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Visitor Information Centres - social media and digital technology report

A presentation given to South Australian Visitor Information Centre managers about social media and digital technology.

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Visitor Information Centres - social media and digital technology report

  1. 1. Lee Hopkins & Ray Goldie Conversation: May 2014 advanced communication strategies and tools are you still in it? the
  2. 2. bit.ly/1ix9HMd
  3. 3.  The world today  Results of survey  What aVIC could look like  How to get you there
  4. 4.  The increased use of digital technologies by travellers is creating an ever widening communication gap between potential visitors and theVisitor Information Centres which, unchecked, will bring about their demise as we know them today  Prediction NxtStrategic
  5. 5.  Inspiration: A fresh opportunity to reach travellers online  Most consider the web to be important for travel research and planning, but the web is also a fundamental source of inspiration for new travel. Search remains key for leisure and business travellers as they seek a variety of content and information online.
  6. 6.  Multi-screen world: research across devices  Travel planning is no longer limited to a single screen.Travellers move sequentially across devices to complete tasks, often with search being the unifying activity.
  7. 7.  Online video: A traveller's constant companion  Travellers are watching more videos online to help make decisions — where to go, what to do, how to book. Business and leisure travellers create and share online videos of their trips
  8. 8. 68%began researching online before they decided where or how to travel
  9. 9. 42%are more likely to use their smartphone or tablet for travel- or vacation-related information while on a trip versus 33% in 2012
  10. 10. “Search remains the #1 source for leisure travellers and #3 source for business travellers”
  11. 11. “Once at a destination, 58% of leisure travellers rely on online sources to evaluate local activities”
  12. 12.  Of those who use smartphones for travel planning: 1 in 4 book their trip via smartphone. Air: 19% Hotel: 25% Cruise: 29% Car: 25%
  13. 13.  Percentage of travellers who watch online travel videos: 51%of leisure travellers vs. 45% in 2012
  14. 14.  Inspiration: A fresh opportunity to reach travellers online  Develop stronger digital strategies to reach consumers early and inspire new travel before the consideration phase. Search is a key resource for travellers, making it an essential channel for marketers as well
  15. 15.  Multi-screen world: research activities are done across devices  Connect with travellers across devices.A booking on one device can directly or indirectly result from a previous research or activity on another device
  16. 16.  Online video: A traveller's constant companion  Develop and promote video content that allows you to bring the sights and sounds of your destination, property or product
  17. 17. 13.0 12.5 6.4 3.7 2.5 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 Key web properties
  18. 18. Facebook Australia On Facebook Population Facebook Australia
  19. 19. Bolster a company’s Reputation Correct inaccurate Rumours Provide correct Information Tell the company’s Story Address unhappy Customers Source: Hopkins & Magee, 2009
  20. 20. To provide an overview of the use of DigitalTechnologies by theVisitor Information Centres in South Australia and to make comment and recommendations on their future use by the Centres
  21. 21. What was surprising was that the gap was so wide 68% began researching online before they decided where or how to travel, 42% said they are more likely to use their smart phone or tablet for vacation information while on a trip
  22. 22. What was not surprising was what theVisitor Information Centres were continuing to do so well: Informing, providing great local knowledge, friendliness and enthusiasm
  23. 23.  Minimal digital devices  Majority of websites old fashion and unfriendly
  24. 24.  Use of Social Media platforms  Blogging None  Facebook 50%  Twitter 12%  E newsletter 24%  YouTube 12%  Pinterest None  Instagram None.
  25. 25.  Question  Are visitors becoming more self-reliant through the use of online services?  100% saidYes
  26. 26.  Question - Is the market diminishing or expanding?  Diminishing 50% ,  Stable 12%  Increasing 38%
  27. 27.  Question  How digitally smart are the local operators are they ahead or behind of current trends  Behind 66.6%  Ahead 33.3%
  28. 28. Question Do you have the resources and knowledge to cope with the inevitable changes happening at the moment and the future?  Yes 50%  No 50%
  29. 29.  Minimal or no ATTENTION as to the impact the use of digital devises and platforms are having on the tourism industry  VIC’s are limited in how they can communicate with potential customers
  30. 30. Blue sky dreaming
  31. 31. 1 Setting up your digital strategy 2 Develop content 3 Set up a communications plan
  32. 32. Setting up your digital strategy  Step1: Gain Commitment  Step2: Put digital strategies on the agenda  Step3: Start the education process  Step 4: Live campaigns  Step 5: Keep Building
  33. 33. VIC’s are well placed in developing a content library
  34. 34.  Communications Plan:  A well constructed Communications plan will place the Centres into all relevant conversations at all levels of the visitors consideration and decision making
  35. 35.  Don’t have time  Well what if ……………..You were guaranteed you could expand your business four to tenfold (in visitors and sales) with a minimal financial cost or risk—would you find the time to investigate their offer?
  36. 36.  The biggest challenge will be managing the the change
  37. 37.  Visitor Information Centres of the future who embrace the new technologies will be thrivingTourism Hubs both online and at their bricks and mortar sites.  Prediction NxtStrategic
  38. 38.  Tel Ray: 0411 553 688 :: Tel Lee: 0410 642 052  Email: Ray@NxtStrategic.com.au Lee@NxtStrategic.com.au  Links: http://bit.ly/1ix9HMd  This presentation is available for viewing at Slideshare.net/LeeHopkins