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ADVANCE CM Module Session 2 SM 1


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The main presentation for Session 2 on Social Media

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ADVANCE CM Module Session 2 SM 1

  1. 1. Developing Leader for Change & Innovation in Tourism 28 th June 2010
  2. 2. <ul><li>Core Module </li></ul><ul><li>Customer Management </li></ul><ul><li>Session 2 </li></ul><ul><li>Dr Jim Hamill </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>
  3. 3. Impact of the Social Media Revolution
  4. 4. <ul><li>Agenda </li></ul><ul><li>Overview of Social Media </li></ul><ul><li>Social Media in Action </li></ul><ul><li>Key Things to Remember about Social Media </li></ul><ul><li>‘ Getting There’ – your response </li></ul>
  5. 5. <ul><li>Social Media Overview </li></ul><ul><li>Business uses/benefits </li></ul>
  6. 8. Tourism 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Impact – Wikitourism Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
  7. 10. <ul><li>Social Media in Action </li></ul><ul><li>Quick Examples </li></ul>
  8. 11. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
  9. 17. <ul><li>From the web site </li></ul><ul><li>This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments. </li></ul><ul><li>The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. </li></ul><ul><li>Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest… </li></ul>
  10. 18. <ul><li>The Customer Experience </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
  11. 19. <ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel </li></ul><ul><li>Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. </li></ul><ul><li>Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel. </li></ul>
  12. 21. <ul><li>Responding to </li></ul><ul><li>Tripadvisor </li></ul>
  13. 25. <ul><li>How not to respond </li></ul>
  14. 28. <ul><li>Response Policy </li></ul>
  15. 29. <ul><li>Monitor what is being said, where…. </li></ul><ul><li>Thank them for taking the time to leave a review </li></ul><ul><li>Highlight any positive aspects first </li></ul><ul><li>Emphasis your customer centricity </li></ul><ul><li>Atypical experience </li></ul><ul><li>Apologize (if it’s a legitimate complaint) </li></ul><ul><li>Your action on their feedback. How you address it </li></ul><ul><li>Provide an offline channel for continuing the conversation. Ask them to call or e-mail </li></ul><ul><li>Send strong positive message to readers….. </li></ul>
  16. 31. <ul><li>Will It Blend? </li></ul>
  17. 34. <ul><li>5.7 million views </li></ul>
  18. 35. United Breaks Guitars
  19. 36. 9 Million Views
  20. 37. 26,817 Comments
  21. 38. <ul><li>Fashion brands v </li></ul><ul><li>the new ‘kid on the block’ </li></ul>
  22. 39. Buy Our Stuff
  23. 40. Customer Engagement
  24. 41. Threadless on Facebook
  25. 42. 141,332 'likers'
  26. 43. 1.5 Million Twitter Followers
  27. 44. <ul><li>The Italian Man </li></ul><ul><li>Who Went to Malta </li></ul>
  28. 46. 14.6 million views
  29. 47. <ul><li>Social media redefines </li></ul><ul><li>the concept of a web site </li></ul>
  30. 48. Number 10 Built Using Wordpress
  31. 49. Embeds Content from SM Channels
  32. 50. Embeds Youtube
  33. 51. Embeds Twitter
  34. 52. Links to Facebook
  35. 53. Energise 2.0 Built on Wordpress
  36. 54. Social Bookmarking
  37. 55. CMS and Stats
  38. 56. CMS and Stats
  39. 57. CMS and Stats
  40. 58. <ul><li>Cafe Gandolfi </li></ul>
  41. 59. Brand Engagement
  42. 60. Customer Interaction/Intimacy
  43. 61. 1,300 Plus Involved
  44. 62. The Winner
  45. 63. Interaction
  46. 64. Performance Insights
  47. 65. Performance Insights
  48. 66. Performance Insights
  49. 67. Performance Insights
  50. 68. Extend to Twitter
  51. 69. The New Gandolfi Blog
  52. 70. The New Gandolfi Blog
  53. 71. The New Gandolfi Blog
  54. 72. <ul><li>The Roger Smith Hotel New York - the World’s most social media savvy hotel? </li></ul><ul><li> </li></ul>
  55. 73. Web Site
  56. 74. Blog
  57. 75. Blog
  58. 76. Youtube
  59. 77. Twitter
  60. 78. Twitter
  61. 79. Flickr
  62. 80. Flickr
  63. 81. Flickr
  64. 82. Facebook
  65. 83. Facebook
  66. 84. Tripadvisor
  67. 85. Tripadvisor
  68. 86. Tripadvisor
  69. 87. Tripadvisor
  70. 88. <ul><li>Impact </li></ul><ul><li>Aim is to increase revenue/bookings from building strong online customer/network relationships </li></ul><ul><li>When they come to New York, they will stay with us </li></ul><ul><li>Special promos related to events e.g Craft Beer Week </li></ul><ul><li>KPIs – monthly report produced covering Exposure, Engagement, Sales </li></ul><ul><li>Bookings have increased from Social Media activities </li></ul>
  71. 89. <ul><li>Things to Remember </li></ul><ul><li>about Social Media </li></ul>
  72. 90. <ul><li>It’s social </li></ul><ul><ul><li>A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet </li></ul></ul><ul><li>Power shift </li></ul><ul><ul><li>Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success </li></ul></ul><ul><li>Declining effectiveness of traditional approaches  </li></ul><ul><ul><li>Does anyone listen to sales/brand messages anymore? </li></ul></ul>
  73. 91. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( )
  74. 93. <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><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>
  75. 96. <ul><li>New performance measures </li></ul><ul><ul><li>Requires new performance measures </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>Social media monitoring tools </li></ul><ul><li>Redefines the concept of a web site </li></ul><ul><li>The need for new business/marketing models </li></ul>
  76. 97. Performance Measures - The ‘4Is’ <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>Social Media Monitoring Tools –Audit, Assess, Impact </li></ul></ul>
  77. 98. <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 – 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>
  78. 99. Monitor the Conversations <ul><li>Use Social Media Monitoring Tools to monitor online conversations relevant to your brand </li></ul><ul><li>No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat </li></ul><ul><li>More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar  </li></ul>
  79. 100. <ul><li>Who is talking about Malta, </li></ul><ul><li>where online, what are they saying? </li></ul>
  80. 111. Bob Dylan <ul><li>Come gather 'round people </li></ul><ul><li>Wherever you roam </li></ul><ul><li>And don’t criticise </li></ul><ul><li>What you can't understand </li></ul><ul><li>Your sons and your daughters </li></ul><ul><li>Are beyond your command </li></ul><ul><li>Your old road is </li></ul><ul><li>Rapidly agin‘ </li></ul><ul><li>Then you better start swimmin’ </li></ul><ul><li>Or you'll sink like a stone </li></ul><ul><li>For the times they are a-changin’ </li></ul>
  81. 112. <ul><li>‘ Getting There’ </li></ul>
  82. 113. Next Steps <ul><li>Get Involved </li></ul><ul><ul><li>Google Alerts, Linkedin, Social Media Monitoring </li></ul></ul><ul><li>Learn more </li></ul><ul><li>Develop a strategy </li></ul><ul><li>Implement </li></ul><ul><li>Monitor </li></ul>
  83. 114. SM Strategy Development <ul><li>Strategic objectives </li></ul><ul><li>Targets </li></ul><ul><li>Key performance indicators (KPIs) </li></ul><ul><li>Customer segments </li></ul><ul><li>The key social media actions and initiatives required for ‘getting there’ </li></ul><ul><li>Organisational, people and resource issues </li></ul><ul><li>Ensure that your social media strategy is fully aligned </li></ul><ul><li>with and supportive of your overall strategic goals and </li></ul><ul><li>objectives with clear targets and ROI criteria </li></ul>
  84. 115. <ul><li>Social Media </li></ul><ul><li>Development Cycle </li></ul>
  85. 116. SM Development Cycle
  86. 117. <ul><li>Each Step is being covered in detail on our blog at </li></ul><ul><li> </li></ul>
  87. 118. Five 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 for ‘Getting There’ </li></ul><ul><li>Evaluate Your Social Media Performance and ROI </li></ul><ul><li>Organization, People and Resource Issues </li></ul>
  88. 119. <ul><li>The Three Key Questions </li></ul>
  89. 120. <ul><li>Who are our customers? </li></ul><ul><li>Where do they hang out in social media? </li></ul><ul><li>How can we best engage with and energise them? </li></ul>
  90. 121.
  91. 122. <ul><li>Second presentation on Social Media Strategy Development available on </li></ul><ul><li> </li></ul><ul><li>Continue the discussion at </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  92. 123. <ul><li>Thank You </li></ul>