Social Media Phenomenon And Monitoring


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Powerpoint presentation from the seminar given at the TourismTech09 conference in Christchurch, NZ

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Social Media Phenomenon And Monitoring

  1. 1. Social Media Phenomenon and Monitoring<br />Social Eyes Consultancy<br />
  2. 2. Overview<br />Social Media Phenomenon<br />Online Reviews and Bookings<br />New Zealand Context<br />Social Media Monitoring<br />Freely Available Tools<br />Automated Media Monitoring<br />Conclusion/Questions<br />
  3. 3. Social Media Phenomenon<br />Social Media is everywhere!<br />Brand Ownership<br />Durable trends<br />Hospitality and Tourism Sectors most effected by Social Media<br />
  4. 4. Social Media Phenomenon<br />Social Media is game changing<br />Social Media is not just another form of media<br />Social Media is more than just blogs<br />Social media is decentralised and real time<br />Social components drive business results<br />
  5. 5. Online Reviews and Bookings<br />Interpersonal influence and WOM most influential<br />Guests and visitors are increasingly going online<br />Reality of public involvement in traveller reviews<br />Web reviews credibility<br />
  6. 6. Social Network Popularity<br />
  7. 7. Use of Social Network Sites<br />
  8. 8. Blogging Software Popularity<br />
  9. 9. Twitter Use<br />
  10. 10. Online Reviews and Bookings<br />WOM most important influencer<br />Closed loop system no longer viable<br />88% of those reading reviews affected their decision<br />Review higher credibility than brand<br />Tripadvisor<br />32 million unique visitors per month<br />10 million members<br />20 million reviews<br />
  11. 11. New Zealand Context<br />Regional Visitor Monitor<br />Travellers increasingly using the internet to book<br />Online accommodation up from 42% to 57% since 2007<br />Online activity and attraction booking up from 55% to 62% since 2007.<br />Pre-trip research increased by 39% since 2007<br />Mr Bassett - “these findings show that tourism operators in all areas of the industry needed to get their inventory web-ready and keep their web content fresh and relevant”.<br />
  12. 12. New Zealand Context<br />Yield-Relevant Tourist Decision Making<br />LEAP, Lincoln University – Tourism Yield Research<br />Identified social networks as having a vital role in tourism marketing in New Zealand, and should be an important focus for tourism operators<br />International tourists leave many decisions ‘open’, which are best influenced through social mediums<br />
  13. 13. PhD Research findings to date<br />90% visited review sites before travelling to NZ<br />67% searched microblogging sites before visiting NZ<br />73% post comments on a regular basis on a at least one social network site as they travel<br />67% stated that they were more likely to complain about a negative aspect of their trip via online mediums vs. directly with the business<br />78% used review and social network sites while travelling in NZ to either investigate there activity and accommodation options or to reduce their decision set.<br />
  14. 14. Social Media Monitoring<br />Media monitoring in its infancy while user generated content is well established<br />Failure to monitor is a disadvantage that loses YOU business<br />No more closed loop systems<br />Are you listening?<br />Are you responding?<br />
  15. 15. Free Software<br />Google Alerts and Blog Alerts<br />Tweet Deck/Ping FM<br />Yahoo Pipes<br />Social Mention<br />Technorati<br />Blogpulse<br />RSS feeds – general<br />RSS feeds – OTA’s<br />
  16. 16. Issues with Free Software<br />Hidden costs<br />Spam<br />Subscription<br />Data Overload<br />Utilisation of this new information stream<br />Identification of key sites, users, geographic and demographic data<br />No analysis<br />
  17. 17. Automated Monitoring<br />Radian6<br />Techrigy<br />Brandseye<br />Viralheat<br />Symosos<br />Brandwatch<br />
  18. 18. Automated Monitoring – must pass a few key tests<br />Is it timely?<br />Is the solution affordable?<br />Are the essential points of sale sites delivered?<br />Is your performance measured against competitors?<br />Enabling and supportive tools?<br />Effective filtering?<br />Analysis features?<br />
  19. 19. Conclusions<br />Era when businesses controlled what was said about them is over.<br />Social mediums are changing the way information gets reported online<br />Tourism businesses utilising this new information are experiencing increasing and new revenue streams while reducing costs<br />Need your finger on the pulse<br />
  20. 20. Conclusions<br />Free software solutions a good place to start<br />YOU require the latest and best information to base your marketing and business decisions, strategies and evaluative tools.<br />Automated monitoring becoming a necessity<br />
  21. 21. Thank You<br />Social Eyes Consultancy<br /><br /><br /><br /><br />