Travel 2.0: Strategy & Tactics in an Aera of Co-Creation and Social Media
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How to develop a Social Media Strategy for a tourism organisation? To-do's for Hotels & Destination Management: Focus on Product, Focus on the Guest, develop an Action Plan for the next 3 years! How to develop Social Media Tactics and an Action Plan in 7 steps.
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Travel 2.0: Strategy & Tactics in an Aera of Co-Creation and Social Media
- 1. Martin Schobert @ Creative Lappland Seminar 2010 TRAVEL 2.0 Strategy & TacticsforSocial Web Activities in Travel andTourism
- 2. Who isSpeakingto Us? Martin Schobert, 38 Years, Austrian Traveller & Tourism Enthusiast Experience Design in Tourism
- 3. Martin & Experience Design …
- 4. … working in theleisureindustry!
- 6. Head of Research & Development
- 7. Head of Internet Strategyslideshare, blog.austriatourism.com Austrian National Tourist Office
- 9. Service Design & Customer Journey
- 11. Why important? yes. But Why? Shouldtourismorganisationsactivelyexploitsocial media?
- 12. Peoples Stream of Information Quelle: Thomas Baekdal http://www.baekdal.com/articles/Management/market-of-information/
- 15. „Universal Search“ Weblogs News Pictures Videos User Content Destination Adwords Maps Communities
- 17. Funktionen und Tools im Social Web
- 18. http://www.slideshare.net/onitz/social-search-wie-social-media-den-kampf-um-aufmerksamkeit-verndert
- 19. Classified - Internal use our home page isn’t just coke.com, it is google.com
- 20. Classified - Internal use and today, I’d say… 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
- 21. Why important? Where to start? From Strategy to Practice.
- 22. First: Focus on yourProduct
- 23. First: Focus on yourProduct Whatexactlyisyourproduct. Just one. Whatmakesyouunique? Describeyourgreatestexperience. Howtofeel, touch, smellexperience? Howtoshareexperience?
- 24. Second: Focus toyour Customer
- 25. Second: Focus toyour Customer
- 26. Persona Concept in Travel Defineyour „perfectguest“. Just oneortwo! Explorethecustomerjourney. Offline & Online. Try to optimizecustomers „touchpoints“.
- 28. Online-Communication Strategy 2010/2011.Presentation15.10.2009 Martin Schobert Head of Research & Development Austrian National Tourist Office
- 29. Austrian National Tourist Office Online-Communication-Strategy Bedingungslose Kundenorientierung im Web 2012 Heute Themenführerschaft & qualitative Verbreitung der Marke im Web Hohe Markenpräsenz medienadäquat im WWW Quantitatives Wachstum im Web
- 30. Online Brand Management far Website Structure& Definition of„Action“ BuyingDecision Search Engine Optimierung / -Marketing Online-Advertising Cooperations/Partnerships Edited Content (intern. & ext.) User Generated Content close Human Ressources
- 31. Content and Context Language Syndication Aggregation Context is King Communities
- 32. „Travel 2.0 Aera“ – Spread & Talk Language Syndication Context is King
- 33. Strategy, Tacticsand Action Plan in 7 Steps. Why important? What‘s in itforme?
- 34. 1. Definewhereyouwanttobe! 2012 Today My Strategic Way 2 My Strategic Way 1 My Strategic Way 3 Goal toreachwithSocial Media
- 35. 2. DefineyourStakeholder @ Web Consumer Guests Media Journalists Partner Intermediaries Tour. Supplier Employees Anteil aller Erwachsenen, Mehrfachnennung möglichQuelle: http://www.forrester.com/Groundswell
- 36. 3. DecidehowtoEngage @ the Stage
- 38. Howto Listen I Free toolslike RSS, Google Alert, …
- 39. Howto Listen II
- 40. EngagebyTalking
- 42. Talk – Enter theconversation!
- 43. Most important: Engageby Support
- 44. 4. Combine Stakeholder & Engagement Support Talk Listen Consumer / Guests Media / Journalists Partner / Intermed. Supplier / Employee
- 45. 5. Who benefits? Support Talk Listen Consumer / Guests Media / Journalists Partner / Intermed. Supplier / Employee
- 46. 6. Whattoachieve? Support Talk Listen Consumer / Guests Media / Journalists Partner / Intermed. Supplier / Employee
- 47. 7. How? Tools atthevery end. Support Talk Listen Consumer / Guests Banner Website(s) Ratings &Reviews Travel- Communities Social Networks/Blogs Videos, Fotos Media / Journalists Wikis, Facebook Partner / Intermed. Supplier / Employee
- 48. Why important? Case study:Tourism on Facebook. Howtoimplement?
- 49. Stepsof Engagement Appli-cations Face-book Connect Pages & Groups Ads User Account Share Button Source / in cooperation with: www.olafnitz.net
- 50. Facebook Pages
- 51. Insights on Fan Pages
- 53. First Conclusion Focus on people – not tools!
- 54. Second Conclusion All Social Media is local!
- 55. Youwere a greataudience …
- 56. Martin Schobert @ Creative Lappland Seminar 2010 It was a greatpleasure! weblog, xing, linkedIn, facebook, twitter, schobert@tourismusdesign.com