ENERGISE2-0.COMMalta/Gozo – TheSocial DestinationDr Jim Hamillwww.energise2-0.comwww.twitter.com/drjimhamill
Opportunitiesand Challengesfor Malta/GozoTourism andHospitality in becoming aSocial Destination?                          ...
AgendaMorning•Impact of the Social Media Revolution•What is a Social Destination?•Key Questions to Address•Group Discussio...
The SocialMediaRevolution             ENERGISE2-0.COM
Social Media Revolution                          ENERGISE2-0.COM
Infographic              ENERGISE2-0.COM
168 Million DVDs                   ENERGISE2-0.COM
294 Billion E-Mails                      ENERGISE2-0.COM
2 Million Blog Posts/172m FB                               ENERGISE2-0.COM
4.7 Billion Minutes                      ENERGISE2-0.COM
532 Million Status Updates                             ENERGISE2-0.COM
864,000 Hours of Video                         ENERGISE2-0.COM
Mobiles > People                   ENERGISE2-0.COM
Sources          ENERGISE2-0.COM
ENERGISE2-0.COM
Revolutionary Impact on World   Tourism and Hospitality                          ENERGISE2-0.COM
The Rules of Business Have Changed                                     ENERGISE2-0.COM
The End of Business as Usual• Rise of the social consumer• Fundamentally different from traditional consumers• Emphasis is...
The Connected Consumer                         ENERGISE2-0.COM
Social Media is a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer...
It’s SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening?  ...
Power ShiftSocial media empowerscustomers, empowers the network                       We no longer control the brand      ...
ENERGISE2-0.COM
Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?...
Advertising – Customer Breakup                                 ENERGISE2-0.COM
Marketing RIP                ENERGISE2-0.COM
The End of Business as Usual                               ENERGISE2-0.COM
The End of Business as Usual‘Winners’ will be those organisations who fully utilise   the interactive power of Web 2.0 tec...
New Performance Measures• Business success depends on the quality of your customer  base; the strength of the relationship...
Be Social            ENERGISE2-0.COM
How Have TourismDestinations Responded?                      ENERGISE2-0.COM
‘Doing Social’ but not ‘Being Social’                                        ENERGISE2-0.COM
www.twtrland.com                   ENERGISE2-0.COM
www.twtrland.com                   ENERGISE2-0.COM
What is a Social Destination?Summary of Module Outline                           ENERGISE2-0.COM
A Social Destination• Innovative new ways of doing things, new organisational  structures and ‘mindsets’ radically differe...
A Social Destination• Develop new innovative work methods and processes  through successfully applying social technologies...
A Social Destination• Becoming ‘Social’ touches on every aspect of a tourism  destination. ‘Being Social’ is everyone’s bu...
Key Questions to Address                           ENERGISE2-0.COM
Group Ideation• Do we need to become a Social Destination? Why? What are  the Business Benefits?• Internal: How can we bes...
Coffee then Ideation                       ENERGISE2-0.COM
Afternoon Session   Feedback and DiscussionAgree Key Actions and Initiatives                                ENERGISE2-0.COM
Social Strategy    and Action PlanA Roadmap for the Future                       ENERGISE2-0.COM
A Roadmap for the Future                           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 Destination vision for Malta/Gozo  tourism and hospitality?• W...
Social Destination Strategy Map              Brief statement of your overall 2.0/Social Media Vision and MissionStrategic ...
Key Questions to Address• What is the overall Social Destination vision for Malta/Gozo?• What are the key objectives and t...
Key Questions to Address• Do we have the right organisational ‘culture’ and ‘mindset’  for becoming a Social Destination? ...
Organization, Resource and People Issues• Organization, resource and people issues sit at the bottom of  your SM Balanced ...
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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Malta & Gozo - The Social Destination

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Slides for the Advance Tourism Leadership and Management Module - Becoming a Social Destination, Malta & Gozo October 2012

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Malta & Gozo - The Social Destination

  1. 1. ENERGISE2-0.COMMalta/Gozo – TheSocial DestinationDr Jim Hamillwww.energise2-0.comwww.twitter.com/drjimhamill
  2. 2. Opportunitiesand Challengesfor Malta/GozoTourism andHospitality in becoming aSocial Destination? ENERGISE2-0.COM
  3. 3. AgendaMorning•Impact of the Social Media Revolution•What is a Social Destination?•Key Questions to Address•Group Discussions/Breakout Session•LunchAfternoon•Ideation, Feedback and Discussion – Agree Key Actions andInitiatives•Roadmap for ‘getting there’ ENERGISE2-0.COM
  4. 4. The SocialMediaRevolution ENERGISE2-0.COM
  5. 5. Social Media Revolution ENERGISE2-0.COM
  6. 6. Infographic ENERGISE2-0.COM
  7. 7. 168 Million DVDs ENERGISE2-0.COM
  8. 8. 294 Billion E-Mails ENERGISE2-0.COM
  9. 9. 2 Million Blog Posts/172m FB ENERGISE2-0.COM
  10. 10. 4.7 Billion Minutes ENERGISE2-0.COM
  11. 11. 532 Million Status Updates ENERGISE2-0.COM
  12. 12. 864,000 Hours of Video ENERGISE2-0.COM
  13. 13. Mobiles > People ENERGISE2-0.COM
  14. 14. Sources ENERGISE2-0.COM
  15. 15. ENERGISE2-0.COM
  16. 16. Revolutionary Impact on World Tourism and Hospitality ENERGISE2-0.COM
  17. 17. The Rules of Business Have Changed ENERGISE2-0.COM
  18. 18. 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
  19. 19. The Connected Consumer ENERGISE2-0.COM
  20. 20. Social Media is 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
  21. 21. It’s SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening? ENERGISE2-0.COM
  22. 22. Power ShiftSocial media empowerscustomers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  23. 23. ENERGISE2-0.COM
  24. 24. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to your web siteIf you treat us like sheep, we will tell youto ‘flock off’. ENERGISE2-0.COM
  25. 25. Advertising – Customer Breakup ENERGISE2-0.COM
  26. 26. Marketing RIP ENERGISE2-0.COM
  27. 27. The End of Business as Usual ENERGISE2-0.COM
  28. 28. 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 relationships ENERGISE2-0.COM
  29. 29. New Performance Measures• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship• In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage ENERGISE2-0.COM
  30. 30. Be Social ENERGISE2-0.COM
  31. 31. How Have TourismDestinations Responded? ENERGISE2-0.COM
  32. 32. ‘Doing Social’ but not ‘Being Social’ ENERGISE2-0.COM
  33. 33. www.twtrland.com ENERGISE2-0.COM
  34. 34. www.twtrland.com ENERGISE2-0.COM
  35. 35. What is a Social Destination?Summary of Module Outline ENERGISE2-0.COM
  36. 36. A Social Destination• Innovative new ways of doing things, new organisational structures and ‘mindsets’ radically different from ‘Industrial Age’ command and control structures• Social media and the adoption of a social ‘mindset’ moves from the periphery to the core of everything you do• Cultivate a spirit of collaboration based on open communications, internally (with all industry stakeholders) and externally (with partners and customers)• Being lean, nimble and responsive to dynamic change based on engagement and transparency. What Don Tapscott (2010) would call ‘becoming a Wikibusiness’. ENERGISE2-0.COM
  37. 37. A Social Destination• Develop new innovative work methods and processes through successfully applying social technologies across everything a destination does• Technology is important, but first and foremost becoming a ‘Social Destination’ is a leadership and management issue. The two prerequisites are the adoption of a social ‘mindset’ and social organisational structure (‘Be Social Before Doing Social’)• Embrace introspection and extrospection to re-evaluate internal and external processes, systems, and opportunities to transform into a living, breathing entity that adapts to rapidly changing market conditions and opportunities ENERGISE2-0.COM
  38. 38. A Social Destination• Becoming ‘Social’ touches on every aspect of a tourism destination. ‘Being Social’ is everyone’s business• Mass collaboration in Online Communities of Common Interest, leveraging the collective intelligence of all industry stakeholders, is critical to becoming a ‘Social Destination’. DonTapscott, Anthony D. Williams, Macrowikinomics: Rebooting Business and the World, Portfolio Hardcover, 2010Brian Solis: The End of Business As Usual, Wiley Publishers, 2011 ENERGISE2-0.COM
  39. 39. Key Questions to Address ENERGISE2-0.COM
  40. 40. Group Ideation• Do we need to become a Social Destination? Why? What are the Business Benefits?• Internal: How can we best use Social Technologies/Media to leverage the ‘collective intelligence’ and enthusiasm of all industry stakeholders for mutual benefit – building ‘mass collaboration’? What role can the Advance-Tourism Portal play?• External: How can we best use Social Technologies/Media for building ‘mass collaboration’ with our customers; building a strong online network of brand advocates?• What role should different industry stakeholders play e.g. MTA, National Airline, Hotels, Niche Players, Customers etc• What should the next steps be? Key Actions and Initiatives? ENERGISE2-0.COM
  41. 41. Coffee then Ideation ENERGISE2-0.COM
  42. 42. Afternoon Session Feedback and DiscussionAgree Key Actions and Initiatives ENERGISE2-0.COM
  43. 43. Social Strategy and Action PlanA Roadmap for the Future ENERGISE2-0.COM
  44. 44. A Roadmap for the Future ENERGISE2-0.COM
  45. 45. Use a Simplified Balanced Scorecard• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of agreed destination goals and objectives; that KPIs are agreed for monitoring and evaluating on-going performance, impact (visitor numbers and value) and ROI; and that all key success factors are considered, especially the organization, people and resource aspects critical to becoming a Social Destination• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present Social Destination goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders ENERGISE2-0.COM
  46. 46. 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 Destination Strategy Map• Five key questions to address…… ENERGISE2-0.COM
  47. 47. Social Media Balanced Scorecard• What is the overall Social Destination vision for Malta/Gozo tourism and hospitality?• What are the key objectives and targets to be achieved?• Who are your customers (broadly defined to include industry stakeholders, partners etc)?• Key Actions and Initiatives• Organisation, Resource and People Issues ENERGISE2-0.COM
  48. 48. Social Destination 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
  49. 49. Key Questions to Address• What is the overall Social Destination vision for Malta/Gozo?• What are the key objectives and targets to be achieved from becoming a Social Destination? Are these fully aligned with and supportive of your overall business goals and objectives?• Who are your customers (including industry stakeholders)? Where do you find them ‘hanging out’ on social media? How can you best engage with them?• What are the main Social Destination Actions and Initiatives you need to take – short, medium and longer term?• For each priority initiative, what are your core objectives, KPIs, targets etc? what key tasks are needed to achieve these targets? ENERGISE2-0.COM
  50. 50. Key Questions to Address• Do we have the right organisational ‘culture’ and ‘mindset’ for becoming a Social Destination? ‘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 Destination activities?• Who is the Social Destination 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
  51. 51. 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• Becoming a Social Destination is first and foremost a leadership and management challenge NOT a technology one ENERGISE2-0.COM
  52. 52. In Summary……..’Social Media Planning Pays’ ENERGISE2-0.COM
  53. 53. 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
  54. 54. Thank You ENERGISE2-0.COM

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