1. CrossTour Fair "The Danubian Al-TOUR-native" 26-30 January 2012 Innovations in E-marketing with a specific focus on SMEs Pieter Piket, Wesley Put- van den Beemt and Marjolein Visser NHTV Breda University of Applied Sciences Tourism Academy, The Netherlands

3. Households with internet access 2010 Source Eurostat, 2011

6. Individuals who use internet once a week or more, 2010 Source Eurostat, 2011

9. Top 5 Social Networking Sites in the Netherlands March 2011 vs. March 2010 Total Netherlands, Age 15+, Home & Work Locations Source: comScore Media MetrixcomScore Media Metrix Total Unique Visitors (000) Mar-2010Mar-2011% Change Total Internet : Total Audience11,92711,9530 Social Networking9,74211,49018 Hyves7,6927,650 Facebook.com3,7176,55676 Twitter.com1,9233,20767 Linkedin.com1,8303,11870 Windows Live Profile2,9242,769-5

10. 1. My company currently has a social media strategy. 2. My company is thinking about developing a social media strategy. 3. My company is trying to defend why we don’t have a social media strategy. 4. My company is currently trying to understand what social media is. 5. None of the above.

12. Online marketing communication - ThailandReisgids.nl - case study Social Media implementation

14. Creators Publish a blog related to business Publish online demos/rich media apps Upload videos, audio, or podcasts Upload photos, images, or presentations Author articles, case studies, whitepapers I blog because I have something important to share

15. Critics I speak out about the products I love or hate Post ratings/reviews Comment on business blog or group page Comment on online forums Contribute to/edit articles in a wiki/forum Give a reference or testimonial

16. Spectators I use the Internet to get the job done, so I have more time for running my business. Read business blogs Watch videos posted by firms Listen to podcasts, audio Read online forums Read customer ratings/reviews Attend Webinars, Webcasts Attend virtual trade shows

17. Inactives Don’t acknowledge using any social technologies I rely on my personal contacts for business advice.

18. 1. Establish Need/Want 2. Drive Trial 3. Form/Change Opinion 4. Product Launch 5. Product/Service Comparison 6. Positive Association 7. Generate awareness. 8. Drive Action/Traffic 9. Establish/Regain Trust 10. Influence the Influencers (which may not be necessary)

19.  1. Monitoring. Reviewing the method of social listening and deriving insights from these.  2. Mapping. Finding relationships between an individual customer or grouped segments using different social platforms, e.g. Facebook and Twitter or email marketing.  3. Management. Processes for implementing and reviewing strategy. More detail on campaign management would be helpful here.  4. Middleware. The software tools and APIs used to monitor and gather insight.  5. Measurement. The measures used to assess social marketing effectiveness and ROI.

20.  Facebook/Hyves  Twitter  YouTube/Flickr  Blog

22.  40% to receive discounts and promotions  39% to show my support for the company to others  36% to get a “freebie”  34% to stay informed about the activities of the company  33% to get updates on future products  30% to get updates on upcoming sales  29% for fun or entertainment  25% to get access to exclusive content  22% someone recommended it to me  21% to learn more about the company  13% for education about company topics  13% to interact Source: US based: http://mashable.com/2010/09/16/facebook-users-interact-brands /

23.  Do NOT duplicate your Twitter Strategy on Facebook  Do NOT Post Only Plain-Text Status Updates  Do Allow Fans to Share Content  Do Comment on Your Fans’ Content  Do Share Your Fans’ Content  Do use Facebook Questions to Find More Fans  Do NOT Use a Profile Image That has a Poor Thumbnail  Do Share Your Facebook Page on Your Website  Develop a Personality

24.  Is your target group present?  For which purpose?  Share what kind of information?  Personal face  Relevance

26. KLM surprise: http://www.youtube.com/watch?v=Sh- JRoY7_LU Tile and inspire: http://www.youtube.com/watch?v=YR75c8mtG jk&feature=relmfu

27.  Be careful to be overly Self-Promotional  Do NOT only include links to your own blog  Do NOT follow anyone and everyone  Establish a Personality  Interact with other Twitter users  Share your Twitter profile on your website  Monitor your own brand chatter  Customize your Twitter profile  Do NOT only tweet once per week

34.  Be human  Be aware  Be honest  Be respectful  Be a participant  Be open  Be courageous

39. Thank you for your attention. Questions?