Tourism 2.0 Presentation And Examples

Tourism 2.0 ‘ The Times They are a Changing’ Dr. Jim Hamill Alan Stevenson [email_address] [email_address] 8 th May, 2008

Agenda
Welcome and Introductions (Fiona Milligan)
Tourism 2.0:
An Overview (Jim Hamill)
Examples (Jim Hamill and Alan Stevenson)
Lunch
‘ Getting There’: Web 2.0 Strategy Development and Implementation (Alan Stevenson)
Questions and Discussion (throughout the session)

Tourism 2.0
An Overview

What Is It?
A new buzz word coined by management consultants to encourage us to part with our hard earned cash
or
A fundamental change in the way people use the Internet, their online expectations and experiences

What Is It?
It’s a fundamental, revolutionary change……
Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries, especially in information intense sectors such as tourism
Major opportunities for Scottish tourism to ‘engage’ with our customers - but also threats…….
Implications for e-tourism support

What Is It?
All revolutions have ‘winners’ and ‘losers’. ‘Winners’ will be tourism businesses and DMOs who fully utilise the interactive power of Web 2.0 technology for building strong ‘1-to-1’ customer and network relationships - especially with their ‘Most Valuable’ and ‘Most Growable’
Those who fully leverage Web 2.0 for ‘Identifying, Acquiring, Retaining and Growing ‘Quality’ Customers
Requires a new ‘mindset’ and new approaches to tourism strategy and online marketing
Marketing as a ‘conversation’……

Tourism 2.0
A fundamental change in the way people use the Internet …….
Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by
Information ‘pull’ rather than ‘push’
User generated content
Openness, sharing, collaboration, interaction, communities, and social networking
‘ Power to the people’ – Web 2.0 empowers people
The revolutionary nature of these changes is having a profound impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries

‘ Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning’
Winston Churchill

Web 2.0
The end of the beginning of……..
The read only Internet
The ‘tell them how good’ we are Internet
Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more)
The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages ------ the ‘brand’ becomes the customer experience
The end of the ‘Visit Us’ web site…..and the beginning of the ‘Visited Us’ web site

Tourism 2.0
An Overview
Applications
Features and Characteristics
Implications

Applications Social Network Sites Social Content Social Bookmarks Blogs Wikis Virtual Realities RSS Feeds Podcasts Social Applications Mash Ups Mobile Web; Internet Telephony

Characteristics Communities and Networks Interactivity Social Element Openness Peering Hosted Services Global Sharing Empowerment Mass Collaboration The Internet as the platform

Impact Business Intelligence Customer Interaction Sales & Marketing Customer Experience Customer Insight Processes and HRM Mindset Product Development Reputation Management Rich Internet Applications IT Infrastructure

Tourism 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Impact – Wikitourism Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM

Business Impact
The need for new tourism models
Traditional approach:
Innovate – Differentiate – Market and Promote - Sell
New model based on:
Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally

Some Examples
Non Tourism
Tourism

Tourism Examples

Review and
Recommendation Sites

Others
Lonely Planet Thorn Tree Travel Forum
Igougo
Holidaywatchdog
Review Centre
Holiday Check
Mytripbook
Gusto
Travelpost
Realtravel
Traveltogether
Yahoo trip planner
Some with interactive planning tools

User Generated Sites

Flickr

YouTube

Visit Scotland on YouTube
(Mountain Biking)

Don’t mess with the buffalos…..

Social Network Sites

Some DMOs

www.visitoslo.com
Customer ratings/reviews in the online hotel booking application
Distribution of information in xml-feeds to other websites such as www.visitnorway.com and several other sites
Mash-ups in Google Maps/Google Earth
Distribution of information in xml-feeds to Text-TV, monitors on the Airport Express Train, monitors at Oslo Airport Gardermoen etc
Distribution of our booking facilities through white label solutions http:// holmenkollen.wp.karbon.no
Presence in communities, ex: Facebook with videos, events
Advergaming widget “Holmenkollen ski jump” as generator of traffic to website; ex here at official site of World Championship in Oslo 2011 http://www.oslo2011.no/ (generated lots of new traffic to site as link spreads quickly!)

www.visitoslo.com
Under development:
Several widgets/applications for Facebook, Myspace etc
RSS feeds
Possibility to rate and review all product information our site, and download photos, videos on them
Competitions and other added values for consumer in order to get consumers to share information
Advanced search tools on both editorial information and user generated content

New Zealand

Pure Michigan

Some Tourism
Businesses

A small hotel in the Cairngorms owned by two gay gentlemen
Who are our customers and where do we find them hanging out on the Internet?

A Mash Up

Blogs and
Podcasts etc

Google Alerts, RSS Feeds, Social Bookmarking

Virtual Reality

And Finally…..

Learn more
Get involved
Develop a strategy
Implement and Measure
Getting there…

Learn More Use of podcasts/vodcasts to enrich customer experience Experience pre visit; influence behaviour; enhanced visit experience e.g. Visitor Attractions Podcasting Create virtual second life 3 dimensional virtual worlds e.g. Second life MMORPG Use of social content sites such as YouTube to promote and engage, channel to market Visitor generated content; activity-related content; destination content Social Content New types of cyber-intermediary e.g. travelpost.com, realtravel.com, traveltogether.com; online joint planning Recommendations and feedback; socialise with similar interest groups; group travel planning; customer experience sharing Social Networks Exploit e-word of mouth effects; more powerful AIDA impact than advertising; customer insight; on-going dialogue Key source of impartial advice; impact on consumer behaviour Blogs RSS feeds on web site; maintain on-going communications; search engine position Personalised information search; time savings; ‘pull’ not ‘push’ RSS Feeds Tourism Supply Tourism Demand Application

Learn More Use open source, hosted applications to improve business operations; accessible to visitors Access to information and applications away from home Social Applications Mobile compatible Web and Web Applications; visitor access to VoIP Content accessible in mobile format; affordable and convenient web-based communications Mobile Web / Internet Telephony Involve users in content generation; get involved / link to knowledge networks Consumer generated content; destination guides; service reviews; authority and peer review Wikis Enrich web site at low cost e.g. map-based technologies + company, destination data (search, price comparison) Enhance online experience; increase functionality and use Mash-Ups Add social bookmark tags to web site e.g. reddit; del.icio.us; stumbleupon etc etc Growth of folksonomy i.e. the environment of collaborative tools for identifying, sorting, tagging content Tagging/ Social Bookmarking Tourism Supply Tourism Demand Application

Get Involved
Google Alerts
RSS Feeds and Podcasts
Blogs and Networks
User Generated Content

Google Alerts
Subscribe to Google Alert service
Create search terms and monitoring period
Indicate methods of delivery
Use intelligence:
Update knowledge-base
Share with customers and stakeholders
Monitor use of Google Alerts

RSS Feeds and Podcasts
Get a Feed Reader (Google Reader, IE7) and Player (iTunes)
Identify knowledge sources or podcasts (ask others!)
Subscribe to feeds / podcasts and manage on ongoing basis
Use intelligence:
Update knowledge-base
Share with employees, customers, stakeholders
Monitor use of RSS feeds through stats

Blogs and Networks
Research and develop a list of relevant sites
Build knowledge of these sites through ‘Lurking’
Agree short list of ‘quality’ sites
Develop/implement a strategy for achieving presence
You may wish to start participating
You may wish to establish a formal presence e.g. Facebook
You may wish to create your own presence e.g. Ning, Wordpress
Monitor the effectiveness of your participation

User Generated Content
Research list of relevant content, channels or groups e.g. within Flikr, YouTube
Build knowledge of key content sites, channels and groups
Agree short list of ‘quality’ sites, channels and groups
Develop/implement a strategy for UGC
Position with existing ‘quality’ content
Create new content / new content channel or group
Encourage others to create and post content
Monitor the effectiveness of your participation

Develop a Strategy
The Three Key Questions:
Who are our customers?
Where do we find them on the Internet?
How can we best enter into dialogue with them?
Think and act like a customer
Think and act like a network

Develop a Strategy: Think and act like a Customer Others Your channel for dialogue with CNPA and others on key issues related to… Locally focused social networks and blogs, niche interest blogs…consider creation as well as participation Local Communities and Residents Collaborative messages to end customers, a channel for local businesses to engage with visitors, a channel for local businesses to engage with CNPA Professional networks like LinkedIn, travel reference sites, destination wikis…consider creation as well as participation Local Businesses - Hook existing visitors into CNPA network at key touchpoints e.g. add your mountain bike video on YouTube CNPA. As above Existing Park Visitors – as above “ Participation” (not selling) in key blogs and networks, strategic use of UGC Travel reference sites, niche interest group blogs and networks, niche interest group content Potential Park Visitors – incl. walkers, mountain bikers, skiers, climbers, day breakers… How to enter a dialogue / what message? Where on the ‘net’ Customer Segment

Develop a Strategy: Think and act like a network
(Owned) Hub Community – a Web 2.0 enabled web presence with the aim of increasing community / participant value
(Owned) Satellite Communities – Web 2.0 enabled sites carrying related message or focus e.g. YouTube Brand; Cairngorms Blog
Other Hubs or Satellites – wider network that presents opportunities for conversation / cross-fertilisation
Conversations and cross-fertilisation – Web 2.0 tools allow communities to connect e.g. comments on blogs, networks, UGC

Network Effect CNP Mountain Bikers Conservationists Mountain Climbers Skiers Walkers Travel & Tourism Web Presence in Web 2.0

Develop Your Strategy How to enter a dialogue Where on the ‘net’ Customer Segment

Questions / Discussion

Thank You

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