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Web 2.0 and Destination Marketing

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Martin Schobert
Martin Schobert

1) The document discusses how social media and Web 2.0 can be relevant for destination marketing organizations (DMOs) and their stakeholders. 2) It outlines the DMO's objectives in using social media including operating their brand online, drawing guest attention to their brand, and listening to feedback. 3) The key actions identified for DMOs in social media are to listen, talk, and support travel information online through dialogue with potential guests.

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Web 2.0 and Destination Marketing Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office
If everybody of this audience tell‘s his experience online … … would it still sounds like Austria?
What you can expact today What? The Actions. To Whom? The Stakeholders. Why? The Benefit. Is social web relevant for DMO?
What you can expact today What? The Objectives. To Whom? The Stakeholders. Why? The Benefit. Is social web relevant for DMO?
Traveller‘s View on Destinations
Traveller‘s View on Destinations cards videos blogs pictures communities ads news UGC DMO
 
operate brand the way you want to.
DMO‘s Objectives & Challenge is ,[object Object],[object Object],[object Object],[object Object]
But why is Social Media important?
Reichweiten im WWW
To Whom? The Stakeholders. Is social web relevant for DMO‘s? Why? The Benefit.
How people use Social Technologies
Different Social Media Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],24% 37% 21% 51% 73% 14% 19% 6% 29% 49% 9% 12% 4% 21% 38% USA EU D Jap Percentage adults 18+, multi-answers possible source:Forrester Research 2009, http://www.forrester.com/Groundswell/profile_tool.html 34% 30% 11% 26% 69%
ALL DMO Stakeholders Social Web Anteil aller Erwachsenen, Mehrfachnennung möglich Quelle: http://www.forrester.com/Groundswell Consumer / Guests Journalists & Press Partner (B2B) Employees
To Whom? The Stakeholders. Is social web relevant for DMO‘s? What? The Actions. Why? The Benefit.
ANTO‘s Key-Actions Social Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Functions and Tools at Social Web
Funktionen und Tools im Social Web
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder USA
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder Japan
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder France
 
 
 
 
 
 
 
Support-Requests at Social Web
Content Aggregation of Social Web ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Conclusion - Social Media Tools Focus on people – not tools!
[object Object],[object Object],[object Object],[object Object],Conclusion 2 - Social Media Stakeholder All social media is local !
Last: How to find the right Social Media? Partners Press Employees Users Support Talk Listen Blogs Communities       Widgets Videos Wikis Ratings & Reviews
 
I am glad if I could help to broader yours … Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office http://blog.austriatourism.com

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Web 2.0 and Destination Marketing

Hinweis der Redaktion

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