australia.com and marketing with a web 2.0 twist

Australia.com and marketing with a web 2.0 twist

Christian Bartens, Digital Analyst, Tourism Australia

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ australia.com ]



[ tourism network ]


[ tourism network ]

QLD NSW VIC ACT TAS NT SAWA

ATDW

Agents

Search


[ new strategy ]

40%of visitors to australia.com

60%of visitors


[ reach realities ]

australia.com

taking our brand where the eyeballs are


[ youtube.com ]

Consumers producing, contributing, adding, suggesting for non-monetary reasons, leaving economists (and well-known brands) in shock.

If only they would reap the benefits from understanding that increasingly, contributing

constitutes status for creative individuals

[ hobbynomics ]

[ july 2007 ] [ christianbartens.com ]

Source: Trendwatching


[ basic human needs ]

Source: Maslow

web 2.0


[ social media ]

Source: Business Week


10%Synthesisersfind, adapt, add to and

share

[ creators vs. synthesisers ]

100%Consumers search for and find content

1%Creators

start groups, create and

publish

web 2.0

Source: Isobar

V I R A

L


[ paradigm shift ]


[ one step further ]

standard media

web 2.0 / social media

new media

[ facebook.com ]


[ maps.google.com.au ]



[ schmap.com ]

[ westernaustralia.tv ]


[ queenslandholidays.com.au ]



[ back to basics ]

company consumer

ServiceSupportEmployeesDistribution

ExperienceBrand

search

wom, blogs, emails, reviews, communities, social networks, photo sharing, video sharing

marketing

Source: Don E. Schultz, Northwestern University

?[ questions ]

[email protected]

australia.com and marketing with a web 2.0 twist

Technology