New media as a Strategic Communication Tool in Sustainable Tourism
JENS THRAENHART Chair, PATA China Co-Founder & President, Dragon Trail Contact: http://jens.magnt.com LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com Connecting to the Crowds: Can Internet Technologies and Social MediaDrive Profitable Sustainable Tourism Development
Awareness of Facebookis close to 100%More than 1 billion people(>70% of internet population)use social networks.
Average Facebook session lasts 37minutes, Twitter 23 minutes.More than 400 million people useFacebook daily.
Embrace consumer power: 36% posts company/brand related information on social media
o Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
The conversation is not: o controlled o organized o “on message”The conversation is: o organic o complex o speaks in a human voiceSocial media is not a strategy or a tactic – it’s simply a channel.
Leverage the CROWDS RESEARCH PRODUCT MARKETING PROFIT DEVELOPMENT FINANCING
MARKETING China’s digital media landscape is dominated by local players. Government Local players appeal censorship to domestic users
MARKETING Sina Weibo: Most active social media platform in China (2nd globally after Facebook). 27 million (9%) of the 320 million users checking in every day, and more than 100 million posts every 24 hours. (Sept. 2012)Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
WHAT DOES IT ALL MEAN? HOW TO BUILD A WEBCONTENT & SOCIAL MEDIASTRATEGY…TO BE RELEVANT TO YOUR CUSTOMERS
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
Leverage the CROWDSSocial Media Strategy Basics
Leverage the CROWDSSocial Media as a Business Tool