Understanding the
Social Web
..and making use of it.

Social web?
(Web 2.0?)

Tourism
has always
been “2.0“
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Social web
=
People having
conversations
online
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rec.travel.africa
From: Helge Fahrnberger
Date: 25 april 1998
anybody knows if there's a connection (boat/
plane)
between morocco and the canary islands??
prices?
thx in advance!
(
n
o word about this in the 4 main guidebooks...)‫‏‬
helge

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10. Oktober '08 11. Oktober
'08
Daily

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helge.at

Listen.
(And react.)
1.

Respond.
At eye level.
2.

Get going.
But slowly.
3.

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Don‘t reinvent the wheel.
(And distrust your web agency.)‫‏‬
4.

Read the
Cluetrain Manifesto.
5.

The 95 Theses of the Cluetrain Mainfesto
74. We are immune to advertising.
Just forget it.
78. You want us to pay? We want you to
pay attention.
33. Learning to speak with a human
voice is not a parlor trick. It can't be
\"picked up\" at some tony conference.
34. To speak with a human voice,
companies must share the concerns of
their communities.

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TV & Website
Direct
Marketing Web
Print
 
Awareness
Basic

Awareness
Passive
Information

Active
Planning

Booking
Decision
   
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