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(Microsoft Powerpoint Con il patrocinio di Assessorato Turismo e Commercio WEBBING Emilia-Romagna AZIONE 2 Benchmarking di casi di successo di PMI turistiche nel social web Bologna 30 novembre 2010 Indice Emilia-Romagna Il progetto Webbing Emilia-Romagna AZIONE 2 - Benchmarking di casi di successo di PMI turistiche nel social web Come abbiamo individuato i casi di successo I 20 casi di successo analizzati Identità degli intervistati Risultati a) Carta d’identità dei 20 casi di successo Caratteristiche principali della struttura Analisi dell’architettura informativa del sito web e degli strumenti di interazione adottati Perché l’abbiamo scelta come caso di successo? Evidenze b) Strategia di interazione 2.0 Il rapporto delle aziende con Social media e web 2.0 Strategie sui social media Dal “comunicare” al “conversare” Un approccio sistemico Chi si occupa delle web 2.0 in azienda Due elementi di criticità 1. Il “fattore tempo”, alias il fattore “competenze” 2. La difficoltà a misurare risultati dell’investimento Quadri sinottici social network (Facebook e Twitter) Corporate blog Approfondimenti sui corporate blog c. Interazione con siti di recensione turistica Opinioni sui siti di informazione turistica Come vengono gestite le recensioni d. strategia commerciale Booking online e OLTA Risultati dalle vendite sul web Che cosa ci riserva il futuro Team della ricerca 2 (c) Studio Giaccardi & Associati - Consulenti di Direzione Il progetto Webbing Emilia-Romagna Emilia-Romagna Finalità strategica Contribuire ad aumentare l’incoming turistico utilizzando la forza della rete e la leva del web Obiettivi di progetto individuare e analizzare in modo comparato le pratiche turistiche a livello europeo più efficaci di e-commerce e info-commerce istituzionali e aziendali emulare, trasferire ed evolvere modelli e metodologie di web marketing basate sulle conversazioni online a vantaggio del sistema turistico regionale fornire indicazioni strategiche e operative a vantaggio di Unioncamere e del sistema turistico ricettivo. Azioni: 1. Benchmarking a livello europeo su portali istituzionali turistici Analisi delle strategie e dei portali web scelti per l’info- commerce e l’e-commerce 2. Benchmarking di casi di successo di PMI turistiche nel social web Siamo qui! 3 (c) Studio Giaccardi & Associati - Consulenti di Direzione AZIONE 2 Benchmarking di casi di successo Emilia-Romagna di PMI turistiche nel social web Obiettivo tecnico 20 Studiare un campione qualitativo di 20 operatori del ricettivo (PMI turistiche), selezionati in Italia Pmi turistiche e in ambito europeo, che hanno adottato strategie di comunicazione ed e-commerce basate su social media e web 2.0. Realizzazione Analisi di 20 siti Metodologia di indagine 11 interviste Individuazione dei requisiti del campione Ricerca e selezione di un campione qualitativo di 20 operatori turistici del ricettivo Analisi di desk sui siti web e i profili social degli operatori selezionati Progetto e realizzazione questionario di indagine Interviste di approfondimento Classificazione ed elaborazione dati Redazione rapporto di ricerca 4 (c) Studio Giaccardi & Associati - Consulenti di Direzione Come abbiamo individuato i casi di successo Emilia-Romagna 5 criteri di selezione 1. Area di indagine gli stessi paesi (e regioni) in cui è stata condotta l’Azione 1 “Benchmark sui portali turistici istituzionali” Italia (Emilia-Romagna, Liguria, Toscana, Trentino, Veneto), Austria (Carinzia), Croazia, Danimarca, Francia (Bretagna, Normandia, PACA), Germania (North Rhein Westfalia), Grecia, Portogallo (Algarve), Spagna (Andalusia, Catalogna, Valencia), Svezia, Svizzera, UK (Cornovaglia, South East England) 2. Piccole e Medie Imprese del ricettivo che hanno adottato sul web strategie, metodologie e strumenti web 2.0 per ascoltare, dialogare e interagire con i clienti online, ad esempio: Apertura di profili su social network (Facebook, Twitter, Flickr, Youtube, etc.) Apertura e gestione di un corporate blog Spazio interno al sito web per il commento e le opinioni degli utenti Newsletter Feed RSS Community/Forum/Club Etc. 3. Imprese che hanno un buon gradimento sui siti di recensioni turistiche come TripAdvisor, Expedia, etc. o che sono segnalati su guide turistiche e portali/reti di promozione 4. Imprese che hanno integrato la loro strategia commerciale con il web e tendono a un modello di business basato sulla disintermediazione booking online interno, presenza su OLTA - Online Travel Agencies e su altri portali di promozione e vendita 5. Imprese indicate come esempi di successo da opinion leader della blogosfera relativamente alle strategie di info-commerce ed e-commerce 5 (c) Studio Giaccardi & Associati - Consulenti di Direzione I 20 casi di successo analizzati Emilia-Romagna Paese Regione Nome struttura Sito web Ha partecipato Se no, perché? anche all’intervista di approfondimento? Italia Liguria Grand Hotel Diana Majestic www.dianamajestic.com SI Liguria Loano2Village www.loano2village.it SI Toscana Palazzo Ravizza www.palazzoravizza.it SI Toscana Hotel Lacona www.hotellacona.it SI Trentino Pineta Hotels www.pinetahotels.it SI Veneto Ca’ Nigra Lagoon Resort www.hotelcanigra.com NO Mancanza di tempo Spagna Catalogna Nunez i Navarro Hotels www.nnhotels.com NO Nessuna risposta dalla direzione Com. Valenciana Casa Rural Villa Florencia www.villa-florencia.es SI Andalucia Hotel Casa 1800 www.hotelcasa1800.com SI Baleari Artiemhotels www.artiemhotels.com NO Nessuna risposta dalla direzione Portogallo Algarve Hotel Holiday Inn Algarve www.hialgarve.com SI Francia PACA Hi Hotel www.hi-hotel.net NO Nessuna risposta dalla direzione Île-de-France Hotel Le Meurice www.lemeurice.com NO Nessun interesse UK Cornovaglia Watergate Bay www.watergatebay.co.uk NO Nessun interesse Londra The Cavendish www.thecavendish-london.co.uk SI Svezia Stoccolma Hotel Skepps Holmen www.hotelskeppsholmen.com NO Impossibile parlare con il referente Danimarca Hovedstaden Hotel Avenue www.avenuehotel.dk SI Germania Rheinland-Pfalz Hotel Kloster Hornbach www.kloster-hornbach.de NO Impossibile parlare con la direzione Svizzera Canton Ticino Hotel Lugano Dante www.hotel-luganodante.com NO Non si sentivano all’altezza del ruolo Austria Carinzia Bio Hotel Daberer www.biohotel-daberer.at SI 6 (c) Studio Giaccardi & Associati - Consulenti di Direzione Le persone intervistate Emilia-Romagna Hotel/sito Nome e cognome Sesso Età Ruolo Titolo di studio Grandhotel Diana Majestic Vignone Paolo M 37 Direttore Diploma scientifico www.dianamajestic.com Hotel Loano2Village Paolo Madonia M 35 Ufficio marketing Diploma Ist. Alberghiero www.loano2village.it Studi in ccienze Politiche Hotel Palazzo Ravizza Francesco M 48 Proprietario Laurea in Giurisprudenza www.palazzoravizza.it Grottanelli Hotel & Resort Lacona Robi Veltroni M 45 Responsabile vendite, Diploma in Ragioneria www.hotellacona.it marketing e pubblicità Pineta Hotels Nicola Sicher M 34 Socio Scuola Superiore www.pinetahotels.it Hotel Casa 1800 Olga Manalich F 41 Manager School in Tourism www.hotelcasa1800.com Gandia Casa Rural Mark van Jaarsveld M 45 Proprietario Diploma superiore www.villa-florencia.es Holiday Inn Algarve Vicky Good F 53 Sales Director ND www.hialgarve.com The Cavendish London Fabricio Torres M 29 Business Development AAT Professional Training www.thecavendishlondon.com Coordinator Avenue Hotel Mai Kappenberger F 43 Direttrice EHL (École hôtelière de Lausanne) www.avenuehotel.dk Biohotel Daberer Marianne Daberer F Direttrice (hotel familiare) ND www.biohotel-daberer.at 7 (c) Studio Giaccardi & Associati - Consulenti di Direzione Con il patrocinio di Assessorato Turismo e Commercio Risultati a.Carta d’identità dei 20 casi di successo • Caratteristiche principali della struttura • Analisi dell’architettura informativa del sito web e degli strumenti di interazione adottati • Perché l’abbiamo scelta come caso di successo? Grand Hotel Diana Majestic Diano Marina (IM), Liguria, Italia - www.dianamajestic.com Emilia-Romagna Caratteristiche struttura 4 stelle Sito tradotto in 16 lingue! 86 camere Connessione Internet Wireless disponibile in tutto l'Hotel gratuitamente Ottimi giudizi su Trip Advisor, raccomandato dall’89% dei turisti Perché l’abbiamo scelta Pubblicazione sul sito di tutte le recensioni da TripAdvisor, Booking.com, Trivago, etc. e collegamento alle relative Booking online News e offerte speciali last minute pagine Profili su social network Facebook, Twitter, Flickr e YouTube Sito tradotto in 16 lingue Virtual tour Google maps Possibilità di contatto con Skype Booking online Offerte speciali e last minute Funzionalità e strumenti 2.0 Collegamento a profili social, portali di condivisione foto e video, siti di recensione turistica, Skype 9 (c) Studio Giaccardi & Associati - Consulenti di Direzione Loano2Village Emilia-Romagna Sito tradotto Savona, Liguria, Italia - www.loano2village.it in 4 lingue Booking online Funzionalità e strumenti 2.0 Collegamento a profili social e portali di condivisione foto e video Newsletter, fotogallery e news Caratteristiche struttura 4 stelle 360 camere e appartamenti, 4 ettari di terreno Formula hotel e residence Ottimi giudizi su TripAdvisor, raccomandato dal 92% dei turisti Perché l’abbiamo scelta Profili su social network Facebook, My Space, Flickr, YouTube Area “dicono di noi” con pubblicazione di alcuni commenti da News, offerte TripAdvisor e link alla relativa pagina speciali last Newsletter minute, offerte tematiche Pubblicazione di news Booking online e form online per richieste di
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