  two  step     –  1st  step  is  name  and  email  address  •  Make  your  message  immediate  (within  24   hours)  •  Express  concern.  (reminder)  •  Offer  incenBves  •  Get  them  to  take  another  acBon.   h:p://  
  19. 19. Know  and  manage  exactly  who  you*  are     on  the  Internet Learn  search  engine  and  social  media   markeBng  101  online  at     h:p://