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Tourism 2.0


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Tourism 2.0

  1. 1. Tourism2.0<br />Winning has never been so easy<br />
  2. 2. “If you can't convince them, confuse them.”<br />Harry S. Truman<br />33 º Presidente dos EUA<br />(1884- 1972)<br />
  3. 3. In a world with ever more options, how to differentiate your brand?Until now more options = more freedom = happinessBut today unhappiness = paralysis in the decision and fear the wrong choice plus cost of that option not taken<br />*Barry Schwartz on The Paradox of Choice (2004)<br />
  4. 4. ConsumerAtention<br />Do the test:<br /><br />4<br />
  5. 5. ChangingPower<br />More people died in 2001, when a private attack the US, than in 1941 when a nation (Japan) attack the US<br />Today my PC costs 4 times less with 8 times more Power, than 3 years ago.<br />
  6. 6.<br />
  7. 7. Do you want to be a Target?Most consumers no longer like to be a target<br />7<br />
  8. 8. Theywantto be 2.0 Consumer<br />8<br />
  9. 9. CrowdSourcing<br />ExchangeofExperience<br />9<br />
  10. 10.
  11. 11. OpenInnovation<br />CollectiveIntelligence<br />Open Inovation <br />11<br />
  12. 12. Communication 2.0 = Listen first, sell later <br />12<br />
  13. 13. MY.BARACKOBAMA.COM*<br />+ 1.500.000followers<br />+ 150.000events<br />+ USD 400.000.000<br />1st African American and one of the poorest U.S. Presidents <br />*Marketeer Março de 2009<br />13<br />
  14. 14. Mkt: Bytes vs Atoms<br />Use free tools from WEB<br />Faster, better targeting with real-time details<br />Customization facilitating the contact button and increasing awareness<br />Easily grasp market signals and trends<br />Guide or influence the customer perception that research on WEB 2.0 before buying<br />
  15. 15. Facts2.0<br />
  16. 16. Facts2.0<br />Buscas = Search<br />Today YT isthesecondlargest SE<br />16<br />
  17. 17. Facts2.0<br />50 million users:<br />Radio 38 years<br />TV 13 years<br />Internet 4 years<br />Facebook<br />7 years = 500 million<br />50 million over the 1st 2 years<br />Font: Socialnomics<br />
  18. 18. Facts2.0 Portugal<br />+ 4.5 million Internet users each day<br />+ 2.8 mobile internet users<br />+ 2.5 million gain access to virtual communities<br />+ 40 million hours in virtual communities<br />15 hours and 40 minutes per user.<br />In March alone from 1.6 million unique users, 742 million pages and 4 million hours in virtual communities.<br />Font: Marketest 10/2010<br />
  19. 19. Sucess2.0, How?<br />Be Found: where are you on Google?<br />Being Relevant: what pain do you solve to your costumer?<br />Being Authentic: what happens in Vegas ... ... Dos not stay in Vegas any more.<br />Being Promoted: by our customers ...<br />WEB 2.O Map:<br />Where is our target audience?<br />What are they doing?<br />What are their objectives participating in Web 2.0<br />Giving and receiving, listening first<br />
  20. 20. 2.0 Power<br />Give the power of the reference customers<br />Disseminate our brand with low costs<br />Be the first on Google<br />Being on the websites of our fans<br />Be found where the customers are<br />Be truthful with people without trying to buy them<br />
  21. 21. CommonMistakes<br />Shotguntechnique<br />Talk, talk, talk and listen<br />Because it is cheap does not return back<br />Is automatic, easy, with no work<br />Like a Flyer: make many<br />Profiles incomplete or inadequate<br />U.S. = Portugal<br />Being in all = Many Friends, Immense Business<br />Bad definition of SEO and Keywords<br />
  22. 22. Tools<br />Trends<br /><ul><li>Google
  23. 23. Google, Insigths for Search,Trends
  24. 24. Google News (Clipping)</li></ul>Keywords <br /><ul><li>
  25. 25. Keyword Elite </li></ul>Web 2.0 ManagementandContent Sharing<br /><ul><li>
  26. 26. People Browser </li></li></ul><li>Tools<br />Product Management, increased Awareness, Networking and Market Research, testing and sampling in real time, customer prospecting Social Networking: Facebook, Orkut, LinkedIn or Ning Blog: Blogger, Wordpress or Weebly Microblogging: special offers and buzz Video (YouTube or Ustream) explanations, history, viral Audio (podcasts): history, leadership and books Image: Flickr or Picassa Geo Referencing: Google Maps or Google Earth Wikipedia: information<br />
  27. 27.
  28. 28. Tourism2.0 <br />Ecosystem:<br />Destinations<br />PublicAdministration<br />SME<br />Transports<br />Residents<br />
  29. 29. Tourism2.0 <br />Ecosystem:<br />Tourists go to where the transport take them. Destinations suffer:Stockholm Funchal come and go € 407Stockholm Athens to come and go € 182<br />You have to reposition your destination according to that<br />
  30. 30. Tourism2.0 <br />Residentes talk a lot!<br />Ecosystem:<br />
  31. 31.
  32. 32. Tourism2.0 <br />Ecosystem:<br />SME<br />
  33. 33. Tourism2.0 <br />Today the Public Administration is not the only one or even the most important!<br />
  34. 34. Tourism2.0 <br />Madeira USP?<br />
  35. 35. Tourism2.0 <br />Paradox of Choice: what pain are you solving, them?<br />
  36. 36. Thanks!<br />Tiago Silvério Marques<br />+351 967816422<br /><br /><br /><br />33<br />