ROUTE 2.0 NEEDS ANALYSIS
ROUTE 2.0
Needs Analysis Report
Leonardo da Vinci—Transfer of Innovation
2011-1-ES1-LEO05-35792
2011-1-ES1-LEO05-35792
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ROUTE 2.0 NEEDS ANALYSIS
COPYRIGHT
© Copyright 2012 The ROUTE 2.0 Consortium
This document may not be copied, reproduced, or modified in whole or in part for any purpose
without written permission from the ROUTE 2.0 Consortium. In addition an acknowledgement
of the authors of the document and all applicable portions of the copyright notice must be
clearly referenced.
All rights reserved.
This document may change without notice.
ROUTE 2.0 Consortium :



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Cámara Oficial de Comercio e Industria de Badajoz
Fundación para el desarrollo de la ciencia y la tecnología en Extremadura
(FUNDECYT)
First Elements
Stichting Business Development Friesland
MFG Medien-Filmgesellschaft Baden-Württemberg mbH
Co-financed by:
The project ROUTE 2.0 has been funded with support from the European Commission. This
report reflects the views only of the author, and the Commission cannot be held responsible
for any use which may be made of the information contained therein.
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ROUTE 2.0 NEEDS ANALYSIS
ABOUT ROUTE 2.0
Internet has revolutionized the market, now the rules have changed and companies must
adapt if they want to survive in this new environment. Users have easy access to information
available through Web 2.0 tools that has changed the consumer habits and they become more
discerning when making purchasing decisions, so that now consumers are very powerful.
ROUTE 2.0 is aimed to promote the use of Web 2.0 tools among SMEs belonging to the
tourism sector.
The aim of the ROUTE 2.0 is to develop the skills and competences required to integrate and
implement communication strategies and marketing actions through Web 2.0 tools in the
business management process for European SMEs in tourism through the creation of a
methodology for continuous learning to improve performance and competitiveness of these
organizations.
ROUTE 2.0 project will provide a learning system tailored to the specific needs of target
audiences. Training in ROUTE 2.0 will enable SMEs and freelancers have some advantages
using Web 2.0 tools at Communication Strategies:

Understand Web 2.0 tools, showing them the possibilities offered as a
communication tool for their business.

Understand how to manage their brands online.

Develop a strategy for effective communication through social networks.

Offer new competitive services and adapted to new needs.

Understand the importance of planning an effective communication plan.

Understand and plan for communication to specific environments.

Generate transversal communication synergies to improve services or products.

Train workers in SMEs and independent professionals in emerging jobs.
Regarding the impact, it is expected to acquire soft and business skills with a view to the
efficient use of ICT tools environments based on Web 2.0 by European SMEs and freelancers.
In the long term it is expected that owners, European SMEs and the tourism sector will acquire
the ability to transfer their own skills and experiences to other companies so as create a
common corporate culture social networks to multiply exponentially the advantages and
benefits established for the use of ICTs as a development tools companies competitive.
The project has been promoted by the Chamber of Commerce and Industry of Badajoz (SPAIN)
and will be supported by FUNDECYT (SPAIN) with its experience in managing this type of
projects. The rest of the partners has been selected by their experience, competences and
expertise. MFG Baden-Württemberg (GERMANY) will be transferring SVEA 2.0 project results.
FIRST ELEMENTS Euroconsultants (CYPRUS) will be transferring VIPIA II project results. And
BDF- Foundation for Business Development in Friesland (NETHERLANDS) will provide its
experience hosting the Final Conference.
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ROUTE 2.0 NEEDS ANALYSIS
TABLE OF CONTENTS
I.
INTRODUCTION ................................................................................................................. 5
II.
OBJECTIVES ........................................................................................................................ 6
III.
METHODOLOGY ................................................................................................................. 7
IV.
CURRENT SOCIAL MEDIA USAGE IN EUROPE .................................................................... 9
V.
RESULTS OF THE REGIONAL NEEDS ANALYSIS IN EXTREMADURA .................................... 12
5.1. ICT and Social Media usage in Spain .................................................................................. 12
5.2. Status on the use of ICT and Social Media in the Tourism Sector ..................................... 14
5.3. Guidelines for Route 2.0 training in Extremadura ............................................................. 17
VI.
RESULTS OF THE REGIONAL NEEDS ANALYSIS IN FRIESLAND ............................................ 19
6.1. Introduction ...................................................................................................................... 19
6.2. ICT and Social Networks .................................................................................................... 19
6.3. The Tourism Sector ............................................................................................................ 23
6.4. ICT and Social Networks in the Frisian Tourism Sector ..................................................... 24
6.5. Results of the Regional Needs Analysis ............................................................................. 25
6.6. Conclusions and Recommendations .................................................................................. 31
VII.
RESULTS OF THE REGIONAL NEEDS ANALYSIS IN CYPRUS ................................................. 33
7.1. ICT and Social Networks usage in Cyprus .......................................................................... 33
7.2. Current use of ICT and Social Networks in the Tourism Sector in Cyprus ......................... 34
7.3. Use of Web 2.0 Tools with in Training Courses for Tourism in Cyprus .............................. 36
VIII.
RESULTS OF THE REGIONAL NEEDS ANALYSIS IN BADEN-WÜRTTEMBERG ....................... 37
8.1. The Use of ICT and Social Media in Germany .................................................................... 37
8.2. Status on the use of Social Media and Internet related to Tourism .................................. 38
8.3. Current use of Social Media in the Tourism Sector in Baden-Württemberg ..................... 39
8.4. Possible Workshop Organisation ....................................................................................... 41
IX.
COMMON SWOT ............................................................................................................... 43
X.
COMMON KEY NEEDS IDENTIFIED ..................................................................................... 44
XI.
CONCLUSIONS AND RECOMMENDATIONS FOR THE ROUTE 2.0 TRAINING ...................... 45
A1.
REFERENCES ...................................................................................................................... 47
A2.
BEST PRACTICES ................................................................................................................. 51
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ROUTE 2.0 NEEDS ANALYSIS
I. INTRODUCTION
Internet has revolutionized the market, now the rules have changed and companies must
adapt if they want to survive in this new environment. Users have easy access to information
available through Web 2.0 tools that has changed the consumer habits and they become more
discerning when making purchasing decisions, so that now consumers are very powerful.
ROUTE 2.0 is aimed to promote the use of Web 2.0 tools among SMEs belonging to the
tourism sector. The choice of TOURISM SECTOR for this project is justified by the contribution
of tourism to employment and regional development as well as to other important EU
objectives such as sustainable development, enhancement of the natural and cultural heritage
and the shaping of European identity, has been recognized by all EU institutions on numerous
occasions. The EU tourism sector generates more than 4 % than GDP in the EU, where about 2
million enterprises employing about 4 % of the total workforce (about 8 million jobs). Taking
into account the related industries, the estimation of the contribution of tourism to GDP is
much greater indirectly and generates about 11 % of EU GDP and represents approximately 12
percent of workforce.
The wide range of possibilities that Web 2.0 has opened for business communication is very
large: blogs, online social networks, digital video platforms, exchange of news websites, wikis,
microblogging, …
1. Allow companies to talk with users and know their opinion, without intermediaries,
is which makes it a valuable source of firsthand and updated information.
2. Provide transparency in the interaction with the market. The company's presence on
the Web 2.0 is bidirectional, so the company knows that whatever is said or
proposed will go through the open networks, and it can be answered, approved or
disqualified by users.
3. Increase the ability to call and spread the message of the company, because the
initiatives reach more people an instant, and may even generate effects of viral
marketing activities.
4. Cost savings in communication and marketing, as most of these tools are free or
have a very low cost.
5. Allow to build networks and communities around the company and thus enhance
loyalty activities around the brand.
6. Improve communication within the company and have first hand information about
the products. This simplification affects the reputation management of the entity.
Route 2.0 is developed as part of the Lifelong Learning Programme. This is an educational
program of the European Union for the period 2007 – 2013. The goal of this program is to
provide a contribution to the knowledge economy through durable economic growth, more
and better job opportunities and the increase of social connections within the EU.
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ROUTE 2.0 NEEDS ANALYSIS
II. OBJECTIVES
The aim of the ROUTE 2.0 is to develop the skills and competences required to integrate and
implement communication strategies and marketing actions through Web 2.0 tools in the
business management process for European SMEs in tourism through the creation of a
methodology for continuous learning to improve performance and competitiveness of these
organizations.
In this context, SMEs are those who are in a more disadvantaged because in most cases lack
the necessary financial and human resources to implement these tools. For these reason the
ROUTE 2.0 project will adapt and develop materials and contents to reach the objectives for
the target public always taking into account their training needs. These contents will be
available in the ROUTE 2.0 Learning System along with training materials, success case studies
of companies similar to the target audience and specific contents (support system,
bibliography, …).
As discussed above, people working in SMEs cannot afford to attend long training courses. It is
that a broader knowledge and skills require training tailored to their needs:
 In terms of content: the superfluous material is demoralizing.
 For presentation: the materials must have a non-linear structure, so you can check
specific topics without having to go through intermediate topics which are not
interested.
 On location: using a technological tool, where the content is available 24 hours
anywhere is a great advantage to promote public access to materials target training.
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ROUTE 2.0 NEEDS ANALYSIS
III. METHODOLOGY
Route 2.0 aims to develop the skills and competences necessary to integrate Communication
Strategies and Marketing actions through Web 2.0 tools in the process of business
management for European SMEs and micro-SMEs in the tourism sector. This will be done
through the creation of a methodology for continuous learning to improve the performance
and competitiveness of these organizations.
In order to develop the final training material that enables SMEs in the European tourism
sector to achieve the goals that have been set, a training needs analysis will be executed in the
partner countries to research the needs of the target group.
Route 2.0 is developed as part of the Lifelong Learning Programme. This is an educational
program of the European Union for the period 2007-2013. The goal of this program is to
provide a contribution to the knowledge economy through durable economic growth, more
and better job opportunities and the increase of social connections within the EU.
The aim of State-of-the-Art identification phase is to obtain a view of the current status
regarding the SMEs and micro-SMEs belonging to tourism sector, the barriers toward the use
and implementation of Web 2.0 tools on their communication and marketing strategies, as
well as the needs in relation to information and training in knowledge at this field. To that end,
an analysis methodology will be developed to set the guidelines of this analysis and to define a
training plan and develop materials and contents.
This needs analysis methodology pretends to reach these aims. For achieve it, Route 2.0
proposes the following items:
▫ Defining of public target to engage in process.
▫ Selecting of analysis tools.
▫ Selecting criteria for the samples analysis.
▫ Assessments of results.
▫ Guideline for reporting.
Route 2.0 provides a learning system of marketing 2.0 adapted to the specific needs of SMEs in
tourism. To achieve this, the opinion of both users and holders of information should be
considered. For this reason, two large groups are considered: actors who are actively involved
in forming knowledge of this, and actors whose services are primary recipients of the actions
of the Route 2.0 project. This will mean that the impact of actions will be focused on the
tourism industry. It have been select four different targets according to these aims:
Accommodation, Leisure Services, Tourism Information and Tourism Training.
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ROUTE 2.0 NEEDS ANALYSIS
Route 2.0 Needs Analysis uses four different tools for analyzing as well as possible. These
analysis tools are: Questionnaires, Interviews, Expert Panels and Secondary Sources.
The methodology of needs analysis should use a sufficient sample to determine them. For this
we have chosen to bring quality to the selected sample with an appropriate focusing of the
targets used in each analysis tool.
First, for the development of the questionnaires we have identified three different targets:
accommodation, leisure services (that includes foodservice), and information. Then, to hold
the panel, we invited to companies, technicians and trainers. Finally, the target of our
methodology has four categories: accommodation, leisure, information and training.
The other aspect to consider is the number of samples. In this sense we have determined, if
the quality of the sample is sufficient, to perform 80 questionnaires (20 per region), 20
interviews (5 per region), and 4 expert panels (1 per region). This implies a minimum of 132
samples with different issues to be analyzed.
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ROUTE 2.0 NEEDS ANALYSIS
IV. CURRENT SOCIAL MEDIA USAGE IN EUROPE
Numerous studies, articles and reports are running online due to growing interest in social
networks. However, there is not an entity or agency engaged in the study of this phenomenon
globally. In each country there are several public and private organizations have developed
their own studies using methodology so that the information available is not consistent at
times.
According to data published by Nielsen1, Brasil leads the world ranking of active users of social
networks with 86% followed by 78% in Italy and 77% in Spain. In Japan, USA, UK, France and
Australia the percentage of active users of social networks is between 70 and 75%.
According to data published by comScore2 the share of social networks in Europe was 84.4%
(the region that showed the greatest increase compared to 2009). Social media accounted for
22.8% of all visits to websites in Europe in 2010.
According to the study by eCircle and Mediacom Science 3, 44% of companies in Europe
already use social media for marketing and communication activities. The presence of
companies in different social networks is consistent with the use carried out by users, although
not taken into account less global networks. Local social networks get less attention despite
the range of users.
The eCircle report also shows how European companies are using social networks to multiple
and diverse goals, but mainly to promote new products (51%), increasing brand awareness
(50%) and customer loyalty (50%). In contrast, the main reasons given by companies for not
using social networking as a marketing tool is the inability to determine the target audience of
their messages (54%) as well as difficulty in measuring the impact of communication (53%).
1
Social Networks / Blogs Now Account for One in Every Four and a Half Minutes Online. Nielsen, 2010.
http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/
2
Europe Digital Year in Review 2010. ComScore, 2011.
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Europe_Digital_Year
_in_Review
3
European Social Media and Email Marketing. eCircle, 2011. http://www.ecircle.com/en/resourcecentre/studies/social-media-2010/lp-social-media-study.html
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ROUTE 2.0 NEEDS ANALYSIS
Social Media seems to be more powerful than the usual online communication through
website. This way of communication allows the communicative interaction between users
(including companies). Also users spend their time significantly higher in social networks that
in other online tools. For all this, social networks are formed as a way of communication more
agile, flexible, next and useful for carrying out marketing activities.
Europe doesn't provide a uniform use of social media. The following chart illustrates this fact:
Facebook is the first social network in number of users and length of stay. So is also the
network most commonly used by companies to implement its marketing activities in this area.
It follows in second place, Twitter, which is seeing a significant growth displacing other social
networks. MySpace is suffering a significant loss of users so that it lose it former position in
favor of other networks such as LinkedIn.
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ROUTE 2.0 NEEDS ANALYSIS
Local networks as Hyves (in Netherlands), Tuenti (in Spain), Friends Reunited (in UK) or Werkennt-wen (in Germany) are not as used by companies as users do, while also declining.
The following table shows the latest data on the most popular social networks in various
countries around the world4 :
Referring to the role performed by users of such social networks, we find that there is a wide
range of definitions according to the degree of participation in communication.
4
World Map of Social Networks. Alexa & Google Trends for Websites. December 2011.
http://vincos.it/world-map-of-social-networks/
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ROUTE 2.0 NEEDS ANALYSIS
V. RESULTS OF THE REGIONAL NEEDS ANALYSIS IN EXTREMADURA
5.1. ICT and Social Media usage in Spain
The usage analysis of ICT and social networks in Spain is essential because it will determine
whether the activities carried out under the project to be effective or don't meet the reality of
the environment.
After a preliminary stage dominated by the growth of Internet as an information and booking
of travel services, transport, accommodation and other, comes a new phase 2.0 in which the
model incorporates the role of the user.
Spain ranks third in world ranking of using social networks the Internet users, keeping in line
with other states such as Italy, UK or France, and exceeding the figure of 75% 5. The growth of
social network users has been dramatic (25% in the last two years) but beginning to appreciate
some stabilization. The reach of social networks in Spain in 2010 is around the European
average (84.6% vs. 84.4%) 6.
As in the other four large European countries, social network preferred by Spanish public is
Facebook. Below lies the Spanish social network Tuenti, strongly associated with younger
audiences. Meanwhile, Twitter gets high growth rates in third place. Social networking
professional profile as LinkedIn shows a reduced incisiveness.
5
Blogs Now Account for One in Every Four and a Half Minutes Online. Nielsen, 2010.
http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/
6
Las redes sociales en Internet. Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la
Información. Diciembre 2011.
http://www.osimga.org/export/sites/osimga/gl/documentos/d/20111201_ontsi_redes_sociais.pdf
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ROUTE 2.0 NEEDS ANALYSIS
Response to the user's social networks profile in Spain is practically homogeneous: slightly
higher in women than in men, and reaching equally to all ages between 18 and 55 years7.
The Spanish Internet users use an average of three different social networks and Facebook is
always one of the three alternatives (the best known, used, valued and preferred). The linkage
of Spanish users with social networking has been increasing gradually so that the frequency of
daily use reached 73% of users in 2011, while 17% do so several times a week. It also stresses
usage of social media through mobile devices (smartphones and tablets) showing significant
growth.
The reasons given for the choice and use of social networks are communicating with
family/friends (notably Facebook), cheap or free communication, monitoring of issues related
to culture and leisure (an important factor in Twitter), and audiovisual contents (especially
YouTube). Regarding consumption, the Internet users assert that communication through
social networks and supported by feedback from friends, family, independent experts, …, gives
them more credibility than traditional advertising8.
There are also declining social networks such as Hi5, Badoo and especially MySpace, which are
moving backwards significantly. Inactive Internet users are not present in social networks
primarily because of their absence of interest, protection of privacy and lack of time.
In Extremadura, the number of social network Internet users stands at 80% (in 2010), slightly
below the national average, while it's true that there has been a sharp increase from 64% in
2009 9. The use of Tuenti in the region is a differential factor to consider, far above the rest of
Spain.
7
III Estudio sobre Redes Sociales en Internet. Interactive Advertising Bureau Spain / Elogia Marketing
Singular. Noviembre 2011. http://www.slideshare.net/IAB_Spain/iii-estudio-sobre-redes-sociales-eninternet?ref=
8
Informe de resultados Observatorio de Redes Sociales. 3ª oleada, 2011. The Cocktail Analysis. Febrero
2011. http://www.slideshare.net/TCAnalysis/tca-observatorio-redes-sociales2011publico
9
Las Redes Sociales en Internet. Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la
Información. Diciembre 2011.
http://www.osimga.org/export/sites/osimga/gl/documentos/d/20111201_ontsi_redes_sociais.pdf
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ROUTE 2.0 NEEDS ANALYSIS
Spanish users aren't a outstanding contents' creators. Usually they seem to be less active in
social technologies and are therefore considered primarily spectators10. However, over time,
this behavior is becoming more participatory.
As regards companies with the largest presence in social networks, Socialbakers11 point out
Mercadona, Loewe and Roberto Verino as more active with their users, Cash Converters,
Avanzbus.com and Ginos as the best use to communicate with their users and fashion brands
such as Stradivarius, Blanco and Desigual on the number of fans on Facebook.
All this information shows the importance that social networks have gained in Spain in recent
years. This gives rise an important market to companies willing to exploit this opportunity.
5.2. Status on the Use of ICT and Social Media usage in the Tourism Sector
• Current use and knowledge of Social Networks in the Spanish Tourism Sector
According to the ePyme 2011 report12 the hotel industry reached very high levels of ICT and
equipment and use:
∙ 98.7% of companies have Internet access.
∙ 96.1% of the hotels maintain corporate website.
∙ 88.1% of companies engage with their customers through this social media.
10
European Social Technographics Revealed. How Europeans are adopting social technologies. February
2008. http://www.samsa.fr/wp-content/uploads/2008/08/social-technology-report.pdf
11
Socialbakers Social Media Report of Facebook pages in Spain. November 2012.
http://4.bp.blogspot.com/-2FgspMQ09TM/Ts6CBLbruWI/AAAAAAAAR0w/HBCQ4ujvxRA/s1600/esnov2011.png
12
Informe ePyme 2011. Análisis Sectorial de implantación de las TIC en la PYME española. MITYC &
Fundetec, 2012.
http://ithotelero.com/sites/default/files/image/Proyectos/Innovaci%C3%B3n/Informe%20epyme%202009-2010/informe_epyme_2011.pdf
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ROUTE 2.0 NEEDS ANALYSIS
The main reasons that SMEs have to use ICT are to provide a quick response to market
demand, geographic market expansion, cost reduction, improved company image and business
process acceleration.
Despite this presence, there is a low refresh rate in most profiles. Only 12% of companies
interact with their partners through social networks.
This data shows that Spanish tourism companies, especially hotels, are not only more active
SMEs in social media but also are those who have reached the most advanced stage
implementation of electronic commerce, where the Internet becomes as an ally for tourism
marketing and distribution. However, there are many areas for improvement in the use of
these tools to be truly effective in their purposes.
• Current use and knowledge of Social Networks in the participant organisations
Route 2.0 has carried out a field work to analyze the different needs that SMEs in Extremadura
have regard to implementing the use of social networking as a tool for their communication
and marketing activities. To do this, there have been a total of 20 surveys to different
companies according to pre-marked criteria. Similarly, interviews were conducted in certain
cases. The analysis phase was completed with the conclusion of a experts panel that were
collected several conclusions with which the partners can work. It has also made a detailed
study of the various sources of documentation on this topic.
Four of the respondents don't use social media because they don't have time for it or because
they don't think this is necessary for their marketing activities. This survey shows that
restaurants are the least likely to use Social networks.
Do you use Social Networks
for promotion? If not, why…
25%
Yes
No
75%
Regarding to Social networks used by respondents, it is remarkable the prevalence of
Facebook, followed by Twitter. The other options are very minor or without any presence.
Most respondents believe that Facebook is the Social network that best meets their
communication needs, but Twitter and LinkedIn also deserves good opinion by their users. In
contrast, blogs are considered a lost time due to lack of visibility.
Mostly participating companies have not specific responsible for marketing but this task is
usually performed by the owner of manager. It is therefore reasonable that none of the
respondents is community manager.
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ROUTE 2.0 NEEDS ANALYSIS
If so, please state what social
networks does your company use?
Facebook
MySpace
Twitter
Blogger
WordPress
LinkedIn
Xing
Geocities
Other
15
0
8
0
2
3
0
0
1
0
2
4
6
8
10
12
14
16
Most of the surveyed companies (65%) didn't feel needed training in Social networks. After
collecting data through surveys and interviews, we carried out a panel of experts to assess the
different data. This analysis drew numerous conclusions and recommendations to guide the
training in this subject.
• Benefits to use Social networks
Some advantages observed following the various surveys of SMEs in Extremadura are:
▫ Social networks generate emotional ties between brands and consumers. This is also
an opportunity for customer loyalty.
▫ Social networks achieve a leadership position against traditional Web pages because
they allow the communicate interaction between companies and users.
▫ Social networks provide a means of easily access for SMEs. It have been established
as a mass media of immense size than also it can generate an exponential communication
thanks to the viral effect is produced.
▫ Social networks are easily accessible to SMEs, which have at their disposal a powerful
media that also generate viral effect in their messages.
▫ Use of Social networking as a marketing channel is a remarkable opportunity to face
the difficulty of funding for other media in the current economic climate.
▫ Saturation of advertising information adds value to information supplied from close
contacts (family/friends) through Social networking. Moreover, this adds the possibility of
comparing information through specialized virtual communities.
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ROUTE 2.0 NEEDS ANALYSIS
• Barriers to use Social networks
▫ Social networks are focused on people rather than products or services. This involves
the use of different techniques to those usually provided in traditional marketing.
▫ Companies have reticences regarding the positioning of the company's image so that
it can be related to inappropriate content or problems concerning the personal data
protection.
▫ Companies don't believe there is a lack of technological training regarding the use of
Web 2.0 tools. However, there is a lack of training to carry out a truly effective business
strategy.
▫ Companies note the lack of information on the possibilities offered by Social
networks as marketing tool for SMEs.
▫ The Tourism industry doesn't have public information, date and quality, for use as an
enhancer of their own sites. Available information is provided by companies themselves so
that their time is not profitable. It is also available through end users, but it is impossible to
establish a quality control information.
• Success factors that encourage the use of Web 2.0
From the analysis stand out as most important success factors in web pages to the contents,
simplicity usage and attractive design. Therefore, they should be equally for the use of social
networks.
5.3. Guidelines for Route 2.0 training in Extremadura
Awareness
Need to raise awareness about the benefits of the skills of social media marketing in the
tourism. Proposed actions:
- Show specific examples of good experiences in the management of social networks
by entities in the tourism sector.
- Focus on the benefit and cost effectiveness of the training by obtaining concrete and
measurable results.
- Awareness targeted both the employer and employee.
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ROUTE 2.0 NEEDS ANALYSIS
Motivation
Need to incorporate emotional elements in the training activities to remove the frustration of
the students. Proposed actions:
- Mixed methodology, using classroom and ICT training for online interactivity between
the student and his/her instructor and the other students.
- System for assessing students by the trainer to achieve the expected results during
the formative period.
- Provide effective and practical value to the student and his/her organization, focusing
on the end result rather than the means used.
Appreciation
Need to increase the effectiveness of the training in the tourism. Proposed actions:
- Training package with an overall approach on tourism marketing so as to complete
the cycle trip. This includes from the decision to travel to the various aspects that include the
accommodation and even sharing the experiences as an example for diffusion.
- Development of actions aimed at specific modules customized to the needs of
enterprises so as to make available to the stakeholders a wide range of options instead of large
programs (training pills).
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ROUTE 2.0 NEEDS ANALYSIS
VI. RESULTS OF THE REGIONAL NEEDS ANALYSIS IN FRIESLAND
6.1. Introduction
Internet has revolutionized markets, the rules have changed and companies must adapt if they
want to survive in this new environment. In the Netherlands, Social Networks & ICT are
commonly used. Most of the Dutch companies are aware of the rise of social media, but still
the majority does not know how to implement this into the policy of the business.
Route 2.0 aims to develop the skills and competences necessary to integrate Communication
Strategies and Marketing actions through Web 2.0 tools in the process of business
management for European SMEs and micro-SMEs in the tourism sector. This will be done
through the creation of a methodology for continuous learning to improve the performance
and competitiveness of these organizations.
In order to develop the final training material that enables SMEs in the European tourism
sector to achieve the goals that have been set, a training needs analysis have been executed in
Friesland to research the needs of the target group.
6.2. ICT and Social Networks
• Use of ICT and Social Networks in The Netherlands compared to the European Union
Internet has revolutionized markets, the rules have changed and companies must adapt if they
want to survive in this new environment. In the Netherlands, Social Networks & ICT are
commonly used. Most of the Dutch companies are aware of the rise of social media, but still
the majority does not know how to implement this into their business.
The use of social media in the Netherlands is quite different compared to the other European
countries. The Netherlands is leader in the field of Twitter and LinkedIn, while Facebook is less
popular, compared to the other European countries. However the use of Facebook is
increasing. 72% of the Dutch companies use at least one Social Network. Twitter, LinkedIn and
Facebook are the most popular. Beside these Networks, the Netherlands has its own Social
Network, called "Hyves". Hyves is the most popular Social Network, with 50% of the Dutch
users. 13
13
Blotenburg, S. Young entrepreneur. Consulted on 3th February 2012.
http://fd.nl/entrepreneur/young-entrepreneur/973969-1201/nederland-voorop-in-gebruik-social-media
19
ROUTE 2.0 NEEDS ANALYSIS
The diagram above shows the use of social media in Europe and the distribution from Inactives
to Creators. The largest group (46%) does not use social media at all. 41% of the online adults
belong to the group Spectators who are viewing and reading social media like YouTube and
forums, but do not participate in this.
Compared to Europe, the Netherlands is leading in the number of social media Users. The
Netherlands relatively has a large amount of Critics and Creators. According to research, the
high availability of broadband internet in the Netherlands promotes the active participation in
social media and the publishing of content.14
• Most active companies on various Social Networks
Hyves
Very well known in the tourism sector is Heineken. Normally, brands have lower scores on
activity and interactivity on Hyves than Facebook or Twitter. In this case, it is different.
Because of the combination of professional appearance and interaction, Heineken is the
legitimate leader of the Hyves rankings.
Facebook
The Facebook page of HEMA may be one of the most original pages in the Netherlands. HEMA
is frequently posting content in an original and surprising way. With the result that followers
make hundreds of comments and likes. Because of the active dialogue of HEMA with their
community, HEMA is the legitimate leader of the Facebook rankings.
14
Roekel, E. Marketingfacts. Consulted on 3th February 2012.
http://www.marketingfacts.nl/berichten/gebruik_social_media_in_nederland_volgens_forrester/
20
ROUTE 2.0 NEEDS ANALYSIS
Twitter
Most active company on Twitter is ABN AMRO. It uses twitter as a means to offer extra
service. A few employees react on questions posed by consumers. The interactivity of twitter
and especially the activity from ABN AMRO is very high. The channel looks professional and
employees send personal and sympathetic tweets to their clients. Because of that, ABN AMRO
is leader in the Twitter rankings.15
• Current use and knowledge of ICT and Social Networks in Friesland
It goes without saying that social media & ICT are a trend in Friesland. From banks to
nonprofit-organizations and from schools to the government, all organizations are using them
to a greater of lesser degree. Companies in all shapes and sizes promote themselves with new
web 2.0 tools. Teachers cannot keep-up with their students when it comes to the
developments in social media.16 And of course, the new sector of employment which results in
fast growing, innovative companies.
The term Web 2.0, which is commonly used in the press and among internet professionals, is
unknown to the majority (90%) of the Dutch that are active on the internet. Internet users who
say that they do know the term (10%) generally do not know what the term really means. Only
a few can give a good description.17
When accessing the different research into the use of social media in the Netherlands, there
are no large differences when comparing Friesland with the rest of the Netherlands. An
exception can be found in the Dutch ‘Hyves’. It is used more in Friesland than in the rest of the
Netherlands.18
The popularity of Hyves is not growing anymore in the Netherlands, around 65% of the Dutch
people use this Social Network and this percentage remains the same . Facebook, on the other
hand, has increased in users from 28,8% to 40%.19
15
Kloos, M. Social Media Monitor. Consulted on 23th of February.
http://www.socialmediamonitor.nl/Social-Media-Monitor-4.pdf
16
th
NOS. Consulted on 13 February 2012. http://nos.nl/artikel/244458-mobieltjes-zijn-probleem-in-deklas.html
17
th
Computeridee. Consulted on 6 February 2012. http://www.computeridee.nl/nieuws/web-20-nogniet-bekend-nederland-maar
18
th
Alphenaar, J. W. PowerPR. Consulted on 9 of February 2012.
http://www.powerpr.nl/2011/12/hyves-vooral-populair-in-friensland-groningen-en-drenthe/
19
th
Alphenaar, J. W. Marketingfacts. Consulted on 9 of February 2012.
http://www.marketingfacts.nl/berichten/20100917_social_media_in_nederland_cijfers_en_feiten
21
ROUTE 2.0 NEEDS ANALYSIS
When accessing the Netherlands’ most popular Social Networks at this moment, it becomes
clear that Hyves is the most used but that Facebook is emergent.
Compared to Facebook, Twitter still has a small network of users. Twitter is well known, but
has not reached the user levels of Facebook yet. Future adoption looks good, but there is still a
long way to go. 80% of the people know Twitter, only 16% use it.
Facebook and twitter are a perfect couple, both sites serve different needs. When people join
twitter, their Facebook usage does not decrease. Twitter users are typically using more social
media than non-Twitter users.20
Friesland itself has benefited from the social media trend. With the help of a social media
campaign the capital of Friesland obtained more attention. With the new slogan: ‘’That is the
beauty of Leeuwarden’’, Leeuwarden is promoted as the modern, dynamic and cultural capital
of Friesland. Since 2010, Marketing Leeuwarden makes use of social media (Twitter, Hyves,
Youtube and LinkedIn). Marketing Leeuwarden already has at least 1650 followers on twitter
and 750 groupmembers on LinkedIn. This shows that Marketing Leeuwarden is active in the
field of social media.
Short facts:
▫ The Dutch Social Network "Hyves" is used the most in Friesland. Compared to the
Netherlands, the Frisians are the most active in this network. 21
▫ Leeuwarden has a ‘social media club’;22
▫ There is a Frisian twitter top 100;23
▫ Besides the benefits of Social Media, also the disadvantages are being examined. People
are afraid of the privacy issue. Is it safe to put your personal information on the internet?
20
th
Mans, R. Marketingfacts. Consulted on 9 of February 2012.
http://www.marketingfacts.nl/berichten/20100322_cijfers_over_social_media_gebruik_in_nederland/
21
th
Alphenaar, J. W. Power PR. Consulted on 9 of February 2012.
http://www.powerpr.nl/2011/12/hyves-vooral-populair-in-friensland-groningen-en-drenthe/
22
th
Leeuwarder courant. Consulted on 8 of February
2012.http://www.lc.nl/friesland/regio/article13788333.ece/Leeuwarden-krijgt-Social-Media-Club
23
th
Twittergids. Consulted on 14 of February 2012. http://frysk.twittergids.nl/
22
ROUTE 2.0 NEEDS ANALYSIS
6.3. The Tourism Sector
• The Tourism sector in The Netherlands
Tourism is an important economic sector in the Netherlands. Over the year, 11 million foreign
tourists visit the Netherlands and 50% of the Dutch people stay in their own country during the
holidays. Many foreign tourists visit Amsterdam, but the Netherlands has more to offer. This
includes the North sea, the ‘Wadden’ Islands or nature reserves like the ‘Veluwe’ or the
‘Biesbosch’.24
• The Tourism sector in Friesland
Friesland, situated in the northern part of the Netherlands, receives a large group of tourists.
Every year, more than 2 million tourists visit Friesland. The objective of the promotion
campaign is to increase this number by 3% annually. In Friesland, 11% of the people work in
the tourism sector and the sector has a turnover of 1 million a year.25
According to the Central Bureau of Statistics, 11.7% of the total nights spent in the
Netherlands, has been spent in the Northern Netherlands. 49% in Drenthe, 41% in Friesland
and 10% in Groningen.26 Most of the tourists are attracted to this part of the country due to
the scenery. Especially the Frisian lakes are very popular, because of the wide range of
possibilities in water sports and recreation.
Water sports
A large part of the tourism sector in Friesland focuses on water recreation. Due to the large
amount of lakes and canals, people from all over Europe come to Friesland to enjoy the Frisian
watersports. At the moment, 271 marinas are registered in the North of the Netherlands. With
217 marinas in Friesland.27
Professional tourism in Leeuwarden
More and more tourists are interested in Leeuwarden. Not only because of its nice city-center
or its cultural activities, but also because it is suitable for professional tourism. That is why
‘Marketing Leeuwarden’ needed to exert themselves to make Leeuwarden known as ‘city of
professional tourism’.
With 500 hotel rooms and more than 45,000 m2 of exhibition space and the possibility to
organize conferences for up to 8000 people, Leeuwarden has much to offer in this market.
24
Wikipedia. Consulted on 22th of February 2012. http://nl.wikipedia.org/wiki/Toerisme_in_Nederland
OF. Consulted on 22th of February 2012. http://www.of.nl/fryslan-toerisme
26
Haas, M. Huig, P. H. Toerisme in cijfers. Leeuwarden, 2011.
27
Haas, M. Huig, P. H. Toerisme in cijfers. Leeuwarden, 2011.
25
23
ROUTE 2.0 NEEDS ANALYSIS
6.4. ICT and Social networks in the Frisian Tourism Sector
A recent survey of the NBTC (Dutch Bureau of Tourism & Conventions) shows that tourists
intensively use social media to plan and book their holiday. At least half of all the international
guests who visit the Netherlands consult review sites and social networks. The same results for
70% of the Dutch, who also consult those websites. Currently, review sites and social networks
play the largest role in decision making about where to spent the holidays.
Consumers attach importance to the interaction that social media enables. For example the
use of third-party reviews for making decisions about the destination and/or accommodation.
Or sharing holiday experiences on Social Network sites and the contact that can be made with
providers.
Although 90% of companies in the tourism sector recognizes the importance of social media,
the actual use of this tool stays behind. The use of social media and review sites lags behind
consumer demand.
The main reason for not using social media, is the lack of knowledge about social media and
the fear of losing control of the content of the information.28
Even when a tourism business uses some form of social media, it generally only sends out
information. There is no matter of interaction. These businesses have no chance of success
among the users of social media. Consumers want to interact with the businesses in the
tourism sector.
The demand for help and support is definitely there. In case of companies which are not yet
active, there is a demand for support on the technical side. They need help with the concrete
tools and technical support. On the other hand, the companies which are already active in the
field of social media, also need help. They need advice about the use of social media and they
would like to see something like a platform for the exchange of knowledge about this subject.
To conclude:
Consumers use social media a lot, and let their decisions be influences by it. From this you can
conclude that businesses in the tourism sector which have the latest online booking facilities
and use social media, have an advantage over their colleagues that do not offer this.29
28
th
Irclay. The future of Social media. Consulted on 15 of February
2012.http://irclay.hubpages.com/hub/The-Future-of-Social-Media-for-Hotel-Marketing-Travel-andTourism
29
Plat, F. Klantinteractie kenniscentrum. Consulted on 15th of February 2012.
http://www.klantinteractiekenniscentrum.nl/artikelen/831/1/Internet-en-social-media-steedsbelangrijker-voor-toerisme-/Pagina1.html
24
ROUTE 2.0 NEEDS ANALYSIS
6.5. Results of the Regional Needs Analysis
• Current use and knowledge of web 2.0 tools in the participant organisations
Eight of the respondents have a business in the accommodation sector, eight in leisure &
culture and three in the information sector. The interviewed employees mostly have more
than 10 years of experience in this field. All companies are SMEs, most of them have less than
10 employees. Mostly, these employees have a VET or Bachelor degree, and follow training
courses on a regular base.
These courses are for example theoretical courses, social skills or company first-aid. Many
companies do not have a marketing manager, and if they have one, the marketing managers
have various educations.
All of the respondents have a website. Often, it is even possible to make a reservation or to
order a product. Payment, on the other hand, is more difficult. Only 13 percent of the
companies offer that extra service online.
The most successful aspect of their websites is the user-friendliness and the convenience of
the organization. Organizations would like to improve their internet sales by being more
oriented towards their target group.
Most companies focus on families aged between 25 and 45. Most of the customers come from
the Northern-Netherlands and have an average income level.
• Use of Social networks
Of the respondents, nine are owners, three are marketing managers and seven have another
position. Of the 19 respondents, 12 are already active in the field of social media. Two of the
companies currently follow a course because now, they do not know how to use social media.
Five of the respondents do not use social media because they do not have time for it or
because they are not yet caught up in this subject.
Do you use Social Networks
for promotion? If not, why…
11%
Yes
26%
No
63%
Not Yet
25
ROUTE 2.0 NEEDS ANALYSIS
• Which Social networks does the company use?
The most used Social Networks by companies in Friesland are Twitter, Facebook and LinkedIn.
Hyves is also popular, but less so than Twitter and Facebook. MySpace, Blogger, WordPress,
Xing and Geocities are known, but not used in these companies.
If so, please state what social
networks does your company use?
Facebook
MySpace
Twitter
Blogger
WordPress
LinkedIn
Xing
Geocities
Other
10
0
11
0
0
5
0
0
2
0
2
4
6
8
10
12
• Demand for training
As you can see in the graph below, a large part of the respondents do not want to follow an
extra training in the field of Social Networks.
71% of the respondents does not want to follow any training in the field of Social Network. The
smaller portion, 29% indicates to need help. The following reasons are given:
Do you consider taking more training in the field of Social Networking management and use of
these communication tools? If so, please indicate what do you need?
- "Yes, I would like to know how to get the attention of people and how to interact with them".
- "Yes, I would like to know how to start and how to maintain the activity on those Social
Networks. It seems like a lot of work to me"’.
- "I want to learn how to prevent any violation of privacy".
- "I want to learn how to implement Social Networks into the policy of the company".
- "Social media in general, what is it and what can you do with it".
- "I would like to learn more about the technical aspect of Social Networks".
26
ROUTE 2.0 NEEDS ANALYSIS
• Opinion about Social Networks
Generally, respondents have a clear opinion about all of the Social Networks. Except a few who
do not yet use Social Networks and are not able to give an opinion. In the graph it is visible that
Facebook, Twitter and LinkedIn are seen as most useful. Facebook and Twitter primarily score
high in ‘Very useful’ and ‘Useful’. None of the respondents find LinkedIn is ‘Useless’ or ‘Very
Useless’. It is noticeable that most of the respondents are unfamiliar with the Social Network
‘MySpace’. What is your opinion about the following Social Networks?
• Community Manager
When we asked the question ‘’Do you know what a community manager is’’, 61% of the
respondents said ‘’Yes’’. The other 39% had never heard of this term.
When taking a look at the question “Does your company have a marketing manager?”, 13 of
the 18 respondents indicated that they do not have a marketing manager in their company.
27
ROUTE 2.0 NEEDS ANALYSIS
Does your company have
a marketing manager?
28%
Yes
72%
No
We can conclude that there is not enough room for this position in SMEs. If there is no room
for a marketing manager (due to multiple factors), there certainly is no room for an even more
specialized community manager.
• Virtual communities
When looking at the results of the question: ‘’What is your opinion about blogs and virtual
communities?’’ it becomes clear that those subjects are fairly unknown in the Netherlands.
The most outstanding fact is that people who do know blogs and virtual communities, find it
useful. This means that this relatively new form of Social Networking has potential. People are
interested and want to know more.
Virtual communities
15
10
5
0
2
5
7
2
0
The results of the question ‘’Does your company use virtual communities as a tool for
benchmarking? If so, please indicate which ones’’ are as follows:
Does your company use
virtual communities as a
tool for benchmarking?
20%
13%
Yes
No
67%
Not Yet
28
ROUTE 2.0 NEEDS ANALYSIS
In this graph you can see that many companies do not use virtual communities as a tool for
benchmarking. Only two of the respondents are active in this field, 3 are not yet active and the
largest part of the companies do not use virtual communities as a tool for benchmarking.
• Opinion about the company
As you can see in the chart below, many companies check the internet to see the opinions
about their company.
Do you watch the opinions
about your company through
chat forums, blogs,…?
39%
61%
Yes
No
• Barriers to use Social Media tools
In a few questions, especially Q20 and Q23, the barriers to use social media tools become
clear. In the list below, all of the reasons are given.
Q20: Do you use social networks for promotion, If not, why not?
Q23: Do you consider you need more training on social networking management and use of these
communication tools? If so, please indicate which do you need?
Why people do not use social media tools:
- People do not know what social media is in general, they want to know what they can do
with it. They feel they do not have enough specific knowledge about it to use it.
- A lot of work in the beginning
- A lot of work to maintain activity and quality
- Technical problems
29
ROUTE 2.0 NEEDS ANALYSIS
Why people think it is difficult to use social media tools:
- How to contact people
- How to interact with people
- How to prevent any violation of privacy
- How to choose between the different Social networks (what fits best within the company)
- How to implement Social Networks into the policy of the company
- Technical aspect; complicated to use
• Conclusions of the results
Of the 19 respondents, 12 are already active in the field of social media. Two of the companies
currently follow a course on this. Five of the respondents do not use Social Networks. Based on
these figures a conclusion can the drawn that the entrepreneurs in the tourism sector in
Friesland already are quite active in the field of social media.
The most used Social Networks by companies in Friesland are Twitter, Facebook, LinkedIn and
the Dutch ‘Hyves’. Facebook, Twitter and LinkedIn are seen as most useful Social network sites.
The largest part of the respondents do not want to follow any training in the field of Social
Networks. A smaller portion indicates that they need help with this subject.
The largest part of the respondents knows the term ‘community manager’, the other 39% did
not. Apparently, there is not enough room for this position in SMEs. If there is no room for a
marketing manager, there certainly is no room for an even more specialized community
manager.
Companies are not active in creating blogs or virtual communities. On the other hand, they do
visit those websites and read the opinions about their company. So, they follow the already
existing websites but do not participate in creating them.
If you take a look at the barriers to use social media tools, a variety of answers are given. In
general, most of the people have problems with the implementation of Social Networks into
the policy of the company. Apart from this, companies also experience difficulties with the
technical aspects, it is sometimes complicated to use. Companies also would like to know how
to prevent any violation of privacy.
30
ROUTE 2.0 NEEDS ANALYSIS
6.6. Conclusions & Recommendations
• Conclusions
Social media is a fast growing field. It is therefore very important for nearly every business field
to take advantage of social media tools as a part of the marketing strategy. These social media
tools make it easier to communicate with customers and prospects. Especially in the tourism
sector, where a lot of potential guests start with an internet research before they book an
accommodation, there is a high potential for the use of social media.
The most important argument in this subject, is that companies that use social media are a lot
stronger in the market than companies that do not use social media. Companies that use social
media are able to promote themselves on the internet with sites like Facebook or Twitter, but
also on review websites. Consumers attach a lot of importance to the interaction that social
media enables. For example the use of third-party reviews for making decisions about the
destination and/or accommodation. In addition to this, review sites and social networks
currently play the largest role in decision making about holidays.
So, it would be fair to say that consumers use social media a lot, and base (at least for some
part) their choice on it. That is why tourism companies which have the latest online booking
facilities and use social media, have an advantage over colleagues that do not.
Currently, companies in the tourism sector want to join the social media hype. A right choice it
seems, because social media could be a positive thing for the companies.
Why using social media in the tourism sector would be a good idea:
-
Promotion; social media is a quick and cheap possibility to promote a company.
Interaction with customers
Potential guests can read reviews and other information about the company
Booking online
Build up a larger clientele
The use of social media can be of high value to the tourism sector. Many social media
platforms can be applied to run a successful marketing campaign with limited resources.
Benefits of using social media are: traceable and reachable target group, cost efficient,
personalization, interaction, knowing customer needs. However, many SME’s do not
understand how to use social media effectively. Barriers to adopting social media into the
marketing strategy are: time, danger of reputation damage, interference with privacy,
overwhelming number of social media platforms.
• Recomendations
After completing this research, we are able to give our recommendations about the use of web
2.0 tools within training courses for tourism in Friesland. According to Business Development
Friesland, the training materials should contain the following aspects.
31
ROUTE 2.0 NEEDS ANALYSIS
At first, we would like to indicate that in general, our companies already are active in the field
of social media. Only a few companies are beginners. That is why we want to split up our
recommendations, because of the differences between already active companies and
companies which are not yet active.
Beginners
For this category, the recommendations are quite short. People want to:
- Know how to start
- Know what social media is in general, what is it and what to do with it
- Know to maintain activity and quality
- Learn about the Technical problems
- Know how to choose between the different Social networks (what fits best within the
company)
Already active companies
The recommendations for this category are more specialized than the recommendations for
the beginners. Companies which already make use of social media do not need a beginners’
course. What they do need is an extra training, concentrated on the following subjects:
- Technical aspect
- Interaction with consumers
- Prevention of violation of privacy, and other threats and risks
- How to implement social networks into the policy of the company
- How to use social media to build up a bigger clientele
- How to implement social networks into the policy of the company
Apart from these practical aspects, in our opinion, the training courses should also contain
information about virtual communities (review sites, blogs etc.). Because that might be the
most important Social Network. As can be found in this report, review sites are important for
companies in the tourist sector. Companies are interested in this subject and would like to
know how to use virtual communities for their company.
Besides focusing on virtual communities, the training course should also contain information
about the safety aspects of social media. A few companies do have concerns about this. Apart
from all of the positive aspects, the training material should also contain information about the
more negative side of social media. This is very important, because with this information,
companies can prevent problems.
32
ROUTE 2.0 NEEDS ANALYSIS
VII. RESULTS OF THE REGIONAL NEEDS ANALYSIS IN CYPRUS
7.1. ICT and Social Networks usage in Cyprus
In order to understand the context within which the tourism sector is operating in Cyprus it is
extremely important to investigate the level of use of ICT and Social Media in the Cypriot
Society. Depending on the level of use by their clients companies and institutions from the
tourism sector can evaluate the benefits of to further engaging themselves in this field.
Especially Social Media can be a powerful instrument in the tourism sector, if exploited
correctly. Most of the people in Cyprus are using them already at different stages, from the
search for information to the booking.
According to the Statistical Service of the Republic of Cyprus' annual survey ‘Information and
Communication Technologies Usage in Households and by Individuals 2011' an increase was
observed in the individuals that used the internet during the first quarter of 2011 in Cyprus,
from 52,2% in 2010 to 56,9% in 2011.
Individuals 16 - 24 years old (94.7%) and students (99.5%) are the more frequent internet
users. This percentage decrease with age since only 7.8% of individuals 65 - 74 years old use
the internet. Men are using the internet more frequently than women with percentage 61.2%
and 54.3% respectively.
The most popular internet activities among Cypriots are finding information about goods or
services, and reading/downloading online newspaper/magazines (84.9% and 63.8% of internet
users respectively).
Internet access in households continues to increase in Cyprus, according to the Statistical
Service of the Republic of Cyprus' annual survey ‘Information and Communication
Technologies Usage in Households and by Individuals 2011'. The internet was accessed at least
once in 57.4% of the households in the first quarter of 2011, compared to 53.7% in 2010.
The main reason for households not having an internet connection was the lack of skills (63.9%
of the households without access to the internet).
58.9% of internet users in Cyprus in 2011 are participating in social networks like facebook,
twitter etc to the same survey.
Over the last years there has been a steady increase in broadband connections in Cyprus and a
simultaneous decrease in narrowband connections (modem, ISDN). 86.6% of the households
with internet access have a broadband connection (DSL) in 2011.
33
ROUTE 2.0 NEEDS ANALYSIS
7.2. Current use of ICT and Social Networks in the Tourism Sector in Cyprus
According to the findings of the Statistical Service of the Republic of Cyprus' annual survey
‘Information and Communication Technologies Usage in Households and by Individuals 2011'
among individuals using the internet, 55.3% are using services related to travel and
accommodation in 2011.
Among individuals using the internet, 15.7 % of persons made online orders for goods and
services in 2011. Approximately half of them order travel arrangements (47.3%).
• Field Work Development
To identify the current use, barriers and needs in the use of Social Media in the tourism sector
an evaluation has been conducted in Cyprus in December 2011 – March 2012. The evaluation
was divided in three steps: a) sending out questionnaires to receive feedback from different
fields of the tourism sector, b) phone interviews with people working in the tourism sector, c)
expert workshop to discuss the current use and barriers to use Social Media more in detail.
▫ Distance consultation
For the distance consultation in Cyprus, First Elements Euroconsultants Ltd has contacted 20
institutions working in the tourism sector in Cyprus. Out of the 20 institutions 8 were from the
accommodation sector, 9 from leisure services and 3 from tourism information sector.
▫ Phone interviews
The distance consultation was followed by more in depth phone interviews with 4 participant
organisations.
▫ Expert Workshop
The expert workshop was held end of March with 3 external experts from the Cyprus Tourism
Association, the Cyprus Hotel Association and the Association of Cyprus Tourist Enterprises.
• Current use and knowledge of web 2.0 tools in the participant organisations
According to the collected data the majority of the participant organisations have a website
and regard it as a powerful tool for their sales. Receiving feedback and devoting more time to
sell are the main factors that could improve their Internet sales.
Do you use Social Networks
for promotion? If not, why…
25%
Yes
No
75%
34
ROUTE 2.0 NEEDS ANALYSIS
Facebook and Twitter are the main social networks used by the participant organisations,
though Facebook is by far the most popular social network which is viewed as powerful
depending on its use. Lindekin is used only by some participants.
If so, please state what social
networks does your company use?
Facebook
MySpace
Twitter
Blogger
WordPress
LinkedIn
Xing
Geocities
Other
17
0
9
0
0
3
0
0
1
0
5
10
15
20
Most of the personnel who work in the tourism sector in Cyprus have received higher
education. The personnel of the participant organisations receive training often mostly on
Information and Communication skills.
Most of the hotels in Cyprus have a marketing manager.
The great majority of those participating in the survey are not aware of what a community
manager is. Very few participants monitor the opinions clients have of their companies
through chat forums, blogs etc.
The majority of participants that are aware of the possibilities given by the use of ICT and
social networks have stated they are interested in receiving more training on both
communication tools. However, there are others that are not aware of the possibilities
therefore they show low interest in receiving training in this field.
Similar conclusions are reached by the expert panel. More precisely:
• Benefits to use Social Media
Those who are familiar with social media they regard them as powerful tools for networking,
for the production of more customer oriented and more customized products, for advertising.
Nonetheless, many participants have expressed the opinion that social media should be
managed with care; otherwise too much information can be chaotic for the recipient.
Furthermore, a substantial number of those participating in the survey have limited awareness
of the benefits offered by these tools for businesses therefore are not in a position to express
an opinion for example regarding the benefits in attracting new costumers, in facilitating
information processing and in receiving feedback from their customers.
35
ROUTE 2.0 NEEDS ANALYSIS
• Barriers to use Social Media
▫ Limited awareness of the possibilities offered by the social media: Though the majority of
the personnel working in the tourism sector in Cyprus is highly educated and use some social
media in their private lives, they are unaware of the possibilities offered for the companies the
y worked for. They are not aware how they can reach their customers more effectively through
Social Media, how they can communicate through them and what is the best way of approachi
ng their potential clients.
▫ Fears of limited Safety: People are concerned as regards data protection when using Social
Media applications. This is also related to companies as they feel uncertain about the security
of Social Media.
▫ Lack of time: Often the small tourism institutions just do not have the time to take care on
additional marketing channels such as Social Media.
• Success factors that encourage the use of Web 2.0 in the tourism sector
It has become evident from the feedback received that the majority of those involved in the
tourism sector are not satisfactorily informed or skilled on how to apply social media for
promoting their businesses. At the same time, a great percentage of them are highly educated
and computer literate which means that with trainings focusing specifically on the use of web
2.0 in their business sector, they will be in a position to apply these tools with great benefits
for their companies.
7.3. Use of Web 2.0 Tools with in Training Courses for Tourism in Cyprus
Following the regional consultation a possible workshop organisation to train people from the
tourism sector in the use of social media focusing specifically on their businesses should
address the following:
▫ Questions related to Social Media such as clear identification of the target group, specific
communication methods, topics to be focused on, the advantages of each social medium and
when it should be used.
▫ Legal questions related to Data protection and Copyrights
It will be important for the participants to identify successful business cases prior coming to
the trainings in order to understand how competitors on a national or international level apply
successfully the social media in promoting their work
36
ROUTE 2.0 NEEDS ANALYSIS
VIII. RESULTS OF THE REGIONAL NEEDS ANALYSIS IN BADEN-WÜRTTEMBERG
8.1. The Use of ICT and Social Media in Germany
An important precondition for an effective use of Social Media in the tourism sector is that the
society as such is already capable to handle and to work with those instruments. This has an
important influence on the necessity of the companies and institutions from the tourism
sector to further engage themselves in this field. Especially Social Media can be a powerful
instrument in the tourism sector, if exploited correctly. Most of the people in Germany are
using them already at different stages, from the search for information to the booking.
From the general ICT and Internet use in Germany the initial position is very good. In 2011 73,3
% of the German population are using the internet regularly.30
According to a recent study of the German Federal Association for Information Technology,
Telecommunications and New Media (BITKOM 2011; Zweite, erweiterte Studie 12/2011)31, the
situation concerning the use of Social Media in Germany in 2011 was the following: 74% of the
Internet users was registered to a Social Network, 66% from them defined them as active user.
Some differences can be noticed according to the age: referring to people from 14 to 29 years
old, the percentage of active users rises until 85%.
The sex of the users also seems to be relevant: 71% of women show that they are more willing
to use Social Media actively than man as only 61% of them are currently active Social Media
user.
The different variety of existing Social Media allows the user to choose between them or to
join more than one: the report of BITKOM shows that, on average, active users are registered
to 2,3 different Social Networks. This number raises to 2,5 if we consider just people under 30
years old.
Facebook appears to be the most popular Social Media, with a share of 45% active users.
Again, the percentage rises to 67% from 14 to 29 years old. 59% of the active users visit the
favourite Social Network daily. Whereas Microblogging tools such as Twitter is only used
actively by 3%.
Although most of the people still access Social Networks from PCs or laptops (71% and 69%),
2011 shows a clear raise in the use of smartphones (22%) and tablets (7%).32
Particularly evident is the raise in the use of the mobile broadband, which replaces the landline
broadband connection.
30
ARD/ZDF-Onlinestudie 2011, http://www.ard-zdf-onlinestudie.de/index.php?id=onlinenutzungprozen0
BITKOM 2011; „Soziale Netzwerke - Zweite, erweiterte Studie 12/2011;
http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke_zweite_Befragung.pdf
32
BITKOM 2011, “Überall sozial vernetzt”; http://www.bitkom.org/de/markt_statistik/64018_70783.aspx
31
37
ROUTE 2.0 NEEDS ANALYSIS
Statistics from BITKOM also show how especially young community members are using Social
Media as a tool to access information. 34% of people between 14 and 29 years and 23-24% in
the other age range use this possibility. Information that must be considered also as a
communication tool with firms: 14% uses Social Media also to collect information about
brands and products. (“Soziale Netzwerke - zweite erweiterte Studie”, BITKOM, 2011, p.6).33
8.2. Status on the use of Social Media and Internet related to Tourism
BITKOM researches help to have an overview of the situation from the point of view of the
private users, where booking also appears to be always more connected with ICT and Social
Media. Comparing the data from 2009 with those of 2011, it appears clearly: in 2011 31
millions of Germans booked their holidays in the Internet. In 2009 they were just 16 millions.
The most booked items are flight tickets and overnights: the people who bought flight tickets
online increased from 16 to 19 million from 2009 to 2011, while the number of people who
booked a hotel room increased from 13 to 15 million, according to two researches of
BITKOM.34 35
Train tickets, car rental and all-inclusive have been sold online to 13 (train ticket) and 9,6 (both
car rental and all-inclusive) millions of people.
There is no meaningful difference between men and women, but the age appears to be
relevant: particularly willing to book online are people between 30 and 64 years old. Under the
average is, on the opposite, the Internet-generation, composed by people from 14 to 29 years
old.36
The TOUROM-Studie 2011 “Social Media in der Reisebranche” 37, conducted by Touristik
Consulting, analyses the use of Social Media in tourism companies both concerning the use of
the firm itself and concerning the use of the employees working in the tourism sector. As
regards the employees, 91% of the interviewees stated that through Social Media they
accessed useful information that they would not have received in other ways. More than twothirds of the interviewees are connected to other companies from the tourism sector through
Social Media and receive relevant news for their jobs through those channels.38
33
BITKOM 2011, “Soziale Netzwerke – Zweite, erweiterte Studie”;
http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke_zweite_Befragung.p
df
34
BITKOM 2009, “16 Millionen Deutsche buchen Reisen im Web“ ;
http://www.bitkom.org/files/documents/BITKOM_Presseinfo_Reisebuchung_12_03_2009.pdf
35
BITKOM 9 March 2011, “31 Millionen Deutsche buchen Reisen im Web“;
http://www.bitkom.org/de/presse/70851_67230.aspx
36
Ibid.
37
Michael Faber Touristik Consulting (2011), TOUROM-Studie 2011: Social Media in der Reisebranche –
Highlights; http://www.touristikconsulting.de/download/TOUROM_Studie_2011_Highlights.pdf
38
Ibid., slide 15
38
ROUTE 2.0 NEEDS ANALYSIS
According to the results of the TOUROM analysis on how companies in the tourism sector use
Social Media, Facebook is the most used Social Media instrument (48%), followed by Twitter
(33%) and Google Places (23%). But these instruments are not fully exploited: just 38% of the
websites have a link to the Facebook page and also the connection to other Social Media
channels appears to be very weak. Not all the functions available are then fully exploited, for
example just 23% of the companies interviewed state to use the Event function on Facebook.
As regards the communication through Social Media, companies from the tourism sector
consider travel reports, company news, special offers, contests for fans and competitions as
the most interesting content for the customer.39
Just 15% of the interviewees state to monitor Social Media and just in few cases professional
support that would enable more effective monitoring, is involved. 71% of the interviewees also
state not to have an effective Social media strategy, and on average just 8,9% of the budget is
used for Social Media.40
The statistics also illustrate that if on one side the users are already using Social Media to
collect information and organise their travels, on the other hand companies and institutions
from the tourism sector are still missing a true strategy to reach the tourists. The users are
then ready to take advantage of an offer which is not that broadly available yet.
8.3. Current use of Social Media in the Tourism Sector in Baden-Württemberg
To identify the current use, barriers and needs in the use of Social Media in the tourism sector
an evaluation has been conducted in Baden-Württemberg from December 2011 – March 2012.
The evaluation was divided in three steps: a) sending out questionnaires to receive feedback
from different fields of the tourism sector, b) phone interviews with people working in the
tourism sector, c) expert workshop to discuss the current use and barriers to use Social Media
more in detail.
▫ Distance consultation
For the distance consultation in Baden-Württemberg MFG Baden-Württemberg has contacted
106 institutions working in the tourism sector in Baden-Württemberg at the beginning of
December 2011 by a questionnaire sent via email. Out of the 106 institutions 31 were from the
accommodation sector, 40 from leisure services and 35 from tourism information sector. 2
institutions from the leisure service sector and 5 institutions from the tourism information
sector sent the filled in questionnaire back.
39
Michael Faber Touristik Consulting (2011), TOUROM-Studie 2011: Social Media in der Reisebranche –
Highlights; http://www.touristikconsulting.de/download/TOUROM_Studie_2011_Highlights.pdf, slide
23
40
Ibid., slide 14
39
ROUTE 2.0 NEEDS ANALYSIS
▫ Phone interviews
The distance consultation was followed by more in depth phone interviews with
representatives from information (Tourismus Marketing GmbH Baden-Württemberg), from
companies representative (Chamber of Commerce and Industry Stuttgart), from the education
and companies side (Chamber of Commerce and Industry Northern Black Forest/ IHK
Tourismus Akademie). Those interviews were conducted in January 2012.
▫ Expert Workshop
The expert workshop was held in Stuttgart in March 2012 with five external experts from
Tourismus Marketing GmbH Baden-Württemberg and Stuttgart Marketing GmbH. Both
institutions are representing regions as well as companies from the tourism sector.
Within this whole consultation process the following status quo concerning the use of social
media, the needs to improve this use and barriers not to use social media has been identified
in Baden-Württemberg:
• Barriers to use Social Media
▫ Lack of digital literacy: The lack of digital literacy is a big issue for the people working in
the tourism sector in Baden-Württemberg. Often people still do not feel that comfortable to
work with Social Media or still have difficulties to work with the internet as such. Thus they do
not see any benefit and necessity at all to start using Social Media.
▫ Safety: People are concerned as regards data protection when using Social Media
applications. This is also related to companies as they feel uncertain about the security of
Social Media.
▫ Lack of confidence: Companies, employers often block Social Media in their system as
they do not rely on their employees. This implicates that the employees cannot start testing
how to use Social Media in their business context.
▫ Lack of time: Often the small tourism institutions just do not have the time to take care
on additional marketing channels such as Social Media. Those who can afford it subcontract
this task to an external service provider.
▫ Lack of awareness on the benefits: Institutions often still do not know
a) how to reach their customer more effectively through Social Media
b) what to communicate through web 2.0 channels
c) what to offer when communicating through Social Media
40
ROUTE 2.0 NEEDS ANALYSIS
▫ Lack of Social Media Strategy: People do not know how and what they should
communicate through Social Media. Using Social Media is not done just by setting up a Twitter
channel or a Facebook account the management board also has to be aware that it requires
additional resources. It has to be organised in an organisation which person has to take care on
which topic. Often one person is responsible for communication but does not know the topics
in that detail which can affect the Social Media communication.
• Benefits to use Social Media
Due to the lack of knowledge on how to use Social Media most are still not aware of the
concrete benefits those channels are offering them, such as the chance
▫ to speed up information processing
▫ to attract new customers
▫ to disseminate additional information
▫ to receive direct feedback from their customers on the service
▫ to observe what the competitors are doing
▫ to increase the search engine optimisation (SEO)
▫ to address the customer, target group more directly – “push function”
▫ to receive marketing support for free when other Social Media users reference to
your post which again speed up and broaden information processing – “virality”
▫ to communicate more authentic
• General success factors for effective Social Media usage
To ensure an effective Social Media usage the following success factors were identified
throughout the regional analysis in Baden-Württemberg:
▫ Selection of interesting topics to be promoted through Social Media channels, selection of
topics which can easily be covered by your organisation
▫ Communicating interesting information, good pictures, short movies etc.
▫ Development of personal feeling what is interesting for the target group
▫ Offering tailored trainings demonstrating how effective communication through Social Media
channels works
8.4. Possible Workshop Organisation
Following the regional consultation a possible workshop organisation to train people from the
tourism sector in the use of social media could be:
41
ROUTE 2.0 NEEDS ANALYSIS
a) Addressing people with little digital literacy skills
▫ General introduction into the different digital media channels within a one day
face-to-face training
 What is a website? How can you use this medium to communicate with, to inform
your target group?
 What is Social Media as such?
 What is Facebook, Twitter, Flickr, Blog and how can you use those media for
communication and marketing reasons?
 Step-by-Step introduction
▫ Online follow-up phase within which the participants can start using Social Media on their
own but still have the possibility to ask the trainer for a feedback online. This whole
procedure will promote the participants’ digital literacy.
b) Addressing people with Social Media knowledge
▫ Generally this training course should be more strategic oriented and more interactive e.g.
 Questions related to Social Media:
What is my target group?
What can I communicate?
Which topic should I focus on?
What is the correct writing style in Social Media?
Which Social Media channel can be used for which reason?
 Legal questions:
Data protection
Copyrights
 One scenario could be: Participant must set up a Facebook account before the
face-to-face training starts, during the training he/she sets up an additional account
for his work and learns how to link both accounts, what he/she has to respect not to
mix up working with both accounts, which information can be published, how to
write those news etc.
▫ Also this one day face-to-face course should be a blended learning scenario to allow the
participants to further elaborate and exchange the imparted knowledge during an online
phase.
42
ROUTE 2.0 NEEDS ANALYSIS
IX. COMMON SWOT
• Strenghts
- Social networks have been settled heavily in the entire population.
- High presence of corporate websites in the tourism sector.
- Cost efficient marketing tool.
- Easy customization and content adaptation.
- Companies that use Social Media are a lot stronger than companies that don't use it.
- Quick communication with users.
• Weaknesses
- SMEs don't have a specialist Community Manager.
- Companies make limited use of benchmarking through Social networks.
- Lack of knowledge on multiple Social networks.
- Companies make little use of blogging and specialized virtual communities.
- Users don't answer too much to messages on Social networks.
- Tourism sector SMEs is already at the head of using Social networks.
- Social networks are focused on people but no so much on products and services.
- Limited awareness of the possibilities offered by the Social Media.
• Opportunities
- Connectivity between website and Social networking.
- Many options in Social Media: YouTube, LinkedIn, …
- Access to new targets.
- High growth in the use of mobile devices for Social networking.
- Face-to-face marketing.
- Viral marketing.
- Access to new geographical markets.
- Outsourcing this service.
• Threats
- Many SMEs consider unprofitable time spent on Social networks.
- Lack of digital literacy.
- Employees and entrepreneurs don't see the need for more training in Social Media.
- Lack of systematic and routine activities for maintaining communication through Social
networks.
- Doubts about personal privacy and data protection.
- There is no control over the messages of the users.
- Companies become overwhelmed by the large number of Social networks.
43
ROUTE 2.0 NEEDS ANALYSIS
X. COMMON KEY NEEDS IDENTIFIED
Following the various analyzes carried out from data collected based on data collected from
both the fieldwork as from secondary sources, we have drawn the following common needs of
all regions involved.
Awareness raising
SMEs are still not aware of the real opportunities offered by Social Media to companies. It is
especially necessary awareness raising in this regard to small businesses and freelancers to
ensure progress on innovation and competitiveness of European enterprises. In addition, many
companies block access to Social networks of their employees, which prevents the use of this
media as a tool.
Appropriate methodology
Tourism companies consider training available as inadequate to their needs. They propose to
change the way of delivering the training, making it more practical and focused on the
characteristics of their own businesses. They also want training where appropriate means are
used to enable compatibility with the working day and also attractive.
Technical contents
Companies still believe they don't have all the knowledge needed to use the different tools
offered by Social networks.
Transversal contents
Companies require different skills to apply them to Social networks. This includes: marketing,
advertising, design, communication, legislation, …
44
ROUTE 2.0 NEEDS ANALYSIS
XI. CONCLUSIONS AND RECOMMENDATIONS FOR THE ROUTE 2.0 TRAINING
Following the needs identified, we made several recommendations but are not exhaustive.
These recommendations should be applied to the training contents but must also be done by
testing and evaluating the results later to get as close as possible to the real environment.
• Awareness raising
▫ Promoting the importance of ICT and Social networks in all tourism forums.
▫ Establishment of awareness workshops eminently practical for this topic.
▫ Case studying of best practices.
▫ Awareness focused on both employer as worker.
▫ Awareness raising aimed towards profitability by obtaining concrete and measurable
results.
• Methodology
▫ Orientation of training to specific results.
▫ Guidance for trainers to the coaching.
▫ Use of audiovisual media in the training.
▫ Using different degrees of knowledge in the training activities to involve users get more
advanced.
▫ Guidance on benchmarking in the target market, specially about virtual communities.
▫ Classroom sessions for the presentation and initial works.
▫ Availability of highly specialized training pills.
• Transversal Contents
▫ Social Media as marketing tool for SMEs.
▫ Time and Process management in the use of Social networks.
▫ Communication skills for the company in Social networks.
▫ Graphic design for marketing in Social networks.
▫ Brand image: Positioning our company.
▫ Marketing and Advertising: Advertising Campaigns on Social networks.
▫ Feedback: How to obtain and take advantage with the feedback from our customers on
Social networks.
▫ Feedback: Loyalty on Social networks.
▫ Contents: What and How to generate news and content to Social networks.
▫ Creating cross-selling by tourism SMEs through Social networks.
▫ Tourism-focused communities.
▫ Target audience: How to target messages to get results.
▫ Problems: How to manage messages that damage our image.
▫ Virality: How to exploit communication on Social networks.
▫ Feeling: the emotional factor in the marketing.
▫ Language: How to communicate properly in Social networks.
▫ Cycle trip: Looking, deciding, staying, consuming, feeling, walking, remembering.
45
ROUTE 2.0 NEEDS ANALYSIS
• Technical Contents
▫ Conectivity: Automatic linking between websites and Social networks.
▫ Social Media tools: geographic positioning, videos, photos, …
▫ Legality: Data protection and personal privacy in Social networks.
▫ Measurement: Monitoring impact on Social networks.
▫ Characteristics of the various Social Media.
▫ Online integrated communication platform: Website, Blog, Communities and Social
Networks.
▫ SEO: Search engine optimisation.
46
ROUTE 2.0 NEEDS ANALYSIS
ANNEX I. REFERENCES
Social Networks / Blogs Now Account for One in Every Four and a Half Minutes Online.
Nielsen, 2010.
http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/
Europe Digital Year in Review 2010.
ComScore, 2011.
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Europe_Digital_Year_in_Review
European Social Media and Email Marketing.
eCircle, 2011.
http://www.ecircle.com/en/resource-centre/studies/social-media-2010/lp-social-media-study.html
World Map of Social Networks.
Alexa & Google Trends for Websites, December 2011.
http://vincos.it/world-map-of-social-networks/
References for Spanish Analysis
Blogs Now Account for One in Every Four and a Half Minutes Online.
Nielsen, 2010.
http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/
Las redes sociales en Internet.
Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información, Diciembre 2011.
http://www.osimga.org/export/sites/osimga/gl/documentos/d/20111201_ontsi_redes_sociais.pdf
III Estudio sobre Redes Sociales en Internet.
Interactive Advertising Bureau Spain / Elogia Marketing Singular, Noviembre 2011.
http://www.slideshare.net/IAB_Spain/iii-estudio-sobre-redes-sociales-en-internet?ref=
Informe de resultados Observatorio de Redes Sociales. 3ª oleada, 2011.
The Cocktail Analysis, Febrero 2011.
http://www.slideshare.net/TCAnalysis/tca-observatorio-redes-sociales2011publico
Las Redes Sociales en Internet.
Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información, Diciembre 2011.
http://www.osimga.org/export/sites/osimga/gl/documentos/d/20111201_ontsi_redes_sociais.pdf
European Social Technographics Revealed. How Europeans are adopting social technologies.
Forrester Research Inc, February 2008.
http://www.samsa.fr/wp-content/uploads/2008/08/social-technology-report.pdf
Socialbakers Social Media Report of Facebook pages in Spain.
Socialbakers, November 2012.
http://4.bp.blogspot.com/-2FgspMQ09TM/Ts6CBLbruWI/AAAAAAAAR0w/HBCQ4ujvxRA/s1600/es-nov2011.png
Informe ePyme 2011. Análisis Sectorial de implantación de las TIC en la PYME española.
MITYC & Fundetec, 2012.
http://ithotelero.com/sites/default/files/image/Proyectos/Innovaci%C3%B3n/Informe%20e-pyme%2020092010/informe_epyme_2011.pdf
47
ROUTE 2.0 NEEDS ANALYSIS
References for Dutch Analysis
Young entrepreneur.
Blotenburg, S. Consulted on 3th February 2012.
http://fd.nl/entrepreneur/young-entrepreneur/973969-1201/nederland-voorop-in-gebruik-social-media
Marketingfacts.
Roekel, E. Consulted on 3th February 2012.
http://www.marketingfacts.nl/berichten/gebruik_social_media_in_nederland_volgens_forrester/
Social Media Monitor.
Kloos, M. Consulted on 23th of February.
http://www.socialmediamonitor.nl/Social-Media-Monitor-4.pdf
NOS.
Consulted on 13th February 2012.
http://nos.nl/artikel/244458-mobieltjes-zijn-probleem-in-de-klas.html
Computeridee.
Consulted on 6th February 2012.
http://www.computeridee.nl/nieuws/web-20-nog-niet-bekend-nederland-maar
PowerPR.
Alphenaar, J. W. Consulted on 9th of February 2012.
http://www.powerpr.nl/2011/12/hyves-vooral-populair-in-friensland-groningen-en-drenthe/
Marketingfacts.
Alphenaar, J. W. Consulted on 9th of February 2012.
http://www.marketingfacts.nl/berichten/20100917_social_media_in_nederland_cijfers_en_feiten
Marketingfacts.
Mans, R. Consulted on 9th of February 2012.
http://www.marketingfacts.nl/berichten/20100322_cijfers_over_social_media_gebruik_in_nederland/
Power PR.
Alphenaar, J. W. Consulted on 9th of February 2012.
http://www.powerpr.nl/2011/12/hyves-vooral-populair-in-friensland-groningen-en-drenthe/
Leeuwarder courant.
Consulted on 8th of February 2012.
http://www.lc.nl/friesland/regio/article13788333.ece/Leeuwarden-krijgt-Social-Media-Club
Twittergids.
Consulted on 14th of February 2012.
http://frysk.twittergids.nl/
Wikipedia.
Consulted on 22th of February 2012.
http://nl.wikipedia.org/wiki/Toerisme_in_Nederland
OF.
Consulted on 22th of February 2012.
http://www.of.nl/fryslan-toerisme
48
ROUTE 2.0 NEEDS ANALYSIS
Toerisme in cijfers.
Haas, M. Huig, P. H. Leeuwarden, 2011.
Toerisme in cijfers.
Haas, M. Huig, P. H. Leeuwarden, 2011.
The future of Social media.
Irclay. Consulted on 15th of February 2012.
http://irclay.hubpages.com/hub/The-Future-of-Social-Media-for-Hotel-Marketing-Travel-and-Tourism
Klantinteractie kenniscentrum.
Plat, F. Consulted on 15th of February 2012.
http://www.klantinteractiekenniscentrum.nl/artikelen/831/1/Internet-en-social-media-steeds-belangrijker-voortoerisme-/Pagina1.html
References for German Analysis
ARD/ZDF-Onlinestudie 2011,
http://www.ard-zdf-onlinestudie.de/index.php?id=onlinenutzungprozen0
16 Millionen Deutsche buchen Reisen im Web
BITKOM 2009
http://www.bitkom.org/files/documents/BITKOM_Presseinfo_Reisebuchung_12_03_2009.pdf
Überall sozial vernetzt
BITKOM 2011
http://www.bitkom.org/files/documents/BITKOM-Presseinfo_Soziale_Netzwerke_mobil_22_12_2011.pdf
Soziale Netzwerke - zweite erweiterte Studie
BITKOM 2011
http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke_zweite_Befragung.pdf
31 Millionen Deutsche buchen Reisen im Web
BITKOM 2011
http://www.bitkom.org/files/documents/BITKOM_PI_Online-Buchungen_Reisen_und_Urlaub_09_03_2011.pdf
TOUROM-Studie 2011: Social Media in der Reisebranche –Highlights
Michael Faber Touristik Consulting (2011)
http://www.touristikconsulting.de/download/TOUROM_Studie_2011_Highlights.pdf
References for Cypriot Analysis
Information and Communication Technologies Usage in Households and Individuals 2011
Statistical Service of the Republic of Cyprus, annual survey
Information and Communication Technologies Usage in Business
Statistical Service of the Republic of Cyprus' annual survey
Internet World Stats
http://www.internetworldstats.com/europa.htm
49
ROUTE 2.0 NEEDS ANALYSIS
New Media Trend Watch
http://www.newmediatrendwatch.com/markets-by-country/10-europe/41-cyprus
Nation Master
http://www.nationmaster.com/country/cy-cyprus/int-internet
Economy Watch
http://www.economywatch.com/economic-statistics/Cyprus/Internet_Statistics/
50
ROUTE 2.0 NEEDS ANALYSIS
ANNEX II. BEST PRACTICES
The following link list shall give an overview of existing best practices of how tourism
institutions can use social media effectively to promote themselves and to communicate
better with their customers.
Best practices in Extremadura
• Accommodations
▫ Légola
http://www.facebook.com/profile.php?id=100003290139956&ref=pb
http://alberguevilluercas.blogspot.com
▫ Balneario de Alange
http://www.facebook.com/profile.php?id=100001152616237&ref=pb
▫ Hotel Huerta Honda
http://www.facebook.com/hhuertahonda?ref=pb
http://huertahonda.blogspot.com.es/
▫ Hotel Las Bóvedas
http://twitter.com/#!/HotelLasBovedas
http://pinterest.com/hotellasbovedas/
http://www.facebook.com/hotellasbovedas?ref=pb
• Restaurants & Pubs
▫ Mi Vida Lola
https://www.facebook.com/mividalola
▫ Aldebarán
http://www.facebook.com/profile.php?id=100001349048760
▫ Baldoria
http://www.facebook.com/baldoria.restauranteitaliano/info
▫ Café-Pub Liverpool
http://www.facebook.com/profile.php?id=100003222292444&ref=pb
▫ Capitán Haddock
http://www.facebook.com/profile.php?id=100003528660983&ref=pb
▫ Duffin Dagels
http://www.facebook.com/profile.php?id=100002434463137&ref=pb
http://duffindagelsbadajoz.blogspot.com.es/
▫ La Bodega
http://www.facebook.com/profile.php?id=100003164929359&ref=pb
http://twitter.com/#!/labodegacafebar
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ROUTE 2.0 NEEDS ANALYSIS
• Leisure and information
▫ Lusiberia
https://www.facebook.com/lusiberia
http://twitter.com/#!/lusiberia
▫ Karting Talavera
http://www.facebook.com/profile.php?id=100003199176130&ref=pb
▫ Disfruta Extremadura
http://www.facebook.com/disfrutaextremadura
http://twitter.com/#!/DExtremad
https://es.foursquare.com/dextremad
http://www.flickr.com/people/59753792@N06/
http://www.youtube.com/user/DisfrutaExtremadura?feature=mhum
http://disfrutaextremadura.wordpress.com/
▫ Museo Carnaval de Badajoz
https://www.facebook.com/people/Museo-Carnaval-de-Badajoz/100000865396993
▫ Oficina de Turismo de Almendralejo
http://www.facebook.com/odealmendralejo?ref=pb
▫ Oficina de Turismo de Badajoz
http://www.facebook.com/turismobadajoz?sk=wall
Best practices in Friesland
▫ Heineken
http://heineken-pilsener.hyves.nl/
https://www.facebook.com/heineken
http://twitter.com/#!/heineken
▫ Hema
https://www.facebook.com/hema
▫ ABN AMRO
http://twitter.com/#!/ABNAMRO
https://www.facebook.com/abnamro
Best practices in Baden-Württemberg
• Regions and cities
▫ Stuttgart
http://www.stuttgart-tourist.de/index
▫ Baiersbronn
http://www.facebook.com/pages/Baiersbronn-im-Schwarzwald/116240525054773
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ROUTE 2.0 NEEDS ANALYSIS
▫ Region Hochschwarzwald
http://www.facebook.com/hochschwarzwald
http://twitter.com/hochschwarzwald
http://www.flickr.com/photos/hochschwarzwald
http://www.youtube.com/user/HochschwarzwaldTV
▫ Heidelberg
http://www.heidelberg.de
▫ Tourismus Marketing GmbH Baden-Württemberg
http://www.facebook.com/pages/Wir-sind-S%C3%BCden/189162484437324
• Accommodations
▫ Hotel Bareiss
http://www.facebook.com/hotelbareiss
▫ Traube Tonbach
http://www.facebook.com/traubetonbach?v=app_133049673371940&ref=ts
▫ Landhotel Talblick
http://twitter.com/Zauberhaftchen
http://de-de.facebook.com/pages/Landhotel-TalblickS/154935794547936
• Leisure
▫ Palais Thermale, Bad Wildbad
http://www.facebook.com/palais.thermal
▫ Europapark Rust
http://www.europapark.com
Best practices in Cyprus
▫ Caraffa Bastione
http://www.facebook.com/caraffabastione
▫ Royiatiko Hotel
http://www.facebook.com/#!/pages/ROYIATIKO-HOTEL-NICOSIA/213534133342
▫ Amathus Hotels
http://www.facebook.com/#!/amathushotels
▫ Satyriko Theatre
http://www.facebook.com/rialtotheatre#!/profile.php?id=1690161852
▫ Taxidiamprosta
http://www.facebook.com/rialtotheatre#!/taxidiamprosta
▫ Scarabeo
http://www.scarabeoisland.com
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