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2009 Tourism Summit: Social Tourism - Pat Coyle
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Transcript

  • 1. Making creative people and innovative ideas easier to find.
  • 2. 1999 - Web 1.0 experts wonder who will pay for it? It’ll never work! We’re doomed! Power of People
  • 3. Kevin Kelly Wired Magazine, 2005
    • What we all failed to see was how much of this new world would be manufactured by users , not corporate interests.
    • 40 percent of the Web is commercial. The rest runs on duty or passion.
    The experts were wrong…
  • 4. 2009 – Web 2.0 Social media = Cliché advertising term Media = connector Are you the platform or a participant? You don’t need to own the group to benefit from it Social = people
  • 5. Social media ≠ advertising It’s all about connecting – and empowering - people
  • 6. Wants vs. Needs Mass Media can’t stop the bleeding…
  • 7. Rethink your advertising If your only tool is a hammer… How can you get people to promote you? We need a new metaphor
  • 8. Facebook Grows as ads shrink 0ver 200 Million Facebook users today
  • 9. Facebook getting older, wider Facebook’s 35-54 year old demographic segment not only continued to grow the fastest, but it accelerated to a 276.4% growth rate over the past 6 months.
  • 10. Teens don’t Tweet?
  • 11. Social graph is powerful Mass media Social Media ( Word of mouth ) Time $$$ Or impact
  • 12. Could social media bolster Indiana economic development? I got to thinking…
  • 13. … discovering two degrees of separation! Genesis of Smaller Indiana…
  • 14. Becoming Smaller Indiana …
  • 15. Launched January 2008 7,000 + members 500 + Groups 5,000+ Forums 5,000+ Blogs 2,000 Events
  • 16. Quite an attraction! 40,000+ Unique visitors per month 2,000+ visits per day Over 500 new members per month 50% of visitors come from outside Indiana Past 30 Days
  • 17. Keys to Smaller Indiana success
    • Plausible promise – make people findable
    • Rules / governance – use real names
    • Hyper local – Indiana focus
    • Offline activity – for example…
  • 18.  
  • 19. Partnership
  • 20. Twitter effect Bigger Ideas Event
  • 21. Indy Fringe example: Sustainable Media: shared experience Former audience is more engaged
  • 22. Indy Fringe Traffic Spike
  • 23. Healthcare Debate: right or privilege?
  • 24. Quaker Oats example: Participation Media Partner with the people!
  • 25. Indy Partnership - in China: http://smallerindiana.com/forum/topics/business-contacts-in-shanghai
  • 26. How do Smoosiers use social? What is your primary use of each social networking service?
  • 27. How often?