Adapt Or Perish: How to Survive The New Reality of 2010

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Co-editors of the Travel 2.0 blog, Thompson and Sherifdeen break out of the blogosphere to bring their unique and colorful take on interactive marketing to the attendees of the Illinois Governor’s Conference on Tourism. From basic digital building blocks to insight on where CVBs go next, “Adapt or Perish” promises to be an intriguing look at how the travel industry can adapt to the new reality of 2010.

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  • The New Content Paradigm
  • A Digital Ecosystem vs. a ‘Web Site’
  • Travel Planning Behavior
  • Travel Planning Behavior
  • Adapt Or Perish: How to Survive The New Reality of 2010

    1. 1. @<br />ADAPT OR PERISHHow to Survive The New Reality of 2010Illinois Governor’s Conference on Tourism | February 18, 2010Troy Thompson | Director of Interactive Marketing & Web Operations, VISIT DENVERMo Sherifdeen | Interactive Marketing Manager, Travel Oregon<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    2. 2. ”@<br />“Adapt or perish, now as ever, is nature’s<br />inexorable imperative. <br />H. G. Wells <br />
    3. 3. Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />OutlineTopics we will be covering today.Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Measurement<br />What? You mean I have to pay attention to what has happened?<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br />Content<br />Wow, you really need to learn more about content.<br />Mobile<br />Please tell us you have an iPhone?<br />Social<br />In our opinion, there should be 3 or 4 Facebooks.<br />Membership<br />New rule, visitors have to pay a toll to enter our town.<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    4. 4. OutlineThe actual topics we will be covering today.Content<br />How Travel Oregon is re-thinking the creation of content.<br />Membership<br />Does a membership model limit our ability to focus on the consumer?<br />Social<br />Tips and ideas from the VISIT DENVER and Travel Oregon campaigns.<br />Mobile<br />Why mobile is here to stay and what you can do about it.<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    5. 5. 15 years ago, only three sources of information were readily available to the traveler…the CVB, AAA<br />and the Yellow Pages. <br />!@<br />
    6. 6. Consumers do not plan trips around<br />brands<br />content.<br />they plan based on <br />
    7. 7.
    8. 8.
    9. 9.
    10. 10.
    11. 11. Compete<br />partner?<br />or<br />
    12. 12. MembershipDoes a membership model limit our ability to focus on the consumer?<br />Ownership & ExpertsDMOs and CVBs do not ‘own’ anything, so how do we fit into a seemingly endless cycle of emerging media? Furthermore, what are CVBs experts at?<br />Back to the PortalAn idea that has been circulated before, but what if CVBs took a leadership role as the aggregators of destination content.<br />Travel Agencies, CVBs, etc.Destination websites are constantly highlighted as a key planning tool in surveys, however the traffic to and engagement with these sites is lacking in comparison.<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    13. 13. Everyone is now tweeting their way to<br />15 minutes<br />of fame.<br />
    14. 14. Social MediaIs social right for my brand, CVB, organization…GoalsSocial Media Marketing is fantastic, but does it match up with your stated goal as a bureau?<br />Targeting the InfluencersHere is a secret, Social Media Marketing is not targeting everyone…just those individuals who cast a wide net of influence on others.<br />Provide ValueStatistics have shown that providing incentives (exclusive content) or value (deals, deals, deals) produce a larger ROI than other messaging.<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    15. 15. Monitor perceptions/buzz<br />Who’re the “influential”<br />Interact with fans<br />Provide platforms for fans to share their stories<br />Interact with fans in other communities<br />Amplify advocates<br />Spread out content across web (communities, applications, etc.)<br />Social media as customer service**<br />Listen/Talkto the community<br />Boost<br />Community of Fans.<br />ShareOur stories, resources, advice.<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    16. 16. Social MediaMeasuring the value of social media marketing via engagement.<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    17. 17. Social MediaCreating customers from digital brand experiences.Stats Don’t Lie<br /><ul><li>97% report increased brand awareness
    18. 18. 98% show increased consideration
    19. 19. 97% more likely to purchase
    20. 20. 96% may recommend to friends</li></ul>Source:eMarketer / Marketing Sherpa<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    21. 21.
    22. 22. Social MediaCase Study: SokolBlosser Winery (Dundee, OR)<br />Goals: <br />Secure a wider net of loyal followers to SokolBlosser and make it easier (and cheaper) to share news and event updates. <br />Translate loyalists to increased site & blog traffic…and sales.<br />Outcome:<br /><ul><li> Started Facebook & Twitter in Nov. 2008
    23. 23. 3317 friends on FB; 3026 followers on Twitter
    24. 24. 2 staff resources
    25. 25. Site traffic and sales slightly up (YOY)
    26. 26. Biggest challenge: Keeping brand voice consistent</li></ul> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    27. 27. Social MediaCase Study: Travel Portland (Portland, OR)<br />Goals: <br />Harness Twitter as a customer service tool and to build community . <br />Translate loyalists and Portland fans to increased site & blog traffic…and sales!<br />Outcome:<br /><ul><li> Started Twisitor-Center in Feb. 2009
    28. 28. Users encouraged to use the #inpdx hash tag
    29. 29. 14,250 followers!
    30. 30. Dedicated agency resource (5 days/week)
    31. 31. NUMBERS FROM MARTIN/TRAPO</li></ul> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    32. 32. Consumers own more<br />cellphones<br />computers.<br />than personal<br />
    33. 33. MobileWhy is everyone talking about mobile?ContentContent is not tied to the device, all content is now mobile. Take steps to ensure that your content is also mobile.<br />Unique FitLike most technology, mobile only works if it is the right fit, for the right campaign, with the right audience.<br />PersonalizationMobile is helping push other forms of digital content into personalized presentations…based on interests, choices and locations.<br /> Adapt Or Perish, How to Survive The New Reality of 2010 | Mo Sherifdeen | Troy Thompson | @travel2dot0<br />
    34. 34. If users will not read content on your ‘traditional’ site, what makes you<br />think they will read it <br />on a screen ¼ the size?<br />!@<br />
    35. 35.
    36. 36. What does your organization do best?<br />Now, what do your consumers think you<br />do best?<br />!@<br />
    37. 37. @<br />Travel 2.0travel2dot0.wordpress.com<br />@travel2dot0<br />Mo@MoSherifdeen<br />mo@traveloregon.com<br />Troy@troydthompson<br />tthompson@visitdenver.com<br />

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