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 the...
1988
2008
2018?
”The most profound
technologies are those
that disappear. They
weave themselves into
the fabric of everyday life
until the...
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, ...
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...
... AND OLD HABITS DIE HARD

Only few tourism organizations have yet
developed a clear vision or strategy for
maximizing t...
BARRIERS

Major barriers seem to exist, especially in
relation to:
  internal resource constraints
  organizational cultur...
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...
ALLOW USER-GENERATED
      CONTENT
ALLOW USER-GENERATED
      CONTENT
ALLOW USER-GENERATED
      CONTENT
PERCEPTIONS OF USER
                     GENERATED CONTENT ON
                        TRIPADVISOR.COM
                    ...
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
CC2009 Introduction to Social Media in the Experience Economy
CC2009 Introduction to Social Media in the Experience Economy
CC2009 Introduction to Social Media in the Experience Economy
CC2009 Introduction to Social Media in the Experience Economy
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

  1. 1. HOW SOCIAL MEDIA AND THE EXPERIENCE ECONOMY CAN WORK TOGETHER
  2. 2. ”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
  3. 3. 1988
  4. 4. 2008
  5. 5. 2018?
  6. 6. ”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
  7. 7. DIGITAL MEDIA
  8. 8. DANES ON FACEBOOK 2,000,000 1,500,000 1,000,000 500,000 0 March 2008 March 2009
  9. 9. DANES ON FACEBOOK
  10. 10. 7,3% of all danes have a profile on Linkedin.com - an network of experienced professionals from around the world.
  11. 11. 50% of all sms-text message votes for the final X-factor show last saturday came from users above 35 years old.
  12. 12. The average computer gamer is 35 years old 26% of all gamers are above 50 years old. (Entertainment Software Association, 2008)
  13. 13. WE ARE PRODUCTS OF THE BROADCAST ERA
  14. 14. ... 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.
  15. 15. ... 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
  16. 16. 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
  17. 17. HOW?
  18. 18. SOCIAL MEDIA IS NOT ABOUT TOOLS AND TECHNOLOGIES
  19. 19. IT’S ALL ABOUT THEM!
  20. 20. WHAT ARE THEY SAYING?
  21. 21. WHERE ARE THEY SAYING IT?
  22. 22. SOCIAL MEDIA IS AT ITS CORE A CULTURAL SHIFT
  23. 23. DIGITAL NATIVES BRAINS ARE WIRED DIFFERENTLY
  24. 24. 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?
  25. 25. ALLOW USER-GENERATED CONTENT
  26. 26. ALLOW USER-GENERATED CONTENT
  27. 27. ALLOW USER-GENERATED CONTENT
  28. 28. 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/#84#83?/@/3?:3# ;2/=4#?/41.8@823# @.20/44823:=4#
  29. 29. ONLINE TRUST
  30. 30. PROVIDE TOOLS
  31. 31. RELATE WITH YOUR CUSTOMERS THROUGH BLOGGING
  32. 32. RELATE WITH YOUR CUSTOMERS THROUGH BLOGGING
  33. 33. OR MICROBLOGGING
  34. 34. OR MICROBLOGGING
  35. 35. OR MICROBLOGGING
  36. 36. WWW.SEISMONAUT.COM ANDERS@SEISMONAUT.COM

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