Mag. Martin Schobert, Head of Research & Development, Austrian National Tourist Office MODUL University Vienna, Department of Tourism and Hospitality Management 2009, January 20th web 2.0 social web – the austrian way …

5 thesis of travel 2.0 customer orientation – and the role of communities online identity – blogging, a dialogue with the customer use the long tail – be part of the scene create a „web of data“ – content- and data-aggregation (re)combine than reinvent the wheel – or: „new spokespersons of tourism“ ANTO online communication strategy focuses on 5 relevant developments at the social web.

customer orientation – and the role of communities

online identity – blogging, a dialogue with the customer

use the long tail – be part of the scene

create a „web of data“ – content- and data-aggregation

(re)combine than reinvent the wheel –

or: „new spokespersons of tourism“

absolutely customer oriented

change in destination travel marketing considering the abundance of products , it needs increasing selection users want orientation competent users, better range of choices better technologies, easier cost-benefit comparison supply oriented demand oriented Usability, findability, accessability and - in special - the content itself (utility) has to follow customers needs. Advertising textes, marketing-phrases and „broad variety“ of a destination‘s travel offers are boring and distracting. this means: absolute concentration on the customers needs

considering the abundance of products , it needs increasing selection

users want orientation

competent users, better range of choices

better technologies, easier cost-benefit comparison

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+

Phänomen Myspace Craigslist Etc. 4th USA February 2008

Phänomen Myspace

Craigslist

Etc.

austrian travel community www.coolaustria.com question: Is austria large enough for a social web travel community? answer: ? current members < 468 3 further „austrian“ travel communities… www.alpengluehen.com www.oeropia.at www.onebigpark.at 2. question: What is the benefit for the user ?

www.coolaustria.com

question: Is austria large enough for a social web travel community?

answer: ?

current members < 468

3 further „austrian“ travel communities…

www.alpengluehen.com www.oeropia.at www.onebigpark.at

2. question: What is the benefit for the user ?

cooperations with existing networks www.speising.net culinary-network content-cooperation 70.000 Uniques/month > 3.500 Mitglieder Goal: integration of travelling as a third focus additionally to drinking & eating content

www.speising.net

culinary-network

content-cooperation

70.000 Uniques/month

> 3.500 Mitglieder

Goal: integration of travelling as a third focus additionally to drinking & eating content

new ideas in existing networks. „ Fan“-group in Facebook: 200.000 new users/day! No. Member at 11.11.07: USA: 21.371.920 Kanada: 7.857.540 GB: 7.362.380 Australien: 1.902.120 Türkei: 1.247.360 Austria-Fanpage (45 members) Tyrol-Fanpage Swiss-Fanpage …

„ Fan“-group in Facebook:

200.000 new users/day!

No. Member at 11.11.07:

USA: 21.371.920 Kanada: 7.857.540 GB: 7.362.380 Australien: 1.902.120 Türkei: 1.247.360

Austria-Fanpage (45 members)

Tyrol-Fanpage

Swiss-Fanpage

…

destination brands need online identity

Loveable and Linkable

destination‘s identity: the people www. kaerntenblog.at 2 residents blog about hot-spots of carinthia since spring 2007 NEW: blog.kaernten.at NEW: blogtirol.at NEW: intersport-oberoesterreich. blogspot.com/ gesundheitsurlaub.blogspot.com/

www. kaerntenblog.at

2 residents blog about hot-spots of carinthia

since spring 2007

NEW: blog.kaernten.at

NEW: blogtirol.at

NEW:

intersport-oberoesterreich.

blogspot.com/

gesundheitsurlaub.blogspot.com/

blog-posts of people who live there www. wvblog.at goal: communicate the topics which are relevant for tourists and inhabitants since summer 2007 also „hot“: blog.zellamsee-kaprun.com stantonamarlberg.blogs.com

www. wvblog.at

goal: communicate the topics which are relevant for tourists and inhabitants

since summer 2007

also „hot“:

blog.zellamsee-kaprun.com

stantonamarlberg.blogs.com

authentic storytelling as destination www. lammertal.info/blog goal: authentic storytelling: to show the specialities people like, who are living there and to promote their recommandations since may 2008

www. lammertal.info/blog

goal: authentic storytelling: to show the specialities people like, who are living there and to promote their recommandations

since may 2008

B2B-identity via corporate blogs … blog.austriatourism.com R&D-employees blogging goal knowledge-transfer goal to get into a dialogue with austrian corporates since january 2008

blog.austriatourism.com

R&D-employees blogging

goal knowledge-transfer

goal to get into a dialogue with austrian corporates

since january 2008

use the „ long tail“

Quelle: http://changethis.com/10.LongTail

Quelle: http://changethis.com/10.LongTail

best of - concept too much travel offers on the web provide orientation for the user: point out specific „best of“-products pressure for specialisation increases all offers are available „long tail“ –but display only the best new b2c-project throughout austria: download of digital brochures/folders best of long tail supply

too much travel offers on the web

provide orientation for the user: point out specific „best of“-products

pressure for specialisation increases

all offers are available „long tail“ –but display only the best

new b2c-project throughout austria: download of digital brochures/folders

ANTO – blog: we are the experts ... blog.austria.info corporate blog in german ANTO employees blog about culinary travelling & hot-spots in austria „ experts“ as host-blogger start in january 2007 currently average usage / month: 7.000 visitors

blog.austria.info

corporate blog in german

ANTO employees blog about culinary travelling & hot-spots in austria

„ experts“ as host-blogger

start in january 2007

currently average usage / month: 7.000 visitors

blogger as communicator http://basicjuice.blogs.com US Wineblog with high authority in technorati ANTO New York organized a best of - traveltour through different wine-regions in austria

http://basicjuice.blogs.com

US Wineblog with high authority in technorati

ANTO New York organized a best of - traveltour through different wine-regions in austria

PR at audio & video podcasts http://www.ijourneys.com/ podcast-website of travel destination and cities Elyse Weiner is an Emmy-winner and sells (!) the podcast for US-$ 14,95 per download Vienna, Salzburg, Innsbruck, Graz, ….

http://www.ijourneys.com/

podcast-website of travel destination and cities

Elyse Weiner is an Emmy-winner and sells (!) the podcast for US-$ 14,95 per download

Vienna, Salzburg, Innsbruck, Graz, ….

blogger on a „press-trip“ http://www.austriandiary. blogspot.com/ Leslie Woit, travel – journalist GB summer 2007: farmer in a mountain-cove at Maria Alm / Salzburg. She blogged about her adventure with a cowherd of 18 milking cows Stories about the „au pair of a cowherd-blog“ in „easier travel“ & „the guardian“

http://www.austriandiary.

blogspot.com/

Leslie Woit, travel – journalist GB

summer 2007: farmer in a mountain-cove at Maria Alm / Salzburg. She blogged about her adventure with a cowherd of 18 milking cows

Stories about the „au pair of a cowherd-blog“ in „easier travel“ & „the guardian“

create a „ web of data“

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

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

Relaunch B2C-country-portal www.austria.info 40 pages, 26 languages Launch of an „Open Tourism Information Portal“ (spring 2009): open portal acting as a mash-up of existing content, which is relevant for the customer and leads him directly to the problem-solving (mostly at the site of the third party) no user-generated-content platform – we aggregate them … but integrate web 2.0 – elements (widgets, yahoo answer, tag-cloud, google map like www.bikemap.net, recommendations, …) meta-search engine … under construction …

www.austria.info

40 pages, 26 languages

Launch of an „Open Tourism Information Portal“ (spring 2009):

open portal acting as a mash-up of existing content, which is relevant for the customer and leads him directly to the problem-solving (mostly at the site of the third party)

no user-generated-content platform – we aggregate them …

but integrate web 2.0 – elements (widgets, yahoo answer, tag-cloud, google map like www.bikemap.net, recommendations, …)

meta-search engine

(re)combine then reinvent the wheel

launch of tourism-groups in networks http://XING.com/ XING (former openBC) Social Business Network 2,490.000 User (1/2008) goals business networking and a dialogue between tourism organisations start in june 2008

http://XING.com/

XING (former openBC)

Social Business Network

2,490.000 User (1/2008)

goals business networking and a dialogue between tourism organisations

start in june 2008

new spokespersons of tourism using groups in existing networks for conversations, f.e. Studi VZ - student network ” Bad Kleinkirchheim february 08 – we came, ate, drank – perfect!” “ Bad Kleinkirchheim – St. Oswald - Do spült die Musi” (austrian dialect – there is the hot-spot) “ hot springs - spa Römerbad Bad Kleinkirchheim – we need it!”

using groups in existing networks for conversations, f.e. Studi VZ - student network

” Bad Kleinkirchheim february 08 – we came, ate, drank – perfect!”

“ Bad Kleinkirchheim – St. Oswald - Do spült die Musi” (austrian dialect – there is the hot-spot)

“ hot springs - spa Römerbad Bad Kleinkirchheim – we need it!”

talk about us - offside our sites Important: monitoring of relevant content in conversations about destinations at the web

Important: monitoring of relevant content in conversations about destinations at the web

new producers destination images

we trust the new spokespersons No. of entries in wikipedia.de written about Bad Kleinkirchheim

Where to go … ? social web guideline for ANTO market offices and their online-activities developing social software for intranet-use to communicate best practices (intranet-blog, ANTO-wiki, ANTO-bookmarking …) we communicate and share our knowledge to the austrian travel industry (b2b-blog, xing-group, publish presentations on slideshare, ANTO del.icio.us-account …)

social web guideline for ANTO market offices and their online-activities

developing social software for intranet-use to communicate best practices (intranet-blog, ANTO-wiki, ANTO-bookmarking …)

we communicate and share our knowledge to the austrian travel industry (b2b-blog, xing-group, publish presentations on slideshare, ANTO del.icio.us-account …)