advance cm module session 2 sm 1
DESCRIPTION
The main presentation for Session 2 on Social MediaTRANSCRIPT
Agenda
Overview of Social Media
Social Media in Action
Key Things to Remember about Social Media
‘Getting There’ – your response
Tourism 2.0Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter
Characteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact – Wikitourism
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel
From the web site• This 5-star hotel and residence offers European hospitality with
an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
• It's getting old, the rooms are unappealing and it will never be more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.
Monitor what is being said, where…. Thank them for taking the time to leave a review Highlight any positive aspects first Emphasis your customer centricity Atypical experience Apologize (if it’s a legitimate complaint) Your action on their feedback. How you address it Provide an offline channel for continuing the conversation.
Ask them to call or e-mail
Send strong positive message to readers…..
The Roger Smith Hotel New York - the World’s most social media savvy hotel?
http://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new-york-s-social-media-hotel-3
Impact
Aim is to increase revenue/bookings from building strong online customer/network relationships
When they come to New York, they will stay with us Special promos related to events e.g Craft Beer Week KPIs – monthly report produced covering Exposure,
Engagement, Sales Bookings have increased from Social Media activities
It’s social
– A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
Power shift
– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success
Declining effectiveness of traditional approaches
– Does anyone listen to sales/brand messages anymore?
Pull v push
– Consumers/users decide what information they wish to access
New ‘mindsets’ are required
– Marketing as a conversation with your customers/network– dialogue not broadcasting
– But this is something that most of us are not very good at doing. We prefer ‘telling’ people
SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
New performance measures
– Requires new performance measures Quality of your network Relationship strength Ability to leverage
Social media monitoring tools
Redefines the concept of a web site
The need for new business/marketing models
Performance Measures - The ‘4Is’
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Social Media Monitoring Tools –Audit, Assess, Impact
The need for new business/marketing models
– Traditional approach: Product development – Differentiate – Market and
Promote - Sell
– New model based on: Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
Engage and energise ‘Create the Buzz’
Monitor the Conversations
Use Social Media Monitoring Tools to monitor online conversations relevant to your brand
No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat
More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
Bob DylanCome gather 'round people
Wherever you roam
And don’t criticise
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin‘
Then you better start swimmin’
Or you'll sink like a stone
For the times they are a-changin’
Next Steps Get Involved
– Google Alerts, Linkedin, Social Media Monitoring Learn more Develop a strategy Implement Monitor
SM Strategy Development Strategic objectives Targets Key performance indicators (KPIs) Customer segments The key social media actions and initiatives required for
‘getting there’ Organisational, people and resource issues
Ensure that your social media strategy is fully aligned
with and supportive of your overall strategic goals and
objectives with clear targets and ROI criteria
Five Key Areas
External Analysis: Evaluate Your Social Media Landscape
Internal Analysis: Evaluate Your ‘Readiness to Engage’ Develop Your Social Media Strategy and Action Plans
for ‘Getting There’ Evaluate Your Social Media Performance and ROI Organization, People and Resource Issues
Who are our customers?
Where do they hang out in social media?
How can we best engage with and energise them?
Second presentation on Social Media Strategy Development available on
www.advance-tourism.eu
Continue the discussion at www.advance-tourism.eu
www.tourism2-0.co.uk
www.energise2-0.com