Mag. Martin Schobert  Austrian National Tourist Office  ETC/UNWTO,  Joint Internat. Seminar on E-Marketing for Tourism  De...
5 thesis of travel 2.0 <ul><li>customer orientation  – and the role of communities </li></ul><ul><li>online identity  – bl...
absolutely customer oriented
change in destination travel marketing <ul><li>considering the abundance of products , it needs increasing selection </li>...
Read Buy Publish Trade 1994 2003 Talk 2006 77M 1000M 500M Users information comunication networks 1998 2000 400M 3 phases ...
<ul><li>Phänomen Myspace </li></ul><ul><li>Craigslist </li></ul><ul><li>Etc. </li></ul>4th USA February 2008
austrian travel community <ul><li>www.coolaustria.com  </li></ul><ul><li>question: Is austria large enough for a social we...
cooperations with existing networks <ul><li>www.speising.net  </li></ul><ul><li>culinary-network </li></ul><ul><li>content...
new ideas in existing networks. <ul><li>„ Fan“-group in Facebook: </li></ul><ul><li>200.000 new users/day! </li></ul><ul><...
destination brands need online identity
 
 
Loveable and Linkable
 
destination‘s identity: the people <ul><li>www. kaerntenblog.at </li></ul><ul><li>2 residents blog about hot-spots of cari...
blog-posts of people who live there <ul><li>www. wvblog.at  </li></ul><ul><li>goal: communicate the topics which are relev...
authentic storytelling as destination <ul><li>www. lammertal.info/blog </li></ul><ul><li>goal: authentic storytelling: to ...
B2B-identity via corporate blogs …  <ul><li>blog.austriatourism.com </li></ul><ul><li>R&D-employees blogging </li></ul><ul...
use the  „ long tail“
<ul><li>Quelle: http://changethis.com/10.LongTail </li></ul>
best of - concept <ul><li>too much travel offers on the web </li></ul><ul><li>provide orientation for the user: point out ...
ANTO – blog: we are the experts ... <ul><li>blog.austria.info </li></ul><ul><li>corporate blog in german </li></ul><ul><li...
blogger as communicator <ul><li>http://basicjuice.blogs.com  </li></ul><ul><li>US Wineblog with high authority in technora...
PR at audio & video podcasts <ul><li>http://www.ijourneys.com/ </li></ul><ul><li>podcast-website of travel destination and...
blogger on a „press-trip“ <ul><li>http://www.austriandiary. </li></ul><ul><li>blogspot.com/ </li></ul><ul><li>Leslie Woit,...
create a „ web of data“
 
http://www.slideshare.net/adunne/designing-for-a-web-of-data
http://www.slideshare.net/adunne/designing-for-a-web-of-data
Relaunch B2C-country-portal <ul><li>www.austria.info </li></ul><ul><li>41 pages </li></ul><ul><li>25 languages </li></ul><...
(re)combine then reinvent the wheel
 
 
launch of tourism-groups in networks <ul><li>http://XING.com/ </li></ul><ul><li>XING (former openBC) </li></ul><ul><li>Soc...
new spokespersons of tourism <ul><li>using  groups in existing networks for conversations, f.e. Studi VZ - student network...
talk about us - offside our sites  <ul><li>Important:  monitoring of relevant content in conversations about destinations ...
new producers destination images
we trust the new spokespersons No. of entries in wikipedia.de written about Bad Kleinkirchheim
Where to go … ? <ul><li>social web guideline  for ANTO market offices and their online-activities </li></ul><ul><li>develo...
 
Danke! Thank you! You were a great audiance. Mag. Martin Schobert Austrian National Tourist Office, Head of Research & Dev...
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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.

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  • Coverfoto: optimal ein Sujet mit Joe &amp; 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
  • UNWTO / ETC: Social Web - the Austrian Conex

    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 <ul><li>customer orientation – and the role of communities </li></ul><ul><li>online identity – blogging, a dialogue with the customer </li></ul><ul><li>use the long tail – be part of the scene </li></ul><ul><li>create a „web of data“ – content- and data-aggregation </li></ul><ul><li>(re)combine than reinvent the wheel – </li></ul><ul><li>or: „new spokespersons of tourism“ </li></ul>ANTO online communication strategy focuses on 5 relevent developments at the social web.
    3. absolutely customer oriented
    4. change in destination travel marketing <ul><li>considering the abundance of products , it needs increasing selection </li></ul><ul><li>users want orientation </li></ul><ul><li>competent users, better range of choices </li></ul><ul><li>better technologies, easier cost-benefit comparison </li></ul>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. <ul><li>Phänomen Myspace </li></ul><ul><li>Craigslist </li></ul><ul><li>Etc. </li></ul>4th USA February 2008
    7. austrian travel community <ul><li>www.coolaustria.com </li></ul><ul><li>question: Is austria large enough for a social web travel community? </li></ul><ul><li>answer: ? </li></ul><ul><li>current members < 468 </li></ul><ul><li>3 further „austrian“ travel communities… </li></ul><ul><li>www.alpengluehen.com www.oeropia.at www.onebigpark.at </li></ul><ul><li>2. question: What is the benefit for the user ? </li></ul>
    8. cooperations with existing networks <ul><li>www.speising.net </li></ul><ul><li>culinary-network </li></ul><ul><li>content-cooperation </li></ul><ul><li>70.000 Uniques/month </li></ul><ul><li>> 3.500 Mitglieder </li></ul><ul><li>Goal: integration of travelling as a third focus additionally to drinking & eating content </li></ul>
    9. new ideas in existing networks. <ul><li>„ Fan“-group in Facebook: </li></ul><ul><li>200.000 new users/day! </li></ul><ul><li>No. Member at 11.11.07: </li></ul><ul><li>USA: 21.371.920 Kanada: 7.857.540 GB: 7.362.380 Australien: 1.902.120 Türkei: 1.247.360 </li></ul><ul><li>Austria-Fanpage (45 members) </li></ul><ul><li>Tyrol-Fanpage </li></ul><ul><li>Swiss-Fanpage </li></ul><ul><li>… </li></ul>
    10. destination brands need online identity
    11.  
    12.  
    13. Loveable and Linkable
    14.  
    15. destination‘s identity: the people <ul><li>www. kaerntenblog.at </li></ul><ul><li>2 residents blog about hot-spots of carinthia </li></ul><ul><li>since spring 2007 </li></ul>
    16. blog-posts of people who live there <ul><li>www. wvblog.at </li></ul><ul><li>goal: communicate the topics which are relevant for tourists and inhabitants </li></ul><ul><li>since summer 2007 </li></ul>
    17. authentic storytelling as destination <ul><li>www. lammertal.info/blog </li></ul><ul><li>goal: authentic storytelling: to show the specialities people like, who are living there and to promote their recommandations </li></ul><ul><li>since may 2008 </li></ul>
    18. B2B-identity via corporate blogs … <ul><li>blog.austriatourism.com </li></ul><ul><li>R&D-employees blogging </li></ul><ul><li>goal knowledge-transfer </li></ul><ul><li>goal to get into a dialogue with austrian corporates </li></ul><ul><li>since january 2008 </li></ul>
    19. use the „ long tail“
    20. <ul><li>Quelle: http://changethis.com/10.LongTail </li></ul>
    21. best of - concept <ul><li>too much travel offers on the web </li></ul><ul><li>provide orientation for the user: point out specific „best of“-products </li></ul><ul><li>pressure for specialisation increases </li></ul><ul><li>all offers are available „long tail“ –but display only the best </li></ul><ul><li>new b2c-project throughout austria: download of digital brochures/folders </li></ul>best of long tail supply
    22. ANTO – blog: we are the experts ... <ul><li>blog.austria.info </li></ul><ul><li>corporate blog in german </li></ul><ul><li>ANTO employees blog about culinary travelling & hot-spots in austria </li></ul><ul><li>„ experts“ as host-blogger </li></ul><ul><li>start in january 2007 </li></ul><ul><li>currently average usage / month: 7.000 visitors </li></ul>
    23. blogger as communicator <ul><li>http://basicjuice.blogs.com </li></ul><ul><li>US Wineblog with high authority in technorati </li></ul><ul><li>ANTO New York organized a best of - traveltour through different wine-regions in austria </li></ul>
    24. PR at audio & video podcasts <ul><li>http://www.ijourneys.com/ </li></ul><ul><li>podcast-website of travel destination and cities </li></ul><ul><li>Elyse Weiner is an Emmy-winner and sells (!) the podcast for US-$ 14,95 per download </li></ul><ul><li>Vienna, Salzburg, Innsbruck, Graz, …. </li></ul>
    25. blogger on a „press-trip“ <ul><li>http://www.austriandiary. </li></ul><ul><li>blogspot.com/ </li></ul><ul><li>Leslie Woit, travel – journalist GB </li></ul><ul><li>summer 2007: farmer in a mountain-cove at Maria Alm / Salzburg. She blogged about her adventure with a cowherd of 18 milking cows </li></ul><ul><li>Stories about the „au pair of a cowherd-blog“ in „easier travel“ & „the guardian“ </li></ul>
    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 <ul><li>www.austria.info </li></ul><ul><li>41 pages </li></ul><ul><li>25 languages </li></ul><ul><li>Strategy for the Relaunch (spring 2009): </li></ul><ul><li>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) </li></ul><ul><li>no user-generated-content platform </li></ul><ul><li>but integrate web 2.0 – elements (widgets, yahoo answer, tag-cloud, google map like www.bikemap.net, recommendations, …) </li></ul><ul><li>meta-booking engine </li></ul>… under construction …
    31. (re)combine then reinvent the wheel
    32.  
    33.  
    34. launch of tourism-groups in networks <ul><li>http://XING.com/ </li></ul><ul><li>XING (former openBC) </li></ul><ul><li>Social Business Network </li></ul><ul><li>2,490.000 User (1/2008) </li></ul><ul><li>goals business networking and a dialogue between tourism organisations </li></ul><ul><li>start in june 2008 </li></ul>
    35. new spokespersons of tourism <ul><li>using groups in existing networks for conversations, f.e. Studi VZ - student network </li></ul><ul><li>” Bad Kleinkirchheim february 08 – we came, ate, drank – perfect!” </li></ul><ul><li>“ Bad Kleinkirchheim – St. Oswald - Do spült die Musi” (austrian dialect – there is the hot-spot) </li></ul><ul><li>“ hot springs - spa Römerbad Bad Kleinkirchheim – we need it!” </li></ul>
    36. talk about us - offside our sites <ul><li>Important: monitoring of relevant content in conversations about destinations at the web </li></ul>
    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 … ? <ul><li>social web guideline for ANTO market offices and their online-activities </li></ul><ul><li>developing social software for intranet-use to communicate best practices (intranet-blog, ANTO-wiki, ANTO-bookmarking …) </li></ul><ul><li>we communicate and share our knowledge to the austrian travel industry (b2b-blog, xing-group, publish presentations on slideshare, ANTO del.icio.us-account …) </li></ul>
    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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