www.reknown.com Twitter @dcraig Strategic Social Media Daniel Edward Craig
DANIEL EDWARD CRAIG - Strategic Social Media - BTO Buy Tourism Online 2013 - Visioni
Jan 14, 2015
BTO - Buy Tourism Online
Day TWO
4 dicembre 2013
Daniel Edward Craig
http://www.buytourismonline.com/eventi/craig/
Torna a BTO – Buy Tourism Online dopo due anni Daniel Edward Craig per parlarci di Social Reputation.
C’è un detto in pubblicità che la metà dei soldi sono sprecati, solo che non si sa quale metà.
Lo stesso si potrebbe dire dei social media.
In questa sessione cercheremo di tagliare i rumori di fondo e concentrarsi sulle strategie per sfruttare il potere dei social media, per aumentare consapevolezza, soddisfazione dei clienti e revenue.
Introdurremo le novità sui social media e SEO, le ultime da TripAdvisor e Facebook, gestire le aspettative, i social media come canale di servizio clienti, e misurare il ROI.
Speech VISIONI:
Daniel Edward Craig
Founder Reknown
Intervista a Daniel Edward Craig:
RJ Friedlander
Founder & CEO ReviewPro
Emma Taveri
BTO – Buy Tourism Online 2013
Day TWO
4 dicembre 2013
Daniel Edward Craig
http://www.buytourismonline.com/eventi/craig/
Torna a BTO – Buy Tourism Online dopo due anni Daniel Edward Craig per parlarci di Social Reputation.
C’è un detto in pubblicità che la metà dei soldi sono sprecati, solo che non si sa quale metà.
Lo stesso si potrebbe dire dei social media.
In questa sessione cercheremo di tagliare i rumori di fondo e concentrarsi sulle strategie per sfruttare il potere dei social media, per aumentare consapevolezza, soddisfazione dei clienti e revenue.
Introdurremo le novità sui social media e SEO, le ultime da TripAdvisor e Facebook, gestire le aspettative, i social media come canale di servizio clienti, e misurare il ROI.
Speech VISIONI:
Daniel Edward Craig
Founder Reknown
Intervista a Daniel Edward Craig:
RJ Friedlander
Founder & CEO ReviewPro
Emma Taveri
BTO – Buy Tourism Online 2013
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Transcript
www.reknown.com Twitter @dcraig
Strategic Social Media
Daniel Edward Craig
Ahi, che male!
Social media is everywhere
“Half the money I spend on advertising
is wasted. The trouble is I don’t
know which half.”
John Wanamaker 1838 - 1932
Social Media Productivity
WASTED
PRODUCTIVE PRODUCTIVE
WASTED
Set Objectives
SOCIAL MEDIA
AWARENESS
GUEST SATISFACTION
REVENUE
Social media has changed how travelers: 1. Research trips 2. Communicate with businesses 3. Share experiences
Image credit: references.dnb.com
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?
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
PAID CONTENT
EARNED CONTENT
OWNED CONTENT
EARNED CONTENT
Hotels in Florence, Italy
PAID CONTENT
EARNED CONTENT
OWNED CONTENT
Integrated Content
Search
Social
Reviews
People go to Facebook to socialize
…
… and to TripAdvisor to shop.
Prioritize: Reviews vs. Social
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
Revenue management, meet reputation management
RATE
GUEST SA
TISFAC
TION
Google + Reviews Google + Social
Merged Google+ Local Page
TripAdvisor + Social
My friends who have been to Florence, Italy
Facebook+
Search
Facebook+
Reviews
Website: your social hub
Be Transparent
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
REPUTATION
BUSINESSES
TUSCANY
ITALY
Reputation Interdependence
“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
Social Media
ü Awareness ü Guest Satisfaction ü Revenue
www.reknown.com Twitter @dcraig
THANK YOU
Daniel Edward Craig
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