The document discusses using social media platforms to increase collaboration between hospitality businesses in the Athens Riviera region of Greece. In 2010, seven hotels in the region were robbed using the same method on different days within the same week due to a lack of communication. The document then examines tools to support business collaboration, noting limitations like lack of customization. It introduces "YouTect", a social media solution created for the Athens Riviera region to improve collaboration between businesses by allowing customization, specialized functions like event and idea management, and knowledge sharing.

1. What Social Media Success
Looks Like in Tourism
Social Collaboration Platforms for Hospitality Professionals
The Case of the Athens Riviera Region
Dr. Emmanuel Kaldis
Co-founder & Business Architect

2. Athens Riviera
• Just 10 miles south of the city!
• Offers amazing view to the Saronic Gulf
• Crystal clear waters, recreation parks,
playgrounds, shopping centres,
restaurants and tavernas, boutiques,
Temple of Poseidon
@socialtrav #WTMTP13

3. The Incident...
In 2010, thieves rob 7 hotels of the region.
They break into the rooms using the same method.
...on different days within the same week.
COMPLETE LACK OF COMMUNICATION & COLLABORATION
AMONG THE RELEVANT STAKEHOLDERS OF THE REGION
@socialtrav #WTMTP13

4. Tools To Support Business Collaboration
Limitations:
1.No space for personalization (ads, no
unique URL, no customization)
2.Limited collaboration functions
specialized for hospitality professionals
3.Limited functions for
Communication & Knowledge Reuse
@socialtrav #WTMTP13

5. The Rise of Corporate Social Platforms
•Social Business Platforms
•Enterprise Social Platforms
•Enterprise Social Networks
•Corporate Social Networking
•Enterprise Social Software Platforms
•Corporate Social Platforms
@socialtrav #WTMTP13

6. “The aim of these technologies is to improve employees’ productivity and
enhance the effectiveness and efficiency of organizations”.
“How organizations can apply Web 2.0 technologies in their intranet and
extranets with a focus on knowledge workers’ practices and output”.
Afee, A.P., 2006. Enterprise 2.0: The Dawn of Emergent Collaboration. MIT Sloan Management Review 47, 21–28., The Observatory Enterprise 2.0 belonging to School of Management of Politecnico di Milano
@socialtrav #WTMTP13

7. YouTect Solution
For The Athens Riviera Region
@socialtrav #WTMTP13

8. Limitation 1:
No space for Personalization
@socialtrav #WTMTP13

9. @socialtrav #WTMTP13

10. Menus & Layout Customization
@socialtrav #WTMTP13

11. Limitation 2:
Limited Collaboration Functions Specialized for
Hospitality Professionals
@socialtrav #WTMTP13

12. Idea Management
@socialtrav #WTMTP13

13. Issue Management
@socialtrav #WTMTP13

14. Events
@socialtrav #WTMTP13

15. Calendar
@socialtrav #WTMTP13

16. Managing Members’ Promotional Material
@socialtrav #WTMTP13

17. Posting a Promotion
@socialtrav #WTMTP13

18. Business Partners & Candidates Directories
@socialtrav #WTMTP13

19. Limitation 3:
Limited Functions for
Communication & Knowledge Reuse
@socialtrav #WTMTP13

20. Knowledge Management
@socialtrav #WTMTP13

21. Synchronous Communication Tools
@socialtrav #WTMTP13

22. Openness & Transparency
@socialtrav #WTMTP13

23. Newsletter
@socialtrav #WTMTP13

24. Facts
• The adoption rate of Corporate Social Technologies in the top 200 firms
of Fortune 500 is more than 60%.
• Openness & transparency of documents--> fosters members’ mutual
Fortune 500 Survey, Nora, G.B. The Fortune 500 and Blogging: Slow and steady and farther along than expected
trust and builds brand
McGillicuddy, S., Wikis and blogs transforming workflow. SearchCIO.com, 2006.
• Efficient productivity, staff engagement, knowledge, and reputation
Ross, D., Implementing Enterprise 2.0 in the Real World. 2009.
• (1)
greater efficiency in productivity; (2) staff engagement; (3)
knowledge/information access; (4) reputation; and (5) interfacing with
Jacques,
business partners B., James, M., Andy, M., and Michael, C. Building the Web 2.0 Enterprise. The McKinsey Quarterly 2008.
• Increased Performance: 26% more revenue/ employee
•
•
McKinsey
Bain & increase in
Increased Profitability: 5% in customer defection & 25- 125Company
profits
IBM White Paper
Accelerated Innovation: 75% less time to launch innovative solutions
@socialtrav #WTMTP13

25. YouTect Solutions
for the Travel Enterprise 2.0
@socialtrav #WTMTP13

26. Thank you for your attention!
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27. Thanks to our partners