Closing conference DMO Online Marketing and Social Media Travel Summit 2010 held in Prague and organised by Eyefortravel

1. Learning about
Destination Marketing
in the XXI century
@joantxo
#smtravel10

2. Google me, please
E-mail: joantxo@gmail.com / llantada_jua@gva.es
Twitter: @joantxo
Social networks: http://www.linkedin.com/pub/0/a5/258
http://comunidad.hosteltur.com/Joantxo/blog
http://www.invattur.org/joantxo/perfil
Blog: http://e-turismo.blogspot.com
Presentations: www.slideshare.net/joantxo
Photo: http://e-turismo.slide.com/
http://picasaweb.google.com/joantxo
Videos: Youtube: http://es.youtube.com/user/joantxollantada
Blip: http://joantxollantada.blip.tv/
Viddler: http://www.viddler.com/explore/joantxo/
Podcast: http://joantxo.podomatic.com/

3. Social Media is
about
technology,
right?

4. 1.970 billions internet users, 28%
4.500 billions of cellular, 6/10
2013 there would be 6,7 billions of cellular,
4 of them smart phones
250.000 apps Twitter API
300.000 iPhone apps, 10.000 Blackberry apps
20.000 Android apps
IPad 3 millions in 3 months and 11.000 apps
+ 2.000 billions of downloads in Itunes

5. Vodafone
increased 325%
the phone calls
from 22:55-
23:30 h.
Orange increased
193% de night of
the final

6. ought to be enough for anybody
Bill Gates, 1981

7. It is about
marketing,
right?

8. Attention economy
2’ in YouTube.
10’ in a class room.
17’’ of listening.
40’’ of observation.
3’’ will wait 57% online
shoppers before
abandoning the web site.

10. What if we are talking about people
1. Markets are conversations
2. Markets consist of human beings,
not demographic sectors
3. Conversations among human
beings sound human. They are
conducted in a human voice
4. …

11. What kind of marketing do you
practice?

12. Successful DMO marketing strategy
requires constant evaluation of the
tribes. Continually adjust your
strategy to stay on top of the
market: Social Media Marketing.

13. New paradigms
1. Experience economy
2. Attention economy
3. Link economy
4. Interruption Vs. permission
5. Sniper marketing, long tail
6. Networking
7. Crowsourcing
8. 6 grades of separation
9. Engage

14. See the world from your clients point of view

16. Oops !!

17. “We’ve got to stop
interrupting what
people are interested
in, and be what
people are interested
in”
Craig David
Director General Creativo de JWT

18. A brand is a
complex and
emotional
relationship
between the
storyteller and the
audience,
between the
consumer and the
product

21. Those who do not want to face
evolution…

22. ….will move to a museum

23. + relevant, +
socials, +
visible, +
humans

24. Get emotional !!
People are about 80% emotion,
20% reason.
“Reason leads to conclusions.
Emotion leads to action.”
Neurologist Donald Caln

25. Influentials are storytellers
• Generate advocates and lovemarks of our
brands:
– Brand story
– Brand essence
– Brand value proposition
– Formula:
great product + promise + confirmation = lovemarks
The story is more powerfull than the brand,
best story wins. Tom Peters

26. Microsegments blogs
Scubadiving, windsurf, surf, kite surfing, trecking, mountain
bike, … and more to come

27. DMO Social media timelines !
June 2009 April 2010 June 2010 July 2010

28. June 2009

29. April 2010

30. April 2010

31. May 2010

32. May 2010

33. #blogtripF1 #blogtripFIB

34. Networking

35. Traditional media?, no thanks!
Be relevant my friend !

36. Crowsourcing
Wiki of the #blogtripF1

37. Building the strategy together

39. We are smarter than me
"Tell me and I’ll forget. Show me and I might remember. Involve
me and I’ll understand.“ Benjamin Franklin

40. Conversation is on,
from minute cero and still go on

42. 67 % of twitter users who become
followers of a brand are more
likely to buy that brand’s products
‘Engaging Consumers via Facebook, Twitter Makes Them More Likely to
Buy, Recommend,’ press release, March 10, 2010.

43. X
The ROI.The ROE: Return of Engagement
11 post with more than 19.000 visitors
More than 400 pictures
1 post, more than 200.000 visitors
37 videos/5.693 views 4 post, more than 1.400.000 visitors

44. July 19th, 2010

46. Tribes, Seth Godin. October 1, 2010

47. "We should all be concerned about
the future because we will have to
spend the rest of our lives there. “.
Woody Allen

48. @abigailking@alastairmck@arantxar@isabellestravel@johnonolan@minube@sblanc
o@solotraveler@travmag@victoriamdq@visitbritain@wildjunket@IsabellesTravel@ji
mmypons@JohnONolan@lasseweb20@Ruralworker@sarahleetravels@terryleetrave
ls@viajarcondiego@501places@adventuregirl@BrilliantTips@chicadelatele@csahuq
uillo@DTravelsRound@WhyGoSpain@WorldLillie@traveldudes@EverywhereTrip@v
elvetescape@edans@joantxo@anapiccola
Think tank travel