eDestination Marketing

eDestination Marketing Insight into a DMOs Online Communications! Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office

What you can expect today: 6 Answers!
What is a Destination?
Which (e)Media is relevant?
Role of a Destination online?
Online Strategy of Austria?
What about Social Web?
Your Best Practices?

Guest/Tourist/Traveller Distance Definition of Destinations Source: developed from Bieger 2000, S 75 Definition according to Traveller‘s Expactions / Travelling-Purpose

Thomas Bieger (2007):
geographical location chosen by a guest (segment)
contains facilities for accommodation, boarding, entertainment
“ the unit of competition” in inbound tourism, to be managed like a strategic business unit
Definition of Destinations

Encyclopedia of Tourism (2000): place, location, part of a tourism product (= the total tourism experience) Definition of Destinations

J.A. Mazanec (2006)
Destination appears in theories as
a concept pointing to …
a location where tourism services are offered and ‘all products are services’ (Vargo and Lusch 2004)
an administrative / managerial (competitive) unit
a brand identity
Definition of Destinations

1800 – The Face to Face Periode Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

1900 – Read all about it! Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

1960 – Get the latest news – live! Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

1990 – Tune in tomorrow. Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

1998 – The dawn of the Internet. Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

2004 - I decide what to do. Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

2007- Me too! Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

2009 – Everything is social. Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

2020 – Traditional is dead. Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

Peoples Stream of Information 1800-2020 Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information /

Read Buy Publish Trade 1994 2003 Talk 2006 77M 1000M 500M Users information comunication networks 1998 2000 400M 3 phases of the web Relate? 2009+

Traveller‘s View on Destinations

Traveller‘s View on Destinations cards videos blogs pictures communities ads news UGC

Operate Brand. Online. But also offsite.

persons involved site structure & definition of „action“ websearch (search engine optimization / marketing) eMarketing / online yield management social web / web 2.0 (online but offsite) attracts user‘s attention through „google‘s page 1“ Online Brand Management „ content is king!“ … how to operate touristic brands in the world wide web?

Online-Communication Strategie Today 2012 Online Brand Management Increase in ANTO‘s Web- Competence, Brand & Content-Syndication Quantitative Increase of ANTO‘s Web Presence 100% Customer Orientation, Improve ment Customer Experience

Evolution of ANTO‘s Website …

www.austria.info - offizielle Reiseführer für Österreich. Das offene Tourismus-Informationsportal des österreichischen Tourismus!

What to improve!

What is really new?

Relaunch www.austria.info - Nutzen
Emotion
Information Action 3 Functions - „AIDA“-Concept

Customer Orientation
„ explore“
Online Brand Management & „Best of“-Austria
„ plan“ Official Travel Guide to Support Holiday Planning „ search & book“ As close to booking as possible 3 phases of travel planning process

http://www.slideshare.net/adunne/designing-for-a-web-of-data

Aggregation of 'relevant‘ Content Best-Of Offers External Links Contextual Placements Pictures / Videos p.o.i. Content Mash-up‘s

We want to be a ‚Content Broker‘! Communities Tour Operators… Airlines … Travel Media …

Why is Social Media important?

Reach of Social Media

How people use Social Technologies

Different Social Media Audience
Who is using Social Media?
Creators
Critics
Collectors
Joiner
Spectators
 The percentage differs in every country!
24% 37% 21% 51% 73% 14% 19% 6% 29% 49% 9% 12% 4% 21% 38% USA EU D Jap Percentage adults 18+, multi-answers possible source: Forrester Research 2009, http://www.forrester.com/Groundswell/profile_tool.html 34% 30% 11% 26% 69%

DMO Stakeholders at the Social Web Anteil aller Erwachsenen, Mehrfachnennung möglich Quelle: http://www.forrester.com/Groundswell Consumer / Guests Journalists & Press Partner (B2B) Employees

To Whom? The Stakeholders. But how to…? What? The Actions. Why? The Benefit.

ANTO‘s Key-Actions Social Web
Listen
Get feedback, identify multiplikants, monitoring, research.
Talk
Be part of the community, spread the brand’s messages
Support
Travel-information online, dialogue with (potential) guests, differentiation through quality & design of online-services

Listen

Support

Functions and Tools at Social Web

Funktionen und Tools im Social Web

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder USA

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder Japan

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder France

Tools change.
Technology is not important!
Everything already exists.
Tools don‘t talk – people do!
Stop broadcasting – tell stories!
Conclusion 1 Online Communication Focus on people – not tools!

Different tools on different markets.
Focus on conversations!
Use local languages!
Invest in online monitoring!
Conclusion 2 Online Communication All social media is local !

Last Tipp: How to find the right eMedia? Stakeholder Partner PR/Media User Support Talk Listen Social Networks/Blogs Travel- Communities Website(s) Videos Wikis Ratings & Reviews Banner

I am glad if I could help to broader yours … Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office http://blog.austriatourism.com

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eDestination Marketing

by Martin Schobert on Oct 06, 2009

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