The Travel Marketer's Guide to Social Media and Social Networks - (Page viii) ILLUSTRATIONS & TABLES/GRAPHS ILLUSTRATIONS Consumer constellations . . . . . . . . . . . . . . 3 Brill’s travel planning funnel. . . . . . . . . . . . 4 Overlay of 5 Cs onto 5 Ps . . . . . . . . . . . . . 5 Tools of social media . . . . . . . . . . . . . . . . . 7 Askville by Amazon . . . . . . . . . . . . . . . . . 12 Cop and Cup winning Boston Market video . . . . . . . . . . . . . . . . . . . . 13 Innocentive home page . . . . . . . . . . . . . . 14 iStockPhoto home page . . . . . . . . . . . . . . 14 Web 1.0 vs. Web 2.0 . . . . . . . . . . . . . . . . 16 McKinsey Survey on internet technology 17 Herbal Essences website . . . . . . . . . . . . . . 18 Capessa.com home page. . . . . . . . . . . . . . 18 Old Spice ad . . . . . . . . . . . . . . . . . . . . . . . 19 Crest MySpace page . . . . . . . . . . . . . . . . . 19 Fastlane blog . . . . . . . . . . . . . . . . . . . . . . . 20 Mommycast podcast . . . . . . . . . . . . . . . . 20 Coke and Mentos video . . . . . . . . . . . . . . 21 Consumer constellations . . . . . . . . . . . . . 27 Flip.com home page. . . . . . . . . . . . . . . . . 29 Microsoft Surface . . . . . . . . . . . . . . . . . . . 30 Brill’s travel planning funnel. . . . . . . . . . . 35 Overlay 5 Cs onto 5 Ps . . . . . . . . . . . . . . 36 Road Trip Wizard. . . . . . . . . . . . . . . . . . . 37 Second Life avatars . . . . . . . . . . . . . . . . . . 43 Doritos winning SuperBowl ad on YouTube . . . . . . . . . . . . . . . . . . . . . . . . 51 M&Ms custom printed candy . . . . . . . . . 52 Jetta build-and-crash-your-own-car . . . . . 52 Pogo.com home page . . . . . . . . . . . . . . . . 53 Dove evolution video–before and after images . . . . . . . . . . . . . . . . . . . . . 53 KLM Club Africa. . . . . . . . . . . . . . . . . . . 54 KLM Club China . . . . . . . . . . . . . . . . . . 54 KLM Flying Blue golf club . . . . . . . . . . . 54 Roaming Gnome MySpace page Roaming Gnome substitute . . . . . . . . . . . 55 Be Hospitable homepage . . . . . . . . . . . . . 56 Widgets–Expedia . . . . . . . . . . . . . . . . . . . 56 BW Knock Knock widget . . . . . . . . . . . . 57 Crowne Plaza Second Life meeting rooms . . . . . . . . . . . . . . . . . . . 57 Clinique skin care analysis . . . . . . . . . . . . 58 H&R Block Supersweet Refund contest winner YouTube. . . . . . . . . . . . 58 Will it Blend? Blendex YouTube video. . . 59 London 2012 logo contest . . . . . . . . . . . . 59 Sphere of influence chart . . . . . . . . . . . . . 60 Reputation management prototype . . . . . 61 Beneful–Share your dog story with Purina. . . . . . . . . . . . . . . . . . . . . . 62 A small world.net private online community. . . . . . . . . . . . . . . . . . . . . . 62 Sara Lee joy of eating website. . . . . . . . . . 62 Honda Element Gil the crab YouTube . . 63 Coke vs. Coke Zero YouTube . . . . . . . . . 63 Second Life launch for aloft hotels. . . . . . 64 Second Life avatar image . . . . . . . . . . . . . 70 MySpace home page. . . . . . . . . . . . . . . . . 71 del.icio.us tag cloud . . . . . . . . . . . . . . . . . 74 Groople’s self-evaluation with other group sites . . . . . . . . . . . . . . . . . . . . . . 82 Business Week cover featuring Second Life. . . . . . . . . . . . . . . . . . . . . . 85 Virtual Chichen-Itza in Second Life . . . . 85 Sample trip sharing text between consumers. . . . . . . . . . . . . . . . . . . . . . . 98 AskCity local business search . . . . . . . . . . 98 Sheraton Belong home page. . . . . . . . . . 101 Long tail of the internet . . . . . . . . . . . . 101 Yahoo, MySpace, Google logos . . . . . . . 102 Groople homepage . . . . . . . . . . . . . . . . 102 Flyer Talk home page . . . . . . . . . . . . . . . 102 Ding widget from Southwest Airlines . . 103 Marketing objectives/strategies. . . . . . . . 108 Segmentation categories . . . . . . . . . . . . . 109 Bucks County contextual ad . . . . . . . . . 111 Media services contextual ad placement 111 Guidelines for consumer generated ads . 112 CompUSA sample of consumer reviews on site . . . . . . . . . . . . . . . . . . 116 Legacy consumer review: Yours is a very bad hotel slideshow . . 117 Consumer review on VirtualTourist . . . 118 Marriotts advice to region . . . . . . . . . . . 121 I’m in.com sample page . . . . . . . . . . . . . 121 Gusto.com sample page . . . . . . . . . . . . . 121 Trip advisor review entry page . . . . . . . . 122 Trip advisor wiki-style guidebook . . . . . 122 Wikipedia entry for Hilton Hotels . . . . 126 Marriott Caribbean and Mexico resorts news and resource pages . . . . . 126 Blogging guidelines . . . . . . . . . . . . . . . . 127 Press feed sample of RSS enabled press release . . . . . . . . . . . . . . . . . . . . 128 Marriott blog . . . . . . . . . . . . . . . . . . . . . 128 twitter.com home page. . . . . . . . . . . . . . 129 Ten tips to optimize press releases . . . . . 129 JetBlue video apology by CEO on YouTube . . . . . . . . . . . . . . . . . . . . . . . 130 Content voting (compete survey) . . . . . 131 RSS symbol . . . . . . . . . . . . . . . . . . . . . . 132 SuperTour Travel 3-D hotel image with map mashup . . . . . . . . . . . . . . . . . . . 132 Design Holiday Inn Chevy racecar contest . . . . . . . . . . . . . . . . . . 133 Hawaiian Air widget . . . . . . . . . . . . . . . 133 Vacation fun-a-lyzer Royal Caribbean’s Sammy the Suitcase . . . . . . . . . . . . . . 134 Canada’s online campaign . . . . . . . . . . . 134 Tactical planning chart communication 135 Tactical planning chart by internal vs. external placement. . . . . . 135 Tactical planning chart with distribution. . . . . . . . . . . . . . . . . . . . . 135 Metrics for social media . . . . . . . . . . . . . 136 iGoogle reader–customized homepage with RSS feeds . . . . . . . . . . . . . . . . . . 137 StumbleUpon social bookmarking tag cloud. . . . . . . . . . . . . . . . . . . . . . . 138 List of social bookmark sites. . . . . . . . . . 138 Socialmeter score . . . . . . . . . . . . . . . . . . 138 Blogpulse sample of Hilton, Marriott, IHG . . . . . . . . . . . . . . . . . . 139 Sentimetrics prototype from RealMagnet . . . . . . . . . . . . . . . . . . . . 139 Snowmate widget for Vail Resorts . . . . . 143 Twelve tips for success in social media . . 146 TABLE/GRAPHS Visitors to social network sites by age . . . . 2 Brand advocate characteristics . . . . . . . . . 38 Advocates as hotel researchers . . . . . . . . . 38 Advocates frequency of social media usage 39 Brand evangelists potential impact on hotel sales . . . . . . . . . . . . . . . . . . . . . . . 40 Visitors to social network sites by age . . . 41 Social network usage by worldwide region 41 US adults who regularly give advice Jun 07. . . . . . . . . . . . . . . . . . . . . . . . . . 50 Worldwide growth of social network sites Jun 07. . . . . . . . . . . . . . . . . . . . . . . . . . 68 Top 20 social networks ranked by attention . . . . . . . . . . . . . . . . . . . . . 68 Market share of visits to select virtual websites . . . . . . . . . . . . . . . . . . . . . . . . 69 Top 20 most popular websites in the U.S. . . . . . . . . . . . . . . . . . . . . . . 71 The importance of online marketing and distribution . . . . . . . . . . . . . . . . . . 90 Degree of marketing integration online/offline . . . . . . . . . . . . . . . . . . . . 90 Top two primary objectives of online marketing . . . . . . . . . . . . . . . . . . . . . . . 91 Role of social media and social networks in sales/marketing. . . . . . . . . . . . . . . . . 91 Impact of consumer review sites . . . . . . . 92 Planned increases in social media usage . . 93 Expected benefits of social media and social networks . . . . . . . . . . . . . . . 94 Social media metrics in use . . . . . . . . . . . 94 Predictions on how social media will affect travel organizations . . . . . . . 95 % Sheraton audience visiting other sites Sep 06 . . . . . . . . . . . . . . . . . . . . . . . . . 96 % Hertz audience visiting other sites Sep 06 . . . . . . . . . . . . . . . . . . . . . . . . . 97 % United audience visiting other sites Sep 06 . . . . . . . . . . . . . . . . . . . . . . . . . 97 Most trustworthy source for purchase ideas. . . . . . . . . . . . . . . . . . . . 99 Sources that influence US adult internet users . . . . . . . . . . . . . . . . . . . . 99 Word of mouth as first choice of information . . . . . . . . . . . . . . . . . . . . 100 U.S. consumers who prefer to make hotel reservations directly. . . . . . . . . . 104 U.S. online social network advertising spend ‘06-’11 . . . . . . . . . . 110 U.S. online social network ad spending by network type . . . . . . . . . 110 Worldwide online social network ad spending ’06-’11 . . . . . . . . . . . . . . . . 111 Reasons U.S. search marketers purposely place content . . . . . . . . . . . 113 Effect of consumer reviews on web metrics Jul 07 . . . . . . . . . . . . . . . 116 Average number of websites visited for airfares 2005 . . . . . . . . . . . . . . . . . 117 Average number of websites for hotel reservations Oct 05 . . . . . . . . . . 117 Sheraton customers views on consumer reviews May 07 . . . . . . . . . 118 Types of comments posted on select websites Jan 07 . . . . . . . . . . . . . 119 Content voting . . . . . . . . . . . . . . . . . . . . 131 Published by HSMAI Foundation and TIA
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