social media and tourism: staycation

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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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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” 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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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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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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• 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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• 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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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




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