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Web 2.0 und Tourismus


Wie passen Tourismus/Kundenbeziehungen und das Web zusammen. Vortrag von Thomas N. Burg bei den Schönbrunner Tourismustagen, Wien 14.9.07

Wie passen Tourismus/Kundenbeziehungen und das Web zusammen. Vortrag von Thomas N. Burg bei den Schönbrunner Tourismustagen, Wien 14.9.07

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  • 1. Wo stehen wir?
  • 2. Social Networks Video
  • 3. Social Networks Marketing-Plattformen für den Tourismus?! Thomas N. Burg
  • 4. Filter & Fun ✴Problem: Information - Overload ✴Fakt: Begrenzte Aufmerksamkeit •Lösung • Crowdsourcing • Weblogs etc. • Soziale Netzwerke
  • 5. Reife (15 Jahre) • Werkzeug => Apparat • Nicht nur besser, sondern neue Konzepte
  • 6. Wertschöpfung UGC
  • 7. not what social media communities can do for your brand — but what your brand can do for social media communities? Advertisers need to start with this question and work backward to marketing goals. Providing value to social media communities will be the new cost to distribute marketing messages in the social media OS. , Joe Marchese
  • 8. Das sind wir u.a. auch als neue KundInnen
  • 9. Soziale Netzwerke • Lose gekoppelte • Blogs • YouTube • Foren • Dicht geknüpfte ! • Facebook • MySpace • StudiVZ
  • 10. Generation C Content Connection is King
  • 11. AlterAktivität • Community • Connectedness • Collaboration • Creativity
  • 12. Making over life and media Social networking already a lead Fox Interactive Media You have fifteen minutes of free time. What do you phones as the most desira do? For social networking users—which, at 70% of interest level doesn’t seem 15-34s in this country, represent a hugely mainstream the numbers show the long phenomenon—the answer is simple: visit their favorite social network site, the mo social networking site. Trumping iPods, video games, your destination of choice. even TV, social networking sites ranked alongside cell If you had 15 minutes of time, which activity would you most like to do? • Online Social Base: SN users age 14-29 (n=2,081) Networks bereichern 17% Check out social networking sites — existierende 17% Talk on your cellphone — Beziehungen 14% Watch TV — 10% • Surf Web generally — Prime Time ready 9% Play video game — • 8% IM — Marken könne an 7% Listen to MP3 player — dieser Stelle 1% Listen to the radio — Beziehungen aufbauen. Commission
  • 13. Friending is the next advertising In the emerging “Friendonomics” of social networks, stuff you need to know.” Across markets, social Friendonomics users are making meaningful connections with the networking users consistently expressed their desire groups, bands, brands and clubs that create a for brands and organizations to treat them less like two-way street of value. As one respondent observed, customers…and more like friends. “Friends don’t waste your time. But they do tell you “Having Puma as a friend is pretty cool. You get some online sales or whatever since they’re kind of expensive. You can see what kind of shoes they have.” — Claire, 18, Chicago “I don’t want companies to advertise to me. I want them to be my friend.” — Rob, 27, Los Angeles “Having a brand like Gibson or Nike as a friend would be cool. It’s an allegiance kind of thing.” — Matthew, 25, Chicago
  • 14. Base: SN users age 14-40 (n=2,605), Top 2 box scores (3 point scale 1=do not agree at all, 3=completely agree) 73% — I am never bored when using it... 66% — There are just so many things to do on this site... 56% — The site adds fun to going out... 48% — With SN, I’ve been having more fun in life in general... 47% — With SN, I’ve been more plugged into the music scene... 46% — With SN, I’ve felt more on top of trends and what’s new... — It makes my life more exciting... 45% — With SN, I’ve discovered brands and products that I really like... 40% Marken & Produkte 15!quot;Never Ending Friending Research Summary, April 2007
  • 15. Diagram: B2C Value Creation Business Advertising Population Reached (with a proportion influenced) ly This communication model allows a marketer to count how many people will receive the message, and measure the number of people influenced (the value created). Klassisches Marketing
  • 16. Diagram: C2C Value Creation & the Momentum Effect Impact Influenced to visit brand community. repeats Each interaction Some pass along to others. as pass is an impression along continues Pass along content Don’t visit brand custom community, but positively influenced. Some pass along to others. The B2C value creation If the message doesn’t stop once communicated to remains a legitimate part of Marketing. SN complements consumer (as in “the momentum effect”), it means we and extends the impact further than traditional marketing need a new model for measuring value creation that could go by activating C2C activities. adds in the consumer to consumer component. B2C2C = Momentum Effect In addition to the new model of “B2C + C2C = value B2C + C2C = Value Creation creation,” SN becomes part of the product experience, and the value of SN extends to increases in advocacy The momentum effect: The activation of consumers and loyalty. to tell their own personal stories using your brand as the reference point. The momentum effect accounts
  • 17. Fazit • Bereitstellung von teilbaren Objekten (=Sozialen Objekten, Momentum Effect) • Marke, Brand als ein Referenz- punkt
  • 18. Soziale Objekte • Fotos • Videos • Profile • Dokumente • Bücher • Daten ....
  • 19. Beziehungsnetzwerke Quelle: Märkte sind Gespräche
  • 20. Zahlen • 75 Millionen Weblogs • MySpace: 110 Mio • facebook: 25 Mio • StudiVZ: 1,5 Mio • Flickr: 5 Mio • 1,2 Mio
  • 21. 70% aller 15-34 jährigen nutzen Netzwerke rund um die Uhr (February 2007, US ComScore)
  • 22. Quelle:
  • 23. StudiVZ Weblog YouTube Beispiele Wiki Flickr Podcast Twitter Xing MySpace
  • 24. Travbuddy • 1 Million User • 13.000 Blogposts, 300.000 Bilder • In den letzten 6 Monaten hat sich die Zahl verhunderfacht • 500.000 User via Facebook • Geschäftsmodell: Werbung
  • 25. 45.000 User
  • 26. Fazit: Change
  • 27. Was tun? • Business Intelligence 2.0 • Zuhören (Buzzmonitor) • Mitmachen (Bereitstellen & Connect)
  • 28. Vielen Dank! virtuell = real Thomas N. Burg