Web 2.0 and Destination Marketing

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 DMO?

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

... operate brand online - BUT:

…“ offsite“!

(offside website)

Draw guest attention to DMO‘s brand!

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

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%

ALL DMO Stakeholders Social Web Anteil aller Erwachsenen, Mehrfachnennung möglich Quelle: http://www.forrester.com/Groundswell Consumer / Guests Journalists & Press Partner (B2B) Employees

To Whom? The Stakeholders. Is social web relevant for DMO‘s? What? The Actions. Why? The Benefit.

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

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

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

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!

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 !

Last: How to find the right Social Media? Partners Press Employees Users Support Talk Listen Blogs Communities Widgets Videos Wikis Ratings & Reviews

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