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Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
Rethinking Marketing with Social Media
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Rethinking Marketing with Social Media

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Presentation by Seismonaut at the E-Tourism East Africa conference Sept 2-3rd 2010 in Nairobi

Presentation by Seismonaut at the E-Tourism East Africa conference Sept 2-3rd 2010 in Nairobi

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  1. RETHINKING MARKETING WITH SOCIAL MEDIA Join the online conversation MARIA SCHWARZ, SEISMONAUT CONFERENCE 2. SEPTEMBER 2010
  2. MARIA SCHWARZ
  3. STRUCTURE - INTRODUCTION TO SEISMONAUT - WHY SOCIAL MEDIA? - CASE: 48 HOURS IN DENMARK - 9 GUIDELINES TO SOCIAL MEDIA
  4. Se ism on au t
  5. Se ism on au t This is where I work HUSK BILLEDE
  6. SEISMONAUT IS A STRATEGIC INNOVATION CONSULTANCY BASED IN DENMARK
  7. WE DELIVER DIGITAL STRATEGIES FOR CLIENTS WITHIN THE TOURISM INDUSTRY
  8. WE WORK WITH DESTINATION MARKETING ORGANISATIONS, HOTELS AND ATTRACTIONS
  9. map create shape build
  10. map create shape build map create shape
  11. GOING INTO THE FIELD hat’s m e T
  12. map map create create shape shape build build map create shape
  13. map map create create shape shape build build create shape build
  14. map create shape build create shape build
  15. map create shape build
  16. DIGITAL BUSINESS DEVELOPMENT
  17. DIGITAL CONCEPT DEVELOPMENT
  18. DIGITAL COMPETENCY DEVELOPMENT
  19. RETHINK YOUR TOURISM MARKETING
  20. WHERE DO PEOPLE FIND THEIR INFORMATION WHEN PLANNING FOR A HOLIDAY?
  21. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85 FAMILY INFORMATION FOUND ONLINE OTHER 15,90 15,00 24,00 15,60 17,63 USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93 BLOGS, COMMUNITIES THE HOTEL OR OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  22. MORE THAN75% OF ALL WEB SEARCHES IN EUROPE ARE DONE THROUGH
  23. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85 FAMILY INFORMATION FOUND ONLINE OTHER 15,90 15,00 24,00 15,60 17,63 USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93 BLOGS, COMMUNITIES THE HOTEL OR OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  24. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85 FAMILY INFORMATION FOUND ONLINE OTHER 15,90 15,00 24,00 15,60 17,63 USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93 BLOGS, COMMUNITIES THE HOTEL OR OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  25. BETWEEN 60-70% OF MARKETING GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 BUDGETSFROM FRIENDS AND IN HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 DENMARK ARE RECOMMENDATIONS FAMILY INFORMATION FOUND ONLINE OTHER 24,20 15,90 20,10 15,00 20,00 24,00 23,10 15,60 21,85 17,63 STILL BEING SPENT USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES THE HOTEL OR 20,80 13,00 18,90 7,00 14,93 HERE OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  26. WHERE AND HOW DO YOU PLAN GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 TO SPEND YOUR AND HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 MARKETING RECOMMENDATIONS FROM FRIENDS FAMILY INFORMATION FOUND ONLINE OTHER 24,20 15,90 20,10 15,00 20,00 24,00 23,10 15,60 21,85 17,63 BUDGETS IN USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES THE HOTEL OR 20,80 13,00 18,90 7,00 14,93 2011? OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  27. MY TRIP TO NAIROBI
  28. Before During After MY TRIP TO NAIROBI
  29. BEFORE
  30. DURING
  31. hotel - flight - ... DURING
  32. DURING
  33. DURING
  34. AFTER
  35. SOMETHING HAS CHANGED
  36. THE DIGITAL TRAVELLERS HAS ARRIVED
  37. AND IT CHALLENGES OUR USUAL WAYS OF THINKING
  38. GONE ARE THE PASSIVE OBSERVERS WHO WE COULD APPROACH
  39. WITH OUR TRADITIONAL BROADCAST MENTALITY
  40. THE INTERNET IS THE FOREMOST INFLUENCE ON THE CONSUMER’S DECISION PROCESS
  41. AND ONLINE TRAVELLERS DECIDE ON WHERE TO SPEND THEIR VACATION USING SOCIAL MEDIA
  42. WORDPRESS
  43. TWITTER
  44. FACEBOOK
  45. SEEDING THE STORY
  46. BLOGGERS RESPOND
  47. BLOGGERS RESPOND
  48. BLOGGERS RESPOND
  49. TRENDWATCHING SITES
  50. EVEN NEWSPAPERS FINALLY PRINTED THE STORY
  51. APPLICATIONS
  52. http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded APPLICATIONS
  53. ONLINE VOTING
  54. THREE WINNERS
  55. DOCUMENTING THEIR TRIP
  56. DOCUMENTING THEIR TRIP
  57. DOCUMENTING THEIR TRIP
  58. THE MOTIVATION HOW CAN YOU MOTIVATE YOUR COSTUMERS TO
  59. PARTICIPATE AND ENGAGE THEAGE.COM.AU
  60. Th is sii mp ort an t NO SIZE FITS ALL ANYBODY
  61. 1
  62. LISTEN TO THE ONLINE CONVERSATION MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
  63. ONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SA MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
  64. MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
  65. MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
  66. 2
  67. FIND YOUR TARGET AUDIENCE
  68. • billede af netnografi... WHERE ARE THEY, WHAT ARE THEIR LIKES AND DISLIKES AND WHAT DO THEY WANT FROM YOU
  69. 3
  70. PROMOTE YOU MUST PROMOTE YOUR SERVICES THROUGH RELEVANT ONLINE CHANNELS
  71. DON’T MASS BOMB. AIM FOR THE NICHE
  72. CHOOSE THE RELEVANT ONLINE CHANNELS
  73. 4
  74. CREATE & DISTRIBUTE CONTENT CONTENT IS KING. YOU MUST BE ABLE TO USE TOOLS LIKE WORDPRESS, TUMBLR, YOUTUBE
  75. HVAD KRÆVER + + + SHOW ME. DON’T TELL ME
  76. HVAD KRÆVER + + + $0 $250 $0 (you probably have one allready :)
  77. SHOW ME. DON’T TELL ME
  78. 5
  79. INVOLVE AND ENGAGE COMMENT AND DISCUSS TOPICS OF RELEVANCE FOR YOUR BUSINESS
  80. DON’T BE TOO TECHNICAL BE PERSONAL MOTIVATE CO-CREATION REMIND PEOPLE
  81. 500 DEVOTED FANS ARE BETTER THAN 5000 WHO DON’T CARE nt rta po im is QUALITY TRUMPHS QUANTITY is Th
  82. 6
  83. STOP TRYING TO SELL
  84. SURE, THE ULTIMATE GOAL IS TO SELL, BUT YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE CONSTANTLY PUSHING OUT YOUR PRODUCTS.
  85. 7
  86. BE HONEST YOUR FRIENDS AND FOLLOWERS EXPECT YOU TO BE 100% HONEST WITH THEM
  87. CHOICEHOTELS.COM
  88. TRIPADVISOR.COM
  89. CHOICEHOTELS.COM “Comfort Hotel Østerport is a hotel full of atmosphere and only a few years ago totally renovated, so today it appears in a fresh and modern style.”
  90. GONE ARE THE DAYS WHEN WE COULD CHEAT IN BROCHURES
  91. OR DRESS UP OUR HOTEL ROOM TO LOOK ALL GOOD
  92. OR CHEAT WITH THE LOCATION
  93. OR EVEN THE DINNER BUFFET
  94. JUST BE HONEST OR EVEN THE DINNER BUFFET
  95. 8
  96. RUN SOME TEST PROJECTS GIVE YOUR IDEAS A TRY AND SEE IF THEY WORK IN REAL LIFE
  97. DANISH OPEN AIR MUSEUM
  98. 100% 90% 80% 70% 60% 50% 40% 30% 20% 13-18 10% 19-25 26-35 0% 36-45 Age groups 46-65 FACEBOOK IN DENMARK
  99. DANISH OPEN AIR MUSEUM
  100. TWO HOURS TO SET UP
  101. 5 HOUR TEST PERIOD
  102. 100 TEST PERSONS
  103. 100 FACEBOOK AMBASSADORS
  104. WITH 100 FRIENDS EACH
  105. REACHING 10.000 POTENTIAL VISITORS
  106. 9
  107. PRIORITISE AND INVEST TIME
  108. SOCIAL MEDIA TAKES TIME
  109. WHO? SOMEONE WHO UNDERSTAND TECHNOLOGY AS WELL AS PEOPLE
  110. RETHINK YOU TOURISM MARKETING
  111. OS UM UP T UNDERSTANDING PEOPLE IS JUST AS IMPORTANT AS UNDERSTANDING THE TECHNOLOGY THINK ABOUT THE WHOLE EXPERIENCE BEFORE - DURING - AFTER PUT ASIDE TIME AS WELL AS MONEY IN THE MARKETING BUDGET FOR SOCIAL MEDIA
  112. THANK YOU MARIA@SEISMONAUT.COM

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