Ripe Online Travel 2.0


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This workshop was presented by Tess Dryza at Tourism Tasmania's Digital Marketing seminar for tourism operators in Launceston Sept 2009.

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Ripe Online Travel 2.0

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  4. 4. Traditionally citizens and consumers looked to established authorities for information and made decisions b d i i based on th i perspective. I thi l d d their ti In this landscape corporate communications h d significant t i ti had i ifi t influence. Today, with greater cynicism and access to broader knowledge, citizens and consumers are more likely to look to peers for opinion and to hear their experience of a product or service. They seek like-minded, independent opinion and will find this through word of mouth, search engine driven research, user groups and micro-blogging. This diagram demonstrates this shift and how tapping into the influencers can open up great pass- pass on power. Source: Jonathan Boehman and David Weigelt from Dot boom: Marketing to baby Boomers through Meaningful Online Engagement 4
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  8. 8. Pass-on power Importance of clear call to action 8
  9. 9. A recent industry booklet from Sustainable Tourism Cooperative Research Centre (STCRC) has revealed th power of i t l d the f interactive web t l or user-generated content (UGC), in i fl ti b tools, t d t t (UGC) i influencing i consumer’s travel plans. The research has revealed that almost a third of people think interactive web tools such as blogs, reviews and star ratings are ‘very influential’ in their holiday planning, with a further 50% saying these tools have ‘certain influence’ on their travel decisions. 91% of the 12 500 Australian travellers surveyed still rate state tourism websites as being the 12,500 most trusted source of travel information with 61% saying they felt these sites could be further enhanced with the addition of a UGC feature to capture the comments of ‘real’ travellers. Source: CRC Tourism Report available at: http://www crctourism com au/WMS/Upload/Resources/100049Cox ConGenWebMarketingWEB pdf 9
  10. 10. Nielsen Online shows that: Social networks and blogs are now the 4th most popular online activity ahead of personal email, M b communities are visited by 67% of th global online population, h d f l il Member iti i it d b f the l b l li l ti time spent is growing at 3 times the overall internet rate, accounting for almost 10% of all internet time. comScore just realised the latest Australian social media statistics: Twitter had 800,000 Australian visitors in June 09, up from 13,000 in June 08 (607% increase) 3 out of 4 Australians Visited a Social Networking Site in June Nearly 9 million Australians visited social networking sites in June Facebook led as the most visited (now more than 6 million) Google Sites ranked as the most visited property in Australia in June with 10.7 million visitors, 78 percent of whom were visitors to social networking sites and 16 percent of whom were heavy social networkers. Microsoft Sites ranked as the second largest property with 9.5 million visitors, followed by at #3 with 6.1 million visitors. 10
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  12. 12. Tourism Queensland's "Best job in the world" campaign to find a caretaker for an Australian paradise island has scooped the two top awards at the Cannes Lions International Advertising Festival. The campaign, developed by the Brisbane-based agency of Nitro, began with worldwide classified advertising seeking applicants for an "island caretaker" with a salary of $150,000. Nitro's campaign, which as since been dubbed the world's greatest PR stunt, attracted tens of thousands of candidates who uploaded video applications saying why they should get the job. Tourism Queensland claims that the campaign generated more than $80m (£49m) of equivalent media advertising space. The job went to "ostrich-riding, bungee-jumping" charity worker Ben Southall from Hampshire. After a worldwide search, Ben Southall was chosen as Tourism Queensland’s Islands Caretaker search Queensland s Caretaker. The role is a newly created position designed to help promote the Islands of the Great Barrier Reef to the world. Ben was selected from more than 34,000 people from around the globe who applied for the Best Job in the World. He will work for six months exploring the Islands of the Great Barrier Reef and report on his travels through regular blog posts. Applications for the job opened in January 2008, with would-be caretakers sending in 60-second videos showing their creativity and skills. 12
  13. 13. Watch the case study: 13
  14. 14. Note use of: Blog - WordPress Twitter Flickr Fli k Trip Tracker Tag cloud Facebook YouTube Email updates RSS 14
  15. 15. Note use of: Share this bar Use of social media UGC - Sharing of travellers experiences YouTube channel Twitter Flickr photostream Blog Guest blogger RSS 15
  16. 16. Note use of: iTunes – podcasts MySpace Issuu 16
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