Social Media Strategy in Hospitality

SOCIAL MEDIA IN HOSPITALITY

Aviodrome Lelystad

Social Media TrainingSocial Media CoachingSocial Media WorkshopSocial Media SprekerSocial Media Lezing

Social Media PresentatieTwitter Workshop

Jeroen van der Schenkjvdschenk jeroenvanderschenk

Add me as a contact in your mobile phone

SALES IS...GEEN AFDELING

SALES IS...EEN RESULTAAT

THE SKY ISTHE LIMIT!

L Een sociale trend waarbij mensen nieuwe technologie gebruiken

om dingen te doen en te maken met anderen, in plaats van gebruik te

maken van de gevestigde orde organisaties en overheid.

Groundswell, Josh Bernoff and Charlene Li

NO BOSS PLEASE!

POWER TO

THE CROWD!

CROWDSOURCING

CROWDFUNDING

CROWDFORCING

“…Beetje flauw om Transavia de schuld te geven. In ieder geval kun je daar beter mee vliegen dan met Turkish Airways, want die landen soms ongeveer op Schiphol...”

CROWDCOLLABORATION

CROWDBUYING

APOLLO

GUESTS

1.0 2.0 3.0

Source: Marco Derksen in het boek Society 3.0

Media Landscape

Society 3.0

www.society30.com

APOLLO

GUESTS

1.0 3.0

Source: Marco Derksen in het boek Society 3.0

Media Landscape ?

We become are mobile

Mobile Foodspotting

I’m here (and will be there!)

Augmented reality

Disruptive Businessmodels

And how about this one....

CASE ORGANISATIE

COMMODITY MARKETS

LOWEST PRICE STRATEGY

ADDING VALUE

COMMODITY MARKETS

BLUE OCEAN STRATEGY

Seats2meet.com®

A registred trademark by C.D.E.F. Holding BV

The Longtail

in €

# bookers

Traditional business:80% of the revenue is generated by app. 15 bookers

Seats2meet.com80% of the bookers spend

less than € 500 per year!

Seats2meet.com®

A registred trademark by C.D.E.F. Holding BVSeats2meet.com®

Seats2meet.com

‣ zalen → stoelen

‣ geen uniforme voorwaarden

‣ 24/7 toegankelijk, beheer, zelf reserveringsdetails

‣ vergaderlounges afgestemd op gebruik

‣ suppliers halen zelf ‘bestellingen’ op

‣ communicatie grotendeels via sociale media

Seats2meet.com®

TRANSACTIONSOCIAL

Business 3.0

Seats2meet.com®

Buzz = business

Seats2meet.com®

Find your workspot... Realtime!

Seats2meet.com®

SOCIAL (MEDIA)

STRATEGY

1.Analyseer

dialoog

5. Deel relevante

content

4. Selecteer tools

3. Bepaal content

strategie

2. Omschrijf

doelstelling

7. Meet resultaten

en herijk

6. Participeer en

faciliteer dialoog

SOCIAL (MEDIA)STRATEGIE

Analyseer Dialoog1

Wie zijn mijn stakeholders?Waar zijn mijn stakeholders?Welke thema’s houden mijn stakeholders bezig?Welke thema’s verbinden mijn stakeholders?

Search the web...1

Advanced twitter search1

Gist.com - personalized stakeholder buzz1

And just listen...1

Omschrijf Doelstelling2

Wat wil je bereiken met jouw social media activiteiten? Ik wil ....

• interactie met gasten• kamers verkopen• nieuwe medewerkers werven• onze producten & diensten innoveren

Bepaal Contentstrategie3

Welke content is nodig om de doelstellingen terealiseren?

• inhoud• vorm• lokaal of centraal georganiseerd?

Sharable content - be exiting 3

CASE: Martin Schilder Automobielbedrijven

Sharable content - show real people!3

CASE: Martin Schilder Automobielbedrijven

Selecteer Tools4

Deel Relevante Content5

Curator Broadcaster

Syndicator Feeder

Dabbler Conver-sationalist

Observer Explorer

Socializer Networker

Activist Specialist

Tastemaker Celebrity

Thought Leader Pundit

CONSISTENTCASUAL

SHARING CREATING

Participeer & Faciliteer Dialoog6

• MONITOR• REPLY• CONNECT

Meet Resultaten & Herijk7

• # visits• # unique visitors• % new visitors• # pageviews• # avarage pageviews per visit• Bouncerate• verhouding “direct” – “searchengines” – “referring sites”• referring sites (top 20)• searchengine keywords (top 50)• analysis of usage tools (blog, wiki, qna etc..)• added notifications on abnormalities in statistics

Web Statistics (a few examples...)

Meet Resultaten & Herijk7

Social Statistics (a few examples...)• # followers• # retweets• # @replies• # twitter mentions• # shared (Facebook, Linkedin etc..)• # bookmarked• # mentions in blogposts• # mentions in newspapers & magazines• # reviews and average score• does your kloutstyle matches with your Social Media Goals?

http://bit.ly/SBwebsite

Join the Socialbites.com

Community!

http://bit.ly/SBmanuals

Social MediaTips & Trics

http://bit.ly/SBqna

Questions?Get your answer(s)

in the Q&A!

BIJLAGE SLIDE 60

KLOUTSTYLE

Curator Broadcaster

Syndicator Feeder

Observer Explorer

Activist Specialist

CONSISTENTCASUAL

SHARING CREATING

Observer Explorer

You don’t share much, but you follow the social web more than you let on. This could just be your style. Or you are checking it out before jumping in full force.

You may be just starting out with the social web, or you are just not that into it. If you want to grow your audience, try engaging more & share more content.

Observer Explorer

You love to connect & always have the inside scoop. Good conversation is an art. When you are witty, your followers hang on every word.

Observer Explorer

You constantly are trying out new ways to interact & network. You are exploring the social web & making it work for you. Your activity & engagement shows you ‘get it’ & will probably by moving up soon.

Observer Explorer

You are the hub of the social scene & people count on you to find out what’s happening. You connect people & readily share your social savvy. Followers appreciate your network and generosity.

Activist Specialist

You connect to the right people & generously share your network to help followers. You know what content is important to your influential audience & have high levels of engagement.

Activist Specialist

You may not be a celebrity but in your area of expertise your opinion is 2nd to none. Your content is likely focused in a specific topic or industry. Your audience is also focused & highly engaged

Activist Specialist

You’ve got an idea or a cause to share with the world. You’ve found the perfect medium for your message & your audience count on you to actively champion your cause.

Activist Specialist

You keep tabs on what/who is “hot” & important to watch. Focusing on a specific topic or targeted audience, you share the best trending info & save followers from having to keep up their own.

Curator Broadcaster

Syndicator Feeder

S Pundit

You find the most interesting info & share it widely. Filtering through massive content, you surface with the nuggets that your audience truly cares about & they appreciate your hard work

Curator Broadcaster

Syndicator Feeder

You broadcast great content that spreads like wildfire. An essential source of info. In your industry, your audience is wide, diverse and values your content.

Curator Broadcaster

Syndicator Feeder

Curator Broadcaster

Syndicator Feeder

Your audience relies on you for a steady flow of focused info. Your audience is hooked on your industry/topical updates and secretly can’t live without them.

People look to you to help them understand the day’s developments in your industry. Sharing relevant news/opinions, you know what’s important & your audience values that.

You know what you like & your audience likes it too. Sure you know the trends, but you aren’t one to simply follow-the-crowd. You walk your own path & have earned your networks respect.

You are the height of influence, for better or worse. People hang on every word & share your content like no other. You are probably famous in real life & your fans can’t get enough.

You don’t just share news, you create the news. Your opinions are wide-spread and highly trusted. You are a leader in your industry. When you speak, people listen.

www.socialbites.com

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