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Reputazione Turismo e Marketing

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Presentazione alla Social Media Week di Milano
25 febbraio 2014

Published in: Travel
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Reputazione Turismo e Marketing

  1. 1. 1 Roberta Milano Reputazione Turismo e Marketing ! nell’era dei social media! 25 febbraio 2015! SMW Milano
  2. 2. 2 REPUT’AZIONE
  3. 3. TripAdvisor nasce (nel 2000) quando la famiglia Kaufer, nell’organizzare un viaggio in Messico, non si accontenta delle offerte presenti nelle riviste di agenzia A quale bisogno rispondono i siti di recensioni?
  4. 4. Se una DESTINAZIONE incrementa di 5 punti la sua reputazione, può incrementare le entrate turistiche del 12% ! ! Reputational Institute LA REPUTAZIONE È MISURABILE
  5. 5. ! ! ! Se un HOTEL incrementa di un punto la sua classifica (per esempio passando da 3,3 a 4,3 in una scala da 1 a 5) può incrementare il prezzo (11%) mantenendo immutati livello di occupazione e quota di mercato. Cornell Hospitality Report LA REPUTAZIONE È MISURABILE
  6. 6. 6 REPUTAZIONE dell’ITALIA
  7. 7. Siamo il Paese che ha il più grande gap negativo tra percezione esterna e interna 
  8. 8. 9 TURISMO
  9. 9. 10,3% contributo tot. PIL
  10. 10. 1995: Italia 2° posto 2014: Italia 5° posto Nello stesso periodo in cui l’Italia perdeva posizioni, si sviluppava internet
  11. 11. 12 MARKETING
  12. 12. http://socialmediatoday.com/bryan-kramer/2115561/there-no-more-b2b-or-b2c-it-s-human-human- h2h#ptlink.fid=5042&isc=1&did=c8529e1c116c54690aeb570f7c7f949002a9e2a0&ctp=article IL MARKETING DEVE RIPENSARSI
  13. 13. 14
  14. 14. 15 1) SOCIAL MEDIA 2) MOBILE 3) PERSONALIZZAZIONE ESPERIENZA
  15. 15. 16 SOCIAL MEDIA NEL TURISMO:! ESEMPI
  16. 16. (mancata) ASSISTENZA
  17. 17. il costo di una mancata ASSISTENZA
  18. 18. 20 LAZIO
  19. 19. ILTURISMO SIAMO NOI, NESSUNO SI SENTA ESCLUSO##BA ! ! #BASILICATASELFIE ! Selfie doppio: foto con libri che parlano di Basilicata [la creatività di Alessia de Bonis, inviate su Facebook]
  20. 20. "La Basilicata esiste, è un po' come il concetto di Dio, o ci credi o non ci credi!" Basilicata coast to coast L’intera Basilicata a fianco di Matera 2019 forse unica APT a sostenere così apertamente la sua candidata
  21. 21. 23 La strada è quella tracciata dall’Australia:
  22. 22. 24 STRATEGIA DIGITALE DEL TURISMO ITALIANO Una strategia digitale del turismo è qualcosa di molto più complesso di un uso corretto e creativo dei social media
  23. 23. 25 La buona notizia: esiste! http://tdlab.beniculturali.it/wp-content/uploads/2014/10/TDLab-Piano-Strategico-per-la-Digitalizzazione-del-Turismo-Italiano-1.pdf
  24. 24. 26 tdlab.beniculturali.it UN PERCORSO PARTECIPATO E CONDIVISO
  25. 25. 27 Incontro con Regioni e GdL
  26. 26. 28 Esempi di schede prodotte
  27. 27. 29
  28. 28. 30 La brutta notizia:! è ancora chiuso in un cassetto http://tdlab.beniculturali.it/wp-content/uploads/2014/10/TDLab-Piano-Strategico-per-la-Digitalizzazione-del-Turismo-Italiano-1.pdf La buona notizia: esiste!
  29. 29. 31 FOCUSTURISMO GRAZIE! ! Roberta Milano co-founder BTO Educational contatti: info@robertamilano.com blog: www.robertamilano.com twitter: @robertamilano

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