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ENERGISE2-0.COMThe Social MediaRevolutionDr Jim Hamillwww.energise2-0.comwww.twitter.com/drjimhamill
Agenda• The Social Media Revolution• Social Media in Action – Examples• Key Things to Remember about Social Media• Social ...
What isSocial Media?                ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Web 2.0/Social MediaBusiness Impact                                                      Web 2.0 ApplicationsMindset      ...
How important has it become?                          ENERGISE2-0.COM
Social Media Revolution                          ENERGISE2-0.COM
Video QuestionsOpportunities and Threats ofSocial Media for Malta/Gozo  Tourism and Hospitality?                          ...
Social Media: The State of PlayWhere are you with socialmedia?What progress has beenmade?                            Where...
What road are we on?                       ENERGISE2-0.COM
Social Media in Action   Quick Examples                         ENERGISE2-0.COM
ENERGISE2-0.COMIn a Web 2.0 Era, the Brand Becomes the    Customer Experience of the Brand     A quick ‘personal experienc...
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
From the web site• This 5-star hotel and residence offers European hospitality with an  unmistakable French touch. The hot...
The Customer Experience      of the Brand      Tripadvisor                          ENERGISE2-0.COM
From Tripadvisor• Its getting old, the rooms are unappealing and it will never be more  than a business hotel• Being a Sof...
ENERGISE2-0.COM
Responding to Tripadvisor                ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Response Policy                  ENERGISE2-0.COM
Response Policy•   Monitor what is being said, where….•   Thank them for taking the time to leave a review•   Highlight an...
ENERGISE2-0.COM
Will It Blend? - iPad                        ENERGISE2-0.COM
5.7 Million Views                    ENERGISE2-0.COM
United Breaks Guitars                        ENERGISE2-0.COM
10.2 Million Views                     ENERGISE2-0.COM
Crowdsourced NPD                   ENERGISE2-0.COM
266,555 on Facebook                      ENERGISE2-0.COM
1.6 Million Twitter Followers                                ENERGISE2-0.COM
www.skittles.com                   ENERGISE2-0.COM
www.chelseafc.com                    ENERGISE2-0.COM
The Roger Smith Hotel New York - the  World’s most social media savvy hotel?http://econsultancy.com/blog/4586-q-a-the-mark...
Roger Smith Hotel                    ENERGISE2-0.COM
The Italian ManWho Went to Malta                    ENERGISE2-0.COM
ENERGISE2-0.COM
Key Things to Remember  about Social Media                     ENERGISE2-0.COM
1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experie...
2. It’s SocialA conversationnot a broadcastplatform                            ENERGISE2-0.COM
It’s SocialMarketing as aconversation;two-way dialogueConversations are alreadytaking place on the cloudrelevant to your b...
Be Social            ENERGISE2-0.COM
3. Power ShiftSocial media empowerscustomers, empowers thenetwork                      We no longer control the brand     ...
Customer Experience and WOMHow well are we using SM to enhance the customerexperience, especially at ‘key moments of truth...
4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any mo...
Advertising – Customer Breakup                                 ENERGISE2-0.COM
5. The End of Business as Usual                                  ENERGISE2-0.COM
The End of Business as Usual            ‘Winners’ will be those       organisations who fully utilise the         interact...
The End of Business as Usual                               ENERGISE2-0.COM
The End of Business as Usual• Rise of the social consumer• Fundamentally different from traditional consumers• Emphasis is...
New PerformanceMeasures Required                    ENERGISE2-0.COM
Performance Measurement Involvement – network/community numbers/quality, time spent,  frequency, geography Interaction –...
The ‘6Is’ Approach                             58                     ENERGISE2-0.COM
Avoid the Road toNowhere  ‘Social Media Planning Pays’                             ENERGISE2-0.COM
Potential Business Benefits     of Social Media                              ENERGISE2-0.COM
Business Benefits• Market Knowledge• Customer Insight and Understanding• Customer Interaction• Enhanced Customer Experienc...
Business Benefits• Improved Sales and Marketing• Identify and network with high value, high growth prospects• Product Deve...
Potential Business Benefits5 main areas:•   Market/Customer Knowledge & Insight•   Engagement & Reputation Management•   E...
Social Media             Listening                      http://energise2-0.com/2012/01/20/the-importance-of-so            ...
Social Media Listening                         ENERGISE2-0.COM
Listen         ENERGISE2-0.COM
Who is talking about Malta &Gozo, where online and what are     they saying abut you?                           ENERGISE2-...
Topsy - Malta                ENERGISE2-0.COM
Topsy - Gozo               ENERGISE2-0.COM
Social Mention - Malta                         ENERGISE2-0.COM
Social Mention - Gozo                        ENERGISE2-0.COM
Google Reader                ENERGISE2-0.COM
Social MediaPlanning Pays                ENERGISE2-0.COM
Social MediaDevelopment Cycle                    ENERGISE2-0.COM
SM Development Cycle                       ENERGISE2-0.COM
Five Key Areas• External Analysis: Evaluate Your Social Media  Landscape• Internal Audit: Evaluate Your ‘Readiness to Enga...
Social Media Strategy  and Action Plans                        ENERGISE2-0.COM
Use a Simplified Balanced Scorecard• Will ensure that the social media actions and initiatives you  take are fully aligned...
Social Media Balanced Scorecard• Not ‘paralysis by analysis’. By providing an agreed framework  to follow, the Balanced Sc...
Social Media Balanced Scorecard• What is the overall social media vision for your organization?• What are the key objectiv...
Social Media Strategy Map              Brief statement of your overall 2.0/Social Media Vision and MissionStrategic Object...
Key Questions to Address• What is the overall social media vision for your organisation?• What are the key objectives and ...
Key Questions to Address• For each priority Social Media Channel, what are your core  objectives for that channel; what KP...
Key Questions to Address• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in  p...
www.energise2-0.com                      ENERGISE2-0.COM
‘Be Customer Led’                    ENERGISE2-0.COM
Be Customer Led• Who are our customers, community, tribe?• Where do they hang out in social media?• How can we best engage...
www.mashable.com                   E                   ENERGISE2-0.COM
Performance MeasurementTo ensure that your Social Media activities deliver high ROI, it isimportant to monitor, measure an...
Performance MeasurementShould be undertaken at three main levels:•Individual social media channels•Overall ‘buzz’•Business...
Organization, Resource and People Issues• Organization, resource and people issues sit at the bottom of  your SM Balanced ...
Organization, Resource and People Issues• Do we have the right organisational ‘culture’ and ‘mindset’ for  Social Media? ‘...
In Summary……..’Social Media       Planning Pays’                        ENERGISE2-0.COM
Bob Dylan          Come gather round people                 Wherever you roam                   And don’t criticise       ...
Thank You            ENERGISE2-0.COM
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ADVANCE Tourism Customer Management Session 2, March/April 2012

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Slides for the ADVANCE Tourism Customer Management Module, Session 2, March/April 2012

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ADVANCE Tourism Customer Management Session 2, March/April 2012

  1. 1. ENERGISE2-0.COMThe Social MediaRevolutionDr Jim Hamillwww.energise2-0.comwww.twitter.com/drjimhamill
  2. 2. Agenda• The Social Media Revolution• Social Media in Action – Examples• Key Things to Remember about Social Media• Social Media Listening System• ‘Getting There’ – Social Media Planning Pays ENERGISE2-0.COM
  3. 3. What isSocial Media? ENERGISE2-0.COM
  4. 4. ENERGISE2-0.COM
  5. 5. ENERGISE2-0.COM
  6. 6. Web 2.0/Social MediaBusiness Impact Web 2.0 ApplicationsMindset Open sourceBusiness Intelligence Online Applications/ Web ServicesCustomer Insight and Understanding Social Network SitesCustomer Interaction Social Content – Social BookmarkingEnhanced Customer Experience – Blogs or Weblogs Rich Internet Applications WikisReputation Management Podcasts/ VodcastsSales and Marketing Virtual RealitiesProduct Development and R&D e.g. Mash Ups engage and co-create RSS FeedsIT/Software/Applications Mobile Web; Internet TelephonyOperations, Internal Processes and Characteristics Twitter HRM Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
  7. 7. How important has it become? ENERGISE2-0.COM
  8. 8. Social Media Revolution ENERGISE2-0.COM
  9. 9. Video QuestionsOpportunities and Threats ofSocial Media for Malta/Gozo Tourism and Hospitality? ENERGISE2-0.COM
  10. 10. Social Media: The State of PlayWhere are you with socialmedia?What progress has beenmade? Where are you going? ENERGISE2-0.COM
  11. 11. What road are we on? ENERGISE2-0.COM
  12. 12. Social Media in Action Quick Examples ENERGISE2-0.COM
  13. 13. ENERGISE2-0.COMIn a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
  14. 14. ENERGISE2-0.COM
  15. 15. ENERGISE2-0.COM
  16. 16. ENERGISE2-0.COM
  17. 17. ENERGISE2-0.COM
  18. 18. ENERGISE2-0.COM
  19. 19. From the web site• 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.• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.• 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… ENERGISE2-0.COM
  20. 20. The Customer Experience of the Brand Tripadvisor ENERGISE2-0.COM
  21. 21. From Tripadvisor• Its getting old, the rooms are unappealing and it will never be more than a business hotel• 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 hotels website.• 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 ENERGISE2-0.COM
  22. 22. ENERGISE2-0.COM
  23. 23. Responding to Tripadvisor ENERGISE2-0.COM
  24. 24. ENERGISE2-0.COM
  25. 25. ENERGISE2-0.COM
  26. 26. ENERGISE2-0.COM
  27. 27. Response Policy ENERGISE2-0.COM
  28. 28. Response Policy• Monitor what is being said, where….• Thank them for taking the time to leave a review• Highlight any positive aspects first• Emphasis your customer centricity• Atypical experience• Apologize (if it’s a legitimate complaint)• Your action on their feedback. How you address it• Provide an offline channel for continuing the conversation. Ask them to call or e-mail• Send strong positive message to readers….. ENERGISE2-0.COM
  29. 29. ENERGISE2-0.COM
  30. 30. Will It Blend? - iPad ENERGISE2-0.COM
  31. 31. 5.7 Million Views ENERGISE2-0.COM
  32. 32. United Breaks Guitars ENERGISE2-0.COM
  33. 33. 10.2 Million Views ENERGISE2-0.COM
  34. 34. Crowdsourced NPD ENERGISE2-0.COM
  35. 35. 266,555 on Facebook ENERGISE2-0.COM
  36. 36. 1.6 Million Twitter Followers ENERGISE2-0.COM
  37. 37. www.skittles.com ENERGISE2-0.COM
  38. 38. www.chelseafc.com ENERGISE2-0.COM
  39. 39. The Roger Smith Hotel New York - the World’s most social media savvy hotel?http://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new- york-s-social-media-hotel-3 ENERGISE2-0.COM
  40. 40. Roger Smith Hotel ENERGISE2-0.COM
  41. 41. The Italian ManWho Went to Malta ENERGISE2-0.COM
  42. 42. ENERGISE2-0.COM
  43. 43. Key Things to Remember about Social Media ENERGISE2-0.COM
  44. 44. 1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ InternetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM
  45. 45. 2. It’s SocialA conversationnot a broadcastplatform ENERGISE2-0.COM
  46. 46. It’s SocialMarketing as aconversation;two-way dialogueConversations are alreadytaking place on the cloudrelevant to your brand –how well are you listening? ENERGISE2-0.COM
  47. 47. Be Social ENERGISE2-0.COM
  48. 48. 3. Power ShiftSocial media empowerscustomers, empowers thenetwork We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  49. 49. Customer Experience and WOMHow well are we using SM to enhance the customerexperience, especially at ‘key moments of truth’?How strong is our SM WOM? ENERGISE2-0.COM
  50. 50. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to web sitesIf you treat us like sheep, we will tell youto ‘flock off’ ENERGISE2-0.COM
  51. 51. Advertising – Customer Breakup ENERGISE2-0.COM
  52. 52. 5. The End of Business as Usual ENERGISE2-0.COM
  53. 53. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationshipsHow strong is the quality of our online network? ENERGISE2-0.COM
  54. 54. The End of Business as Usual ENERGISE2-0.COM
  55. 55. The End of Business as Usual• Rise of the social consumer• Fundamentally different from traditional consumers• Emphasis is on the shared experiences of those they trust on social networks rather than corporate driven brand messages• Expect brands to respond to their socialized questions• This will require businesses to rethink their traditional approach to sales, service, marketing and customer relationship management• ‘Being Social’ will become the new key to consumer connection and success ENERGISE2-0.COM
  56. 56. New PerformanceMeasures Required ENERGISE2-0.COM
  57. 57. Performance Measurement Involvement – network/community numbers/quality, time spent, frequency, geography Interaction – actions they take – read, post, comment, reviews, recommendations Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Insight – customer insight Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
  58. 58. The ‘6Is’ Approach 58 ENERGISE2-0.COM
  59. 59. Avoid the Road toNowhere ‘Social Media Planning Pays’ ENERGISE2-0.COM
  60. 60. Potential Business Benefits of Social Media ENERGISE2-0.COM
  61. 61. Business Benefits• Market Knowledge• Customer Insight and Understanding• Customer Interaction• Enhanced Customer Experience• Business Intelligence• Reputation Management ENERGISE2-0.COM
  62. 62. Business Benefits• Improved Sales and Marketing• Identify and network with high value, high growth prospects• Product Development and R&D e.g. engage and co-create• Internal cost savings• Improved Operations and Internal Processes• Increased ROI ENERGISE2-0.COM
  63. 63. Potential Business Benefits5 main areas:• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps) ENERGISE2-0.COM
  64. 64. Social Media Listening http://energise2-0.com/2012/01/20/the-importance-of-so ENERGISE2-0.COM
  65. 65. Social Media Listening ENERGISE2-0.COM
  66. 66. Listen ENERGISE2-0.COM
  67. 67. Who is talking about Malta &Gozo, where online and what are they saying abut you? ENERGISE2-0.COM
  68. 68. Topsy - Malta ENERGISE2-0.COM
  69. 69. Topsy - Gozo ENERGISE2-0.COM
  70. 70. Social Mention - Malta ENERGISE2-0.COM
  71. 71. Social Mention - Gozo ENERGISE2-0.COM
  72. 72. Google Reader ENERGISE2-0.COM
  73. 73. Social MediaPlanning Pays ENERGISE2-0.COM
  74. 74. Social MediaDevelopment Cycle ENERGISE2-0.COM
  75. 75. SM Development Cycle ENERGISE2-0.COM
  76. 76. Five Key Areas• External Analysis: Evaluate Your Social Media Landscape• Internal Audit: Evaluate Your ‘Readiness to Engage’• Develop Your Social Media Strategy and Action Plans for ‘Getting There’• Evaluate Your Social Media Performance and ROI• Organization, People and Resource Issues ENERGISE2-0.COM
  77. 77. Social Media Strategy and Action Plans ENERGISE2-0.COM
  78. 78. Use a Simplified Balanced Scorecard• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders ENERGISE2-0.COM
  79. 79. Social Media Balanced Scorecard• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation• The steps involved can be captured in a Social Media Strategy Map• Five key questions to address…… ENERGISE2-0.COM
  80. 80. Social Media Balanced Scorecard• What is the overall social media vision for your organization?• What are the key objectives and targets to be achieved?• Who are your customers?• Key Actions and Initiatives• Organisation, Resource and People Issues ENERGISE2-0.COM
  81. 81. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and MissionStrategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / TargetsCustomer Perspective Customer Customer Customer Customer Group 1 Group 2 Group 3 Group 4Internal Management Perspective 2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media Initiative 1 Initiative 2 Initiative 3 Initiative 4 - Objectives - Objectives - Objectives - Objectives - KPIs - KPIs - KPIs - KPIs - Targets - Targets - Targets - Targets - Actions - Actions - Actions - ActionsOrganisation Perspective Organisation Resource People ENERGISE2-0.COM
  82. 82. Key Questions to Address• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives?• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)? ENERGISE2-0.COM
  83. 83. Key Questions to Address• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities? ENERGISE2-0.COM
  84. 84. Key Questions to Address• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? ENERGISE2-0.COM
  85. 85. www.energise2-0.com ENERGISE2-0.COM
  86. 86. ‘Be Customer Led’ ENERGISE2-0.COM
  87. 87. Be Customer Led• Who are our customers, community, tribe?• Where do they hang out in social media?• How can we best engage with and energise them? ENERGISE2-0.COM
  88. 88. www.mashable.com E ENERGISE2-0.COM
  89. 89. Performance MeasurementTo ensure that your Social Media activities deliver high ROI, it isimportant to monitor, measure and evaluate your social mediaperformance on an on-going basis. Key questions to address:•What social media performance measures and KPIs should beused – both in terms of the overall ‘buzz’ created and measuresfor individual channels?•What tools/software will be used to assist performancemeasurement?•What reports will be produced, for who and how frequently? ENERGISE2-0.COM
  90. 90. Performance MeasurementShould be undertaken at three main levels:•Individual social media channels•Overall ‘buzz’•Business ImpactUsing the 6Is approach ENERGISE2-0.COM
  91. 91. Organization, Resource and People Issues• Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below: ENERGISE2-0.COM
  92. 92. Organization, Resource and People Issues• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities?• Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? ENERGISE2-0.COM
  93. 93. In Summary……..’Social Media Planning Pays’ ENERGISE2-0.COM
  94. 94. Bob Dylan Come gather round people Wherever you roam And don’t criticise What you cant understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or youll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
  95. 95. Thank You ENERGISE2-0.COM

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