Social Media for Travel and Tourism
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  • Fergus Kibble, General Manager Australia, gave the closing keynote address at the ATEC (Australian Tourism Export Council) annual conference on Dec 7th in Sydney. ATEC is the peak body representing a tourism export industry worth nearly $25 billion to Australia. Other speakers at the event included Alan Joyce, Managing Director and CEO of Qantas Airways, and The Hon Nick Sherry MP, Minister Assisting the Minister for Tourism. Fergus' presentation explored how social media has changed the way we are connecting and engaging with all influencers; from the media, the trade and most importantly directly to the consumer. The conference was attended by 450 people from the Australian tourism industry.
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  • 1. ChangingConsumerBehaviour
  • 2. Updating SN Commenting Writing own status online blog  8%  13%  3%We are Following on Sharing Sharinggrowing as microblog  15%  3%  8% links photosa nation of Checking Commenting MicroInfluencers SN in SN  9%  10%  10% blogging2011 vs. 2010
  • 3. We’respendingmuch moretime 61%connectedwhen wetravel expect to be able to access the internet when travelling in Australia
  • 4. We’respendingmuch moretime 38%connectedwhen wetravel expect WiFi to be included in my accommodation costs when travelling in Australia
  • 5. We’respendingmuch moretime 35%connectedwhen wetravel check Facebook/ other social networking sites while on holiday in Australia
  • 6. We’respendingmuch more 23%timeconnectedwhen wetravel 27% post updates onto Social Networking Sites, 23% upload photos
  • 7. PRE-HOLIDAY POST HOLIDAYClassicBrand Funnel
  • 8. Awareness Consideration Purchase Intent Comment Connect PRE-HOLIDAY DURING/POST HOLIDAYModernBrand Funnel
  • 9. Awareness Consideration Purchase Intent Comment Connect PRE-HOLIDAY DURING/POST HOLIDAYModernBrand FunnelCreate products and experiences people want to talk about
  • 10. Howshould yourespond?
  • 11. GetOrganised
  • 12. MeasureEverything
  • 13. Free Paid
  • 14. Join theconversation
  • 15. getorganised &get social.
  • 16. create greatexperiencesin the realworld too!
  • 17. be brave!be creative!think content!
  • 18. Let’s connect. @ferguskibble http://au.linkedin.com/in/ferguskibble fkibble@hillandknowlton.com.au