SOCIAL NETWORK MARKETING: HIRING YOUR ONLINE SALESPERSONS FOR FREE!

ZONGQING ZHOU, PHDPROFESSOR

COLLEGE OF HOSPITALITY AND TOURISM MANAGEMENT

NIAGARA UNIVERSITY, USA

MARCH, 2010HOHAI UNIVERSITY, CHANGZHOU, CHINA

WHO IS THIS GUY?

The author of the first textbook on Internet Marketing specifically for Hospitality and Tourism industry, a book widely adopted worldwide.

Create the first Internet Marketing course for tourism major in the world.

Can be reached by email: zhou@niagara.edu Or find me at facebook Lindedin Twitter Or simply google “zongqing zhou” or “ 周宗清” if you

know Chinese.

WHAT IS SOCIAL MEDIA?

A category of sites that is based on user participation and user-generated content. social networking sites: facebook, LinkedIn Messaging sharing site: twitter Video sharing site: youtube Photo sharing site: flickr, picasa User rating/opinion site: yelp Personal publishing: blogging (eg.

Google’s blogger)

SOCIAL MEDIA

Why social media?

Are you convinced?

A BRIEF HISTORY OF THE INTERNET EVOLUTION

INTERNET MARKETING STRATEGIES

Web 1.0 Web 2.0 Web. 3.0

Emails Word-of-mouth Marketing Mobile Marketing (24/7)

banners Virtual communities Collective individualism

Yahoo (directories) Google (dynamic links/SEM) One-click communication

Web portals blogging What I click is what I want

HTML/Meta Tags SEO Media Integration

contents Social networking And only God knows …

Push marketing Pull marketing Customized marketing

IS IT A FAD?

Who knows?You judge for yourselves

FACEBOOK & TOURISM: AN EXAMPLE

WHAT’S NEW

Google partnership with social media

THE FUTURE IS HERE: FOURSQUARE

Social site FourSquare is gaining incredible popularity. The basis of this site is for users to use their mobile devices to check-in to places they visit. For example, if Joe smith goes to Starbucks, he would ‘check-in’ to Starbucks on his phone. This would automatically update Joe’s Facebook, Twitter, and LinkedIn accounts. Joe would also accrue points for his check-ins. Eventually, when he has the most points per place he would then become the’Mayor’ of that destination..

THE FUTURE IS HERE (CONT.)

This is still in the web 2.0 phase. However, where it is beginning to cross over is it’s impact on real life. Companies can run promotions at their store and give away a gift to their ‘Mayor’. For example, Starbucks could give Joe a free cup of coffee each week just for being the Mayor. Joe promotes Starbucks to hundreds of his friends and followers on social media sites and Starbucks encourages sales through the point accruals.

INTERNET MARKETING STRATEGIES: AN INTEGRATED APPROACH

Website as a marketing tool (contents) SEO and SEM Social Media Marketing Customized/user-generated social

network marketing

ISSUES

Privacy Ethics

Legality

QUESTIONS??