5A powerful global Conversation hasbegun ... – more than 10 years ago! 95 Theses 1. Markets are Conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 4. ...
6PR 2.0 = real human beings speak in ahuman voice on the behalf of corporations
our home page isn’t just coke.com, it is google.comSource: US Travelcom-Expo, Feb 2010, Dallas USA Classified - Internal useOutside the Industry Innovator of the Year Award: The Coca-Cola Company, Kari Bjorhus,
and today, I’d say… our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com and facebook.com and studiVZ.netSource: US Travelcom-Expo, Feb 2010, Dallas USA - The Coca-Cola Company, Kari Bjorhus Classified - Internal usehttp://www.slideshare.net/travelcom/outside-the-industry-innovator-of-the-year-award-the-cocacola-company-kari-bjorhus
13Something changed in PR ...... but what did change?
Public Relations 1.0 PR- Editing Visiting Media- Editorial Release. Depart. Fam- Media- Trips Confer. Journalists Personal Relation Pictures Media- Service
Public Relations 1.0 – The Process Press- & Media Services (+ PR Webpage) Presse-Release Media-Support Journalists Massmedia & Specials Target Groups Modified from: Lommatzsch 2008, Der Social Media Release
PR in Travel & Tourism - Today Press- & Media Services / Digital NewsroomSuchmaschinen RSS, PR-Newsroom Media Support Journalists Bloggers Multipliers Mass-, Special- & Online Media People Social Media in Travel & Tourism Modified from: Lommatzsch 2008, Der Social Media Release
PR in Travel & Tourism - Today Press- & Media Services / Digital NewsroomSearch-Engines RSS, PR-Newsroom Media Support Journalists Bloggers Multipliers Mass-, Special- & Online Media People Social Media in Travel & Tourism Modified from: Lommatzsch 2008, Der Social Media Release
Traditional PR Online PR Age: 100 years Age: < 5 years Format: story Format: multimedia Searchable: no Searchable: yes Trackable: placements Trackable: variable Lifespan: usually short Lifespan: infinite bounce
19What is Online PR / PR 2.0? “Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR, UK
40 #fifth. Tactics. Using the Tools our Guests are Using.Travel 2.0 – Listen Talk SupportMatrix - WHATGuest Ratings & Blogs Reviews WikisMedia (Blogger, VideosJournalists ...) APPs & MobilePartner (Travel) Communities & Social NetworksTourism Industry(Hospitality,Leisure Corpor.)
41#sixth. The Secret Story of Success. A Good Story can be Told Easily Decide for Quality. Act Courageously Do not Undervalue Customers. Clarity and Reduction. Be Human. And Talk. In Stories.
42#seventh. Measure.100 Ways to Measure Social Media Source: David Berkowitz http://www.marketersstudio.com/2009/11/100-ways-to-measure-social- media-.html#axzz0x0o6OzSM
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