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UNWTO / ETC: Social Web - the Austrian Conex

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Presentation at the UNWTO / ETC joint e-marketing workshop in Budapest about the ANTO strategy & activities of the Austrian Tourism Industry to current developments at the (social) web.

Presentation at the UNWTO / ETC joint e-marketing workshop in Budapest about the ANTO strategy & activities of the Austrian Tourism Industry to current developments at the (social) web.

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  • Coverfoto: optimal ein Sujet mit Joe & Sally oder passendes zum Vortrag Wenn mit Ticket, dann kein Logo rechts unten wegnehmen (siehe Folie Nr.15) roter Strich : 1 1/2 Punkt Rot 2.Headline: nicht zwingend / Schriftgröße 24 Punkt / HelveticaCond kursiv / Rot Text: Österreich Werbung / Bereich / Name der/des Vortragenden Schriftgröße 16 Punkt / Helvetica Cond / Schwarz ev. Ergänzung: Datum und/oder Anlass des Vortrages
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    • 1. Mag. Martin Schobert Austrian National Tourist Office ETC/UNWTO, Joint Internat. Seminar on E-Marketing for Tourism Destinations Budapest, 16-17. June 2008 web 2.0 social web – the austrian conex
    • 2. 5 thesis of travel 2.0
      • customer orientation – and the role of communities
      • online identity – blogging, a dialogue with the customer
      • use the long tail – be part of the scene
      • create a „web of data“ – content- and data-aggregation
      • (re)combine than reinvent the wheel –
      • or: „new spokespersons of tourism“
      ANTO online communication strategy focuses on 5 relevent developments at the social web.
    • 3. absolutely customer oriented
    • 4. change in destination travel marketing
      • considering the abundance of products , it needs increasing selection
      • users want orientation
      • competent users, better range of choices
      • better technologies, easier cost-benefit comparison
      supply oriented demand oriented Usability, findability, accessability and - in special - the content itself (and its usability) has to follow customers needs. Advertising textes, marketing-phrases and „broad variety“ of a destination‘s travel offers are boring and distracting. this means: absolute concentration on the customers needs
    • 5. Read Buy Publish Trade 1994 2003 Talk 2006 77M 1000M 500M Users information comunication networks 1998 2000 400M 3 phases of the web Relate? 2009+
    • 6.
      • Phänomen Myspace
      • Craigslist
      • Etc.
      4th USA February 2008
    • 7. austrian travel community
      • www.coolaustria.com
      • question: Is austria large enough for a social web travel community?
      • answer: ?
      • current members < 468
      • 3 further „austrian“ travel communities…
      • www.alpengluehen.com www.oeropia.at www.onebigpark.at
      • 2. question: What is the benefit for the user ?
    • 8. cooperations with existing networks
      • www.speising.net
      • culinary-network
      • content-cooperation
      • 70.000 Uniques/month
      • > 3.500 Mitglieder
      • Goal: integration of travelling as a third focus additionally to drinking & eating content
    • 9. new ideas in existing networks.
      • „ Fan“-group in Facebook:
      • 200.000 new users/day!
      • No. Member at 11.11.07:
      • USA: 21.371.920 Kanada: 7.857.540 GB: 7.362.380 Australien: 1.902.120 Türkei: 1.247.360
      • Austria-Fanpage (45 members)
      • Tyrol-Fanpage
      • Swiss-Fanpage
    • 10. destination brands need online identity
    • 11.  
    • 12.  
    • 13. Loveable and Linkable
    • 14.  
    • 15. destination‘s identity: the people
      • www. kaerntenblog.at
      • 2 residents blog about hot-spots of carinthia
      • since spring 2007
    • 16. blog-posts of people who live there
      • www. wvblog.at
      • goal: communicate the topics which are relevant for tourists and inhabitants
      • since summer 2007
    • 17. authentic storytelling as destination
      • www. lammertal.info/blog
      • goal: authentic storytelling: to show the specialities people like, who are living there and to promote their recommandations
      • since may 2008
    • 18. B2B-identity via corporate blogs …
      • blog.austriatourism.com
      • R&D-employees blogging
      • goal knowledge-transfer
      • goal to get into a dialogue with austrian corporates
      • since january 2008
    • 19. use the „ long tail“
    • 20.
      • Quelle: http://changethis.com/10.LongTail
    • 21. best of - concept
      • too much travel offers on the web
      • provide orientation for the user: point out specific „best of“-products
      • pressure for specialisation increases
      • all offers are available „long tail“ –but display only the best
      • new b2c-project throughout austria: download of digital brochures/folders
      best of long tail supply
    • 22. ANTO – blog: we are the experts ...
      • blog.austria.info
      • corporate blog in german
      • ANTO employees blog about culinary travelling & hot-spots in austria
      • „ experts“ as host-blogger
      • start in january 2007
      • currently average usage / month: 7.000 visitors
    • 23. blogger as communicator
      • http://basicjuice.blogs.com
      • US Wineblog with high authority in technorati
      • ANTO New York organized a best of - traveltour through different wine-regions in austria
    • 24. PR at audio & video podcasts
      • http://www.ijourneys.com/
      • podcast-website of travel destination and cities
      • Elyse Weiner is an Emmy-winner and sells (!) the podcast for US-$ 14,95 per download
      • Vienna, Salzburg, Innsbruck, Graz, ….
    • 25. blogger on a „press-trip“
      • http://www.austriandiary.
      • blogspot.com/
      • Leslie Woit, travel – journalist GB
      • summer 2007: farmer in a mountain-cove at Maria Alm / Salzburg. She blogged about her adventure with a cowherd of 18 milking cows
      • Stories about the „au pair of a cowherd-blog“ in „easier travel“ & „the guardian“
    • 26. create a „ web of data“
    • 27.  
    • 28. http://www.slideshare.net/adunne/designing-for-a-web-of-data
    • 29. http://www.slideshare.net/adunne/designing-for-a-web-of-data
    • 30. Relaunch B2C-country-portal
      • www.austria.info
      • 41 pages
      • 25 languages
      • Strategy for the Relaunch (spring 2009):
      • open portal acting as a mash-up of existing content, which is relevant for the customer and leads him directly to the problem-solving (mostly at the site of the third party)
      • no user-generated-content platform
      • but integrate web 2.0 – elements (widgets, yahoo answer, tag-cloud, google map like www.bikemap.net, recommendations, …)
      • meta-booking engine
      … under construction …
    • 31. (re)combine then reinvent the wheel
    • 32.  
    • 33.  
    • 34. launch of tourism-groups in networks
      • http://XING.com/
      • XING (former openBC)
      • Social Business Network
      • 2,490.000 User (1/2008)
      • goals business networking and a dialogue between tourism organisations
      • start in june 2008
    • 35. new spokespersons of tourism
      • using groups in existing networks for conversations, f.e. Studi VZ - student network
      • ” Bad Kleinkirchheim february 08 – we came, ate, drank – perfect!”
      • “ Bad Kleinkirchheim – St. Oswald - Do spült die Musi” (austrian dialect – there is the hot-spot)
      • “ hot springs - spa Römerbad Bad Kleinkirchheim – we need it!”
    • 36. talk about us - offside our sites
      • Important: monitoring of relevant content in conversations about destinations at the web
    • 37. new producers destination images
    • 38. we trust the new spokespersons No. of entries in wikipedia.de written about Bad Kleinkirchheim
    • 39. Where to go … ?
      • social web guideline for ANTO market offices and their online-activities
      • developing social software for intranet-use to communicate best practices (intranet-blog, ANTO-wiki, ANTO-bookmarking …)
      • we communicate and share our knowledge to the austrian travel industry (b2b-blog, xing-group, publish presentations on slideshare, ANTO del.icio.us-account …)
    • 40.  
    • 41. Danke! Thank you! You were a great audiance. Mag. Martin Schobert Austrian National Tourist Office, Head of Research & Development (CIO) [email_address] www.austriatourism.com, blog.austriatourism.com

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