Presented by Janette Toral at the Hotel Sales and Marketing Association International Inc. (HSMA) membership meeting last August 18, 2011 at A. Venue Hotel, Makati Avenue, Makati City.

1. E-­‐Commerce
and
Social
Media
Use
in
the
Hotel
Industry
Jane:e
Toral
h:p://www.e-­‐commercephilippines.com

2. Despite
this
stability,
overall
engagement
is
on
the
rise.
Social
networking
now
dominates…
Select
Monthly
Online
Ac/vi/es
(%)
2009
2010
2011
VisiBng
Social
Networking
sites
51*
53
82
Search
58
76
80
Instant
messaging
63
68
69
Internet
Portal
54
73
67
VisiBng
public
chat
rooms
54
67
65
Email
63
65
64
Played
games
online
53
45
54
Listen
to
songs
in
music
websites
-­‐
-­‐
45
Downloaded
or
uploaded
music
files
online
25
37
37
Shared/posted
something
online
that
you
created
15
24
36
AcBviBes
showing
significant
increase
at
95%
confidence
levels
between
2009
and
2011
*
Note.
The
2009
figure
for
social
networking
includes
community
groups
/forums
Base:
Past
month
Internet
users
aged
10+
across
NaBonal
Urban
Philippines
Source:
Yahoo!-­‐Nielsen
Net
Index
2010,
2011

3. Social
networks
start
with
‘close
contacts/rela/ons’…
but
quickly
move
to
less
familiar
circles…
Connec/ons
on
Social
Networking
sites
(%)
Question: Who are the people you interact with regularly on these Social Networking sites?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking sites in Past 3
months
Source: Yahoo!-Nielsen Net Index 2011

4. The
backdrop
to
e-­‐commerce
in
Philippines
Tradi/onal
Presence
of
High
reliance
on
IT
and
Banking
counterfeits
and
inter-­‐personal
infrastructure
trade
legacy
knock-­‐offs
rela/onships
“evolving”
Lack
of
‘accreditaBon
and
Buyers
need
Buyers
feel
Low
levels
of
guarantees'…
to
ensure
the
comfort,
confidence/
by
default
quality
by
dealing
with
trust
in
modern
trade
physical
known
transacBng
actually
inspecBon
vendors
online
encourages
desBnaBon
shopping
There
is
an
inherent
reluctance
to
“trade”
through
the
Internet
Digital
Philippines
2011
Yahoo
–
Nielsen
Net
Index

5. Payments
largely
made
offline,
given
current
trust
and
comfort
levels
with
e-­‐payment
Payment
methods
(%)
Cash
(face
to
face)
53
Credit
card
36
Transfer
via
ATM/Bank
10
Internet
Banking
9
Deposited
cash
at
bank
branch
4
Online
accounts
such
as
Paypal
1
Cheque
1
Debit
card
1
Digital
Philippines
2011
Yahoo
–
Nielsen
Net
Index

7. To
rank
vs.
To
be
social

8. To
rank?

9. To
share
a
story?

10. Share
stories….

11. ….then
rank
later…

12. Get
suggesBon
from
friends

13. Share
your
experience
to
others

14. The
Social
Object,
in
a
nutshell,
is
the
reason
two
people
are
talking
to
each
other,
as
opposed
to
talking
to
somebody
else.
-­‐
Hugh
Macleod
Source:
h:p://gapingvoid.com/so/

15. Driving
E-­‐Commerce
via
Facebook
• Likeable
wall
post.
• Exclusivity
with
promoBons.
• Add
incenBves
with
one-­‐Bme
promo
codes,
coupons,
shipping.
• Solicit
input
on
how
you
can
improve.
• Share
news
beyond
retail.
• Use
it
for
customer
service
–
enable
reviews.
• Flash
sales,
group
buy
offers,
contest.
h:p://bit.ly/rtcr5i

16. Monitor
your
Spikes
• Impressions
/
Feedback
• Comments
• Unsubscribes
• Likes
• External
referrers
• Demographic

17. Building
links
to
your
site
h:p://mz.cm/q1j2Dd

18. 5
stages
of
customer
buying
cycle
• Awareness
• ConsideraBon
• Preference
/
Intent
• Purchase
• Repurchase
Make
content
available
through
the
right
channels
h:p://bit.ly/oWYQq4

19. Abandon
shopping
cart
• Do
the
two
step
– 1st
step
is
name
and
email
address
• Make
your
message
immediate
(within
24
hours)
• Express
concern.
(reminder)
• Offer
incenBves
• Get
them
to
take
another
acBon.
h:p://bit.ly/nvTrgb

20. Know
and
manage
exactly
who
you*
are
on
the
Internet
Learn
search
engine
and
social
media
markeBng
101
online
at
h:p://bit.ly/9eOWwF