UNWTO / ETC: Social Web - the Austrian Conex

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

5 thesis of travel 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ANTO online communication strategy focuses on 5 relevent developments at the social web.

change in destination travel marketing ,[object Object],[object Object],[object Object],[object Object],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

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+

[object Object],[object Object],[object Object],4th USA February 2008

austrian travel community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

cooperations with existing networks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

new ideas in existing networks. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

destination brands need online identity

destination‘s identity: the people ,[object Object],[object Object],[object Object]

blog-posts of people who live there ,[object Object],[object Object],[object Object]

authentic storytelling as destination ,[object Object],[object Object],[object Object]

B2B-identity via corporate blogs … ,[object Object],[object Object],[object Object],[object Object],[object Object]

best of - concept ,[object Object],[object Object],[object Object],[object Object],[object Object],best of long tail supply

ANTO – blog: we are the experts ... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

blogger as communicator ,[object Object],[object Object],[object Object]

PR at audio & video podcasts ,[object Object],[object Object],[object Object],[object Object]

blogger on a „press-trip“ ,[object Object],[object Object],[object Object],[object Object],[object Object]

http://www.slideshare.net/adunne/designing-for-a-web-of-data

Relaunch B2C-country-portal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],… under construction …

(re)combine then reinvent the wheel

launch of tourism-groups in networks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

new spokespersons of tourism ,[object Object],[object Object],[object Object],[object Object]

talk about us - offside our sites ,[object Object]

new producers destination images

we trust the new spokespersons No. of entries in wikipedia.de written about Bad Kleinkirchheim

Where to go … ? ,[object Object],[object Object],[object Object]

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

UNWTO / ETC: Social Web - the Austrian Conex

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