E-­‐Commerce  and  Social  Media  Use  in  the  Hotel  Industry  

Jane:e  Toral  h:p://www.e-­‐commercephilippines.com  

Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011  

VisiBng  Social  Networking  sites     51*   53   82  

Search       58   76   80  

Instant  messaging     63   68   69  

Internet  Portal     54   73   67  

VisiBng  public  chat  rooms   54   67   65  

Email     63   65   64  

Played  games  online     53   45   54  

Listen  to  songs  in  music  websites   -­‐   -­‐   45  

Downloaded  or  uploaded  music  files  online     25   37   37  

Shared/posted  something  online  that  you  created   15   24   36  

*  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums  Base:  Past  month  Internet  users  aged  10+  across  NaBonal  Urban  Philippines  Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  

AcBviBes  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011  

Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…  

Social  networks  start  with  ‘close  contacts/rela/ons’…  but  quickly  move  to  less  familiar  circles…  

Connec/ons  on  Social  Networking  sites  (%)  

Question: Who are the people you interact with regularly on these Social Networking sites?

Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking sites in Past 3 months Source: Yahoo!-Nielsen Net Index 2011

The  backdrop  to  e-­‐commerce  in  Philippines  

There  is  an  inherent  reluctance  to  “trade”  through  the  Internet  

Lack  of  ‘accreditaBon  

and  guarantees'…by  default  

modern  trade  actually  

encourages  desBnaBon  shopping  

Presence  of  counterfeits  and  

knock-­‐offs  

High  reliance  on                  inter-­‐personal  rela/onships  

IT  and  Banking  infrastructure  “evolving”  

Tradi/onal  trade  legacy  

Buyers  need  to  ensure  quality  by  physical  inspecBon  

Buyers  feel  the  comfort,  dealing  with  

known  vendors  

Low  levels  of  confidence/trust  in  

transacBng  online  

Digital  Philippines  2011  Yahoo  –  Nielsen  Net  Index  

53

36

10

9

4

1

1

1

Cash  (face  to  face)  

Credit  card  

Transfer  via  ATM/Bank  

Internet  Banking  

Deposited  cash  at  bank  branch  

Online  accounts  such  as  Paypal  

Cheque  

Debit  card  

Payment    methods  (%)  

Payments  largely  made  offline,  given  current  trust  and  comfort  levels  with  e-­‐payment  

Digital  Philippines  2011  Yahoo  –  Nielsen  Net  Index  

To  rank  vs.  To  be  social  

To  rank?  

To  share  a  story?  

Share  stories….  

….then  rank  later…  

Get  suggesBon  from  friends  

Share  your  experience  to  others  

The  Social  Object,  in  a  nutshell,  is  the  reason  two  people  are  talking  to  each  other,  as  opposed  to  talking  

to  somebody  else.    -­‐  Hugh  Macleod  

Source:  h:p://gapingvoid.com/so/  

Driving  E-­‐Commerce  via  Facebook  

•  Likeable  wall  post.  •  Exclusivity  with  promoBons.  •  Add  incenBves  with  one-­‐Bme  promo  codes,  coupons,  shipping.  

•  Solicit  input  on  how  you  can  improve.  •  Share  news  beyond  retail.  •  Use  it  for  customer  service  –  enable  reviews.  •  Flash  sales,  group  buy  offers,  contest.  

h:p://bit.ly/rtcr5i  

Monitor  your  Spikes  

•  Impressions  /  Feedback  •  Comments  

•  Unsubscribes  •  Likes  •  External  referrers  •  Demographic  

Building  links  to  your  site  

h:p://mz.cm/q1j2Dd  

5  stages  of  customer  buying  cycle  

•  Awareness  •  ConsideraBon  •  Preference  /  Intent  •  Purchase  •  Repurchase  

Make  content  available  through  the  right  channels  

h:p://bit.ly/oWYQq4  

Abandon  shopping  cart  

•  Do  the  two  step    – 1st  step  is  name  and  email  address  

•  Make  your  message  immediate  (within  24  hours)  

•  Express  concern.  (reminder)  

•  Offer  incenBves  •  Get  them  to  take  another  acBon.  

h:p://bit.ly/nvTrgb  

Know  and  manage  exactly  who  you*  are    

on  the  Internet

Learn  search  engine  and  social  media  markeBng  101  online  at    

h:p://bit.ly/9eOWwF