Puttingthe Public back into PR in Travel & Tourism<br />eBusinessAcademy, European Travel Commission<br />Belgrade, 22. Oc...
2<br />
3<br />
How to ....... design digital relations to thepublic in travel & tourism?<br />4<br />
A powerful global Conversationhas begun ...<br />5<br />
A powerful global Conversation has begun ... – morethan 10 yearsago!<br />6<br />95 Theses<br />Markets areConversations.<...
PR 2.0 = real human beingsspeak in a human voice on the behalf of corporations<br />7<br />
8<br />
9<br />Were-tweetthe best of yourtweets<br />
„Ourpeoplegluecommunitytogether“<br />10<br />
Classified - Internal use<br />our home page isn’t just coke.com, it is google.com<br />Source: US Travelcom-Expo, Feb 201...
Classified - Internal use<br />and today, I’d say…<br />our home page isn’t just coke.com, it is google.comand hyves.nland...
Public Relations 1.0<br />Journalists<br />
Public Relations 1.0 – TheProcess<br />Press- & Media Services (+ PR Webpage)<br />Media-Support<br />Presse-Release<br />...
PR in Travel & Tourism - Today<br />Press- & Media Services / Online Newsroom<br />Suchmaschinen<br />RSS, PR-Newsroom<br ...
New Processes. PR 2.0 in tourism<br />Press- & Media-Services / Digital Newsroom<br />Search-Engines<br />RSS, PR-Newsroom...
Whatis Online PR / PR 2.0?<br />17<br />“Communicating over the web and using new technology to effectively communicate wi...
Traditionalvs   Online PR	<br /><ul><li>Age: 100 years
Format: story
Searchable: no
Trackable: placements
Lifespan: usually short
Age: < 5 years
Format: multimedia
Searchable: yes
Trackable: variable
Lifespan: infinite bounce</li></li></ul><li>Social Media Newsroom. Solution?<br />
Engagement.In Five Steps ...... to Engage in Meaningful Relations withthe Public.<br />20<br />
First. TheStrategy.Definewhereyouwant to be!<br />21<br />
More Stakeholders to Connect ...<br />22<br />Visitors<br /> New Media (Journalists, Bloggers ...)<br />Partners<br />(Tra...
One Objective. Threeways to go.<br />23<br />Strategy 1 Listen<br />2012<br />Today<br />Strategy 2 Talk<br />Strategy 3 S...
Tool: Travel 2.0 MatrixFix Online PRActivities and Ressources.<br />24<br />What do wewantto do?<br />
Travel 2.0 MatrixFix Online PR Goals and Ressources.<br />25<br />Whoisresponsible? PR-Team, Online-Team, PR-Agency ...<br />
Listen to yourBrand.Different Monitoring-Strategies.<br />26<br /><ul><li>Define„Whatfor?“ + „Who?“
FreeTools – Do It Yourself!
SocialMonitoringSpecialists
Web Monitoring Tools
Web Analytics Tools
Brand & Reputation Tools
Import Collected Data to OwnDashboard (Excel)</li></li></ul><li>Monitoring Tools I am using.<br />27<br />Interaction:    ...
Talk.Interactwith relevant Stakeholder.<br />28<br />
Oh – sorry.ThisisTalking to the Public<br />29<br />
Talk. With Pictures. 10.000 views 300 UG Photos /1 year.<br />30<br />Source: Kristin Geruschke, Manager  CRM/eCommerce TU...
Enabling Talks aboutyour Brand.<br />31<br />
UnplannedTalks. UseChances!<br />32<br />Source: http://twitpic.com/1hjhmv<br />
Support istheNew Marketing.<br />33<br />
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Putting the public back into public relations

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Best Practices and 5 Steps "How to Use Online-PR in Travel & Tourism" and build up relations with new multipliers in the Travel- & Tourism-Business. Presentation at eBusiness Academy of European Travel Commission in Belgrade, 2010.

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Putting the public back into public relations

  1. 1. Puttingthe Public back into PR in Travel & Tourism<br />eBusinessAcademy, European Travel Commission<br />Belgrade, 22. October 2010<br />
  2. 2. 2<br />
  3. 3. 3<br />
  4. 4. How to ....... design digital relations to thepublic in travel & tourism?<br />4<br />
  5. 5. A powerful global Conversationhas begun ...<br />5<br />
  6. 6. A powerful global Conversation has begun ... – morethan 10 yearsago!<br />6<br />95 Theses<br />Markets areConversations.<br />Markets consist of human beings, notdemographicsectors.<br />Conversationsamong human beingssound human. Theyareconducted in a human voice. <br />...<br />
  7. 7. PR 2.0 = real human beingsspeak in a human voice on the behalf of corporations<br />7<br />
  8. 8. 8<br />
  9. 9. 9<br />Were-tweetthe best of yourtweets<br />
  10. 10. „Ourpeoplegluecommunitytogether“<br />10<br />
  11. 11. Classified - Internal use<br />our home page isn’t just coke.com, it is google.com<br />Source: US Travelcom-Expo, Feb 2010, Dallas USA<br />Outsidethe Industry Innovator of theYearAward: The Coca-Cola Company, KariBjorhus, <br />
  12. 12. Classified - Internal use<br />and today, I’d say…<br />our home page isn’t just coke.com, it is google.comand hyves.nland twitter.comand youtube.comand facebook.comand studiVZ.net<br />Source: US Travelcom-Expo, Feb 2010, Dallas USA - The Coca-Cola Company, KariBjorhus<br />http://www.slideshare.net/travelcom/outside-the-industry-innovator-of-the-year-award-the-cocacola-company-kari-bjorhus<br />
  13. 13. Public Relations 1.0<br />Journalists<br />
  14. 14. Public Relations 1.0 – TheProcess<br />Press- & Media Services (+ PR Webpage)<br />Media-Support<br />Presse-Release<br />Journalists<br />Massmedia & Specials<br />Target Groups<br />Modified from: Lommatzsch 2008, Der Social Media Release<br />
  15. 15. PR in Travel & Tourism - Today<br />Press- & Media Services / Online Newsroom<br />Suchmaschinen<br />RSS, PR-Newsroom<br />Media Support<br />JournalistsBlogger Multiplikatoren<br />Fach-, Massen- & Onlinemedien<br />Ziel- und Bezugsgruppen<br />Social Media im Tourismus<br />Modified from: Lommatzsch 2008, Der Social Media Release<br />
  16. 16. New Processes. PR 2.0 in tourism<br />Press- & Media-Services / Digital Newsroom<br />Search-Engines<br />RSS, PR-Newsroom<br />Media-Support<br />JournalistsBloggers Multipliers<br />Mass-, Special- & Online Media<br />People<br />Social Media in Travel & Tourism<br />Modified from: Lommatzsch 2008, Der Social Media Release<br />
  17. 17. Whatis Online PR / PR 2.0?<br />17<br />“Communicating over the web and using new technology to effectively communicate with stakeholders”<br />Source: CIPR<br />
  18. 18. Traditionalvs Online PR <br /><ul><li>Age: 100 years
  19. 19. Format: story
  20. 20. Searchable: no
  21. 21. Trackable: placements
  22. 22. Lifespan: usually short
  23. 23. Age: < 5 years
  24. 24. Format: multimedia
  25. 25. Searchable: yes
  26. 26. Trackable: variable
  27. 27. Lifespan: infinite bounce</li></li></ul><li>Social Media Newsroom. Solution?<br />
  28. 28. Engagement.In Five Steps ...... to Engage in Meaningful Relations withthe Public.<br />20<br />
  29. 29. First. TheStrategy.Definewhereyouwant to be!<br />21<br />
  30. 30. More Stakeholders to Connect ...<br />22<br />Visitors<br /> New Media (Journalists, Bloggers ...)<br />Partners<br />(Travel- &<br />Marketing)<br />Tourism Industry<br />
  31. 31. One Objective. Threeways to go.<br />23<br />Strategy 1 Listen<br />2012<br />Today<br />Strategy 2 Talk<br />Strategy 3 Support<br />Thisiswhatwepeoplewant to talkaboutus<br />
  32. 32. Tool: Travel 2.0 MatrixFix Online PRActivities and Ressources.<br />24<br />What do wewantto do?<br />
  33. 33. Travel 2.0 MatrixFix Online PR Goals and Ressources.<br />25<br />Whoisresponsible? PR-Team, Online-Team, PR-Agency ...<br />
  34. 34. Listen to yourBrand.Different Monitoring-Strategies.<br />26<br /><ul><li>Define„Whatfor?“ + „Who?“
  35. 35. FreeTools – Do It Yourself!
  36. 36. SocialMonitoringSpecialists
  37. 37. Web Monitoring Tools
  38. 38. Web Analytics Tools
  39. 39. Brand & Reputation Tools
  40. 40. Import Collected Data to OwnDashboard (Excel)</li></li></ul><li>Monitoring Tools I am using.<br />27<br />Interaction: http://www.radian6.com/ http://www.nielsen-online.com/products_buzz.jsp?section=pro_buzz<br />costefficient, reducedcomplexity and semanticapproach: http://www.systemone.net/en/products/radar<br />Monitoring Brand & Reviews: http://www.trustyou.com/ http://www.circos.com/ http://www.reviewpro.com/<br />Reputation Tools in Europe<br />(Master-Theses Sep. 2010, German Lang.)<br />http://www.scribd.com/doc/37758351/Instrumente-des-Social-Media-Monitoring<br />
  41. 41. Talk.Interactwith relevant Stakeholder.<br />28<br />
  42. 42. Oh – sorry.ThisisTalking to the Public<br />29<br />
  43. 43. Talk. With Pictures. 10.000 views 300 UG Photos /1 year.<br />30<br />Source: Kristin Geruschke, Manager CRM/eCommerce TUI Cruises, EyeForTravelSummit 2010, Prague<br />
  44. 44. Enabling Talks aboutyour Brand.<br />31<br />
  45. 45. UnplannedTalks. UseChances!<br />32<br />Source: http://twitpic.com/1hjhmv<br />
  46. 46. Support istheNew Marketing.<br />33<br />
  47. 47. SupportMakesPromotionUseful.<br />34<br />"Addingthesechicagospecific<br />badgesencouragesusers to try out newbusinesses and promotelesser-knownlandmarks."<br />
  48. 48. SupportMakesPromotionUseful.<br />35<br />"Addingthesechicagospecific<br />badgesencouragesusers to try out newbusinesses and promotelesser-knownlandmarks."<br />
  49. 49. Support is „Experience“-PR.FromSatisfaction to Enthusiasm.<br />36<br />
  50. 50. #second. Tactics.UsingtheTools ourGuestsareUsing.<br />37<br />Ratings & Reviews<br />Blogs<br />Videos<br />Wikis<br />Communities & Social<br /> Networks<br />APPs & Mobile<br />
  51. 51. 38<br />Your PR Toolbox ...<br />Surveys<br />Photography<br />TV interviews<br />Press releases<br />Competitions<br />VNR<br />Radio interviews<br />Press trips<br />Media relations<br />Stunts<br />Advertorials<br />Audio features<br />Investor relations<br />White papers<br />Stunts<br />Guerrilla activity<br />Newsletters<br />Internal communications<br />Brand publications<br />Interviews<br />Reputation Management<br />Events<br />Stakeholder relations<br />Conferences<br />Brand ambassador activity<br />Crisis Management<br />Press briefings<br />Product launches<br />Source: http://www.slideshare.net/renaissancechambara/090326-online-pr<br />
  52. 52. 39<br />Has gotevenbigger ...<br />Infographics<br />Online surveytorials<br />Surveys<br />Search Engine Optimised Releases<br />Online surveys<br />Online monitoring<br />Press release distribution<br />Webcasts<br />Photography<br />TV interviews<br />Online media centres<br />Skypecasts<br />Press releases<br />Tagged photography<br />Competitions<br />VNR<br />Webchats<br />Social media releases<br />Online media relations<br />Radio interviews<br />Press trips<br />Media relations<br />Stunts<br />Podcasts/Vodcasts<br />Internet radio<br />Blogger relations<br />Mashups<br />Advertorials<br />Audio features<br />Investor relations<br />Virtual World events<br />White papers<br />Stunts<br />Guerrilla activity<br />RSS feeds<br />Microblogs<br />Viral<br />Folksonomies<br />Widgets<br />Newsletters<br />Social network APIs<br />Search Engine Optimised brand<br /> publications<br />Online Reputation Management<br />Internal communications<br />Brand publications<br />Internal blogs<br />WIKI’s<br />Corporate/Brand blogs<br />Interviews<br />Reputation Management<br />Events<br />Stakeholder relations<br />Conferences<br />Forums/Boards/Comments<br />Stakeholder mapping<br />Brand ambassador activity<br />Crisis Management<br />Dark blogs<br />Social Search<br />Crowdsourcing<br />Social Tagging<br />Product launches<br />Press briefings<br />P2P<br />Social Bookmarking<br />Social Networking<br />Social Networking events<br />Source: http://www.slideshare.net/renaissancechambara/090326-online-pr<br />
  53. 53. #third. New PR Tools in Travel & Tourism<br />* Important: Online PR-Keywords, Tags, Like Button, ...<br />** Blogger, Twitter,<br />Scribd,Issue,<br />Slideshare...<br />
  54. 54. YouarenotAlone.Support Engagement of your Industry.<br />41<br />Source:<br />Justin Reid, Visit Britain,<br />Head of Digital & Social Media,<br />Eye for Travel SummitPrague 2010<br />
  55. 55. #fourth. Fix aBaseline.Fix Activitiesin aTimeline.<br />42<br />Before<br />Start FB / Online PR / Blog / Twitter / XING / FlickR...<br />
  56. 56. #fifth. Measure.100WaystoMeasureSocialMedia<br />43<br />Source: David Berkowitzhttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html#axzz0x0o6OzSM <br />
  57. 57. #fifth. Measure.LeavetheAnalyzingdo theAnalysts!<br />44<br />Source: David Berkowitzhttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html#axzz0x0o6OzSM <br />
  58. 58. Conclusion.TheSecret Story of Success:<br />45<br /><ul><li>Take yourspokesmenby hand.
  59. 59. Tellthem to engage
  60. 60. Tellthem to listen.
  61. 61. Tell them to supportwithstories.
  62. 62. Listenagain.
  63. 63. Measuretheresults.
  64. 64. Learn. Tryagain.
  65. 65. Be human. And talk.</li></li></ul><li>Youare a greataudiance!<br />www.tourismusdesign.com T +43 676 77 14 007<br />Twitter http://twitter.com/joebertl<br />Facebook http://facebook.com/tourismusdesign<br />XING https://www.xing.com/profile/Martin_Schobert<br />LinkedInhttp://www.linkedin.com/in/martinschobert<br />46<br />

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