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Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
Edelman unwto-presentation
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Edelman unwto-presentation

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Transcript

  • 1. 1st UNWTO International Conference on Tourism and the MediaConversing with the mediaEDELMAN, ZAGREB 2011
  • 2. Why people travel today?
  • 3. People want to be... CONNECTED!
  • 4. The reason? There is a new reality CHANGING AUTHORITY HAS CONTEXTS & BEEN DISPERSED HIERARCHIES A MEDIA SOCIETAL AND LANDSCAPE IN ATTITUDINAL CONSTANT FLUX SHIFTS CONVERSATIONS SOCIAL MEDIA IS START ANYWHERE– MAINSTREAM & INVOLVE INFLUENCERS OF MEDIA ALL TYPES
  • 5. A New era of inter-communications • Consumers are more closely connected to businesses, brands and governments • NGOs impact how a government, business, brand or consumer behaves • Inter-connected factors can threaten a company’s or a country License to Operate • New coalitions can emerge based on shared and mutual interests - Capable of delivering political, social or commercial change … without structure or formal leadership
  • 6. Changing the consumers ´roleMOVING FROM… …TOBuying what’s sold… …Co-stewarding what’s purchasedRelying on critics… …Being the criticsTrust in others’ actions… …Trust in my actionsBelieving stories… …Telling storiesViewers of content… …Creators of content
  • 7. As well as the Media Landscape Fewer Different Mass Less control reporters news is dead of message approach More difficult The pitch More sources, Continual to aggregate unpredictable and catch audiences model filing, more flow of eroding opinionated, information more video and short form content
  • 8. Creating a new Media scenario
  • 9. In this context of changes• Interconnections - Culture of sharing• A new consumer – More Active & Engaged• New Media Landscape in constant flux• Social Media platforms
  • 10. Navigating the complexity
  • 11. Analyze and Listen with Intelligence What is your company/brand situation? How is your business landscape? What do you expect ?
  • 12. Define the strategyUse relevant insights to fundament the strategy... An strategy able to meet the outcomes expected
  • 13. Ideate & PlanningDefine the IDEA that brings the strategy to lifeCreate a 360º Programme • Creative CONTENTS • Multiple CHANNELS • Different APPROACHES
  • 14. Activate & Evaluate Participate in the conversation Socialize media relations Champion Open Advocacy Build Active Partnerships EVALUATE, MEASURE AND RESHAPE IF NECCESARY
  • 15. With special emphasis… Stories built on delivering strategic messages with compelling visuals Multiple layers of media & different languages Use one medium to drive another (print to TV, blogs to radio, TV to blogs, etc.) Maximize existing relationships and constantly seek new ones Continuous monitoring and response to timely news stories; look for opportunities and be part of them Target stories to reach the action consumer
  • 16. “Symbiotic Relationship” Social Media – Content – Drives Amplifies your brand participation and and makes your brandgives users the ability Social Media Content: shareable while to share, co-create Amplifies Builds building trust through and talk about your Content & Engagement Conversation people & places that brand. users care about Search: Makes your brand visible and findable Search – Makes your brand findable, making it more likely to be part of the consideration process
  • 17. Some good examples Tourism Queensland GE ecomagination Challenge: Powering the Grid
  • 18. In summary… UNDERSTANDING CONTENTS OF EMERGING AT THE VERY MEDIA CORE CHANNELS SOCIAL DIALOGUE, NOT CONSCIENCE MONOLOGUE APPETITE SHARED OR BUILDING FOR RISK... TRUST COMMON BREAKING TERRITORY THE MOLD
  • 19. THANK YOU / HVALA / GRACIAS 19

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