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New media as a Strategic Communication Tool in Sustainable Tourism
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New media as a Strategic Communication Tool in Sustainable Tourism

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New media as a Strategic Communication Tool in Sustainable Tourism New media as a Strategic Communication Tool in Sustainable Tourism Presentation Transcript

  • 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
  • HOW WILL SOCIAL MEDIA SHAPE THE FUTURE?
  • AERO-CAB STATION
  • AVIATION POLICE
  • WHALE BUS
  • MOBILE HOTEL
  • AT SCHOOL
  • WHAT CAN WE LEARN FROM THIS?
  • THE POWER OF THE CROWDS Social Networking: everywhere% joined a socialnetwork70%+60% -69%50%-59%<49% Source: Universal McCann, 2009
  • CAN SOCIAL MEDIADRIVE SUSTAINABLETOURISM SUCCESS?
  • CAN SOCIAL MEDIADRIVE SUSTAINABLETOURISM SUCCESS?
  • SO, HOW DOES IT WORK?
  • The Crowds are Active!Laptops for £200 Free broadbandHD Video camera for £200 Video on Mobile phones
  • And the Wisdom of the Crowds lives Here…
  • 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
  • RESEARCH Wisdom of the CROWDS
  • PRODUCTDEVELOPMENT Ask the CROWDS
  • FINANCING Activate the CROWDS
  • FINANCING
  • FINANCING Activate the CROWDSInternet Online marketplace Local Field Partner Developing World Lender (Microfinance Institution) Entrepreneur Video: http://www.pbs.org/frontlineworld/sto
  • MARKETING Influence the CROWDS
  • MARKETING Message the CROWDS COMPANY
  • MARKETING
  • MARKETING Source: We are Social Sept. 2012
  • MARKETING Source: We are Social Sept. 2012
  • MARKETING Source: We are Social Sept. 2012
  • MARKETING Source: Global Web Index, 2012
  • 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
  • SHOWCASE THE EXPERIENCES
  • SHOWCASE VISUAL CONTENT Chinese Travel Social Multi-media Platform. Visual content aggregation of trips via web and mobile.
  • SHOWCASE THE LOCALS
  • 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