Social media - shifting the balance of power

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As travelers from around the world in growing numbers turn to the internet for all their holiday planning it is of essential importance that destination marketing organisations, city branding units and other actors involved in promoting a tourist destination begin to rethink their traditional marketing habits. While brochures, convention sales and tv-marketing were once relevant ways of reaching out to potential visitors the time has come to rethink these approaches. In this talk I will share a number of concrete and proven to work examples of digital strategies for destination marketing.

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Social media - shifting the balance of power

  1. 1. SOCIAL MEDIA SHIFTING THE BALANCE OF POWER
  2. 2. SOCIAL MEDIA SHIFTING THE BALANCE OF POWER
  3. 3. ANDERS MOGENSEN
  4. 4. SEISMONAUT IS A STRATEGIC INNOVATION
  5. 5. AND CONCEPT CONSULTANCY
  6. 6. WE HELP THE TRAVEL INDUSTRY NAVIGATE
  7. 7. DIGITAL TECHNOLOGIES AND NEW MEDIA
  8. 8. THIS IS ME (30 YEARS AGO)
  9. 9. I GREW UP IN NIGERIA
  10. 10. THESE WERE MY FRIENDS NIGERIAN VILLAGE
  11. 11. THE LOCAL SCHOOL
  12. 12. MY FAVOURITE TOY
  13. 13. BULUS ON FACEBOOK
  14. 14. BULUS ON FACEBOOK!! NIGERIAN VILLAGE
  15. 15. BULUS ON FACEBOOK
  16. 16. FACEBOOK GROWTH 08-09
  17. 17. WHAT DOES THIS MEAN FOR THE TRAVEL INDUSTRY?
  18. 18. “WHAT IS THE MOST IMPORTANT INFORMATION SOURCE WHEN PLANNING A HOLIDAY?”
  19. 19. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48 HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35 RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85 OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63 USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93 OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55 OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93 VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45 VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20 PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43 BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70 ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15 OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85 BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63 NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20 NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35 TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13 TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33 TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
  20. 20. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48 HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35 RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85 OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63 USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93 OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55 OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93 VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45 VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20 PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43 BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70 ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15 OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85 BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63 NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20 NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35 TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13 TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33 TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
  21. 21. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48 HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35 RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85 OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63 USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93 OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55 OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93 VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45 VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20 PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43 BROCHURES PRESENTING A DESTINATION 10.90 6.70 9.30 3.90 7.70 ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15 OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85 BROCHURE ON A COUNTRY 7.90 7.10 3.00 4.50 5.63 NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20 NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35 TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13 TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33 TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
  22. 22. GOOGLE ADVERTS
  23. 23. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48 HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35 RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85 OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63 USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93 OFFICIEL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55 OFFICIEL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93 VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45 VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20 PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43 BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70 ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15 OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85 BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63 NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20 NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35 TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13 TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33 TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
  24. 24. OFFICIAL HOTEL WEBSITE
  25. 25. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48 HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35 RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85 OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63 USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93 OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55 OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93 VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45 VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20 PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43 BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70 ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15 OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85 BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63 NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20 NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35 TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13 TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33 TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
  26. 26. USER GENERATED CONTENT
  27. 27. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48 HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35 RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85 OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63 USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93 OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55 OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93 VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45 VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20 PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43 BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70 ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15 OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85 BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63 NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20 NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35 TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13 TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33 TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
  28. 28. WHY?
  29. 29. CHOICEHOTELS.COM
  30. 30. TRIPADVISOR.COM
  31. 31. CHOICEHOTELS.COM “Comfort Hotel Østerport is a hotel full of atmosphere and only a few years ago totally renovated, so today it appears in a fresh and modern style.”
  32. 32. GET THE THRUTH THEN GO
  33. 33. GONE ARE THE DAYS WHEN HAND- WRITTEN COMMENT CARDS WOULD RESIDE AT THE BOTTOM OF A DUSTY BOX IN THE LOBBY. 
  34. 34. TODAY’S TRAVELERS SHARE THEIR EXPERIENCES ONLINE VIA SOCIAL MEDIA
  35. 35. PARADIGM
  36. 36. FROM PASSIVE OBSERVERS
  37. 37. TO ACTIVE CONTRIBUTORS
  38. 38. FROM ONE WAY BROADCASTING
  39. 39. TO DIALOGUE
  40. 40. MONITOR YOUR BRAND ONLINE
  41. 41. CONNECT WITH YOUR CUSTOMERS THROUGH SOCIAL MEDIA
  42. 42. HARNESSING THE POWER OF SOCIAL MEDIA
  43. 43. DANISH OPEN AIR MUSEUM
  44. 44. 2 HOURS TO SET UP
  45. 45. 5 HOUR TEST PERIOD
  46. 46. ABOUT 100 TEST PERSONS
  47. 47. WITH 50 FACEBOOK FRIENDS
  48. 48. = 100 NEW AMBASSADORS
  49. 49. REACHING 5000 VISITORS
  50. 50. • VIDEO WORKS GREAT AS A SUPPLEMENT TO OTHER CONTENT ON YOUR WEBSITE • SHOW US YOUR NILE CRUISE SHIP, YOUR HOTEL ROOMS, OR LET THE TOUR GUIDE INTRODUCE HIMSELF
  51. 51. HVAD KRÆVER DET? + + +
  52. 52. 1 START LISTENING TO THE NEEDS AND INTERESTS OF YOUR CUSTOMERS
  53. 53. 2 PARTICIPATE IN THE DISCUSSIONS ONLINE
  54. 54. 3 CREATE 1:1 RELATIONS
  55. 55. 4 EMPLOY PEOPLE WHO UNDERSTAND THE DIGITAL MINDSET
  56. 56. 5 EXPERIMENT CONSTANTLY
  57. 57. ً"#$% ً ‫)('ا‬ ANDERS@SEISMONAUT.COM

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