Australia.com and Marketing with a Web 2.0 Twist

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The presentation illustrates the impact of web 2.0/social media marketing in Australia.

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  • Cebit Hitwise Breakfast 3rd May 2007 Issue summary Travel is highly competitive environment Majority of visitors on Australia.com already intend to travel Where are the eyeballs? Where can we influence preferences? How do we maximize our reach? Australia.com has a very limited reach Effort to bring the eyeballs to Australia.com is wasted We need take our message to where the eyeballs are
  • Cebit Hitwise Breakfast 3rd May 2007 Simplified strategy version Old strategy Brand Create awareness but everyone is aware of Australia, Australia #1 brand Tactical Help to convert but industry can do job better New strategy Same brand & tactical but focus on getting consumers to act Moving them from preference to intention Using entry survey and Omniture Behavioural target segment Visitors have to self-classify themselves, then Omniture for tracking Majority of visitors already intend to come Where to reach them in the preference phase?
  • Cebit Hitwise Breakfast 3rd May 2007 Issue summary Travel is highly competitive environment Majority of visitors on Australia.com already intend to travel Where are the eyeballs? Where can we influence preferences? How do we maximize our reach? Australia.com has a very limited reach Effort to bring the eyeballs to Australia.com is wasted We need take our message to where the eyeballs are
  • Here’s a nice little ‘consumer’ trend that has some people startled if not worried: HOBBYNOMICS. Which is all about ordinary consumers ‘producing’ for free. From open source software to invaluable content posted in blogs. Tip of the hat to Seth Godin (http://www.sethgoding.com), who coined the HOBBY ECONOMY (full post below). However, as there are too many ‘Economies’ as it is (Surprise Economy, Now Economy, New Economy and so on), we have renamed this phenomenon HOBBYNOMICS. This is what Seth said a while back ago (http://sethgodin.typepad.com/seths_blog/2005/11/welcome_to_the_.html): Welcome to the hobby economy. Economists don't know what to do about it. It's hard to measure, hard to quantify and a little odd to explain. More and more people are spending more and more time (and money) on pursuits that have no pay off other than satisfaction. "Why should you have a blog?" they ask. "How are you going to make any money?" "Why post your photos on flickr” ,they wonder. "You don't get compensated by people who see them." Or your garage band's songs on an MP3 site. Of course, economists don't really worry about this. They understand perfectly well that economics is able to easily explain that human beings pursue things that satsify them. What the web is doing, though, is exposing lots of avenues for people to use to find satisfaction (but not necessarily cash). Make magazine is page after page of geek projects that are fun, but not profitable. Other sites make it easy for you to build a tube amplifier or splice your own DNA. Now that white-collar workers regularly spend 75 hours a week at work (did you know the CEO of GE has been spending more than 100 hours a week--for twenty years?!) there's plenty of time to surf the web and get paid for it. If you ask us, it all comes down to some members of GENERATION C(ONTENT) not joining GENERATION C(ASH), opting for non-financial rewards instead. In this case: the fulfillment that comes from contributing to the greater whole, and, equally important, showing off one’s skills, prowess, thinking and anything else that can be labeled as STATUS SKILLS. That would also leave us with the following ‘ Consumer Participation Categories ’: GENERATION C(ONTENT): creating content GENERATION C(ASH): members of GENERATION C making money from their content 3. MINIPRENEURS: Consumer entrepreneurs, traders, includes but is not limited to GENERATION C(ASH). More on MINIPRENEURS in one of our upcoming premium updates 4. CUSTOMER-MADE: consumers working with established brands to co-create new products for that brand, and reaping rewards from their involvement (more on CUSTOMER-MADE at the end of this report) Pic in the background: WikiPedia (http://www.wikipedia.org), a HOBBYNOMICS example if there ever was one!
  • Cebit Hitwise Breakfast 3rd May 2007 Not everyone will contribute, but the minority who do make a big difference Especially the synthesisers profit from the new web 2.0 technologies Much easier to adapt and share content Leads to a multiplication of content un an unprecedented scale
  • Cebit Hitwise Breakfast 3rd May 2007 Question to the audience (raise hands): Who doesn‘t think companies should play in this area? I think you should but not the way you may think!
  • Cebit Hitwise Breakfast 3rd May 2007 Not everyone will contribute, but the minority who do make a big difference Especially the synthesisers profit from the new web 2.0 technologies Much easier to adapt and share content Leads to a multiplication of content un an unprecedented scale
  • Cebit Hitwise Breakfast 3rd May 2007 We have been working with the standard marketing approach But consumers are overloaded with ads and increasingly screen them out Brand messages are being screened out But no matter what happens to our communication the service / product is still being used And that creates a brand impression that is being communicated Brand message reaches consumers indirectly But message not as easily influenced Also search is becoming increasingly important In general move from push to pull Marketing should be seen to include the entire business again and not just the communication end
  • Australia.com and Marketing with a Web 2.0 Twist

    1. 1. Australia.com and marketing with a web 2.0 twistChristian Bartens, Digital Analyst, Tourism Australia
    2. 2. [ australia.com ] [ august 2007, christian bartens, digital analyst, tourism australia ]
    3. 3. [ tourism network ] [ august 2007, christian bartens, digital analyst, tourism australia ]
    4. 4. [ tourism network ] ATDW Search AgentsWA QLD NSW VIC ACT TAS NT SA [ august 2007, christian bartens, digital analyst, tourism australia ]
    5. 5. [ new strategy ] 40% 60% of visitors to australia.com of visitors [ august 2007, christian bartens, digital analyst, tourism australia ]
    6. 6. [ reach realities ] australia.com taking our brand where the eyeballs are [ august 2007, christian bartens, digital analyst, tourism australia ]
    7. 7. [ youtube.com ] [ august 2007, christian bartens, digital analyst, tourism australia ]
    8. 8. [ hobbynomics ] Consumers producing, contributing, adding, suggesting for non-monetary reasons, leaving economists (and well-known brands) in shock. If only they would reap the benefits from understanding that increasingly, contributing constitutes status for creative individuals Source: Trendwatching[ july 2007 ] [ christianbartens.com ]
    9. 9. [ basic human needs ] web 2.0 Source: Maslow [ august 2007, christian bartens, digital analyst, tourism australia ]
    10. 10. [ social media ] Source: Business Week [ august 2007, christian bartens, digital analyst, tourism australia ]
    11. 11. [ creators vs. synthesisers ] web 2.0 100% 10% 1% Consumers Synthesisers Creators search for find, adapt, start groups, and find add to and create and content share publish Source: Isobar [ august 2007, christian bartens, digital analyst, tourism australia ]
    12. 12. [ paradigm shift ] L A R I V [ august 2007, christian bartens, digital analyst, tourism australia ]
    13. 13. [ one step further ] standard media new media web 2.0 / social media [ august 2007, christian bartens, digital analyst, tourism australia ]
    14. 14. [ facebook.com ] [ august 2007, christian bartens, digital analyst, tourism australia ]
    15. 15. [ maps.google.com.au ] [ august 2007, christian bartens, digital analyst, tourism australia ]
    16. 16. [ schmap.com ] [ august 2007, christian bartens, digital analyst, tourism australia ]
    17. 17. [ westernaustralia.tv ] [ august 2007, christian bartens, digital analyst, tourism australia ]
    18. 18. [ queenslandholidays.com.au ] [ august 2007, christian bartens, digital analyst, tourism australia ]
    19. 19. [ back to basics ] searchServiceSupportEmployeesDistribution company marketing consumerExperienceBrand wom, blogs, emails, reviews, communities, social networks, photo sharing, video sharing Source: Don E. Schultz, Northwestern University [ august 2007, christian bartens, digital analyst, tourism australia ]
    20. 20. ? [ questions ]cbartens@tourism.australia.com

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