Travel 2.0 A Guidebook for Tourism Martin Schobert [email_address] Austrian National Tourist Office Web 2.0 for destinations - a fancy trend or must?

A beautiful forest is more than a tree …

Travel 2.0 in Austria. A Guidebook for the Industry.

Today: Insight into 2. Edition What? The Objectives. To Whom? The Stakeholders. Why? The Benefit. … is Travel2.0 relevant?

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“ Why? Online Brand Management „ content is king!“ … how to operate touristic brands in the world wide web?

Challenge is … … to operate the Brand online – but offsite!

operate brand the way you want to.

What to consider? Objectives Stakeholders Tools

Social Media Tools & ANTO Blogs Microblogging (Travel-)Wikis (Desktop-)Widgets Social Networks Ratings & Reviews Travel Communities Video-, Audio & Photo-Sharing Geo-Coded Websites (google maps, …) Focus on people – not tools!

Blogs

Microblogging

(Travel-)Wikis

(Desktop-)Widgets

Social Networks

Ratings & Reviews

Travel Communities

Video-, Audio & Photo-Sharing

Geo-Coded Websites (google maps, …)

Social Media Tools Tools change. Technology is not important! Everything already exists. Tools don‘t talk – people do! Focus on conversations! Stop broadcasting – tell stories! Focus on people – not tools!

Tools change.

Technology is not important!

Everything already exists.

Tools don‘t talk – people do!

Focus on conversations!

Stop broadcasting – tell stories!

Get feedback Know customer Improve products and services Know what they talk about brand  Listen Offer information Become part of the community Gain “Social Capital” Operate brand with important keywords  Talk The Objectives Give & improve support Encourage web self support Reduce service costs Add “service” to your brand  Support And yes, of course:  Sales But first comes:  Brand

Get feedback

Know customer

Improve products and services

Know what they talk about brand

 Listen

Offer information

Become part of the community

Gain “Social Capital”

Operate brand with important keywords

 Talk

Give & improve support

Encourage web self support

Reduce service costs

Add “service” to your brand

 Support

User / Consumer Journalists & Press Partner (B2B) Employees The Stakeholders.

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

Social Media Stakeholders: Creators Critics Collectors Joiner Spectators None of the above  The percentage differs in every country! 6% 20% 11% 22% 47% 14% 14% 19% 6% 16% 49% 44% 11% 14% 4% 17% 38% 53% USA EU D Jap Percentage of adults, multiple answers possible Source: http://www.forrester.com/Groundswell 35% 32% 12% 30% 72% 19% The User as Stakeholder

Social Media Stakeholders:

Creators

Critics

Collectors

Joiner

Spectators

None of the above

 The percentage differs in every country!

All Social Media is local! source: http://przwonull.de/eintrag.php?id=126 Conclusion 1

All Social Media is local! source: http://przwonull.de/eintrag.php?id=126 Conclusion 1 + 2 Sales follow Brand follows Talks

Blogs Communities Widgets Videos Wikis Ratings & Reviews Conclusion 3: combine & decide Listen Talk Support Guest Employees Partner (B2B) Journalists & Press

Communities

Martin Schobert Austrian National Tourist Office, Head of Research & Development blog.austriatourism.com, linkedin, xing, … Enter, Amsterdam, January 2009 EXPLORING & LEARNING – STEP BY STEP.