Social Media for Sustained Tourism Growth - Session 1


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Social Media for Sustained Tourism Growth - Session 1 from our recent workshop for Scottish tourism and hospitality businesses, March, 2010 - Jim Hamill

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  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • is built using Wordpress, an opensource (blogging) platform. It mashes video and images whilst providing latest news articles (traditional blog posts). This website was not expensive to build but it is simple and effective. The platform itself is free.
  • There is a view that those that use Web 2.0 well also do a range of other things well. No coincidence though, that there are strong links between these areas and Web 2.0 tools and applications. It helps that these companies also have the right mindset.
  • The Engagement Database helps to identify which companies are doing more in this area. The top 100 brands (courtesy of Interbrand) were reviewed by EngagementDB (a Alltimeter, Charlene Li initiative). What they found was that there were a range of brands with varying levels of channels and depth of engagement. What they found was that some channels or mavens came to the top. Li and her team has made a correlation between financial performance and mavens (supports the Aberdeen research). Revenue growth and profitability both seem higher amongst Mavens.
  • Social Media for Sustained Tourism Growth - Session 1

    1. 1. ‘ Creating the Buzz’ Web 2.0/Social Media Strategies for Sustained Tourism Growth Jim Hamill and Alan Stevenson [email_address] [email_address] March, 2010
    2. 3. Agenda <ul><li>W eb 2.0/Social Media Overview (JH) </li></ul><ul><li>Social Media Monitoring/Performance Measurement (AS) </li></ul><ul><li>‘ Getting There’ (JH) </li></ul><ul><li>Q&A </li></ul>
    3. 4. Agenda <ul><li>Informal and interactive </li></ul><ul><li>Slides and video will be available </li></ul><ul><li>Two way dialogue rather than one way broadcasting </li></ul>
    4. 5. <ul><li>Continue the conversation on </li></ul><ul><li> </li></ul>
    5. 6.
    6. 7.
    7. 8. Session 1 <ul><li>What is it? </li></ul><ul><li>Implications for my business? </li></ul><ul><li>How big is it? </li></ul><ul><li>Things to remember about Social Media </li></ul><ul><li>Examples </li></ul><ul><li>‘ Getting There’ </li></ul>
    8. 9. <ul><li>Examples First </li></ul>
    9. 10. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    10. 16. From the web site <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>
    11. 17. <ul><li>The Customer Experience </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
    12. 18. From Tripadvisor <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>
    13. 28. United Breaks Guitars
    14. 29. United Breaks Guitars
    15. 30. SWA Rapper
    16. 31. SWA Rapper
    17. 32. SWA Rapper
    18. 33. <ul><li>Fashion brands v </li></ul><ul><li>the new ‘kid on the block’ </li></ul>
    19. 35.
    20. 36.
    21. 37.
    22. 38.
    23. 39. <ul><li>Tourism and </li></ul><ul><li>Hospitality Examples </li></ul>
    24. 40. <ul><li>Responding to </li></ul><ul><li>Tripadvisor </li></ul>
    25. 44. <ul><li>How not to respond! </li></ul>
    26. 45. The Customer <ul><li>Our room was cold and the bed was one of the most uncomfortable I've ever slept in….. </li></ul><ul><li>The bathroom was very badly designed with an eccentric colour scheme of mauve and yellow. … and very cold…no shaving mirror…..suffered badly from condensation and with tiled walls and floor became very slippery </li></ul><ul><li>But the worst thing about this hotel is the prices which are way out of line for the quality of accommodation and food offered. We stayed two nights, ate two dinners and drank very little. The bill was over £500. </li></ul>
    27. 46. Management Response <ul><li>All the staff are mortified that your room was the wrong colour. We make every effort to ascertain guests' total requirements before their arrival, and note that in this instance that part of the booking process was not adhered to </li></ul><ul><li>The Bed and Breakfast rate of £67.50 per person per night is not excessive, and neither is the £38 per person for dinner in our beautifully appointed silver service restaurant. This price covers an unrestricted choice from our a la carte menu featuring very high quality local produce prepared to an exacting standard. Less champagne, in this instance, would have reduced the final bill. </li></ul>
    28. 47. <ul><li>Don’t mess with the buffalos….. </li></ul><ul><li>45 million views </li></ul>
    29. 49. ROI to Kruger National Park <ul><li>Production/ marketing costs = 0 </li></ul><ul><li>Views = 45 million </li></ul>
    30. 50. <ul><li>Cafe Gandolfi </li></ul>
    31. 51. Cafe Gandolfi
    32. 52. Cafe Gandolfi
    33. 53. Cafe Gandolfi
    34. 54. therogersmithhotelnewyork <ul><li>World’s most social media savvy hotel? </li></ul><ul><li> </li></ul>
    35. 55. therogersmithhotelnewyork
    36. 56. therogersmithhotelnewyork
    37. 57. therogersmithhotelnewyork
    38. 58. therogersmithhotelnewyork
    39. 59. therogersmithhotelnewyork
    40. 60. therogersmithhotelnewyork
    41. 61. therogersmithhotelnewyork
    42. 62. therogersmithhotelnewyork
    43. 63. therogersmithhotelnewyork
    44. 64. therogersmithhotelnewyork
    45. 65. therogersmithhotelnewyork
    46. 66. therogersmithhotelnewyork
    47. 67. therogersmithhotelnewyork
    48. 68. therogersmithhotelnewyork
    49. 69. therogersmithhotelnewyork
    50. 70. therogersmithhotelnewyork
    51. 71. therogersmithhotelnewyork
    52. 72. Impact <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>
    53. 73. The Best Job in the World
    54. 74. <ul><li>Enjoy England </li></ul><ul><li> </li></ul>
    55. 75. Enjoy England <ul><li>2008, redevelopment of the main web site to encourage online community and user generated content </li></ul><ul><li>Major positive impact on site performance……. </li></ul>
    56. 76. Impact <ul><li>Significant increase in online retention rates </li></ul><ul><li>Community of people who love to share about places they visit using the web site as a platform </li></ul><ul><li>The user generated forum and photos section of the site is the most sticky part. Users spend three times as long on these sections as they do across the site generally </li></ul><ul><li>The online TV series, which is based on user-generated content, attracts up to 100k visits a month. This is usually our most requested content item </li></ul><ul><li>30% increase in unique site visits and an increase in ‘conversion’ </li></ul>
    57. 77.
    58. 78.
    59. 79.
    60. 80.
    61. 81.
    62. 82.
    63. 83.
    64. 84.
    65. 85.
    66. 86.
    67. 87.
    68. 88. <ul><li>Pure Michigan </li></ul><ul><li>The most ‘engaged’ US State </li></ul>
    69. 89.
    70. 90.
    71. 91.
    72. 92.
    73. 93. <ul><li>Starwood Hotels </li></ul><ul><li>and Resorts </li></ul>
    74. 94. Starwood Hotels and Resorts <ul><li>October 21st, 2009 - a comprehensive new social media campaign across Facebook, Twitter and the iPhone </li></ul><ul><li>The applications rely heavily on user-populated content, but the hotel chain has also put its army of concierges to work to help jump start the flow of information </li></ul><ul><li>The services are offered through the Starwood Preferred Guest program. They help guests of hotels and resorts like the Sheraton and Westin chains, find information on local restaurants, entertainment venues etc </li></ul>
    75. 95. Starwood Hotels and Resorts <ul><li>The Facebook application, called SPG TripShare - gives users the ability to add up to 5 photos from their vacations or travels to a central, searchable album </li></ul><ul><li>The Twitter application pairs with Google Maps to offer reviews of eateries and local attractions. The reviews will be identifiable by location, and will be entirely populated by users </li></ul><ul><li>The hotel took advantage of the knowledge base of its concierges to input some restaurants and hot spots </li></ul><ul><li>A new iPhone application will allow patrons of the hotels to check their reservation information and Starwood accounts </li></ul>
    76. 96. <ul><li>Linkedin </li></ul>
    77. 97. Linkedin
    78. 98. Linkedin
    79. 99. <ul><li>Pulling it </li></ul><ul><li>all together </li></ul>
    80. 100. <ul><li>Web 2.0/Social Media </li></ul><ul><li>An Overview </li></ul>
    81. 101. What Is It? <ul><li>An over hyped ‘buzz’ word or an opportunity for ‘creating a buzz’ about your brand? </li></ul><ul><li>It’s a fundamental, revolutionary change in online behaviour, expectations and the customer experience </li></ul><ul><li>Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries </li></ul><ul><li>Major opportunities, but also threats, for your organisation </li></ul>
    82. 102. Web 2.0/Social Media <ul><li>An Overview </li></ul><ul><ul><ul><ul><ul><li>Applications </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Features and Characteristics </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Implications </li></ul></ul></ul></ul></ul>
    83. 103. Applications Social Network Sites Social Content Social Bookmarks Blogs Wikis Virtual Realities RSS Feeds Podcasts Social Applications Twitter Mash Ups Mobile Web; Internet Telephony
    84. 105. Internal and External Use <ul><li>These applications can be used on your </li></ul><ul><li>own web site and/or by participating in </li></ul><ul><li>‘ external 2.0’ sites </li></ul><ul><li>2.0 redefines the concept of a web site </li></ul>
    85. 106. Characteristics Communities and Networks Interactivity Social Element Openness Peering Hosted Services Global Sharing Empowerment Mass Collaboration The Internet as the platform
    86. 107. Impact Business Intelligence Customer Interaction Sales & Marketing Customer Experience Customer Insight Processes and HRM Mindset Product Development Reputation Management Rich Internet Applications IT Infrastructure
    87. 108. 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
    88. 111.
    89. 112. Three Simple Questions <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. 113. <ul><li>Business Impact/ </li></ul><ul><li>Opportunities </li></ul>
    91. 114. Business Impact <ul><li>Knowledge and Insight </li></ul><ul><li>Engagement / Reputation Manag. </li></ul><ul><li>Enhanced Customer Experience </li></ul><ul><li>Sales and Marketing </li></ul><ul><li>Operations/ Internal Processes </li></ul>
    92. 115. Business Impact Social Media Application Knowledge and Insight Engagement / Reputation Manag. Enhanced Customer Experience Sales and Marketing Operations/ Internal Processes Feeds & Alerts           Review and Recommendations Sites Publishing           Microblogging           Social and Professional Networking           Multimedia Sharing           Rich Internet Applications           Social Bookmarking           Mobile & Internet Telephony           OpenSource & Hosted Apps          
    93. 116. <ul><li>Things to </li></ul><ul><li>Remember about SM </li></ul>
    94. 117. The Essence of Social Media <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>
    95. 118. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( )
    96. 120. The Essence of Social Media <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, a conversation with your network – dialogue not broadcasting </li></ul></ul><ul><ul><li>But this is something that most of us are not very good at doing </li></ul></ul><ul><ul><li>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>
    97. 123. The Essence of Social Media <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>   </li></ul><ul><li>Redefines the concept of a web site </li></ul><ul><li>The need for new business/marketing models </li></ul>
    98. 124. 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>
    99. 126. Business Impact <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>
    100. 127. Does It Work? Growing evidence that it does..... Engaged customers tend to be more loyal
    101. 128. YouTube
    102. 129. <ul><li>Aberdeen Research Group – study of the social media practices of 250 organisations </li></ul><ul><ul><li>‘ Best in class’ (50) </li></ul></ul><ul><ul><li>‘ Industry average (125) </li></ul></ul><ul><ul><li>‘ Laggards’ (75) </li></ul></ul><ul><li>‘ Best in class’ outperformed others in many key areas </li></ul><ul><ul><li>Customer satisfaction </li></ul></ul><ul><ul><li>Actionable insights delivered </li></ul></ul><ul><ul><li>Reduced time to market </li></ul></ul><ul><ul><li>Customer insight </li></ul></ul><ul><li>Source: Weber, 2009 </li></ul>Impact
    103. 131. 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>
    104. 132. <ul><li>Thank You </li></ul>