What social media success looks like in tourism Kaldis YouTect
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
• 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
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
Tools To Support Business Collaboration
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
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
“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
For The Athens Riviera Region
No space for Personalization
• 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.
greater efficiency in productivity; (2) staff engagement; (3)
knowledge/information access; (4) reputation; and (5) interfacing with
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
Bain & increase in
Increased Profitability: 5% in customer defection & 25- 125Company
IBM White Paper
Accelerated Innovation: 75% less time to launch innovative solutions
for the Travel Enterprise 2.0