Putting the public back into public relations

Puttingthe Public back into PR in Travel & Tourism
eBusinessAcademy, European Travel Commission
Belgrade, 22. October 2010

How to ....... design digital relations to thepublic in travel & tourism?
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A powerful global Conversationhas begun ...
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A powerful global Conversation has begun ... – morethan 10 yearsago!
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95 Theses
Markets areConversations.
Markets consist of human beings, notdemographicsectors.
Conversationsamong human beingssound human. Theyareconducted in a human voice.
...

PR 2.0 = real human beingsspeak in a human voice on the behalf of corporations
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Were-tweetthe best of yourtweets

„Ourpeoplegluecommunitytogether“
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Classified - Internal use
our home page isn’t just coke.com, it is google.com
Source: US Travelcom-Expo, Feb 2010, Dallas USA
Outsidethe Industry Innovator of theYearAward: The Coca-Cola Company, KariBjorhus,

Classified - Internal use
and today, I’d say…
our home page isn’t just coke.com, it is google.comand hyves.nland twitter.comand youtube.comand facebook.comand studiVZ.net
Source: US Travelcom-Expo, Feb 2010, Dallas USA - The Coca-Cola Company, KariBjorhus
http://www.slideshare.net/travelcom/outside-the-industry-innovator-of-the-year-award-the-cocacola-company-kari-bjorhus

Public Relations 1.0
Journalists

Public Relations 1.0 – TheProcess
Press- & Media Services (+ PR Webpage)
Media-Support
Presse-Release
Journalists
Massmedia & Specials
Target Groups
Modified from: Lommatzsch 2008, Der Social Media Release

PR in Travel & Tourism - Today
Press- & Media Services / Online Newsroom
Suchmaschinen
RSS, PR-Newsroom
Media Support
JournalistsBlogger Multiplikatoren
Fach-, Massen- & Onlinemedien
Ziel- und Bezugsgruppen
Social Media im Tourismus

New Processes. PR 2.0 in tourism
Press- & Media-Services / Digital Newsroom
Search-Engines
RSS, PR-Newsroom
Media-Support
JournalistsBloggers Multipliers
Mass-, Special- & Online Media
People
Social Media in Travel & Tourism

Whatis Online PR / PR 2.0?
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“Communicating over the web and using new technology to effectively communicate with stakeholders”
Source: CIPR

Traditionalvs Online PR
Age: 100 years
Format: story
Searchable: no
Trackable: placements
Lifespan: usually short
Age: < 5 years
Format: multimedia
Searchable: yes
Trackable: variable
Lifespan: infinite bounce

Social Media Newsroom. Solution?

Engagement.In Five Steps ...... to Engage in Meaningful Relations withthe Public.
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First. TheStrategy.Definewhereyouwant to be!
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More Stakeholders to Connect ...
22
Visitors
New Media (Journalists, Bloggers ...)
Partners
(Travel- &
Marketing)
Tourism Industry

One Objective. Threeways to go.
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Strategy 1 Listen
2012
Today
Strategy 2 Talk
Strategy 3 Support
Thisiswhatwepeoplewant to talkaboutus

Tool: Travel 2.0 MatrixFix Online PRActivities and Ressources.
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What do wewantto do?

Travel 2.0 MatrixFix Online PR Goals and Ressources.
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Whoisresponsible? PR-Team, Online-Team, PR-Agency ...

Listen to yourBrand.Different Monitoring-Strategies.
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Define„Whatfor?“ + „Who?“
FreeTools – Do It Yourself!
SocialMonitoringSpecialists
Web Monitoring Tools
Web Analytics Tools
Brand & Reputation Tools
Import Collected Data to OwnDashboard (Excel)

Monitoring Tools I am using.
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Interaction: http://www.radian6.com/ http://www.nielsen-online.com/products_buzz.jsp?section=pro_buzz
costefficient, reducedcomplexity and semanticapproach: http://www.systemone.net/en/products/radar
Monitoring Brand & Reviews: http://www.trustyou.com/ http://www.circos.com/ http://www.reviewpro.com/
Reputation Tools in Europe
(Master-Theses Sep. 2010, German Lang.)
http://www.scribd.com/doc/37758351/Instrumente-des-Social-Media-Monitoring

Talk.Interactwith relevant Stakeholder.
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Oh – sorry.ThisisTalking to the Public
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Talk. With Pictures. 10.000 views 300 UG Photos /1 year.
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Source: Kristin Geruschke, Manager CRM/eCommerce TUI Cruises, EyeForTravelSummit 2010, Prague

Enabling Talks aboutyour Brand.
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UnplannedTalks. UseChances!
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Source: http://twitpic.com/1hjhmv

Support istheNew Marketing.
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SupportMakesPromotionUseful.
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"Addingthesechicagospecific
badgesencouragesusers to try out newbusinesses and promotelesser-knownlandmarks."

SupportMakesPromotionUseful.
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"Addingthesechicagospecific
badgesencouragesusers to try out newbusinesses and promotelesser-knownlandmarks."

Support is „Experience“-PR.FromSatisfaction to Enthusiasm.
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#second. Tactics.UsingtheTools ourGuestsareUsing.
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Ratings & Reviews
Blogs
Videos
Wikis
Communities & Social
Networks
APPs & Mobile

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Your PR Toolbox ...
Surveys
Photography
TV interviews
Press releases
Competitions
VNR
Radio interviews
Press trips
Media relations
Stunts
Advertorials
Audio features
Investor relations
White papers
Stunts
Guerrilla activity
Newsletters
Internal communications
Brand publications
Interviews
Reputation Management
Events
Stakeholder relations
Conferences
Brand ambassador activity
Crisis Management
Press briefings
Product launches
Source: http://www.slideshare.net/renaissancechambara/090326-online-pr

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Has gotevenbigger ...
Infographics
Online surveytorials
Surveys
Search Engine Optimised Releases
Online surveys
Online monitoring
Press release distribution
Webcasts
Photography
TV interviews
Online media centres
Skypecasts
Press releases
Tagged photography
Competitions
VNR
Webchats
Social media releases
Online media relations
Radio interviews
Press trips
Media relations
Stunts
Podcasts/Vodcasts
Internet radio
Blogger relations
Mashups
Advertorials
Audio features
Investor relations
Virtual World events
White papers
Stunts
Guerrilla activity
RSS feeds
Microblogs
Viral
Folksonomies
Widgets
Newsletters
Social network APIs
Search Engine Optimised brand
publications
Online Reputation Management
Internal communications
Brand publications
Internal blogs
WIKI’s
Corporate/Brand blogs
Interviews
Reputation Management
Events
Stakeholder relations
Conferences
Forums/Boards/Comments
Stakeholder mapping
Brand ambassador activity
Crisis Management
Dark blogs
Social Search
Crowdsourcing
Social Tagging
Product launches
Press briefings
P2P
Social Bookmarking
Social Networking
Social Networking events
Source: http://www.slideshare.net/renaissancechambara/090326-online-pr

#third. New PR Tools in Travel & Tourism
* Important: Online PR-Keywords, Tags, Like Button, ...
** Blogger, Twitter,
Scribd,Issue,
Slideshare...

YouarenotAlone.Support Engagement of your Industry.
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Source:
Justin Reid, Visit Britain,
Head of Digital & Social Media,
Eye for Travel SummitPrague 2010

#fourth. Fix aBaseline.Fix Activitiesin aTimeline.
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Before
Start FB / Online PR / Blog / Twitter / XING / FlickR...

#fifth. Measure.100WaystoMeasureSocialMedia
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Source: David Berkowitzhttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html#axzz0x0o6OzSM

#fifth. Measure.LeavetheAnalyzingdo theAnalysts!
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Source: David Berkowitzhttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html#axzz0x0o6OzSM

Conclusion.TheSecret Story of Success:
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Take yourspokesmenby hand.
Tellthem to engage
Tellthem to listen.
Tell them to supportwithstories.
Listenagain.
Measuretheresults.
Learn. Tryagain.
Be human. And talk.

Youare a greataudiance!
www.tourismusdesign.com T +43 676 77 14 007
Twitter http://twitter.com/joebertl
Facebook http://facebook.com/tourismusdesign
XING https://www.xing.com/profile/Martin_Schobert
LinkedInhttp://www.linkedin.com/in/martinschobert
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Putting the public back into public relations

by Martin Schobert on Oct 22, 2010

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Putting the public back into public relations — Presentation Transcript