JENS THRAENHART
           President, Chameleon Strategies
        Partner & Chief Strategist, Dragon Trail




          ...
THE POWER OF THE CROWDS
         Social Networking: everywhere
                                                           ...
CAN SOCIAL MEDIA
DRIVE SUSTAINABLE
TOURISM SUCCESS?
CAN SOCIAL MEDIA
DRIVE SUSTAINABLE
TOURISM SUCCESS?
SO, HOW DOES IT WORK?
The Crowds are Active!
Laptops for £200           Free broadband




HD Video camera for £200   Video on Mobile phones
And the Wisdom of the Crowds lives Here…
Leverage the CROWDS


              RESEARCH




                            PRODUCT
  MARKETING    PROFIT     DEVELOPMENT...
RESEARCH   Wisdom of the CROWDS
PRODUCT
DEVELOPMENT   Ask the CROWDS
FINANCING   Activate the CROWDS
FINANCING
FINANCING   Activate the CROWDS

Internet    Online marketplace      Local Field Partner       Developing World
 Lender   ...
MARKETING   Message the CROWDS




                COMPANY
MARKETING   Influence the CROWDS
PROFIT   Please the CROWDS

               “The clear and away
             strongest predictor of a
            company’s...
Leverage the CROWDS
Social Media Strategy Basics
Leverage the CROWDS
  Social Media as a Business Tool

Research & Insight


  Product Development


      Sales & Marketing
Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens
Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens
Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens
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Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens

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How can social media and internet technologies impact sustainable tourism development, especially in developing countries.

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Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens

  1. 1. JENS THRAENHART President, Chameleon Strategies Partner & Chief Strategist, Dragon Trail www.DragonTrail.com www.ChinaTravelTrends.com Connect to the Crowds: Can Internet Technologies and Social Media Drive Profitable Sustainable Tourism Development Mekong Tourism Forum, May 2010 Siem Reap, Cambodia
  2. 2. THE POWER OF THE CROWDS Social Networking: everywhere South Korea Russia 9.4m 6.1m UK Netherlands 3.7m Poland 11m Denmark 2.7m 0.6m CANADA 4.2m Germany Czech 1.4m 0.8m Romania China Japan 8.2m Hungary USA France 4.2m Switzerland 1m Turkey 39m 12.4m 43m 0.9m Austria 0.6m 3.3m Greece Pakistan Spain Italy 0.5m 1.8m Taiwan 4.7m 3.9m 3.9m MEXICO India Hong Kong 5.1m 11.7m 1m Philippines 3m % joined a social network BRAZIL 70%+ 11.4m 60% -69% Australia 50%-59% 2.6m <49% Source: Universal McCann, 2009
  3. 3. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?
  4. 4. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?
  5. 5. SO, HOW DOES IT WORK?
  6. 6. The Crowds are Active! Laptops for £200 Free broadband HD Video camera for £200 Video on Mobile phones
  7. 7. And the Wisdom of the Crowds lives Here…
  8. 8. Leverage the CROWDS RESEARCH PRODUCT MARKETING PROFIT DEVELOPMENT FINANCING
  9. 9. RESEARCH Wisdom of the CROWDS
  10. 10. PRODUCT DEVELOPMENT Ask the CROWDS
  11. 11. FINANCING Activate the CROWDS
  12. 12. FINANCING
  13. 13. FINANCING Activate the CROWDS Internet Online marketplace Local Field Partner Developing World Lender (Microfinance Institution) Entrepreneur Video: http://www.pbs.org/frontline world/stories/uganda601/ug anda-601.html?c=3qt
  14. 14. MARKETING Message the CROWDS COMPANY
  15. 15. MARKETING Influence the CROWDS
  16. 16. PROFIT Please the CROWDS “The clear and away strongest predictor of a company’s growth rate is: “would you recommend this to a colleague or friend?” Fred Reichheld, Bain Fellow and Author, The Ultimate Question – Driving Good Profits & True Growth
  17. 17. Leverage the CROWDS Social Media Strategy Basics
  18. 18. Leverage the CROWDS Social Media as a Business Tool Research & Insight Product Development Sales & Marketing

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