The impact of Social Networks / Social Media over the Travel Industry. Conference etourism Gosselies Belgium - 2008

1. Social Travel The impact of Social Networks over the Travel Industry. Stéphane Bouchez e-Marketing Strategistwww.stratenet.com

2. Social Travel The impact of Social Networks over the Travel Industry. Whileyouwere Sleeping What about social Travel? Create a social Network ? Whatdoesthismean for you ?

3. 1 While you were sleeping The consumer’s behaviour has changed … Forever

4. 1 Too many offers, too much informations, no differentiation

5. 5 Customer confused by info overload What The Customer Wants What The Customer Sees Google OTA Travel videos Metasearch Planner Wiki Social network RSS Blog 3 Week Trip To Mexico For 2 NiratBhatnagar: Co-Founder

6. 2 I don’tbelieveyou, I don’t trust you: youtry to sellme something.

9. Experience « Nous sommes passés d’une logique du prédictif à une logique de l’expérience basée sur l’avis des consommateurs » Guy Raffour. Customers wants the same as what he has read from other travellers: the wonderful trip with the all big things.

10. 4 “I am not Searching for the Lowest Fare” : “ I want to Find the Perfect Trip”

11. Price Lowestfareisonly important for a part of yourtarget. Only 36 % think the priceis the most important (Benchmark Group). Customers know that experience cost more, most of the time, he is ready to pay for “THE EXPERIENCE”. The perfect trip according to what others have said. Example: The success of : www.continentsinsolites.com

12. 5 After my trip, I might sharemy “Travel Experience”, whatever good or bad, you’ll need to deal with it.

13. Sharing 6 types of Digital travellers in Europe (forrester) Les créateurs (10%) - Ils publient: Blogs, articles, vidéos, photos, … Les critiques (19%) – ils contribuent: commentaires sur les produits et services de voyage (forums, wiki, communautés, articles de blogs) Les “Collecteurs” (12 %) - ils Tagguent : les pages web, photos, vidéos pour les retrouver. Les “Adhérents” (13 %) : ils maintiennent un profil dans les sites de réseaux sociaux, et visitent les sites etourisme 2.0 régulièrement. Les “Spectateurs” (38 %): ils lisent les blogs, écoutent les podcasts, regardent les vidéos des autres internautes, lisent les forums en ligne, et lisent les notations des consommateurs. Les Inactifs (53 %) : ils ne font rien… pour l’instant. http://etourisme.info/article/608/etourisme-20-que-font-les-internautes-europeens

14. So whatBehaviour???

15. 2 So, what about Social and Travel? The consumer has changed… you will have to change …Forever

16. Social ? Source: Vibeagent PPT

17. Social ? 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008

18. Social ?

20. It canbemashed up withother media

21. Itspopularityis transparent

22. It canbeproduced for FREE

23. It canbedistributed for FREE

24. It canbeeasilysharedSource: Vibeagent PPT

25. Social? It’s about Conversation You choose to join … or not Source: Vibeagent PPT

26. Social? A new way of UnderstandingMarkets Source: ClueTrainManifesto

27. Social? A Global Phenomenon Source: IPSOS INSIGHT

28. Social Traveller ?

29. 1 2 Social Travel ? Example OnlyFacebook Steph & Meg travel to Playa del carmenand update their profiles on Facebook Philippe, Frédéric and Vanessa that don’t know each other are in the same Network of Steph & Meg.They are all in Mexico, they decide to meet each other and have a drink

30. 25 Social Travel ? Example CitiesI’vevisited – Facebook / Trip Advisor

31. 1 2 Social Travel ? Example CitiesI’vevisited– Facebook / TripAdvisor Meg travels to Playa del carmenand tags “YaxChe” Restaurant on the Map Steph sees the comment while planning a trip to Playa and decides to eat at “Yax-Che”

32. 27 1 2 3 Social Travel ? Example Going Places – Facebook / TripWiser Meg travels to Playa del Carmen and uploads a video on Going Places (Tripwiser) Steph sees the video while planning a trip to Playa Stephlikes the video a lot and puts it on his blog. It is seen by his 1300 daily readers

33. 28 Social Travel ? Example

34. 29 Social Travel ? Example

35. 30 Social Travel ? Example

36. Social Travel Everywhere, any kind

37. 3 SO HOW CAN I CREATE A Community or SOCIAL NETWORK ?

38. WRONG QUESTION

39. “Communities already exist. Instead, think about how you can help that community to do what it wants to do” Mark Zuckerberg Source: FuTurLAB PPT

40. UNDERSTAND HOW THEY WORK 1 90 9 Every community has super-users – high authority, highly active Know who they are Source: FUTURLAB PPT

41. LISTEN Act on their feedback Encourage discussion, be a part of it Source: FUTURLAB PPT http://www.flickr.com/photos/twenty_questions/

42. AND ADD VALUE Understand what they are trying to do Create tools and content to help them do it Interact with them, engage with them, respect them Source: FUTURLAB PPT http://www.flickr.com/photos/artsyt/

43. 4 WHAT THIS MEANS FOR THE WAY YOU SHOULD WORK

44. The 4Ps = The future of Online Travel Profiles Participations Platforms Personalization« What I want, When and Where I wantit, Recommended by people I know and I trust » Source: VibeAgent

45. 5 END Questions?