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Social media and tourism Prof Marianna Sigala

DNA of Web 2.0

Collaborative Tagging intelligence Vertical Pod - Web RSS search casting Blogs Social User searching content Meta- Media- Wikis searching to-many Mapping Social networking Social Mash-up travel

Social media functionality Web 2.0: social web = social media Web 1.0 web 2.0

• (SOCIAL) PRESENCE Information economy > Experience economy • SHARING Emotion economy • CONVERSATIONS Conversation economy • IDENTITY Important: • RELATIONSHIPS Authenticity • REPUTATION Trustworthiness • GROUPS Transparency Community Sharing Word of mouth = word of mouse

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Participation motives The AIDA impact in web 2.0 of social media Physiological – safety needs Attract the attention, eyeballs of other Internet Need for transaction users and increase traffic on a website, Need of belongingness Need of interest create Interest to users who can now seek more Need of self-esteem Need of fantasy and additional information, Need of self-presentation Need for relationship develop someone’s Desire to also visit a Cognitive needs Hagel & Armstrong (1997) – destination and/or buy the product Virtual communities Self-actualisation foster an Action (e.g. book a hotel or organise a Altruistic needs trip to a destination). Peer pressure Adopted by Maslow hierarchy of needs

Social media use

Community management Social media tools and • Support and customer service applications in tourism • Reputation management • Search engine optimisation • Communication and outreach • Advertising and awareness • Sales and lead generation • Insights and research

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Create a wiki www.wikidot.com Wikia (http://www.wikia.com); www.australiatravelwiki.com PBwiki (http://www.pbwiki.com); www.travel.wikia.com Wikispaces (http://www.wikispaces.com); Wetpaint (http://www.wetpaint.com). www.wikiasiantravel.org http://www.littlewiki.com/wiki/ www.mediawiki.org Atwiki.com Info.tikiwiki.org www.dokuwiki.org https://wikimania2014.wikimedia.org/wiki/Wikimania

Types of Blogs C2C, users’ personal blogs B2B, professional blogs B2C, corporate blogs G2C, DMOs blogs E2E, internal employee blogs for knowledge management, internal communication and training/learning

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Starwood have assembled a team of travel writers to contribute to their http://www.youmustbetrippin.com/ blog with the aim of helping Starwood Preferred Guests stay on top of the latest travel trends and build brand loyalty.

Eurostar have commissioned local Parisians to post blogs for STA Travel allow the public to browse and creating a travellers guidebook with a truly ground-roots feel. create their own travel blogs

Why to create or use a blog Monitoring Blogs ? Reputation monitoring influencing electronic word-of-mouth; gathering travellers’ feedback and responding to customers’ www.technorati.com complaints; www.feedster.com conducting an easy, free, timely and reliable market research about travellers’ preferences, feedback and profile; www.blogpulse.com communicating with current and prospective travellers in a www.bloglines.com very personal and informal way; http://blogsearch.google.com enhancing search engine optimisation: blogs are becoming very important tools affecting information search since their links, content and popularity can dictate the position of a company on a search engine search

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Motivating users to Using Vs Creating blogs ….. contribute – write content Sponsor professional bloggers to write 1. Develop a blog as a communication content tool Influence opinion leaders by financial and in 2. Link/affiliate relationships with relevant kind rewards (e.g. travel allowances, blogs - bloggers dinners etc) 3. User blogs on your site Rewards for bloggers Contests and prizes for best video-content Sponsorship of blogs

Micro-blogging Twitter.com

• of 140 characters • Do not use all 140 characters so others can add comments when RT • Use @ and # in messages • Shorten messages, e.g. bit.ly • Complement your message with a URL link

Click Tracking With URL Shorteners

When you are sharing links on services like Twitter, you should be tracking to see how many people actually click on the links that you share. URL shorteners offer analytics that show how many people are clicking on links, when they are clicking on them, and where in the world they are. URL shortening services provide an easy way to share long links by providing a short URL that redirects to the original link. This is especially important when sharing links in messages with limited character counts, such as Tweets. There are several URL shortening services: bit.ly, goo.gl, ow.ly. When selecting which URL shortener to use, consider whether or not they keep the click analytics private or not.

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Microblogging applications examples twitter can be used for….

Starbucks uses Twitter in a variety of ways. It has tweeted corrections of bogus claims, such as the rumor the firm was dropping coffee shipments to US Troops to protest the war. The firm has also run Twitter-based contests, and promoted free samples of new products, such as its VIA instant coffee line

The True Massage and Wellness Spa in San Francisco tweets when last-minute cancellations can tell customers of an opening. With Twitter, appointments remain booked solid

1. What do I know about my Twitter followers? FriendorFollow.com and Twilk.com create a picture-based mosaic of your followers, which can be used to insert into a deck or presentation. A great way to start any discussion! Male/Female breakdown of your followers, as well as their interests, to help you further target and engage with them. Twitter search tools Twtrland.com presents a Male/Female breakdown of your follower base.

2. Where are my Twitter followers from? Ads.Twitter.com creates a basic heat map indicating the top countries and cities where your followers are based, so you know if your messaging is correctly geo-targeted.

3. What part of my follower reach is really not worth following? FriendorFollow.com reports on your followers’ Twitter activity including the last day and the amount of tweets per day that each has engaged to make sure you are following active accounts. Refollow.com sorts your followers by the last time they tweeted, indicating if your followers and people you are following are an active account.

Is my messaging reaching an audience beyond my followers? How can I find people who should be following me? TweetReach.com estimates the reach and impressions of your last 50 tweets. Followerwonk.com finds and targets new people to follow by keyword if it is Ads.Twitter.com identifies which of your tweets, over the past 30 days, reached noted in their Twitter profile. It sorts this target group by influence rating, an audience that was greater than the average reach of your tweets. This number of tweets and how many people they follow. measure helps you understand which tweets are reaching the most people Tweeple.com allows you to search by any keyword in a follower’s Twitter so you can model other tweets to work harder for you profile. Tweepz.com is a simple one-line search tool that lets you search for users When is the best time to tweet, so it reaches most of my followers? based on information in their Twitter bio. The tool also filters the users by the amount of their followers. Tweriod.com analyzes your followers’ last 200 tweets to give you time when they are most active. Therefore, you are more likely to catch them online Who are the most influential people on a subject? with better scheduling. Tweetlevel.edelman.com furnishes the top 100 influencers who have recently TweetStats.com provides a tweet density graph to show when your tweets are used a particular hashtag, topic or link. hitting the largest amount of your followers Topsy.com identifies influencers by the amount of times that Twitter user mentions a particular term, keyword or hashtag.

Is my messaging reaching an influential and geo-targeted audience? How healthy was my social network today? Twitonomy.com creates a map based on where your Twitter mentions TwitterCounter.com provides your daily count of followers and unfollowers. It also provides a graph of your follower growth over the last 3 months. originated so you can see where your ‘mentioners’ are based. Ads.Twitter.com provides a daily follower and unfollower count. FriendorFollow.com ranks your followers and people you are following, by the amount of followers, to help you target the most count-based people. UseQwitter.com provides you with a weekly unfollower count and listing these accounts.

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Twitter monitoring tools http://www.twilert.com/ http://tweetdeck.com (desktop application) www.twitalyzer.com (gives you the number of people clicking on a short URLs) http://cli.gs www.scoutlabs.com www.howsociable.com www.tweetscan.com

http://www.tweetalarm.com/ Search tools for tweeter http://hashtags.com (graphical and number of topic discussion) www.happn.in (trends in cities) www.hashtweeps.com www.twitterfall.com www.monitter.com www.whatthetrend.com http://trendistic.com

Tweeter performance metrics - tools Tweeter Analytics Currently, Tweeter Analytics is only available to www.retweetist.com (number of retweets) Twitter advertisers, but there are a number of http://twittercounter.com (ranking based on followers) tools that use the Twitter API to provide http://tftratio.com (# they follow you / # you follow) analysis. www.dossy.org/twitter/karma (find people to unfollow) HootSuite’s Twitter management tools have built http://twittercounter.com (measure tweeter in analytics (www.hootsuite.com), performance) and http://useqwitter.com (who unfollows you) Twitalyzer (www.twitalyzer.com) is another tool that can provide analytics.

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Tweeter grading tool http://tweet.grader.com Customer review websites

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REPUTATION MANAGEMENT http://eezeer.com/ (BECOME PART OF THE CONVERSATION) review monitor & update remotely hosted descriptions register for alerts, e-mails, RSS Feeds

Respond be timely - goal within 24 hours dispute fraudulent or spammy reviews

record & revise (solve operational issues) correct any problems log & categorise all issues

Defining online Social networking social networks Web-based services that allow individuals to: 1.Construct a public or semi-public profile within a bounded system 2.Articulate a list of other users with whom they share a connection 3.View and traverse their list of connections and those made by others within the system

Features of social networks Detailed personal profiles • Affiliations with groups, such as alumni, employers, hobbies, fans, health conditions) • Affiliations with individuals (e.g. specific 'friends') • Private messaging and public discussions • Media sharing (text, photos, video) • "Feeds" of recent activity among members (e.g. status changes, new postings, photos, applications installed) • The ability to install and use third-party applications tailored to the service (games, media viewers, survey tools, etc.), many of which are also social and allow others to interact

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https://i-meet.com/

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Localised social networking: 3R right people at the right time at the right place Content communities

Videos primary source of travel inspiration

Types of videos

Product tour >Take us on a short tour of your product or service, such as a tour of your rooms, tour vehicles, or cellar door. Behind the scenes tour > Customers LOVE to look behind the scenes of businesses. Take us for a tour into your kitchen, wine making facilities, vehicle service depot or other activities in your business. Staff interview > Interview one of your team (or even yourself if you are game!). We connect with people and want to do business with people (not faceless brands). Ask them the questions your customers always ask > Why do they love your product, what’s their favourite thing to do in your region. Customer Experiences: what they liked, who they feel, whether they will come back, recommend

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Istagram

Think about when your Ideal Customers are online. Take into consideration international times zones and when in their day life they are likely to be flicking through their Instagram newsfeed, such as a morning or evening commute or after the kids are in bed! Use Iconosquare.com to help with your research. This great free insights tool will tell you when your followers are online. Try posting photos at different times of the day and see how your engagement goes. Keep posting photos at the time of day when you get the best engagement. Use Schedugr.am to pre-schedule your photos if your Ideal Customers are online at a time you can’t be (such as the middle of the night!!).

Use Istagram to generate website traffic: promote your landing page

Photo-editing Istagram tools: participatory GIS, neogeography, is a great app for doing detailed photo editing of your images before posting on Instagram, such as adjusting exposure and straightening the horizon. web mapping, ubiquitous cartography, Scheduling Posts Schedugram lets you pre-schedule out your Instragram posts, which is fantastic if your Ideal Customers are online at a time that you aren’t! It starts from $20 per wiki-mapping, spatial crowdsourcing, month. Analytics Iconsquare offers great free insights into your Instagram account, including which maps 2.0, geoweb, photos are getting the most engagement and when your followers are online. Totem Analytics offers more detailed analytics for larger tourism businesses and destinations. geospatial web, DigiPlace, Desktop Instagram Viewing Want to access your Instagram newsfeed on your computer? Then check out Photodesk 3 (Macs only) or the Chrome Instagram Extension which both let , volunteered you like, comment and download images while on your computer. cartography 2.0 Researching local Instagram content creators & social listening geography Local Measure lets you search photos being shared in a certain location, which is great if you are looking to curate local photos for your Instagram page. It has a i4M Lab heap of other great features, and prices vary depending on your business size.

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Web Mapping services: http://maps.google.com/maps?q= major providers (API) rome

• , • Yahoo! Maps, • Microsoft Virtual Earth, • MapQuest and • Arcweb – ανοικτο λογισμικό • www.openstreetmap.org Ανοικτά δεδομένα – λογισμικό

API: Application Programming Interfaces

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Google places http://www.google.com/mobile/goggles/ #landmark

• www.google.com/places

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• http://wheelmap.org/en/about/ • http://www.webmapp.it/en/ • http://mc.bbbike.org/mc/ • http://opencyclemap.org/ • http://opensnowmap.org/ • http://openpistemap.org/ • http://www.openrailwaymap.org/

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Top APIs for Mashups

 fastfoodmaps.com – Find fast food restaurants, including McDonald’s, Pizza Hut, KFC, Wendy’s and more, anywhere in the U.S.  Cheap Hotels – A map of more than 66,000 cheap hotels in more than 165 countries that also lets you book online.  Dublin Public Transport Advisor – A trip planner for public transportation in and around Dublin. • 99Trails.com Philadelphia Map – A map showing walking and biking trails around the Philadelphia metro area. • NYC Bike Maps – A map of New York City’s bike paths, lanes and greenways. • BibleMap.org – An interactive map of locations from the Bible. i4M Lab i4M Lab

Where do you find Geo-data ?

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http://www.youtube.com/watch?v=SI- rsong4xs&feature=player_embedded VIRAL MARKETING http://islandreefjob.com.au/about-the-best-job/

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Use of social media

Examples of social media use for customer service: online concierge apps

Sofitel appointed social media coordinators that research each property’s guest profile to send out targeted messages about local events, insider information and news.

Marriott International set up an online concierge service through Twitter to solve guest complaints quickly and efficiently, as guests expect real time responses.

IHG created a ‘Social Media Customer Care Team’ to identify and resolve complaints across social media, also working with properties to help with monitoring

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Thank you very much !

Dr Marianna Sigala

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