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.

1. Martin Schobert @ Creative Lappland Seminar 2010 TRAVEL 2.0 Strategy & TacticsforSocial Web Activities in Travel andTourism

2. Who isSpeakingto Us? Martin Schobert, 38 Years, Austrian Traveller & Tourism Enthusiast Experience Design in Tourism

3. Martin & Experience Design …

4. … working in theleisureindustry!

6. Head of Research & Development

7. Head of Internet Strategyslideshare, blog.austriatourism.com Austrian National Tourist Office

9. Service Design & Customer Journey

11. Why important? yes. But Why? Shouldtourismorganisationsactivelyexploitsocial media?

12. Peoples Stream of Information Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information/

13. Compare Online-Media

14. Social Media Reach

15. „Universal Search“ Weblogs News Pictures Videos User Content Destination Adwords Maps Communities

16. ThisistheSocial Web!

17. Funktionen und Tools im Social Web

18. http://www.slideshare.net/onitz/social-search-wie-social-media-den-kampf-um-aufmerksamkeit-verndert

19. Classified - Internal use our home page isn’t just coke.com, it is google.com

20. Classified - Internal use 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.net

21. Why important? Where to start? From Strategy to Practice.

22. First: Focus on yourProduct

23. First: Focus on yourProduct Whatexactlyisyourproduct. Just one. Whatmakesyouunique? Describeyourgreatestexperience. Howtofeel, touch, smellexperience? Howtoshareexperience?

24. Second: Focus toyour Customer

25. Second: Focus toyour Customer

26. Persona Concept in Travel Defineyour „perfectguest“. Just oneortwo! Explorethecustomerjourney. Offline & Online. Try to optimizecustomers „touchpoints“.

27. Third: Bestrategicandtactical!

28. Online-Communication Strategy 2010/2011.Presentation15.10.2009 Martin Schobert Head of Research & Development Austrian National Tourist Office

29. Austrian National Tourist Office Online-Communication-Strategy Bedingungslose Kundenorientierung im Web 2012 Heute Themenführerschaft & qualitative Verbreitung der Marke im Web Hohe Markenpräsenz medienadäquat im WWW Quantitatives Wachstum im Web

30. Online Brand Management far Website Structure& Definition of„Action“ BuyingDecision Search Engine Optimierung / -Marketing Online-Advertising Cooperations/Partnerships Edited Content (intern. & ext.) User Generated Content close Human Ressources

31. Content and Context Language Syndication Aggregation Context is King Communities

32. „Travel 2.0 Aera“ – Spread & Talk Language Syndication Context is King

33. Strategy, Tacticsand Action Plan in 7 Steps. Why important? What‘s in itforme?

34. 1. Definewhereyouwanttobe! 2012 Today My Strategic Way 2 My Strategic Way 1 My Strategic Way 3 Goal toreachwithSocial Media

35. 2. DefineyourStakeholder @ Web Consumer Guests Media Journalists Partner Intermediaries Tour. Supplier Employees Anteil aller Erwachsenen, Mehrfachnennung möglichQuelle: http://www.forrester.com/Groundswell

36. 3. DecidehowtoEngage @ the Stage

37. Engageby Listening

38. Howto Listen I Free toolslike RSS, Google Alert, …

39. Howto Listen II

40. EngagebyTalking

41. Sorry. ThisisTalking …

42. Talk – Enter theconversation!

43. Most important: Engageby Support

44. 4. Combine Stakeholder & Engagement Support Talk Listen Consumer / Guests Media / Journalists Partner / Intermed. Supplier / Employee

45. 5. Who benefits? Support Talk Listen Consumer / Guests Media / Journalists Partner / Intermed. Supplier / Employee

46. 6. Whattoachieve? Support Talk Listen Consumer / Guests Media / Journalists Partner / Intermed. Supplier / Employee

47. 7. How? Tools atthevery end. Support Talk Listen Consumer / Guests Banner Website(s) Ratings &Reviews Travel- Communities Social Networks/Blogs Videos, Fotos Media / Journalists Wikis, Facebook Partner / Intermed. Supplier / Employee

48. Why important? Case study:Tourism on Facebook. Howtoimplement?

49. Stepsof Engagement Appli-cations Face-book Connect Pages & Groups Ads User Account Share Button Source / in cooperation with: www.olafnitz.net

50. Facebook Pages

51. Insights on Fan Pages

52. Facebook „Newsletter“

53. First Conclusion Focus on people – not tools!

54. Second Conclusion All Social Media is local!

55. Youwere a greataudience …

56. Martin Schobert @ Creative Lappland Seminar 2010 It was a greatpleasure! weblog, xing, linkedIn, facebook, twitter, schobert@tourismusdesign.com