3 Million Facebook Fans Can’t Be Wrong Jesse Desjardins Social Media & Advocacy Manager Tourism Australia
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
3 Million Facebook Fans Can’t Be Wrong
Jesse DesjardinsSocial Media & Advocacy ManagerTourism Australia
There’s nothing like australia
There’s nothing like australia
The world travels to experience
difference
There’s nothing like australia
The world travels to experience
difference
Word of mouth is
all powerful
"....a person serving many masters with conflicting interests, while attempting to market an intangible product without having any control over any part of that product"
- Robert Ford and Bill Peeper in Managing Destination Marketing Organisations
social + advocacy
Trip echo
pre social
Trip echo
pre social
after social
Social storytelling
Facebook, Twitter, Google+... what’s it good for?
Reviews / Comments
... and what else?
'You Can Do Anything, But Not Everything'
- David Allen
history
internet
internet web 2.0
internet web 2.0 social web
72 hours of video are uploaded to YouTube every minute
500 years of YouTube videos are watched every day on Facebook
250 million photos are uploaded to Facebook every day
every 48 hours more information is created online than all the information that existed before mankind up until 2003
worst thing is losing relevance.
why social media?
Technology changes fast...
Technology changes fast...
people change slowly
Oldest cave paintings
Chinese script
28,000bc
22,000bc
10,000 BC
today
16,000bc
4,000bc alphabet
printing press
Telegramtelephonetelevisionweb
hISTORY OF HUMANITY
#1 Issue: People are applying the ways they work with existing media, to the new medium.
• TOO MANY PEOPLE ARE FOCUSED ON THE NOW
Printing press = latin manuscript
Printing press = latin manuscript
Films = visual newspapers
Printing press = latin manuscript
Films = visual newspapers
Web = digital print
Printing press = latin manuscript
Films = visual newspapers
Web = digital print
Social is a new media
Social is a new media
Social is about people and their relationships.
Party example.
• “I don’t understand social”
The web is being rebuilt around people.
interestsfriends
friend’s interest
interestsfriends
friend’s interestmobile
FASTER HORSE
Radical transparency
socialstorytelling
It’s not easy and it’s not free
lETTING THE CONSUMERBUILD THE BRAND
...we could be selling insurance.
Build a platform that others can build on
• 2011• 2010• 2009• 2008
• 2012
1.2m
3.4m
1,400/week
1,400/week 500-1000/day
Don’t tell people a story, give them a story to tell.
3.4m
Don’t tell people a story, give them a story to tell.
3.4m
398m
systems instead of campaigns(hotels run on systems)
one way storytelling
co-developing
make other people the hero
@TourismAus
@TourismAus
@TourismAus
@TourismAus
@TourismAus
@TourismAus
@TourismAus
@TourismAus
Many lightweight interactions over time. It’s how people build relationships with people & brands.
Photos are becoming the new review
- tripadvisor
Master the art ofVisual Storytelling
Only 4% of English language conversations are between
native speakers
Fredrik HärénAuthor; FounderInteresting.org
Content
Contentvs Context
distribution isalmost free
Karate
Karate Aikido
950m 11m Aussies
tHE BIG CHALLENGE:
tHERE’S NO MARKETING THAT’S MORE IMPORTANT THAN YOUR FRIENDS
... so we can’t apply the old rules
interestsfriends
friend’s interest
interestsfriends
friend’s interestmobile
google+
Social will become the new search
You can’t control what people say, but you can control the tone.
social insights to help drive marketing decisions
reviews
THE BEST ADVERTISING ISN’T ADVERTISING
“i LOVE THIS park, i HIGHLY RECOMMEND IT!
“i LOVE THIS park, i HIGHLY RECOMMEND IT!- FRIEND
“The average travel purchase online involves over 50 unique search queries and 2.5 hours of research time”
- Google @ EyeforTravel
The end part of this presentation
good ideas are everywhereyou can reverse engineer anything
Outsource or give leave it to the youngest person.
don’t put social in a silo...Outsource or give leave it to the youngest person.
entitlement killsGeneration knowing nothing but “social”
TECHNOLOGY WON’T BE THE SAME IN 2 YEARS
'You Can Do Anything, But Not Everything'
- David Allen
THE BEST THING IS PEOPLE
thank you.
Jesse DesjardinsSocial Media & Advocacy ManagerTourism Australia
Facebook.com/SeeAustraliaTwitter.com/SeeAustraliaInstagram: @SeeAustraliaGoogle+: +Australia
Related Documents
