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Varini Rm Social Media20101
This document discusses how social media strategies can be aligned with revenue management goals for hotels and travel companies. It outlines how the emergence of the long tail and low production/distribution costs online allow companies to precisely target small audiences. It recommends that companies act as a "cocktail party simulator" by providing valuable information without expectation of return. Content is key to driving actions like purchases and subscriptions. The document provides tips for leveraging influencers on social media, facilitating and rewarding feedback, and paying attention to critical issues to think like a publisher and connect with buyer personas.
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Varini Rm Social Media20101
- 1. Aligning Social MediaStrategies with Revenue Management Goals Part 1 Kate Varini EyeforTravel, Amsterdam, Nov. 2010
- 2. HOORAY! • Emergence ofthe Long Tail – Underserved micromarkets now accessible! – Constraints of physical shelf space GONE – No more “one size fits all” – Strategic targeting of the vast numbers of underserved audiences • The Web – Has lower production & distribution costs – Allows firm to reach millions of micro-markets with precise messages at point of consumption • Consumers – I have a general idea then I search & browse independently over a period of time before I commit
- 3. • SOCIAL MEDIA:The media people use to communicate online in a social way • SOCIAL NETWORKING: How people interact on sites like facebook, twitter etc. – Occurs when people create a personal profile and become part of a community of friends or like- minded people to share information How can you act as a cocktail party simulator?
- 4. • DO • Providevaluable information • Be helpful • Listen • Have no expection of something in return • DON’T • Ask for “business cards” as a condition to “allow” interaction • Treat everyone as it they are a sales lead
- 5. CONTENT IS KING! •“Every business has information that can contribute to the education of the marketplace” • Scott Meerman, D. (2010) • Drives action: Buy, subcribe, donate, apply… • Brands an organisation as a trusted resource • Interested people return again and again • Adds revenue, traffic, sales leads • SELLS!
- 6. Ways to LeverageSocial Media USE INFLUENCERS FACILITATE & REWARD ALL FEEDBACK PROMOTE CREATIVITY PAY ATTENTION TO CRITICAL ISSUES Bloggers that are widely followed on twitter.com or on their own blogs Allowing users to interact with the firm and site visitors Ask users to participate in focus groups to provide feedback Ask users to provide advertising/product ideas (as part of a game) Develop a new role and have users compete for it (best job in the world) Let the consumers decide on price, product etc. Willingness to invest TIME Provision of consumer review options Listen to the voice of the market to assess changing consumer needs, competitor reaction
- 7. Think like aPublisher! • Content strategy • Identify buyer persona and the problems they may need solving • Clear goal & content generated specifically to draw them into the sales consideration cycle • Show leadership in the marketplace of ideas to promote your online reputation
- 8. Consumer Recommendations • MostPOWERFUL form of advertising • 98% of the 62% of US consumers that read online reviews and find them RELIABLE enough. • 80% of these consumers say that reading peer reviews affected their BUYING INTENTIONS • 97.7% of travelers who use the internet READ other traveller reviews • TRUST - perception that are more reliable because reflect the genuine feelings of the product user, who is perceived to be like themselves
- 9. Firms and consumersinteract passive and/or actively PASSIVE ACTIVE FIRMS Must have put in place options to tap consumer voice/allow users to interact with the firm and other users -Listen to proactively identify new needs/product issues -Then apply fast corrective action. -Let consumers develop their own applications to personalize/improve experiences. -Use social media as a PR tool to generate viral marketing opportunities. CONSUMERS 1:9:90 rule! -Reading online blogs, reviews, directions, joining a social network, using a community website -Posting information for other users….. travel reviews, how to access a good deal, recommendations about what to download, where to stay/eat etc.
- 10. What Problems toHelp Solve? • Environmentalist : How can I minimise my carbon footprint? – Give general guidance on impact of water usage, electricity consumption, waste amount, linen/towels changes, meal choices (locally produced/seasonal ingredients), distance/Travel to destination • What can I do help others? – This less fortunate – Future visitors to the destination – My family & friends
- 11. What Problems toHelp Solve? • How can I be sure to get the product I need? Lower the risk of having a bad or mediocre experience? – General guidance on how to find out about the potential bad points of a tourism provider. – Indicate how “good behaviour” will contribute gaining new rights to request particular product attributes • How can I avoid paying for a taxi? • Where is the best place to shop (that is not the most expensive) • How can I eat like a local?
- 12. What Problems toHelp Solve? • How can I avoid paying for a taxi? • Where is the best place to shop (that is not the most expensive) • How can I eat like a local? • How can I minimise the cost of my trip? – General guidance on ways to save and/or gain rewards for good behaviour • How can I be sure I will get my room/flight/car booked? • How can I be sure I will be treated fairly? • How can I have a better time? – On my birthday, honeymoon, anniversary, important business trip, when travelling with my dog
- 13. Rewards for “GoodBehaviour” • No-show • Book direct • Rate higher than bid price • Agree to a potentail walk • Generate revenue on shoulder nights • High spend on high margin extras • Arrive late, leave early • Does not consume complimentary inclusions • Pay cash or direct debit • Low production cost
- 14. Inform About GoodBehaviour • Revenue Maximisation – Purchases from partners/clicks on offers – Competitor benchmarking executed by your customers – Agreeing to be walked if & when needed – Buy in advance – Daily contribution to fixed costs • Cost Reduction – Channel – Cost of production (self service tech + other behaviour), – Size of carbon footprint
- 15. Inform About GoodBehaviour • Marketing – New product ideas (market research) – Provision of personal data - – Allowing firm to push customised offers • Recovery – Inform us of service failure (however small) – Making useful suggestions for improvement
- 16. Rewards • Eligibility forentry in a prize draw • Point value assigned based on level of “good behaviour” achieved, the better, the more points earned…. • For competitor benchmarking • Look at other industries: Boots, Nectar, Gaming, Stock exchange, Insurance, Easyjet, Banks.
- 17. LINK 2 RM •Spontaneous purchases – high no-show • Overbooked? No problem • Need ideas for a new product – Let the crowd help • Segmentation? Re-engineer • Competitors match your price moves? No issue!
- 18.