Social media in travel and hospitality business

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Social media in travel and hospitality business

  1. 1. social media<br />?<br />important in travel & hospitality business<br />
  2. 2. booking a holiday is a largeinvestmentin terms of moneyspent and happinessreturned<br />KathrynMcDonellonEconsultancy<br />
  3. 3. defining and positioningsocial media<br />katrien cattoor - khbo<br />3<br />
  4. 4. what is social media?<br />< the internet ? <br />< the internet as a tool ?<br />< the internet as a conversation tool ?<br />= websites as aconversationtool <br />©katrien cattoor - khbo<br />4<br />
  5. 5. let’s talk to eachother!<br />katrien cattoor - khbo<br />5<br />
  6. 6. definitionsocial media<br />online media thatallowusersto participatein the creation of the content<br /><ul><li>traditional media delivers content butdoesn’tallow to participate</li></ul>Susan Ward – IT consultant <br />katrien cattoor - khbo<br />6<br />
  7. 7. tourismon the internet <br />e-tourism<br />social media<br /><ul><li>marketing <communication
  8. 8. B2C + B2B + C2B + C2Ceverydirection
  9. 9. public
  10. 10. harder to manageharder to measureresults
  11. 11. focus onnetworking
  12. 12. marketing < selling
  13. 13. B2CorB2Bonedirection
  14. 14. private
  15. 15. easier to manageeasier to measureresults
  16. 16. focus on service</li></ul>©katrien cattoor - khbo<br />7<br />
  17. 17. the online community<br />facebooktwitterflickrbloggerwordpressdeliciousfoursquareidenti.capicasatripadvisorlastfmblip.fmfriendfeedyoutubeslidesharemyspacesoundclouddiigogooglelinkedinqqwikipedia<br />©katrien cattoor - khbo<br />8<br />
  18. 18. anexampleof a customerusingsocial mediato share a travel experiencewithpeers<br />©katrien cattoor - khbo<br />9<br />
  19. 19. ©katrien cattoor - khbo<br />10<br />shareyourexperienceat yourlocation<br />check in<br />locateyourself<br />
  20. 20. look at me !<br />katrien cattoor - khbo<br />11<br />
  21. 21. ©katrien cattoor - khbo<br />12<br />automaticallyshareyourexperienceat thatlocationvia Twitter / Facebook<br />
  22. 22. anexampleof a citytourism board usingsocial mediato have a conversationwithvisitors<br />13<br />katrien cattoor - khbo<br />
  23. 23. katrien cattoor - khbo<br />14<br />corporate website<br />
  24. 24. katrien cattoor - khbo<br />15<br />corporate website<br />look! myfacebookfriendswhopushedon I like<br />
  25. 25. katrien cattoor - khbo<br />16<br />
  26. 26. katrien cattoor - khbo<br />17<br />
  27. 27. anexampleof a touroperatorusingsocial mediato have a conversationwithcustomers<br />katrien cattoor - khbo<br />18<br />
  28. 28. katrien cattoor - khbo<br />19<br />
  29. 29. talk to me !<br />katrien cattoor - khbo<br />20<br />
  30. 30. katrien cattoor - khbo<br />21<br />
  31. 31. katrien cattoor - khbo<br />22<br />
  32. 32. let’ssharewhat we knowtogether!<br />katrien cattoor - khbo<br />23<br />
  33. 33. generalplayers<br />©katrien cattoor - khbo<br />24<br />* in 2010<br />
  34. 34. specialplayers<br />©katrien cattoor - khbo<br />25<br />
  35. 35. katrien cattoor - khbo<br />26<br />
  36. 36. social media, yesbut…<br />What do these numbersreallymean?<br />Is it a hype thatwill end soon?<br />What is the impact formy business?<br />©katrien cattoor - khbo<br />27<br />
  37. 37. the number of accounts?<br />Influence of social media is hard to measurewithnumbers.<br />I can start twitteringtoday and quitnext week.<br />Howmanyinactive accounts, howmanyunreadposts are there?<br />It’s abouthowmanypeoplereadthe content.<br />©katrien cattoor - khbo<br />28<br />
  38. 38. katrien cattoor - khbo<br />29<br />
  39. 39. a hypethatwill end soon?<br />no !<br />this is only the beginning…<br />©katrien cattoor - khbo<br />30<br />
  40. 40. playtime is over<br />Somebrands are still in the first stadium of exploringsocial media.<br />katrien cattoor - khbo<br />31<br />
  41. 41. somefuture trends<br />50% of Europeantravelerswilluse a smart phone to find travel informationormakereservationsby 2015.<br />40% of the travel and tourismindustry views social media as a major opportunity over the nextfiveyears.<br />katrien cattoor - khbo<br />32<br />
  42. 42. ©katrien cattoor - khbo<br />33<br />
  43. 43. the impactfor business?<br />katrien cattoor - khbo<br />34<br />
  44. 44. ©katrien cattoor - khbo<br />35<br />small impacts<br />
  45. 45. katrien cattoor - khbo<br />36<br />x-large impacts<br />
  46. 46. katrien cattoor - khbo<br />37<br />impact of complainingontwitter?<br />+ €200 000 damagefor T-Mobile<br />
  47. 47. ok, buttelecom is anotherindustry<br />let’s talk aboutthe usability of travel websites<br />(no, that is a for a nextpresentation) <br />katrien cattoor - khbo<br />38<br />
  48. 48. katrien cattoor - khbo<br />39<br />
  49. 49. katrien cattoor - khbo<br />40<br />thiscanbe the impact of social media !<br />
  50. 50. conclusions<br />Don’t close youreyesforsocial mediabecausethey are here to stay. <br />Theyimproveordamageyourreputation.<br />Invite yourcustomers to talk onyour platform – ifnotthey talk aboutyouanyway.<br />katrien cattoor - khbo<br />41<br />
  51. 51. someadvice<br />
  52. 52. Tourism business should have a strategyfor online socialnetworking.<br />ThisincludesinteractiononTripAdvisor, Facebook, Twitter, YouTube and Flickr.<br />Jennifer Huber – social media consultant<br />katrien cattoor - khbo<br />43<br />
  53. 53. Use social marketing in conjunction with all your web presence.<br />Axses – travel marketing company<br />katrien cattoor - khbo<br />44<br />
  54. 54. Social media are notadvertising tools.<br />It’s an online public relations medium: > Show sincere interest in yourcustomer. > Let yourcustomer talk and listen attentively. > Talk aboutwhat concerns yourcustomer.<br />Peter Desmyttere - marketing consultant<br />katrien cattoor - khbo<br />45<br />
  55. 55. stimulateinteraction.<br />askquestions.<br />becreative & funny.<br />tell a story.<br />develop a useful web app.<br />katrien cattoor - khbo<br />46<br />
  56. 56. bio<br />I made thispresentationforthe International Week of Tourismone-tourismin April 2011 at the AkdenizUniversityAntalya, Turkey.<br />I was sent by the KHBOUniversity CollegewhereI’m a lecturer in ICT, statistics & market research.<br />katrien cattoor - khbo<br />47<br />
  57. 57. here I foundinspiration<br />http://sbinfocanada.about.com/od/socialmedia/g/socialmedia.htm<br />http://econsultancy.com/uk/blog/7219-what-do-users-do-on-travel-websites-2<br />http://econsultancy.com/uk/blog/7134-what-do-customers-want-from-travel-websites<br />http://www.tnooz.com/2011/01/25/news/tripadvisor-accuses-tv-star-and-hotel-owner-of-intimidating-hotel-guests/<br />http://www.visitoostende.be/<br />http://www.stikkymedia.com/articles/social-media-and-the-tourism-industry-statistics<br />http://www.suite101.com/content/5-social-networking-sites-for-tourism-businesses-a174939<br />http://www.axses.com/encyc/archive/arcres/Social-Media-Travel-Marketing.cfm<br />http://www.slideshare.net/PeterDesmyttere/sociale-media-voor-bedrijven<br />http://www.slideshare.net/maxmanagement/online-travel-marketing<br />http://www.penn-olson.com/2010/04/05/how-to-promote-tourism-through-social-media/<br />http://www.emedium.nl/social-media-een-hype/<br />http://www.nrcnext.nl/blog/2010/10/25/youp-vant-hek-brengt-t-mobile-imagoschade-toe/<br /> <br /> <br />and manymore on http://www.delicious.com/cattoor/socialmedia<br />katrien cattoor - khbo<br />48<br />
  58. 58. thankyou<br />all the peoplewhopublisheduseful content on the internet, Olivier DujardinfromTravelmediaBelgium, marketing consultant Peter Desmyttere, myemployerKHBO, mycollegues, my contact in Antalya Yιlιdrιm Yιlmaz, myparents, my partner and everyoneelsewho supports me<br />katrien cattoor - khbo<br />49<br />

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