The document discusses rethinking tourism marketing strategies with social media. It outlines that most travelers now use online sources like Google and user reviews to plan trips rather than traditional marketing. However, 60-70% of tourism marketing budgets are still spent on traditional methods. The presentation recommends shifting budgets to focus on social media marketing and having a presence where travelers are searching and sharing recommendations online.

1. RETHINKING
MARKETING
WITH
SOCIAL MEDIA
Anders Boelskifte Mogensen
Anders@seismonaut.com

2. AGENDA
Introduction to Seismonaut
Rethinking your tourism marketing
10 steps to a winning social media marketing plan
48 Hours in Denmark
Questions and Answers

3. AGENDA
Introduction to Seismonaut
Rethinking your tourism marketing
10 steps to a winning social media marketing plan
48 Hours in Denmark
Questions and Answers

4. AGENDA
Introduction to Seismonaut
Rethinking your tourism marketing
10 steps to a winning social media marketing plan
48 Hours in Denmark
Questions and Answers

5. AGENDA
Introduction to Seismonaut
Rethinking your tourism marketing
10 steps to a winning social media marketing plan
48 Hours in Denmark
Questions and Answers

6. AGENDA
Introduction to Seismonaut
Rethinking your tourism marketing
10 steps to a winning social media marketing plan
48 Hours in Denmark
Questions and Answers

7. INTRODUCTION
TO SEISMONAUT

8. SEISMONAUT IS A STRATEGIC INNOVATION
CONSULTANCY BASED IN DENMARK

9. WE DELIVER DIGITAL STRATEGIES FOR
CLIENTS WITHIN THE TOURISM INDUSTRY

10. AND CREATE CAMPAIGNS, PROJECTS AND
SERVICES THAT MAKE AN IMPACT

11. WE ARE PROUD TO BE WORKING WITH A
LARGE NUMBER OF DESTINATION MARKETING
ORGANISATIONS, HOTELS AND ATTRACTIONS

12. SHARED BY ALL IS A DESIRE FOR INSPIRATION
AND AN AWARENESS OF THE IMPORTANCE OF
BEING CHALLENGED

13. RETHINKING
YOUR TOURISM
MARKETING

14. WHAT IS THE MOST
IMPORTANT INFORMATION

15. SOURCE WHEN PLANNING
YOUR HOLIDAY?

17. 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

19. HOW MANY % OF ALL
WEB SEARCHES IN
EUROPE START AT
GOOGLE?

20. MORE THAN 75%
OF ALL SEARCHES!

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 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

22. 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

23. BETWEEN 60-70% OF
GOOGLE.COM 32.60 40.00 33.20 28.10 33.48
MARKETING BUDGETS
HAVING BEEN THERE BEFORE
RECOMMENDATIONS FROM FRIENDS AND FAMILY
34.60
24.20
28.80
20.10
29
20.00
37.00
23.10
32.35
21.85
IN DENMARK ARE STILL
OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63
BEING SPENT HERE
USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80
OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10
13.00
19.90
18.90
10.70
7.00
16.50
14.93
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

24. WHERE AND HOW DO
GOOGLE.COM 32.60 40.00 33.20 28.10 33.48
YOU PLAN TO SPEND
HAVING BEEN THERE BEFORE
RECOMMENDATIONS FROM FRIENDS AND FAMILY
34.60
24.20
28.80
20.10
29
20.00
37.00
23.10
32.35
21.85
YOUR MARKETING
OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63
BUDGETS IN 2011?
USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80
OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10
13.00
19.90
18.90
10.70
7.00
16.50
14.93
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

25. SOMETHING HAS CHANGED

26. ALSO WITHIN THE TRAVEL
INDUSTRY

27. THE DIGITAL TRAVELERS
HAVE ARRIVED

28. AND THEY ARE CHALLENGING
OUR USUAL WAYS OF THINKING

29. GONE ARE THE PASSIVE
OBSERVERS WHO WE COULD
APPROACH

30. WITH OUR TRADITIONAL
BROADCAST MENTALITY

31. THE INTERNET HAS BECOME THE
FOREMOST INFLUENCE ON THE
CONSUMER’S DECISION PROCESS

32. AND ONLINE TRAVELERS DECIDE
ON WHERE TO SPEND THERE
VACATION BY VIEWING

33. PICTURES TAKEN BY ORDINARY
PEOPLE ON FLICKR

34. BY READING TRIP REPORTS
WRITTEN BY ORDINARY PEOPLE

35. BY WATCHING AUTENTIC
VIDEOS POSTED ON YOUTUBE

36. OR CHECKING HOTEL REVIEWS
ON TRIPADVISOR.COM

37. THIS IS NOT ONL HAPPENING
Y
IN THE US !!

39. GOOGLE ADWORDS

40. 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

41. OFFICIAL WEBSITE

42. 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

43. USER GENERATED CONTENT

44. 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

45. (c) wanderlust report 2010

46. WE HAVE MAKE THE MOVE TO A
DIALOGUE BASED APPROACH TO
MARKETING

47. WHERE WE ENGAGE WITH
OUR CUSTOMERS ONLINE

48. 10 STEPS TO A
WINNING SOCIAL
MEDIA
MARKETING PLAN

49. 1
MONITOR YOUR BRAND
START LISTENING TO THE ONLINE
CONVERSATION

52. 2
FIND YOUR TARGET AUDIENCE
WHERE ARE THEY, WHAT ARE THEIR LIKES AND
DISLIKES AND WHAT DO THEY WANT FROM YOU.

53. 3
INVOLVE DISCUSSENGAGE
COMMENT AND
AND TOPICS OF
RELEVANCE FOR YOUR BUSINESS

54. 4
STOP TRYING TO TO SELL, BUT
SURE, THE ULTIMATE GOAL IS
SELL
YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE
CONSTANTLY PUSHING OUT YOUR PRODUCTS.

55. 5
CREATE & DISTRIBUTE CONTENT
CONTENT IS KING. YOU MUST BE ABLE TO USE TOOLS
LIKE WORDPRESS, TUMBLR, YOUTUBE

56. HVAD KRÆVER DET?
+ +
+
SHOW ME - DON’T TELL

57. HVAD KRÆVER DET?
+ +
+
$0
$250 $500
(or $0 you probably have one allready :)

58. TUMBLR = $0

59. 6
PROMOTE
YOU MUST PROMOTE YOUR SERVICE THROUGH
RELEVANT ONLINE CHANNELS

60. 7
BE HONESTFOLLOWERS EXPECT YOU
YOUR FRIENDS AND
TO BE 100% HONEST WITH THEM

62. CHOICEHOTELS.COM

63. TRIPADVISOR.COM

64. 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.”

66. GONE ARE THE DAYS WHEN WE
COULD CHEAT IN BROCHURES

67. OR DRESS UP OUR HOTEL ROOM
TO LOOK ALL GOOD

68. CHEAT WITH THE LOCATION

69. OR EVEN THE DINNER BUFFET

70. 8
HIRE THE RIGHT PEOPLE
CONSIDER HIRING PEOPLE WHO UNDERSTAND
THIS NEW MINDSET YOU NEED THEM.

72. 9
RUN SOME TEST PROJECTS
GIVE YOUR IDEAS A TRY AND SEE IF THEY WORK IN
REAL LIFE

73. DANISH OPEN AIR MUSEUM

74. 100%
90%
80%
70%
60%
50%
40%
30%
20%
13-18 10%
19-25
26-35 0%
36-45
Age groups 46-65
FACEBOOK IN DENMARK

75. DANISH OPEN AIR MUSEUM

76. TWO HOURS TO SET UP

77. 5 HOUR TEST PERIOD

78. 100 TEST PERSONS

79. 100 FACEBOOK AMBASSADORS

80. WITH 100 FRIENDS EACH

81. REACHING 10K POTENTIAL VISITORS

82. 10
MEASSURE ARE ALWAYS
EFFECTIVE CAMPAIGNS
MEASURED

84. 48 HOURS IN
DENMARK

85. USER DRIVEN INNOVATION

87. WORDPRESS BLOG

88. TWITTER

89. FACEBOOK

90. SEEDING THE STORY

91. BLOGGERS RESPONDING

92. BLOGGERS RESPONDING

93. BLOGGERS RESPONDING

94. TRENDWATCHING SITES

95. EVEN NEWSPAPERS
PRINTED THE STORY

96. APPLICANTS

97. http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded
APPLICANTS

98. ONLINE VOTING

99. THREE WINNERS

100. DOCUMENTING THEIR TRIP

101. DOCUMENTING THEIR TRIP

102. DOCUMENTING THEIR TRIP

103. THE PROJECT GAVE US A
STRONG USER INSIGHT

104. THANK YOU!
Anders Boelskifte Mogensen
Founding Partner, Seismonaut
anders@seismonaut.com