Social media and Tourism: Staycation
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Transcript of Social media and Tourism: Staycation
ENERGISE2-0.COM
Social Media and Staycation Tourism
Social Media Week
Dr. Jim Hamill [email protected]
Alan [email protected]
September, 2011
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Agenda
1. Recap: What is Social Media 2. Business Benefits3. Social Media Planning Pays 4. Key Steps 5. Social Media Landscape(s) and Staycations6. Questions
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What is Social Media?
The 3 main components:
o Applications
oFeatures and characteristics
oBusiness impact
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Tourism 2.0
Applications•Open source•Online Applications / Web Services•Social Networking Sites•Social Content / Bookmarking•Blogs and Wikis•Podcasts / Vodcasts•Virtual Realities•Mash Ups•RSS Feeds•Mobile Web - Internet Telephony•Twitter
Characteristics•Communities and Networks•Openness•Sharing•Peering•Hosted Services – online applications•The Internet as the platform•Interactivity•Social Element•Mass Collaboration•Empowerment•Global
Business Impact• Mindset• Business Intelligence• Customer Insight and
Understanding• Customer Interaction• Enhanced Customer
Experience• Reputation Management• Sales and Marketing • Product Development and
R&D• IT/Software/Applications• Operations and Internal
Processes• HRM
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How Big Is It?
Source: Search Engine Journal
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How Big Is It?
Source: Search Engine Journal
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How Big Is It?
Source: Search Engine Journal
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Potential Business Benefits
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Business Benefits
• Used effectively, social media can deliver the following business benefits– Market/Customer Knowledge & Insight
– Engagement & Reputation Management
– Enhanced Customer Experience and Loyalty
– Sales/Marketing Effectiveness, Efficiency and ROI
– Operations/ Internal Processes (open source and hosted apps)
• But the key words are ‘used effectively’............
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Progress Made (Forrester Research)
Early Majority: the coordinating stage. The point where management begin to recognise the risks and rewards of social media with resources and a governance structure being put in place to create a consistent approach across the organization, from ‘distributed chaos’ to a more centralized approach
Innovators: empowering their employees. All relevant employees have been trained and empowered to use social media.
Early Adopters: the scaling and optimizing stage – from improved processes to more advanced metrics to integration with other marketing activity
Late Majority: the testing stage. Companies who are ‘testing the water’ with social media; often with uncoordinated initiatives being launched by different parts of the organisation. This can often lead to ‘distributed chaos’
Laggards: the dormant stage. One in five companies is currently not using any social media. Tend to be highly conservative, heavily regulated, or just not interested
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Social Media Planning Pays
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Moving Forward
• The key strategic, management and organizational challenges involved in planning, implementing and managing successful social media strategies for sustained business growth
• ‘Social Media Planning Pays’……. SM success requires sound planning and the application of professional project management procedures …. but not ‘paralysis by analysis’
• Ensure that your SM Strategy is fully aligned behind and supportive of your core business goals and objectives
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Social Media Development Cycle
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SM Development Cycle
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Each Step is being covered in detail on our blog at www.energise2-0.com
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5 Key Areas
1. External Analysis: Evaluate Your Social Media Landscape
2. Internal Analysis: Evaluate Your ‘Readiness to Engage’
3. Develop Your Social Media Strategy and Action Plans
4. Evaluate Your Social Media Performance and ROI
5. Organization, People and Resource Issues
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1. Evaluate your Social Media Landscape
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‘Be Customer Led’
Or put another way. Answer 3 key questions:
• Who are our customers, who do we wish to engage with?
• Where do we find them ‘hanging out’ on social media?
• How can we best engage and energise them?
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The example of:Staycations
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Define and Understand
A staycation is a period of time in which an individual or family stays
and relaxes at home
Source Wikipedia
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Who are my customers?
• Individuals that stay at home instead of holidaying overseas–UK Families with young children–UK Families that can’t afford a foreign holiday (recession)–UK Day Trippers –UK Weekend Breaks–UK City Breaks–UK Campers and Caravaners–Etc.
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Where do I find them ‘hanging out’?
On Social Media, we find our customers by monitoring relevant conversations using Social Media
Monitoring Tools…
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What’s the “Buzz” re: Staycations?
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What’s the “Buzz” re: Staycations?
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What’s the “Buzz” locally?
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"Weekend breaks"…
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“Day trips”…
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Identify "Day Trip" Communities?
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Identify "Day Trip" Communities
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On Facebook…
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Influencers? “Day Trip” + Scotland
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Experts? "Weekend Breaks"
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Followers and other Influencers?
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Followers and other Influencers?
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Social Media Landscape
3 key questions define your SM Landscape:
• The channels, platforms and key sources
• Relative priorities
• Potential initiatives
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Source: The Authors based on Mashable (www.mashable.com)
Your Web Presence
Listening to Conversations Lurk / Engage in
Native Spaces
Key Initiative: TripAdvisor
Key Initiative: Facebook
Key Initiative: LinkedIn
Key Initiative: Website
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2.
Are You Ready to Engage?
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Readiness to Engage
• Audit progress made• Key things to remember
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Are You Ready to Engage?
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Are You Ready to Engage?
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Key things to rememberabout Social Media
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Key things to remember
• It’s social– Online democracy
• Content provided by the network for the network
– A fundamental change• In online behaviour, expectations and the online customer experience • The end of the ‘read only’ internet
– Conversations already taking place relevant to your business• Power shift
– Social media empowers customers, empowers the network.• Recognizing this shift is the cornerstone of future success
– C2C marketing• Declining effectiveness of traditional approaches
– Does anyone listen to brand messages anymore?
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The traditional approach
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
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No longer works
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Key things to remember
• 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
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Not good at 2-way dialogue
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Key things to remember
• 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, based upon:
• Quality of your network• Relationship strength• Ability to leverage
• Challenges how we use technology: – Social media monitoring tools– Redefines the concept of a web site
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Key things to remember
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’
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3.
Develop Your Social Media Strategy and Action Plans for ‘Getting There’
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Social Media Balanced Scorecard
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• Key Actions and Initiatives
• Organisation, Resource and People Issues
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Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective
Strategic Objectives KPIs / Targets
KPIs / Targets KPIs / Targets
KPIs / Targets
Customer Group 1
Customer Group 2
Customer Group 3
Customer Group 4
2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions
Organisation People Resource
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4.
Evaluate Your Social Media Performance and ROI
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Performance Measurement
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Performance Measurement
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
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
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5.
Organization, People and Resource Issues
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Organization, Resource and People
• Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address.
• In fact, the exact opposite is true, issues around– Organisational mindset and culture– Senior management buy-in– Roles, responsibilities– Policies and guidelines– Skills and training
– Strategy skills and training
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Conclusion
• Use social media to build strong relationships with:– Customers (staycation and others)– Partners– Suppliers– Staff
• Engage with and energise your network to become ‘brand advocates’
• Social media has become too important to ignore
• But ‘plan the work and work the plan’
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Continue the discussion at www.energise2-0.com
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Thank You
Questions