PROGRAMME
8:30 - 9:00 Welcome
9:00 - 9:45 Overview of social media: What? Who? When? Where?
  Presented by Hilary C. Murphy, Professor and Researcher, Ecole hôtelière de Lausanne
This workshop will review different social media outlets in order to better understand how they operate and how they have evolved. In this workshop you will get a better understanding of this new media environment (based on recent research undertaken by HES-SO, LHR & Valais, & Strathclyde University )
9:45 - 10:30 Why do consumers use Social media?
  Presented by Hilary C. Murphy & Samad Laaroussi , Professors and Researchers, Ecole hôtelière de Lausanne
As a participant you will have the opportunity to understand motivations/drivers of the use of social media by customers and to identify the business opportunities and impacts of social media on the value creation for your company.
10:30 - 11:00 Coffee Break
11:00- 12:00 Promises and Pitfalls of Social Networking
  Presented by Eric R. Spangenberg, Dean of the College of Business at Washington State University in Pullman, Washington and David C. Knuff, Assistant Professor of Marketing, Oregon State University-Cascades, Bend, OR
As millions of people engage in digital networking activities, many businesses seek to take advantage of the rising popularity of social media. Such consumer activity presents tantalizing opportunities for businesses in the service industry. For example, offers can be tailored and efficiently delivered to targeted audiences in real time, companies can easily solicit customer feedback, and customers may even effectively advertise for a firm. The promise of social networking to the service industry, however, carries risks that are often not considered as the tools are enthusiastically embraced by companies. Misguided strategies can hinder a company’s ability to wield the potential power offered by social media. As a jumping off point for discussion, we raise some of the potential pitfalls of embracing social networking lacking appropriate wariness, e.g. metrics, lack of focus, and lack of presence.
12:00 - 13:30 Lunch at the Berceau des Sens
13:30 – 14:30 How to make social media work to your advantage?
  Presented by Farhan Lalj, European Marketing Operations Manager, Yahoo
This presentation investigates and demonstrates at “What works, What doesn’t and Why” in social networks with a particular discussion that reviews the importance of; trust, transparency, tools, benefits and money
14:30 - 15:30 Technological solutions for customer? Information tracking on social media channels
  Presented by François Rüf, CEO of Netbreeze & Roland Schegg, professor and head of the Tourism Management Unit at the University of Applied Sciences Western Switzerland Valais
"Hospitality get's Social", A Case Study on the Use of New Web-based Business Intelligence Solutions at Best Western Switzerland
All stakeholders in today’s economy are strongly influenced by the new information and communication technologies and especially the social media. But what are the opportunities and risk behind Twitter, TripAdvisor or Facebook for the hospitality industry? Today, knowing how to listen and to interact with (potential) customers has become a core asset of modern enterprises and social media are relevant in all domains of management.
NetBreeze a leading company in the field of Web Intelligence from Dübendorf (ZH) has worked together with HES-SO Valais on a show case in hospitality. The workshop will show how web monitoring solutions can be used in this sector, what results can be expected and how information from social media can profit an organisation like Best Western in terms of marketing research and other fields.
15:30 - 15:45 Coffee Break
15:45 - 17:15 Success stories of companies adopting social media
  • HOW SOCIAL MEDIA LAUNCHED CITIZEN M AND KEEPS IT CONNECTED TO CUSTOMERS, presented by Lennert de Jong, Director of Distribution and Business Development, CitizenM hotels
• SECRETS OF LUXURY BRANDS CREATING COMPELLING ONLINE CUSTOMER EXPERIENCE THROUGH EFFECTIVE SOCIAL MEDIA STRATEGIES, presented by David Sadigh, Co-founder of IC-Agency
17:15 - 17:45 Closing session: Social media: What’s next?
  Presented by Farhan Lalj, European Marketing Operations Manager, Yahoo
This interactive session will wrap-up the different contributions of the day and will make you think about what’s coming in the future beyond current social media channels. These subjects will be supported by the results of an experiment led by professors and students from EHL on social media.
From 17:45 Apéritif
  Please note that the programme is subject to changes.