eTravel 2011 - John Meulemans - 3sixtyfive
description
Transcript of eTravel 2011 - John Meulemans - 3sixtyfive
De Impact van Social Media op travel
E m e r c e e Tr a v e l 09|06|11
C O P Y R I G H T 3 S I X T Y F I V E B . V .
HITHEREl e t m e s e e s o m e h a n d s i f
YOU’REINTHEt r a v e l b u s i n e s s
YOU’REUSINGf a c e b o o k p a g e s
YOU’REUSINGt w i t t e r
YOU’REUSINGf o u r s q u a r e
YOU’REMAKINGm o n e y w i t h t h a t
B R I E F I N T R O
online & social dino ;-)
IBM - DoubleClick - Urbanology
ABOUT ME
C U S T O M E R S
Project Leader
Digital DeveloperSocial Media SpecialistUser Experience Designer
Strategy DirectorAccount Director
Creative Director
Social
MonitoringIdentificationInfluentials
Social
Programs
Social
Alignment
Social Strategy
Internal
Embedding
Webcare Specialist
Social Analyst
M A N A G E M E N T
D I S C I P L I N E S
Managing Partner Managing Partner Managing Partner
S P E C I A L T I E S
Strategy & technology Strategy & business development
John Meulemans
NicoleNiemann
PaoloMartorino
Strategy & concepts
@j0hn #etravel
@weare3sixtyfive
impactsocial media
on travel
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
TRUST7 6 % O F P E O P L E B E L I E V E C O M PA N I E S L I E I N A D S *
They rather check Zoover, Cheqqer, Tripadvisor or some other reviewsite. Friends are
still trusted and Word of Mouth is more powerful than ever.
* E D E L M A N T R U S T B A R O M E T E R 2 0 0 9
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
TRANSPARENCYT H A N K Y O U G O O G L E
Anything can be found online about any brand.
TRANSPARENCYO R S O M E R E V I E W S I T E
TRANSPARENCYO R S O M E R E V I E W S I T E
TRANSPARENCYO R S O M E R E V I E W S I T E
TRANSPARENCYO R S O M E R E V I E W S I T E
TRANSPARENCYO R S O M E R E V I E W S I T E
TRANSPARENCYO R S O M E R E V I E W S I T E
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
REALTIMEA N D T H E I N T E N T I O N W E B I S C O M I N G T O O
REALTIMEA N D T H E I N T E N T I O N W E B I S C O M I N G T O O
DUTCH GOVERNMENT NOT ON THE #MOERDIJK SCENE.
REALTIMEA N D T H E I N T E N T I O N W E B I S C O M I N G T O O
3h of twitter conversationssuper bowl vs osama bin laden
REALTIMEA N D T H E I N T E N T I O N W E B I S C O M I N G T O OSometimes realtime is not enough
REALTIMEA N D T H E I N T E N T I O N W E B I S C O M I N G T O O
Sometimes realtime is not enough
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
THE EXPECTATION GAPP E O P L E E X P E C T M O R E
THE EXPECTATION GAPT H E T R I P E C H O E F F E C T
* T R AV E L 2 . 0 C O N S U LT I N G G R O U P
The lasting effect after a holiday through post on Flickr, Tripadvisor, Foursquare, Youtube, Facebook etc...
THE EXPECTATION GAPT H E T R I P E C H O E F F E C T
* T R AV E L 2 . 0 C O N S U LT I N G G R O U P
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
700M+ users
Europe biggest: 205M
Mobile users 250M
130 friends (avg)
FACEBOOKI T M I G H T E V E N B E T H E N E W I N T E R N E T
55 min per day (avg)
50% logs in every day
FACEBOOKS T U D Y: FA C E B O O K A C C O U N T S F O R 3 8 % O F S H A R I N G T R A F F I C O N T H E W E B
* S H A R E T H I S : 2 0 1 1
Facebook makes up 56% of all shared content (up from 45 percent in August, 2010)
FACEBOOKL E T ’ S TA K E A L O O K AT T H E A S I A N T R AV E L M A R K E T *
* E Y E F O R T R AV E L : 2 0 1 1
FACEBOOKL E T ’ S TA K E A L O O K AT T H E A S I A N T R AV E L M A R K E T
FACEBOOKL E T ’ S TA K E A L O O K AT T H E A S I A N T R AV E L M A R K E T
Hotels have individual pages under the brand umbrella
Airlines have multiple pages aimed at different geographic markets
sohow do
youdeal with it
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
TRUSTU S E I N F L U E N C E R S I N O R D E R T O G A I N T R U S T
Trust is a fragile thing, better leave it to the experts. 70% of people trust
experts more than friends.(Source: Edelman Trust Barometer 2011)
Involving influencers can mean extra
coverage around products, more
traffic and more credibility.
TRUSTU S E I N F L U E N C E R S I N O R D E R T O G A I N T R U S T
Nothing new here... yawn...
Check video: http://www.youtube.com/watch?v=gCMzjJjuxQI
TRUSTV I R G I N AT L A N T I C P R O M O T I N G N E W D E S T I N AT I O N S
INFLUENCERS & HOTSPOTSH O T S P O T S
Hotspots are the most influential websites where
your target audience come to talk about your
brand, products or market. Hotspots are the
perfect starting point to reach and engage them.
It’s a means to communicatie more effectively.
INFLUENCERS & HOTSPOTSH O W T O U S E I N F L U E N C E R S
testing destinationsvip events
publish breaking news
credibility
INFLUENCERS & HOTSPOTSH O W T O U S E I N F L U E N C E R S
drive sales
create buzz
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
TRANSPARENCYI T ’ S H E R E : B E T T E R E M B R A C E I T
The solution: improve your product or service and get people to talk about it
TRANSPARENCYI T ’ S H E R E : B E T T E R E M B R A C E I T
Remember me? Stimulate reviews
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
A good conversation starts with listening.
#buzz - Share of Voice - Sentiment - Trends
REALTIMEB E T T E R M O N I T O R T H E W E B
Check video: http://www.youtube.com/watch?v=InrOvEE2v38
REALTIMEB E T T E R M O N I T O R T H E W E B
REALTIMEB E T T E R M O N I T O R T H E W E B
* T R AV E L 2 . 0 . C O M
After listening comes talking
Reactive vs proactive
REALTIMEA B O U T R E S P O N D I N G ( O N FA C E B O O K )
Kudos for KLM
Average response rates are 5% - 10%
Loser > BT: They closed their facebook page! It’s no monologue...
Loser > Ryan Air: They don’t even run their own facebook pages...
* S O C I A L B A K E R S . C O M
fix the facts
choose the channel
be transparent
don’t delete comments
trolls & haters
THE THING WITH SENTIMENTN E G AT I V E S E N T I M E N T
THE THING WITH SENTIMENTN E G AT I V E S E N T I M E N T
amplify (RT)
show appreciation
open discussions
refer to reviews
use reviews
THE THING WITH SENTIMENTP O S I T I V E S E N T I M E N T
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
THE EXPECTATION GAPS E R V I C E : N O T J U S T A C O S T C E N T E R A N Y M O R E
Welcome to the Thank You economy
THE EXPECTATION GAPS E R V I C E : N O T J U S T A C O S T C E N T E R A N Y M O R E
IT’S ABOUT SOLVING PROBLEMS.
THE EXPECTATION GAPS E R V I C E : N O T J U S T A C O S T C E N T E R A N Y M O R E
HAPPY CUSTOMERS COME BACK.
BE REMARKABLE: ZAPPOS GETS IT.
CUSTOMER SUPPORT GETS ITS THANK YOU DEPARTMENT.
TRUSTTRANSPARENCYREALTIMETHE EXPECTATION GAPFACEBOOK
H O W S O C I A L I M PA C T S T H E T R AV E L I N D U S T R Y
12345
FIVE BIGGIES
WHY SHOULD I LIKE YOUCUSTOM LANDINGPAGEREACT & REWARDTEASE & DISCUSSUSE APPS & IFRAMESCONTESTS & QUIZZESDON’T OVERDO IT
S O M E D I R E C T I O N SFACEBOOK
1234567
FACEBOOKS O M E E X A M P L E S : E N C O U R A G E L I K E S
Custom welcome tabs convert almost 2X better than just your Facebook wall
FACEBOOKS O M E E X A M P L E S : E N C O U R A G E L I K E S
FACEBOOKS O M E E X A M P L E S : FA C E B O O K P L A C E S
FACEBOOKS O M E E X A M P L E S : I F R A M E S
FACEBOOKS O M E E X A M P L E S : R E A C T & R E WA R D
FACEBOOKS O M E E X A M P L E S : A P P S & I N T E R A C T I V E P R O M O T I O N S
Try Wildfire
FACEBOOKS O M E E X A M P L E S : L E V E R A G E S O C I A L M E D I A
Try Involver
FACEBOOKS O M E E X A M P L E S : L E V E R A G E S O C I A L M E D I A
Twitter app
FACEBOOKS O M E E X A M P L E S : L E V E R A G E S O C I A L M E D I A
Youtube app
twomorethings
to remember
BE THE FIRST(forget shareholders)I T PAY S O F F
Check video: http://www.youtube.com/watch?v=pqHWAE8GDEk
BE REMARKABLE I T PAY S O F F
business card =
facebookengagementreport 2011
thank you
“If you already experimented
with social media and it didn’t
work, there are only two possible
reasons: Your product or service
isn’t any good or you’re doing it
“you’re doing it wrong.”
Quote: @garyvee
John Meulemans
Twitter: @j0hn