1. Linked2Media WP1: European-wide Requirements, Use Cases and Knowledge Map Linked2Media, 2nd Project Meeting, 9-10 February 2012, Thessaloniki, Greece Expert Multiservices Impex EMI

2. Outline Identified requirements Usage scenario #1 Usage scenario #2 2 Linked2Media, 2nd Project Meeting,9-10 February 2012, Thessaloniki, Greece

3. Identified Requirements Different approaches for busienss/corporate and leisure travel. – Business travel customers are less prone to insert comments on social media. They mainly use direct feedback via email. – Leisure travellers usually post comments in one or more social media. – Business travel customers have different expectations from travelling. (timing, quality of service, flexibility of service). – Leisure travellers look for good service at affordable prices, and several extra services as tours, games etc. referred to large mass of customers, usually who want to travel in groups, or individual for vacancies at exotic destinations or for visits, but mainly with basic services : travel together on same flights and coaches, accommodation, visits of touristic sites. There are affinity groups. So it is advisable to check and monitorize different web platforms: Facebook, Twitter to find out comments about the brands and services of a specific travel agents who organize these tours for leisure. Many people are self-made holidays : they choose the Hotels and pay online on specialized sites: BookingCom, HotelsPro, Venere, Expedia, and than post their comments on Tripadviser or on same sites ; they help other customers with their comments. It can be a good help to create a specific web platform- for both tour operators and customers - where exchanges of ideas and comments about one or other service, or about one or other Tour or destination can help the organizers ( tour operators ) to enrich their product and/or cancel a location when build up an itinerary. Difficult to identify key features to be analyzed. E.g. Hotel accomodation, good, bad.. is the tour operator that receives a review or the hotel? Which are the representative features for leisure and business travel) Features and metrics are subjective 3 Linked2Media, Kick-off Meeting, 3-4 October 2011, Athens, Greece

4. Identified Requirements Identify specific media for each travel branch. For business travel: specialized social media as: linkedin, tripadvisor, tour operator email system. For leisure travel: general social media as facebook, tweeter and tripadvisor, Booking.com. Identify key features to be analyzed. E.g. Hotel accomodation, good, bad.. is the tour operator that receives a review or the hotel? Which are the representative features for leisure and business travel) Features and metrics are subjective 4 Linked2Media, Kick-off Meeting, 3-4 October 2011, Athens, Greece

5. Identified Requirements Reputation Monitoring Brand visibility in specialized Social Media (forums and comment systems). Product visibility for business travel products: taillored tours, event organization, fairs and exhibition management. Product visibility for leisure trevel: travel packages, tours, hotels, entertainment. Reputation Analysis Identification of direct competition for specific products/markets Measurement of the sentiment related to the brand/products Evaluate and analyse sentiments regarding own brand/product and competition. 5 Linked2Media, Kick-off Meeting, 3-4 October 2011, Athens, Greece

6. Identified Requirements Visualization Reports regarding brand reputation, products and markets Representation of geographic coverage of each competitor. Reputation Management Interact with different social media using a single platform.  E.g present new products that could increase reputation by posting info over different channels at once as: own website, rss feeds, facebook, tweeter. 6 Linked2Media, Kick-off Meeting, 3-4 October 2011, Athens, Greece

7. Identified Requirements Collaboration Cooperate with different institutions as national institute of statistics, eurostat and Chambers of Commerce to collocate the gathered information in specific market data. Notification Weekly alerts on brand and products reputation (sentiment metrics in main social media and specialized blogs); evaluate a method to compute trust and agreement. Weekly alerts on brand/products visibility. Weekly alerts about competition brand and products visibility and reputation. 7 Linked2Media, Kick-off Meeting, 3-4 October 2011, Athens, Greece

8. Usage Scenarios #1 – Business Travel Identify cause of non returning customers: After each event collect feed back in a trasparent way using comments and forum/social media posts. Identify weak travel service areas (customer service, trasportation, hotels, event management, business consultancy). Identify strong service areas that could be used to increase customer satisfaction and to attract new clients. 8 Linked2Media, Kick-off Meeting, 3-4 October 2011, Athens, Greece

9. Usage Scenario #2 – Leisure Travel Identify trends in the leisure travel market: Which are the destinations for leisure travel (best and worst destination); build a destination map; Which are the services the customer like or dislike; Which are the services that add value to the traveller experience. Which are the brands that attract travellers. 9 Linked2Media, Kick-off Meeting, 3-4 October 2011, Athens, Greece

10. Linked2Media WP1