Travel 2.0 - A Guidebook to the Industry

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Enter Conference 2009 Amsterdam - An insight into the 2. edition of the Travel 2.0 Guidebook including an overview to Social Web Activities of the Austrian National Tourist Office and Learnings out of our doings ...

Reisen

Travel 2.0 A Guidebook for Tourism Martin Schobert [email_address] Austrian National Tourist Office Web 2.0 for destinations - a fancy trend or must?

A beautiful forest is more than a tree …

Travel 2.0 in Austria. A Guidebook for the Industry.

Today: Insight into 2. Edition What? The Objectives. To Whom? The Stakeholders. Why? The Benefit. … is Travel2.0 relevant?

What to consider? Objectives Stakeholders Tools

Social Media Tools & ANTO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus on people – not tools!

Social Media Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus on people – not tools!

User / Consumer Journalists & Press Partner (B2B) Employees The Stakeholders.

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

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],6% 20% 11% 22% 47% 14% 14% 19% 6% 16% 49% 44% 11% 14% 4% 17% 38% 53% USA EU D Jap Percentage of adults, multiple answers possible Source: http://www.forrester.com/Groundswell 35% 32% 12% 30% 72% 19% The User as Stakeholder

All Social Media is local! source: http://przwonull.de/eintrag.php?id=126 Conclusion 1

Blogs ,[object Object],Widgets Videos Wikis Ratings & Reviews Conclusion 3: combine & decide Listen Talk Support Guest Employees Partner (B2B) Journalists & Press

Martin Schobert Austrian National Tourist Office, Head of Research & Development blog.austriatourism.com, linkedin, xing, … Enter, Amsterdam, January 2009 EXPLORING & LEARNING – STEP BY STEP.

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Travel 2.0 - A Guidebook to the Industry

1. Travel 2.0 A Guidebook for Tourism Martin Schobert [email_address] Austrian National Tourist Office Web 2.0 for destinations - a fancy trend or must?

2. A beautiful forest is more than a tree …

3. Travel 2.0 in Austria. A Guidebook for the Industry.

4. Today: Insight into 2. Edition What? The Objectives. To Whom? The Stakeholders. Why? The Benefit. … is Travel2.0 relevant?

5. persons involved site structure & definition of „action“ websearch (search engine optimization / marketing) eMarketing / online yield management social web / web 2.0 (online but offsite) attracts user‘s attention through „google‘s page 1“ Why? Online Brand Management „ content is king!“ … how to operate touristic brands in the world wide web?

6. Challenge is … … to operate the Brand online – but offsite!

8. operate brand the way you want to.

9. What to consider? Objectives Stakeholders Tools

10.

11.

12.

13. User / Consumer Journalists & Press Partner (B2B) Employees The Stakeholders.

14. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder USA

15. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder Japan

16. source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html International Stakeholder France

17.

18. All Social Media is local! source: http://przwonull.de/eintrag.php?id=126 Conclusion 1

19. All Social Media is local! source: http://przwonull.de/eintrag.php?id=126 Conclusion 1 + 2 Sales follow Brand follows Talks

20.

21. Martin Schobert Austrian National Tourist Office, Head of Research & Development blog.austriatourism.com, linkedin, xing, … Enter, Amsterdam, January 2009 EXPLORING & LEARNING – STEP BY STEP.

Travel 2.0 - A Guidebook to the Industry

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