How Social Affects DMOs - #dmoceo12
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A presentation to 70 CEOs of leading DMOs in the USA at DMAI's 2012 Spring Forum. Thanks for having me!
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How Social Affects DMOs - #dmoceo12
- 1. We believe that the travel experience enhances people’s lives and that tourism makes the world a better place. Twitter: @rodneyp
- 3. What would you do if you could start again and compete with your own organization?
- 9. 1.8 Billion use the internet
- 18. 78% of consumers trust peer recommendations
- 20. Awareness Future Trip List Serious Consideration Planning Book On Trip Repeat & Recommend
- 22. Consumers are exposed to hundreds of ads each day
- 23. 24 of 25 largest newspapers suffering record declines
- 24. 24 of 25 largest newspapers suffering record declines 90% of People that can TiVo advertisements, do.
- 32. Social Purchase funnel Awareness Consideration Intent Book On Trip Repeat Recommend
- 34. COMMUNITIES FORM AROUND PASSION Passion Influencers Community
- 39. COMMUNITIES FORM AROUND PASSION Kiteboarding Influencers Community
- 40. PASSIONS OVERLAP Stand Up Paddling Kite Boarding Windsurfing
- 41. People under the age of 30 don’t know life without the internet.
- 43. Traditional Advertising Social & Digital Marketing
- 45. Level 1 Only kids use Facebook…
- 48. Level 2 We push our message through Facebook& Twitter.
- 50. How are we going to Level 3 use social media to support our marketing?
- 55. “Get people talking about Dallas”
- 78. “This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled I just want to say „thank-you‟ for such an absolutely fun and memorable experience.” -- Len Stanley
- 79. “This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled I just want to say „thank-you‟ for such an absolutely fun and memorable experience.” -- Len Stanley
- 80. “This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled I just want to say „thank-you‟ for such an absolutely fun and memorable experience.” -- Len Stanley
- 81. “This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled I just want to say „thank-you‟ for such an absolutely fun and memorable experience.” -- Len Stanley
- 82. “This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled I just want to say „thank-you‟ for such an absolutely fun and memorable experience.” -- Len Stanley
- 83. “This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled I just want to say „thank-you‟ for such an absolutely fun and memorable experience.” -- Len Stanley
- 84. “This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled I just want to say „thank-you‟ for such an absolutely fun and memorable experience.” -- Len Stanley
- 85. Our social strategy is Level 4 saving us a lot of money and making us more effective…
- 97. Oh $@*&, our Level 5 whole business just changed!
- 98. DESTINATION MARKETING 2.0 Research Product Marketing Delivery Research Recommendations Customer satisfaction Manage Extend Feedback Community Relationship
- 100. SOCIAL MEDIA CONSUMER NEEDS , DR CABARETE Exceed expectations Maintain post-purchase
- 106. SQUAMISH, BC
- 108. Where do you live? Did you stay overnight? Did you visit to pre-ride? How many in your party? Estimate of spend?
- 109. ECONOMIC IMPACT STUDY 2006 “$1.7 million”
- 110. TOP-DOWN, BOTTOM-UP Destination Top Down: Bottom Up: This destination is This destination is a place where you the place to do can do these these things things niche niche niche niche niche niche
- 112. Foundational principle: increase relevancy to each individual consumer through targeted personalized content.
- 122. POLITICS.
- 123. CULTURE.
- 124. DMO 2.0
- 127. Social Purchase funnel Awareness Consideration Intent Book On Trip Repeat Recommend
- 131. DEPARTMENTS OR PASSIONS? Passion Influencers Community
- 140. KEY TAKE-AWAYS 1. Identify where your organization sits in these levels.
- 141. KEY TAKE-AWAYS 1. Identify where your organization sits in these levels. 2. When you get to level 4, you’ll realize there’s a level 5.
- 142. KEY TAKE-AWAYS 1. Identify where your organization sits in these levels. 2. When you get to level 4, you’ll realize there’s a level 5. 3. The fast-track to level 4 is a real social media strategy.
- 143. KEY TAKE-AWAYS 1. Identify where your organization sits in these levels. 2. When you get to level 4, you’ll realize there’s a level 5. 3. The fast-track to level 4 is a real social media strategy. 4. Surround yourself with people who genuinely understand how your world has changed.
- 144. "Manager of the Century”, Fortune magazine - 1999. “Willingness to change is a strength, even if it means plunging part of the company into total confusion for a while.” – Jack Welsh
Editor's Notes
- Think! Social Media is a leading digital marketing agency with a laser-focus on the tourism industry and its roots in social media.Everyone who works at Think! has a Passion for travel.We believe that the travel experience enhances peoples’ lives and that tourism makes the world a better place. By improving all stages of the tourism experience for consumers, we can help DMOs to achieve their goals and share their region with the world. Weembrace the values of social media. Transparency and leading through openness are fundamental to our business. We believe that relationships are paramount and lead to trust.
- destroy-your-business.com, a task force staffed by young hotshots charged with inventing Internet businesses independent of GE's mainstream unitsIn 1999, GE embarked on a strategic planning exercise known as Destroy Your Business(DYB). Each unit of the organization visualized how it might be crushed by the dotcom juggernaut, on former CEO Jack Welch’s premise that if a company didn’t identify its ownweaknesses somebody else would do it for them. During the process, the business units discovered how they could use the Internet to their advantage, a concept that came to be known as Grow Your Business (GYB)."Destroy Your Business woke us up..
- Human beings have evolved because of our extroadinary communication skills. Tribes grunted and pointed to tell each other how to use a club to beat the lion over the head so you could survive and eat.
- Social media is not another marketing channel. It is a communication tool.It’s very accessible and its growing like wildfire.Throughout the planning process, we are seeking and creating information.There have been many innovations that let humans communicate further and faster.The internet is the most powerful communication tool on the planet.
- John Fitzgerald Kennedy, the 35th President of the United States, was assassinated at 12:30 p.m. Central Standard Time (18:30 UTC) on Friday, November 22, 1963, in Dealey Plaza, Dallas, Texas.The assassination is still the subject of widespread debate and has spawnednumerous conspiracy theories and alternative scenarios.
- John Fitzgerald Kennedy, the 35th President of the United States, was assassinated at 12:30 p.m. Central Standard Time (18:30 UTC) on Friday, November 22, 1963, in Dealey Plaza, Dallas, Texas.The assassination is still the subject of widespread debate and has spawnednumerous conspiracy theories and alternative scenarios.
- … and what we’re finding is, with these dialogues, we’re no longer in control of the message anymore, which is absolutely true. The power has shifted from the business to the consumer…. people are out there talking about us, and we can’t stop it. So we have to adapt and be a part of those conversations. Online are already happening about your destination/brand/org and you might not be aware of it.Your target market is now more likely to find this information than they are to find what you’re putting out there. When I search something on google what comes up? At very least, you need to be aware of it. Ideally, you see this as an opportunity and capitalize on it. Online conversations cannot be ignored. Most are permanent. They’re relevant to your DMO, stakeholders and also present a number of opportunities
- It’s easy to get caught up in the momentumDon’t focus on the tools
- F&F most influential on travel. They are the people we connect with.
- Many businesses have not caught up with the consumer.Organizations are still spending most of their time on awareness and not enough time at the other levels of the process.Awareness is hard when there is so much competition.RESEARCH SHOWS THAT CONSUMERS TRUST EACH OTHER. WORD OF MOUTH COMMUNICATION IS HOW THE HUMAN RACE HAS EVOLVED AND FLOURISHED.
- How does this change impact destination marketing?
- The decision process that travellers go through is complex. At each stage consumers are communicating.This process often overlooked by tourism businesses who just want sales. Tahiti vs trip to Saskatchewan (joke about the weather).
- Many businesses have not caught up with the consumer.Organizations are still spending most of their time on awareness and not enough time at the other levels of the process.Awareness is hard when there is so much competition.
- At the same time as people are communicating more, there’s huge competition for our attention as consumers.Joke about booth.
- Here’s a photo of Lindsay, my girlfriend. She’s from Calgary and recently went on her first big trip.
- Spend less resources on awareness and more time having conversations with people lower in the funnel.Greece and Amsterdam need a strategy to engage Lindsay. Measurement and performance is easier if they get her on their fan page or twitter account. But the reality is that it doesn’t matter where she promotes your destination. You need to give people things to promote, work with industry.
- At Think!, we use a series of concentric circles to understand communities. Passion is very strong interest. It follows that the more passionate a community, the stronger the trust and frequency of word-of-mouth communication.Some people have more influence in a community than others. We call these people influencers. Someone’s influence is a factor of reach and level of trust or credibility. Its easy to think of influencers as being very close to the center of a community. Influencers can often drive the direction of the community at large.Many elite sporting professionals who have risen to the top of their game are considered to be influencers because their fans look up to them. This concept can also apply to our own personal networks. We all know which one of our friends to ask for advice when its time to buy a new computer.
- When I’m not sitting in front of a computer or talking to people about social media, I like to spend my time on the water, kiteboarding.
- At Think!, we use a series of concentric circles to understand communities. Passion is very strong interest. It follows that the more passionate a community, the stronger the trust and frequency of word-of-mouth communication.Some people have more influence in a community than others. We call these people influencers. Someone’s influence is a factor of reach and level of trust or credibility. Its easy to think of influencers as being very close to the center of a community. Influencers can often drive the direction of the community at large.Many elite sporting professionals who have risen to the top of their game are considered to be influencers because their fans look up to them. This concept can also apply to our own personal networks. We all know which one of our friends to ask for advice when its time to buy a new computer.
- Because of the cost and long-cycles associated with traditional advertising, destinations have historically been constrained to broad categories such as beach holidays, golf vacations, family getaways and adventure travel. With so much information available to consumers, it I s becoming increasingly important to present the right message to the right consumers.For example, Aspen, Colorado could break adventure travel into many niches, such as skiing, snowboarding, river rafting, mountain biking and more. Each of these passions will resonate with a different community.
- Targeted campaigns are like using a rifle vs shotgun. Targeted campaigns allow for a conversation with your audience, rather than a one-way pitch.
- Talk to you after class
- TWO SLIDE EXAMPLEExample to show how a small DMO can make a big dentA tiny Swiss town posts pictures of all their facebook fans on their offline bulletin board resulting in thousands of fans and messages.See this YouTube video: http://www.youtube.com/watch?v=kzAG9_iKgRE&feature=youtu.be
- LAST SLIDEAs a result, the whole town is plastered with over 17,000 facebook fans. Many have visited to see their profile.
- Dallas CVB logo with image of dallas
- Superbowl 45 logo and tickets images
- At Think!, we use a series of concentric circles to understand communities. Passion is very strong interest. It follows that the more passionate a community, the stronger the trust and frequency of word-of-mouth communication.Some people have more influence in a community than others. We call these people influencers. Someone’s influence is a factor of reach and level of trust or credibility. Its easy to think of influencers as being very close to the center of a community. Influencers can often drive the direction of the community at large.Many elite sporting professionals who have risen to the top of their game are considered to be influencers because their fans look up to them. This concept can also apply to our own personal networks. We all know which one of our friends to ask for advice when its time to buy a new computer.
- image of mystery man
- At Think!, we use a series of concentric circles to understand communities. Passion is very strong interest. It follows that the more passionate a community, the stronger the trust and frequency of word-of-mouth communication.Some people have more influence in a community than others. We call these people influencers. Someone’s influence is a factor of reach and level of trust or credibility. Its easy to think of influencers as being very close to the center of a community. Influencers can often drive the direction of the community at large.Many elite sporting professionals who have risen to the top of their game are considered to be influencers because their fans look up to them. This concept can also apply to our own personal networks. We all know which one of our friends to ask for advice when its time to buy a new computer.
- Clues the postacds images
- Momentum building – twitter conversation
- Momentum building – twitter conversation
- Momentum building – twitter conversation
- Momentum building – twitter conversation
- Momentum building – twitter conversation
- Momentum building – twitter conversation
- Momentum building – twitter conversation
- Momentum building – twitter conversation
- Local press get’s involved
- Early on - Sheldon: http://www.wtae.com/r-video/26656301/detail.html
- Winners and how she was homeless
- Winners and how she was homeless
- Climax: CNN Yahoo
- a) Explain methodology from our strategic projects. In helping organisations get to level 4, we realised a level 5.When you get to level 4, you’ll actually realise that it’s not an evolution at all. Evolution doesn’t seem to work. Its revolution.
- Be Remarkable.Unofficial world record salmon catch – Back Eddy PubBest new creeking town in North America – Rapid Magazine
- You have to have a remarkable experience so that your customers have something to talk about. Next you need to let people know what you have to offer, through any combination of advertising, sales, marketing etc. Once you’ve made the promise, you should aim to exceed peoples’ expectations. This will make them love you and will make it easier to maintain a post-purchase relationship. Create and manage a community that your customers want to be involved in. Offer them value. Do it online and you’ll save time and money. Use that community to market to each other and to friends. Let them support each other. Tap into their wealth of knowledge for feedback on your existing products and to design new solutions. Use that learning to improve your products.
- You have to have a remarkable experience so that your customers have something to talk about. Next you need to let people know what you have to offer, through any combination of advertising, sales, marketing etc. Once you’ve made the promise, you should aim to exceed peoples’ expectations. This will make them love you and will make it easier to maintain a post-purchase relationship. Create and manage a community that your customers want to be involved in. Offer them value. Do it online and you’ll save time and money. Use that community to market to each other and to friends. Let them support each other. Tap into their wealth of knowledge for feedback on your existing products and to design new solutions. Use that learning to improve your products.
- You have to have a remarkable experience so that your customers have something to talk about. Next you need to let people know what you have to offer, through any combination of advertising, sales, marketing etc. Once you’ve made the promise, you should aim to exceed peoples’ expectations. This will make them love you and will make it easier to maintain a post-purchase relationship. Create and manage a community that your customers want to be involved in. Offer them value. Do it online and you’ll save time and money. Use that community to market to each other and to friends. Let them support each other. Tap into their wealth of knowledge for feedback on your existing products and to design new solutions. Use that learning to improve your products.
- ONE SLIDE EXAMPLETourism Fargo put “the woodchipper” from the movie in their visitor centre and has become a pilgrimage for fans of the movie
- ONE SLIDE EXAMPLEVulcan Alberta has turned their town into a Trekkie destination
- We’re deliberately going back to an example that predates social media but still harnesses online communities. Point: there is nothing magical and unique about social media.Test of Metal is a bike race in Squamish. It sells out every year within an hour. HUGE sell out.
- CONFIRMS THE “QUICK AND DIRTY” EXPERIMENT WORKEDPrior to experiment, race was filled with local“The trail systems of the North Shore, Squamish and Whistler, areestimated to have collectively generated $10.3 million in spending from riders that live outside of the host community over the period from June 4 to September 17, 2006.”“Squamish saw spending from riders totaling over $1.7 million as a result of non-residentriders visiting the trail system as well as training and participating in the popular Test of Metalmountain bike race held in mid June each year.” “The combined expenditures of non-resident riders on the trail systems in the three communities resulted in a total of $9.3 million in new economic activity (GDP) and supported 194 jobs through the payment of just over $6.3 million in wages and salaries.”
- CONFIRMS THE “QUICK AND DIRTY” EXPERIMENT WORKEDPrior to experiment, race was filled with local“The trail systems of the North Shore, Squamish and Whistler, areestimated to have collectively generated $10.3 million in spending from riders that live outside of the host community over the period from June 4 to September 17, 2006.”“Squamish saw spending from riders totaling over $1.7 million as a result of non-residentriders visiting the trail system as well as training and participating in the popular Test of Metalmountain bike race held in mid June each year.” “The combined expenditures of non-resident riders on the trail systems in the three communities resulted in a total of $9.3 million in new economic activity (GDP) and supported 194 jobs through the payment of just over $6.3 million in wages and salaries.”
- Seychelle Islands
- Consumers create their own awareness within their networks and within niches.Spend less resources on awareness and more time having conversations with people lower in the funnel.
- At Think!, we use a series of concentric circles to understand communities. Passion is very strong interest. It follows that the more passionate a community, the stronger the trust and frequency of word-of-mouth communication.Some people have more influence in a community than others. We call these people influencers. Someone’s influence is a factor of reach and level of trust or credibility. Its easy to think of influencers as being very close to the center of a community. Influencers can often drive the direction of the community at large.Many elite sporting professionals who have risen to the top of their game are considered to be influencers because their fans look up to them. This concept can also apply to our own personal networks. We all know which one of our friends to ask for advice when its time to buy a new computer.
- (rather than one-off campaigns.)
- (rather than one-off campaigns.)
- (rather than one-off campaigns.)
- (rather than one-off campaigns.)
- Jack Welch - Destroy my own business. 1999 - Amazon. Attack and compete with parent company.
- Many organizations across different industriesaremakingradicalchangesto thebalanceofPAID,OWNED&EARNED media. Social media is EARNED and can provide a catalyst and accelerant for all marketing efforts.http://hbr.org/2011/10/shaking-things-up-at-coca-cola/ar/1
- ONE SLIDE EXAMPLEA stunning piece of content (panoram image of a fjord) on the VisitNorway website generated 500,000 visits through Stumbleupon (passionate community)