Web 2.0 and Destination Marketing Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office
If everybody of this audience tell‘s his experience online … …  would it still sounds like Austria?
What you can expact today What? The Actions. To Whom?  The Stakeholders. Why? The Benefit. Is social web relevant for DMO?
What you can expact today What? The Objectives. To Whom?  The Stakeholders. Why? The Benefit. Is social web relevant for D...
Traveller‘s View on Destinations
Traveller‘s View on Destinations cards videos blogs pictures communities ads news UGC DMO
 
operate brand the way you want to.
DMO‘s Objectives & Challenge is <ul><li>... operate brand online - BUT: </li></ul><ul><li>…“ offsite“! </li></ul><ul><li>(...
But why is Social Media important?
Reichweiten im WWW
To Whom?  The Stakeholders. Is social web relevant for DMO‘s? Why? The Benefit.
How people use Social Technologies
Different Social Media Audience  <ul><ul><li>Who is using Social Media? </li></ul></ul><ul><ul><li>Creators </li></ul></ul...
ALL DMO Stakeholders Social Web  Anteil aller Erwachsenen, Mehrfachnennung möglich Quelle: http://www.forrester.com/Ground...
To Whom?  The Stakeholders. Is social web relevant for DMO‘s? What? The Actions. Why? The Benefit.
ANTO‘s Key-Actions Social Web <ul><li>Listen </li></ul><ul><li>Get feedback, identify multiplikants, monitoring, research....
Functions and Tools at Social Web
Funktionen und Tools im Social Web
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder USA
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder Japan
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder France
 
 
 
 
 
 
 
Support-Requests at Social Web
Content Aggregation of Social Web <ul><li>Portal = global mash-up of relevant content to Austria. </li></ul><ul><li>User G...
<ul><li>Tools change. </li></ul><ul><li>Technology is not important! </li></ul><ul><li>Everything already exists. </li></u...
<ul><li>Different tools on different markets. </li></ul><ul><li>Focus on conversations! </li></ul><ul><li>Use local langua...
Last: How to find the right Social Media? Partners Press Employees Users Support Talk Listen Blogs Communities       Widge...
 
I am glad if I could help to broader yours … Mag. Martin Schobert Head of Research & Development Austrian National Tourist...
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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.

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!
  • Web 2.0 and Destination Marketing

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