CrossTour Fair "The Danubian Al-TOUR-native" 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

Households with internet access 2010 Source Eurostat, 2011

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

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

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.

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

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

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

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

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

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)

 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 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.

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

 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: /

 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

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

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 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

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

Thank you for your attention. Questions?