rethinking marketing with social media
TRANSCRIPT
RETHINKINGMARKETINGWITH SOCIALMEDIAJoin the online conversation
MARIA SCHWARZ, SEISMONAUT CONFERENCE 2. SEPTEMBER 2010
MARIA SCHWARZ
STRUCTURE
- INTRODUCTION TO SEISMONAUT - WHY SOCIAL MEDIA?- CASE: 48 HOURS IN DENMARK- 9 GUIDELINES TO SOCIAL MEDIA
Seismonaut
This is where I workHUSK BILLEDE
Seismonaut
SEISMONAUT IS A STRATEGIC INNOVATION CONSULTANCY BASED IN DENMARK
WE DELIVER DIGITAL STRATEGIES FOR CLIENTS WITHIN THE TOURISM INDUSTRY
WE WORK WITH DESTINATION MARKETING ORGANISATIONS, HOTELS AND ATTRACTIONS
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GOING INTOTHE FIELD
That’s me
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BUSINESS
DEVELOPMENT
DIGITAL
CONCEPT
DEVELOPMENT
DIGITAL
COMPETENCY
DEVELOPMENT
DIGITAL
YOUR TOURISMMARKETING
RETHINK
WHERE DO PEOPLE FIND THEIR INFORMATION
WHEN PLANNING FOR A HOLIDAY?
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35RECOMMENDATIONS FROM FRIENDS AND FAMILY
24,20 20,10 20,00 23,10 21,85OTHER INFORMATION FOUND ONLINE 15,90 15,00 24,00 15,60 17,63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES
20,80 13,00 18,90 7,00 14,93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION
11,10 19,90 10,70 16,50 14,55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45VISITING A DESTINATION MANAGEMENT ORG. OFFICE
13,50 17,40 6,80 7,10 11,20PRINTED GUIDE BOOK 9,40 14,10 9,00 9,20 10,43BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG.
5,10 6,00 6,70 5,60 5,85BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION
8,00 4,80 5,50 2,50 5,20NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
MORE THANOF ALL WEB SEARCHES IN EUROPE ARE DONE THROUGH
75%
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35RECOMMENDATIONS FROM FRIENDS AND FAMILY
24,20 20,10 20,00 23,10 21,85OTHER INFORMATION FOUND ONLINE 15,90 15,00 24,00 15,60 17,63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES
20,80 13,00 18,90 7,00 14,93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION
11,10 19,90 10,70 16,50 14,55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45VISITING A DESTINATION MANAGEMENT ORG. OFFICE
13,50 17,40 6,80 7,10 11,20PRINTED GUIDE BOOK 9,40 14,10 9,00 9,20 10,43BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG.
5,10 6,00 6,70 5,60 5,85BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION
8,00 4,80 5,50 2,50 5,20NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35RECOMMENDATIONS FROM FRIENDS AND FAMILY
24,20 20,10 20,00 23,10 21,85OTHER INFORMATION FOUND ONLINE 15,90 15,00 24,00 15,60 17,63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES
20,80 13,00 18,90 7,00 14,93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION
11,10 19,90 10,70 16,50 14,55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45VISITING A DESTINATION MANAGEMENT ORG. OFFICE
13,50 17,40 6,80 7,10 11,20PRINTED GUIDE BOOK 9,40 14,10 9,00 9,20 10,43BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG.
5,10 6,00 6,70 5,60 5,85BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION
8,00 4,80 5,50 2,50 5,20NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35RECOMMENDATIONS FROM FRIENDS AND FAMILY
24,20 20,10 20,00 23,10 21,85OTHER INFORMATION FOUND ONLINE 15,90 15,00 24,00 15,60 17,63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES
20,80 13,00 18,90 7,00 14,93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION
11,10 19,90 10,70 16,50 14,55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45VISITING A DESTINATION MANAGEMENT ORG. OFFICE
13,50 17,40 6,80 7,10 11,20PRINTED GUIDE BOOK 9,40 14,10 9,00 9,20 10,43BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG.
5,10 6,00 6,70 5,60 5,85BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION
8,00 4,80 5,50 2,50 5,20NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
BETWEEN 60-70% OF MARKETING BUDGETS IN DENMARK ARE STILL BEING SPENT HERE
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35RECOMMENDATIONS FROM FRIENDS AND FAMILY
24,20 20,10 20,00 23,10 21,85OTHER INFORMATION FOUND ONLINE 15,90 15,00 24,00 15,60 17,63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES
20,80 13,00 18,90 7,00 14,93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION
11,10 19,90 10,70 16,50 14,55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45VISITING A DESTINATION MANAGEMENT ORG. OFFICE
13,50 17,40 6,80 7,10 11,20PRINTED GUIDE BOOK 9,40 14,10 9,00 9,20 10,43BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG.
5,10 6,00 6,70 5,60 5,85BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION
8,00 4,80 5,50 2,50 5,20NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
WHERE AND HOW DO YOU PLAN TO SPEND YOUR MARKETING BUDGETS IN 2011?
MY TRIP TO NAIROBI
MY TRIP TO NAIROBI
Before During After
BEFORE
DURING
DURING
hotel - flight - ...
DURING
DURING
AFTER
SOMETHING HAS CHANGED
THE DIGITAL TRAVELLERS HAS ARRIVED
AND IT CHALLENGES OUR USUAL WAYS OF THINKING
GONE ARE THE PASSIVE OBSERVERS WHO WE COULD APPROACH
WITH OUR TRADITIONAL BROADCAST MENTALITY
THE INTERNET IS THE FOREMOST INFLUENCE ON THE CONSUMER’S
DECISION PROCESS
AND ONLINE TRAVELLERS DECIDE ON WHERE TO SPEND THEIR VACATION
USING SOCIAL MEDIA
WORDPRESS
SEEDING THE STORY
BLOGGERS RESPOND
BLOGGERS RESPOND
BLOGGERS RESPOND
TRENDWATCHING SITES
EVEN NEWSPAPERS FINALLYPRINTED THE STORY
APPLICATIONS
http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded
APPLICATIONS
ONLINE VOTING
THREE WINNERS
DOCUMENTING THEIR TRIP
DOCUMENTING THEIR TRIP
DOCUMENTING THEIR TRIP
THEMOTIVATION
HOW CAN YOU MOTIVATE YOUR COSTUMERS TO
THEAGE.COM.AU AND PARTICIPATE AND ENGAGE
NO SIZE FITS ALL ANYBODY
This is important
1
LISTEN TO THE ONLINE CONVERSATION
MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
2
FIND YOUR TARGET AUDIENCE
• billede af netnografi...
WHERE ARE THEY, WHAT ARE THEIR LIKES AND DISLIKES AND WHAT DO
THEY WANT FROM YOU
3
YOU MUST PROMOTE YOUR SERVICES THROUGH RELEVANT
ONLINE CHANNELS
PROMOTE
DON’T MASS BOMB. AIM FOR THE NICHE
CHOOSE THE RELEVANT ONLINE CHANNELS
4
CONTENT IS KING. YOU MUST BE ABLE TO USE TOOLS LIKE
WORDPRESS, TUMBLR, YOUTUBE
CREATE & DISTRIBUTE
CONTENT
HVAD KRÆVER
+ + +
SHOW ME. DON’T TELL ME
HVAD KRÆVER
+ + +
$250
$0
$0 (you probably have one
allready :)
SHOW ME. DON’T TELL ME
5
COMMENT AND DISCUSS TOPICS OF RELEVANCE FOR
YOUR BUSINESS
INVOLVE ANDENGAGE
DON’T BE TOO TECHNICAL
BE PERSONAL
MOTIVATE CO-CREATION
REMIND PEOPLE
QUALITY TRUMPHS QUANTITY
500 DEVOTED FANS ARE BETTER THAN 5000 WHO DON’T CARE
This
is im
porta
nt
6
STOP TRYINGTO SELL
SURE, THE ULTIMATE GOAL IS TO SELL, BUT YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE CONSTANTLY PUSHING OUT YOUR PRODUCTS.
7
YOUR FRIENDS AND
FOLLOWERS EXPECT YOU TO BE
100% HONEST WITH THEM
BE HONEST
CHOICEHOTELS.COM
TRIPADVISOR.COM
“Comfort Hotel Østerport is a hotel full of atmosphere and only a few years ago totally renovated, so today it appears in a fresh and modern style.”
CHOICEHOTELS.COM
GONE ARE THE DAYS WHEN WE COULD CHEAT IN BROCHURES
OR DRESS UP OUR HOTEL ROOM TO LOOK ALL GOOD
OR CHEAT WITH THE LOCATION
OR EVEN THE DINNER BUFFET
OR EVEN THE DINNER BUFFETJUST BE HONEST
8
GIVE YOUR IDEAS A TRY AND SEE IF THEY WORK IN REAL LIFE
RUN SOME TEST PROJECTS
DANISH OPEN AIR MUSEUM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13-1819-25
26-3536-45
46-65Age groups
FACEBOOK IN DENMARK
DANISH OPEN AIR MUSEUM
TWO HOURS TO SET UP
5 HOUR TEST PERIOD
100 TEST PERSONS
100 FACEBOOK AMBASSADORS
WITH 100 FRIENDS EACH
REACHING 10.000 POTENTIAL VISITORS
9
PRIORITISE AND INVEST TIME
SOCIAL MEDIA TAKES TIME
WHO?
SOMEONE WHO UNDERSTAND TECHNOLOGY AS WELL AS PEOPLE
YOU TOURISMMARKETING
RETHINK
UNDERSTANDING PEOPLE IS JUST AS IMPORTANT AS UNDERSTANDING THE TECHNOLOGY
THINK ABOUT THE WHOLE EXPERIENCEBEFORE - DURING - AFTER
PUT ASIDE TIME AS WELL AS MONEY IN THE MARKETING BUDGET FOR SOCIAL MEDIA
TO SUM UP
THANK [email protected]