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Martin Schobert @ Creative Lappland Seminar 2010,[object Object],TRAVEL 2.0,[object Object],Strategy & TacticsforSocial Web Activities in Travel andTourism,[object Object]
Who isSpeakingto Us?,[object Object],Martin Schobert, 38 Years, Austrian,[object Object],Traveller & Tourism Enthusiast,[object Object],Experience Design in Tourism,[object Object]
Martin & Experience Design …,[object Object]
… working in theleisureindustry!,[object Object]
12 YearsofTourismKnowledgeand,[object Object],Marketing, PR- & Online Experience,[object Object],[object Object],  Vienna & Paris,[object Object],[object Object]
 Head of Research & Development
 Head of Internet Strategyslideshare, blog.austriatourism.com,[object Object],Austrian National Tourist Office,[object Object]
Just founded „tourismusdesign“ …,[object Object],[object Object]
 Service Design & Customer Journey
Storytelling, Online PR, Social Media,[object Object]
Why important?,[object Object],yes. But Why?,[object Object],Shouldtourismorganisationsactivelyexploitsocial media?,[object Object]
Peoples Stream of Information,[object Object],Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information/,[object Object]
Compare Online-Media,[object Object]
Social Media Reach,[object Object]
„Universal Search“,[object Object],Weblogs,[object Object],News,[object Object],Pictures,[object Object],Videos,[object Object],User Content,[object Object],Destination,[object Object],Adwords,[object Object],Maps,[object Object],Communities,[object Object]
ThisistheSocial Web!,[object Object]
Funktionen und Tools im Social Web,[object Object]
http://www.slideshare.net/onitz/social-search-wie-social-media-den-kampf-um-aufmerksamkeit-verndert,[object Object]
Classified - Internal use,[object Object],our home page isn’t just coke.com, it is google.com,[object Object]
Classified - Internal use,[object Object],and today, I’d say…,[object Object],our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com and facebook.com and studiVZ.net,[object Object]
Why important?,[object Object],Where to start?,[object Object],From Strategy to Practice.,[object Object]
First: Focus on yourProduct,[object Object]
First: Focus on yourProduct,[object Object],Whatexactlyisyourproduct. Just one.,[object Object],Whatmakesyouunique?,[object Object],Describeyourgreatestexperience.,[object Object],Howtofeel, touch, smellexperience?,[object Object],Howtoshareexperience? ,[object Object]
Second: Focus toyour Customer,[object Object]
Second: Focus toyour Customer,[object Object]
Persona Concept in Travel,[object Object],Defineyour „perfectguest“. Just oneortwo!,[object Object],Explorethecustomerjourney. Offline & Online.,[object Object],Try to optimizecustomers „touchpoints“.,[object Object]
Third: Bestrategicandtactical!,[object Object]
Online-Communication Strategy 2010/2011.Presentation15.10.2009,[object Object],Martin Schobert,[object Object],Head of Research & Development,[object Object],Austrian National Tourist Office,[object Object]
Austrian National Tourist Office,[object Object],Online-Communication-Strategy,[object Object],Bedingungslose Kundenorientierung im Web,[object Object],2012,[object Object],Heute,[object Object],Themenführerschaft & qualitative Verbreitung der Marke im Web,[object Object],Hohe   ,[object Object],Markenpräsenz medienadäquat im WWW,[object Object],Quantitatives Wachstum im Web,[object Object]
Online Brand Management,[object Object],far,[object Object],Website Structure&,[object Object],Definition of„Action“,[object Object],BuyingDecision,[object Object],Search Engine,[object Object],Optimierung / -Marketing,[object Object],Online-Advertising,[object Object],Cooperations/Partnerships,[object Object],Edited Content (intern. & ext.),[object Object],User Generated Content,[object Object],close,[object Object],Human Ressources,[object Object]
Content and Context,[object Object],Language,[object Object],Syndication,[object Object],Aggregation,[object Object],Context is King,[object Object],Communities,[object Object]
„Travel 2.0 Aera“ – Spread & Talk,[object Object],Language,[object Object],Syndication,[object Object],Context is King,[object Object]
Strategy, Tacticsand Action Plan in 7 Steps.,[object Object],Why important?,[object Object],What‘s in itforme?,[object Object]
1. Definewhereyouwanttobe!,[object Object],2012,[object Object],Today,[object Object],My Strategic Way 2,[object Object],My Strategic Way 1,[object Object],My Strategic Way 3,[object Object],Goal toreachwithSocial Media,[object Object]
2. DefineyourStakeholder @ Web ,[object Object],Consumer,[object Object],Guests,[object Object],Media,[object Object],Journalists,[object Object],Partner,[object Object],Intermediaries,[object Object],Tour. Supplier,[object Object],Employees,[object Object],Anteil aller Erwachsenen, Mehrfachnennung möglichQuelle: http://www.forrester.com/Groundswell,[object Object]
3. DecidehowtoEngage @ the Stage,[object Object]
Engageby Listening,[object Object]
Howto Listen I,[object Object],Free toolslike,[object Object],RSS, Google Alert, …,[object Object]
Howto Listen II,[object Object]
EngagebyTalking,[object Object]
Sorry. ThisisTalking …,[object Object]
Talk – Enter theconversation!,[object Object]
Most important: Engageby Support,[object Object]
4. Combine Stakeholder & Engagement,[object Object],Support,[object Object],Talk,[object Object],Listen,[object Object],Consumer /,[object Object],Guests,[object Object],Media /,[object Object],Journalists,[object Object],Partner / Intermed.,[object Object],Supplier /,[object Object],Employee,[object Object]
5. Who benefits?,[object Object],Support,[object Object],Talk,[object Object],Listen,[object Object],Consumer /,[object Object],Guests,[object Object],Media /,[object Object],Journalists,[object Object],Partner / Intermed.,[object Object],Supplier /,[object Object],Employee,[object Object]
6. Whattoachieve?,[object Object],Support,[object Object],Talk,[object Object],Listen,[object Object],Consumer /,[object Object],Guests,[object Object],Media /,[object Object],Journalists,[object Object],Partner / Intermed.,[object Object],Supplier /,[object Object],Employee,[object Object]
7. How? Tools atthevery end.,[object Object],Support,[object Object],Talk,[object Object],Listen,[object Object],Consumer /,[object Object],Guests,[object Object],Banner,[object Object],Website(s),[object Object],Ratings &Reviews,[object Object], 	Travel-,[object Object],	Communities      ,[object Object],Social Networks/Blogs,[object Object],Videos, Fotos,[object Object],Media /,[object Object],Journalists,[object Object],Wikis, Facebook,[object Object],Partner / Intermed.,[object Object],Supplier /,[object Object],Employee,[object Object]
Why important?,[object Object],Case study:Tourism on Facebook.,[object Object],Howtoimplement?,[object Object]
Stepsof Engagement,[object Object],Appli-cations,[object Object],Face-book Connect,[object Object],Pages & Groups,[object Object],Ads,[object Object],User Account,[object Object],Share Button,[object Object],Source / in cooperation with: www.olafnitz.net,[object Object]
Facebook Pages,[object Object]
Insights on Fan Pages,[object Object]
Facebook „Newsletter“,[object Object]
First Conclusion,[object Object],Focus on people ,[object Object],– not tools!,[object Object]

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Travel 2.0: Strategy & Tactics in an Aera of Co-Creation and Social Media

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