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Online PR in Travel & Tourism.
„Putting the Public back into PR“ – Strategy & Tactics for Tourism Industry.
Martin Schobert at Opintomatka Itävalta of Lahti University, 5. 4. 2011.

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How to ....
... design digital
relations to the
public in travel &
tourism?

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A powerful global Conversation
has begun ...

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A powerful global Conversation has
begun ... – more than 10 years ago!
95 Theses
1. Markets are Conversations.
2. Markets consist of human beings, not
demographic sectors.
3. Conversations among human beings
sound human. They are conducted in
a human voice.
4. ...

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PR 2.0 = real human beings speak in a
human voice on the behalf of corporations

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our home page isn’t
just coke.com, it
is google.com
Source: US Travelcom-Expo, Feb 2010, Dallas USA
Classified - Internal use
Outside the Industry Innovator of the Year Award: The Coca-Cola Company, Kari Bjorhus,

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and today, I’d say…
our home page isn’t just
coke.com, it is
google.com and
hyves.nl and
twitter.com and
youtube.com and
facebook.com and
studiVZ.net
Source: US Travelcom-Expo, Feb 2010, Dallas USA - The Coca-Cola Company, Kari Bjorhus
Classified - Internal use
http://www.slideshare.net/travelcom/outside-the-industry-innovator-of-the-year-award-the-cocacola-company-kari-bjorhus

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We re-tweet
the best of
your tweets

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„Our people glue community together“

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Something changed in PR ...
... but what did change?

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Public Relations 1.0
PR-
Editing
Visiting
Media-
Editorial
Release.
Depart.
Fam- Media-
Trips Confer.
Journalists
Personal
Relation Pictures
Media-
Service

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Public Relations 1.0 – The Process
Press- & Media Services (+ PR Webpage)
Presse-Release Media-Support
Journalists
Massmedia &
Specials
Target Groups
Modified from: Lommatzsch 2008, Der Social Media Release

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PR in Travel & Tourism - Today
Press- & Media Services / Digital Newsroom
Suchmaschinen RSS, PR-Newsroom Media Support
Journalists Bloggers Multipliers
Mass-, Special-
& Online Media
People
Social Media in Travel & Tourism
Modified from: Lommatzsch 2008, Der Social Media Release

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PR in Travel & Tourism - Today
Press- & Media Services / Digital Newsroom
Search-Engines RSS, PR-Newsroom Media Support
Journalists Bloggers Multipliers
Mass-, Special-
& Online Media
People
Social Media in Travel & Tourism
Modified from: Lommatzsch 2008, Der Social Media Release

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Traditional PR Online PR
 Age: 100 years  Age: < 5 years
 Format: story  Format: multimedia
 Searchable: no  Searchable: yes
 Trackable: placements  Trackable: variable
 Lifespan: usually short  Lifespan: infinite bounce

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What is Online PR / PR 2.0?
“Communicating over
the web and using new
technology to effectively
communicate with
stakeholders”
Source: CIPR, UK

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Social Media Newsroom. Solution?

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Your PR Toolbox Yesterday ...
Surveys
Photography TV interviews
Press releases Competitions VNR
Press trips Radio interviews
Media relations
Stunts
Advertorials
Audio features
Investor relations
White papers
Stunts Guerrilla activity
Newsletters
Internal communications
Brand publications
Interviews Reputation Events Stakeholder relations
Conferences
Management
Brand ambassador activity Crisis Management
Press briefings
Product launches
Source: http://www.slideshare.net/renaissancechambara/090326-online-pr

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... Has Got Even Bigger ...
Infographics Online surveytorials
Search Engine Optimised Releases Surveys
Online monitoring Online surveys
Press release distribution Webcasts
Online media centres Photography TV interviews
Press releases Competitions Tagged photography VNR Skypecasts
Social media releases Online media relations Webchats
Press trips Radio interviews
Media relations
Stunts Podcasts/Vodcasts Internet radio
Blogger relations Advertorials Mashups
Audio features
Investor relations Virtual World events
White papers
Stunts Guerrilla activity RSS feeds Microblogs
Folksonomies Viral
Widgets
Newsletters
Social network APIs Search Engine Optimised brand
Internal communications Online publications
Reputation Brand publications
Internal blogs
WIKI’s Management
Corporate/Brand blogs
Interviews Reputation Events Stakeholder relations
Forums/Boards/Comments Conferences
Management
Brand ambassador activity Crisis Management Stakeholder mapping
Social Tagging Social Search Press briefings Product launches Crowdsourcing
Social Bookmarking Social Networking Social Networking events
Source: http://www.slideshare.net/renaissancechambara/090326-online-pr

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Engage. Online PR.
# Seven Steps ...
... to Meaningful
Relations with Public.

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#first. The Strategy.
Define where you want to be!

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One Objective. Three ways to go.
Strategy 1 Listen
Today Strategy 2 Talk 2012
Strategy 3 Support
This is what
we people
want to talk
about us

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More Stakeholders to Connect ...
Visitors
Partners New Media
(Travel- & (Journalists,
Marketing) Bloggers ...)
Tourism Industry

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#second. Listen.

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#second. Listen.
Different Monitoring-Strategies.

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#second. Listen.
Different Monitoring-Strategies.
 Define „What for?“ + „Who?“
 Free Tools – Do It Yourself!
 Social Monitoring Specialists
 Web Monitoring Tools
 Web Analytics Tools
 Brand & Reputation Tools
 Import
Collected Data to
Own Dashboard (Excel)

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Monitoring Tools?
Reputation Tools in Europe
(Master-Theses Sep. 2010, German Language)
http://www.scribd.com/doc/37758351/Instrumente-des-Social-Media-Monitoring
Interaction:
http://www.radian6.com/
http://www.nielsen-online.com/
products_buzz.jsp?
section=pro_buzz
Cost efficient, reduced
complexity and semantic:
http://www.systemone.net/en/
products/radar
Monitoring Brand & Reviews:
http://www.trustyou.com/
http://www.circos.com/
http://www.reviewpro.com/

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#third. Talk.
Interact with relevant Stakeholder.

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Oh sorry. This is Talking to the Public.

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Talk. With Pictures.
10.000 views 300 UG Photos /1 year.
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Source: Kristin Geruschke, Manager CRM/eCommerce TUI
Cruises, EyeForTravel Summit 2010, Prague

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Enabling Talks about your Brand.

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Unplanned Talks. Use Chances!
Source: http://twitpic.com/1hjhmv

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#fourth. Support – the new Marketing.

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Support Makes Promotion Useful.
"Adding these chicagospecific
badges encourages users to
try out new businesses and
promote lesser-known
landmarks."

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Support Makes Promotion Useful.

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Support is „Experience“-PR.

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#fifth. Tactics.
Using the Tools our Guests are Using.
Travel 2.0 – Listen Talk Support
Matrix - WHAT
Guest Ratings & Blogs
Reviews Wikis
Media (Blogger, Videos
Journalists ...)
APPs & Mobile
Partner (Travel) Communities & Social
Networks
Tourism Industry
(Hospitality,
Leisure Corpor.)

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#sixth. The Secret Story of Success.
 A Good Story can be Told Easily
 Decide for Quality.
 Act Courageously
 Do not Undervalue Customers.
 Clarity and Reduction.
 Be Human. And Talk. In Stories.

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#seventh. Measure.
100 Ways to Measure Social Media
Source: David Berkowitz http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-
media-.html#axzz0x0o6OzSM

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You are a great audiance!
www.tourismusdesign.com T +43 676 77 14 007
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