gcc e-tourism conference - knowing you customer, understanding and learning with social media

GCC e-Tourism Conference Knowing you customer, understanding and learning with social media

December 18-20, 2012 in Millennium Plaza Hotel, Dubai, UAE

Dieter Hovorka dieter@dreamtek.tv Solution Consulting +971 56 101 2480

e-Tourist or e-Human or Human

DREAMTEK GROUP OF COMPANIES

The Digital Agency The Software Experts The Video Experts

Creative Communications

& Solutions

@ Enterprise Level

CONNECTING PARTNERS FOR VALUES

Creative

Communication

Consulting

Services

Complete Online / Digital Marketing

A/B Testing

Analytics

Segmentation

Smart device

Lead

Brand

Social

Web

Conversion

WxM

Forum

Contact

Engagement

E-Mail

Community

Personalization

Vendor A

Vendor B Vendor C

Vendor D

What we do – iPhone Airport App

What we do – iOS City Guide

What we do – Facebook App

What we do – iPhone Ramadan App

Our Vision

Empower government to deliver and optimize successful citizien-centric service across multiple channels with an Enterprise Marketing Solution (EMS) approach and convey a more effective site visitor experience with a fully integrated Customer Experience Management (CxM) solution.

1. We follow Trends 2. Utilize Social Support

How do we do it

Don’t Swim Against Trends

Social Media Marketing Trends 2012

1

Digital Media in Marketing

Engaging content is a must for all organizations which have the need to catch the attention of their clients and stay in dialogue with their audience. Digital Media allows us to appear in a compelling spotlight

Engaging citizens will be a challenge.

Audience will be in control.

Social media monitoring gets even more important.

Community management is important to engage people.

Social media and personal communications will be mobile.

Integrating websites with social technology.

Social Commerce

Friend’s recommen- dations are the most powerful sales triggers. Businesses will use that by integrating shopping to social networks and using social connect in their e-commerce sites.

Location! Location! Location!

Measuring results! (ROI)

The guys upstairs want to know how much of that investment are they going to get back. Models of measuring social media marketing effectiveness will emerge.

Campaigns spanning from offline to social.

The Oil of Today - Data

Knowing your audience is a must to make personalized content. Keeping the dialogue to between your citizen and your organization is a must so success. Still 80% of all web-sites did not have personalized content in 2011.

Utilize Social Support 2

citizens are social…

63% “I search for others with similar problems online when I need help”

46% “I want information to services and community”

60%

“I want interaction with peers on Facebook”

55%

“I want product knowledge”

…public sector are not there yet.

60% 63%

9% 22% 25% 29% 46%

55%

Citizens search for others online with similar problems when they need help

Citizens want interaction with peers on Facebook

Citizens want product knowledge”

Citizens want information to services and community

citizens

government

better experiences

deeper engagement

(with each other and the government)

purposeful interaction

greater reward

bottom line: citizens want more governments online…

peer-to-peer engagement

social support ideation gamification

Your citizens want to talk to each other—make it easy for them.

Citizens expect help online fast— give it to them.

Citizens want to contribute— ask them for their ideas.

Your citizens want recognition and reward—give them ways to level up.

4 ways to close the gap

1 2 3 4

Governments can save a fortune by

serving citizens on lower cost channels

source: Forrester Research

deliver better value and service

Scalability Savings Satisfaction

call deflection

$ increase in agent efficiency

increase in NPS

i have a

.com

search

social media

community infused website

tribal knowledge

CRM

response

problem

question idea

integrates social into your broader customer care strategy

build a positive reinforcement loop community answers majority of questions

unanswered questions are escalated to expert employees

answer is delivered to 1000s of customers through search

search

customer has a positive service experience

CRM

social support solution

reduce support costs while increasing satisfaction

increase contact center efficiency

turn knowledge into a strategic business asset

provide excellent customer service

improve the lives of agents

source: consortium for service innovation. Report on consortium member results after implementing knowledge centered support

up to 20%

save money when customers succeed with self-service

50-60%

improved time to resolution

solve customer problems faster

70%

improved time to proficiency

20-35%

improvement in employee retention and satisfaction

call deflection

listen

engage

respond forums blogs q&a reviews surveys

identity & reputation engine contests video groups

ideas knowledge enhance

inte

grat

e

join the social customer experience

summary

Know- how • Local market presence • International partners • Lifecycle of media • Digital Content Experts Platform Solutions • Complete Marketing Solution • Social importance growing • Quick implementation • Best practice • Large reference base

Dieter Hovorka, dieter@dreamtek.tv, +971 56 101 2480

IMAGINE. The implications.

Mission Social Space