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‘Creating the Buzz’Social Media for

Sustained Business Growth

Lanarkshire Tourism Marketing Partnership

Dr. Jim Hamill & Alan Stevensonwww.energise2-0.com

May, 2011

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Agenda

• What is social media?

• Social media in action – examples

• Key things to remember

• ‘Getting there’

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Where are you in terms of Social Media?

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What is Social Media?

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What is Social Media?

The three main components:

ApplicationsFeatures and characteristics

Business impact

Web 2.0/Social Media

Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Business Impact

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –

Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and

HRM

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Social Media in Plain English

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How important has it become?

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The Social Media Revolution

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‘Stop and Reflect’

•Impact - What impact is social media having on your industry? How important has it/will it become?

•Customers – How are your customers using social media? What impact is it having/will it have on customer behaviour?

•What are the opportunities and threats for your business?......discussion of business benefits to follow…..

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Potential Business Benefits of Social Media

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Business Benefits

• Market Knowledge

• Customer Insight and Understanding

• Customer Interaction

• Enhanced Customer Experience

• Business Intelligence

• Reputation Management

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Business Benefits

• Improved Sales and Marketing

• Identify and network with high value, high growth prospects

• Product Development and R&D e.g. engage and co-create

• Internal cost savings

• Improved Operations and Internal Processes

• Increased ROI

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Potential Business Benefits

5 main areas:

• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)

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Social Media in Action

Quick Examples

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In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand

A quick ‘personal experience’

Dubai Hotel

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From the web site

• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.

• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…

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The Customer Experience of the Brand

Tripadvisor

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From Tripadvisor

• It's getting old, the rooms are unappealing and it will never be more than a business hotel

• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.

• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel

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Responding to Tripadvisor

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How not to respond

Don’t be Scottish

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Response Policy

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Response Policy

• Monitor what is being said, where….• Thank them for taking the time to leave a review• Highlight any positive aspects first• Emphasis your customer centricity• Atypical experience• Apologize (if it’s a legitimate complaint)• Your action on their feedback. How you address it• Provide an offline channel for continuing the conversation.

Ask them to call or e-mail

• Send strong positive message to readers…..

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The Roger Smith Hotel New York

The World’s most social media savvy hotel?

http://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new-york-s-social-media-hotel-3

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Web Site

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Blog

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YouTube

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Twitter

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Flickr

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Flickr

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Facebook

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Facebook

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Tripadvisor

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Management Response

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John Smith Hotel

Impact

• Aim is to increase revenue/bookings from building strong online customer/network relationships

• When they come to New York, they will stay with us• Special promos related to events e.g Craft Beer Week• KPIs – monthly report produced covering Exposure,

Engagement, Sales• Bookings have increased from Social Media activities

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Visitor Attraction Case Example

New York Museum of Modern Art

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The Web Site

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Links to RSS Feed, Facebook, Twitter

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RSS Feed

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MoMA on Facebook

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Two way dialogue and engagement

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346,466 twitter followers

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Dialogue not just broadcasting

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MoMA Youtube Channel

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Over 200 Videos

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3,565,427 views, 12,413 subscribers

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12,080 on foursquare

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Dialogue

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Dialogue

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MoMA Blog

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Links to other SM channels

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MoMA on flickr – 4,108 images

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MoMA on iTunes

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Merchant City

“Creating the Buzz”

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‘Creating the Buzz’

• Match funded from the Visit Scotland Growth Fund

• Objective: To develop and implement a proactive social media strategy to ‘create a buzz’ about the MC as a ‘must visit’ destination

• Project employed a Balanced Scorecard approach to ensure that key social media actions and initiatives are fully aligned behind and supportive of agreed business goals and objectives.......

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Vision/Mission

• To build greater brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; Glasgow’s ‘hidden gem’

• Through the development, implementation and on-going management of a proactive social media communications strategy – engage with and energise the MC network of ‘advocates’

• Advanced social media monitoring tools will be used to monitor project success

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Strategic Objectives

• Build brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; the ‘hidden gem’ of Glasgow

• Achieve sustained increase in visitor numbers and spend

• Build a ‘quality customer base’/ strong network of MC ‘advocates’ • Ensure that the project makes a significant contribution to the

medium-term strategic goals and objectives of the MCTMC, VS Growth Fund, Glasgow City Tourism and the Scottish Executive’s Tourism Framework

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Strategic Objectives

• Maximise the net economic impact of Merchant City tourism on Glasgow and Scotland generally

• Achieve high ROI from project spend. • Maximise MCTMC marketing effectiveness and marketing efficiency • Build a strong network of local businesses, tourism partners and MC

residents, working in collaboration to position MC as a ‘must visit’ destination and to achieve sustained growth in visitor numbers and spend

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5,000 Facebook ‘Likers’

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3,733 Twitter Followers

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Key Things to Rememberabout Social Media

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Key Things to Remember

• It’s social– A key feature is online democracy – with content being provided

by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet

– Conversations are taking place relevant to your business• Power shift

– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success

– Especially true in information intense industries• Declining effectiveness of traditional approaches

– Does anyone listen to sales/brand messages anymore?

ENERGISE2-0.COMSource: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

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Key Things to Remember

• Pull v push– Consumers/users decide what information they wish to access

• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–

dialogue not broadcasting– But this is something that most of us are not very good at doing.

We prefer ‘telling’ people• SM ‘winners’ and ‘losers’

– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships

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Key Things to Remember

• New performance measures– Requires new performance measures

• Quality of your network• Relationship strength• Ability to leverage

• Social media monitoring tools

• The need for new business/marketing models

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Performance Measurement

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

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The ‘6Is’ Approach

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Monitoring the Conversations

• Use Social Media Monitoring Tools to monitor online conversations relevant to your brand

• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat

• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar

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Key Things to Remember

The need for new business/marketing models

– Traditional approach:• Product development – Differentiate – Market and Promote -

Sell

– New model based on: • Communities, networks, openness, peering, sharing,

collaboration, customer empowerment, ‘think and act’ globally

• Engage and energise• ‘Create the Buzz’

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‘Getting There’

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Next Steps

• Get Involved– Google Alerts, Linkedin, Social Media Monitoring

• Learn more• Develop a strategy• Implement• Monitor

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SM Strategy Development

Strategic objectives Targets Key performance indicators (KPIs) Customer segments The key social media actions and initiatives required for

‘getting there’ Organisational, people and resource issues

Ensure that your social media strategy is fully alignedwith and supportive of your overall strategic goals and

objectives with clear targets and ROI criteria

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The Three Key Questions

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Three Key Questions

• Who are our customers?

• Where do they hang out in social media?

• How can we best engage with and energise them?

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www.mashable.com

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More advice on www.energise2-0.com

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www.energise2-0.com

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Bob Dylan

Come gather 'round peopleWherever you roamAnd don’t criticise

What you can't understandYour sons and your daughters

Are beyond your commandYour old road is

Rapidly agin‘Then you better start swimmin’

Or you'll sink like a stoneFor the times they are a-changin’

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Thank You

Questions