Modul University: Social Web - The Austrian Way


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Short Presentation about 5 important key factors of online communication out of the view of the Austrian National Tourist Office including examples of Social Media Activities of the Austrian Travel Organisations.

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  • Coverfoto: optimal ein Sujet mit Joe & Sally oder passendes zum Vortrag Wenn mit Ticket, dann kein Logo rechts unten wegnehmen (siehe Folie Nr.15) roter Strich : 1 1/2 Punkt Rot 2.Headline: nicht zwingend / Schriftgröße 24 Punkt / HelveticaCond kursiv / Rot Text: Österreich Werbung / Bereich / Name der/des Vortragenden Schriftgröße 16 Punkt / Helvetica Cond / Schwarz ev. Ergänzung: Datum und/oder Anlass des Vortrages
  • Modul University: Social Web - The Austrian Way

    1. 1. Mag. Martin Schobert, Head of Research & Development, Austrian National Tourist Office   MODUL University Vienna, Department of Tourism and Hospitality Management 2009, January 20th web 2.0 social web – the austrian way …
    2. 2. 5 thesis of travel 2.0 <ul><li>customer orientation – and the role of communities </li></ul><ul><li>online identity – blogging, a dialogue with the customer </li></ul><ul><li>use the long tail – be part of the scene </li></ul><ul><li>create a „web of data“ – content- and data-aggregation </li></ul><ul><li>(re)combine than reinvent the wheel – </li></ul><ul><li>or: „new spokespersons of tourism“ </li></ul>ANTO online communication strategy focuses on 5 relevant developments at the social web.
    3. 3. absolutely customer oriented
    4. 4. change in destination travel marketing <ul><li>considering the abundance of products , it needs increasing selection </li></ul><ul><li>users want orientation </li></ul><ul><li>competent users, better range of choices </li></ul><ul><li>better technologies, easier cost-benefit comparison </li></ul>supply oriented demand oriented Usability, findability, accessability and - in special - the content itself (utility) has to follow customers needs. Advertising textes, marketing-phrases and „broad variety“ of a destination‘s travel offers are boring and distracting. this means: absolute concentration on the customers needs
    5. 5. Read Buy Publish Trade 1994 2003 Talk 2006 77M 1000M 500M Users information comunication networks 1998 2000 400M 3 phases of the web Relate? 2009+
    6. 6. <ul><li>Phänomen Myspace </li></ul><ul><li>Craigslist </li></ul><ul><li>Etc. </li></ul>4th USA February 2008
    7. 7. austrian travel community <ul><li> </li></ul><ul><li>question: Is austria large enough for a social web travel community? </li></ul><ul><li>answer: ? </li></ul><ul><li>current members < 468 </li></ul><ul><li>3 further „austrian“ travel communities… </li></ul><ul><li> </li></ul><ul><li>2. question: What is the benefit for the user ? </li></ul>
    8. 8. cooperations with existing networks <ul><li> </li></ul><ul><li>culinary-network </li></ul><ul><li>content-cooperation </li></ul><ul><li>70.000 Uniques/month </li></ul><ul><li>> 3.500 Mitglieder </li></ul><ul><li>Goal: integration of travelling as a third focus additionally to drinking & eating content </li></ul>
    9. 9. new ideas in existing networks. <ul><li>„ Fan“-group in Facebook: </li></ul><ul><li>200.000 new users/day! </li></ul><ul><li>No. Member at 11.11.07: </li></ul><ul><li>USA: 21.371.920 Kanada: 7.857.540 GB: 7.362.380 Australien: 1.902.120 Türkei: 1.247.360 </li></ul><ul><li>Austria-Fanpage (45 members) </li></ul><ul><li>Tyrol-Fanpage </li></ul><ul><li>Swiss-Fanpage </li></ul><ul><li>… </li></ul>
    10. 10. destination brands need online identity
    11. 13. Loveable and Linkable
    12. 15. destination‘s identity: the people <ul><li>www. </li></ul><ul><li>2 residents blog about hot-spots of carinthia </li></ul><ul><li>since spring 2007 </li></ul><ul><li>NEW: </li></ul><ul><li>NEW: </li></ul><ul><li>NEW: </li></ul><ul><li>intersport-oberoesterreich. </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    13. 16. blog-posts of people who live there <ul><li>www. </li></ul><ul><li>goal: communicate the topics which are relevant for tourists and inhabitants </li></ul><ul><li>since summer 2007 </li></ul><ul><li>also „hot“: </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    14. 17. authentic storytelling as destination <ul><li>www. </li></ul><ul><li>goal: authentic storytelling: to show the specialities people like, who are living there and to promote their recommandations </li></ul><ul><li>since may 2008 </li></ul>
    15. 18. B2B-identity via corporate blogs … <ul><li> </li></ul><ul><li>R&D-employees blogging </li></ul><ul><li>goal knowledge-transfer </li></ul><ul><li>goal to get into a dialogue with austrian corporates </li></ul><ul><li>since january 2008 </li></ul>
    16. 19. use the „ long tail“
    17. 20. <ul><li>Quelle: </li></ul>
    18. 21. best of - concept <ul><li>too much travel offers on the web </li></ul><ul><li>provide orientation for the user: point out specific „best of“-products </li></ul><ul><li>pressure for specialisation increases </li></ul><ul><li>all offers are available „long tail“ –but display only the best </li></ul><ul><li>new b2c-project throughout austria: download of digital brochures/folders </li></ul>best of long tail supply
    19. 22. ANTO – blog: we are the experts ... <ul><li> </li></ul><ul><li>corporate blog in german </li></ul><ul><li>ANTO employees blog about culinary travelling & hot-spots in austria </li></ul><ul><li>„ experts“ as host-blogger </li></ul><ul><li>start in january 2007 </li></ul><ul><li>currently average usage / month: 7.000 visitors </li></ul>
    20. 23. blogger as communicator <ul><li> </li></ul><ul><li>US Wineblog with high authority in technorati </li></ul><ul><li>ANTO New York organized a best of - traveltour through different wine-regions in austria </li></ul>
    21. 24. PR at audio & video podcasts <ul><li> </li></ul><ul><li>podcast-website of travel destination and cities </li></ul><ul><li>Elyse Weiner is an Emmy-winner and sells (!) the podcast for US-$ 14,95 per download </li></ul><ul><li>Vienna, Salzburg, Innsbruck, Graz, …. </li></ul>
    22. 25. blogger on a „press-trip“ <ul><li>http://www.austriandiary. </li></ul><ul><li> </li></ul><ul><li>Leslie Woit, travel – journalist GB </li></ul><ul><li>summer 2007: farmer in a mountain-cove at Maria Alm / Salzburg. She blogged about her adventure with a cowherd of 18 milking cows </li></ul><ul><li>Stories about the „au pair of a cowherd-blog“ in „easier travel“ & „the guardian“ </li></ul>
    23. 26. create a „ web of data“
    24. 28.
    25. 29.
    26. 30. Relaunch B2C-country-portal <ul><li> </li></ul><ul><li>40 pages, 26 languages </li></ul><ul><li>Launch of an „Open Tourism Information Portal“ (spring 2009): </li></ul><ul><li>open portal acting as a mash-up of existing content, which is relevant for the customer and leads him directly to the problem-solving (mostly at the site of the third party) </li></ul><ul><li>no user-generated-content platform – we aggregate them … </li></ul><ul><li>but integrate web 2.0 – elements (widgets, yahoo answer, tag-cloud, google map like, recommendations, …) </li></ul><ul><li>meta-search engine </li></ul>… under construction …
    27. 31. (re)combine then reinvent the wheel
    28. 34. launch of tourism-groups in networks <ul><li> </li></ul><ul><li>XING (former openBC) </li></ul><ul><li>Social Business Network </li></ul><ul><li>2,490.000 User (1/2008) </li></ul><ul><li>goals business networking and a dialogue between tourism organisations </li></ul><ul><li>start in june 2008 </li></ul>
    29. 35. new spokespersons of tourism <ul><li>using groups in existing networks for conversations, f.e. Studi VZ - student network </li></ul><ul><li>” Bad Kleinkirchheim february 08 – we came, ate, drank – perfect!” </li></ul><ul><li>“ Bad Kleinkirchheim – St. Oswald - Do spült die Musi” (austrian dialect – there is the hot-spot) </li></ul><ul><li>“ hot springs - spa Römerbad Bad Kleinkirchheim – we need it!” </li></ul>
    30. 36. talk about us - offside our sites <ul><li>Important: monitoring of relevant content in conversations about destinations at the web </li></ul>
    31. 37. new producers destination images
    32. 38. we trust the new spokespersons No. of entries in written about Bad Kleinkirchheim
    33. 39. Where to go … ? <ul><li>social web guideline for ANTO market offices and their online-activities </li></ul><ul><li>developing social software for intranet-use to communicate best practices (intranet-blog, ANTO-wiki, ANTO-bookmarking …) </li></ul><ul><li>we communicate and share our knowledge to the austrian travel industry (b2b-blog, xing-group, publish presentations on slideshare, ANTO …) </li></ul>