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

1. Strategic
Social Media
Daniel Edward Craig
www.reknown.com
Twitter @dcraig

2. Ahi, che male!

4. Social media
is
everywhere

6. “Half the money I
spend on advertising
is wasted.
The trouble is I don’t
know which half.”
John Wanamaker
1838 - 1932

7. Social Media Productivity
PRODUCTIVE
WASTED
PRODUCTIVE
WASTED

8. Set Objectives
SOCIAL
MEDIA
AWARENESS
REVENUE
GUEST
SATISFACTION

9. Social media has changed how
travelers:
1. Research trips
2. Communicate with businesses
3. Share experiences
Image
credit:
references.dnb.com

10. Who do you trust?
Recommendations from people I know
Trust Completely/
Somewhat
92%
Don’t Trust Much/
At All
8%
Consumer opinions posted online
70%
30%
Editorial content such as newspaper articles
58%
42%
Branded websites
58%
42%
Emails I signed up for
50%
50%
Ads on TV
47%
53%
Brand sponsorships
47%
53%
Ads in magazines
47%
53%
Bilboards and other outdoor advertising
47%
53%
Ads in newspapers
46%
54%
Source:
Nielsen
Global
Trust
in
Adver6sing
Survey
2012

11. 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

12. Hotels
in
Florence,
Italy
PAID
CONTENT
EARNED
CONTENT
OWNED
CONTENT
EARNED
CONTENT

13. PAID
CONTENT
OWNED
CONTENT
EARNED
CONTENT
Integrated
Content

14. Search
Reviews
Social

15. Prioritize: Reviews vs. Social
People go to
Facebook to socialize
…
… and to TripAdvisor
to shop.

16. 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

17. GUEST
SATISFACTION
Revenue management,
meet reputation management
RATE

18. Google + Reviews
Social

19. Merged Google+ Local Page

20. TripAdvisor
+ Social

21. My
friends
who
have
been
to
Florence,
Italy
Facebook
+
Search

22. Facebook
+
Reviews

23. Website: your social hub

24. Be Transparent

25. 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

26. Reputation Interdependence
TUSCANY
BUSINESSES
ITALY
REPUTATION

27. “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

29. Social Media
ü Awareness
ü Guest Satisfaction
ü Revenue

30. THANK YOU
Daniel Edward Craig
www.reknown.com
Twitter @dcraig