Social media in tourism & Hospitality- By Ashkan Borouj

ارینقش رسانه های اجتماعی آنالین در توسعه گردشگری و هتلد:‌ارایه‌ای‌از

اشکان‌بروجایرانهمایش‌بین‌المللی‌علمی‌راهبردی‌توسعه‌گردشگری‌جمهوری‌اسالمی‌

93مهر–مشهد‌

طباطباییدانشگاه عالمه -گرایش بازاریابی/ کارشناس ارشد مدیریت جهانگردی•کوتاه از اشکان بروج

مشاور کمپین گردشگری سازمان میراث فرهنگی، صنایع دستی و گردشگری•

مدرس و مشاور گردشگری الکترونیک در حوزه کسب و کارهای گردشگری•

(اکوکمپ متین آباد)بازاریابی شرکت مسافرتی ایران دوستان مشاور •

(راگا)مدیر گروه راهگشایان گردشگری ایران •

( الیتک)دانشگاه صنعتی شریف ITالکترونیک مرکز آموزشگردشگری مدیر بخش •(شبکه اقامتگاه های بوم گردی ایران)گروه خوشه سار بومی :موسسه بوم گردی مدیرعامل •

: ایده پرداز و مدیر پروژه های •الکترونیکآموزش گردشگری –

آموزش الکترونیکی گردشگری و هتلداری–

آموزش اعضا و مدیران اقامتگاه های بومی ایران–

تقویم رویدادها و جشنواره های گردشگری ایران–

مسیریاب ایرانگردی–

سال سابقه راهنمایی تورهای ایرانگردی و جهانگردی12•

روزنامه نگار، عکاس و کارشناس حوزه گردشگری در مطبوعات و رسانه های ملی•

Tourism Social Media- Borouj

مفاهیم و اصول بازاریابی الکترونیکگریگردشدر کسب و کارهای الکترونیک بازاریابی روندهای

اجتماعیشبکه اجتماعی ورسانه تعریف

معرفی انواع رسانه های اجتماعی آنالینرسانه های اجتماعی موثر در گردشگری

بررسی نمونه های موفق رسانه های اجتماعی در گردشگریی چک لیست چگونگی حضور کسب و کارهای گردشگری در رسانه های اجتماع


Destinations

&

E-marketing

Customer Intent

Reflect

Share

Return Dream

Plan

Book/Buy

Experience


Customer

Experience

Cycle

Dreaming

Enthusing

Informing

Planning

Selecting

Travelling

Booking

Enjoying

Visiting

Recommending

Repeating

Recollecting


نسل وبWEB 1.0WEB 2.0WEB 3.0…


Web 1.0 - Web 2.0

Web 1.0

Email

Websites

Email newsletters

World Wide Web

Directories

•

Web 2.0

Web 1.0 plus:

Blogs & vlogs

Social & business network sites

Tagging

& more…

Mostly read-only

Published content of

suppliers & intermediaries

Read & write

Sharing

Participation

Collaborative


Web 3.0

Perceptions


Customer

Experience

Cycle Web

1.0

Customer Intent

Reflect

Share

Return Dream

Plan

Book/Buy

Experience

visitor centres

story telling – word of mouth

tv

film

lifestyle & human interest magazines

telephone

travel agency shop office

direct mail

postcards

newspapers


Customer Intent

Reflect

Share

Return Dream

Plan

Book/Buy

Experience

photo sharing sites

social networks

writing travellers' sites

search enginestagging

interactive advertisements

podcasts

video on web video channels

websites

video sharing sites

ratings & reviews

blogs twitter

email newsletters

idea generators & recommenders

booking sites

comparison search engines & aggregators

sms texting

interactive itinerary planner at visitor centres

hotel tv

online shops

vlogs

user generated content

virtual worlds

story telling

(digital) tv

(digital or virtual) brochures

in-game advertisingadvergaming

satnav

mapping & mash-ups

mobile websites

location-based mobile services

video goodbye message at airportrss

video en route

virals

(search engine) ads

film

personalised tour planners

dynamic packaging

find travel partner sites


sign-up to meet a local

telephone & skype

citizen journalism

direct mail

travel agencies

postcards e-cards

email

crowd sourcing

wikis

newspapers

Customer

Experience

Cycle Web

2.0- 3.0


Traditional Marketing

Funnel

Source | Forrester | Engagement, a New Marketing MetricTourism Social Media- Borouj

Marketing Funnel:

Complexity and

Engagement

Source | Forrester | Engagement, a New Marketing Metric Tourism Social Media- Borouj

“getting the right content

in front of the right person

at the right device

at the right point in their decision-

making process

to drive the right action”.

E-marketing is very much about

the

marketing of content

Strategy & Planning:

Creating a Content Grid


What are 2014 Trends?Small Business Tips


The Power of Content:

Owned, Earned & Paid


The convergence of paid, owned and earned mediaSource | Altimeter | The converged media imperative: how brands must combine paid, owned and earned Media (2012)


Key Concepts


A New Role for

Websites WEBSITE

photo sharing sites

social networks

writing travellers' sites

search enginestagging

interactive advertisements

podcasts

video on web video channels

websites

video sharing sites

ratings & reviews

blogs twitter

email newsletters

idea generators & recommenders

booking sites

comparison search engines & aggregators

sms texting

interactive itinerary planner at visitor centres

hotel tv

online shops

vlogs

user generated content

virtual worlds

story telling

(digital) tv

(digital or virtual) brochures

in-game advertisingadvergaming

satnav

mapping & mash-ups

mobile websites

location-based mobile services

rss

video en route

virals

(search engine) ads

film

personalised tour planners

dynamic packaging

find travel partner sites


sign-up to meet a local

telephone & skype

citizen journalism

direct mail

travel agencies

postcards e-cards

email

crowd sourcingwikis

newspapers


hub sites:

website & blog

social media

organic search

Inbound Marketing

Architecture


Example of a hub-and-spoke inbound marketing architecture Source | MarketingSherpa and Melba | Inbound Marketing Handbook. Synchronize search, social, and content to get found more often, more effectively, by more customers (2012


Useful Frameworks


برندسازی

“A place brand is … a promise that describes acompelling experience in realistic but competitively

differentiated terms and that offers the visitor a distinct and desired benefit.”

George Whitfield, DMO World Newsletter, issue 3


برندسازی

What is your

Promise?


Source: Internet Advertising Bureau (2010), A New Framework For Measuring Social Media Activity, (Online), available: http://iabuksocial.co.uk/?p=954

What’s more

believable?

This . . . .



Or, This . . . .



. . . Or

Authentic

customer

reviews?


برندسازی

What is your

Promise?


Source | http://www.visitbritain.orgTourism Social Media- Borouj

Source | http://www.visitbritain.org


برندسازی

What is your

Promise?


برندسازی

“A place brand is … a promise that describes acompelling experience in realistic but competitively

differentiated terms and that offers the visitor a distinct and desired benefit.”

George Whitfield, DMO World Newsletter, issue 3


1. What is it that we do?

2. WHY are WE doing it?

3. Why is it important?

4. What does it change?

Four Questions a brand answers


Assignment !


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Social media in tourism & Hospitality- By Ashkan Borouj

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Transcript of Social media in tourism & Hospitality- By Ashkan Borouj