Web 2.0 and Destination Marketing

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Social Web Learnings & strategic approach to deal with the topic of the Austrian National Tourist Office: Listen, Talk & Support.

Conclusion 1: All Social Media is local!
Conclusion 2: Focus on people - not on tools!
Conclusion 3: Define Stakeholders and Actions - then decide about which Social Web Tool is the right choice!

Published in: Travel, Business

Web 2.0 and Destination Marketing

  1. 1. Web 2.0 and Destination Marketing Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office
  2. 2. If everybody of this audience tell‘s his experience online … … would it still sounds like Austria?
  3. 3. What you can expact today What? The Actions. To Whom? The Stakeholders. Why? The Benefit. Is social web relevant for DMO?
  4. 4. What you can expact today What? The Objectives. To Whom? The Stakeholders. Why? The Benefit. Is social web relevant for DMO?
  5. 5. Traveller‘s View on Destinations
  6. 6. Traveller‘s View on Destinations cards videos blogs pictures communities ads news UGC DMO
  7. 8. operate brand the way you want to.
  8. 9. DMO‘s Objectives & Challenge is <ul><li>... operate brand online - BUT: </li></ul><ul><li>…“ offsite“! </li></ul><ul><li>(offside website) </li></ul><ul><li>Draw guest attention to DMO‘s brand! </li></ul>
  9. 10. But why is Social Media important?
  10. 11. Reichweiten im WWW
  11. 12. To Whom? The Stakeholders. Is social web relevant for DMO‘s? Why? The Benefit.
  12. 13. How people use Social Technologies
  13. 14. Different Social Media Audience <ul><ul><li>Who is using Social Media? </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><li> The percentage differs in every country! </li></ul>24% 37% 21% 51% 73% 14% 19% 6% 29% 49% 9% 12% 4% 21% 38% USA EU D Jap Percentage adults 18+, multi-answers possible source:Forrester Research 2009, http://www.forrester.com/Groundswell/profile_tool.html 34% 30% 11% 26% 69%
  14. 15. ALL DMO Stakeholders Social Web Anteil aller Erwachsenen, Mehrfachnennung möglich Quelle: http://www.forrester.com/Groundswell Consumer / Guests Journalists & Press Partner (B2B) Employees
  15. 16. To Whom? The Stakeholders. Is social web relevant for DMO‘s? What? The Actions. Why? The Benefit.
  16. 17. ANTO‘s Key-Actions Social Web <ul><li>Listen </li></ul><ul><li>Get feedback, identify multiplikants, monitoring, research. </li></ul><ul><li>Talk </li></ul><ul><li>Be part of the community, spread the brand’s messages </li></ul><ul><li>Support </li></ul><ul><li>Travel-information online, dialogue with (potential) guests, differentiation through quality & design of online-services </li></ul>
  17. 18. Functions and Tools at Social Web
  18. 19. Funktionen und Tools im Social Web
  19. 20. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder USA
  20. 21. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder Japan
  21. 22. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder France
  22. 30. Support-Requests at Social Web
  23. 31. Content Aggregation of Social Web <ul><li>Portal = global mash-up of relevant content to Austria. </li></ul><ul><li>User Generated Content (TripAdvisor, TripWolf, Lovo, …) </li></ul><ul><li>Next step: integration of travel guide, travel reports, DMO… </li></ul><ul><li>Explore yourself on: www.austria.info </li></ul>
  24. 32. <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>Stop broadcasting – tell stories! </li></ul>Conclusion - Social Media Tools Focus on people – not tools!
  25. 33. <ul><li>Different tools on different markets. </li></ul><ul><li>Focus on conversations! </li></ul><ul><li>Use local languages! </li></ul><ul><li>Invest in online monitoring! </li></ul>Conclusion 2 - Social Media Stakeholder All social media is local !
  26. 34. Last: How to find the right Social Media? Partners Press Employees Users Support Talk Listen Blogs Communities       Widgets Videos Wikis Ratings & Reviews
  27. 36. I am glad if I could help to broader yours … Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office http://blog.austriatourism.com

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