Präsentation of strategy and tactics "Putting the Public back into PR" in Travel & Tourism at a fam-trip excursion of Lahti University of Applied Sciences during a visit at "Die Garten. Tulln."
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Online PR in Travel and Tourism
1. Online PR in Travel & Tourism.
„Putting the Public back into PR“ – Strategy & Tactics for Tourism Industry.
Martin Schobert at Opintomatka Itävalta of Lahti University, 5. 4. 2011.
5. 5
A powerful global Conversation has
begun ... – more than 10 years ago!
95 Theses
1. Markets are Conversations.
2. Markets consist of human beings, not
demographic sectors.
3. Conversations among human beings
sound human. They are conducted in
a human voice.
4. ...
6. 6
PR 2.0 = real human beings speak in a
human voice on the behalf of corporations
8. our home page isn’t
just coke.com, it
is google.com
Source: US Travelcom-Expo, Feb 2010, Dallas USA
Classified - Internal use
Outside the Industry Innovator of the Year Award: The Coca-Cola Company, Kari Bjorhus,
9. and today, I’d say…
our home page isn’t just
coke.com, it is
google.com and
hyves.nl and
twitter.com and
youtube.com and
facebook.com and
studiVZ.net
Source: US Travelcom-Expo, Feb 2010, Dallas USA - The Coca-Cola Company, Kari Bjorhus
Classified - Internal use
http://www.slideshare.net/travelcom/outside-the-industry-innovator-of-the-year-award-the-cocacola-company-kari-bjorhus
14. Public Relations 1.0
PR-
Editing
Visiting
Media-
Editorial
Release.
Depart.
Fam- Media-
Trips Confer.
Journalists
Personal
Relation Pictures
Media-
Service
15. Public Relations 1.0 – The Process
Press- & Media Services (+ PR Webpage)
Presse-Release Media-Support
Journalists
Massmedia &
Specials
Target Groups
Modified from: Lommatzsch 2008, Der Social Media Release
16. PR in Travel & Tourism - Today
Press- & Media Services / Digital Newsroom
Suchmaschinen RSS, PR-Newsroom Media Support
Journalists Bloggers Multipliers
Mass-, Special-
& Online Media
People
Social Media in Travel & Tourism
Modified from: Lommatzsch 2008, Der Social Media Release
17. PR in Travel & Tourism - Today
Press- & Media Services / Digital Newsroom
Search-Engines RSS, PR-Newsroom Media Support
Journalists Bloggers Multipliers
Mass-, Special-
& Online Media
People
Social Media in Travel & Tourism
Modified from: Lommatzsch 2008, Der Social Media Release
18. Traditional PR Online PR
Age: 100 years Age: < 5 years
Format: story Format: multimedia
Searchable: no Searchable: yes
Trackable: placements Trackable: variable
Lifespan: usually short Lifespan: infinite bounce
19. 19
What is Online PR / PR 2.0?
“Communicating over
the web and using new
technology to effectively
communicate with
stakeholders”
Source: CIPR, UK
29. 29
#second. Listen.
Different Monitoring-Strategies.
Define „What for?“ + „Who?“
Free Tools – Do It Yourself!
Social Monitoring Specialists
Web Monitoring Tools
Web Analytics Tools
Brand & Reputation Tools
Import
Collected Data to
Own Dashboard (Excel)
30. 30
Monitoring Tools?
Reputation Tools in Europe
(Master-Theses Sep. 2010, German Language)
http://www.scribd.com/doc/37758351/Instrumente-des-Social-Media-Monitoring
Interaction:
http://www.radian6.com/
http://www.nielsen-online.com/
products_buzz.jsp?
section=pro_buzz
Cost efficient, reduced
complexity and semantic:
http://www.systemone.net/en/
products/radar
Monitoring Brand & Reviews:
http://www.trustyou.com/
http://www.circos.com/
http://www.reviewpro.com/
37. 37
Support Makes Promotion Useful.
"Adding these chicagospecific
badges encourages users to
try out new businesses and
promote lesser-known
landmarks."
40. 40
#fifth. Tactics.
Using the Tools our Guests are Using.
Travel 2.0 – Listen Talk Support
Matrix - WHAT
Guest Ratings & Blogs
Reviews Wikis
Media (Blogger, Videos
Journalists ...)
APPs & Mobile
Partner (Travel) Communities & Social
Networks
Tourism Industry
(Hospitality,
Leisure Corpor.)
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#sixth. The Secret Story of Success.
A Good Story can be Told Easily
Decide for Quality.
Act Courageously
Do not Undervalue Customers.
Clarity and Reduction.
Be Human. And Talk. In Stories.
42. 42
#seventh. Measure.
100 Ways to Measure Social Media
Source: David Berkowitz http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-
media-.html#axzz0x0o6OzSM
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