The New Normal - 25 Lessons To Help Your Tourism Organization Thrive In The Age Of The Digital Consumer
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25
NEW NORMALLESSONS TO HELP YOUR TOURISM ORGANIZATION THRIVE IN THE AGE OF THE DIGITAL CONSUMER.
The
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#HHC2013
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KICKING OFF #HHC2013 W/ A KEYNOTE FROM@travel2dot0.
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slideshare.net/tthompson
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THOUGHTLEADER
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ANNOYING
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ONE OF THE FOUR HORSEMEN OF THE DIGITAL APOCALYPSE
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A HANDSOMEDREW CAREY
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Troy
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Troy Drew
The LESSONS
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No. 1KNOW THE MARKETPLACE.
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THE AVG. DMO GETS ABOUT 22% OF WEB TRAFFIC FROM MOBILE.
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Source: Mark Research Report / How Travelers are Engaging with Destinations on the Mobile Web / December 2012
WEB VISITS FROM TABLETS GREW 10X FASTER THAN MOBILE.
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Source: Adobe® Digital Index Report / May 2012
AIRBNB IS FILLING MORE ROOM NIGHTS THAN HILTON HOTELS.
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Source: TechCrunch / December 2012
pewinternet.orgdestinationanalysts.comtravel2dot0.com
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No. 2
ASK YOUR CUSTOMERS WHAT THEY THINK.
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'consumer surveys'
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No. 3STOP CALLING IT BRANDING.
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STORY + EXPERIENCE / EXPECTATION =BRAND
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Gran Bahia Principe Punta Cana
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Gran Bahia Principe Punta Cana
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L'Enfant Plaza
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L'Enfant Plaza
No. 4
UNDERSTAND YOUR PLACE IN THE FUNNEL.
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No. 6TIM ALLENIS A JERK.
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No. 6BE USEFUL+ HELPFUL.
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YOU BETTER BE REALLY FUNNY OR REALLY USEFUL. START W/ USEFUL.
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No. 7
BRANDLOYALTYHAS BEEN REPLACED.
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No. 8
UTILITY ISTHE NEW LOYALTY.
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No. 9
CUSTOMER SERVICE IS SOCIAL.
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YOUR SOCIAL STRATEGY IS GREAT CUSTOMER SERVICE.
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No. 10
PASSIONMAKES IT EASIER.
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or
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or
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or
WOULD YOU GET A LOGO TATTOOED ON YOUR ASS?
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Coca-Cola
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Harley-Davidson
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ET
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Apple
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Geek Squad
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ALF
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Popeye's
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Mitt Romney
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Eli + Payton
CONSUMER PASSION MAKES SOCIAL MEDIA EASIER.
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115 RTs
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1,370 RTs 16,000 RTs
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No. 11
THE GOAL IS GOALS, NOT FANS.
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78k
7k
Passion Ceiling
4. SALES
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3. LOYALTY4. SALES
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2. POSITIONING3. LOYALTY4. SALES
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1. SERVICE2. POSITIONING3. LOYALTY4. SALES
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YOU NEED A LAUNCH, COMM. + EXIT PLAN FOR EACH CHANNEL.
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No. 12ENCOURAGE YOUR FANS.
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No. 13
EXPECT THE SHIT TO HITTHE FAN.
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No. 14BE PREPAREDTO RESPOND.
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SOCIAL CRISIS PLAN SHOULD INCD. STAFF OUTSIDE OF SOCIAL DEPT.
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No. 15
DON'TRESTRICT YOUREMPLOYEES.
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PRETEND YOU ARE SHARING THIS WITH YOUR MOTHER.
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4. MONITOR
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3. NO MOBILE4. MONITOR
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2. PERSONAL3. NO MOBILE4. MONITOR
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1. TRUST2. PERSONAL3. NO MOBILE4. MONITOR
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No. 16
STOP LISTENING TO GURUS.AND NINJAS.
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EVERY FACEBOOK 'GURU' HAS A MAX OF 7 YRS. EXPERIENCE.
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No. 17DON'TBUY FRIENDS.
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3. TWEETS
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2. FB FANS3. TWEETS
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1. EMAILS2. FB FANS3. TWEETS
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No. 18
DON'T ASSUME YOU NEED AN APP.
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getlisted.org
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No. 19
UNDERSTAND + ACCEPT YOUR LIMITATIONS.
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PEOPLE WANT TO TALK W/ PEOPLE, NOT BRANDS.
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No. 20
DON'T GET TRICKED BY TECHNOLOGY.
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No. 21
DON'T OVERTHINK THIS SHIT.
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No. 22BE TRANSPARENT.
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No. 23FOCUS ON THE CORE.
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No. 24SAY 'NO' MORE OFTEN.
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No. 25ENJOY YOUR JOB.
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THANKS
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troy@travel2dot0.com720-515-6010
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