Best Practices and 5 Steps "How to Use Online-PR in Travel & Tourism" and build up relations with new multipliers in the Travel- & Tourism-Business. Presentation at eBusiness Academy of European Travel Commission in Belgrade, 2010.

1. Puttingthe Public back into PR in Travel & Tourism eBusinessAcademy, European Travel Commission Belgrade, 22. October 2010

2. 2

3. 3

4. How to ....... design digital relations to thepublic in travel & tourism? 4

5. A powerful global Conversationhas begun ... 5

6. A powerful global Conversation has begun ... – morethan 10 yearsago! 6 95 Theses Markets areConversations. Markets consist of human beings, notdemographicsectors. Conversationsamong human beingssound human. Theyareconducted in a human voice. ...

7. PR 2.0 = real human beingsspeak in a human voice on the behalf of corporations 7

8. 8

9. 9 Were-tweetthe best of yourtweets

10. „Ourpeoplegluecommunitytogether“ 10

11. Classified - Internal use our home page isn’t just coke.com, it is google.com Source: US Travelcom-Expo, Feb 2010, Dallas USA Outsidethe Industry Innovator of theYearAward: The Coca-Cola Company, KariBjorhus,

12. Classified - Internal use and today, I’d say… our home page isn’t just coke.com, it is google.comand hyves.nland twitter.comand youtube.comand facebook.comand studiVZ.net Source: US Travelcom-Expo, Feb 2010, Dallas USA - The Coca-Cola Company, KariBjorhus http://www.slideshare.net/travelcom/outside-the-industry-innovator-of-the-year-award-the-cocacola-company-kari-bjorhus

13. Public Relations 1.0 Journalists

14. Public Relations 1.0 – TheProcess Press- & Media Services (+ PR Webpage) Media-Support Presse-Release Journalists Massmedia & Specials Target Groups Modified from: Lommatzsch 2008, Der Social Media Release

15. PR in Travel & Tourism - Today Press- & Media Services / Online Newsroom Suchmaschinen RSS, PR-Newsroom Media Support JournalistsBlogger Multiplikatoren Fach-, Massen- & Onlinemedien Ziel- und Bezugsgruppen Social Media im Tourismus Modified from: Lommatzsch 2008, Der Social Media Release

16. New Processes. PR 2.0 in tourism Press- & Media-Services / Digital Newsroom Search-Engines RSS, PR-Newsroom Media-Support JournalistsBloggers Multipliers Mass-, Special- & Online Media People Social Media in Travel & Tourism Modified from: Lommatzsch 2008, Der Social Media Release

17. Whatis Online PR / PR 2.0? 17 “Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR

19. Format: story

20. Searchable: no

21. Trackable: placements

22. Lifespan: usually short

23. Age: < 5 years

24. Format: multimedia

25. Searchable: yes

26. Trackable: variable

28. Engagement.In Five Steps ...... to Engage in Meaningful Relations withthe Public. 20

29. First. TheStrategy.Definewhereyouwant to be! 21

30. More Stakeholders to Connect ... 22 Visitors New Media (Journalists, Bloggers ...) Partners (Travel- & Marketing) Tourism Industry

31. One Objective. Threeways to go. 23 Strategy 1 Listen 2012 Today Strategy 2 Talk Strategy 3 Support Thisiswhatwepeoplewant to talkaboutus

32. Tool: Travel 2.0 MatrixFix Online PRActivities and Ressources. 24 What do wewantto do?

33. Travel 2.0 MatrixFix Online PR Goals and Ressources. 25 Whoisresponsible? PR-Team, Online-Team, PR-Agency ...

35. FreeTools – Do It Yourself!

36. SocialMonitoringSpecialists

37. Web Monitoring Tools

38. Web Analytics Tools

39. Brand & Reputation Tools

41. Talk.Interactwith relevant Stakeholder. 28

42. Oh – sorry.ThisisTalking to the Public 29

43. Talk. With Pictures. 10.000 views 300 UG Photos /1 year. 30 Source: Kristin Geruschke, Manager CRM/eCommerce TUI Cruises, EyeForTravelSummit 2010, Prague

44. Enabling Talks aboutyour Brand. 31

45. UnplannedTalks. UseChances! 32 Source: http://twitpic.com/1hjhmv

46. Support istheNew Marketing. 33

47. SupportMakesPromotionUseful. 34 "Addingthesechicagospecific badgesencouragesusers to try out newbusinesses and promotelesser-knownlandmarks."

48. SupportMakesPromotionUseful. 35 "Addingthesechicagospecific badgesencouragesusers to try out newbusinesses and promotelesser-knownlandmarks."

49. Support is „Experience“-PR.FromSatisfaction to Enthusiasm. 36

50. #second. Tactics.UsingtheTools ourGuestsareUsing. 37 Ratings & Reviews Blogs Videos Wikis Communities & Social Networks APPs & Mobile

51. 38 Your PR Toolbox ... Surveys Photography TV interviews Press releases Competitions VNR Radio interviews Press trips Media relations Stunts Advertorials Audio features Investor relations White papers Stunts Guerrilla activity Newsletters Internal communications Brand publications Interviews Reputation Management Events Stakeholder relations Conferences Brand ambassador activity Crisis Management Press briefings Product launches Source: http://www.slideshare.net/renaissancechambara/090326-online-pr

52. 39 Has gotevenbigger ... Infographics Online surveytorials Surveys Search Engine Optimised Releases Online surveys Online monitoring Press release distribution Webcasts Photography TV interviews Online media centres Skypecasts Press releases Tagged photography Competitions VNR Webchats Social media releases Online media relations Radio interviews Press trips Media relations Stunts Podcasts/Vodcasts Internet radio Blogger relations Mashups Advertorials Audio features Investor relations Virtual World events White papers Stunts Guerrilla activity RSS feeds Microblogs Viral Folksonomies Widgets Newsletters Social network APIs Search Engine Optimised brand publications Online Reputation Management Internal communications Brand publications Internal blogs WIKI’s Corporate/Brand blogs Interviews Reputation Management Events Stakeholder relations Conferences Forums/Boards/Comments Stakeholder mapping Brand ambassador activity Crisis Management Dark blogs Social Search Crowdsourcing Social Tagging Product launches Press briefings P2P Social Bookmarking Social Networking Social Networking events Source: http://www.slideshare.net/renaissancechambara/090326-online-pr

53. #third. New PR Tools in Travel & Tourism * Important: Online PR-Keywords, Tags, Like Button, ... ** Blogger, Twitter, Scribd,Issue, Slideshare...

54. YouarenotAlone.Support Engagement of your Industry. 41 Source: Justin Reid, Visit Britain, Head of Digital & Social Media, Eye for Travel SummitPrague 2010

55. #fourth. Fix aBaseline.Fix Activitiesin aTimeline. 42 Before Start FB / Online PR / Blog / Twitter / XING / FlickR...

56. #fifth. Measure.100WaystoMeasureSocialMedia 43 Source: David Berkowitzhttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html#axzz0x0o6OzSM

57. #fifth. Measure.LeavetheAnalyzingdo theAnalysts! 44 Source: David Berkowitzhttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html#axzz0x0o6OzSM

59. Tellthem to engage

60. Tellthem to listen.

61. Tell them to supportwithstories.

62. Listenagain.

63. Measuretheresults.

64. Learn. Tryagain.