Tourism 2.0 Presentation And Examples

Slide 1: Tourism 2.0 ‘The Times They are a Changing’ Dr. Jim Hamill Alan Stevenson jim.hamill@ukonline.co.uk ast3v3nson@googlemail.com 8th May, 2008

Slide 2: 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)

Slide 4: Tourism 2.0 An Overview

Slide 5: 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

Slide 6: 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

Slide 7: 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’……

Slide 8: 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

Slide 9: ‘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

Slide 10: 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

Slide 12: Tourism 2.0 An Overview » Applications » Features and Characteristics » Implications

Slide 13: Applications Blogs Social Network Sites Virtual Realities RSS Feeds Social Content Wikis Mash Ups Podcasts Social Bookmarks Mobile Web; Internet Telephony Social Applications

Slide 14: Characteristics Openness Communities and Networks Hosted Services Global Interactivity Peering Mass Collaboration Sharing Social Element The Internet as the platform Empowerment

Slide 15: Impact Customer Experience Business Intelligence Processes and HRM Mindset Customer Interaction Customer Insight Rich Internet Applications Product Development Sales & Marketing IT Infrastructure Reputation Management

Slide 16: Tourism 2.0 Impact – Wikitourism Web 2.0 Applications Mindset Open source Business Intelligence Online Applications/ Web Services Customer Insight and Understanding Social Network Sites Customer Interaction Social Content – Social Bookmarking Enhanced Customer Experience – Rich Blogs or Weblogs Internet Applications Wikis Reputation Management Podcasts/ Vodcasts Sales and Marketing Virtual Realities Product Development and R&D e.g. Mash Ups engage and co-create RSS Feeds IT/Software/Applications Mobile Web; Internet Telephony Operations, Internal Processes and HRM Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global

Slide 17: 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

Slide 19: Some Examples  Non Tourism  Tourism

Slide 27: Tourism Examples

Slide 28: Review and Recommendation Sites

Slide 40: 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

Slide 59: User Generated Sites

Slide 60: Flickr

Slide 65: YouTube

Slide 69: Visit Scotland on YouTube (Mountain Biking)

Slide 74: Don’t mess with the buffalos…..

Slide 76: Social Network Sites

Slide 85: Some DMOs

Slide 87: 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!)

Slide 88: 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

Slide 94: New Zealand

Slide 103: Pure Michigan

Slide 121: Some Tourism Businesses

Slide 128: 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?

Slide 130: A Mash Up

Slide 137: Blogs and Podcasts etc

Slide 148: Google Alerts, RSS Feeds, Social Bookmarking

Slide 165: Virtual Reality

Slide 175: And Finally…..

Slide 182: Getting there… 1. Learn more 2. Get involved 3. Develop a strategy 4. Implement and Measure

Slide 183: Learn More Application Tourism Demand Tourism Supply RSS Feeds Personalised information search; RSS feeds on web site; maintain time savings; ‘pull’ not ‘push’ on-going communications; search engine position Blogs Key source of impartial advice; Exploit e-word of mouth effects; impact on consumer behaviour more powerful AIDA impact than advertising; customer insight; on- going dialogue Social Networks Recommendations and feedback; New types of cyber-intermediary socialise with similar interest e.g. travelpost.com, realtravel.com, groups; group travel planning; traveltogether.com; online joint customer experience sharing planning Social Content Visitor generated content; activity- Use of social content sites such as related content; destination content YouTube to promote and engage, channel to market Podcasting Experience pre visit; influence Use of podcasts/vodcasts to enrich behaviour; enhanced visit customer experience experience e.g. Visitor Attractions MMORPG 3 dimensional virtual worlds e.g. Create virtual second life Second life

Slide 184: Learn More Application Tourism Demand Tourism Supply Tagging/ Social Bookmarking Growth of folksonomy i.e. the Add social bookmark tags to web environment of collaborative tools site e.g. reddit; del.icio.us; for identifying, sorting, tagging stumbleupon etc etc content Mash-Ups Enhance online experience; Enrich web site at low cost e.g. increase functionality and use map-based technologies + company, destination data (search, price comparison) Wikis Consumer generated content; Involve users in content destination guides; service generation; get involved / link to reviews; authority and peer review knowledge networks Mobile Web / Internet Content accessible in mobile Mobile compatible Web and Web Telephony format; affordable and convenient Applications; visitor access to VoIP web-based communications Social Applications Access to information and Use open source, hosted applications away from home applications to improve business operations; accessible to visitors

Slide 185: Get Involved 1. Google Alerts 2. RSS Feeds and Podcasts 3. Blogs and Networks 4. User Generated Content

Slide 186: 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

Slide 191: 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

Slide 198: 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

Slide 204: 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

Slide 216: Develop a Strategy The Three Key Questions: 3. Who are our customers? 5. Where do we find them on the Internet? 7. How can we best enter into dialogue with them? – Think and act like a customer – Think and act like a network

Slide 217: Develop a Strategy: Think and act like a Customer Customer Segment Where on the ‘net’ How to enter a dialogue / what message? Potential Park Visitors – incl. Travel reference sites, niche “Participation” (not selling) in key walkers, mountain bikers, skiers, interest group blogs and networks, blogs and networks, strategic use climbers, day breakers… niche interest group content of UGC Existing Park Visitors – as above As above Hook existing visitors into CNPA network at key touchpoints e.g. add your mountain bike video on YouTube CNPA. Local Businesses - Professional networks like Collaborative messages to end LinkedIn, travel reference sites, customers, a channel for local destination wikis…consider businesses to engage with visitors, creation as well as participation a channel for local businesses to engage with CNPA Local Communities and Locally focused social networks Your channel for dialogue with Residents and blogs, niche interest blogs… CNPA and others on key issues consider creation as well as related to… participation Others

Slide 218: 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

Slide 219: Network Effect Mountain Climbers Skiers Mountain Bikers CNP Walkers Conservationists Travel Web Presence in Web 2.0 & Tourism

Slide 220: Develop Your Strategy Customer Segment Where on the ‘net’ How to enter a dialogue

Slide 221: Questions / Discussion

Slide 222: Thank You