HOW SOCIAL MEDIA AND THE
EXPERIENCE ECONOMY
CAN WORK TOGETHER

”The most profound
technologies are those
that disappear. They
weave themselves into
the fabric of everyday life
until they are
indistinguishable from
it.”
Mark Weiser, chief scientist
at Xerox PARC

1988

2008

2018?

”The most profound
technologies are those
that disappear. They
weave themselves into
the fabric of everyday life
until they are
indistinguishable from
it.”
Mark Weiser

DIGITAL
MEDIA

DANES ON FACEBOOK
2,000,000
1,500,000
1,000,000
500,000
0
March 2008 March 2009

DANES ON FACEBOOK

7,3% of all danes have a profile on
Linkedin.com - an network of
experienced professionals from around
the world.

50% of all sms-text message votes for
the final X-factor show last saturday
came from users above 35 years old.

The average computer gamer is 35 years old
26% of all gamers are above 50 years old.
(Entertainment Software Association, 2008)

WE ARE PRODUCTS OF THE
BROADCAST ERA

... AND OLD HABITS DIE HARD
The danish travel and tourism companies
have been online for quite a while now.
The broadcast mentality however, still
influences the corporate approach to
these online projects resulting in an
unconscious imitation of television or the
newspaper focusing on one way
“broadcasted” information.
National DMOs in Europe have been slow
to respond to the global marketing
opportunities that the internet has to
oer.

... AND OLD HABITS DIE HARD
Only few tourism organizations have yet
developed a clear vision or strategy for
maximizing the real potential of the
internet for building strong customer and
network relationships.
The lack of experimenting is particularly
worrying given the profound impact that
the internet is having on consumer
behavior and decision-making in global
tourism

BARRIERS
Major barriers seem to exist, especially in
relation to:
internal resource constraints
organizational culture and mindset
concerns about the loss of control
potential brand impact of user
controlled social media.
To succeed, new ‘mindsets’ and
innovative new approaches to tourism
marketing, customer and network

HOW?

SOCIAL MEDIA IS NOT ABOUT
TOOLS AND TECHNOLOGIES

IT’S ALL ABOUT THEM!

WHAT ARE THEY SAYING?

WHERE ARE THEY SAYING IT?

SOCIAL MEDIA IS AT ITS CORE A
CULTURAL SHIFT

DIGITAL NATIVES BRAINS
ARE WIRED DIFFERENTLY

DIGITAL NATIVES
Digital natives were
born into a digital
world where they
expect to be able to
create, consume,
remix and share
material
How do we support
this on our website?

ALLOW USER-GENERATED
CONTENT

ALLOW USER-GENERATED
CONTENT

ALLOW USER-GENERATED
CONTENT

PERCEPTIONS OF USER
GENERATED CONTENT ON
TRIPADVISOR.COM
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ONLINE TRUST

PROVIDE TOOLS

RELATE WITH YOUR CUSTOMERS
THROUGH BLOGGING

RELATE WITH YOUR CUSTOMERS
THROUGH BLOGGING

OR MICROBLOGGING

OR MICROBLOGGING

OR MICROBLOGGING

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ANDERS@SEISMONAUT.COM