Presentation by Seismonaut at the E-Tourism East Africa conference Sept 2-3rd 2010 in Nairobi

1. RETHINKING
MARKETING
WITH SOCIAL
MEDIA
Join the online conversation
MARIA SCHWARZ, SEISMONAUT
CONFERENCE 2. SEPTEMBER 2010

2. MARIA
SCHWARZ

3. STRUCTURE
- INTRODUCTION TO SEISMONAUT
- WHY SOCIAL MEDIA?
- CASE: 48 HOURS IN DENMARK
- 9 GUIDELINES TO SOCIAL MEDIA

4. Se
ism
on
au
t

5. Se
ism
on
au
t
This is where I work
HUSK BILLEDE

6. SEISMONAUT IS
A STRATEGIC
INNOVATION CONSULTANCY
BASED IN DENMARK

7. WE DELIVER DIGITAL
STRATEGIES FOR CLIENTS
WITHIN THE TOURISM
INDUSTRY

8. WE WORK WITH
DESTINATION MARKETING
ORGANISATIONS, HOTELS
AND ATTRACTIONS

9. map create shape build

10. map create shape build
map create shape

11. GOING INTO
THE FIELD
hat’s
m e
T

12. map map
create create
shape shape
build build
map create shape

13. map map
create create
shape shape
build build
create shape build

14. map create shape build
create shape build

15. map create shape build

16. DIGITAL
BUSINESS
DEVELOPMENT

17. DIGITAL
CONCEPT
DEVELOPMENT

18. DIGITAL
COMPETENCY
DEVELOPMENT

20. RETHINK
YOUR TOURISM
MARKETING

22. WHERE DO PEOPLE
FIND THEIR INFORMATION
WHEN PLANNING
FOR A HOLIDAY?

23. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85
FAMILY INFORMATION FOUND ONLINE
OTHER 15,90 15,00 24,00 15,60 17,63
USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93
BLOGS, COMMUNITIES THE HOTEL OR
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78

24. MORE THAN75%
OF ALL WEB SEARCHES
IN EUROPE ARE DONE
THROUGH

25. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85
FAMILY INFORMATION FOUND ONLINE
OTHER 15,90 15,00 24,00 15,60 17,63
USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93
BLOGS, COMMUNITIES THE HOTEL OR
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78

26. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85
FAMILY INFORMATION FOUND ONLINE
OTHER 15,90 15,00 24,00 15,60 17,63
USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93
BLOGS, COMMUNITIES THE HOTEL OR
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78

27. BETWEEN 60-70%
OF MARKETING
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
BUDGETSFROM FRIENDS AND
IN
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
DENMARK ARE
RECOMMENDATIONS
FAMILY INFORMATION FOUND ONLINE
OTHER
24,20
15,90
20,10
15,00
20,00
24,00
23,10
15,60
21,85
17,63
STILL BEING SPENT
USER GENERATED CONTENT - REVIEW SITES,
BLOGS, COMMUNITIES THE HOTEL OR
20,80 13,00 18,90 7,00 14,93
HERE
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78

28. WHERE AND
HOW DO YOU PLAN
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
TO SPEND YOUR AND
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
MARKETING
RECOMMENDATIONS FROM FRIENDS
FAMILY INFORMATION FOUND ONLINE
OTHER
24,20
15,90
20,10
15,00
20,00
24,00
23,10
15,60
21,85
17,63
BUDGETS IN
USER GENERATED CONTENT - REVIEW SITES,
BLOGS, COMMUNITIES THE HOTEL OR
20,80 13,00 18,90 7,00 14,93
2011?
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78

29. MY TRIP TO NAIROBI

30. Before During After
MY TRIP TO NAIROBI

31. BEFORE

32. DURING

33. hotel - flight - ...
DURING

34. DURING

35. DURING

36. AFTER

37. SOMETHING HAS CHANGED

38. THE DIGITAL TRAVELLERS
HAS ARRIVED

39. AND IT CHALLENGES OUR
USUAL WAYS OF THINKING

40. GONE ARE THE PASSIVE OBSERVERS
WHO WE COULD APPROACH

41. WITH OUR TRADITIONAL
BROADCAST MENTALITY

42. THE INTERNET IS THE FOREMOST
INFLUENCE ON THE CONSUMER’S
DECISION PROCESS

43. AND ONLINE TRAVELLERS DECIDE ON
WHERE TO SPEND THEIR VACATION
USING SOCIAL MEDIA

46. WORDPRESS

47. TWITTER

48. FACEBOOK

49. SEEDING THE STORY

50. BLOGGERS RESPOND

51. BLOGGERS RESPOND

52. BLOGGERS RESPOND

53. TRENDWATCHING SITES

54. EVEN NEWSPAPERS FINALLY
PRINTED THE STORY

55. APPLICATIONS

56. http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded
APPLICATIONS

57. ONLINE VOTING

58. THREE WINNERS

59. DOCUMENTING THEIR TRIP

60. DOCUMENTING THEIR TRIP

61. DOCUMENTING THEIR TRIP

62. THE
MOTIVATION
HOW CAN YOU MOTIVATE YOUR
COSTUMERS TO

63. PARTICIPATE AND ENGAGE
THEAGE.COM.AU

64. Th
is
sii
mp
ort
an
t
NO SIZE FITS ALL ANYBODY

65. 1

66. LISTEN TO THE ONLINE
CONVERSATION
MONITOR YOUR BRAND AND FIND
OUT WHAT PEOPLE SAY

67. ONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SA
MONITOR YOUR BRAND AND FIND OUT
WHAT PEOPLE SAY

68. MONITOR YOUR BRAND AND FIND OUT
WHAT PEOPLE SAY

69. MONITOR YOUR BRAND AND FIND OUT
WHAT PEOPLE SAY

70. 2

71. FIND YOUR TARGET
AUDIENCE

72. • billede af netnografi...
WHERE ARE THEY, WHAT ARE THEIR
LIKES AND DISLIKES AND WHAT DO
THEY WANT FROM YOU

73. 3

74. PROMOTE
YOU MUST PROMOTE YOUR
SERVICES THROUGH RELEVANT
ONLINE CHANNELS

75. DON’T MASS BOMB.
AIM FOR THE NICHE

76. CHOOSE THE RELEVANT ONLINE
CHANNELS

77. 4

78. CREATE &
DISTRIBUTE
CONTENT
CONTENT IS KING. YOU MUST BE
ABLE TO USE TOOLS LIKE
WORDPRESS, TUMBLR, YOUTUBE

79. HVAD KRÆVER
+
+ +
SHOW ME. DON’T TELL ME

80. HVAD KRÆVER
+
+ +
$0
$250 $0
(you probably have one
allready :)

81. SHOW ME. DON’T TELL ME

82. 5

83. INVOLVE AND
ENGAGE
COMMENT AND DISCUSS
TOPICS OF RELEVANCE FOR
YOUR BUSINESS

84. DON’T BE TOO TECHNICAL
BE PERSONAL
MOTIVATE CO-CREATION
REMIND PEOPLE

85. 500 DEVOTED FANS ARE BETTER
THAN 5000 WHO DON’T CARE
nt
rta
po
im
is
QUALITY TRUMPHS QUANTITY
is
Th

86. 6

87. STOP TRYING
TO SELL

88. SURE, THE ULTIMATE GOAL IS TO SELL, BUT
YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE
CONSTANTLY PUSHING OUT YOUR PRODUCTS.

89. 7

90. BE HONEST
YOUR FRIENDS AND
FOLLOWERS EXPECT YOU TO BE
100% HONEST WITH THEM

92. CHOICEHOTELS.COM

93. TRIPADVISOR.COM

94. CHOICEHOTELS.COM
“Comfort Hotel Østerport is a
hotel full of atmosphere and
only a few years ago totally
renovated, so today it appears
in a fresh and modern style.”

96. GONE ARE THE DAYS WHEN WE
COULD CHEAT IN BROCHURES

97. OR DRESS UP OUR HOTEL ROOM
TO LOOK ALL GOOD

98. OR CHEAT WITH THE LOCATION

99. OR EVEN THE DINNER BUFFET

100. JUST BE HONEST
OR EVEN THE DINNER BUFFET

101. 8

102. RUN SOME
TEST PROJECTS
GIVE YOUR IDEAS A TRY AND
SEE IF THEY WORK IN REAL LIFE

103. DANISH OPEN AIR MUSEUM

104. 100%
90%
80%
70%
60%
50%
40%
30%
20%
13-18 10%
19-25
26-35 0%
36-45
Age groups 46-65
FACEBOOK IN DENMARK

105. DANISH OPEN AIR MUSEUM

106. TWO HOURS TO SET UP

107. 5 HOUR TEST PERIOD

108. 100 TEST PERSONS

109. 100 FACEBOOK AMBASSADORS

110. WITH 100 FRIENDS EACH

111. REACHING 10.000 POTENTIAL
VISITORS

112. 9

113. PRIORITISE AND
INVEST TIME

114. SOCIAL MEDIA TAKES TIME

115. WHO?
SOMEONE WHO UNDERSTAND TECHNOLOGY
AS WELL AS PEOPLE

116. RETHINK
YOU TOURISM
MARKETING

117. OS UM UP
T
UNDERSTANDING PEOPLE IS JUST AS IMPORTANT
AS UNDERSTANDING THE TECHNOLOGY
THINK ABOUT THE WHOLE EXPERIENCE
BEFORE - DURING - AFTER
PUT ASIDE TIME AS WELL AS MONEY IN THE
MARKETING BUDGET FOR SOCIAL MEDIA

118. THANK YOU
MARIA@SEISMONAUT.COM