1. ENERGISE2-0.COMMalta/Gozo TheSocial DestinationDr Jim Hamillwww.energise2-0.comwww.twitter.com/drjimhamill

2. Opportunitiesand Challengesfor Malta/GozoTourism andHospitality in becoming aSocial Destination?ENERGISE2-0.COM 3. AgendaMorningImpact of the Social Media RevolutionWhat is a Social Destination?Key Questions to AddressGroup Discussions/Breakout SessionLunchAfternoonIdeation, Feedback and Discussion Agree Key Actions andInitiativesRoadmap for getting there ENERGISE2-0.COM 4. The SocialMediaRevolution ENERGISE2-0.COM 5. Social Media RevolutionENERGISE2-0.COM 6. InfographicENERGISE2-0.COM 7. 168 Million DVDs ENERGISE2-0.COM 8. 294 Billion E-MailsENERGISE2-0.COM 9. 2 Million Blog Posts/172m FB ENERGISE2-0.COM 10. 4.7 Billion MinutesENERGISE2-0.COM 11. 532 Million Status Updates ENERGISE2-0.COM 12. 864,000 Hours of Video ENERGISE2-0.COM 13. Mobiles > People ENERGISE2-0.COM 14. SourcesENERGISE2-0.COM 15. ENERGISE2-0.COM 16. Revolutionary Impact on World Tourism and HospitalityENERGISE2-0.COM 17. The Rules of Business Have Changed ENERGISE2-0.COM 18. The End of Business as Usual Rise of the social consumer Fundamentally different from traditional consumers Emphasis is on the shared experiences of those they trust onsocial networks rather than corporate driven brand messages Expect brands to respond to their socialized questions This will require businesses to rethink their traditionalapproach to sales, service, marketing and customerrelationship management Being Social will become the new key to consumerconnection and success ENERGISE2-0.COM 19. The Connected Consumer ENERGISE2-0.COM 20. Social Media is a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the read only internetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM 21. Its SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand are you listening?ENERGISE2-0.COM 22. Power ShiftSocial media empowerscustomers, empowers the network We no longer control the brandThe brand becomes the customerexperience of the brand experiences that are widelyshared onlineENERGISE2-0.COM 23. ENERGISE2-0.COM 24. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be driven to your web siteIf you treat us like sheep, we will tell youto flock off. ENERGISE2-0.COM 25. Advertising Customer Breakup ENERGISE2-0.COM 26. Marketing RIPENERGISE2-0.COM 27. The End of Business as Usual ENERGISE2-0.COM 28. The End of Business as UsualWinners will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM 29. New Performance Measures Business success depends on the quality of your customerbase; the strength of the relationship you have with qualitycustomers; and your ability to leverage that relationship In a social media era, business success depends on the Quality of your network Relationship strength Ability to leverageENERGISE2-0.COM 30. Be SocialENERGISE2-0.COM 31. How Have TourismDestinations Responded?ENERGISE2-0.COM 32. Doing Social but not Being SocialENERGISE2-0.COM 33. www.twtrland.com ENERGISE2-0.COM 34. www.twtrland.com ENERGISE2-0.COM 35. What is a Social Destination?Summary of Module Outline ENERGISE2-0.COM 36. A Social Destination Innovative new ways of doing things, new organisationalstructures and mindsets radically different from IndustrialAge command and control structures Social media and the adoption of a social mindset movesfrom the periphery to the core of everything you do Cultivate a spirit of collaboration based on opencommunications, internally (with all industry stakeholders)and externally (with partners and customers) Being lean, nimble and responsive to dynamic change basedon engagement and transparency. What Don Tapscott (2010)would call becoming a Wikibusiness.ENERGISE2-0.COM 37. A Social Destination Develop new innovative work methods and processesthrough successfully applying social technologies acrosseverything a destination does Technology is important, but first and foremost becoming aSocial Destination is a leadership and management issue.The two prerequisites are the adoption of a social mindsetand social organisational structure (Be Social Before DoingSocial) Embrace introspection and extrospection to re-evaluateinternal and external processes, systems, and opportunitiesto transform into a living, breathing entity that adapts torapidly changing market conditions and opportunities ENERGISE2-0.COM 38. A Social Destination Becoming Social touches on every aspect of a tourismdestination. Being Social is everyones business Mass collaboration in Online Communities of CommonInterest, leveraging the collective intelligence of all industrystakeholders, is critical to becoming a Social Destination.DonTapscott, Anthony D. Williams, Macrowikinomics: Rebooting Business and the World, Portfolio Hardcover, 2010Brian Solis: The End of Business As Usual, Wiley Publishers, 2011ENERGISE2-0.COM 39. Key Questions to Address ENERGISE2-0.COM 40. Group Ideation Do we need to become a Social Destination? Why? What arethe Business Benefits? Internal: How can we best use Social Technologies/Media toleverage the collective intelligence and enthusiasm of allindustry stakeholders for mutual benefit building masscollaboration? What role can the Advance-Tourism Portalplay? External: How can we best use Social Technologies/Media forbuilding mass collaboration with our customers; building astrong online network of brand advocates? What role should different industry stakeholders play e.g.MTA, National Airline, Hotels, Niche Players, Customers etc What should the next steps be? Key Actions and Initiatives? ENERGISE2-0.COM 41. Coffee then Ideation ENERGISE2-0.COM 42. Afternoon Session Feedback and DiscussionAgree Key Actions and InitiativesENERGISE2-0.COM 43. Social Strategyand Action PlanA Roadmap for the Future ENERGISE2-0.COM 44. A Roadmap for the Future ENERGISE2-0.COM 45. Use a Simplified Balanced Scorecard Will ensure that the social media actions and initiatives youtake are fully aligned with and supportive of agreeddestination goals and objectives; that KPIs are agreed formonitoring and evaluating on-going performance, impact(visitor numbers and value) and ROI; and that all key successfactors are considered, especially the organization, peopleand resource aspects critical to becoming a Social Destination A Scorecard approach can also be very useful for internal andexternal communications a simple framework to presentSocial Destination goals, objectives, key actions and initiativesto colleagues, partners and other stakeholders ENERGISE2-0.COM 46. Social Media Balanced Scorecard Not paralysis by analysis. By providing an agreed frameworkto follow, the Balanced Scorecard considerably speeds upstrategy development and implementation The steps involved can be captured in a Social DestinationStrategy Map Five key questions to addressENERGISE2-0.COM 47. Social Media Balanced Scorecard What is the overall Social Destination vision for Malta/Gozotourism and hospitality? What are the key objectives and targets to be achieved? Who are your customers (broadly defined to include industrystakeholders, partners etc)? Key Actions and Initiatives Organisation, Resource and People Issues ENERGISE2-0.COM 48. Social Destination Strategy MapBrief statement of your overall 2.0/Social Media Vision and MissionStrategic ObjectivesStrategic ObjectivesKPIs / TargetsKPIs / Targets KPIs / TargetsKPIs / TargetsCustomer PerspectiveCustomerCustomerCustomer Customer Group 1 Group 2 Group 3Group 4Internal Management Perspective2.0/Social Media 2.0/Social Media2.0/Social Media 2.0/Social MediaInitiative 1 Initiative 2Initiative 3 Initiative 4- Objectives - Objectives- Objectives - Objectives- KPIs - KPIs- KPIs - KPIs- Targets- Targets - Targets- Targets- Actions- Actions - Actions- ActionsOrganisation Perspective Organisation ResourcePeople ENERGISE2-0.COM 49. Key Questions to Address What is the overall Social Destination vision for Malta/Gozo? What are the key objectives and targets to be achieved frombecoming a Social Destination? Are these fully aligned withand supportive of your overall business goals and objectives? Who are your customers (including industry stakeholders)?Where do you find them hanging out on social media? Howcan you best engage with them? What are the main Social Destination Actions and Initiativesyou need to take short, medium and longer term? For each priority initiative, what are your core objectives,KPIs, targets etc? what key tasks are needed to achieve thesetargets?ENERGISE2-0.COM 50. Key Questions to Address Do we have the right organisational culture and mindsetfor becoming a Social Destination? Be Social before DoingSocial! Is the right organisational and decision-makingstructure in place? Has agreement been reached on resource allocation? Who will be responsible for your Social Destination activities? Who is the Social Destination Champion? Do you have agreed Social Media Policies and Guidelines inplace covering Proper Use, Content Management,Customer Response Times/Quality and Legal aspects?ENERGISE2-0.COM 51. Organization, Resource and People Issues Organization, resource and people issues sit at the bottom ofyour SM Balanced Scorecard NOT because they are the leastimportant issues to address Becoming a Social Destination is first and foremost aleadership and management challenge NOT a technology oneENERGISE2-0.COM 52. In Summary..Social Media Planning PaysENERGISE2-0.COM 53. Bob DylanCome gather round people Wherever you roam And dont criticiseWhat you cant understand Your sons and your daughtersAre beyond your commandYour old road is Rapidly agin Then you better start swimminOr youll sink like a stoneFor the times they are a-changin ENERGISE2-0.COM 54. Thank YouENERGISE2-0.COM