Travel 2.0: Strategy & Tactics in an Aera of Co-Creation and Social Media

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How to develop a Social Media Strategy for a tourism organisation?

To-do's for Hotels & Destination Management:
Focus on Product, Focus on the Guest, develop an Action Plan for the next 3 years!

How to develop Social Media Tactics and an Action Plan in 7 steps.

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Travel 2.0: Strategy & Tactics in an Aera of Co-Creation and Social Media

  1. Martin Schobert @ Creative Lappland Seminar 2010<br />TRAVEL 2.0<br />Strategy & TacticsforSocial Web Activities in Travel andTourism<br />
  2. Who isSpeakingto Us?<br />Martin Schobert, 38 Years, Austrian<br />Traveller & Tourism Enthusiast<br />Experience Design in Tourism<br />
  3. Martin & Experience Design …<br />
  4. … working in theleisureindustry!<br />
  5. 12 YearsofTourismKnowledgeand<br />Marketing, PR- & Online Experience<br /><ul><li> Marketing, Sales Promotion in </li></ul> Vienna & Paris<br /><ul><li>DirectorofDomestic Market Office
  6. Head of Research & Development
  7. Head of Internet Strategy</li></ul>slideshare, blog.austriatourism.com<br />Austrian National Tourist Office<br />
  8. Just founded „tourismusdesign“ …<br /><ul><li> Experience Design in Landscapes
  9. Service Design & Customer Journey
  10. Storytelling, Online PR, Social Media</li></li></ul><li>Agenda „Travel 2.0“<br />Yes – Social Media. But why?<br />First: Focus on yourProduct!<br />Second: Focus on yourGuests!<br />Third: HowtodevelopStrategy & Tactics?<br />Last: Use Case „How to ...“ Facebook!<br />
  11. Why important?<br />yes. But Why?<br />Shouldtourismorganisationsactivelyexploitsocial media?<br />
  12. Peoples Stream of Information<br />Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information/<br />
  13. Compare Online-Media<br />
  14. Social Media Reach<br />
  15. „Universal Search“<br />Weblogs<br />News<br />Pictures<br />Videos<br />User Content<br />Destination<br />Adwords<br />Maps<br />Communities<br />
  16. ThisistheSocial Web!<br />
  17. Funktionen und Tools im Social Web<br />
  18. http://www.slideshare.net/onitz/social-search-wie-social-media-den-kampf-um-aufmerksamkeit-verndert<br />
  19. Classified - Internal use<br />our home page isn’t just coke.com, it is google.com<br />
  20. Classified - Internal use<br />and today, I’d say…<br />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.net<br />
  21. Why important?<br />Where to start?<br />From Strategy to Practice.<br />
  22. First: Focus on yourProduct<br />
  23. First: Focus on yourProduct<br />Whatexactlyisyourproduct. Just one.<br />Whatmakesyouunique?<br />Describeyourgreatestexperience.<br />Howtofeel, touch, smellexperience?<br />Howtoshareexperience? <br />
  24. Second: Focus toyour Customer<br />
  25. Second: Focus toyour Customer<br />
  26. Persona Concept in Travel<br />Defineyour „perfectguest“. Just oneortwo!<br />Explorethecustomerjourney. Offline & Online.<br />Try to optimizecustomers „touchpoints“.<br />
  27. Third: Bestrategicandtactical!<br />
  28. Online-Communication Strategy 2010/2011.Presentation15.10.2009<br />Martin Schobert<br />Head of Research & Development<br />Austrian National Tourist Office<br />
  29. Austrian National Tourist Office<br />Online-Communication-Strategy<br />Bedingungslose Kundenorientierung im Web<br />2012<br />Heute<br />Themenführerschaft & qualitative Verbreitung der Marke im Web<br />Hohe <br />Markenpräsenz medienadäquat im WWW<br />Quantitatives Wachstum im Web<br />
  30. Online Brand Management<br />far<br />Website Structure&<br />Definition of„Action“<br />BuyingDecision<br />Search Engine<br />Optimierung / -Marketing<br />Online-Advertising<br />Cooperations/Partnerships<br />Edited Content (intern. & ext.)<br />User Generated Content<br />close<br />Human Ressources<br />
  31. Content and Context<br />Language<br />Syndication<br />Aggregation<br />Context is King<br />Communities<br />
  32. „Travel 2.0 Aera“ – Spread & Talk<br />Language<br />Syndication<br />Context is King<br />
  33. Strategy, Tacticsand Action Plan in 7 Steps.<br />Why important?<br />What‘s in itforme?<br />
  34. 1. Definewhereyouwanttobe!<br />2012<br />Today<br />My Strategic Way 2<br />My Strategic Way 1<br />My Strategic Way 3<br />Goal toreachwithSocial Media<br />
  35. 2. DefineyourStakeholder @ Web <br />Consumer<br />Guests<br />Media<br />Journalists<br />Partner<br />Intermediaries<br />Tour. Supplier<br />Employees<br />Anteil aller Erwachsenen, Mehrfachnennung möglichQuelle: http://www.forrester.com/Groundswell<br />
  36. 3. DecidehowtoEngage @ the Stage<br />
  37. Engageby Listening<br />
  38. Howto Listen I<br />Free toolslike<br />RSS, Google Alert, …<br />
  39. Howto Listen II<br />
  40. EngagebyTalking<br />
  41. Sorry. ThisisTalking …<br />
  42. Talk – Enter theconversation!<br />
  43. Most important: Engageby Support<br />
  44. 4. Combine Stakeholder & Engagement<br />Support<br />Talk<br />Listen<br />Consumer /<br />Guests<br />Media /<br />Journalists<br />Partner / Intermed.<br />Supplier /<br />Employee<br />
  45. 5. Who benefits?<br />Support<br />Talk<br />Listen<br />Consumer /<br />Guests<br />Media /<br />Journalists<br />Partner / Intermed.<br />Supplier /<br />Employee<br />
  46. 6. Whattoachieve?<br />Support<br />Talk<br />Listen<br />Consumer /<br />Guests<br />Media /<br />Journalists<br />Partner / Intermed.<br />Supplier /<br />Employee<br />
  47. 7. How? Tools atthevery end.<br />Support<br />Talk<br />Listen<br />Consumer /<br />Guests<br />Banner<br />Website(s)<br />Ratings &Reviews<br /> Travel-<br /> Communities      <br />Social Networks/Blogs<br />Videos, Fotos<br />Media /<br />Journalists<br />Wikis, Facebook<br />Partner / Intermed.<br />Supplier /<br />Employee<br />
  48. Why important?<br />Case study:Tourism on Facebook.<br />Howtoimplement?<br />
  49. Stepsof Engagement<br />Appli-cations<br />Face-book Connect<br />Pages & Groups<br />Ads<br />User Account<br />Share Button<br />Source / in cooperation with: www.olafnitz.net<br />
  50. Facebook Pages<br />
  51. Insights on Fan Pages<br />
  52. Facebook „Newsletter“<br />
  53. First Conclusion<br />Focus on people <br />– not tools!<br />
  54. Second Conclusion<br />All <br />Social Media<br />is local!<br />
  55. Youwere a greataudience …<br />
  56. Martin Schobert @ Creative Lappland Seminar 2010<br />It was a greatpleasure!<br />weblog, xing, linkedIn, facebook, twitter, schobert@tourismusdesign.com<br />

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