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Creating a social media strategy
                    for a tourism business
                    Block 2: Social Tourism



                    International Master in Hospitality and
                    Tourism Management

                    January 9th, 2013
                    Francisco Hernández
                    fran.me



This document has been produced by 11 Goals & Associates. It is not complete unless supported by
the underlying detailed analyses and oral presentation.
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

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)            How do I make
                                              money in Internet?
                                                    (Block 3)




                                                    How can I market
                                                     my business in
                                                       Internet?
                                                         (Blocks 1 and 2)
Summary of block 1                                            REMINDER




            Online advertising
            Affiliate programs
            Referral marketing
            Email marketing
            SEO
            Content marketing
            Online public relations
             Social marketing
            Fake marketing


                                       Block 1 presentation
Quote of the block




           “A child of five would understand this.
           Send someone to fetch a child of five.”

                                     Groucho Marx
Agenda




          Tourism is social by nature
          Web 2.0
          Social media advertising
          Community Marketing
          Building an effective online community
Sending a postcard…
Displaying where we have been…




Our parents

              Our children
              (& ourselves)
Knowing how people live in touristic destinations
                                • 9 out of 10 Egyptians and Tunisians asked
                                  in a poll said they used Facebook to
                                  organize protests and spread awareness
Most voted comment at a Foursquare’s tapas bar
checkin page
My friend Federico recommending a restaurant after
learning I am in the city of Santander
Metropolitan Police in YouTube & Twitter #London2012




   http://youtu.be/NfK-e7UArFQ
KLM: App to create personilized luggage tags
Preparing my trip to Venice
1/5: I first met Alejandro at a dinner and we connect as
friends in Facebook.




After dinner, I complitely forgot he lived in Venice. So many things in my
head, why should I? Life goes on…
Preparing my trip to Venice
2/5: Few weeks later I had to prepare a trip to Venice and I
search in the Internet. I “Like” some pages about bridges in
Venice.




 Of course Alejandro was not top pf my mind. I did not remember
 he lived in venice!
Preparing my trip to Venice
3/5: Facebook’s algorithm detects my interest in “Venice”
and next day Alejandro is showen in my wall.
Preparing my trip to Venice
4/5: Snooping in his wall I discover he talks about “Casa
de Uscoli”.
Preparing my trip to Venice
5/5: I looked up Casa de Uscoli in TripAdvisor. My
TripAdvisor account is linked to my Facebook account.




                            96 reviews but only one matters to me, Jesus’…
  http://www.tripadvisor.es/Hotel_Review-g187870-d318151-Reviews-Casa_de_Uscoli-Venice_Veneto.html
How do we play?
Offline, Social



                                                                                                    5.7 mill.
                                                                                                   daily users
                                        “Transactionalization”
                                                                                      Online, Social


                   Online, Non-Social


                                                                 “Re-Socialization”




Source: App Data
ILLUSTRATIVE EXAMPLES
The path to social+online

                                Non Social                                Social

                                       ¿?
                                                SOCIAL
                                             TECHNOLOGIES
 Online                                       (Social relevance
                                               / real identities)
                                                  &
                                     ¿?       INNOVATION
                                                                                                       Each segment
                                                                                                       has its own
                                        INFORMATION TECHNOLOGIES                                       way and pace
                                                                                                       to be online
                                                                    TV                                 and social
                                                                          Gaming
Offline                                                                             Travelling


                                                            Electronics
                                                                          Supermarket
                                                             Shopping
                                                                           Shopping




Source: 11 Goals & Associates
Inertia in the application of new technologies
Radio as newspaper…             TV as radio…




                                                      It always takes time
                                                      to adapt to new
                                                      technologies
Web 1.0 as newspaper…           Web 2.0 as Web 1.0…
                                                      We expect years
                                                      developing
                                                      applications of
                                                      current and future
                                                      social technologies




Source: 11 Goals & Associates
Agenda




          Tourism is social by nature
          Web 2.0
          Social media advertising
          Community Marketing
          Building an effective online community
Definition of web 2.0

  “Web 2.0 is the network as platform, spanning all
  connected devices; Web 2.0 applications are those
  that make the most of the intrinsic advantages of
  that platform: delivering software as a continually-
  updated service that gets better the more people
  use it, consuming and remixing data from multiple
  sources, including individual users, while providing
  their own data and services in a form that allows
  remixing by others, creating network effects
  through an "architecture of participation," and
  going beyond the page metaphor of Web 1.0 to
  deliver rich user experiences.”

                                            Tim O’Reilly (October 2005)

Source: O’Reilly Radar: http://radar.oreilly.com/2005/10/web-20-compact-definition.html
Evolution towards web 2.0




                                         “Social”
       “Catalog”            “Search”
                                       “Web 2.0”
        (www)               (Google)
                                       (Facebook)
Social media is a reality, a sound reality


   In October 2011 (latest comScore’s global report), there were 1,200
    million people on social networks, a 82.4% of World’s online
    population.
   In Europe, 28% of navigation time happens on social networks (~7
    hours/month).
   98% of Spaniards interact with Social Networks.
   Digital natives (<25 year-old) spend on SNS 8 times what they spend
    on email.
   Largest IPO in history (Facebook, 2012). Facebook’s market cap (USD
    63.8 b) is larger than Ford’s (USD 51.2 b), BBVA’s (USD 53.2 b),
    Telefonica’s (USD 62.6 b), etc. [Jan 7th, 2013]




Source: comScore, Bloomberg
Our growing circle of trust
From “Me” to “Social”



                                         …
    Me            Mom            Dad                     Enrique


                                         …

                 Miguel         Carmen                                     Esther


                                                                       …
                                         …
                 Arturo         Gonza                                       Miguel

       • One of our most valuable assets is the trustworthiness system we are
         continuously building up during our lives. It helps us to take decisions
       • Social media phenomenon succeeded because of this translated into online
Source: 11 Goals & Associates
How do we use our circle of trust?

                                                           Extract value
     We rely on people we know to:                        from the circle
      • Get informed.
      • Make decisions.


                                            Yo   Mamá      Papá                Enrique



     We use our experiences to:                  Miguel   Tomás                              Esther


      •   Increase our Goodwill
      •
                                                 Arturo   Rafael
          Identify ourselves.                                      Miquel   Julio        …



      •   Self-express ourselves.
      •   Self-realise
      •   Socialize around an excuse
                                                            Nourish and
          for conversation
                                                          extend the circle


                                       26
What’s a social networking service?
   SNS: “online service, platform, or site that focuses on building and
   reflecting of social networks or social relations among people, who,
   for example, share interests and/or activities” (Wikipedia)

                                                                                 ~85% of
                                                                                  online
                                                                                population
                                                                                 use SNS




                                                                 There are discrepancies about
                                                                   which services are really a
                                                                  SNS and which ones are not

Source: http://en.wikipedia.org/wiki/Social_networking_service
EXAMPLE
Traditional, offline Social Networks
The first online social network…


                                                         Social networking service:
                                                        “online service, platform, or
                                                        site that focuses on building
                                                           and reflecting of social
                                                        networks or social relations
                                                           among people, who, for
                                                          example, share interests
                                                       and/or activities” (Wikipedia)




Photo: http://www.flickr.com/photos/ajc1/3367295141/
World map of Social Networks
June 2009




Source: vincos.it
World map of Social Networks
June 2012




                    The World Facebookised (1000 mill. Active users)
Source: vincos.it
Facebook
#1 international social networking website




                                              Friends networking +
                                               Brand communities
                                              >1,000 mill. active users
                                              Grew concentrically: Ivy
                                               league universities ->
                                               universities -> high
                                               schools -> open
                                              Open Graph
                                              Facebook connect + API
                                              Social gaming
                                              Great content
                                               segmentation tools
                                              Social advertising
                                              Moving fast towards
                                               Mobile
OCTOBER ‘12
International Facebook presence
XX,X XX%     X,X%   Users (mill.) | Penetration (%) | 3-month growth (%)


        EEUU                                                                      167,6 54%   7,6%
       Brasil                                             60,7 30%        13,1%
        India                                             60,5 5%         17,8%
   Indonesia                                    50,5 21%          14,9%
      México                            39,4 35%           8,4%
Reino Unido                         33,2 53%         9,2%
     Turquía                      31,4 40%          2,2%
     Filipinas                    29,9 30%         4,3%
      Francia                 25,3 39%        4,7%
   Alemania                   25,0 30%        4,9%

        Italia               22,8 39%        5,1%

   Argentina               20,4 49%         5,2%

     Canadá               18,6 55%       7,7%

    Tailandia             17,5 26%      11,7%

   Colombia               17,5 39%      2,9%

      España              17,3 37%      8,3%

       Japón             16,4 13%      61,0%

     Malasia           13,2 50%      5,8%

      Taiwan           13,1 57%      5,2%

    Australia          11,7 55%      6,7%


Source: Social Backers, Facebook Inc, INE
Motivations for sharing

                                                    To bring valuable
                                                    and entertaining
                                                    content to others




                  To get the word
                                                                                       To define ourselves
                 out about causes
                     or brands                    5 key motives                             to others

                                                    for sharing




                                                                         To grow and nourish
                                Self-fulfillment
                                                                           our relationships



Source: “The Psycology of Sharing: Why do people share online?”, The New York Times’s Customer Insight Group
Most popular Facebook pages
January 2013                              # fans                  # fans




Source: Page Data http://pagedata.appdata.com/pages/leaderboard
Most popular Facebook apps
January 2013




Source: App Data http://www.appdata.com/leaderboard/apps
Tencent - QZone
China’s largest social networking service(s)




                                                ~600 mill. users
                                                Part of Tencent Holdings, a
                                                 diversified Chinese Internet
                                                 company which became
                                                 popular thanks to QQ
                                                 messenger.
                                                Unlike Microsoft, Tencent
                                                 was able to turn a messenger
                                                 tool into a successful, real
                                                 social networking website.
                                                Tencent is the third (after
                                                 Google and Amazon) largest
                                                 Internet company in the
                                                 World by Market
                                                 capitalization (USD 42 bill.)
                                                Revenues (2011): ~3 bill. /yr
                                                 (less than 15% from
                                                 advertising)
Twitter
#1 Microblogging site


                         It is more a
                          microblogging tool
                          rather than a social
                          networking site.
                         >500 mill. users
                         Works better for 1-to-
                          many communication
Real activity in SNS. Facebook rules.




                                        Facebook world’s
                                           time share:
                                           •75% (SNS)
                                         •14% (Internet)




Source: comScore
Google Plus
Latest SNS by the Google factory


                                    >500 mill. Users (but
                                     moderate usage per user)
                                    Great usability and systems.
                                    Great Circles and Hangouts
                                     features.
                                    Deeply integrated with other
                                     Google services
                                    However: there is already a
                                     predominant social
                                     networking site and it is hard
                                     for people to spend time in
                                     changing to another social
                                     networking site. People tend
                                     to use one service, and is
                                     reluctant to change unless
                                     there is a huge difference
                                     between services, which is
                                     not the case.
Sina Weibo
#1 social microblogging website in China




                                            Launched in 2009
                                            >370 mill. Users
                                            Huge engagement, 30th
                                             website in the World by
                                             traffic (Alexa)
                                            Celebrity accounts
Mixi
#1 social networking website in Japan




                                         ~25 mill. Users
                                         30% from mobile
                                         Revenues: mostly
                                          advertisement
Gree
The most profitable social company in Japan


                                              Yoshikazu Tanaka




                                               Founded in 2004 by Yoshikazu Tanaka
                                               Gaming Social Networking website, and
                                                specially mobile.
                                               98% users from mobile.
                                               Most of revenue coming from virtual
                                                goods.
CyWorld
#1 Social Networking website in South Korea




                                               ~20 mill. Users.
                                               Owned by SK main telecom company.
                                               Pioneers in virtual currency: Dotori.
                                               ~80% revenues from virtual goods.
                                               Failed to enter in the US and Europe.
What is a social graph?

   Social graph: “the
   global mapping of
   everybody and how
   they're related”
   (Wikipedia)


   Sociograms: “graphic
   representation
   of social links that a
   person has” (Wikipedia)



Source: http://en.wikipedia.org/wiki/Social_graph , http://en.wikipedia.org/wiki/Sociogram
A Facebook’s sociogram example




Source: Facebook Inc. Paul Butler
Sociogram by Networks (Top 250 friends)
Another Facebook example




Source: Touch Graph
Facebook API, Open graph

                                                          • Facebook offers the ability
                                                            to access to the user’s
                                                            social graph if she gave
                                                            access to us.
                                                          • Brands should understand
                                                            the graph’s possibilities
                                                            and should work out ways
                                                            to build social way of
                                                            promoting their brands.
                                                          • Examples:
                                                               • Spotify
                                                               • Netflix
                                                               • NYT




Source: https://developers.facebook.com/docs/opengraph/
…and the first social graph




                               Social graph: “the
                               global mapping of
                              everybody and how
                                they're related”
                                  (Wikipedia)
Web 2.0 is not only SNS: Social Media Ecosystem




                                Nobody owns the
Source: Luma Partners
                                   ecosystem
5 attitudes regarding the social media ecosystem
              Ignore                                 Complement
                                                                  [Hi-Tech]



                                                                         [Content]




  Combat                                                  Copy




                                Minimum presence
                                    (most brands)

                                                    Pasive  Reactive  Proactive
Source: 11 Goals & Associates
In Social Media, the medium is the people
              Audience




•   Message
•   Image                                                               Real
•   Video                                                              impact
•   Emotion
•   Poll
•   …
                         Social Ecosystem




                                            Community Marketing/Management:
                                              Audience knowledge:
                                                  •Experience
                                                  •Analytics (Tests)
                                              Social Ecosystem knowledge
A powerful presence in SNS helps Obama to…
Movilize                                            Strike




Know
                        Inform             Defend




           …without intermediaries, faster, and to a broader audience
Agenda




          Tourism is social by nature
          Web 2.0
          Social media advertising
          Community Marketing
          Building an effective online community
Facebook ads format




                      o Picture
                      o Text
                      o Social
EXAMPLE
Create a Facebook Ad: Segmenting




                               o Facebook allows to find your
                                 target group based on
                                 demographics and interest.
                               o Example: 1,860 women liking Real
                                 Madrid C.F, engaged, living less
                                 than 50 miles from Madrid and
                                 speaking Spanish.
EXAMPLE
Create a Facebook Ad: Ad auction




                               o Similar auction system like
                                 Google’s, but one can choose CPM
                                 or CPC (in our notation PPI or PPC)
Contextual Vs Social Advertising



  Focus on “Keywords”.                                 Focus on “Target Segment”.

  Unknown user.                                        Known user: We know who he is and what he likes.

  Active user: He know what he wants because he is     Passive user.
  searching for it or mentioning it in his emails.

  “one time” user.                                     “continuously contacted/relationship” user.

  PPI                                                  PPI/PPC

  RECOMMENDED FOR:                                     RECOMEMNED FOR:

  •“Direct response” from customers who have           •“Direct response” from customers who have NOT
  explicitly expressed a need (“Close the sale,        explicitly expressed a need (“Activate a subjacent
  message in the right moment, at the right time.”).   need.”).
                                                       •“First contact” with potential customers of slow-
                                                       selling products (“Establish a productive
           So far Google Ads have proven               relationship.”).
          to be more profitable. Facebook              •“Brand image” campaigns.
              platform still fine-tuning.
Agenda




          Tourism is social by nature
          Web 2.0
          Social media advertising
          Community Marketing
          Building an effective online community
World’s best brands according to Interbrand




Source: “Best Global Brands 2012”, Interbrand
World’s best brands according to me




Source: Me                 61
Customers trust each other, not the brand!

   76% of American consumers believe companies don’t tell the truth in
   advertising -Yankelovich (2005)

   60% have a much more negative opinion of marketing & advertising than a few
   years ago - Yankelovich (2004)

   78% say consumer recommendations are the most credible form of advertising
   - Nielsen (2007)

   83% say online evaluations and reviews influence their purchasing decisions -
   Opinion Research Corporation (2008)

   84% trust user reviews more than critics’ reviews - MarketingSherpa (2007)

   Trust in “person like me” tripled to 68% from 2004-2006 – biggest influencer to
   consumers - Edelman Trust Barometer (2006, 2007)



Source: Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews, by Molecular Inc.
What form of advertising do consumers trust?
    Recommendations from people I know                                                                    92%
          Consumer opinions posted online                                                       70%
Editorial content such as newspaper articles                                              58%
                           Branded Websites                                               58%
                       Emails I signed up for                                       50%               28.000 Internet users in
                                   Ads on TV                                   47%                         56 countries
                         Brand sponsorships                                    47%
                           Ads in magazines                                    47%
   Billboards and other outdoor advertising                                    47%
                          Ads in newspapers                                    46%
                                                                                                “Recommendations from
                                Ads on radio                                  42%
                                                                                                people I know” is, by far,
                          Ads before movies                                41%                  the most trusted form of
           TV program product placements                                  40%                   marketing
        Ads served in search engine results                               40%
                            Online video ads                           36%
                                                                                                However, “Ads on social
                     Ads on social networks                            36%
                                                                                                networks” not really
                          Online banner ads                          33%                        trusted
              Display ads on mobile devices                          33%
                 Text ads on mobile phones                         29%

Source: Nielsen, Global Trust in advertising and Brand Messages, Abril 2012
“Marketing is dead”
Harvard Business Review – 9 Aug 2012


Traditional marketing — including advertising, public relations, branding and
 corporate communications — is dead. Many people in traditional marketing roles
 and organizations may not realize they're operating within a dead paradigm. But
 they are. The evidence is clear.

Buyers are checking out product and service information in their own way, often
 through the Internet, and often from sources outside the firm such as word-of-
 mouth or customer reviews.

Actually, we already know in great detail what the new model of marketing will look
 like. It's already in place in a number of organizations. Here are its critical pieces:
     Restore community marketing
     Find your customer influencers
     Help them build social capital
     Get your customer advocates involved in the solution you provide.
                                                                 Most read article in Aug 2012

Source: http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html
3-SLIDE SUMMARY

Community Marketing used to be this…




Picture: http://es.wikipedia.org/wiki/Archivo:Ultramarinos-.jpg
3-SLIDE SUMMARY

…that in order to get scale was denaturalized by this…
3-SLIDE SUMMARY

…until this came along and allowed scale and direct
contact simultaneously
Web 2.0 and Community Marketing in football

                             0FFLINE                        WEB 1.0                 WEB 2.0
                            (CIRCULATION)                   (DAILY REACH %)        (FANS/FOLLOWERS)




                    Marca: 244.456 /day                                       Facebook/Twitter (mill.)
                    Diario As: 198.758/day                                    Marca: 0,65/0,91
                    Real Madrid: ~0                                           Diario As: 0,28/0,41
                                                                              Real Madrid: 31,8/6,8



                    MD: 95.907 /day                                           Facebook/Twitter (mill.)
                    Sport: 91.753/day                                         MD: 0,18/0,64
                    FC Barcelona: ~0                                          Sport: 0,23/0,22
                                                                              FC Barcelona: 35,3/12,4




Web 2.0 allow football clubs –better than ever before- to be in touch directly with their fanbase


Source: OJD (2011), Alexa.com, Facebook Inc. Twitter Inc.
The value of Community Marketing
                                                                                    Real Madrid: estimated equivalent
                                                                                     advertising value of its Facebook
                                                                                   page: EUR 30 mill./month (Apr 2011)




Source: IAB Spain, Ontwice, http://www.slideshare.net/IAB_Spain/liga-de-ftbol-profesional-en-redes-sociales
Agenda




          Tourism is social by nature
          Web 2.0
          Social media advertising
          Community Marketing
          Building an effective online community
Do we need a [great] brand to create a [great] online
community?
                                          Online community
                                Failure                      Success




                Strong



   Brand


           Weak or
        non-existent


                                                                        No
                                                      Common interest
Source: 11 Goals & Associates
Do we need brand’s leadership to create a great
online community?
Facebook fans ranking                                        Facebook engagement ranking
27 Nov 2011                                                  14 Nov 2011




                            No

                                         Motivated leaders

Source: PageData.com y AllFacebook.com
From a person to the online community
         People                             Community                             Online community




                         Common
                          interest                                   Online




 • An online community is a group of people that interact and communicate online around a topic of interest.
   Internet allows those interactions to be real-time, effective, and free (as in free speech).

 • Due to members being scattered around the world, most of those communities would not be possible if online
   means did not exist. Many of those communities go directly to being an online community without being
   previously an offline community.

 • More and more communities are shifting online, with or without the brand’s leadership.
The most important learning about managing [online]
communities




                    “Robust communities are built not on
                      brand reputation but on a deep
                     understanding of members’ lives.”




Source: “Getting Brand Communities Right”, Harvard Business Review, April 2009.
ILLUSTRATIVE EXAMPLES
Community segmentation
                        Soccer Club           Country’s tourism board



                                         @1


                                                 Former        Potential
                                                 visitors       visitors
      Team Supporters
                                               Other gov
                                                entities
                                                           Country       Tourist
                                              Employees                 industry
                                         @2                citizens
              Football fans




                        General public
                                               Interests?
                                              Motivations?
                                                 Roles?

Source: 11 Goals & Associates
Interests and role of each subgrup within the community

  Subgroup                      Interests               Rol
  1                              …                      …
                                 …

  2                              …                      …
                                 …

  3                              …                      …
                                 …

  …                              …                      …
                                 …


                                              Key question: Does it
                                            make sense as a system?
                                            How can the brand close
                                             any gap in the system?
Source: 11 Goals & Associates
EXAMPLE
Community member roles

 • Core participants                              • Needlers
 • Readers/Lurkers                                • Newbies or NewBees
 • Dominators                                     • PollyAnnas
 • Linkers, weavers and                           • Spammers
   pollinators                                    • "Black and White" Folks
 • Flamers                                        • "Shades of Grey" Folks
 • Actors and Characters                          • Untouchable Elders
 • Energy Creatures
 • Defenders
    Full description: http://www.fullcirc.com/community/memberroles.htm

                                                         Figure out your
                                                        community roles
Women rule on Social Networks
Subtitle




                                       Some studies indicate that
                                      women are able to socialize
                                      better in social networks like
                                     Facebook. Women are able to
                                      maintain more relationships
                                    online, interact more, and when
                                      they share a content, it is on
                                    average more popular than if the
                                     content was shared by a man.



Source: comScore, Inside Facebook
Three forms of Community Affiliation
                                            “Pools”                         “Web”                           “Hub”




                                      • People have strong          • People have strong one-       • People have strong
                                        associations with a           to-one relationships            connections to a
                                        shared activity or goal,      with others who have            central figure and
     Description                        or shared values, and         similar or                      weaker associations
                                        loose associations with       complementary needs.            with one another.
                                        one another.

                                      • Apple enthusiasts.          • Cancer patients and           • Oprah Winfrey.
     Examples                         • Political party               relatives.                    • Hannah Montana.
                                        members.                    • Apple enthusiasts (too)       • Apple enthusiasts (too)


      RRSS


                                                                        Most frequent type              Preferred by brands


Source: “Getting Brand Communities Right”, Harvard Business Review, Abril 2009, 11 Goals & Associates
Building up an coherent social media community

                                      ANALYTICS (SOCIAL BALANCED SCORECARD)




         STRATEGY               ORGANIZATION                 SERVICES               MARKETING
        ONLINE & SOCIAL MEDIA    INTERNAL & EXTERNAL     FOR COMMUNITY MANAGEMENT   SOCIAL & GENERAL




                            COMMUNITY ENGINEERING                                   SOCIAL MKT



• The “community engineering” stages are key to build a truly brand community on social
  networks and to achieve a high level of social capital.
• Without a good community engineering (and social capital) campaigns simply do not work.
• Currently most brands think of social media as another ad place, and get easily disappointed
  because they did not work enough the community before beginning to extract value from it.

Source: 11 Goals & Associates
How is Social Media organized in your company?




Source: Altimeter Group
Myths and realities about managing communities                                                        SUMMARY



 Myth                                                                 Reality
 1. A brand community is a marketing                                  1. A brand community is a business
    Strategy.                                                            strategy.
 2. A brand community exists to serve                                 2. A brand community exists to serve
    the business.                                                        the people in it.
 3. Build the brand, and the                                          3. Engineer the community, and the
    community will follow                                                brand will be strong.
 4. Brand communities should be                                       4. Smart companies embrace the
    lovefests for faithful brand                                         conflicts that make communities
    advocates.                                                           thrive.
 5. Opinion leaders build strong                                      5. Communities are strongest when
    communities.                                                         everyone plays a role.
 6. Online social networks are the key                                6. Online networks are just one tool,
    to a community strategy.                                             not a community strategy.
 7. Successful brand communities are                                  7. Of and by the people, communities
    tightly managed and controlled.                                      defy managerial control.


Source: “Getting Brand Communities Right”, Harvard Business Review, April 2009.
Priorities when developing the community

                                                    LONG TERM

                                                    • ….
                                                    • ….
                                MEDIUM TERM
                                                    • ….
                                • ….
                                • ….
   SHORT TERM
                                • ….
    • ….
    • …..
    • ….




                                          More        Revenues + keep
                More Fans              Engagement        fans and
                                                        engagement


Source: 11 Goals & Associates
Today’s main takeaways
Page 1 of 3
 ¶ 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.
Today’s main takeaways
Page 2 of 3
 ¶ 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.
Today’s main takeaways
Page 3 of 3
 ¶ Some Marketers (even “traditional” ones) believe that “Marketing is dead”, at least in
   its current form. They believe brands should turn their eyes into the “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.
Thanks
        Francisco Hernández
francisco_hernandez@11goals.com

       www.11goals.com

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Creating a social media strategy for a tourism business | Block 2: Social Tourism

  • 1. Creating a social media strategy for a tourism business Block 2: Social Tourism International Master in Hospitality and Tourism Management January 9th, 2013 Francisco Hernández fran.me This document has been produced by 11 Goals & Associates. It is not complete unless supported by the underlying detailed analyses and oral presentation.
  • 2. 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
  • 3. Seminar’s agenda 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) How do I make money in Internet? (Block 3) How can I market my business in Internet? (Blocks 1 and 2)
  • 4. Summary of block 1 REMINDER  Online advertising  Affiliate programs  Referral marketing  Email marketing  SEO  Content marketing  Online public relations Social marketing  Fake marketing Block 1 presentation
  • 5. Quote of the block “A child of five would understand this. Send someone to fetch a child of five.” Groucho Marx
  • 6. Agenda  Tourism is social by nature  Web 2.0  Social media advertising  Community Marketing  Building an effective online community
  • 8. Displaying where we have been… Our parents Our children (& ourselves)
  • 9. Knowing how people live in touristic destinations • 9 out of 10 Egyptians and Tunisians asked in a poll said they used Facebook to organize protests and spread awareness
  • 10. Most voted comment at a Foursquare’s tapas bar checkin page
  • 11. My friend Federico recommending a restaurant after learning I am in the city of Santander
  • 12. Metropolitan Police in YouTube & Twitter #London2012 http://youtu.be/NfK-e7UArFQ
  • 13. KLM: App to create personilized luggage tags
  • 14. Preparing my trip to Venice 1/5: I first met Alejandro at a dinner and we connect as friends in Facebook. After dinner, I complitely forgot he lived in Venice. So many things in my head, why should I? Life goes on…
  • 15. Preparing my trip to Venice 2/5: Few weeks later I had to prepare a trip to Venice and I search in the Internet. I “Like” some pages about bridges in Venice. Of course Alejandro was not top pf my mind. I did not remember he lived in venice!
  • 16. Preparing my trip to Venice 3/5: Facebook’s algorithm detects my interest in “Venice” and next day Alejandro is showen in my wall.
  • 17. Preparing my trip to Venice 4/5: Snooping in his wall I discover he talks about “Casa de Uscoli”.
  • 18. Preparing my trip to Venice 5/5: I looked up Casa de Uscoli in TripAdvisor. My TripAdvisor account is linked to my Facebook account. 96 reviews but only one matters to me, Jesus’… http://www.tripadvisor.es/Hotel_Review-g187870-d318151-Reviews-Casa_de_Uscoli-Venice_Veneto.html
  • 19. How do we play? Offline, Social 5.7 mill. daily users “Transactionalization” Online, Social Online, Non-Social “Re-Socialization” Source: App Data
  • 20. ILLUSTRATIVE EXAMPLES The path to social+online Non Social Social ¿? SOCIAL TECHNOLOGIES Online (Social relevance / real identities) & ¿? INNOVATION Each segment has its own INFORMATION TECHNOLOGIES way and pace to be online TV and social Gaming Offline Travelling Electronics Supermarket Shopping Shopping Source: 11 Goals & Associates
  • 21. Inertia in the application of new technologies Radio as newspaper… TV as radio… It always takes time to adapt to new technologies Web 1.0 as newspaper… Web 2.0 as Web 1.0… We expect years developing applications of current and future social technologies Source: 11 Goals & Associates
  • 22. Agenda  Tourism is social by nature  Web 2.0  Social media advertising  Community Marketing  Building an effective online community
  • 23. Definition of web 2.0 “Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually- updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.” Tim O’Reilly (October 2005) Source: O’Reilly Radar: http://radar.oreilly.com/2005/10/web-20-compact-definition.html
  • 24. Evolution towards web 2.0 “Social” “Catalog” “Search” “Web 2.0” (www) (Google) (Facebook)
  • 25. Social media is a reality, a sound reality  In October 2011 (latest comScore’s global report), there were 1,200 million people on social networks, a 82.4% of World’s online population.  In Europe, 28% of navigation time happens on social networks (~7 hours/month).  98% of Spaniards interact with Social Networks.  Digital natives (<25 year-old) spend on SNS 8 times what they spend on email.  Largest IPO in history (Facebook, 2012). Facebook’s market cap (USD 63.8 b) is larger than Ford’s (USD 51.2 b), BBVA’s (USD 53.2 b), Telefonica’s (USD 62.6 b), etc. [Jan 7th, 2013] Source: comScore, Bloomberg
  • 26. Our growing circle of trust From “Me” to “Social” … Me Mom Dad Enrique … Miguel Carmen Esther … … Arturo Gonza Miguel • One of our most valuable assets is the trustworthiness system we are continuously building up during our lives. It helps us to take decisions • Social media phenomenon succeeded because of this translated into online Source: 11 Goals & Associates
  • 27. How do we use our circle of trust? Extract value We rely on people we know to: from the circle • Get informed. • Make decisions. Yo Mamá Papá Enrique We use our experiences to: Miguel Tomás Esther • Increase our Goodwill • Arturo Rafael Identify ourselves. Miquel Julio … • Self-express ourselves. • Self-realise • Socialize around an excuse Nourish and for conversation extend the circle 26
  • 28. What’s a social networking service? SNS: “online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, who, for example, share interests and/or activities” (Wikipedia) ~85% of online population use SNS There are discrepancies about which services are really a SNS and which ones are not Source: http://en.wikipedia.org/wiki/Social_networking_service
  • 30. The first online social network… Social networking service: “online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, who, for example, share interests and/or activities” (Wikipedia) Photo: http://www.flickr.com/photos/ajc1/3367295141/
  • 31. World map of Social Networks June 2009 Source: vincos.it
  • 32. World map of Social Networks June 2012 The World Facebookised (1000 mill. Active users) Source: vincos.it
  • 33. Facebook #1 international social networking website  Friends networking + Brand communities  >1,000 mill. active users  Grew concentrically: Ivy league universities -> universities -> high schools -> open  Open Graph  Facebook connect + API  Social gaming  Great content segmentation tools  Social advertising  Moving fast towards Mobile
  • 34. OCTOBER ‘12 International Facebook presence XX,X XX% X,X% Users (mill.) | Penetration (%) | 3-month growth (%) EEUU 167,6 54% 7,6% Brasil 60,7 30% 13,1% India 60,5 5% 17,8% Indonesia 50,5 21% 14,9% México 39,4 35% 8,4% Reino Unido 33,2 53% 9,2% Turquía 31,4 40% 2,2% Filipinas 29,9 30% 4,3% Francia 25,3 39% 4,7% Alemania 25,0 30% 4,9% Italia 22,8 39% 5,1% Argentina 20,4 49% 5,2% Canadá 18,6 55% 7,7% Tailandia 17,5 26% 11,7% Colombia 17,5 39% 2,9% España 17,3 37% 8,3% Japón 16,4 13% 61,0% Malasia 13,2 50% 5,8% Taiwan 13,1 57% 5,2% Australia 11,7 55% 6,7% Source: Social Backers, Facebook Inc, INE
  • 35. Motivations for sharing To bring valuable and entertaining content to others To get the word To define ourselves out about causes or brands 5 key motives to others for sharing To grow and nourish Self-fulfillment our relationships Source: “The Psycology of Sharing: Why do people share online?”, The New York Times’s Customer Insight Group
  • 36. Most popular Facebook pages January 2013 # fans # fans Source: Page Data http://pagedata.appdata.com/pages/leaderboard
  • 37. Most popular Facebook apps January 2013 Source: App Data http://www.appdata.com/leaderboard/apps
  • 38. Tencent - QZone China’s largest social networking service(s)  ~600 mill. users  Part of Tencent Holdings, a diversified Chinese Internet company which became popular thanks to QQ messenger.  Unlike Microsoft, Tencent was able to turn a messenger tool into a successful, real social networking website.  Tencent is the third (after Google and Amazon) largest Internet company in the World by Market capitalization (USD 42 bill.)  Revenues (2011): ~3 bill. /yr (less than 15% from advertising)
  • 39. Twitter #1 Microblogging site  It is more a microblogging tool rather than a social networking site.  >500 mill. users  Works better for 1-to- many communication
  • 40. Real activity in SNS. Facebook rules. Facebook world’s time share: •75% (SNS) •14% (Internet) Source: comScore
  • 41. Google Plus Latest SNS by the Google factory  >500 mill. Users (but moderate usage per user)  Great usability and systems.  Great Circles and Hangouts features.  Deeply integrated with other Google services  However: there is already a predominant social networking site and it is hard for people to spend time in changing to another social networking site. People tend to use one service, and is reluctant to change unless there is a huge difference between services, which is not the case.
  • 42. Sina Weibo #1 social microblogging website in China  Launched in 2009  >370 mill. Users  Huge engagement, 30th website in the World by traffic (Alexa)  Celebrity accounts
  • 43. Mixi #1 social networking website in Japan  ~25 mill. Users  30% from mobile  Revenues: mostly advertisement
  • 44. Gree The most profitable social company in Japan Yoshikazu Tanaka  Founded in 2004 by Yoshikazu Tanaka  Gaming Social Networking website, and specially mobile.  98% users from mobile.  Most of revenue coming from virtual goods.
  • 45. CyWorld #1 Social Networking website in South Korea  ~20 mill. Users.  Owned by SK main telecom company.  Pioneers in virtual currency: Dotori.  ~80% revenues from virtual goods.  Failed to enter in the US and Europe.
  • 46. What is a social graph? Social graph: “the global mapping of everybody and how they're related” (Wikipedia) Sociograms: “graphic representation of social links that a person has” (Wikipedia) Source: http://en.wikipedia.org/wiki/Social_graph , http://en.wikipedia.org/wiki/Sociogram
  • 47. A Facebook’s sociogram example Source: Facebook Inc. Paul Butler
  • 48. Sociogram by Networks (Top 250 friends) Another Facebook example Source: Touch Graph
  • 49. Facebook API, Open graph • Facebook offers the ability to access to the user’s social graph if she gave access to us. • Brands should understand the graph’s possibilities and should work out ways to build social way of promoting their brands. • Examples: • Spotify • Netflix • NYT Source: https://developers.facebook.com/docs/opengraph/
  • 50. …and the first social graph Social graph: “the global mapping of everybody and how they're related” (Wikipedia)
  • 51. Web 2.0 is not only SNS: Social Media Ecosystem Nobody owns the Source: Luma Partners ecosystem
  • 52. 5 attitudes regarding the social media ecosystem Ignore Complement [Hi-Tech] [Content] Combat Copy Minimum presence (most brands) Pasive  Reactive  Proactive Source: 11 Goals & Associates
  • 53. In Social Media, the medium is the people Audience • Message • Image Real • Video impact • Emotion • Poll • … Social Ecosystem Community Marketing/Management: Audience knowledge: •Experience •Analytics (Tests) Social Ecosystem knowledge
  • 54. A powerful presence in SNS helps Obama to… Movilize Strike Know Inform Defend …without intermediaries, faster, and to a broader audience
  • 55. Agenda  Tourism is social by nature  Web 2.0  Social media advertising  Community Marketing  Building an effective online community
  • 56. Facebook ads format o Picture o Text o Social
  • 57. EXAMPLE Create a Facebook Ad: Segmenting o Facebook allows to find your target group based on demographics and interest. o Example: 1,860 women liking Real Madrid C.F, engaged, living less than 50 miles from Madrid and speaking Spanish.
  • 58. EXAMPLE Create a Facebook Ad: Ad auction o Similar auction system like Google’s, but one can choose CPM or CPC (in our notation PPI or PPC)
  • 59. Contextual Vs Social Advertising Focus on “Keywords”. Focus on “Target Segment”. Unknown user. Known user: We know who he is and what he likes. Active user: He know what he wants because he is Passive user. searching for it or mentioning it in his emails. “one time” user. “continuously contacted/relationship” user. PPI PPI/PPC RECOMMENDED FOR: RECOMEMNED FOR: •“Direct response” from customers who have •“Direct response” from customers who have NOT explicitly expressed a need (“Close the sale, explicitly expressed a need (“Activate a subjacent message in the right moment, at the right time.”). need.”). •“First contact” with potential customers of slow- selling products (“Establish a productive So far Google Ads have proven relationship.”). to be more profitable. Facebook •“Brand image” campaigns. platform still fine-tuning.
  • 60. Agenda  Tourism is social by nature  Web 2.0  Social media advertising  Community Marketing  Building an effective online community
  • 61. World’s best brands according to Interbrand Source: “Best Global Brands 2012”, Interbrand
  • 62. World’s best brands according to me Source: Me 61
  • 63. Customers trust each other, not the brand! 76% of American consumers believe companies don’t tell the truth in advertising -Yankelovich (2005) 60% have a much more negative opinion of marketing & advertising than a few years ago - Yankelovich (2004) 78% say consumer recommendations are the most credible form of advertising - Nielsen (2007) 83% say online evaluations and reviews influence their purchasing decisions - Opinion Research Corporation (2008) 84% trust user reviews more than critics’ reviews - MarketingSherpa (2007) Trust in “person like me” tripled to 68% from 2004-2006 – biggest influencer to consumers - Edelman Trust Barometer (2006, 2007) Source: Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews, by Molecular Inc.
  • 64. What form of advertising do consumers trust? Recommendations from people I know 92% Consumer opinions posted online 70% Editorial content such as newspaper articles 58% Branded Websites 58% Emails I signed up for 50% 28.000 Internet users in Ads on TV 47% 56 countries Brand sponsorships 47% Ads in magazines 47% Billboards and other outdoor advertising 47% Ads in newspapers 46% “Recommendations from Ads on radio 42% people I know” is, by far, Ads before movies 41% the most trusted form of TV program product placements 40% marketing Ads served in search engine results 40% Online video ads 36% However, “Ads on social Ads on social networks 36% networks” not really Online banner ads 33% trusted Display ads on mobile devices 33% Text ads on mobile phones 29% Source: Nielsen, Global Trust in advertising and Brand Messages, Abril 2012
  • 65. “Marketing is dead” Harvard Business Review – 9 Aug 2012 Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of- mouth or customer reviews. Actually, we already know in great detail what the new model of marketing will look like. It's already in place in a number of organizations. Here are its critical pieces:  Restore community marketing  Find your customer influencers  Help them build social capital  Get your customer advocates involved in the solution you provide. Most read article in Aug 2012 Source: http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html
  • 66. 3-SLIDE SUMMARY Community Marketing used to be this… Picture: http://es.wikipedia.org/wiki/Archivo:Ultramarinos-.jpg
  • 67. 3-SLIDE SUMMARY …that in order to get scale was denaturalized by this…
  • 68. 3-SLIDE SUMMARY …until this came along and allowed scale and direct contact simultaneously
  • 69. Web 2.0 and Community Marketing in football 0FFLINE WEB 1.0 WEB 2.0 (CIRCULATION) (DAILY REACH %) (FANS/FOLLOWERS) Marca: 244.456 /day Facebook/Twitter (mill.) Diario As: 198.758/day Marca: 0,65/0,91 Real Madrid: ~0 Diario As: 0,28/0,41 Real Madrid: 31,8/6,8 MD: 95.907 /day Facebook/Twitter (mill.) Sport: 91.753/day MD: 0,18/0,64 FC Barcelona: ~0 Sport: 0,23/0,22 FC Barcelona: 35,3/12,4 Web 2.0 allow football clubs –better than ever before- to be in touch directly with their fanbase Source: OJD (2011), Alexa.com, Facebook Inc. Twitter Inc.
  • 70. The value of Community Marketing Real Madrid: estimated equivalent advertising value of its Facebook page: EUR 30 mill./month (Apr 2011) Source: IAB Spain, Ontwice, http://www.slideshare.net/IAB_Spain/liga-de-ftbol-profesional-en-redes-sociales
  • 71. Agenda  Tourism is social by nature  Web 2.0  Social media advertising  Community Marketing  Building an effective online community
  • 72. Do we need a [great] brand to create a [great] online community? Online community Failure Success Strong Brand Weak or non-existent No Common interest Source: 11 Goals & Associates
  • 73. Do we need brand’s leadership to create a great online community? Facebook fans ranking Facebook engagement ranking 27 Nov 2011 14 Nov 2011 No Motivated leaders Source: PageData.com y AllFacebook.com
  • 74. From a person to the online community People Community Online community Common interest Online • An online community is a group of people that interact and communicate online around a topic of interest. Internet allows those interactions to be real-time, effective, and free (as in free speech). • Due to members being scattered around the world, most of those communities would not be possible if online means did not exist. Many of those communities go directly to being an online community without being previously an offline community. • More and more communities are shifting online, with or without the brand’s leadership.
  • 75. The most important learning about managing [online] communities “Robust communities are built not on brand reputation but on a deep understanding of members’ lives.” Source: “Getting Brand Communities Right”, Harvard Business Review, April 2009.
  • 76. ILLUSTRATIVE EXAMPLES Community segmentation Soccer Club Country’s tourism board @1 Former Potential visitors visitors Team Supporters Other gov entities Country Tourist Employees industry @2 citizens Football fans General public Interests? Motivations? Roles? Source: 11 Goals & Associates
  • 77. Interests and role of each subgrup within the community Subgroup Interests Rol 1  …  …  … 2  …  …  … 3  …  …  … …  …  …  … Key question: Does it make sense as a system? How can the brand close any gap in the system? Source: 11 Goals & Associates
  • 78. EXAMPLE Community member roles • Core participants • Needlers • Readers/Lurkers • Newbies or NewBees • Dominators • PollyAnnas • Linkers, weavers and • Spammers pollinators • "Black and White" Folks • Flamers • "Shades of Grey" Folks • Actors and Characters • Untouchable Elders • Energy Creatures • Defenders Full description: http://www.fullcirc.com/community/memberroles.htm Figure out your community roles
  • 79. Women rule on Social Networks Subtitle Some studies indicate that women are able to socialize better in social networks like Facebook. Women are able to maintain more relationships online, interact more, and when they share a content, it is on average more popular than if the content was shared by a man. Source: comScore, Inside Facebook
  • 80. Three forms of Community Affiliation “Pools” “Web” “Hub” • People have strong • People have strong one- • People have strong associations with a to-one relationships connections to a shared activity or goal, with others who have central figure and Description or shared values, and similar or weaker associations loose associations with complementary needs. with one another. one another. • Apple enthusiasts. • Cancer patients and • Oprah Winfrey. Examples • Political party relatives. • Hannah Montana. members. • Apple enthusiasts (too) • Apple enthusiasts (too) RRSS Most frequent type Preferred by brands Source: “Getting Brand Communities Right”, Harvard Business Review, Abril 2009, 11 Goals & Associates
  • 81. Building up an coherent social media community ANALYTICS (SOCIAL BALANCED SCORECARD) STRATEGY ORGANIZATION SERVICES MARKETING ONLINE & SOCIAL MEDIA INTERNAL & EXTERNAL FOR COMMUNITY MANAGEMENT SOCIAL & GENERAL COMMUNITY ENGINEERING SOCIAL MKT • The “community engineering” stages are key to build a truly brand community on social networks and to achieve a high level of social capital. • Without a good community engineering (and social capital) campaigns simply do not work. • Currently most brands think of social media as another ad place, and get easily disappointed because they did not work enough the community before beginning to extract value from it. Source: 11 Goals & Associates
  • 82. How is Social Media organized in your company? Source: Altimeter Group
  • 83. Myths and realities about managing communities SUMMARY Myth Reality 1. A brand community is a marketing 1. A brand community is a business Strategy. strategy. 2. A brand community exists to serve 2. A brand community exists to serve the business. the people in it. 3. Build the brand, and the 3. Engineer the community, and the community will follow brand will be strong. 4. Brand communities should be 4. Smart companies embrace the lovefests for faithful brand conflicts that make communities advocates. thrive. 5. Opinion leaders build strong 5. Communities are strongest when communities. everyone plays a role. 6. Online social networks are the key 6. Online networks are just one tool, to a community strategy. not a community strategy. 7. Successful brand communities are 7. Of and by the people, communities tightly managed and controlled. defy managerial control. Source: “Getting Brand Communities Right”, Harvard Business Review, April 2009.
  • 84. Priorities when developing the community LONG TERM • …. • …. MEDIUM TERM • …. • …. • …. SHORT TERM • …. • …. • ….. • …. More Revenues + keep More Fans Engagement fans and engagement Source: 11 Goals & Associates
  • 85. Today’s main takeaways Page 1 of 3 ¶ 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.
  • 86. Today’s main takeaways Page 2 of 3 ¶ 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.
  • 87. Today’s main takeaways Page 3 of 3 ¶ Some Marketers (even “traditional” ones) believe that “Marketing is dead”, at least in its current form. They believe brands should turn their eyes into the “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.
  • 88. Thanks Francisco Hernández francisco_hernandez@11goals.com www.11goals.com