Online PR in Travel and Tourism

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Präsentation of strategy and tactics "Putting the Public back into PR" in Travel & Tourism at a fam-trip excursion of Lahti University of Applied Sciences during a visit at "Die Garten. Tulln."

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Online PR in Travel and Tourism

  1. 1. Online PR in Travel & Tourism.„Putting the Public back into PR“ – Strategy & Tactics for Tourism Industry. Martin Schobert at Opintomatka Itävalta of Lahti University, 5. 4. 2011.
  2. 2. 2
  3. 3. 3How to ....... design digitalrelations to thepublic in travel &tourism?
  4. 4. 4A powerful global Conversationhas begun ...
  5. 5. 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.  ...
  6. 6. 6PR 2.0 = real human beings speak in ahuman voice on the behalf of corporations
  7. 7. 7
  8. 8. 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,
  9. 9. 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
  10. 10. 10
  11. 11. 11We re-tweetthe best ofyour tweets
  12. 12. 12„Our people glue community together“
  13. 13. 13Something changed in PR ...... but what did change?
  14. 14. Public Relations 1.0 PR- Editing Visiting Media- Editorial Release. Depart. Fam- Media- Trips Confer. Journalists Personal Relation Pictures Media- Service
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 19What is Online PR / PR 2.0? “Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR, UK
  20. 20. Social Media Newsroom. Solution?
  21. 21. 21 Your PR Toolbox Yesterday ... Surveys Photography TV interviews Press releases Competitions VNR Press trips Radio interviews Media relations Stunts Advertorials Audio featuresInvestor relations White papers Stunts Guerrilla activity NewslettersInternal communications Brand publications Interviews Reputation Events Stakeholder relations Conferences Management Brand ambassador activity Crisis Management Press briefings Product launches Source: http://www.slideshare.net/renaissancechambara/090326-online-pr
  22. 22. 22 ... Has Got Even Bigger ... Infographics Online surveytorials Search Engine Optimised Releases Surveys Online monitoring Online surveysPress release distribution Webcasts Online media centres Photography TV interviews Press releases Competitions Tagged photography VNR Skypecasts Social media releases Online media relations Webchats Press trips Radio interviews Media relations Stunts Podcasts/Vodcasts Internet radio Blogger relations Advertorials Mashups Audio features Investor relations Virtual World events White papers Stunts Guerrilla activity RSS feeds Microblogs Folksonomies Viral Widgets Newsletters Social network APIs Search Engine Optimised brand Internal communications Online publications Reputation Brand publications Internal blogs WIKI’s Management Corporate/Brand blogs Interviews Reputation Events Stakeholder relationsForums/Boards/Comments Conferences Management Brand ambassador activity Crisis Management Stakeholder mappingSocial Tagging Social Search Press briefings Product launches Crowdsourcing Social Bookmarking Social Networking Social Networking events Source: http://www.slideshare.net/renaissancechambara/090326-online-pr
  23. 23. 23Engage. Online PR.# Seven Steps ...... to MeaningfulRelations with Public.
  24. 24. 24#first. The Strategy.Define where you want to be!
  25. 25. 25One Objective. Three ways to go. Strategy 1 Listen Today Strategy 2 Talk 2012 Strategy 3 Support This is what we people want to talk about us
  26. 26. 26More Stakeholders to Connect ... Visitors Partners New Media (Travel- & (Journalists, Marketing) Bloggers ...) Tourism Industry
  27. 27. 27#second. Listen.
  28. 28. 28#second. Listen.Different Monitoring-Strategies.
  29. 29. 29#second. Listen.Different Monitoring-Strategies.   Define „What for?“ + „Who?“   Free Tools – Do It Yourself!   Social Monitoring Specialists   Web Monitoring Tools   Web Analytics Tools   Brand & Reputation Tools   Import Collected Data to Own Dashboard (Excel)
  30. 30. 30Monitoring Tools?Reputation Tools in Europe(Master-Theses Sep. 2010, German Language)http://www.scribd.com/doc/37758351/Instrumente-des-Social-Media-Monitoring Interaction: http://www.radian6.com/ http://www.nielsen-online.com/ products_buzz.jsp? section=pro_buzz Cost efficient, reduced complexity and semantic: http://www.systemone.net/en/ products/radar Monitoring Brand & Reviews: http://www.trustyou.com/ http://www.circos.com/ http://www.reviewpro.com/
  31. 31. 31#third. Talk.Interact with relevant Stakeholder.
  32. 32. 32Oh sorry. This is Talking to the Public.
  33. 33. Talk. With Pictures. 10.000 views 300 UG Photos /1 year. 33Source: Kristin Geruschke, Manager CRM/eCommerce TUICruises, EyeForTravel Summit 2010, Prague
  34. 34. 34Enabling Talks about your Brand.
  35. 35. 35Unplanned Talks. Use Chances! Source: http://twitpic.com/1hjhmv
  36. 36. 36#fourth. Support – the new Marketing.
  37. 37. 37Support Makes Promotion Useful. "Adding these chicagospecific badges encourages users to try out new businesses and promote lesser-known landmarks."
  38. 38. 38Support Makes Promotion Useful.
  39. 39. 39Support is „Experience“-PR.
  40. 40. 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. 41. 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. 42. 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
  43. 43. 43You are a great audiance!www.tourismusdesign.com T +43 676 77 14 007Twitter http://twitter.com/joebertlFacebook http://facebook.com/tourismusdesignXING https://www.xing.com/profile/Martin_SchobertLinkedIn http://www.linkedin.com/in/martinschobert

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