Web 2.0 and Destination Marketing Mag. Martin Schobert Head of Research & Development Austrian National Tourist Office
Web 2.0 and Destination Marketing
Jul 15, 2015
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Web 2.0 and Destination Marketing
Mag. Martin Schobert
Head of Research & DevelopmentAustrian National Tourist Office
If everybody of this audience tell‘s his experience online …
… would it still sounds like Austria?
What?The Actions.
To Whom? The Stakeholders.
Why?The Benefit.
What you can expact today
Is social web relevant for DMO?
What?The Objectives.
To Whom? The Stakeholders.
Why?The Benefit.
What you can expact today
Is social web relevant for DMO?
Traveller‘s View on Destinations
cards
videos
blogs
pictures
communities
ads
news
UGC
DMO
Traveller‘s View on Destinations
operate brand the way you want to.
DMO‘s Objectives & Challenge is
... operate brand online - BUT:
…“offsite“!
(offside website)
Draw guest attention to DMO‘s brand!
But why is Social Media important?
Reichweiten im WWW
To Whom? The Stakeholders.
Is social web relevant for DMO‘s?
Why?The Benefit.
How people use Social Technologies
Different Social Media Audience
Who is using Social Media?
Creators
Critics
Collectors
Joiner
Spectators
The percentage differs in every country!
24%
37%21%51%
73%
14%19%6%
29%49%
9%12%4%
21%38%
USA EU D Jap
Percentage adults 18+, multi-answers possiblesource:Forrester Research 2009, http://www.forrester.com/Groundswell/profile_tool.html
34%30%11%
26%69%
ALL DMO Stakeholders Social Web
Anteil aller Erwachsenen, Mehrfachnennung möglichQuelle: http://www.forrester.com/Groundswell
Consumer / Guests
Journalists& Press
Partner(B2B)
Employees
To Whom? The Stakeholders.
Is social web relevant for DMO‘s?
What?The Actions.
Why?The Benefit.
ANTO‘s Key-Actions Social Web
ListenGet feedback, identify multiplikants, monitoring, research.
TalkBe part of the community, spread the brand’s messages
SupportTravel-information online, dialogue with (potential) guests, differentiation through quality & design of online-services
Functions and Tools at Social Web
Funktionen und Tools im Social Web
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html
International Stakeholder USA
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html
International Stakeholder Japan
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html
International Stakeholder France
Support-Requests at Social Web
Content Aggregation of Social Web
Portal = global mash-up of relevant content to Austria.
User Generated Content (TripAdvisor, TripWolf, Lovo, …)
Next step: integration of travel guide, travel reports, DMO…
Explore yourself on: www.austria.info
Tools change.Technology is not important!Everything already exists.Tools don‘t talk – people do!Stop broadcasting – tell stories!
Focus on people – not tools!
Conclusion - Social Media Tools
Different tools on different markets.Focus on conversations!Use local languages!Invest in online monitoring!
Allsocial media
is local !
Conclusion 2 - Social Media Stakeholder
Partners
Press
Employees
Users
SupportTalkListen
Blogs
Communities
WidgetsVideos
WikisRatings & Reviews
Last: How to find the right Social Media?
I am glad if I could help to broader yours …
Mag. Martin Schobert
Head of Research & DevelopmentAustrian National Tourist Officehttp://blog.austriatourism.com
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