DANIEL EDWARD CRAIG - Strategic Social Media - BTO Buy Tourism Online 2013 - Visioni
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Transcript of DANIEL EDWARD CRAIG - Strategic Social Media - BTO Buy Tourism Online 2013 - Visioni
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www.reknown.com Twitter @dcraig
Strategic Social Media
Daniel Edward Craig
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Ahi, che male!
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Social media is everywhere
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“Half the money I spend on advertising
is wasted. The trouble is I don’t
know which half.”
John Wanamaker 1838 - 1932
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Social Media Productivity
WASTED
PRODUCTIVE PRODUCTIVE
WASTED
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Set Objectives
SOCIAL MEDIA
AWARENESS
GUEST SATISFACTION
REVENUE
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Social media has changed how travelers: 1. Research trips 2. Communicate with businesses 3. Share experiences
Image credit: references.dnb.com
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46%
47%
47%
47%
47%
50%
58%
58%
70%
92%
54%
53%
53%
53%
53%
50%
42%
42%
30%
8%
Ads in newspapers
Bilboards and other outdoor advertising
Ads in magazines
Brand sponsorships
Ads on TV
Emails I signed up for
Branded websites
Editorial content such as newspaper articles
Consumer opinions posted online
Recommendations from people I know
Trust Completely/Somewhat
Don’t Trust Much/At All
Source: Nielsen Global Trust in Adver6sing Survey 2012
Who do you trust?
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Integrate Content
1. Paid: high control, low influence – display ads, cost-per-click, OTA listings
2. Owned: high control, low influence – brand website, Facebook page, Twitter feed
3. Earned: low control, high influence – user-generated reviews, photos, videos, media
coverage, blogs, social endorsements
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PAID CONTENT
EARNED CONTENT
OWNED CONTENT
EARNED CONTENT
Hotels in Florence, Italy
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PAID CONTENT
EARNED CONTENT
OWNED CONTENT
Integrated Content
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Search
Social
Reviews
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People go to Facebook to socialize
…
… and to TripAdvisor to shop.
Prioritize: Reviews vs. Social
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Reviews drive revenue
Cornell Research 2012 • A 1% increase in review
score leads to average 1% increase in revPAR
• If hotel increases review score on Travelocity by 1 point (on 5-point scale), it can increase rate by 11.2% without affecting demand
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Revenue management, meet reputation management
RATE
GUEST SA
TISFAC
TION
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Google + Reviews Google + Social
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Merged Google+ Local Page
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TripAdvisor + Social
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My friends who have been to Florence, Italy
Facebook+
Search
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Facebook+
Reviews
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Website: your social hub
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Be Transparent
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Manage Expectations
EXPECTATIONS IMPRESSION TYPE OF CUSTOMER
FAIL TO MEET DISSATISFIED DETRACTOR - won’t come back
- may warn others to stay away
MEET SATISFIED PASSIVE - might come back - might recommend
EXCEED VERY SATISFIED ADVOCATE - will come back - will recommend
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REPUTATION
BUSINESSES
TUSCANY
ITALY
Reputation Interdependence
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“It's such a great advantage to promote a brand that is already liked by many in the world. The opposite scenario could be devastating.” Rahman M. Destination Iran
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Social Media
ü Awareness ü Guest Satisfaction ü Revenue
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www.reknown.com Twitter @dcraig
THANK YOU
Daniel Edward Craig