gast college rocva mbo+ managing expectations
DESCRIPTION
For the secondary Hotelschool, ROC in Amsterdam I was asked to give a guest lecture (in Dutch) in managing expectations. As a Alumni I was also asked to present my 'Career' until now. In this presentation I linked the touchpoints, customer expectations to the use of Social media.TRANSCRIPT
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Managing Expecta-ons
Oscar Persoon MSc – Gastcollege 26 maart 2013
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Oscar Persoon MSc Marke-ng Development
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2005 -‐ 2007
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Tell me, I forget Show me, I remember
Involve me, I understand
Carl Orff
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Opening in 2014
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• Al meer dan 30 ac-ef in vastgoed ontwikkeling • Richt zich op restaura-e en industrieel erfgoed • HeeS ruim 40 panden in beheer in de omgeving Overveen, Haarlem & Amsterdam.
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Your Home away from Home
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Waar was ik hier ook alweer voor?
Managing Expecta-ons
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Beste Hotelervaring?
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Hoe manage je de ervaring in een hotel?
Touchpoint (also touch point, contact point, point of contact) is a business term for any encounter where customers and business engage to exchange informa-on, provide service, or handle transac-ons.
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Welke touchpoints dan?
Review Website Boeking Beves-ging
Ontvangst Check-‐IN F&B Kamer
Overnach-ng Check-‐OUT ASer Sales Behoud
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Maak touchpoint inzichtelijk Func%oneel
Conversie gericht
Informa-ef
Ervaring
Snel kunnen boeken
Verwach-ngen
Func%oneel
Check-‐in
Do it yourself
Ervaring
Makkelijke check-‐in
Hoort bij het concept
Func%oneel
Luxe en makkelijke gerechten
Ervaring
Even snel een hapje eten
Func%oneel
Design uitstraling
Eén ruimte
Ervaring
Ruimtelijk gevoel
Preeg verblijf
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Verwach-ngen?
HOTEL
GAST
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Match de verwach-ngen
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2004
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2012
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Verschil?
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VIDEO FOTO
NETWERKEN BLOG
ALLES WORDT GEDEELD!
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hgp://www.youtube.com/watch?v=QUCfFcchw1w
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Fundementale verschuiving in de manier van communiceren.
• Faciliteren van gesprekken • Delen van kennis • Ervaringen • Uiteindelijk, een andere manier van communiceren
38 Jaar 13 Jaar 4 Jaar
100 miljoen gebruikers in 9 mnd
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Het is niet:
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Een nieuwe manier van communiceren
MERK
GAST
Bericht Bericht
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MERK
GAST
Betrokkenheid Branding Kennis Exper-se Customer Service Top of Mind
Merk loyaliteit Feedback
Ambassadeurs Klanten inzicht
Indirecte verkoop
Een nieuwe manier van communiceren
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It’s all about love and trust
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Creëer Ambassadeurs!
• Zorg dat gasten over je gaan praten! – Deel – Geef – Interac-e
Voice of the company
C U S T OM E R
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Kanalen
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hgp://www.youtube.com/watch?v=WToVoKyK60k
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The (viral) effect:
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Voorbeelden: Proac-ef
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Jij doet iets voor mij, ik iets voor jou!
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Maak het persoonlijk!
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Wat is hun succes?
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Hoe zet je dan een strategie op? • Wat is ‘het verhaal’ van jouw hotel/merk? • Welke ervaring in je hotel wil je overbrengen? • Wie zijn je gasten? • Hoe zijn je gasten ac-ef op social media? • Voor welke social media kanalen kies je? – Waarom? Voordelen? Nadelen? Tekortkomingen?
• Wat weet je doelgroep over jouw hotel/merk? • Wat wil je dat ze weten? • Waarom zouden de gasten jou volgen op Social media? • What makes them click? Speciale weetjes? Kor-ng? • Ga de conversa-e aan met je doelgroep! • Zorg dat ze over je praten op Social Media!
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Social Media Publisher
Channel Maandag Dinsdag Woensdag Donderdag Vrijdag
Twiger
• Maak het jezelf makkelijk • Wanneer gebruik je welk kanaal en wat is de boodschap?
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Monitor!
• Monitor, hoe? Gebruik een monitoring tool – Gebruik een dashboard: Hootsuite / Tweetdeck – Gebruik relevante keywords om mogelijke conversa-e te starten zoals #overnach-ng #amsterdam/
– Wat doet je concurren-e? – Snelheid is key…
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Waarom? • Geen directe sales, maar Indirecte sales. • Creëren van top of mind en exper-se status belangrijk! • Is een onderdeel van het complete plaatje
Uit de prak-jk: 85% geeS aan de ‘exposure’ verhoogt te hebben 70% zag een toename in ‘traffic’ naar website 65% heeS nu meer inzicht in wensen van de klant 58% heeS meer leads gegenereerd 58% heeS nu loyale fans / brand ambassadeurs 55% zag een verbetering in vindbaarheid online 40% heeS sales verbeterd
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Ga de conversa-e aan en manage de verwach-ngen!
Mensen hebben de neiging om te praten over de posi-eve ervaringen, maar te schrijven over de nega-eve ervaringen!
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Laatste -ps
• Gebruik social media niet als verkoop kanaal • Zorg voor goede afspraken binnen de organisa-e • Handel elk social media kanaal en haar volgers apart
• Speciale promo-es / ac-es per kanaal • Wees pro ac-ef • Voeg relevante content toe • Blijf binnen je ‘Verhaal’ / biografie
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Succes! www.linkedin.nl/in/oscarpersoon
@OscarPersoon
www.slideshare.net/oscarpersoon