This workshop was presented by Tess Dryza at Tourism Tasmania's Digital Marketing seminar for tourism operators in Launceston Sept 2009.

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4. Traditionally citizens and consumers looked to established authorities for information and made
decisions b
d i i based on th i perspective. I thi l d
d their ti In this landscape corporate communications h d significant
t i ti had i ifi t
influence.
Today, with greater cynicism and access to broader knowledge, citizens and consumers are more
likely to look to peers for opinion and to hear their experience of a product or service. They seek
like-minded, independent opinion and will find this through word of mouth, search engine driven
research, user groups and micro-blogging.
This diagram demonstrates this shift and how tapping into the influencers can open up great pass-
pass
on power.
Source: Jonathan Boehman and David Weigelt from Dot boom: Marketing to baby Boomers
through Meaningful Online Engagement http://dotboombook.wordpress.com/about/
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8. Pass-on power
Importance of clear call to action
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9. A recent industry booklet from Sustainable Tourism Cooperative Research Centre (STCRC) has
revealed th power of i t
l d the f interactive web t l or user-generated content (UGC), in i fl
ti b tools, t d t t (UGC) i influencing
i
consumer’s travel plans.
The research has revealed that almost a third of people think interactive web tools such as
blogs, reviews and star ratings are ‘very influential’ in their holiday planning, with a further
50% saying these tools have ‘certain influence’ on their travel decisions.
91% of the 12 500 Australian travellers surveyed still rate state tourism websites as being the
12,500
most trusted source of travel information with 61% saying they felt these sites could be further
enhanced with the addition of a UGC feature to capture the comments of ‘real’ travellers.
Source: CRC Tourism
Report available at:
http://www.crctourism.com.au/WMS/Upload/Resources/100049Cox_ConGenWebMarketingWEB.
http://www crctourism com au/WMS/Upload/Resources/100049Cox ConGenWebMarketingWEB
pdf
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10. Nielsen Online shows that: Social networks and blogs are now the 4th most popular online activity
ahead of personal email, M b communities are visited by 67% of th global online population,
h d f l il Member iti i it d b f the l b l li l ti
time spent is growing at 3 times the overall internet rate, accounting for almost 10% of all internet
time.
comScore just realised the latest Australian social media statistics:
Twitter had 800,000 Australian visitors in June 09, up from 13,000 in June 08 (607% increase)
3 out of 4 Australians Visited a Social Networking Site in June
Nearly 9 million Australians visited social networking sites in June
Facebook led as the most visited (now more than 6 million)
Google Sites ranked as the most visited property in Australia in June with 10.7 million visitors, 78
percent of whom were visitors to social networking sites and 16 percent of whom were heavy
social networkers. Microsoft Sites ranked as the second largest property with 9.5 million visitors,
followed by Facebook.com at #3 with 6.1 million visitors.
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12. http://www.islandreefjob.com/
Tourism Queensland's "Best job in the world" campaign to find a caretaker for an Australian
paradise island has scooped the two top awards at the Cannes Lions International Advertising
Festival.
The campaign, developed by the Brisbane-based agency of Nitro, began with worldwide classified
advertising seeking applicants for an "island caretaker" with a salary of $150,000.
Nitro's campaign, which as since been dubbed the world's greatest PR stunt, attracted tens of
thousands of candidates who uploaded video applications saying why they should get the job.
Tourism Queensland claims that the campaign generated more than $80m (£49m) of equivalent
media advertising space. The job went to "ostrich-riding, bungee-jumping" charity worker Ben
Southall from Hampshire.
After a worldwide search, Ben Southall was chosen as Tourism Queensland’s Islands Caretaker
search Queensland s Caretaker.
The role is a newly created position designed to help promote the Islands of the Great Barrier
Reef to the world.
Ben was selected from more than 34,000 people from around the globe who applied for the Best
Job in the World. He will work for six months exploring the Islands of the Great Barrier Reef and
report on his travels through regular blog posts.
Applications for the job opened in January 2008, with would-be caretakers sending in 60-second
videos showing their creativity and skills.
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13. Watch the case study: http://www.youtube.com/watch?v=tCLDMGWZFFA
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14. http://www.islandreefjob.com
Note use of:
Blog - WordPress
Twitter
Flickr
Fli k
Trip Tracker
Tag cloud
Facebook
YouTube
Email updates
RSS
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15. http://www.michigan.org
Note use of:
Share this bar
Use of social media
UGC - Sharing of travellers experiences
YouTube channel
Twitter
Flickr photostream
Blog
Guest blogger
RSS
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16. http://travelnevada.com/
Note use of:
iTunes – podcasts
MySpace
Issuu
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