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					               Web 2.0/Tourism 2.0
             ‘The times they are a changing’
              A conversation with Merchant City
                Tourism and Marketing Co-op

Dr. Jim Hamill
Department of Marketing
University of Strathclyde
www.tourism2-0.co.uk                              June, 2009

 Quick overview of Web 2.0/Tourism 2.0

 Web 2.0 in Action – some examples

 2.0 opportunities for MCTMC

 ‘Getting there’

 More details at:
   – www.tourism2-0.co.uk
   – www.web2-0cpd.com
                      What Is It?

 A fundamental change in the way people use the Internet, their
  online expectations and experiences

 Major impact on consumer/B2B decision-making and
  behaviour across a broad spectrum of industries – especially
  in tourism

 Major opportunities, but also threats, for MCTMC

 Marketing as a ‘conversation with your customers, a
  conversation with your network’
                        What Is It?
 All revolutions have ‘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

 Requires a new ‘mindset’ and new approaches to marketing
  communications strategy and implementation

 Requires new performance measures
   – Quality of your network
   – Relationship strength
   – Ability to leverage
                    Performance Measures

 Involvement

 Interaction

 Intimacy

 Influence
                          Web 2.0

 A fundamental change in the way people use the Internet

 Rather than being passive recipients of ‘brand messages’,
  Web 2.0 is characterised by

   – Information ‘pull’ rather than ‘push’
   – User generated content
   – Openness, sharing, collaboration, interaction, communities, and
     social networking

 ‘Power to the people’ – Web 2.0 empowers people – empowers
                             Web 2.0
The end of the..........

   The read only Internet

   The ‘tell them how good’ we are Internet

   Traditional ‘push’ marketing strategies (declining effectiveness –
    nobody listens any more)

   The ‘Brand’ as we know it – People are becoming ‘cynical’ to
    brands and resistant to brand messages- -the ‘brand’ becomes the
    customer experience

   The end of the ‘About Us’ web site…..and the beginning of the
    ‘About You’ web site
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare
In a Web 2.0 Era, the Brand Becomes the
    Customer Experience of the Brand

     A quick ‘personal experience’

             Dubai Hotel
                                 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…
The Customer Experience
      of the Brand

                                   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.
       Web 2.0

     An Overview

» Applications
   » Features and Characteristics
      » Implications
    Social Network Sites
                                            Virtual Realities

RSS Feeds                   Social Content
                                           Mash Ups
                      Social Bookmarks

                                  Mobile Web; Internet Telephony
            Social Applications

    Internal and External Use

These applications can be used on your
own web site and/or by participating in
          ‘external 2.0’ sites
     Communities and Networks
                                            Hosted Services

Global                      Interactivity
                                            Mass Collaboration
                   Social Element

                                The Internet as the platform
                             Customer Experience
    Business Intelligence
                                           Processes and HRM

Mindset                     Customer Interaction
                  Customer Insight
                                           Rich Internet Applications
    Product Development
                    Sales & Marketing

                                IT Infrastructure
            Reputation Management
                        Business/Marketing 2.0
Impact – Wikibusiness                                                Web 2.0 Applications

Mindset                                                              Open source
Business Intelligence                                                Online Applications/ Web Services
Customer Insight and Understanding                                   Social Network Sites
Customer Interaction                                                 Social Content – Social Bookmarking
Enhanced Customer Experience –                                       Blogs or Weblogs
       Rich Internet Applications                                    Wikis
Reputation Management                                                Podcasts/ Vodcasts
Sales and Marketing                                                  Virtual Realities
Product Development and R&D e.g.                                     Mash Ups
       engage and co-create                                          RSS Feeds
IT/Software/Applications                                             Mobile Web; Internet Telephony
Operations, Internal Processes and
                                     Characteristics                 Twitter
                                     Communities and Networks
                                     Hosted Services – online
                                     applications; the Internet as
                                     the platform
                                     Social Element
                                     Mass Collaboration
                   Business Impact
   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’
A few references.........
Tapscott and Williams (2006)

 Web 2.0 represents a major paradigm shift and requires
  new corporate mindsets and new approaches to business
  strategy development, implementation and online

 O’Reilly (2006)........Web 2.0 as ‘a set of economic, social,
  and technology trends that collectively form the basis for
  the next generation of the Internet—a more mature,
  distinctive medium characterised by user participation,
  openness, and network effect.’
                  The Groundswell
Li and Bernoff (2008)

 A spontaneous movement of people using online tools to
  connect, take charge of their own experiences and get what
  they need from each other (information, support, ideas,
  products, bargaining power etc)

 The ‘groundswell’ is unstoppable – it’s a social revolution

 It’s a permanent, revolutionary shift in the way the world

 You can try to fight it or join it – energise the groundswell
       Marketing to the Social Web
Larry Weber (2009)

 Marketers must look for new ways to communicate with
  customers. New mindsets and a radical rethinking of past
  practice is required

 Rather than broadcasting sales messages to an audience
  who no longer listen, innovative marketers should become
  ‘aggregators of customer communities’. They should
  participate in, organise and encourage social networks that
  people what to belong to

 Rather than talking at customers they should talk with
Grown Digital – Don Tapscott (2009)

 $4m research project covering 10,000 people in the age
  group 11 to 30

 The Net Generation – the first generation to have grown

 Revolutionary impact on all aspects of life including the
  world of work, education, family relationships, political
  engagement and the global environment

 YouTube Videos
        Bob Dylan
   Come gather 'round people
       Wherever you roam
       And don’t criticise
   What you can't understand
 Your sons and your daughters
   Are beyond your command
         Your old road is
           Rapidly agin‘
 Then you better start swimmin’
    Or you'll sink like a stone
For the times they are a-changin’
Web 2.0 in Action

    Review and
Recommendation Sites
        Review and Recommendation Sites
 Travel and tourism – www.tripadvisor.com and many

 Consumer electronics - www.kelkoo.co.uk

 Money – www.moneysupermarket.com

 Universities - www.studentsreview.com

 General – www.reviewcentre.com

 etc
   Lonely Planet Thorn Tree Travel Forum
   Igougo
   Holidaywatchdog
   Review Centre
   Holiday Check
   Mytripbook
   Gusto
   Travelpost
   Realtravel
   Traveltogether
   Yahoo trip planner

 Some with interactive planning tools
O wad some Power the giftie gie us
  To see oursels as ithers see us!
It wad frae mony a blunder free us,

          (Rabbie Burns)
Don’t mess with the buffalos…..

       41 million views
          ROI to Kruger National Park

 Production/ marketing costs = 0

 Views = 41.4 million
        Social/ Professional
         Networking Sites

Building contacts, finding customers
            and partners
  Gay Hotel, Cairngorms National Park

 Who are my customers? Who is my network?

 Where do I find them on the Internet?

 How can I best enter into dialogue with them?
Sports Marketing 2.0

Web 2.0/ Tourism 2.0

     for MCTMC
Three main areas:

 Visitors/customers

 Local businesses

 Internal applications
      2.0 Opportunities                              2.0 Applications

Sales/marketing ROI                        Internal and External 2.0 Apps

Market intelligence/ Customer insight                           Visitors
                                           Networks and communities e.g.
and understanding                          facebook

Customer interaction and relationships     User generated content – flickr, youtube
Online customer experience
                                           Rich internet applications – podcasts,
Reputation management                      vodcasts, mash-ups

Increased visitor numbers and spend        Blogs/forums

Quality customer base/Quality network      Twitter
– Involvement - Interaction – Intimacy –
Influence                                  Google Alerts, RSS

               Local Businesses

 Social/professional networking site using Ning
                          Internal Applications

 Web 2.0 isn’t just about marketing

 Open source software and hosted applications for
  improving internal processes

 See our wiki at - http://web2scape.wikispaces.com
‘Getting There’
                                           ‘Getting There’

 A three staged approach:

   • Enhanced knowledge and understanding – get involved and learn

   • Strategic Audit - Ten Key Questions

   • Strategy Development and Implementation - using a Balanced
     Scorecard approach
                                          Strategic Theme/ Mission:
                                  Brief Statement of Overall 2.0 Mission/Vision

Financial Perspective
                                       Financial Goals and Objectives

                  Marketing Effectiveness                                             Marketing Efficiency

Customer Perspective:                         Customer Segments
                   Customer Group 1       Customer Group 2        Customer Group 3                     etc

                                            Customer Value Proposition

Internal Management
Perspective:        2.0 Initiative 1           Initiative 2          Initiative 3             Initiative etc

                          Objectives            Objectives               Objectives
                             KPI                   KPI                      KPI
                           Targets               Targets                  Targets
                           Actions               Actions                  Actions

Organisation                     People                      IS and IT                        Organisation
Perspective:                                                                                    Culture

Thank You


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