HFT3444 Social Media in Hospitality

What is Social Media?

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, , instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. 1Internet forums weblogssocial blogswikispodcastsblogsvlogs instant messagingcrowdsourcingvoice over IP 1

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

The old vs. the new

Shared Knowledge Web 2.0 is a way of thinking about how knowledge is created, shared, managed, and leveraged using technology.

Web 1.0 vs. Web 2.0 Web 1.0 was about readingWeb 2.0 is about writing Web 1.0 was about owningWeb 2.0 is about sharing Web 1.0 was about companiesWeb 2.0 is about communities Web 1.0 was about home pagesWeb 2.0 is about blogs Web 1.0 was about portalsWeb 2.0 is about RSS and syndication Web 1.0 was about taxonomyWeb 2.0 is about “tags” and folksonomy Web 1.0 was about NetscapeWeb 2.0 is about Google Web 1.0 was about wiresWeb 2.0 is about wireless Web 1.0 was about dialupWeb 2.0 is about broadband Adapted from

Social media is a conversation between people… Supporters Participants Audiences Donors Opinion Leaders The conversation is NOT controlled… Not organized… Not on message…

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

Figure 8.1 The emergence and rise of mass social media. (Source: Hinchcliffe, D., Web 2.0 Blog, web2.wsj2.com)

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.

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.

What am I missing out on? Viral nature of Web 2.0 and social media technologies Improved customer service Increased storytelling

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

Web 3.0 The 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

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

Location Enabled Social Media

Google Latitude

Case Study: Loopt Loopt, Flagr, Whrrl, Buzzd, Zhiing, Urban Spoon

Case Study: Zhiing

LBS Location Based Services (LBS) information services accessible with mobile devices through a mobile network and based on location

LBE Frameworks + Content

LBE Framework Case Study: viaPlace

Types of Location Based Experiences Restaurant Guides and User Comments Transportation Information Golf and Recreation mapping Historical and Tours Real Estate Home Buying

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

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

Travel 2.0

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

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.

The New Travel Order

User Generated Reviews From articles and archives to exhaustive details towards user generated content on social networks and an unbiased reviews and referrals paradigm

Travel Blogs Content still key, but now Shared Experiences Inspire Travel

Hotels 44

CVBs 45

Restaurants