raluca partenie-vasiu - cum sa-ti cresti vanzarile in turism prin social media?

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Thank you for your attention. External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights. Bosch Communication Center Social Media in turism 1

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Brasov Business Days - Conferinta 1: Succesul afacerilor din turismRaluca, este director de vanzari in una din cele mai mari companii de telesales din lume: Bosch Communication Center si ea ne va vorbi despre un subiect extrem de interesant, legat de cresterea vanzarilor prin folosirea social media, cu aplicare directa in industria de tursim.http://brasov.businessdays.ro/speakers/raluca-partenie-vasiu/

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Page 1: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Thank you for your attention.

External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Bosch Communication Center  

Social Media in turism

1

Page 2: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Despre ce discutam?

Ce inseamna Social Media

Ce aduce nou fata de comunicarea

traditionala

Ce implicatii are asupra mediului de

business

Social Media in turism

External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.2

Page 3: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Ce inseamna Social Media?

Comunitati

Portal Foto/Video

Blog Noutati Referinte Jocuri online

Facebook LinkedIn

YouTube Flickr Vimio

Blogger WorldPres

s Twitter

Digg Yahoo! Buzz

Delicious Stumble

Upon

WoW Second

Life

Web 2.0 aduce ca noutati:

Continut creat in majoritate de utilizatori

Un nivel inalt al participarii si interactiunii intre utilizatori

Integrarea rapida in orice tip de continut digital media

Unele aplicatii au viata scurta, altele progeseaza si se integreaza in modelele traditionale de comunicare si business

External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.3

Page 4: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Facebook – cea mai cunoscuta comunitate online Fondata in 2004, cu> 500 milioane utilizatori activi (a 3-a tara ca

marime) Permite crearea de profile personale, vizualizarea de fotografii,

comunicare prin chat si mesaje catre reteaua personala Se creaza grupuri de utilizatori avand interese comune

Utilizare pentru business: Pagina fanilor – creare de comunitati ale utilizatorilor Generare de idei pentru dezvoltarea de produse noi

Lufthansa Company (345.000 followers) Lufthansa Quiz (2.000 de utilizatori activi)

Business use

External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.4

Page 5: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Youtube - #3 in topul celor mai vizitate site-uri web Lansat in 2005, cu> 50 milioane de utilizatori Include video-uri postate de utilizatori, care pot fi vizionate si

comentate In fiecare minut sunt postate echivalentul a 24 de ore de continut

video

Utilizare pentru business: Construirea brandului prin postarea de videoclipuri produse de

companie Share al videoclipurilor proprii sau create de utilizatorii companiei Materiale video de training (d.e. pentru utilizarea aplicatiilor

online)

Promovarea destinatiilor (“Travel Stories”) Recrutare (“You Can Fly”) Reducerea semnificativa a costurilor (accesarea

unei mase mari de clienti cu costuri minime)

Business use

External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.5

Page 6: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Twitter – SMS-ul Internetului Fondat in 2006, cu aprox. 150 milioane utilizatori (varsta medie 31) Mesajele sunt transmise in timp real si limitate la 140 de caractere #11 in topul celor mai vizitate site-uri web

Utilizare pentru business: Lansarea de produse noi, oferte speciale, promovarea de

evenimente Relatii cu clientii in timp real

Resort montan premium din USA Utilizeaza tweet-urile ca instrument de marketing

pentru a transmite informatii locale actualizate (starea vremii, evenimente etc.)

Impulsioneaza astfel vanzarile in afara sezonului

Business use

External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.6

Page 7: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Social Media schimba regulile comunicarii de la 1:1 la n:n

Social Media raspunde nevoii umane de interactiune Este un canal de comunicare n:n in loc de clasicul 1:n Transforma oamenii din consumatori in generatori de continut Este ceva personal si nu se mai adreseaza doar adolescentilor Permite companiilor sa creeze platforme de interactiune cu clientii

External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.7

Page 8: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Si influenteaza puternic afacerile tuturor

1. Google

2. Facebook

3. Youtube

4. Yahoo

5. Windows Live

6. Baidu

7. Wikipedia

8. Blogger

9. (..)

11.Twitter

Source: Alexa Traffic Rank, 2010

Site-uri Social Media

80% dintre consumatori au incredere in

recomandarile altora 25% din cautarile legate de primele 20 de

marci la nivel global sunt link-uri cu continut

generat de utilizatori 35% din bloggeri posteaza opinii despre

produse si marci 60.000 de comentarii pe ora in cadrul

formurilor si comunitatilor Dintre acestea 18% sunt negative Social Media este #1 ca activitate pe web Se estimeaza ca utilizarea Social Media va

creste cu 27% pe an pana in 2012 in Europa

Cele mai vizitate site-uri web, 2010

External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.8

Page 9: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Sondajul ITB: cele mai mari 3 oportunitati de business in urmatorii 5 ani:• Pietele emergente 28% • Tehnologia 25% • Social media 20%

Schimbarea obiceiurilor de calatorie: durate mai scurte, frecventa mai mare creste numarul de tranzactii si implicit presiunea pe servicii

Clientii isi aleg canale de comunicare facile (Air China realizeaza 13% din vanzarile directe prin Social Media)

Accesul clientilor la informatia online conduce la transparenta asupra preturilor nevoie de eficienta sporita

Clientii solicita servicii disponibile 24/7 si livrate de experti, dar nu sunt dispusi sa plateasca pentru serviciu

Companiile realizeaza importanta Social Media dar nu stiu cum sa reactioneze

Confidential | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.9

Bosch Communication Center

Tendinte globale in turism

Source: ITB Report 2010/2011; World Travel Market Report 2010

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Page 10: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

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Bosch Communication Center

Cum putem integra Social Media

Informatii

Procesarea

reclamatiilor

Servicii VIP Back office

Programe de

fidelizareTicketing

Suport webSolicitarea de

servicii speciale

Servicii 360°

Social Media poate fi integrat in orice aspect al interactiunii cu clientii

Comunicarea trebuie adaptata regulilor acestui canal – nu se pot folosi standardele corporate

Raspundeti clientilor: 89% din comentariile postate pe Facebook nu primesc raspuns din partea companiilor

Orice interactiune procesata competent si profesional poate aduce un client sau o vanzare noua!

10 External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Page 11: Raluca Partenie-Vasiu - Cum sa-ti cresti vanzarile in turism prin social media?

Bosch Communication Center  

Succes in Social Media!

11 External | 28/09/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.