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@rodneyp SQTIC
SQUAMISH, BC
Where do you live?Did you stay overnight?Did you visit to pre-ride?How many in your party?Estimate of spend?
ECONOMIC IMPACT STUDY 2006       “$1.7 million”
KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.
Awareness   Future Trip ListSerious Consideration      Planning        Book       On TripRepeat & Recommend
Me40 Likes &comments
Me6400 Friends of Friends
Impact on travel and tourism       81%     of travellers         83%     of travellers       said reviews were            ...
Social Purchase Funnel        Awareness       Consideration          Intent          Book         On Trip         Repeat  ...
KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.2. Communication has changed, forever.
KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.2. Communication has changed, forever.3. Listen ...
KEY TAKE-AWAYS1.   Focus on people and stories. Look at the technology last.2.   Communication has changed, forever.3.   L...
WORD OF MOUTH      Passion    Influencers    Community
MILE ZERO – sign post
Passionate communities                passion                influencers                community                everybody...
NICHES OVERLAP            Bird Watching    RV  Touring          Photography
Traditional Advertising   Social & Digital Marketing
KEY TAKE-AWAYS1.   Focus on people and stories. Look at the technology last.2.   Communication has changed, forever.3.   L...
Social at the coreAmplified by PRand onlineoutreachSupported bytargeted andmeasurable digitalExtended bytraditionaladverti...
KEY TAKE-AWAYS1.   Focus on people and stories. Look at the technology last.2.   Communication has changed, forever.3.   L...
KEY TAKE-AWAYS1.   Focus on people and stories. Look at the technology last.2.   Communication has changed, forever.3.   L...
www.thinksocialmedia.comRodney Payne @rodneyp
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
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Southern Queensland Tourism Industry Conference 2012

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Here's a presentation I gave in November 2012 at the Southern Queensland Tourism Industry conference in Toowoomba.

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Southern Queensland Tourism Industry Conference 2012

  1. 1. @rodneyp SQTIC
  2. 2. SQUAMISH, BC
  3. 3. Where do you live?Did you stay overnight?Did you visit to pre-ride?How many in your party?Estimate of spend?
  4. 4. ECONOMIC IMPACT STUDY 2006 “$1.7 million”
  5. 5. KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.
  6. 6. Awareness Future Trip ListSerious Consideration Planning Book On TripRepeat & Recommend
  7. 7. Me40 Likes &comments
  8. 8. Me6400 Friends of Friends
  9. 9. Impact on travel and tourism 81% of travellers 83% of travellers said reviews were usually or always important when consult TripAdvisor deciding which reviews before hotel to stay at.* booking a hotel.**75% of travellers 52% of Facebookerssaid their holiday wasbetter because they said “that seeingused reviews to make friends’ holiday picturessure they picked the had inspired them tobest place for them.** book a holiday to the same place.*** * Forrester, 2011 ** Phocuswright, 2011 *** Skyscanner, 2011
  10. 10. Social Purchase Funnel Awareness Consideration Intent Book On Trip Repeat Recommend
  11. 11. KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.2. Communication has changed, forever.
  12. 12. KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.2. Communication has changed, forever.3. Listen first. Identify opportunities and embrace feedback.
  13. 13. KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.2. Communication has changed, forever.3. Listen first. Identify opportunities and embrace feedback.4. Social media shines a spotlight on product and experience.
  14. 14. WORD OF MOUTH Passion Influencers Community
  15. 15. MILE ZERO – sign post
  16. 16. Passionate communities passion influencers community everybody else
  17. 17. NICHES OVERLAP Bird Watching RV Touring Photography
  18. 18. Traditional Advertising Social & Digital Marketing
  19. 19. KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.2. Communication has changed, forever.3. Listen first. Identify opportunities and embrace feedback.4. Social media shines a spotlight on product and experience.5. Past travelers are one of your biggest opportunities.
  20. 20. Social at the coreAmplified by PRand onlineoutreachSupported bytargeted andmeasurable digitalExtended bytraditionaladvertising
  21. 21. KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.2. Communication has changed, forever.3. Listen first. Identify opportunities and embrace feedback.4. Social media shines a spotlight on product and experience.5. Past travelers are one of your biggest opportunities.6. Put social at the core of your marketing.
  22. 22. KEY TAKE-AWAYS1. Focus on people and stories. Look at the technology last.2. Communication has changed, forever.3. Listen first. Identify opportunities and embrace feedback.4. Social media shines a spotlight on product and experience.5. Past travelers are one of your biggest opportunities.6. Put social at the core of your marketing.7. Start with one niche and focus on what you do best.
  23. 23. www.thinksocialmedia.comRodney Payne @rodneyp

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