Rethinking marketing with social media

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  • 1. RETHINKING MARKETING WITH SOCIAL MEDIA Join the online conversation MARIA SCHWARZ, SEISMONAUT CONFERENCE 2. SEPTEMBER 2010
  • 2. MARIA SCHWARZ
  • 3. STRUCTURE - INTRODUCTION TO SEISMONAUT - WHY SOCIAL MEDIA? - CASE: 48 HOURS IN DENMARK - 9 GUIDELINES TO SOCIAL MEDIA
  • 4. Se ism on au t
  • 5. Se ism on au t This is where I work HUSK BILLEDE
  • 6. SEISMONAUT IS A STRATEGIC INNOVATION CONSULTANCY BASED IN DENMARK
  • 7. WE DELIVER DIGITAL STRATEGIES FOR CLIENTS WITHIN THE TOURISM INDUSTRY
  • 8. WE WORK WITH DESTINATION MARKETING ORGANISATIONS, HOTELS AND ATTRACTIONS
  • 9. map create shape build
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  • 11. GOING INTO THE FIELD hat’s m e T
  • 12. map map create create shape shape build build map create shape
  • 13. map map create create shape shape build build create shape build
  • 14. map create shape build create shape build
  • 15. map create shape build
  • 16. DIGITAL BUSINESS DEVELOPMENT
  • 17. DIGITAL CONCEPT DEVELOPMENT
  • 18. DIGITAL COMPETENCY DEVELOPMENT
  • 19. RETHINK YOUR TOURISM MARKETING
  • 20. WHERE DO PEOPLE FIND THEIR INFORMATION WHEN PLANNING FOR A HOLIDAY?
  • 21. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85 FAMILY INFORMATION FOUND ONLINE OTHER 15,90 15,00 24,00 15,60 17,63 USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93 BLOGS, COMMUNITIES THE HOTEL OR OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  • 22. MORE THAN75% OF ALL WEB SEARCHES IN EUROPE ARE DONE THROUGH
  • 23. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85 FAMILY INFORMATION FOUND ONLINE OTHER 15,90 15,00 24,00 15,60 17,63 USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93 BLOGS, COMMUNITIES THE HOTEL OR OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  • 24. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85 FAMILY INFORMATION FOUND ONLINE OTHER 15,90 15,00 24,00 15,60 17,63 USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93 BLOGS, COMMUNITIES THE HOTEL OR OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  • 25. BETWEEN 60-70% OF MARKETING GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 BUDGETSFROM FRIENDS AND IN HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 DENMARK ARE RECOMMENDATIONS FAMILY INFORMATION FOUND ONLINE OTHER 24,20 15,90 20,10 15,00 20,00 24,00 23,10 15,60 21,85 17,63 STILL BEING SPENT USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES THE HOTEL OR 20,80 13,00 18,90 7,00 14,93 HERE OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  • 26. WHERE AND HOW DO YOU PLAN GOOGLE.COM 32,60 40,00 33,20 28,10 33,48 TO SPEND YOUR AND HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35 MARKETING RECOMMENDATIONS FROM FRIENDS FAMILY INFORMATION FOUND ONLINE OTHER 24,20 15,90 20,10 15,00 20,00 24,00 23,10 15,60 21,85 17,63 BUDGETS IN USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES THE HOTEL OR 20,80 13,00 18,90 7,00 14,93 2011? OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55 ATTRACTION OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93 VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45 VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20 OFFICE GUIDE BOOK PRINTED 9,40 14,10 9,00 9,20 10,43 BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70 ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15 OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85 MANAGEMENT ORG. BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63 NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20 HOLIDAY DESTINATION NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35 TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13 TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33 TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
  • 27. MY TRIP TO NAIROBI
  • 28. Before During After MY TRIP TO NAIROBI
  • 29. BEFORE
  • 30. DURING
  • 31. hotel - flight - ... DURING
  • 32. DURING
  • 33. DURING
  • 34. AFTER
  • 35. SOMETHING HAS CHANGED
  • 36. THE DIGITAL TRAVELLERS HAS ARRIVED
  • 37. AND IT CHALLENGES OUR USUAL WAYS OF THINKING
  • 38. GONE ARE THE PASSIVE OBSERVERS WHO WE COULD APPROACH
  • 39. WITH OUR TRADITIONAL BROADCAST MENTALITY
  • 40. THE INTERNET IS THE FOREMOST INFLUENCE ON THE CONSUMER’S DECISION PROCESS
  • 41. AND ONLINE TRAVELLERS DECIDE ON WHERE TO SPEND THEIR VACATION USING SOCIAL MEDIA
  • 42. WORDPRESS
  • 43. TWITTER
  • 44. FACEBOOK
  • 45. SEEDING THE STORY
  • 46. BLOGGERS RESPOND
  • 47. BLOGGERS RESPOND
  • 48. BLOGGERS RESPOND
  • 49. TRENDWATCHING SITES
  • 50. EVEN NEWSPAPERS FINALLY PRINTED THE STORY
  • 51. APPLICATIONS
  • 52. http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded APPLICATIONS
  • 53. ONLINE VOTING
  • 54. THREE WINNERS
  • 55. DOCUMENTING THEIR TRIP
  • 56. DOCUMENTING THEIR TRIP
  • 57. DOCUMENTING THEIR TRIP
  • 58. THE MOTIVATION HOW CAN YOU MOTIVATE YOUR COSTUMERS TO
  • 59. PARTICIPATE AND ENGAGE THEAGE.COM.AU
  • 60. Th is sii mp ort an t NO SIZE FITS ALL ANYBODY
  • 61. 1
  • 62. LISTEN TO THE ONLINE CONVERSATION MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
  • 63. ONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SA MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
  • 64. MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
  • 65. MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
  • 66. 2
  • 67. FIND YOUR TARGET AUDIENCE
  • 68. • billede af netnografi... WHERE ARE THEY, WHAT ARE THEIR LIKES AND DISLIKES AND WHAT DO THEY WANT FROM YOU
  • 69. 3
  • 70. PROMOTE YOU MUST PROMOTE YOUR SERVICES THROUGH RELEVANT ONLINE CHANNELS
  • 71. DON’T MASS BOMB. AIM FOR THE NICHE
  • 72. CHOOSE THE RELEVANT ONLINE CHANNELS
  • 73. 4
  • 74. CREATE & DISTRIBUTE CONTENT CONTENT IS KING. YOU MUST BE ABLE TO USE TOOLS LIKE WORDPRESS, TUMBLR, YOUTUBE
  • 75. HVAD KRÆVER + + + SHOW ME. DON’T TELL ME
  • 76. HVAD KRÆVER + + + $0 $250 $0 (you probably have one allready :)
  • 77. SHOW ME. DON’T TELL ME
  • 78. 5
  • 79. INVOLVE AND ENGAGE COMMENT AND DISCUSS TOPICS OF RELEVANCE FOR YOUR BUSINESS
  • 80. DON’T BE TOO TECHNICAL BE PERSONAL MOTIVATE CO-CREATION REMIND PEOPLE
  • 81. 500 DEVOTED FANS ARE BETTER THAN 5000 WHO DON’T CARE nt rta po im is QUALITY TRUMPHS QUANTITY is Th
  • 82. 6
  • 83. STOP TRYING TO SELL
  • 84. SURE, THE ULTIMATE GOAL IS TO SELL, BUT YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE CONSTANTLY PUSHING OUT YOUR PRODUCTS.
  • 85. 7
  • 86. BE HONEST YOUR FRIENDS AND FOLLOWERS EXPECT YOU TO BE 100% HONEST WITH THEM
  • 87. CHOICEHOTELS.COM
  • 88. TRIPADVISOR.COM
  • 89. CHOICEHOTELS.COM “Comfort Hotel Østerport is a hotel full of atmosphere and only a few years ago totally renovated, so today it appears in a fresh and modern style.”
  • 90. GONE ARE THE DAYS WHEN WE COULD CHEAT IN BROCHURES
  • 91. OR DRESS UP OUR HOTEL ROOM TO LOOK ALL GOOD
  • 92. OR CHEAT WITH THE LOCATION
  • 93. OR EVEN THE DINNER BUFFET
  • 94. JUST BE HONEST OR EVEN THE DINNER BUFFET
  • 95. 8
  • 96. RUN SOME TEST PROJECTS GIVE YOUR IDEAS A TRY AND SEE IF THEY WORK IN REAL LIFE
  • 97. DANISH OPEN AIR MUSEUM
  • 98. 100% 90% 80% 70% 60% 50% 40% 30% 20% 13-18 10% 19-25 26-35 0% 36-45 Age groups 46-65 FACEBOOK IN DENMARK
  • 99. DANISH OPEN AIR MUSEUM
  • 100. TWO HOURS TO SET UP
  • 101. 5 HOUR TEST PERIOD
  • 102. 100 TEST PERSONS
  • 103. 100 FACEBOOK AMBASSADORS
  • 104. WITH 100 FRIENDS EACH
  • 105. REACHING 10.000 POTENTIAL VISITORS
  • 106. 9
  • 107. PRIORITISE AND INVEST TIME
  • 108. SOCIAL MEDIA TAKES TIME
  • 109. WHO? SOMEONE WHO UNDERSTAND TECHNOLOGY AS WELL AS PEOPLE
  • 110. RETHINK YOU TOURISM MARKETING
  • 111. OS UM UP T UNDERSTANDING PEOPLE IS JUST AS IMPORTANT AS UNDERSTANDING THE TECHNOLOGY THINK ABOUT THE WHOLE EXPERIENCE BEFORE - DURING - AFTER PUT ASIDE TIME AS WELL AS MONEY IN THE MARKETING BUDGET FOR SOCIAL MEDIA
  • 112. THANK YOU MARIA@SEISMONAUT.COM