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Creating a social media strategy for a tourism business Block 4: Case presentation International Master in Hospitality and Tourism Management ESCP Europe - Cornell University School of Hotel Administration
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Creating a social media strategy for a tourism business
Block 4: Case presentation
This document has been produced by 11 Goals & Associates. It is not complete unless supported by the underlying detailed analyses and oral presentation.
International Master in Hospitality and Tourism Management
February 6th, 2013 Francisco Hernández fran.me
About me SHAMELESS SELF-PROMOTION
Education: Universidad Politécnica de Madrid, UNED,
London Business School, University of Chicago – Fundaciò
“laCaixa” & Fundación Rafael del Pino scholarships.
Firms worked for full-time: Abengoa, McKinsey&Co, ABN
AMRO, Real Madrid C.F.
Entrepreneurship: Crisalia
Social Media & Internet consulting: 11goals.com
Lectures & Speaker in 3 continents: The Wall Street Journal, Universidad Politécnica
de Madrid, London Business School, Cornell University, Politecnico di Milano, CEIBS
(Shanghai), Kungliga Tekniska högskolan, The Business Factory, Asociación J.W.
Fulbright Spain, ESCP Europe, UIMP, and several private companies.
Full profile: linkedin.com/in/franciscohm
Seminar’s agenda
How do I make money in Internet?
(Block 3)
How can I market my business in
Internet? (Blocks 1 and 2)
Block 1: Basics of online marketing (day 1)
Block 2: Social tourism (days 2 & 3)
Block 3: E-Commerce in tourism (day 3)
Block 4: Case presentations (day 4)
Summary of block 1
Online advertising
Affiliate programs
Referral marketing
Email marketing
SEO
Content marketing
Online public relations
Social marketing
Fake marketing
Block 1 presentation
REMINDER
Summary of block 2
¶ Tourism is a social activity by nature. Social media just changed the way that is expressed.
¶ Online Social Tourism sometimes happens through highly complex processes that involve several tech services.
¶ Internet de-socialized some human activities. But now Social Technologies are re-socializing them. It is a general trend observed in many human activities.
¶ When a new technology is introduced, it always takes years to discover models and formats to extract value from it. Innovation is frequently slow, and so it is the adoption of Social Technologies by companies.
¶ Web 2.0 is all about people participating in projects, contents, etc.
¶ Web 2.0 is a sound reality. No doubt about that. Hope you are not still thinking whether it makes sense or not!
¶ The huge importance of social media is due to the fact that SNS were able to translate online (and make it more efficient and powerful) one of the World’s most important human activities: socializing; managing and using our circle of trust.
¶ Facebook is Worldwide leader in usage and technology. The World is still leaning towards Facebook in many countries where it is not yet the leading SNS. Only China and Russia seem to stay away from Facebook’s rule, the second one due to its blocking.
Page 1 of 3
Summary of block 2
¶ Web 2.0 is not only Social Networking websites. There are other categories like social blogging, microblogging, video, gaming, etc.
¶ In our opinion, the existence of an Social Graph that resembles a person’s real social life is what distinguishes an actual SNS from a Social Medium.
¶ There are also a ton of complementary services to SNS and other Web 2.0 tools. We call it the “Social Media Ecosystem”.
¶ It is interesting to observe and understand the 5 attitudes companies generally adopt regarding the Social Media Ecosystem. The best attitude is “to Complement it”, but few companies are mature enough to understand that. However bad experiences are helping a lot to let them understand.
¶ In Social Media, the medium is the people. Interesting little fact to have top of our minds…
¶ Social media advertising is intrinsically different from other type of ads like contextual advertising. They complement each other rather than compete. They should be used for different goals.
¶ People trust in people more than in brands. In the last years even more due to the never-ending roll of corporate scandals and the crisis.
Page 2 of 3
Summary of block 2
¶ Some Marketers (even “traditional” ones) believe that “Marketing is dead”, at least in its current form. They believe brands should turn their eyes into tha “Community Marketing”
¶ “Community Marketing” is actually the oldest form of marketing. However brands had to leave it because of scale.
¶ Social technologies have proven useful for brands with the mission of applying “Community Marketing” while keeping their size. E.g.: Football clubs.
¶ Building an effective online brand community is an important business tool for many companies. However it is a very difficult one to achieve because it is a long term goal and the final impact in the P&L account is not easily measured.
¶ It is a frequent mistake to believe that having a good brand makes it easier to have a good online community.
¶ In order to build your own successful online community it is important to understand in depth your underlying community: how your members affiliate, what are their key roles within the community, how do they benefit from being a member, etc.
¶ Online communities take time: first hire fans, then engage them (almost immediately after hiring them), and finally try to monetize them in the least possible frictional way.
Page 3 of 3
Block 2 presentation
Summary of block 3
Block 3 presentation
¶ E-Commerce, E-Business… difficult to define and classify. Do not waste much time in figure-out where your model fits.
¶ E-Commerce success stories have evolved in the last years:
¶ Before: Highly capitalized, tech-based companies (invest, invest, invest…)
¶ Now: Small capital business model incubators (test, test, test…)
Technology not a problem anymore; success is many times driven by innovative business models, sometimes easily copycatted if one does not protect oneself.
¶ Long tail concept / Freemium concept / “Piggyback” concept.
¶ 17-year history but still growing strong, now specially in emerging markets (broadband penetration, purchasing power), but maybe on mobile channels soon.
¶ Tourism was and is the #1 Ecommerce segment. It is also a good example of trends.
¶ E-Commerce is an intrinsically social activity. It evolved to the social space even before the social media phenomenon started.
¶ 6 dimensions to social E-Commerce success.
¶ Social Tourism Ecommerce ready to take off. Few startups working already on it.
¶ Takes time to refine an innovative business model. Test and error based on analytics is the best way to refine a model. Be patient, imaginative, and analytical.
“The people heard it, and approved the doctrine, and immediately
practiced the contrary”
Benjamin Franklin
Quote of the block
Agenda
Choose a case
Some frameworks
Please choose one case
Large hotel chain (Accor Hotels)
Small, urban hotel (Hotel Victoria, Lausanne, Switzerland)
Regional Tourism board (Sicily, Italy)
B2B (Amadeus)
Tour operator (TUI)
Airline (British Airways)
Kitzbühel ski resort (Austria)
Sports and Adventure in the Pyrenees (Grupo Explora)
“Chiringuito” in Matalascañas beach (Spain)
Points your presentation should address
What’s the general strategy of the brand?
Your Social Media strategy (Community Marketing) in one sentence. How does it fit with your general strategy? How do you attain growth and activity among community members?
Think about the social media ecosystem and the needs of your brand
How would your brand make money from Social Media?
How would you measure success?
How are your community members segmented? Affiliated?
How would you organize Social Media within the company? Why?
Line of contents. Examples.
Design and describe at least one social campaign for your brand
Agenda
Choose a case
Some frameworks
What non-social online marketing are you applying?
Online advertising:
Affiliate programs:
Referral marketing:
Email marketing:
SEO:
Content marketing:
Online public relations:
Fake marketing:
How social/online are your brand-related activities?
Social Non Social
Online
Offline
Source: 11 Goals & Associates
What motives are your contents catering?
Source: “The Psycology of Sharing: Why do people share online?”, The New York Times’s Customer Insight Group
To grow and nourish our relationships
Self-fulfillment
To define ourselves to others
To get the word out about causes
or brands
To bring valuable and entertaining content to others
5 key motives for sharing
Your brand’s attitude towards Social Media Ecosystem?
Ignore
Source: 11 Goals & Associates
Minimum presence
Combat Copy
Complement
Pasive Reactive Proactive
How would you use a powerful presence in SNS?
Movilize
Defend
Strike
Inform
Know
a) …
b) …
c) …
a) …
b) …
c) …
a) …
b) …
c) …
a) …
b) …
c) …
a) …
b) …
c) …
Community segmentation?
Source: 11 Goals & Associates
Interests? Motivations?
Roles?
Interests and role of each subgrup within the community
Subgroup Interests Rol
1 …
… …
2 …
… …
3 …
… …
… …
… …
Source: 11 Goals & Associates
Key question: Does it make sense as a system? How can the brand close any gap in the system?
En grupo(“Pools”)
En red(“Web”)
Concentrador(“Hub”)
En grupo(“Pools”)
En red(“Web”)
Concentrador(“Hub”)
How does your community affiliate?
Natural affiliation Current strategy
% % % % % %
Always? Does it change under some
circumstances?
How is Social Media organized in your company?
Source: Altimeter Group
• ….
• …..
• ….
• ….
• ….
• ….
• ….
• ….
• ….
SHORT TERM
MEDIUM TERM
LONG TERM
Priorities when developing the community
More Fans
More
Engagement
Revenues + keep fans and
engagement
Source: 11 Goals & Associates
