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

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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



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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



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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


DUTCH GOVERNMENT NOT ON THE #MOERDIJK SCENE.


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


Sometimes realtime is not enough



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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



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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



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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

http://www.youtube.com/watch?v=gCMzjJjuxQI

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



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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



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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


http://www.youtube.com/watch?v=InrOvEE2v38

http://www.youtube.com/watch?v=InrOvEE2v38


* 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



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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


IT’S ABOUT SOLVING PROBLEMS.


HAPPY CUSTOMERS COME BACK.

BE REMARKABLE: ZAPPOS GETS IT.

CUSTOMER SUPPORT GETS ITS THANK YOU DEPARTMENT.



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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

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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


Twitter app


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

http://www.youtube.com/watch?v=pqHWAE8GDEk

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

eTravel 2011 - John Meulemans - 3sixtyfive

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