旅游业商务ppt模板之品牌旅游业的专业服务advance-t

1、Developing Leader for Change & Innovation in Tourism28th June 20101Core ModuleCustomer ManagementSession 2Dr Jim Hamilljim.hamil 2Impact of the Social Media Revolution3AgendaOverview of Social MediaSocial Media in ActionKey Things to Remember about Social MediaGetting There your response4Social Medi

2、a OverviewBusiness uses/benefits567Tourism 2.0Web 2.0 ApplicationsOpen sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristicsCommunities

3、and NetworksOpennessSharingPeeringHosted Services online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobalImpact WikitourismMindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience Rich Inter

4、net ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g. engage and co-createIT/Software/ApplicationsOperations, Internal Processes and HRM9Social Media in ActionQuick Examples10In a Web 2.0 Era, the Brand Becomes the Customer Experience of the BrandA quick personal

5、experienceDubai Hotel111213141516From the web siteThis 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedr

6、oom apartments. The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. Take a trip. Escape. Go and visit somewhere new and see if we are there Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day G

7、raal, a game, a quest17The Customer Experience of the BrandTripadvisor18Its getting old, the rooms are unappealing and it will never be more than a business hotelBeing a Sofitel hotel we expected something quite flashy unfortunately we were let down. The rooms, although comfortable and clean, were n

8、ot of the standard we expected and were definately not what we expected after looking at the photos on the hotels website.Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star lux

9、ury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.1920Responding to Tripadvisor21222324How not to respond252627Response Policy28Monitor what is being said, where.Thank them for taking the time to leave a reviewHighlight any positive as

10、pects firstEmphasis your customer centricityAtypical experienceApologize (if its a legitimate complaint)Your action on their feedback. How you address itProvide an offline channel for continuing the conversation. Ask them to call or e-mailSend strong positive message to readers.2930Will It Blend?313

11、2335.7 million views34United Breaks Guitars359 Million Views3626,817 Comments37Fashion brands v the new kid on the block38Buy Our Stuff39Customer Engagement40Threadless on Facebook41141,332 likers421.5 Million Twitter Followers43The Italian Man Who Went to Malta444514.6 million views46Social media r

12、edefines the concept of a web site47Number 10 Built Using Wordpress48Embeds Content from SM Channels49Embeds Youtube50Embeds Twitter51Links to Facebook52Energise 2.0 Built on Wordpress53Social Bookmarking54CMS and Stats55CMS and Stats56CMS and Stats57Cafe Gandolfi58Brand Engagement59Customer Interac

13、tion/Intimacy601,300 Plus Involved61The Winner62Interaction63Performance Insights64Performance Insights65Performance Insights66Performance Insights67Extend to Twitter68The New Gandolfi Blog69The New Gandolfi Blog70The New Gandolfi Blog71The Roger Smith Hotel New York - the Worlds most social media s

14、avvy hotel?72Web Site73Blog74Blog75Youtube76Twitter77Twitter78Flickr79Flickr80Flickr81Facebook82Facebook83Tripadvisor84Tripadvisor85Tripadvisor86Tripadvisor87ImpactAim is to increase revenue/bookings from building strong online customer/network relationshipsWhen they come to New York, they will stay

15、 with usSpecial promos related to events e.g Craft Beer WeekKPIs monthly report produced covering Exposure, Engagement, SalesBookings have increased from Social Media activities88Things to Rememberabout Social Media89Its socialA key feature is online democracy with content being provided by the netw

16、ork for the network represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the read only internetPower shiftSocial media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success D

17、eclining effectiveness of traditional approachesDoes anyone listen to sales/brand messages anymore?90Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare () 9192Pull v pushConsumers/users decide what information they wish to accessNew mindsets are requiredMarketing as a conver

18、sation with your customers/network dialogue not broadcastingBut this is something that most of us are not very good at doing. We prefer telling peopleSM winners and losersWinners will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energisin

19、g customer and network relationships939495New performance measuresRequires new performance measures Quality of your networkRelationship strengthAbility to leverageSocial media monitoring toolsRedefines the concept of a web siteThe need for new business/marketing models96Performance Measures - The 4I

20、sInvolvement network/community numbers/quality, time spent, frequency, geographyInteraction actions they take read, post, comment, reviews, recommendationsIntimacy affection or aversion to the brand ; community sentiments, opinions expressed etc Influence advocacy, viral forwards, referrals and reco

21、mmendations, social bookmarking Social Media Monitoring Tools Audit, Assess, Impact97The need for new business/marketing modelsTraditional approach:Product development Differentiate Market and Promote - SellNew model based on: Communities, networks, openness, peering, sharing, collaboration, custome

22、r empowerment, think and act globallyEngage and energiseCreate the Buzz98Monitor the ConversationsUse Social Media Monitoring Tools to monitor online conversations relevant to your brandNo or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and Viral

23、HeatMore expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar99Who is talking about Malta, where online, what are they saying?100101102103104105106107108109110Bob DylanCome gather round peopleWherever you roamAnd dont criticiseWhat you cant unders

24、tandYour sons and your daughtersAre beyond your commandYour old road isRapidly aginThen you better start swimminOr youll sink like a stoneFor the times they are a-changin111Getting There112Next StepsGet InvolvedGoogle Alerts, Linkedin, Social Media MonitoringLearn moreDevelop a strategyImplementMonitor113 SM Strategy Development Strategic objectivesTargetsKey performance indicators (KPIs)Customer segmentsThe key social media actions and initiatives required for getting thereOrganisational, peop