A presentation given to South Australian Visitor Information Centre managers about social media and digital technology.

1. Lee Hopkins & Ray Goldie
Conversation:
May 2014
advanced communication strategies and tools
are you still in it?
the

2. bit.ly/1ix9HMd

3.  The world today
 Results of survey
 What aVIC could look like
 How to get you there

5.  The increased use of digital technologies by
travellers is creating an ever widening
communication gap between potential
visitors and theVisitor Information Centres
which, unchecked, will bring about their
demise as we know them today
 Prediction NxtStrategic

10.  Inspiration: A fresh opportunity to reach
travellers online
 Most consider the web to be important for travel
research and planning, but the web is also a
fundamental source of inspiration for new travel.
Search remains key for leisure and business
travellers as they seek a variety of content and
information online.

11.  Multi-screen world: research across devices
 Travel planning is no longer limited to a single
screen.Travellers move sequentially across devices
to complete tasks, often with search being the
unifying activity.

12.  Online video: A traveller's constant
companion
 Travellers are watching more videos online to help
make decisions — where to go, what to do, how to
book. Business and leisure travellers create and
share online videos of their trips

13. 68%began researching
online before they
decided where or
how to travel

14. 42%are more likely to
use their smartphone or
tablet for travel- or
vacation-related
information while
on a trip
versus 33% in 2012

15. “Search remains the #1 source
for leisure travellers and #3
source for business travellers”

16. “Once at a destination, 58% of
leisure travellers rely on online
sources to evaluate local
activities”

17.  Of those who use smartphones for travel
planning:
1 in 4
book their trip via
smartphone.
Air: 19%
Hotel: 25%
Cruise: 29%
Car: 25%

18.  Percentage of travellers who watch online
travel videos:
51%of leisure travellers
vs. 45% in 2012

19.  Inspiration: A fresh opportunity to reach
travellers online
 Develop stronger digital strategies to reach
consumers early and inspire new travel before the
consideration phase. Search is a key resource for
travellers, making it an essential channel for
marketers as well

20.  Multi-screen world: research activities are
done across devices
 Connect with travellers across devices.A
booking on one device can directly or
indirectly result from a previous research or
activity on another device

21.  Online video: A traveller's constant
companion
 Develop and promote video content that allows
you to bring the sights and sounds of your
destination, property or product

22. 13.0 12.5
6.4
3.7
2.5
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
Key web properties

23. Facebook
Australia
On Facebook Population
Facebook
Australia

24. Bolster
a company’s
Reputation
Correct
inaccurate
Rumours
Provide
correct
Information
Tell
the company’s
Story
Address
unhappy
Customers
Source: Hopkins & Magee, 2009

26. To provide an overview of the use of
DigitalTechnologies by theVisitor
Information Centres in South Australia
and to make comment and
recommendations on their future use by
the Centres

27. What was surprising was that the gap was so
wide
68% began researching online before they
decided where or how to travel,
42% said they are more likely to use their smart
phone or tablet for vacation information while
on a trip

28. What was not surprising was what theVisitor
Information Centres were continuing to do
so well:
Informing, providing great local knowledge,
friendliness and enthusiasm

29.  Minimal digital devices
 Majority of websites old fashion and
unfriendly

30.  Use of Social Media platforms
 Blogging None
 Facebook 50%
 Twitter 12%
 E newsletter 24%
 YouTube 12%
 Pinterest None
 Instagram None.

31.  Question
 Are visitors becoming more self-reliant
through the use of online services?
 100% saidYes

32.  Question - Is the market diminishing or
expanding?
 Diminishing 50% ,
 Stable 12%
 Increasing 38%

33.  Question
 How digitally smart are the local operators
are they ahead or behind of current trends
 Behind 66.6%
 Ahead 33.3%

34. Question
Do you have the resources and knowledge to
cope with the inevitable changes happening at
the moment and the future?
 Yes 50%
 No 50%

35.  Minimal or no ATTENTION as to the impact
the use of digital devises and platforms are
having on the tourism industry
 VIC’s are limited in how they can
communicate with potential customers

36. Blue sky dreaming

46. 1 Setting up your digital strategy
2 Develop content
3 Set up a communications plan

47. Setting up your digital strategy
 Step1: Gain Commitment
 Step2: Put digital strategies on the agenda
 Step3: Start the education process
 Step 4: Live campaigns
 Step 5: Keep Building

48. VIC’s are well placed in developing a content
library

49.  Communications Plan:
 A well constructed Communications plan will
place the Centres into all relevant
conversations at all levels of the visitors
consideration and decision making

50.  Don’t have time
 Well what if ……………..You were
guaranteed you could expand your business
four to tenfold (in visitors and sales) with a
minimal financial cost or risk—would you find
the time to investigate their offer?

51.  The biggest challenge will be managing the
the change

52.  Visitor Information Centres of the future who
embrace the new technologies will be
thrivingTourism Hubs both online and at
their bricks and mortar sites.
 Prediction NxtStrategic

53.  Tel Ray: 0411 553 688 :: Tel Lee: 0410 642 052
 Email: Ray@NxtStrategic.com.au
Lee@NxtStrategic.com.au
 Links: http://bit.ly/1ix9HMd
 This presentation is available for viewing at Slideshare.net/LeeHopkins