THE FUTURE OF DESTINATION MARKETINGWhy all marketing is social marketing                             Anna Pollock         ...
THE FUTURE OF DESTINATION MARKETINGWhy all marketing is e‐marketing                             Anna Pollock              ...
My Purpose Today               To help you survive the next                decade               From the Five Ps to Five C...
Your Survival depends on: 1. Being Relevant  and Effective Reducing the PAIN!
If the Destination Management   Company does not reduce the        pain experienced by      guest, supplier or host,      ...
Who’s Pain?              Supplier               Members              Customers              Guests              Host      ...
What pain exists for Guests?                       Risk                      Unique experience                      Planni...
What pain exists for the Supplier?    Suppliers sell just one element   Distribution costs are high    (25‐40%)   The prod...
Access Proliferation    •   Video games                     •   Radio        •   Satellite Radio    •   Email             ...
More New Channels                      14,463,346 auctions                    www.ebay.com 21 Nov 2006                    ...
What pain exists for the Host?    Politicians want re‐   election   They want people    talking about them   They want peo...
But Survival also depends on:  2. Understanding the world you live in Harnessing the Change Drivers
Human organizations are slow to changeEvidence that the old model still being used   Our organization structures  Our lang...
From Heirarchies
From Functional Boxes
To Networked Teams
From Value Chains
To Value Networks - Ecosystems
To Value Networks - Ecosystems               Host Community                 AgentsProviders                         GUEST ...
Me and My
Back to Familiar Ground!       Marketing How Far We’ve Come!
Marketing: A Quick History      1930-1960s      •ONE TO MANY       •Products Pushed at Targets      •Blitz campaigns throu...
Marketing: A Quick History                1960-1990               •ONE TO FEW                •Beginning of individualism  ...
Marketing: A Quick History                    1990-2000                   •ONE TO ONE                    •Customer Relatio...
Marketing: A Quick History                      BUT DID ANYTHING                        REALLY CHANGE?                    ...
the Millennium Bug didn’t strike but   SHIFT HAPPENED!
Marketing: A Quick History
So What Happened? Information & Choice Overload                                35
So What Happened? Information & Choice Overload                                36
NGOs           EMPLOYEES                   CUSTOMERSTRADE ORGS              The new                       cacophony.      ...
But Something else was happeningBreak Down of Trust                                   39
With so many voices in the mix…People turn to peers for    recommendations.They also do this when:      Risk is higher    ...
In fact, PEERS are the most credible source of company/product info58%              believe what “a person like me” says a...
Peer recommendation isn’t just influential. Trust and distrust are widely shared.56‐63% were “likely to share their opinio...
And trust drives preference.88% of opinion elites choose to buy from companies they trust. 85% refuse to buy from companie...
SOURCES OF INFORMATION USED BY TOURISTS FROM VARIOUS COUNTRIESSource: Phocuswright
So What Happened? Open Source  + Web 2.0 Machines can talk with one another; People can interact; web services & widgets  ...
So What Happened? Proliferation of Online Communities; sites that enabled sharing of pictures, papers, videos,  and person...
PUSH   to   PULL
•Power to Search•Power to Express & Publish•Power to Participate•Power to Choose•Power to Share
Power of Self ExpressionAnyone can now be:   Author  Journalist  Film maker  Reviewer  Marketer  Intermediary, or even a  ...
Power of InfluenceConsumers decide what’s valuable or important  Amazon ratings  E‐Bay ratings  Trip Advisor ratings and r...
BECAUSE CLIENTS TALK andTALK INFLUENCES PURCHASE DECISIONS
There is only one metric!*            Will your           customers       recommend your       brand/product to         th...
ALL MARKETING IS SOCIAL  MARKETING      MARKETING IS NOT A BATTLE            IT’S A DANCE! AND THE CUSTOMER TAKES THE LEAD…
PUSH       to   PULLProduct         CustomersPosition        ConnectionsPrice           ConversationsPromote         Conte...
THE NEW BASICS!
CUSTOMERS            58
How well do you know your customers? Norwegians or International?  Repeats or First‐timers? Single, couple or in a group? ...
Do you Know Where They Are?
Do you Know Where They Are?                          1.4 billion                           prospects can                  ...
Do you know where they are?Brits spend 164 minutes a day online
Do you know what your guests are trying to achieve when they “ask you to dance”?   Decide where to go?   Decide when to vi...
Where are they in their experience cycle?                                      64
What media are they using?                             65
How are you Connecting with your visitors?  Through a screen?  Face to Face, Voice to Voice?     There’s a technical answe...
The 3‐Screen world        TV        Computer Monitor        Handheld67
How are you Connecting with your visitors  Through a screen?  Face to Face, Voice to Voice?     There’s a human answer……. ...
Markets are CONVERSATIONS!                             69
Features of a Good Conversation                   Two‐way dialogue                   Active Listening                   Le...
Where do Good Conversations Occur?Homes  Offices    Restaurants, bars      Dinner parties         Travel agencies         ...
LOCATION OF ONLINE  CONVERSATIONS
When do Good Conversations Occur? Where and when the partner wishes to initiate it….. They may knock on your front door Th...
NOT about pulling levers                           75
NOT about exploiting new channels!
Not About Shouting                     77
It IS about becoming your customers’          Topic of Conversation                                 78
And You Do This By..  Listening  Helping  Supporting  Being present  Being alert  Being creative                       79
So, do You Need a Social Media Strategy?  NO!  You need to re‐think your entire role and your entire   marketing strategy ...
The Power of CONTENT In tourism, content is your currency. Conversations are fuelled by content Content    Enables choices...
INSPIRE        http://www.newzealand.com/travel/USA/          82
ENGAGE        http://www.classicbritain.no/         83
ENABLE A SEARCH         http://www.classicbritain.no/                   84
ENABLE A SELECTION                       85
Good Content is created by:   The DMO  Third Parties    Suppliers    Other travel companies    Film and TV producers  User...
Good Content is  Relevant  Reliable  Comprehensive  Compelling  Consistent  Portable  Ubiquitous = Everywhere             ...
Why Everwhere?                 88
Content Has to Be Everywhere!       Supplier Web Site & e‐newsletters       Destination Portals        Third‐party web sit...
You Can’t Do This By Yourself!              90
But that’s impossible!    91
It is impossible unless….You engage your community!Guest, Suppliers, Residents are doing the inviting!Everyone is an inter...
Your NEW role as DMO is to   Enable   Facilitate   Support   Encourage   SeedAnd all in a digital world!!                 ...
In summary Rethink your entire marketing approach, from  outbound monologue to full engagement Go DIGITAL, think DIGITAL B...
CREDITS AND SOURCES:This slide deck is a “mash-up” – a blend of author’s observations, insights andlearning. I have attemp...
GOOD LUCK!        Thank You       Anna PollockAnna.pollock@btconnect.com    +44 01544 388 910
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
The Future of Destination Marketing Why all Marketing is Social Marketing
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The Future of Destination Marketing Why all Marketing is Social Marketing

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The Future of Destination Marketing Why all Marketing is Social Marketing

  1. 1. THE FUTURE OF DESTINATION MARKETINGWhy all marketing is social marketing Anna Pollock  DestiCorp Presentation to BIT Reiseliv Oslo, 2009 1
  2. 2. THE FUTURE OF DESTINATION MARKETINGWhy all marketing is e‐marketing Anna Pollock  DestiCorp Presentation to BIT Reiseliv Oslo, 2009 2
  3. 3. My Purpose Today To help you survive the next  decade From the Five Ps to Five Cs Why all marketing is social in  nature The Importance of Content … Relationships: The Power of  Community What to do now?
  4. 4. Your Survival depends on: 1. Being Relevant  and Effective Reducing the PAIN!
  5. 5. If the Destination Management  Company does not reduce the  pain experienced by  guest, supplier or host,  it won’t survive! 5
  6. 6. Who’s Pain? Supplier  Members Customers Guests Host Community
  7. 7. What pain exists for Guests?  Risk Unique experience Planning their trip Online products are not  representative The small, unique and unusual  is particularly hard to find. This  is what the high yielding  tourist seeks! 7
  8. 8. What pain exists for the Supplier?  Suppliers sell just one element Distribution costs are high  (25‐40%) The product is perishable  Difficult to unload distressed  inventory. Distress leads to discounting.  Discounting leads to paper  thin margins At the same time, suppliers  must deal with….. 8
  9. 9. Access Proliferation • Video games • Radio • Satellite Radio • Email • DVD • TiVo (Starhub PVR) • XBox LIVE • Ring Tones • Video On-Demand • Websites • TV • Newspapers • IM • Blogs • Podcasting • Search • Magazines • Cell PhoneSource: Darwin Day Conference, Google
  10. 10. More New Channels 14,463,346 auctions www.ebay.com 21 Nov 2006 133,000,000 blogs 2 billion page views daily 2008 Almost 10,000,000 articles 78 million videos (10 languages) (200,000 publised/day) 33,347,000 profiles 1.8 million 139 million + residents members 10
  11. 11. What pain exists for the Host?  Politicians want re‐ election They want people  talking about them They want people  believing they’ve  made a contribution That’s why they like  tangible things 11
  12. 12. But Survival also depends on:  2. Understanding the world you live in Harnessing the Change Drivers
  13. 13. Human organizations are slow to changeEvidence that the old model still being used  Our organization structures Our language What we count What we value……. 18
  14. 14. From Heirarchies
  15. 15. From Functional Boxes
  16. 16. To Networked Teams
  17. 17. From Value Chains
  18. 18. To Value Networks - Ecosystems
  19. 19. To Value Networks - Ecosystems Host Community AgentsProviders GUEST Channels Destination Suppliers Partners
  20. 20. Me and My
  21. 21. Back to Familiar Ground! Marketing How Far We’ve Come!
  22. 22. Marketing: A Quick History 1930-1960s •ONE TO MANY  •Products Pushed at Targets •Blitz campaigns through limited media •Print – newspapers and magazines •Radio & TV – broadcast channels •Call to action: the BROCHURE •Glorious days for advertising •Enormous reach and influence
  23. 23. Marketing: A Quick History 1960-1990 •ONE TO FEW  •Beginning of individualism  •From mass markets to market  segments •Growing variety of media  •Magazines and Cable TV – focused TV channels •Pushy
  24. 24. Marketing: A Quick History 1990-2000 •ONE TO ONE  •Customer Relationship Marketing CRM  •WEB SITES! •Plethora or Brochures to Plethora  of Web Sites •Still PUSHING – Banner ads and  phone calls
  25. 25. Marketing: A Quick History BUT DID ANYTHING  REALLY CHANGE? Still Pushing Still interrupting Still Product Centric Still Transaction  Oriented 1950-2000
  26. 26. the Millennium Bug didn’t strike but SHIFT HAPPENED!
  27. 27. Marketing: A Quick History
  28. 28. So What Happened? Information & Choice Overload 35
  29. 29. So What Happened? Information & Choice Overload 36
  30. 30. NGOs EMPLOYEES CUSTOMERSTRADE ORGS The new cacophony. INVESTORS MEDIA ANALYSTSMARKETERS GOVERNMENT 37
  31. 31. But Something else was happeningBreak Down of Trust 39
  32. 32. With so many voices in the mix…People turn to peers for  recommendations.They also do this when: Risk is higher More choices to review and filter They have less time to research
  33. 33. In fact, PEERS are the most credible source of company/product info58% believe what “a person like me” says about an organization(up from 51% in 2007) LEAST CREDIBLE (IN THE US): corporate or  product advertising (22% of ages 25‐34) SOURCE: 2008 Edelman Trust Barometer
  34. 34. Peer recommendation isn’t just influential. Trust and distrust are widely shared.56‐63% were “likely to share their opinions and experiences about companies they trust or distrust on the web.”*when you put it on the web, it stays forever….*SOURCE: 2008 Edelman Trust Barometer
  35. 35. And trust drives preference.88% of opinion elites choose to buy from companies they trust. 85% refuse to buy from companies they distrust.* The bottom line: Trust drives transactions.*SOURCE: 2008 Edelman Trust Barometer
  36. 36. SOURCES OF INFORMATION USED BY TOURISTS FROM VARIOUS COUNTRIESSource: Phocuswright
  37. 37. So What Happened? Open Source  + Web 2.0 Machines can talk with one another; People can interact; web services & widgets 46
  38. 38. So What Happened? Proliferation of Online Communities; sites that enabled sharing of pictures, papers, videos,  and personal details……..Social Media emerged as the “next big thing”Another FAD or something deeper? 47
  39. 39. PUSH to PULL
  40. 40. •Power to Search•Power to Express & Publish•Power to Participate•Power to Choose•Power to Share
  41. 41. Power of Self ExpressionAnyone can now be:  Author Journalist Film maker Reviewer Marketer Intermediary, or even a DMO or DMC ! 50
  42. 42. Power of InfluenceConsumers decide what’s valuable or important Amazon ratings E‐Bay ratings Trip Advisor ratings and reviews Content Tags People who bought this, also bought……..So customers shape your brand, influence others, and…. 51
  43. 43. BECAUSE CLIENTS TALK andTALK INFLUENCES PURCHASE DECISIONS
  44. 44. There is only one metric!* Will your customers recommend your brand/product to their friends?Fred Reichfeld in Driving Good profits and True Growth
  45. 45. ALL MARKETING IS SOCIAL  MARKETING  MARKETING IS NOT A BATTLE  IT’S A DANCE! AND THE CUSTOMER TAKES THE LEAD…
  46. 46. PUSH to PULLProduct CustomersPosition ConnectionsPrice ConversationsPromote ContentPlace Community
  47. 47. THE NEW BASICS!
  48. 48. CUSTOMERS 58
  49. 49. How well do you know your customers? Norwegians or International?  Repeats or First‐timers? Single, couple or in a group? Weekend Escape or Annual Vacation? Touring (passing through) or Staying Put Activity or relaxation focused?  Special interest? ??????????How do you connect with them? 59
  50. 50. Do you Know Where They Are?
  51. 51. Do you Know Where They Are? 1.4 billion  prospects can  now potentially  be reached via  the web.
  52. 52. Do you know where they are?Brits spend 164 minutes a day online
  53. 53. Do you know what your guests are trying to achieve when they “ask you to dance”?  Decide where to go?  Decide when to visit?  Plan activities? Find a good deal?  Learn about the destination?  Read other visitors’ reviews and impressions?  63
  54. 54. Where are they in their experience cycle?  64
  55. 55. What media are they using? 65
  56. 56. How are you Connecting with your visitors? Through a screen? Face to Face, Voice to Voice? There’s a technical answer…. 66
  57. 57. The 3‐Screen world TV Computer Monitor Handheld67
  58. 58. How are you Connecting with your visitors Through a screen? Face to Face, Voice to Voice? There’s a human answer……. 68
  59. 59. Markets are CONVERSATIONS! 69
  60. 60. Features of a Good Conversation Two‐way dialogue Active Listening Let your partner hog the limelight Good Content makes for good  conversations As trust builds….. So will more content be  exchanged The conversation can be  continued later… 70
  61. 61. Where do Good Conversations Occur?Homes Offices Restaurants, bars Dinner parties Travel agencies At the gym On the way to work 71
  62. 62. LOCATION OF ONLINE CONVERSATIONS
  63. 63. When do Good Conversations Occur? Where and when the partner wishes to initiate it….. They may knock on your front door They may come in through the back door  They maybe “hanging out with friends”  Remember It’s rude to shout & brag Don’t interrupt Success is to become the topic of conversation Don’t be shy – join in; be where your customers are; but  don’t interrupt. 74
  64. 64. NOT about pulling levers 75
  65. 65. NOT about exploiting new channels!
  66. 66. Not About Shouting 77
  67. 67. It IS about becoming your customers’  Topic of Conversation 78
  68. 68. And You Do This By.. Listening Helping Supporting Being present Being alert Being creative 79
  69. 69. So, do You Need a Social Media Strategy? NO! You need to re‐think your entire role and your entire  marketing strategy Ensure it reflects the realities of your marketplace Is active in the places your customers meet Acknowledges the new rules and realities Learn the power of CONTENT and COMMUNITY! 80
  70. 70. The Power of CONTENT In tourism, content is your currency. Conversations are fuelled by content Content Enables choices Reduces risk  Stimulates emotions All content is digital  All marketing is publishing DMOs are the ideal content brokers Close to the supplier, the setting, the place Closest to the customer’s experience Content comes in different forms and performs different  functions 81
  71. 71. INSPIRE http://www.newzealand.com/travel/USA/ 82
  72. 72. ENGAGE http://www.classicbritain.no/ 83
  73. 73. ENABLE A SEARCH  http://www.classicbritain.no/ 84
  74. 74. ENABLE A SELECTION  85
  75. 75. Good Content is created by:  The DMO Third Parties Suppliers Other travel companies Film and TV producers Users It doesn’t matter who created it so long as 86
  76. 76. Good Content is Relevant Reliable Comprehensive Compelling Consistent Portable Ubiquitous = Everywhere 87
  77. 77. Why Everwhere? 88
  78. 78. Content Has to Be Everywhere! Supplier Web Site & e‐newsletters Destination Portals  Third‐party web sites and portals: Online agencies: Expedia, Travelocity, Hotels.com Other suppliers (tour, ferry , airline, train companies) Media: newspapers and magazines – on and offline Banner and classified advertisements Directories (Yellow pages) Travel Community Sites (Trip Advisor, Real Travel,  WAYN) Social Media Sites (Facebook, MySpace) Kiosks Hotel, airline  TV Mobile phone channels  89
  79. 79. You Can’t Do This By Yourself! 90
  80. 80. But that’s impossible! 91
  81. 81. It is impossible unless….You engage your community!Guest, Suppliers, Residents are doing the inviting!Everyone is an intermediary  92
  82. 82. Your NEW role as DMO is to Enable Facilitate Support Encourage SeedAnd all in a digital world!! 93
  83. 83. In summary Rethink your entire marketing approach, from  outbound monologue to full engagement Go DIGITAL, think DIGITAL Build trust by being found, providing value, and  not interrupting consumers on their journey to  find what they want Engage and support your Community  in their  conversations about your destination
  84. 84. CREDITS AND SOURCES:This slide deck is a “mash-up” – a blend of author’s observations, insights andlearning. I have attempted to indicate sources either on the slides or below andand express gratitude to the generosity of those who have shared their insightson the web.Slides 1-2 Image of boat: http://www.flickr.com/photos/good_day/236094065/Slide 9: http://www.slideshare.net/wah17/social-media-35304Slide 10: More new channelsSlides 14:17 – still searchingSlide 25: David Armano – see slideshareSlide 25: David Armano – see slideshareSlide 28:34 Background: The Changing media Landscape:http://www.slideshare.net/Cscout/cscoutmarketing-innovation-presentationSlide 37, 40, 41, 43,44 - http://www.slideshare.net/Weave/trust-drives-transactions-why-marketing-must-go-social-presentationSlide 45: PhocusWrightSlide 52, 54: http://www.slideshare.net/Weave/trust-drives-transactions-why-marketing-must-go-social-presentationSlide 78: http://www.slideshare.net/howardgr/greenstein-landsman-social-media-jungle-presentationSlide 89: http://www.slideshare.net/socialmediainfluence/social-media-comes-of-age-radar-ddb-uk-at-social-media-influence-conference
  85. 85. GOOD LUCK! Thank You Anna PollockAnna.pollock@btconnect.com +44 01544 388 910
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