New media as a Strategic Communication Tool in Sustainable Tourism

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Wild Asia

Voyages

JENS THRAENHART

Chair, PATA China
Co-Founder & President, Dragon Trail
Contact: http://jens.magnt.com

LinkedIn: Thraenhart
Twitter: @JensThraenhart
Facebook: JensThraenhart
E-Mail: Jens@DragonTrail.com

Connecting to the Crowds:
Can Internet Technologies and Social Media
Drive Profitable Sustainable Tourism Development

Awareness of Facebook
is close to 100%
More than 1 billion people
(>70% of internet population)
use social networks.

Average Facebook session lasts 37
minutes, Twitter 23 minutes.
More than 400 million people use
Facebook daily.

THE POWER OF THE CROWDS
Social Networking: everywhere

% joined a social
network
70%+
60% -69%
50%-59%
<49% Source: Universal McCann, 2009

CAN SOCIAL MEDIA
DRIVE SUSTAINABLE
TOURISM SUCCESS?

The Crowds are Active!
Laptops for £200 Free broadband

HD Video camera for £200 Video on Mobile phones

And the Wisdom of the Crowds lives Here…

o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release

The conversation is not:
o controlled
o organized
o “on message”

The conversation is:
o organic
o complex
o speaks in a human voice

Social media is not a strategy
or a tactic –
it’s simply a channel.

Leverage the CROWDS

RESEARCH

PRODUCT
MARKETING PROFIT DEVELOPMENT

FINANCING

FINANCING Activate the CROWDS

Internet Online marketplace Local Field Partner Developing World
Lender (Microfinance Institution) Entrepreneur

Video:
http://www.pbs.org/frontlineworld/sto

MARKETING

Source: We are Social Sept. 2012

MARKETING

Source: Global Web Index, 2012

MARKETING China’s digital media landscape
is dominated by local players.

Government Local players appeal
censorship to domestic users

MARKETING

Sina Weibo:
Most active
social media
platform in China
(2nd globally after
Facebook). 27
million (9%) of
the 320 million
users checking in
every day, and
more than 100
million posts
every 24 hours.
(Sept. 2012)

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

WHAT DOES IT ALL MEAN?
HOW TO BUILD A WEB
CONTENT & SOCIAL MEDIA
STRATEGY…TO BE RELEVANT
TO YOUR CUSTOMERS

SHOWCASE VISUAL CONTENT

Chinese Travel Social
Multi-media Platform.
Visual content
aggregation of trips via
web and mobile.

PROFIT Please the CROWDS

“The clear and away
strongest predictor of a
company’s growth rate is:
“would you recommend
this to a colleague or
friend?”
Fred Reichheld, Bain Fellow and Author, The Ultimate Question – Driving Good Profits & True Growth

Leverage the CROWDS
Social Media Strategy Basics

Leverage the CROWDS
Social Media as a Business Tool

New media as a Strategic Communication Tool in Sustainable Tourism

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1. JENS THRAENHART Chair, PATA China Co-Founder & President, Dragon Trail Contact: http://jens.magnt.com LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com Connecting to the Crowds: Can Internet Technologies and Social Media Drive Profitable Sustainable Tourism Development

4. Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks.

5. Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily.

10.

11. Embrace consumer power: 36% posts company/ brand related information on social media

12. HOW WILL SOCIAL MEDIA SHAPE THE FUTURE?

13. AERO-CAB STATION

14. AVIATION POLICE

15. WHALE BUS

16. MOBILE HOTEL

17. AT SCHOOL

18. WHAT CAN WE LEARN FROM THIS?

19.

20.

21.

22.

23. THE POWER OF THE CROWDS Social Networking: everywhere % joined a social network 70%+ 60% -69% 50%-59% <49% Source: Universal McCann, 2009

24. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?

25. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?

26.

27. SO, HOW DOES IT WORK?

28. The Crowds are Active! Laptops for £200 Free broadband HD Video camera for £200 Video on Mobile phones

29. And the Wisdom of the Crowds lives Here…

30. o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release

31. The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.

32. Leverage the CROWDS RESEARCH PRODUCT MARKETING PROFIT DEVELOPMENT FINANCING

33. RESEARCH Wisdom of the CROWDS

34. PRODUCT DEVELOPMENT Ask the CROWDS

35. FINANCING Activate the CROWDS

36. FINANCING

37. FINANCING Activate the CROWDS Internet Online marketplace Local Field Partner Developing World Lender (Microfinance Institution) Entrepreneur Video: http://www.pbs.org/frontlineworld/sto

38. MARKETING Influence the CROWDS

39. MARKETING Message the CROWDS COMPANY

40. MARKETING

41. MARKETING Source: We are Social Sept. 2012

42. MARKETING Source: We are Social Sept. 2012

43. MARKETING Source: We are Social Sept. 2012

44. MARKETING Source: Global Web Index, 2012

45. MARKETING China’s digital media landscape is dominated by local players. Government Local players appeal censorship to domestic users

46. MARKETING Sina Weibo: Most active social media platform in China (2nd globally after Facebook). 27 million (9%) of the 320 million users checking in every day, and more than 100 million posts every 24 hours. (Sept. 2012) Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

47. WHAT DOES IT ALL MEAN? HOW TO BUILD A WEB CONTENT & SOCIAL MEDIA STRATEGY…TO BE RELEVANT TO YOUR CUSTOMERS

48. SHOWCASE THE EXPERIENCES

49. SHOWCASE VISUAL CONTENT Chinese Travel Social Multi-media Platform. Visual content aggregation of trips via web and mobile.

50. SHOWCASE THE LOCALS

51. PROFIT Please the CROWDS “The clear and away strongest predictor of a company’s growth rate is: “would you recommend this to a colleague or friend?” Fred Reichheld, Bain Fellow and Author, The Ultimate Question – Driving Good Profits & True Growth

52. Leverage the CROWDS Social Media Strategy Basics

53. Leverage the CROWDS Social Media as a Business Tool

New media as a Strategic Communication Tool in Sustainable Tourism

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