social media… what? who? - ehma · 2019-09-18 · 3 social media marketing and metrics • «...
TRANSCRIPT
Social media… What? Who? When? Where? Why (not)? What next?
Presented by Prof Dr Hilary C. Murphy, Professor and Researcher,Ecole hôtelière de Lausanne
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Something about me!
• Professor and researcher at
Ecole Hoteliere de Lausanne
in DIGITAL MARKETING and STRATEGIC IT
• Publish and research for trade and academicplatforms…more recently in social media…relevance
and recall
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SOCIAL MEDIA MARKETING and METRICS
• « Achieving growth through new marketing channels »
• ,a foundation for “how and why” new social media (e.g. facebook, linked-in, twitter, foursquare, gowalla, Latitude etc) are changing the marketing landscape and, secondly, how hotel operators can use and exploit social media channels.
Overview of social media
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WHAT AND WHY?
© Ecole hôtelière de Lausanne – Nom du département – date
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What is Social Media and Social Networks?
Any communications format where users publish content…is it the same as user generated content?Mass two-way
communication allows many people to talk to many people Transforming the way
humans interact using technology
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and the why..Paradigm Shift
A radical change in personal beliefs, complex systems or organizations
New technology impacting existing technology Television impacted radio
Cell phones made beepers almost obsolete
The internet impacted many industries Newspapers and magazines
Travel Agencies
Music downloads on iPod impacted the recording industry
Online travel agents impacting on GDS? Tripadvisor impacting on hotel purchase etc
Pareto rule (80/20)?
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Evolution of the Economy
• Agricultural Economy
– commodities
• Manufacturing Economy
– goods
• Service/information Economy
• Experience Economy
• Relationship Economy
– Social media…”the third place”
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The Rise of Social Media
• There is a replacement of real communities with virtual communities
• The growth of online social network participation explained by
– Increase in high-speed & high-bandwidth internet access around the world
– Ubiquity of computers / internet in the civilized world
– “ More people living more of their lives online, new kinds of relationships […] have appeared” (Sebor, 2007, p. 34).
• Reasons behind this rise : Individualization of society = rise of social media.
• Globalization has impacted on individuals apart “from traditional structural, institutional & communal sources of collective identity”
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The Rise of Social Media
– “completely comfortable expressing their opinions online”
– “at ease sending a quick e-mail or other digital message, than having a face-to-face conversation or picking up the telephone”
– “use media technologies to help define themselves as individuals with unique identities”
• The social networks thus have a „self-concept attachment value‟
– A fertile ground for marketers & attracted some recent limited research from marketing academics
• Trusov, Bodapati, & Bucklin (2008) - Identification Model for influential social media users
– important to business, particularly new customer
acquisition• “Elasticity for WOM is ≈ 20 X > marketing events + 30 X media
appearances”.
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Web 2.0, Web 3.0
• User generated content, taggged and linked
• More than just retrieving information
• Interactive
• Participation
• Traditional websites limit visitors to viewing, only the site owner could modify
• ….the semantic web “connectedness of things”
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Why… for the hospitality sector
• 3 KEY INFLUENCES online
– GOOGLE for SEARCH and LOCATION
– for QUALITY
– FACEBOOK for EMOTIONAL/SOCIAL
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What and where..
• It has always been around ….
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Blogs
• A blog (web log) is a website where entries are displayed in reverse chronological order
• Many blogs provide commentary or news on a particular subject; others function as more personal online diaries
• A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic
• http://www.blogs.marriott.com/
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Blogs
• Blogs spread information and seek comments from readers• Blogger
– http://www.blogger.com
• Wordpress– http://wordpress.org/
• Typepad– http://www.typepad.com/– www.technorati.com
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Examples from me and you!
• What is our experience of social media?
© Ecole hôtelière de Lausanne – Nom du département – date
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STARWOOD, CitizenM
Course 8343AC DIGITAL MARKETING
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Starwood was one of the
first to blog…came to
grief…
SPG-TRIPSHARE
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STARWOOD
• Since its debut in the virtual world in September 2006, aloft has actively solicited input from Second Life residents on such design features as public spaces, guest rooms and exteriors – everything from color palette to space planning. In fact, several design changes – adding radios in guest room showers, providing additional seating in the lobby and incorporating artwork created by local artists in public areas – are a direct result of consumer feedback and will be reflected in “real-life” aloft
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THE BIG 3
• YOUTUBE
© Ecole hôtelière de Lausanne – Nom du département – date
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Facebook has more than 550 million users worldwide
link to ETC•
The largest group of Facebook users is of course in the US with 132,810,940 users as of August 31/10, representing 42.8% of the US population. (Internet World Stats Newsletter Number 058 - September 22, 2010, September 2010)
video 3
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• Communication and connection through the exchange of quick, short messages
• Micro blog• 140 characters• Learn from influencers• Twitter is a place that
people search for connections and information
• http://twitter.com/
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Twitter is a communications platform that helps businesses and their customers do a number of useful things:
• You can use it to:– quickly share information with people interested in
your subject– gather real-time market intelligence and feedback
• Twitter connects you right now, in a way that was never before possible
• The conversational nature of the medium lets you build relationships with people, employees and other people important to your business.
• It shrinks the emotional distance?
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Re-tweeting
• RT
• You send a tweet others find interesting, so they RT
• Your tweet is then read by everyone following them
• They may RT
• Go viral
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Hashtags #
• Follow @hashtags on Twitter• They will follow you back automatically, and your
hashtags will be tracked.• Next, start using hashtags in your tweets, preceding
key words - #caterchat #eventprofs• It can be helpful to do a little research first, to find
out if the subject you're tweeting already has an established hashtag
• Check popular hashtags: http://hashtags.org/
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Tweet Specials
• Special of the day, week, month
• Bakery: hot French bread coming out of oven
• Golf Clubs: tee times available
• Spas: appointments available, cancellations
• Events: special price promotions
• Events: advance ticket sales
• Hotels: early bird special rates
• http://twitter.com/MO_HOTELS
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Research Tool
• No two people utilize Twitter exactly the same way, as its flexibility is one of its greatest strengths.
• Tap into your members to see what they are thinking, feeling and experiencing in different ways
• Ask questions
• TwitPoll: http://twtpoll.com/
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http://www.tweetstack.com
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Shaquille O'Neal, aka one of the most well known NBA basketball players in the world.
Lance Armstrong- 7-time Tour de France winner and cancer survivor might be too busy/active to update his twitter several times a day, but you would be wrong
Britney's Twitter caused a somewhat tense time for Twitter fans when they realized she was not regularly updating all by her lonesome
Stephen Fry and his dry wit translates well to the fast world of Twitter, as his 500,000 plus followers and even inspire conversation amongst them for genuine feedback to his work. A typical post of his is: "...this being awards for the people who actually make the programmes and films the press are naturally less interested."
Ashton Kutcher is famous for several movie roles…and being Mrdemi moore
http://twitter.com/stephenfry
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Facebook–Helps people
maintain existing connections
–Status updates
–Self-updating address book, keeps users connected no matter their geographical shifts
– http://www.facebook.com
– http://www.facebook.com/MandarinOrientalHotelGroup
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• "one-stop shopping" of online interaction
• Create a Facebook Page
• Upload, pictures, videos from YouTube
• Upload slide shows on SlideShare
• Replacing other forms of communication
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YouTube
Users can upload, view and share video clips
Unregistered users can watch most videos on the site
Registered users are can upload an unlimited number of videos
New generation of iphonesand smart phones have high quality ( idiot proof) video capacity
http://www.youtube.com
comments
Ratings
http://www.youtube.com/MOHotels
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Why?
• More « visual search »
• People search by images
• « Google goggles »
• http://hotels.visualdna.com/
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Social networking now accounts for 11 percent of all time spent online in the US.
Facebook grew substantially across nearly every performance metric in 2009. Unique visitors, page views, and total time spent all increased by a factor of two or more.
people are using the mobile web to socialise(91%) compared to the 79% of desktop users who do the same. It appears that the mobile phone is actually a better platform for social networking than the PC.
Google is getting it with Google Buzz.
Despite Twitter's initially older skew, as it gained widespread popularity with the help of celebrity Tweeters and mainstream media coverage, younger users flooded to the site in large numbers, with those under age 18 (up 6.2 percentage points) and 18-24 year olds (up 7.9 percentage points) representing the fastest growing demographic segments
Why is Gen Y Now Flocking to Twitter?
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France. French social network Skyrock lost a lot of visitors to Facebook, but is still a dominant player. It has 22.6m French users, the majority can be found on this French site.Spain. As in France, in Spain Facebook has become the biggest social network in the past year. Two years ago Tuenti . Tuenti has “only” 6.8m users where Facebook has 10.5In Germany the StudiVZ Group is still market leader. German law has very strict privacy rules. German sites have to set up a long verification method and are forced to have users opt-in. Because of this, German social media sites face a lot of competition from Facebook, which as an American site doesn’t have to follow these rules in Germany.Holland. One of the smallest countries in Europe has the most loyal fans when it comes to their home based social network. Hyves still has twice as many users as Facebook in the Netherlands. A remarkable number which can be largely explained by the deep roots they haveChina it is Renren, Xiaonei.com- and based on social gaming (farmville)
Differentsocial networks for differentcountries
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How do we cope? And wherecan it all go wrong?
Course 8343AC DIGITAL MARKETING
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Don’t be a Luddite? This too will pass…
• Anti-technology
• People that stick their heads in the sand
• Note: Luddite- a social movement in the UK in 1812 by artisans against the industrial revolution
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Issues
The genie is out of the bottle…
Risk and reward…convenience vs commerce…privacyvs personalisation
Information going forwards…1900 Netherlands
Digital fingerprint out there forever…no real delete
Disrupts our sense of privacy…home is hyper-connected
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Facebook's power over every account, page, and photograph.
1. Forget control in this hierarchy; Facebook is king Every Facebook page is assigned directly to a user. When a company's page is created, one user becomes its administrator. When that employee leaves or changes position, a logistical problem arises.
• 2. Facebook can can change features at the drop of a hat
• 3. Facebook doesn't make money for its people skills Facebook offers no customer service options for disgruntled users.
• 4. Though Facebook doesn't own your content, it owns access to it Posting videos? Music? Photos? A company may spend thousands of hours building a new campaign, but once it goes on Facebook that content can be used however the Facebook staff chooses, as stated in its terms page: "You grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP
• 5. Your content isn't protected or saved anywhere
• 6. The fine print changes every day
Course 8343AC DIGITAL MARKETING
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We rely heavily on touch and we still haven't figured out how to do virtual touch….Dunbar number!
• primates have big brains is because they live in complex social worlds. Because grooming is social, all these things ought to map together, so plotting brain size and group size and grooming time against
one another- you get this number of 150. This
looked implausibly small, the average village size in the Domesday Book is 150 [people]….average friends on Facebook (130)
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… what can social media can do for you
• Reinforce your message and help it go viral
• Embrace and project your brand‟s personality
• Allow for real-time, two-way communication
• Allow you to communicate at point-of-need
• Build business and generate ROI
• Improve visibility through SEO
• Service delivers and recovery…in the moment
5/16/2011
Yahoo! Presentation, Confidential
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Goals – what do you want to achieve?
• THE RIGHT TOOLS FOR THE JOB.
• Be seen as an expert in your niche? Or just follow and read, watch, lurk?
• Drive traffic to your sites, SEO and SEM
• recruit
• Document your passion for …….
• Communicate with members, clients, etc
Listening and Learning. Increasing traffic to website content.
Creating connections and building relationships.
Positioning individuals as thought leaders.
Recruitment and staff development.
Corporate social responsibility.
New product R&D.
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Where to Start
• Create an account in youtube– http://www.youtube.com
• Create a profile on Facebook– http://www.facebook.com
• Start a blog– http://www.blogger.com
• Start a Twitter account– http://www.twitter.com
• Then you link each of these applications to each other to create an integrated social media program.