Learning about Destination Marketing in the XXI century @joantxo #smtravel10
Jan 17, 2015
Learning aboutDestination Marketing
in the XXI century
@joantxo#smtravel10
E-mail: [email protected] / [email protected]
Twitter: @joantxo
Social networks: http://www.linkedin.com/pub/0/a5/258http://comunidad.hosteltur.com/Joantxo/bloghttp://www.invattur.org/joantxo/perfil
Blog: http://e-turismo.blogspot.com
Presentations: www.slideshare.net/joantxo
Photo: http://e-turismo.slide.com/ http://picasaweb.google.com/joantxo
Videos: Youtube: http://es.youtube.com/user/joantxollantadaBlip: http://joantxollantada.blip.tv/ Viddler: http://www.viddler.com/explore/joantxo/
Podcast: http://joantxo.podomatic.com/
Google me, please
Social Media is about technology, right?
1.970 billions internet users, 28%
4.500 billions of cellular, 6/10
2013 there would be 6,7 billions of cellular, 4 of them smart phones
250.000 apps Twitter API
300.000 iPhone apps, 10.000 Blackberry apps20.000 Android apps
IPad 3 millions in 3 months and 11.000 apps
+ 2.000 billions of downloads in Itunes
Vodafone increased 325% the phone calls
from 22:55-23:30 h.
Orange increased 193% de night of
the final
ought to be enough for anybody
Bill Gates , 1981
It is about marketing, right?
Attention economy
2’ in YouTube.10’ in a class room.
17’’ of listening. 40’’ of observation.
3’’ will wait 57% online shoppers before
abandoning the web site.
What if we are talking about people
1. Markets are conversations
2. Markets consist of human beings, not demographic sectors
3. Conversations among human beings sound human. They are conducted in a human voice
4. …
What kind of marketing do you practice?
Successful DMO marketing strategy requires constant evaluation of the
tribes . Continually adjust your strategy to stay on top of the
market: Social Media Marketing .
2. Attention economy
3. Link economy
4. Interruption Vs. permission
5. Sniper marketing, long tail
6. Networking
7. Crowsourcing
8. 6 grades of separation
9. Engage
1. Experience economy
New paradigms
See the world from your clients point of view
Oops !!
“We’ve got to stop interrupting what people are interested in, and be what people are interested in”
Craig David Director General Creativo de JWT
A brand is a complex and
emotional relationship
between the storyteller and the
audience, between the
consumer and the product
Those who do not want to face evolution…
….will move to a museum
+ relevant, + socials, + visible, + humans
Get emotional !!
People are about 80% emotion, 20% reason.
“Reason leads to conclusions. Emotion leads to action.”
Neurologist Donald Caln
Influentials are storytellers• Generate advocates and lovemarks of our
brands:– Brand story– Brand essence – Brand value proposition – Formula:
great product + promise + confirmation = lovemarks
The story is more powerfull than the brand, best story wins. Tom Peters
Microsegments blogsScubadiving, windsurf, surf, kite surfing, trecking, mountain
bike, … and more to come
DMO Social media timelines !
June 2009 July 2010June 2010April 2010
June 2009
April 2010
April 2010
May 2010
May 2010
#blogtripF1 #blogtripFIB
Networking
Traditional media?, no thanks!
Be relevant my friend !
Crowsourcing
Wiki of the #blogtripF1
Building the strategy together
We are smarter than me
"Tell me and I’ll forget. Show me and I might remember. Involve me and I’ll understand.“ Benjamin Franklin
Conversation is on, from minute cero and still go on
67 % of twitter users who become followers of a brand are more
likely to buy that brand’s products
‘Engaging Consumers via Facebook, Twitter Makes Them More Likely to Buy, Recommend,’ press release, March 10, 2010.
More than 400 pictures11 post with more than 19.000 visitors
1 post, more than 200.000 visitors
37 videos/5.693 views 4 post, more than 1.400.000 visitors
The ROI. X X X X The ROE: Return of Engagement
July 19th, 2010
Tribes, Seth Godin. October 1, 2010
" We should all be concerned about the future because we will have to
spend the rest of our lives there. “. Woody Allen
Think tank travel
@abigailking@alastairmck@arantxar@isabellestravel@johnonolan@minube@sblanco@solotraveler@travmag@victoriamdq@visitbritain@wildjunket@IsabellesTravel@jimmypons@JohnONolan@lasseweb20@Ruralworker@sarahleetravels@terryleetravels@viajarcondiego@501places@adventuregirl@BrilliantTips@chicadelatele@csahuquillo@DTravelsRound@WhyGoSpain@WorldLillie@traveldudes@EverywhereTrip@velvetescape@edans@joantxo@anapiccola