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Web 2.0 and Destination Marketing

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Social Web Learnings & strategic approach to deal with the topic of the Austrian National Tourist Office: Listen, Talk & Support. …

Social Web Learnings & strategic approach to deal with the topic of the Austrian National Tourist Office: Listen, Talk & Support.

Conclusion 1: All Social Media is local!
Conclusion 2: Focus on people - not on tools!
Conclusion 3: Define Stakeholders and Actions - then decide about which Social Web Tool is the right choice!

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  • A: D.h. Unbekannte steuern meinen Geschäftserfolg. Und am schlimmsten wäre: ich weiß nichts davon … B: Ja genau das passiert heute schon tagtäglich. Die Markenführung im Web übernehmen andere „Tourismussprecher“ für mich. Oft freu ich mich darüber, nur steht leider auf der 1. Google-Seite nicht immer das was ich gerne hätte … . A: Bsp noch zu suchen B: A: hmm … Weisst du was wirklich schön wäre? B: Nein, was denn?
  • A: Und wie kommen wir dorthin …? B: Ganz einfach. Das allerwichtigste ist: zuhören!
  • Transcript

    • 1. Web 2.0 and Destination Marketing Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office
    • 2. If everybody of this audience tell‘s his experience online … … would it still sounds like Austria?
    • 3. What you can expact today What? The Actions. To Whom? The Stakeholders. Why? The Benefit. Is social web relevant for DMO?
    • 4. What you can expact today What? The Objectives. To Whom? The Stakeholders. Why? The Benefit. Is social web relevant for DMO?
    • 5. Traveller‘s View on Destinations
    • 6. Traveller‘s View on Destinations cards videos blogs pictures communities ads news UGC DMO
    • 7.  
    • 8. operate brand the way you want to.
    • 9. DMO‘s Objectives & Challenge is
      • ... operate brand online - BUT:
      • …“ offsite“!
      • (offside website)
      • Draw guest attention to DMO‘s brand!
    • 10. But why is Social Media important?
    • 11. Reichweiten im WWW
    • 12. To Whom? The Stakeholders. Is social web relevant for DMO‘s? Why? The Benefit.
    • 13. How people use Social Technologies
    • 14. Different Social Media Audience
        • Who is using Social Media?
        • Creators
        • Critics
        • Collectors
        • Joiner
        • Spectators
      •  The percentage differs in every country!
      24% 37% 21% 51% 73% 14% 19% 6% 29% 49% 9% 12% 4% 21% 38% USA EU D Jap Percentage adults 18+, multi-answers possible source:Forrester Research 2009, http://www.forrester.com/Groundswell/profile_tool.html 34% 30% 11% 26% 69%
    • 15. ALL DMO Stakeholders Social Web Anteil aller Erwachsenen, Mehrfachnennung möglich Quelle: http://www.forrester.com/Groundswell Consumer / Guests Journalists & Press Partner (B2B) Employees
    • 16. To Whom? The Stakeholders. Is social web relevant for DMO‘s? What? The Actions. Why? The Benefit.
    • 17. ANTO‘s Key-Actions Social Web
      • Listen
      • Get feedback, identify multiplikants, monitoring, research.
      • Talk
      • Be part of the community, spread the brand’s messages
      • Support
      • Travel-information online, dialogue with (potential) guests, differentiation through quality & design of online-services
    • 18. Functions and Tools at Social Web
    • 19. Funktionen und Tools im Social Web
    • 20. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder USA
    • 21. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder Japan
    • 22. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder France
    • 23.  
    • 24.  
    • 25.  
    • 26.  
    • 27.  
    • 28.  
    • 29.  
    • 30. Support-Requests at Social Web
    • 31. Content Aggregation of Social Web
      • Portal = global mash-up of relevant content to Austria.
      • User Generated Content (TripAdvisor, TripWolf, Lovo, …)
      • Next step: integration of travel guide, travel reports, DMO…
      • Explore yourself on: www.austria.info
    • 32.
      • Tools change.
      • Technology is not important!
      • Everything already exists.
      • Tools don‘t talk – people do!
      • Stop broadcasting – tell stories!
      Conclusion - Social Media Tools Focus on people – not tools!
    • 33.
      • Different tools on different markets.
      • Focus on conversations!
      • Use local languages!
      • Invest in online monitoring!
      Conclusion 2 - Social Media Stakeholder All social media is local !
    • 34. Last: How to find the right Social Media? Partners Press Employees Users Support Talk Listen Blogs Communities       Widgets Videos Wikis Ratings & Reviews
    • 35.  
    • 36. I am glad if I could help to broader yours … Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office http://blog.austriatourism.com

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