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CrossTour Fair "The Danubian Al-TOUR-native" 26-30 January 2012

CrossTour Fair "The Danubian Al-TOUR-native" 26-30 January 2012 Innovations in E-marketing with a specific focus on SMEs Pieter Piket, Wesley Put- van den Beemt and Marjolein Visser NHTV Breda University of Applied Sciences Tourism Academy, The Netherlands.

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CrossTour Fair "The Danubian Al-TOUR-native" 26-30 January 2012

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  1. CrossTour Fair "The Danubian Al-TOUR-native" 26-30 January 2012 Innovations in E-marketing with a specific focus on SMEs Pieter Piket, Wesley Put- van den Beemt and Marjolein Visser NHTV Breda University of Applied Sciences Tourism Academy, The Netherlands

  2. 91% internet penetrationin the Netherlands,but MUCH LOWER in BulgariaandRumania Households with internet access 2010 Source Eurostat, 2011

  3. More than half of individuals in the EU27 use the internet daily

  4. 71% of the Dutch prefer internet as channel for booking travel

  5. 63% of EU people 55+ use internet lessthanonce a week Individuals who use internet once a week or more, 2010 Source Eurostat, 2011

  6. Conclusions • Internet becomes more and more important • Internet has become the mainbookingchannel in the Netherlands • Markets are different, market knowledge is crucial

  7. Social Media

  8. Dutchies most active on TwitterandLinkedIn worldwide

  9. Where does your company stand? 1. My company currently has a social media strategy. 2. My company is thinking about developing a social media strategy. 3. My company is trying to defend why we don’t have a social media strategy. 4. My company is currently trying to understand what social media is. 5. None of the above.

  10. Social media strategy

  11. People

  12. Creators I blog because I have something important to share • Publish a blog related to business • Publish online demos/rich media apps • Upload videos, audio, or podcasts • Upload photos, images, or presentations • Author articles, case studies, whitepapers

  13. Critics I speak out about the products I love or hate • Post ratings/reviews • Comment on business blog or group page • Comment on online forums • Contribute to/edit articles in a wiki/forum • Give a reference or testimonial

  14. Spectators I use the Internet to get the job done, so I have more time for running my business. • Read business blogs • Watch videos posted by firms • Listen to podcasts, audio • Read online forums • Read customer ratings/reviews • Attend Webinars, Webcasts • Attend virtual trade shows

  15. Inactives I rely on my personal contacts for business advice. • Don’t acknowledge using any social technologies

  16. Technology: most interesting social media tools • Facebook/Hyves • Twitter • YouTube/Flickr • Blog

  17. Where is your target group?

  18. Why follow a company on Facebook? • 40% to receive discounts and promotions • 39% to show my support for the company to others • 36% to get a “freebie” • 34% to stay informed about the activities of the company • 33% to get updates on future products • 30% to get updates on upcoming sales • 29% for fun or entertainment • 25% to get access to exclusive content • 22% someone recommended it to me • 21% to learn more about the company • 13% for education about company topics • 13% to interact Source: US based: http://mashable.com/2010/09/16/facebook-users-interact-brands/

  19. 9 tips to use Facebook for business • Do NOT duplicate your Twitter Strategy on Facebook • Do NOT Post Only Plain-Text Status Updates • Do Allow Fans to Share Content • Do Comment on Your Fans’ Content • Do Share Your Fans’ Content • Do use Facebook Questions to Find More Fans • Do NOT Use a Profile Image That has a Poor Thumbnail • Do Share Your Facebook Page on Your Website • Develop a Personality

  20. 2. Twitter • Is your target group present? • For which purpose? • Share what kind of information? • Personal face • Relevance

  21. 9-to-5 Mentality online?

  22. Successful Twitter campaigns KLM surprise: http://www.youtube.com/watch?v=Sh-JRoY7_LU Tile and inspire: http://www.youtube.com/watch?v=YR75c8mtGjk&feature=relmfu

  23. 9 tips to use Twitter for business • Be careful to be overly Self-Promotional • Do NOT only include links to your own blog • Do NOT follow anyone and everyone • Establish a Personality • Interact with other Twitter users • Share your Twitter profile on your website • Monitor your own brand chatter • Customize your Twitter profile • Do NOT only tweet once per week

  24. 3. YouTube

  25. Breathtaking Athens

  26. 4. Blog

  27. Roger Smith Hotel New York

  28. Social media principles • Be human • Be aware • Be honest • Be respectful • Be a participant • Be open • Be courageous

  29. Thank you for your attention.Questions?

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