1. Jesse Desjardins
Social Media & Advocacy Manager
Tourism Australia
3 Million Facebook
Fans Can’t Be Wrong

4. There’s nothing like australia

5. The world travels
to experience
difference
There’s nothing like australia

6. The world travels Word of
to experience mouth is
difference all powerful
There’s nothing like australia

8. "....a person serving many masters
with conflicting interests, while
attempting to market an intangible
product without having any control
over any part of that product"
- Robert Ford and Bill Peeper in
Managing Destination Marketing Organisations

9. social + advocacy

10. Trip echo
pre social

11. Trip echo
pre social
after social

17. Social storytelling
Facebook, Twitter, Google+...
what’s it good for?
Reviews / Comments
... and what else?

18. - David Allen
'You Can Do Anything,
But Not Everything'

19. history

20. internet

21. internet web 2.0

22. internet web 2.0 social web

23. 72 hours
of video are uploaded to
YouTube every minute

24. 500 years
of YouTube videos are watched
every day on Facebook

25. 250 million
photos are uploaded to
Facebook every day

26. every 48 hours
more information is created
online than all the information
that existed before mankind up
until 2003

27. worst thing is
losing relevance.

28. why social media?

29. Technology changes fast...

30. Technology changes fast...
people change slowly

31. 28,000bc
Oldest cave paintings
22,000bc
hISTORY OF HUMANITY
16,000bc
10,000 BC
Chinese script
Telegram
4,000bc alphabet telephone
printing press television
web
today

32. #1 Issue:
People are applying the ways
they work with existing media,
to the new medium.

33. TOO MANY PEOPLE
ARE FOCUSED ON THE NOW
•

35. Printing press = latin manuscript

36. Printing press = latin manuscript
Films = visual newspapers

37. Printing press = latin manuscript
Films = visual newspapers
Web = digital print

38. Printing press = latin manuscript
Films = visual newspapers
Web = digital print

39. Social is a new media

40. Social is a new media
Social is about
people and their
relationships.

41. Party example.
• “I don’t understand social”

42. The web is being rebuilt
around people.

53. interests interests
friends friends
friend’s interest friend’s interest
mobile

55. FASTER HORSE

57. Radical
transparency

58. social
storytelling

59. It’s not easy
and it’s not free

60. ...we could be selling insurance.
lETTING THE CONSUMER
BUILD THE BRAND

62. Build a platform that others can build on

63. 3.4m
2012
1.2m
•
2011
2010
2009
2008
•
•

64. 1,400/week

65. 1,400/week 500-1000/day

70. 3.4m
Don’t tell people a story,
give them a story to tell.

71. 398m
3.4m
Don’t tell people a story,
give them a story to tell.

74. (hotels run on systems)
systems instead of campaigns

78. co-developing
one way
storytelling

84. make other
people the hero

85. @TourismAu

86. @TourismAu

87. @TourismAu

88. @TourismAu

89. @TourismAu

90. @TourismAu

91. @TourismAu

92. @TourismAu

93. It’s how people build relationships
with people & brands.
Many lightweight
interactions over time.

96. Photos are becoming the new review
- tripadvisor

98. Master the art of
Visual Storytelling

100. Only 4% of English language
conversations are between
native speakers
Fredrik Härén
Author; Founder
Interesting.org

101. Content

102. Content
vs Context

108. distribution is
almost free

123. Karate

124. Karate Aikido

125. facebook

126. 950m 11m Aussies

130. tHE BIG CHALLENGE:
tHERE’S NO MARKETING THAT’S
MORE IMPORTANT THAN YOUR FRIENDS
... so we can’t apply the old rules

132. interests interests
friends friends
friend’s interest friend’s interest
mobile

133. google+

136. Social will becom
the new search

137. twitter

140. You can’t control
what people say,
but you can
control the tone.

143. social insights to help drive
marketing decisions

150. reviews

152. THE BEST ADVERTISING
ISN’T ADVERTISING

154. “i LOVE THIS park,
i HIGHLY RECOMMEND IT!

155. - FRIEND
“i LOVE THIS park,
i HIGHLY RECOMMEND IT!

156. “The average travel
purchase online involves
over 50 unique search
queries and 2.5 hours of
research time”
- Google @ EyeforTravel

168. The end part of this
presentation

169. you can reverse engineer anything
good ideas are everywhere

173. everythingisaremix.info

174. everythingisaremix.info

175. Outsource or give leave
it to the youngest person.

176. Outsource or give leave
it to the youngest person.
don’t put social
in a silo...

177. Generation knowing nothing but “social”
entitlement kills

178. TECHNOLOGY WON’T
BE THE SAME IN 2 YEARS

179. - David Allen
'You Can Do Anything,
But Not Everything'

180. THE BEST THING IS PEOPLE

181. Jesse Desjardins
Social Media & Advocacy Manager
Tourism Australia
jdesjardins@tourism.australia.com
Facebook.com/SeeAustralia
Twitter.com/SeeAustralia
Instagram: @SeeAustralia
Google+: +Australia
thank you.