The power of_social_media_-_jesse_desjardins
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The power of_social_media_-_jesse_desjardins The power of_social_media_-_jesse_desjardins Presentation Transcript

  • 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 like australia
  • "....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
  • 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 hISTORY OF HUMANITY16,000bc 10,000 BC Chinese script Telegram4,000bc alphabet telephone printing press television web today
  • #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 • 2011 2010 2009 2008 ••
  • 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 Interesting.org
  • 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 @ EyeforTravel
  • 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/SeeAustraliaTwitter.com/SeeAustraliaInstagram: @SeeAustraliaGoogle+: +Australiathank you.