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Endfassung Ed & Martin BKK

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Folien zur Session "Glaubwürdig Gäste Gewinnen" gehalten von Mag. Martin Schobert (Österreichwerbung) und Mag. Ed Wohlfahrt (Ed Wohlfahrt PR & Social Media) im Rahmen des 3. Tourismustages in Bad Kleinkirchheim am 5. Juni 2008

Veröffentlicht in: Business
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Endfassung Ed & Martin BKK

  1. 1. Glaubwürdig Gäste Gewinnen im Web 2.0 Eine Doppelconference mit Ed Wohlfahrt & Martin Schobert 3. Tourismustag - 4. und 5. Juni 2008, Bad Kleinkirchheim Tourismus und Gesundheit im alpinen Raum
  2. 2. 3. Tourismustag - 4. und 5. Juni 2008, Bad Kleinkirchheim Tourismus und Gesundheit im alpinen Raum Agenda. <ul><li>Wohin die Reise geht. </li></ul><ul><li>Und was geht mich das an? </li></ul><ul><li>Was ist „neuer“ Content – und glaubwürdig? </li></ul><ul><li>Kundenbindung durch Dialog </li></ul><ul><li>Was kann ich selbst tun? </li></ul><ul><li>Ein Blick in die Praxis </li></ul>
  3. 3. Read Buy Publish Trade 1994 2003 Talk 2006 77M 1000M 500M Users Information Kommunikation Netzwerke 1998 2000 400M Die 3 Phasen des Internet Relate?
  4. 4. <ul><li>Phänomen Myspace </li></ul><ul><li>Craigslist </li></ul><ul><li>Etc. </li></ul>4th USA February 2008
  5. 5. Globale Marken – global genutzt.
  6. 7. <ul><li>Bringt Aufmerksamkeit </li></ul><ul><li>Sorgt für (Kunden-) Verblüffung </li></ul><ul><li>X-trem hoher Einfluss auf Kaufentscheidung </li></ul><ul><li>Zentrale Voraussetzung für Kundenbindung </li></ul>Zentrales Gut Glaubwürdigkeit
  7. 9. Wem wir vertrauen Menschen von denen wir annehmen dass sie... <ul><li>ähnlich „ticken“ wie wir selbst </li></ul><ul><li>ähnliche Bedürfnisse entwickeln wir wir selbst </li></ul><ul><li>ähnliche Lebensumstände haben wie wir selbst (zB. Familie mit Kleinkind) </li></ul>Wichtig: Meinungen sind IMMER interessanter als Fakten!
  8. 10. Wann wir vertrauen <ul><li>wenn wir „abgeholt“ werden </li></ul><ul><li>wenn uns jemand zuhört als Mensch sieht und nicht primär als Gast / Kunde </li></ul><ul><li>wenn uns jemand gar nichts verkaufen will </li></ul><ul><li>wenn wir Inhalte vorfinden, die wir in dieser Form nicht kennen oder erwarten, da sie nicht primär werblichen oder marketingtechnischen Ursprungs sind </li></ul>
  9. 11. Glaubwürdig Handeln <ul><li>Weg von den geschönten Inhalten </li></ul><ul><li>Weg von der Massenansprache </li></ul><ul><li>Auch mit einzelnen sprechen (vernetzte Multiplikatoren) </li></ul><ul><li>Hin zu authentischem Inhalt </li></ul><ul><li>Hin zum mehr Gästenutzen </li></ul><ul><li>Hin zum Dialog </li></ul>
  10. 12. Strandnähe...
  11. 13. Mundpropaganda
  12. 14. Mundpropaganda online
  13. 15. Blogs. Communities. Reiseberichte.
  14. 16. Direkt zum Ziel? Gäste.
  15. 17. Neue Tourismussprecher <ul><li>Bad Kleinkirchheim Februar 2008- wir kamen, aßen, tranken usw;) </li></ul><ul><li>Bad Kleinkirchheim, St. Oswald - Do spült die Musik </li></ul><ul><li>Thermal Römerbad Bad Kleinkirchheim - wir brauchen es! </li></ul>Gruppen auf Studi VZ
  16. 18. Neue Tourismussprecher
  17. 19. Neue Tourismussprecher
  18. 20. Neue Tourismussprecher Alle die auf Wikipedia.de über Bad Kleinkirchheim schreiben
  19. 21. Sie brauchen eine Online Identität
  20. 23. Loveable and Linkable
  21. 25. <ul><li>Die neue Medienumgebung verstehen lernen </li></ul><ul><li>Die verkrampfte Kontrolle über Inhalte abgeben aber </li></ul><ul><li>LUSTVOLL </li></ul><ul><li>Das geänderte Userverhalten nutzbar machen </li></ul><ul><li>Teil der Community werden </li></ul><ul><li>An den online Gesprächen teilnehmen auch passiv... </li></ul>Was also tun?
  22. 26. Glaubwürdige Inhalte <ul><li>Authentische Information </li></ul><ul><li>Geschichten erzählen </li></ul><ul><li>Dialog statt Monolog (Gäste zu Wort kommen lassen) </li></ul><ul><li>Transparenz (Beispiel Kitzbühel & Holidaycheck) </li></ul><ul><li>Originäre Inhalte jenseits ausgetretener Pfade </li></ul>
  23. 27. Am Mittwoch hat es geregnet - wohin mit zwei quicklebendigen Kids (8 und 7 Jahre)? Da kommt mir doch der neuangelegte Flusskatzenweg in Annaberg gerade recht! Rein in das Regenzeug und hinunter zur Lammer. Dort sind die Kinder weg von der Stra ß e und k ö n nen unbek ü mert durch den Wald laufen... Beispiele für authentische Inhalte
  24. 29. Bedingungslose Kunden-orientierung
  25. 30. Bedürfnisse erfüllen <ul><li>Fülle von Angeboten, daher stärkere Selektion nötig. Orientierung. </li></ul><ul><li>Gestiegene Nutzungskompetenz, daher besser Auswahl möglich </li></ul><ul><li>Bessere Technologien, daher besserer Vergleich </li></ul>Angebotsorientiert Nachfrageorientiert Das bedeutet: Usability, Findability, Accessability und besonders Content Usability müssen radikal auf die Nachfrage der User abgestimmt werden. Marketingtexte und „Vanilla Paragraphen“ und „Angebots-Vielfalt“ der Destination zu kommunizieren werden als störend empfunden.
  26. 31. Aufmerksamkeitsverteiler <ul><li>ÖW Website </li></ul>Communities Social Bookmarking Anbieter Communities
  27. 32. Kontextualisierung <ul><li>Erfolgreiche Konzepte im Web versuchen das Bedürfnis der Benutzer zu „erraten“ </li></ul><ul><li>Die Darstellung von relevanten verwandten Items hilft den Benutzer zum gewünschten Produkt zu führen </li></ul>
  28. 33. Quelle: http://www.istockphoto.com Besser zuhören mit RSS
  29. 34. Quelle: http://www.istockphoto.com
  30. 36. RSS-Reader (Gratis-Software)
  31. 37. RSS einsetzen / Beispiele
  32. 38. http://www.blogsearch.google.at Google Blogsuche:
  33. 39. Kleiner Trick - große Wirkung
  34. 40. Mit RSS beobachten & zuhören
  35. 41. Den Überblick bewahren...
  36. 42. Was tut die Konkurrenz..?
  37. 43. Zuhören!
  38. 44. Beispiel
  39. 45. Google - Alerts Kleiner Trick, große Wirkung
  40. 46. 1. Auf google.at gehen
  41. 47. 2. “more” => “even more” anklicken
  42. 48. 3. Dienst auswählen
  43. 49. 4. Google-Account erstellen (gratis)
  44. 50. 5. Alerts anlegen & verwalten
  45. 51. 6. Via eMail informiert bleiben
  46. 53. Fazit. Wo geht die Reise hin … <ul><li>Emotion </li></ul><ul><li>unverwechselbare Kernbotschaft (USP) emotional aufladen </li></ul><ul><li>Emotionale Ihre Kern-Zielgruppen ansprechen </li></ul><ul><li>„ Spielerische“ Elemente, bewegte Bilder, ... </li></ul><ul><li>Information </li></ul><ul><li>Breite im Angebot (Long Tail, Mash-Up relevanten Contents, …) </li></ul><ul><li>Tiefe in der Darstellung (Kontextualisierung, Best Of, …) </li></ul><ul><li>Beantwortung von Fragen anstatt Angebotsdarstellung </li></ul><ul><li>Interaktion </li></ul><ul><li>Direkt zum Ziel = konkretes Bedürfnis potentieller Gäste erfüllen </li></ul><ul><li>Mit dem User in einen Dialog treten, dadurch entsteht Aktion </li></ul><ul><li>Messbare Ergebnisse und Nutzen - für User und Touristiker </li></ul>Reine Information reicht nicht mehr …
  47. 54. (Re)kombi-nieren statt erfinden. Best Practices.
  48. 55. Blogger als Multiplikatoren <ul><li>US Wineblog </li></ul><ul><li>http://basicjuice.blogs.com </li></ul><ul><li>ÖW NYC organisiert best of - tour durch Österreich </li></ul>
  49. 56. PR in Audio & Video Podcasts <ul><li>http://www.ijourneys.com/ </li></ul><ul><li>Elyse Weiner </li></ul><ul><li>Emmy-Gewinnerin </li></ul><ul><li>veröffentlicht Podcasts weltweit </li></ul><ul><li>Wien und Salzburg </li></ul><ul><li>US-$ 14,95 für Download </li></ul>
  50. 57. Blogger auf „Pressereise“ <ul><li>Leslie Woit </li></ul><ul><li>Reisejournalistin </li></ul><ul><li>http://www.austriandiary.blogspot.com/ </li></ul><ul><li>Sommer 2007: Sennerin Maria Alm </li></ul><ul><li>bloggt mit 18 Milchkühen ihr ganz persönliches Abenteuer </li></ul><ul><li>Stories über Leslie in „easier travel“ & „the guardian“ </li></ul>
  51. 59. Wirtin aus Leidenschaft … <ul><li>Gletscherblog </li></ul><ul><li>Gastwirt & Hoteliere </li></ul>
  52. 62. Aber – Touristiker SIND Experten ... <ul><li>blog.austria.info </li></ul><ul><li>ÖWerber bloggen </li></ul><ul><li>Experten als Gastblogger </li></ul><ul><li>Corporate Blog </li></ul><ul><li>Seit Jänner 2007 </li></ul><ul><li>dzt. durchschnittlich 6.000 Visitors pro Monat </li></ul>
  53. 63. Foto-, Video- & Reise-Communities
  54. 64. Speising.net <ul><li>Content-Kooperation </li></ul><ul><li>Kulinarik-Plattform www.speising.net </li></ul><ul><li>70.000 Uniques / Monat </li></ul><ul><li>> 3.000 Mitglieder </li></ul><ul><li>zusätzlich zu Essen & Trinken wurde Reise-Content als 3. Schwerpunkt integriert </li></ul>
  55. 65. Facebook <ul><li>„ Fan“-Gruppe in bestehendem Social Network z.B. Tirol mit: </li></ul><ul><li>200.000 neue User/Tag! </li></ul><ul><li>Mitglieder-Stand per 11.11.07: </li></ul><ul><li>USA: 21.371.920 Kanada: 7.857.540 GB: 7.362.380 Australien: 1.902.120 Türkei: 1.247.360 </li></ul>
  56. 66. http://blog.austriatourism.com <ul><li>R&D-Mitarbeiter bloggen </li></ul><ul><li>Ziel Wissensvermittlung </li></ul><ul><li>Ziel Dialog Corporate Blog </li></ul><ul><li>Seit Jänner 2008 </li></ul>
  57. 67. http://XING.com/ <ul><li>XING (früher openBC) </li></ul><ul><li>Social Network </li></ul><ul><li>2,490.000 User (1/2008) </li></ul><ul><li>Ziel Business Networking </li></ul><ul><li>Ziel Dialog unter österreichischen TouristikerInnen </li></ul><ul><li>Start im Juni 2008 </li></ul>
  58. 68. Zum Aufbruch noch ein Geschenk... Ed Wohlfahrt Mag. Martin Schobert

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