Travel 2.0 - A Guidebook to the Industry

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Enter Conference 2009 Amsterdam - An insight into the 2. edition of the Travel 2.0 Guidebook including an overview to Social Web Activities of the Austrian National Tourist Office and Learnings out of our doings ...

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  • Travel 2.0 - A Guidebook to the Industry

    1. 1. Travel 2.0 A Guidebook for Tourism Martin Schobert [email_address] Austrian National Tourist Office Web 2.0 for destinations - a fancy trend or must?
    2. 2. A beautiful forest is more than a tree …
    3. 3. Travel 2.0 in Austria. A Guidebook for the Industry.
    4. 4. Today: Insight into 2. Edition What? The Objectives. To Whom? The Stakeholders. Why? The Benefit. … is Travel2.0 relevant?
    5. 5. persons involved site structure & definition of „action“ websearch (search engine optimization / marketing) eMarketing / online yield management social web / web 2.0 (online but offsite) attracts user‘s attention through „google‘s page 1“ Why? Online Brand Management „ content is king!“ … how to operate touristic brands in the world wide web?
    6. 6. Challenge is … … to operate the Brand online – but offsite!
    7. 8. operate brand the way you want to.
    8. 9. What to consider? Objectives Stakeholders Tools
    9. 10. Social Media Tools & ANTO <ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>(Travel-)Wikis </li></ul><ul><li>(Desktop-)Widgets </li></ul><ul><li>Social Networks </li></ul><ul><li>Ratings & Reviews </li></ul><ul><li>Travel Communities </li></ul><ul><li>Video-, Audio & Photo-Sharing </li></ul><ul><li>Geo-Coded Websites (google maps, …) </li></ul>Focus on people – not tools!
    10. 11. Social Media Tools <ul><li>Tools change. </li></ul><ul><li>Technology is not important! </li></ul><ul><li>Everything already exists. </li></ul><ul><li>Tools don‘t talk – people do! </li></ul><ul><li>Focus on conversations! </li></ul><ul><li>Stop broadcasting – tell stories! </li></ul>Focus on people – not tools!
    11. 12. <ul><li>Get feedback </li></ul><ul><li>Know customer </li></ul><ul><li>Improve products and services </li></ul><ul><li>Know what they talk about brand </li></ul><ul><li> Listen </li></ul><ul><li>Offer information </li></ul><ul><li>Become part of the community </li></ul><ul><li>Gain “Social Capital” </li></ul><ul><li>Operate brand with important keywords </li></ul><ul><li> Talk </li></ul>The Objectives <ul><ul><li>Give & improve support </li></ul></ul><ul><ul><li>Encourage web self support </li></ul></ul><ul><ul><li>Reduce service costs </li></ul></ul><ul><ul><li>Add “service” to your brand </li></ul></ul><ul><li> Support </li></ul>And yes, of course:  Sales But first comes:  Brand
    12. 13. User / Consumer Journalists & Press Partner (B2B) Employees The Stakeholders.
    13. 14. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder USA
    14. 15. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder Japan
    15. 16. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder France
    16. 17. <ul><ul><li>Social Media Stakeholders: </li></ul></ul><ul><ul><li>Creators </li></ul></ul><ul><ul><li>Critics </li></ul></ul><ul><ul><li>Collectors </li></ul></ul><ul><ul><li>Joiner </li></ul></ul><ul><ul><li>Spectators </li></ul></ul><ul><ul><li>None of the above </li></ul></ul><ul><li> The percentage differs in every country! </li></ul>6% 20% 11% 22% 47% 14% 14% 19% 6% 16% 49% 44% 11% 14% 4% 17% 38% 53% USA EU D Jap Percentage of adults, multiple answers possible Source: http://www.forrester.com/Groundswell 35% 32% 12% 30% 72% 19% The User as Stakeholder
    17. 18. All Social Media is local! source: http://przwonull.de/eintrag.php?id=126 Conclusion 1
    18. 19. All Social Media is local! source: http://przwonull.de/eintrag.php?id=126 Conclusion 1 + 2 Sales follow Brand follows Talks
    19. 20. Blogs <ul><ul><li>Communities </li></ul></ul>Widgets Videos Wikis Ratings & Reviews Conclusion 3: combine & decide Listen Talk Support Guest Employees Partner (B2B) Journalists & Press
    20. 21. Martin Schobert Austrian National Tourist Office, Head of Research & Development blog.austriatourism.com, linkedin, xing, … Enter, Amsterdam, January 2009 EXPLORING & LEARNING – STEP BY STEP.

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