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CC2009 Introduction to Social Media in the Experience Economy
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CC2009 Introduction to Social Media in the Experience Economy

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CC2009 Introduction to Social Media in the Experience Economy CC2009 Introduction to Social Media in the Experience Economy Presentation Transcript

  • 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 !quot;#$quot;%&'()*+',#&quot;+','-#&,quot;).&//'0.quot;1'-2quot;/)32quot;,-)-/4/0-quot; ,!quot;# +!quot;# *!quot;# )!quot;# (!quot;# '!quot;# &!quot;# %!quot;# $!quot;# !quot;# -./0/.#123456/.#./78/94#27/.#:## -./0/.#123456/.#./78/94#27/.# A.54<#<;/#8302.6:<823#8#B83?# C/78/9/.4#:./#1./?8D=/# E4/#8<#D/1:54/#8<>4#83?/@/3?:3<# ;2</=>4#?/41.8@<823# @.20/44823:=>4#
  • ONLINE TRUST
  • PROVIDE TOOLS
  • RELATE WITH YOUR CUSTOMERS THROUGH BLOGGING
  • RELATE WITH YOUR CUSTOMERS THROUGH BLOGGING
  • OR MICROBLOGGING
  • OR MICROBLOGGING
  • OR MICROBLOGGING
  • WWW.SEISMONAUT.COM ANDERS@SEISMONAUT.COM