It provides a number of examples of companies achieving returns from social media… but also makes the point that customer focussed companies need to take it seriously. One slide stands out: What is the ROI on your phone?

Of course we need to watch marketing spend, but tourism businesses in particular need to recognise they’re not providing rooms, or meals, or a fun afternoon. First and foremost they’re providing customer service and an amazing customer experience. The product and service features very important, but secondary.

Here’s the video.

www.youtube.com/watch?v=ypmfs3z8esI

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