2009 Tourism Summit: Social Tourism - Pat Coyle

Making creative people and innovative ideas easier to find.

1999 - Web 1.0 experts wonder who will pay for it? It’ll never work! We’re doomed! Power of People

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…

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

Social media ≠ advertising It’s all about connecting – and empowering - people

Wants vs. Needs Mass Media can’t stop the bleeding…

Rethink your advertising If your only tool is a hammer… How can you get people to promote you? We need a new metaphor

Facebook Grows as ads shrink 0ver 200 Million Facebook users today

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.

Teens don’t Tweet?

Social graph is powerful Mass media Social Media ( Word of mouth ) Time $$$ Or impact

Could social media bolster Indiana economic development? I got to thinking…

… discovering two degrees of separation! Genesis of Smaller Indiana…

Becoming Smaller Indiana …

Launched January 2008 7,000 + members 500 + Groups 5,000+ Forums 5,000+ Blogs 2,000 Events

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

Keys to Smaller Indiana success
Plausible promise – make people findable
Rules / governance – use real names
Hyper local – Indiana focus
Offline activity – for example…

Partnership

Twitter effect Bigger Ideas Event

Indy Fringe example: Sustainable Media: shared experience Former audience is more engaged

Indy Fringe Traffic Spike

Healthcare Debate: right or privilege?

Quaker Oats example: Participation Media Partner with the people!

Indy Partnership - in China: http://smallerindiana.com/forum/topics/business-contacts-in-shanghai

How do Smoosiers use social? What is your primary use of each social networking service?

How often?

http://tourismtechcorner.wordpress.com	46
http://www.in.gov	6
http://www.slideshare.net	1
http://webcache.googleusercontent.com	1

2009 Tourism Summit: Social Tourism - Pat Coyle

by Indiana Office of Tourism Development on Sep 18, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 54

Statistics

2009 Tourism Summit: Social Tourism - Pat Coyle — Presentation Transcript