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Social Media and Tourism
 

Social Media and Tourism

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Presentation at Moteborsen, Oslo, 9th January 2008

Presentation at Moteborsen, Oslo, 9th January 2008

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Social Media and Tourism Social Media and Tourism Presentation Transcript

  • Blogging, podcast, social networking sites How to generate ‘buzz’ about your brand Alex Gibson DIT - Dublin
  • what I’ll be talking about…
    • The context for the rise in social media
    • Charting the social media landscape
    • Some examples to share
    • Some tips on engaging in social media
  • You trust yourself….. and those like you…
  • First Media Turned To… *Europe = UK, France,, Germany, Italy and Spain ** Asia = Japan, China and S. Korea Global : TV is #1, but declined in favor of Internet; Newspapers – steady; Internet passes radio in creditability Europe : Newspapers turned to first Source: Edelman Annual Trust Barometer, Jan 06
  • First Media Turned…. Europe *Europe = UK, France,, Germany, Italy and Spain ** Asia = Japan, China and S. Korea Source: Edelman Annual Trust Barometer, Jan 06 Print key in France, Germany and Spain Radio important in Spain and UK TV important in UK and Germany Internet growing across all markets
  • Credible Spokespersons: “Person Like Yourself” at par with Third Party Experts for First Time
    • Credibility of “person like yourself” (similarly “regular employees” and “friends & family”) skyrocketed in last four years
    • Followed by independent experts like doctors and academics as most trusted
    • CEOs are not as credible; nor are PR people!
    • Source: Edelman Global Trust Barometer
  • “ Person Like Yourself” Since 2003 * Europe = UK, France, Germany Source: Edelman Annual Trust Barometer, Jan 06 56 53 51 33 Europe* 59 55 NA NA Canada 22 % 2003 51 % 2004 68 % 2006 56 US % 2005 TOP 4 BOX (6-9)
  • US Credibility of Key Information Sources: 2007 Reverses the the Upward Trend In general, how credible do you feel each of the following sources is for information about a company? Is information that you get from [SOURCE] extremely credible, very credible, somewhat credible, or not credible at all? Top two boxes shown
  • UK/France/Germany Credible Sources: Reports Lead 43 55 52 47 58 News coverage on the radio 39 50 43 44 51 Friends and family (2003-2006)/Conversations with your friends and peers (2007) 25 36 27 30 32 Communications issued by companies such as press releases, annual reports, and newsletters 38 45 43 37 45 Television news coverage 22 N/A 38 44 52 % 2004 17 N/A 34 47 51 % 2005 23 15 45 60 60 % 2006 11 27 A company’s own website 13 N/A Weblogs or blogs 29 37 Articles in newspapers 49 42 Stock or industry analyst reports 49 52 Articles in business magazines % % 2007 2003 TOP 2 BOX
  • US: Person Like Me and Regular Employee Have Risen Well Ahead of CEO 2003-2006 wording: In general, when forming an opinion of a company, if you received information from a/an [INSERT PERSON] about a company, how credible would the information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all? The next is … [READ LIST. RANDOMIZE. ACCEPT ONLY ONE RESPONSE] 2007 wording: In general, when forming an opinion of a company, if you heard information about a company from a/an [INSERT PERSON], how credible would the information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all? The next is … [READ LIST. RANDOMIZE. ACCEPT ONLY ONE RESPONSE] Top two boxes shown
  • UK/France/Germany: CEO Trust at All Time Low; Largest Gap to Date with Person Like Yourself 2003-2006 wording: In general, when forming an opinion of a company, if you received information from a/an [INSERT PERSON] about a company, how credible would the information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all? The next is … [READ LIST. RANDOMIZE. ACCEPT ONLY ONE RESPONSE] 2007 wording: In general, when forming an opinion of a company, if you heard information about a company from a/an [INSERT PERSON], how credible would the information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all? The next is … [READ LIST. RANDOMIZE. ACCEPT ONLY ONE RESPONSE] Top two boxes shown
  • Social Responsibility is More Important than Corporate Brand or Financial Performance Which ONE of the following factors is most important to building your trust in a global company? Ranked on US
  • Social Networks, Buzz and the New Marketing
    • “ Social networks, which are segmented for special interest groups, hit at the essence of behavioural targeting.
    • Questions for tourism marketers?
    • How can brands participate in this highly engaging environment without disrupting the user experience?
    • How can brands be assured that the user-generated content they are associated with is clean?”
  • …… .travellers of tomorrow are looking for Up to date, Integrated, visual devices Frequently updated Highly personalised, … and relevant Recommended …by trusted sources Engagement
  • What we really want to look at…
    • What it really means and really encompasses and…
    • What marketers are supposed to do and not do with it
  • Social Media and user-generated content are catch-all descriptions for many different participatory online environments. How are they best segmented and understood?
  • Social Media - the new marketing paradigm
    • Creation: “ people” versus journalists, recognized experts, professional authors, screenwriters, etc.
    • Consumption: active participation, not passive reception
    • Process: unconstrained vs. editorial hierarchy and convention
    • Distribution: open vs. controlled
    • Motivation: Personal expression and interpersonal communication, not just information and entertainment
  • Dimensions to consider… Engagement Discovery Measurement Monitoring
  • Which parts of the Social Media and User-Generated Content landscape should marketers care about the most? When should marketers just stay away?
  • Wiki Consumer Review Multi-Player Game Blog Video Social Network Discussion Board The Social Media Landscape Interpersonal Communications Information Entertainment Personal Expression Virtual Worlds Podcasts Adapted from Cymfony
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  • Facebook
    • No Fuel Day in UK on 19 November 2007
    • 5000 messages
    • Over 145,000 outraged motorists plotting online
    • ‘ Widgets’ are becoming a key feature of sites such as Facebook
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  • …and it’s way ahead.. Source: Hitwise June 07
  • … seems like everyone wants to be a citizen journalist..
    • Total identified blogs worldwide= 67.3MILLION
    • Average 24 hour period
      • 87,000 new blogs
      • 619,000 postings
      • Source ( Blogpulse.com, Nov,07)
  • … and these bloggers ARE influencing consumer choice
  • The Travel Decision Process Information Search Alternative Evaluation Problem Recognition Choice Outcomes
    • Consumers are listening
      • About a third of American travelers who research trips via the Web read reviews written by fellow travelers, according to Forrester Research.
    • Of those who book hotels online
      • a third have changed plans based on other travelers' comments.
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  • YouTube and Destination Choice
    • National Laboratory for Tourism and eCommerce, Philadelphia, US.
    • Examined 120 videos ‘tagged’ as New York
      • 50% were destination centric
      • Information Sharing
      • Reminiscence
      • Perceived Attractions
      • Travel Stimuli
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  • Some good examples
    • Tripadvisor
    • Yahoo Trip Planner
    • Virtual Tourist – discounts to social network members
    • Tripbase
    • Gusto – travel reviews etc.
    • VibeAgent
    • CoolAustria.com
    • Tourism Ireland
    • My Australia Travel Wiki
    • Boo.com
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  • Marriott’s Blog
  • Starwood’s Blog
  • SixtySecondView
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  • Marketing Communication Implications….?
  • …hearing a lot more of
    • Word-of-Mouth Marketing
      • Viral Marketing
        • Dove Evolution (5.7million views)
        • Cadbury ( 1.6million views)
      • Buzz Marketing
  • …hearing a lot more of
    • Word-of-Mouth Marketing
      • Viral Marketing
        • Dove Evolution
      • Buzz Marketing
      • Influencer Marketing
        • Buzz Paradise
      • Consumer Generated Media
        • Diesel Perfum
  • The World’s Longest Advertisement
    • Non-Stop Fernando
    • To Launch Dubai-Sao Paulo route
    • Fully integrated power of social media
    • Blogs, RSS, YouTube
  • What is business using? "The B2B Web 2.0 Tools Report" 2007 9.2% of Fortune 500 companies blogging as of 12th December, 2007 ( source : Fortune 500 business blogging wiki)
  • What works and When? Get Integrated!! What’s best?
    • Dialogue, not Broadcast
    • Human, not corporate
    • Authentic, not marketing speak
    • Listen, not just talk
    • Honest in opinion, relationship, identity
    • Discourse, not argument
    • Engagement not communication
  • Tips for blogging/podcasting
    • Post/podcast regularly
    • Less is more
    • Self-deprecation works
    • Build approval into process ( e.g. Southwest Airlines the lobby blog)
    • Just Do It!
  • Questions????