Transcript Destination Marcom 1: Social Media slidedeck File

DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
DESTINATION MARCOM 1:
SOCIAL MEDIA (SOME)
ANNOUNCEMENTS
 Monday – trip to Rock & Lake
leave from school at 13:00;
 Return 16:30
 Wednesday – Midterm
 Thursday – no class
 Tue, May 10 – Sustainable
Destination Marketing
Presentations; Dress Like a Tourist
 Wed, May 11 – written reports &
presentation slide decks for client
project due by midnight
 Thu, May12 – client presentations
 Fri, May 13 – Final Exam
SESSION 6
PREVIEW
MARCOM 1: SOCIAL MEDIA
Destination Marketing and SOME
The influence of SOME in
travel and tourism
Destinations & Web 2.0
SOME marketing &
destinations
Rock and Lake Client
Workshop
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
SESSION 6
PREVIEW
MARCOM 1: SOCIAL MEDIA
Destination Marketing and SOME
The influence of SOME in
travel and tourism
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
Paradigm shift for customers and marketers
• Almost half the world’s population now internet users
Asia
Europe
Latin America/
Caribbean
North America
Africa
Middle East
Oceania/ Australia
World Total
Internet users
Dec 2000
(millions)
Internet users
June 2014
(millions)
Penetration of
population
% of table
114,304
105,096
18,069
1,386,188
582, 441
320,312
34.7%
70.5%
52.3%
45.7
19.2
10.5
108,096
4,514
3,284
7,620
360,985
310,322
297,886
111,809
26,789
3,3035,749
87.7%
26.5%
48.3%
72.9%
42.3%
10.2
9.8
3.7
0.9
100.0
• By 2020 an estimated 30 billion connected devices
• Mobile-only internet users – from 14 million in 2010 to
788 million in 2015
Changes in European travellers’ booking methods
2003
2013
Travel agent
65%
18%
Phone
22%
5%
Internet
13%
76%
Source: Adapted from Oliveira and Panyik (2015)
How travellers are using social media
• Travel planning
– High credibility of social media recommendations versus
traditional advertising
• During travel
– Onward planning, staying in touch, sharing experiences
– Many deviate from original plans while travelling
• After travel
– Sharing information about holiday experiences
• With strangers on community sites such as TripAdvisor
• With friends on social networking sites such as Twitter
and Facebook
TripAdvisor's top 10 destinations for 2014
Rank
Destination
Change from 2013
1
Istanbul, Turkey
+11
2
Rome, Italy
3
London, England
4
Beijing, China
5
Prague, Czech Republic
6
Marrakech, Morocco
7
Paris, France
8
Hanoi, Vietnam
New
9
Siem Reap, Cambodia
+14
10
Shanghai, China
+12
+2
0
+17
+4
+13
-6
SESSION 6
PREVIEW
MARCOM 1: SOCIAL MEDIA
Destination Marketing & SOME
The influence of SOME in
travel and tourism
Destinations & Web 2.0
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
Top 10 destinations on social media (December, 2014)
Skift
Facebook likes
score
Twitter
Instagram
followers
followers
YouTube views
813
1,172,001
74,363
126,286
3,123,442
Walt Disney World Resorts
811
15,077,512
903,945
890,622
189,972,767
Tourism Australia
805
6,319,867
189,118
1,045,523
30,828,249
Visit Philly
743
437,874
90,408
31,453
720,739
US Dept. of the Interior
733
88,644
260,526
436,773
760,506
Visit Florida
720
632,470
86,966
10,760
11,680,183
Visit Argentina
714
577,611
24,233
2,617
2,881,150
Visit Colorado
714
476,200
99,653
26,832
2,638,863
Explore Georgia
712
270,855
52,581
13,879
66,587
Discover Los Angeles
710
1,145,758
99,322
69,473
1,541,249
Tourism and Events
Queensland
Source: Adapted from Manalo (2015)
How destination marketers are using social media
• User Generated Content (UGC) overwhelming traditional
destination advertising
• Destination marketers losing control of destination brand
image
• New approach required to effectively engage with consumers in
a meaningful way
• Social media are media (from written to visual to audio) that are
designed to be shared.
– Sharing means easy to:
• Comment on
• Copy and send the media
Content Marketing
A process that includes an understanding of all the content your brand is
creating, those for whom it is intended, and to what purpose
– Content elements:
• Substance: Who are you trying to reach, and why?
• Structure: Where is your content? How is it organized? How do
people find your content?
– Translating your brand essence:
• Summing up the unique attributes of a brand and the basis for its
emotional connection with customers
• Defining a tone of voice for your barnd the style in which it engages
with its customers
• Matching content to your customers’ needs at whichever stage they
are in the experience or customer journey
• Creating content that impacts people enough to make them want to
share
SESSION 6
PREVIEW
MARCOM 1: SOCIAL MEDIA
Destination Marketing and SOME
The influence of SOME in
travel and tourism
Destinations & Web 2.0
SOME marketing &
destinations
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
Podcast link
• Reinventing Travel Brands Through Modern Storytelling
• https://soundcloud.com/skift-podcast/reinventing-travel-
brands-through-modern-content-marketing
SESSION 6
PREVIEW
MARCOM 1: SOCIAL MEDIA
Destination Marketing and SOME
The influence of SOME in
travel and tourism
Destinations & Web 2.0
SOME marketing &
destinations
Rock and Lake Client Workshop
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
Assignment: Content Audit
• An audit of all of the existing digital content supplied by
the destination – the website and social media.
• Purpose: to see how Rock and Lake and its competitors
compare on key content marketing variables
• Process: each team will be responsible for conducting a
content audit on Rock and Lake and its competitor types from
the perspective of one of the traveler types assigned to your
team.
• Plan of Action:
– Step 1. As a team, identify which competitors your team will benchmark
– Step 2. As a team, develop an audit plan (what will you be looking for)
and conduct your audits.
– Step 3. Post team reports where indicated at MyCourses.