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Mach Dir Dein Bild vom Schwarzwald - Die digitale Perspektive

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Wie macht sich der Gast heutzutage sein Bild vom Schwarzwald? Und wie können Touristiker dieses Bild noch beeinflussen?

Am Beispiel einer digitalen Customer Journey eines Schwarzwaldgastes wird erklärt über welche Kanäle und Inhalte das Bild des Gastes zustande kommt und welche Konsequenzen dies für das klassische Tourismus Marketing hat.

Vortrag von Martin Birchmeier am Schwarzwald Tourismus Kongress 2018 in Baden-Baden.

Published in: Marketing
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Mach Dir Dein Bild vom Schwarzwald - Die digitale Perspektive

  1. 1. 23.07.2018 1 MACH DIR DEIN BILD VOM SCHWARZWALD. DIE DIGITALE PERSPEKTIVE #Schwarzwald Tourismus Kongress 2018
  2. 2. 2 DARF ICH MICH VORSTELLEN? Martin Birchmeier BERATER / NETZWRKPARTNER TOURISMUSZUKUNFT m.birchmeier@tourismuszukunft.de +49 160 3175204 #schwarzwaldkind #hotelkind #stratege #hotelmarketing #onlinemarketing
  3. 3. NETZWERK UNTERNEHMEN » 12 Experten » 12 Standorte » Persönlicher Habitus und individuelle Werte relevant » Individuelle Schwerpunkte und Kompetenzen 3
  4. 4. 4 WIR GESTALTEN DIE ZUKUNFT DES TOURISMUS
  5. 5. 5 DAS BILD DES GASTES IST DIGITAL
  6. 6. 6 CUSTOMER JOURNEY DES GASTES Die „Reise des Gastes“ in 5 Phasen. 1. Reise- inspiration 2. Informations- suche 3. Buchung 4. Reise- durchführung 5. Reise- reflektion
  7. 7. 7 DAS IST KATHRIN … • 40 Jahre • Zielgruppe: Anspruchsvolle Singles • Motive: Kultur und Natur • Beruflich erfolgreich • Digital aufgeschlossen
  8. 8. 8 CUSTOMER JOURNEY DES GASTES Die „Reise des Gastes“ in 5 Phasen. 1. Reise inspiration 2. Informations- suche 3. Buchung 4. Reise- durchführung 5. Reise- reflektion
  9. 9. 9 INSTAGRAM IHRE NEUE LIEBLINGS-APP
  10. 10. 10 Anzahl Beiträge: #schwarzwald: 492.434 #feldberg: 66.120 #titisee: 45.291 #mummelsee: 13.604 #blackforest: 955.922 Aktuelle Stories
  11. 11. 11
  12. 12. 12
  13. 13. 13 CUSTOMER JOURNEY DES GASTES Die „Reise des Gastes“ in 5 Phasen. 1. Reise- inspiration 2. Informations- suche 3. Buchung 4. Reise- durchführung 5. Reise- reflektion 2. Informations- suche
  14. 14. 14 GOOGLE DER NEUE REISEFÜHRER?
  15. 15. 15 Google Reiseführer: • Allgemeine Informationen • Fotos & Videos • Aktivitäten • Hotels • Flüge • Reisepläne • Bewertungen • Reisewetter • Meine Reisen
  16. 16. 16 CUSTOMER JOURNEY DES GASTES Die „Reise des Gastes“ in 5 Phasen. 1. Reise- inspiration 2. Informations- suche 4. Reise- durchführung 5. Reise- reflektion 3. Buchung
  17. 17. 17 BOOKING.COM DIE BUCHUNGSPLATTFORM
  18. 18. 18 Die Buchungsplattform: • 3.223 Unterkünfte • (Fast) alle Gastgeber • Der beste Preis? • Die besten Bedingungen? • Daten schon gespeichert • Schnelle und intuitive Buchung
  19. 19. 19 CUSTOMER JOURNEY DES GASTES Die „Reise des Gastes“ in 5 Phasen. 1. Reise- inspiration 2. Informations- suche 3. Buchung 5. Reise- reflektion 4. Reise- durchführung
  20. 20. 20 KOMOOT DIE MEISTGENUTZTE OUTDOOR APP
  21. 21. 21 Die Outdoor App: • Meiste Downloads • 1058 Wanderungen • 755 MTB-Touren • Community • Tourenplanung und Navigation • Tracking und Statistiken
  22. 22. 22 CUSTOMER JOURNEY DES GASTES Die „Reise des Gastes“ in 5 Phasen. 1. Reise- inspiration 2. Informations- suche 3. Buchung 4. Reise- durchführung 5. Reise- reflektion
  23. 23. 23 BEWERTUNGEN BEWERTET WIRD ÜBERALL
  24. 24. 24
  25. 25. 25 KATHRIN HATTE EINEN TOLLEN URLAUB IM SCHWARZWALD
  26. 26. 26 WOHER STAMMEN DIE DATEN? Nutzerdaten: Gäste, Einheimische, Influencer, Unternehmen Nutzerdaten: Local Guides, Bewertungen Unternehmens- daten: Google My Business Websites (Strukturierte Daten) Nutzerdaten: Gäste Unternehmens- daten Leistungsträger Nutzerdaten: Gäste, Einheimische, Unternehmens- daten: Leistungsträger (Unterkünfte)
  27. 27. 27 WO SIND DIE OFFIZIELLEN DATEN DER DESTINATION?
  28. 28. 28
  29. 29. 29 ERREICHEN WIR DEN GAST NOCH MIT REDAKTIONELLEN INHALTEN? BRAUCHT ES NOCH EINE OFFIZIELLE DESTINATIONS-WEBSITE?
  30. 30. 30 ZUKUNFT: DIGITALE ASSISTENTEN ALEXA & CO IN ALLEN LEBENSBEREICHEN
  31. 31. 31 WIE KÖNNEN WIR DAS BILD DES GASTES TROTZDEM BEEINFLUSSEN?
  32. 32. Operativ Kurz-/Mittelfristig 32
  33. 33. 33 ÜBER DIE EIGENEN KANÄLE HINAUSDENKEN. GEFUNDEN WIRD, WER SPUREN HINTERLÄSST. EGAL WO.
  34. 34. 34 AUFGABEN DER DMO DA SEIN WO DER GAST IST Eigenen Content einstellen Content-Monitoring Kuratierung & Aufbereitung Sammlung (Nutzer Motivieren)
  35. 35. 35 BEISPIEL HOCHSCHWARZWALD #MEINHOCHSCHWARZWALD
  36. 36. 36 BEISPIEL HOCHSCHWARZWALD #MEINHOCHSCHWARZWALD
  37. 37. 37 OPEN DATA: ÖFFNET DIE DATEN EIGENE INHALTE AUCH ANDEREN ZUR VERFÜGUNG STELLEN.
  38. 38. 38
  39. 39. 39 STRUKTURIERTE DATEN AUF STUFE 4: GEMEINSAMER STANDARD…
  40. 40. 40 WIRD DAS AUSREICHEN UM DIE KONTROLLE ÜBER DIE KOMMUNIKATION ZURÜCKZUGEWINNEN?
  41. 41. Strategisch Mittel-/Langfristig 41
  42. 42. 42 PRODUKTE MÜSSSEN FÜR SICH SELBST SPRECHEN
  43. 43. 43 BEISPIEL FÜR GELUNGENE PRDUKT- ENTWICKLUNG BIKE REPUBLIC SÖLDEN
  44. 44. 44 EROBERT DIE BIKEWELT IM STURM ÜBERALL WIRD DARÜBER GEREDET
  45. 45. 45 Strategische Produktentwicklung und Markenaufbau sind Kernaufgaben der DMO
  46. 46. 46 TOURISMUSZUKUNFT RINGMODELL
  47. 47. 47 1. Das Bild des Gastes ist digital
  48. 48. 48 2. Es wird immer schwieriger den Gast mit klassischem Marketing zu erreichen
  49. 49. 49 3. Mehr denn je ist die Produktqualität entscheidend.
  50. 50. 50 HERZLICHEN DANK! Martin Birchmeier Tourismuszukunft

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