Transcript Tourism 2.0 for National DMOs - Travel e22

Tourism 2.0 for National DMOs
• The majority of national DMOs are already at an advanced stage
in their use of the Internet for global marketing, sales and
customer relationship management
• Rather than being passive recipients of ‘brand messages’, the new
Web is characterised by information ‘pull’ rather than ‘push’, user
generated content, openness, sharing, collaboration, interaction,
communities, and social networking
http://www.visitorreview.com/enjoyengland
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Tourism 2.0 for National DMOs
Model of Tourism 2.0
•
The Model comprises three
inter-related elements –
Web 2.0 Applications,
Characteristics and Impact.
Tourism 2.0 for National DMOs
At its simplest, Web 2.0 can be
thought of as a set of applications
and technologies that allow
individuals to interact in online
communities, directly exchange
information with one another, and
create their own online content. The
range of applications varies from
simple tagging (social bookmarking)
to extensive social networking sites
comprising millions
Web 2.0 applications delivered ‘internally’ from the DMOs own web site; with the
remaining nine criteria covering DMO involvement in ‘external’ 2.0 sites such as
YouTube, flickr, iTunes and on various Social networking Sites such as Facebook
and MySpace.
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Tourism 2.0 for National DMOs
- It is the social aspect that
distinguishes Web 2.0 from Web 1.0.
- Web 2.0 is a social phenomenon
characterised by peer interaction and
collaboration in online communities,
user generated content, participation,
openness, sharing and customer
empowerment
- Web 2.0 is online democracy, with
content being provided by
consumers for consumers
Critical aspect of Web 2.0 is not the technology but rather the way people connect
with each other in online communities.
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Tourism 2.0 for National DMOs
New Tourism Product
Development; for sales and
marketing; the extent to
which new Tourism 2.0
performance measures are
required
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- the use of Web 2.0 for
reputation management,
market research &customer
insight
- the impact of Web 2.0 on
consumer behaviour and
decision-making in global
tourism
- the use of Web 2.0
applications for building
on-going dialogue with
customers; and enhancing the
online customer experience
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Impact - Wikitourism
Mindset
Reputation Management
Market Intelligence, Customer Insight
Consumer Behaviour
Customer Interaction and Engagement
RIA – the Online Customer Experience
New Product Development
Sales and Marketing
Performance Measures
Barriers and Obstacles
Web 2.0 Applications
Social Content – Social Bookmarking
Online Applications/Web Services
Mobile Web; Internet Telephony
Social Network Sites
Podcasts/Vodcasts
Open source
RSS Feeds
Mash Ups
Wikis
Blogs
Characteristics
Communities and Networks
The Internet as the platform
Mass Collaboration
Hosted Services
Social Element
Empowerment
Interactivity
Openness
Sharing
Peering
Global
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Web 2.0 Adoption on the DMOs Own
Web Site
Official DMO Presence on External
Web 2.0 Sites
User Generated Content (UGC) – Text,
Images,
Video, Wiki
Social Networking Sites – Facebook,
MySpace
User Feedback, Opinion and Discussion
Multimedia Sharing Sites – YouTube, Flickr
(FOD)
– Blogs, Forums, Ratings, Favourites, Online
Chat
Rich Internet Applications (RIA) - Web
applications/widgets; Mapping mash-ups;
Podcasts/vodcasts
Podcast Sites – iTunes
Social tagging, Social
bookmarking, Tag Cloud
Travel Blog and Review Sites –
TripAdvisor,
Igougo
Feeds - Content Feeds
Virtual Reality Sites – Second Life
Community - Social Network
Mapping Sites - Google Earth
Tourism 2.0 for National DMOs
• There is a growing level of awareness by DMOs of the
global marketing and customer engagement potential of
Web 2.0. Identified potential benefits included:
• ability to learn more about our customers
• more interactivity, involvement and feedback
• building a more realistic destination image through
richer content
• an additional channel for targeting new customer
segments
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Tourism 2.0 for National DMOs
• Major barriers to Web 2.0 adoption :
• lack of resources and organisational culture
• lack of strategic Web 2.0 direction
• scepticism about the potential benefits of Web 2.0
• political issues with industry stakeholders
• concerns about user generated content
• technology issues
• legal concerns
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Tourism 2.0 for National DMOs - BLOGS
• Blogs as part of Social Media Marketing Tool for National
DMOs
Basics of a Blog for a National DMO (or a Corporation) :
• Find what excites your customers and then build your
community Around that “point of enthusiasm.”
• Humanize Your Brand With Blogs: Build a blog that
emphasizes the human side of your business :
A CASE STUDY: MARIOTT BLOG
Marriott blogs on topics about which he is passionate, including
the hotel’s history as a family business, current events, the travel
industry and politics.
That passion reminds people that Marriott is in fact a real
person—a human face behind the brand.
Marriott routinely responds to individual comments on the blog as
well, whether readers offer suggestions or complaints about service
they’ve received
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Tourism 2.0 for National DMOs - BLOGS
• The blog has yielded tremendous dividends, with
individual posts routinely receiving hundreds of
comments and bookings directly from the blog totaLling
$4 million in incremental revenue since its inception,
according to Marriott. Mr. Marriott commented on this
himself in his own blog as well as on MSNBC t
• A blog can represent the corporate voice in its purest form,
in this case the voice of one man who is committed to
communicating in an unfiltered way with his customers.
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Tourism 2.0 for National DMOs - BLOGS
• To drive traffic to your own site, leave comments in other
relevant communities highlighting your expertise and
Authenticity
• Give context to the content. When you learn more about the
author, you learn more about the content. Grouping content by
social attributes garnered by user profiles gives context to that
information.
• When users on your site have a great conversation or talk up
your brand, show off a little. Since people made those
comments in a public forum, you’re free to use those
comments any way you want. Use them as quotes in your
direct mail or e-mail campaigns, and even should be a part
of your main Web site !
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Tourism 2.0 for National DMOs - BLOGS
• Don’t give up! Building an audience takes time.
• it’s important not to give up when it seems like participation
is low. Write content you believe is relevant to people, and
you’ll continue to get picked up by search engines when
surfers look for that content.
• But don’t panic if you don’t see lots of comments. People
will still be reading, and reading is the first step on the
participation ladder.
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Tourism 2.0 for National DMOs
• What a good site. Social marketing cross industry examples!
http://bit.ly/rblJF
• …through all of the technology that is present in the most
up-to-date smartphones. High end devices can use GPS to
know exactly where you are. They can use accelerometers to
know exactly what direction they’re pointing. They can use a
camera to see what you see, and display graphical
information over it.  Augmented Reality as Lonely Planet
ühttp://www.gomonews.com/take-a-closer-look-at-augmented-reality-aslonely-planet-launches-android-mobile-guides
• http://www.amadeus.com/blog/18/01/collaborative-travel-thebest-way-to-predict-the-future-is-to-invent-it/
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Ways Social Media will change in 2012
• Social Media Will Become a Single, Cohesive Experience
Embedded In Our Activities and Technologies
Social media will no longer be "social media" -- it will be an integrated,
unquestionable component of your online and offline experience. 2010 will
be about integration and a single, cohesive experience across platforms as
well as across products and devices -- Web, mobile, TV, and video -- will
become near-inseparable experiences
• Mobile Will Take Center Stage
Worldwide, the iPhone alone accounts for about 33% of mobile web traffic
and IDC predicts the number of mobile web users will hit one billion by
2010. As the technological barriers come down, people will increasingly use
their phones on-the-go to access social networks, search, read content and
find location-based information
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Ways Social Media will change in 2012
• Open Content / Quality open content
2009 marked the year of open Web, and divergence of content, making
content available anywhere, anytime, by anyone and to everyone; it was
the year content exploded across the web.
In 2010 we will start to see convergence as companies take measures to
own their own content, its location and its cost.
• Women Will Rule Social Media
2009 revealed the growing role women play online. Women make 75% of
all buying decisions for the home, and 85% of all consumer purchases.
Social networks have at least 50% female members, and it is women ages
35-55 who make up the fastest-growing population on Facebook
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Ways Social Media will change in 2010
• Social Media Will Move Into New Domains
As social media becomes integrated into our experiences online, it will have
an impact on verticals such as nonprofit, job training, education, and
health care. University of the People -- a UN-backed initiative to offer free
education in emerging markets -- is using the power of distance learning
and virtual collaboration
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- Users make boards for cities they’ve been to or are interested
in exploring. Within each of their city boards, they add
recommendations for specific venues. New content from the
people who they are following is delivered in a Facebook-like
feed and can easily be saved to their own boards.
Why Pinterest works in the travel industry
(ESPECIALLY destinations)
- At its core, Pinterest is a bookmarking site; a very
visually appealing and addictive bookmarking site.
- But the average user of Pinterest is not simply
bookmarking common links, funny videos and reminders.
Why Pinterest works in the travel industry
- Interactions on Pinterest
are not a reflection of
what our
lives are like, but rather
what we want our lives
to be like.
- Aspirations and
inspirations, if you will.
- And this is a critical point
of understanding
Pinterest. Users are not
sharing images of their
current life, travels or
memories (a la Flickr),
but rather hopes, dreams
and plans for the future
New generation…
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