Jesse DesjardinsSocial Media & Advocacy ManagerTourism Australia3 Million FacebookFans Can’t Be Wrong
There’s nothing like australia
The world travels to experience   difference   There’s nothing like australia
The world travels         Word of to experience            mouth is   difference           all powerful   There’s nothing ...
"....a person serving many masterswith conflicting interests, whileattempting to market an intangibleproduct without havin...
social + advocacy
Trip echo   pre social
Trip echo   pre social                after social
Social storytellingFacebook, Twitter, Google+...what’s it good for?Reviews / Comments... and what else?
- David AllenYou Can Do Anything,But Not Everything
history
internet
internet   web 2.0
internet   web 2.0   social web
72 hoursof video are uploaded toYouTube every minute
500 yearsof YouTube videos are watchedevery day on Facebook
250 millionphotos are uploaded toFacebook every day
every 48 hoursmore information is createdonline than all the informationthat existed before mankind upuntil 2003
worst thing islosing relevance.
why social media?
Technology changes fast...
Technology changes fast...people change slowly
28,000bc           Oldest cave paintings                                                                       22,000bc   ...
#1 Issue:People are applying the waysthey work with existing media,to the new medium.
TOO MANY PEOPLE    ARE FOCUSED ON THE NOW•
Printing press = latin manuscript
Printing press = latin manuscriptFilms = visual newspapers
Printing press = latin manuscriptFilms = visual newspapersWeb = digital print
Printing press = latin manuscriptFilms = visual newspapersWeb = digital print
Social is a new media
Social is a new mediaSocial is aboutpeople and theirrelationships.
Party example.          •      “I don’t understand social”
The web is being rebuiltaround people.
interests           interests              friends             friends         friend’s interest   friend’s interestmobile
FASTER HORSE
Radicaltransparency
socialstorytelling
It’s not easyand it’s not free
...we could be selling insurance.lETTING THE CONSUMER   BUILD THE BRAND
Build a platform that others can build on
3.4m                                        2012                                 1.2m                      •              ...
1,400/week
1,400/week   500-1000/day
3.4mDon’t tell people a story,give them a story to tell.
398m                             3.4mDon’t tell people a story,give them a story to tell.
(hotels run on systems)systems instead of campaigns
co-developing  one waystorytelling
make otherpeople the hero
@TourismAu
@TourismAu
@TourismAu
@TourismAu
@TourismAu
@TourismAu
@TourismAu
@TourismAu
It’s how people build relationshipswith people & brands.Many lightweightinteractions over time.
Photos are becoming the new review- tripadvisor
Master the art ofVisual Storytelling
Only 4% of English languageconversations are between      native speakers          Fredrik Härén        Author; Founder   ...
Content
Contentvs Context
distribution isalmost free
Karate
Karate   Aikido
facebook
950m   11m Aussies
tHE BIG CHALLENGE:tHERE’S NO MARKETING THAT’SMORE IMPORTANT THAN YOUR FRIENDS... so we can’t apply the old rules
interests           interests              friends             friends         friend’s interest   friend’s interestmobile
google+
Social will becomthe new search
twitter
You can’t controlwhat people say,but you cancontrol the tone.
social insights to help drivemarketing decisions
reviews
THE BEST ADVERTISINGISN’T ADVERTISING
“i LOVE THIS park,i HIGHLY RECOMMEND IT!
- FRIEND“i LOVE THIS park,i HIGHLY RECOMMEND IT!
“The average travelpurchase online involvesover 50 unique searchqueries and 2.5 hours ofresearch time”- Google @ EyeforTra...
The end part of this    presentation
you can reverse engineer anythinggood ideas are everywhere
everythingisaremix.info
everythingisaremix.info
Outsource or give leaveit to the youngest person.
Outsource or give leaveit to the youngest person.don’t put socialin a silo...
Generation knowing nothing but “social”entitlement kills
TECHNOLOGY WON’TBE THE SAME IN 2 YEARS
- David AllenYou Can Do Anything,But Not Everything
THE BEST THING IS PEOPLE
Jesse DesjardinsSocial Media & Advocacy ManagerTourism Australiajdesjardins@tourism.australia.comFacebook.com/SeeAustralia...
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
The power of_social_media_-_jesse_desjardins
Upcoming SlideShare
Loading in...5
×

The power of_social_media_-_jesse_desjardins

276

Published on

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
276
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
13
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

The power of_social_media_-_jesse_desjardins

  1. 1. Jesse DesjardinsSocial Media & Advocacy ManagerTourism Australia3 Million FacebookFans Can’t Be Wrong
  2. 2. There’s nothing like australia
  3. 3. The world travels to experience difference There’s nothing like australia
  4. 4. The world travels Word of to experience mouth is difference all powerful There’s nothing like australia
  5. 5. "....a person serving many masterswith conflicting interests, whileattempting to market an intangibleproduct without having any controlover any part of that product"- Robert Ford and Bill Peeper in Managing Destination Marketing Organisations
  6. 6. social + advocacy
  7. 7. Trip echo pre social
  8. 8. Trip echo pre social after social
  9. 9. Social storytellingFacebook, Twitter, Google+...what’s it good for?Reviews / Comments... and what else?
  10. 10. - David AllenYou Can Do Anything,But Not Everything
  11. 11. history
  12. 12. internet
  13. 13. internet web 2.0
  14. 14. internet web 2.0 social web
  15. 15. 72 hoursof video are uploaded toYouTube every minute
  16. 16. 500 yearsof YouTube videos are watchedevery day on Facebook
  17. 17. 250 millionphotos are uploaded toFacebook every day
  18. 18. every 48 hoursmore information is createdonline than all the informationthat existed before mankind upuntil 2003
  19. 19. worst thing islosing relevance.
  20. 20. why social media?
  21. 21. Technology changes fast...
  22. 22. Technology changes fast...people change slowly
  23. 23. 28,000bc Oldest cave paintings 22,000bc hISTORY OF HUMANITY16,000bc 10,000 BC Chinese script Telegram4,000bc alphabet telephone printing press television web today
  24. 24. #1 Issue:People are applying the waysthey work with existing media,to the new medium.
  25. 25. TOO MANY PEOPLE ARE FOCUSED ON THE NOW•
  26. 26. Printing press = latin manuscript
  27. 27. Printing press = latin manuscriptFilms = visual newspapers
  28. 28. Printing press = latin manuscriptFilms = visual newspapersWeb = digital print
  29. 29. Printing press = latin manuscriptFilms = visual newspapersWeb = digital print
  30. 30. Social is a new media
  31. 31. Social is a new mediaSocial is aboutpeople and theirrelationships.
  32. 32. Party example. • “I don’t understand social”
  33. 33. The web is being rebuiltaround people.
  34. 34. interests interests friends friends friend’s interest friend’s interestmobile
  35. 35. FASTER HORSE
  36. 36. Radicaltransparency
  37. 37. socialstorytelling
  38. 38. It’s not easyand it’s not free
  39. 39. ...we could be selling insurance.lETTING THE CONSUMER BUILD THE BRAND
  40. 40. Build a platform that others can build on
  41. 41. 3.4m 2012 1.2m • 2011 2010 2009 2008 ••
  42. 42. 1,400/week
  43. 43. 1,400/week 500-1000/day
  44. 44. 3.4mDon’t tell people a story,give them a story to tell.
  45. 45. 398m 3.4mDon’t tell people a story,give them a story to tell.
  46. 46. (hotels run on systems)systems instead of campaigns
  47. 47. co-developing one waystorytelling
  48. 48. make otherpeople the hero
  49. 49. @TourismAu
  50. 50. @TourismAu
  51. 51. @TourismAu
  52. 52. @TourismAu
  53. 53. @TourismAu
  54. 54. @TourismAu
  55. 55. @TourismAu
  56. 56. @TourismAu
  57. 57. It’s how people build relationshipswith people & brands.Many lightweightinteractions over time.
  58. 58. Photos are becoming the new review- tripadvisor
  59. 59. Master the art ofVisual Storytelling
  60. 60. Only 4% of English languageconversations are between native speakers Fredrik Härén Author; Founder Interesting.org
  61. 61. Content
  62. 62. Contentvs Context
  63. 63. distribution isalmost free
  64. 64. Karate
  65. 65. Karate Aikido
  66. 66. facebook
  67. 67. 950m 11m Aussies
  68. 68. tHE BIG CHALLENGE:tHERE’S NO MARKETING THAT’SMORE IMPORTANT THAN YOUR FRIENDS... so we can’t apply the old rules
  69. 69. interests interests friends friends friend’s interest friend’s interestmobile
  70. 70. google+
  71. 71. Social will becomthe new search
  72. 72. twitter
  73. 73. You can’t controlwhat people say,but you cancontrol the tone.
  74. 74. social insights to help drivemarketing decisions
  75. 75. reviews
  76. 76. THE BEST ADVERTISINGISN’T ADVERTISING
  77. 77. “i LOVE THIS park,i HIGHLY RECOMMEND IT!
  78. 78. - FRIEND“i LOVE THIS park,i HIGHLY RECOMMEND IT!
  79. 79. “The average travelpurchase online involvesover 50 unique searchqueries and 2.5 hours ofresearch time”- Google @ EyeforTravel
  80. 80. The end part of this presentation
  81. 81. you can reverse engineer anythinggood ideas are everywhere
  82. 82. everythingisaremix.info
  83. 83. everythingisaremix.info
  84. 84. Outsource or give leaveit to the youngest person.
  85. 85. Outsource or give leaveit to the youngest person.don’t put socialin a silo...
  86. 86. Generation knowing nothing but “social”entitlement kills
  87. 87. TECHNOLOGY WON’TBE THE SAME IN 2 YEARS
  88. 88. - David AllenYou Can Do Anything,But Not Everything
  89. 89. THE BEST THING IS PEOPLE
  90. 90. Jesse DesjardinsSocial Media & Advocacy ManagerTourism Australiajdesjardins@tourism.australia.comFacebook.com/SeeAustraliaTwitter.com/SeeAustraliaInstagram: @SeeAustraliaGoogle+: +Australiathank you.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×