DevelopingLeaderforChange&InnovationinTourism28thJune2010CoreModuleCustomerManagementSession2DrJimHamill@ukonline.co.ukImpactoftheSocialMediaRevolutionAgendaOverviewofSocialMediaSocialMediainActionKeyThingstoRememberaboutSocialMedia‘GettingThere’–yourresponseSocialMediaOverviewBusinessuses/benefitsTourism2.0Web2.0ApplicationsOpensourceOnlineApplications/WebServicesSocialNetworkSitesSocialContent–SocialBookmarkingBlogsorWeblogsWikisPodcasts/VodcastsVirtualRealitiesMashUpsRSSFeedsMobileWeb;InternetTelephonyTwitterCharacteristicsCommunitiesandNetworksOpennessSharingPeeringHostedServices–onlineapplications;theInternetastheplatformInteractivitySocialElementMassCollaborationEmpowermentGlobalImpact–WikitourismMindsetBusinessIntelligenceCustomerInsightandUnderstandingCustomerInteractionEnhancedCustomerExperience–RichInternetApplicationsReputationManagementSalesandMarketingProductDevelopmentandR&De.g.engageandco-createIT/Software/ApplicationsOperations,InternalProcessesandHRMSocialMediainActionQuickExamplesInaWeb2.0Era,theBrandBecomestheCustomerExperienceoftheBrandAquick‘personalexperience’DubaiHotelFromthewebsite•This5-starhotelandresidenceoffersEuropeanhospitalitywithanunmistakableFrenchtouch.Thehotelconsistsof318beautifullyappointedguestrooms/suites,whiletheresidenceoffers112fullyfurnishedandequippeddeluxeStudiosand1-3bedroomapartments.•Theultimateincomfort,weoffer318luxuriouslyelegantroomsandsuites.•Takeatrip.Escape.Goandvisitsomewherenewandseeifwearethere…Giveintothatirresistiblewanderlust.Discoveringandstayinginthemostexceptionalhotelsintheworldhasbecomethemodern-dayGraal,agame,aquest…TheCustomerExperienceoftheBrandTripadvisor•It'sgettingold,theroomsareunappealinganditwillneverbemorethanabusinesshotel•BeingaSofitelhotelweexpectedsomethingquite'flashy'unfortunatelywewereletdown.Therooms,althoughcomfortableandclean,werenotofthestandardweexpectedandweredefinatelynotwhatweexpectedafterlookingatthephotosonthehotel'swebsite.•BookingmystayviatheSofitelwebsiteafterapleasantexperienceatseveralotherSofitellocationsoverthepast2yearswithmynewjobIwaslookingforwardtoa5starluxurystayafterastressfulbusinesstrip.Myexpectationswerereasonable,howevercertainlynotmetbythishotel.RespondingtoTripadvisorHownottorespondResponsePolicyMonitorwhatisbeingsaid,where….ThankthemfortakingthetimetoleaveareviewHighlightanypositiveaspectsfirstEmphasisyourcustomercentricityAtypicalexperienceApologize(ifit’salegitimatecomplaint)Youractionontheirfeedback.HowyouaddressitProvideanofflinechannelforcontinuingtheconversation.Askthemtocallore-mailSendstrongpositivemessagetoreaders…..WillItBlend?5.7millionviewsUnitedBreaksGuitars9MillionViews26,817CommentsFashionbrandsvthenew‘kidontheblock’BuyOurStuffCustomerEngagementThreadlessonFacebook141,332'likers'1.5MillionTwitterFollowersTheItalianManWhoWenttoMalta14.6millionviewsSocialmediaredefinestheconceptofawebsiteNumber10BuiltUsingWordpressEmbedsContentfromSMChannelsEmbedsYoutubeEmbedsTwitterLinkstoFacebookEnergise2.0BuiltonWordpressSocialBookmarkingCMSandStatsCMSandStatsCMSandStatsCafeGandolfiBrandEngagementCustomerInteraction/Intimacy1,300PlusInvolvedTheWinnerInteractionPerformanceInsightsPerformanceInsightsPerformanceInsightsPerformanceInsightsExtendtoTwitterTheNewGandolfiBlogTheNewGandolfiBlogTheNewGandolfiBlogTheRogerSmithHotelNewYork-theWorld’smostsocialmediasavvyhotel?Aimistoincreaserevenue/bookingsfrombuildingstrongonlinecustomer/networkrelationshipsWhentheycometoNewYork,theywillstaywithusSpecialpromosrelatedtoeventse.gCraftBeerWeekKPIs–monthlyreportproducedcoveringExposure,Engagement,SalesBookingshaveincreasedfromSocialMediaactivitiesThingstoRememberaboutSocialMediaIt’ssocial–Akeyfeatureisonlinedemocracy–withcontentbeingprovidedbythenetworkforthenetwork–representsafundamentalandrevolutionarychangeinonlinebehaviour,expectationsandtheonlinecustomerexperience.Theendofthe‘readonly’internetPowershift–Socialmediaempowerscustomers,empowersthenetwork.RecognizingthisshiftisthecornerstoneoffuturesuccessDecliningeffectivenessoftraditionalapproaches–Doesanyonelistentosales/brandmessagesanymore?Source:TheFutureofAdvertising,APA,17/02/09aspublishedonSlideshare()Pullvpush–Consumers/usersdecidewhatinformationtheywishtoaccessNew‘mindsets’arerequired–Marketingasaconversationwithyourcustomers/network–dialoguenotbroadcasting–Butthisissomethingthatmostofusarenotverygoodatdoing.Weprefer‘telling’peopleSM‘winners’and‘losers’–‘Winners’willbethoseorganisationswhofullyutilisetheinteractivepowerofWeb2.0technologyforengagingwithandenergisingcustomerandnetworkrelationshipsNewperformancemeasures–RequiresnewperformancemeasuresQualityofyournetworkRelationshipstrengthAbilitytoleverageSocialmediamonitoringtoolsRedefinestheconceptofawebsiteTheneedfo