hft3444 social media in hospitality. what is social media?
TRANSCRIPT
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HFT3444
Social Media in Hospitality
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What is Social Media?
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Definition of Social Media
Social Media can take many different forms, including Internet forums, weblogs, social blogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. 1
1http://en.wikipedia.org/wiki/Social_media
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What is social media and Web 2.0?
• Harnessing collective intelligence• Trusting consumers as co-developers• Engaging consumer experiences• Participation• Trust economy• Word of mouse
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The old vs. the new Web 1.0 Web 2.0
Eyeballs Hands
Britannica online Wikipedia
Personal websites Blogging
CMS Wikis
Directories Tagging
Stickiness Syndication
Instant messenger Twitter
Conferences Unconferences
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Shared Knowledge
• Web 2.0 is a way of thinking about how knowledge is created, shared, managed, and leveraged using technology.
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Web 1.0 vs. Web 2.0
Web 1.0 was about reading Web 2.0 is about writing
Web 1.0 was about owning Web 2.0 is about sharing
Web 1.0 was about companies Web 2.0 is about communities
Web 1.0 was about home pages Web 2.0 is about blogs
Web 1.0 was about portals Web 2.0 is about RSS and syndication
Web 1.0 was about taxonomy Web 2.0 is about “tags” and folksonomy
Web 1.0 was about Netscape Web 2.0 is about Google
Web 1.0 was about wires Web 2.0 is about wireless
Web 1.0 was about dialup Web 2.0 is about broadband
Adapted from www.joedrumgoole.com
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Social media is a conversation between people…
Supporters Participants AudiencesDonors Opinion Leaders
The conversation is NOT controlled…
Not organized…
Not on message…
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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
SOCIAL MEDIA USE IS GROWING
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Figure 8.1
The emergence and rise of mass social media.(Source: Hinchcliffe, D., Web 2.0 Blog, web2.wsj2.com)
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Why Now?
• Better access to technology for the average user – higher speed Internet connections, faster computers, better cell phones, etc
• Millennials are known as “digital natives,” having lived with the internet all of their lives.
• Young people are beginning to expect and demand their employers and others to use online media to recruit, communicate, engage, and manage knowledge.
• Those who use technology will outlast those who don’t.
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Why does it matter?• Web 2.0 and social media technologies are about connecting people
information and each other so they can better create and collaborate.
• Information sharing.
• Risk reduction
• Web 2.0 and social media technologies will help strengthen and enhance traditional communication strategies.
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What am I missing out on?
• Viral nature of Web 2.0 and social media technologies
• Improved customer service
• Increased storytelling
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Enterprise Social Network Interfaces
• Utilize existing social networks• Create in-house network & then use as employee communication tool &
form of knowledge management• Conduct business activities• Create services• Create and/or participate in social marketplace
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Web 3.0The Web 3.0 is the next paradigm shift of the internet taking the
best of web 2.0, including rich internet applications and social media, and bringing them to mobile devices.
Information is searched for, filtered, personalized and delivered to end users based on preferences, biofeedback and location. 1
1http://www.mindgrub.com/web3.0
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Definition of the Semantic Web
Semantic Web is an evolving extension of the web 3.0 where information is tagged in relation to use and context so that it and similar information can be delivered more effectively to humans and machines
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Location Enabled Social Media
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Google Latitude
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Case Study: Loopt
Loopt, Flagr, Whrrl, Buzzd, Zhiing, Urban Spoon
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Case Study: Zhiing
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LBS
Location Based Services (LBS) information services accessible with mobile devices through a mobile network and based on location
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LBE Frameworks + Content
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LBE Framework Case Study: viaPlace
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Types of Location Based Experiences
• Restaurant Guides and User Comments• Transportation Information• Golf and Recreation mapping• Historical and Tours• Real Estate Home Buying
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Issues For Social Network Services
• Lack of privacy controls• Inappropriate language translations among countries• Fierce competition for users• Prey to illegal activities• Cultural objections may become volatile
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Enterprise Social Network Interfaces
• Utilize existing social networks• Create in-house network & then use as employee communication tool &
form of knowledge management• Conduct business activities• Create services• Create and/or participate in social marketplace
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Travel 2.0
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• The Internet is an ideal technology for travel. It offers a vast information resource, immediate convenience and interaction that can provide a very personal experience. As the Internet reaches to every house and business, it will find a huge market of travelers looking for information "Just Beyond their Imagination, and only a click away".
• Today, Travel accounts for a nearly 28,5 % of all annual online transactions in the world, at 150
billion usd
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• Yahoo Travel in a recent survey indicated 61% of people go on-line for travel
• According to a just September 2008 released study by Prophis eResearch, an estimated 19 million online Americans have visited one of the top ten travel 2.0 traveler community based sites such as TripAdvisor in the past 12 months.
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The New Travel Order
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User Generated ReviewsFrom articles and archives to exhaustive details towards user generated content on social networks and an unbiased reviews and referrals paradigm
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Travel Blogs Content still key, but now Shared Experiences Inspire Travel
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Hotels
44
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CVBs
45
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Restaurants