roberta milano - add2014
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Abruzzo Digital Days 5-6 Novembre 2014 www.abruzzoturismo.it/add2014 Roberta Milano Co-fondatrice BTO e componente del TDLab - Mibac Presenta tutte le potenzialità del turismo sul web 2.0 e il panorama italiano sulla promozione turistica online.TRANSCRIPT
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Roberta Milano
UNIRE I PUNTINI!Sulmona, 5 novembre 2014!
Ne[x]t Tourism
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Ne[x]t Tourism
!• Uno sguardo verso il futuro, verso le novità, un costante studio di
nuove piattaforme tecnologiche, dei nuovi (e “vecchi”) luoghi social, delle nuove grammatiche digitali. Con l’attenzione rivolta alle modifiche dei comportamenti.!
• La convinzione che i social network costituiscano, per il turismo, non solo un fondamentale momento di promozione ma anche un eccezionale strumento per aggregare un territorio.!
!In sintesi occorre valorizzare la componente social e trasformarla da obiettivo in strumento per fare network, online e offline.!
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Online e offline !non sono separati
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TURISMO PROBLEMA COMPLESSO
PIANO STRATEGICO PER LO SVILUPPO DEL TURISMO IN ITALIA !
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Quantità di voli diretti con i Paesi in forte crescita nettamente inferiore rispetto ai Paesi competitor (es., Germania, Francia, Spagna, UK). !Quantità di voli low-cost verso l'Europa inferiore rispetto ai concorrenti.
!
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TURISMO e CULTURA Musei più visitati al mondo (fonte Wikipedia)
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La strategia è sempre una sola
poi va declinata in diversi contesti
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In cosa si differenziano queste immagini?
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In cosa si differenziano queste immagini?
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Immagine dallo spazio
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Un continuum di contenuti rispetto al cui fluire ci poniamo, alternativamente, nella condizione di ascolto o di produzione diretta. !dal libro “Turismo e reput’azione”
Social Networking map of Europe by Eric Fischer – (Twitter and Flickr)
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Scenario
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IL TURISMO NEL MONDO NON E’ IN CRISI
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IL TURISMO NEL MONDO NON E’ IN CRISI
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Infografica interattiva WTTC
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10,3% contributo tot. PIL
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1995: Italia 2° posto (7,1%)2010: Italia 5° posto (4,2 %)
Nello stesso periodo in cui l’Italia perdeva posizioni, si sviluppava internet.
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Distribuzione e intermediazione
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TURISMO DIGITALE
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278 miliardi di $
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nessuna OTA italiana!
Fonte: PhoCusWright’s Italian Online Travel Oveview – seventh edition
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OTA
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OTA
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Il turismo rappresenta il 43% dell’intero eCommerce italiano !
Cresce del 13% rispetto al 2012
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+ 250.000 posti di lavoro !+1% del PIL
Se l’investimento nel digitale fosse pari alla media europea, in Italia avremmo:
ricerca Oxford Economics per Google
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Brand di destinazione
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BRAND REPUTATION:!la coerenza rafforza il messaggio
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REPUTAZIONE E TURISMO
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Cosa è un brand?
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Come cambia il viaggio?
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Le fasi del viaggio
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Viggiano
libri film
racconti
domande ad amici/parenti guide
agenzie di viaggio
agenzie di viaggio albergo
foto filmini
…
cartoline diapositive racconti
PRIMA
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blog youtube
instagram facebook
domande ad amici/parenti motori
siti di recensioni social network siti proprietari
street view
OTA meta motori di ricerca
hotel smarthphone/app
social network
vine google map app meteo
…
twitter instagram facebook recensioni
…
OGGI
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Le persone, attraverso social network e geo-tagging, mappano i territori con foto e contenuti ed è ora possibile esplorare quegli stessi territori attraverso i racconti di chi li abita o li visita. !dal libro “Turismo e reput’azione”
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Dal libro “Turismo e Reput’azione”
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Nel passaggio dai pc fissi agli smartphone l’attenzione si è spostata dall’informazione all’emozione, dall’oggettivo al soggettivo, dalla razionalità all’esperienza. !!!dal libro “Turismo e Reput’azione”
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Brand Reputation (anche) Emotiva !dal libro “Turismo e Reput’azione”
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Analisi Almawave 2013: una fotografia dell’Italia attraverso lo studio del contenuto di circa 7,8 milioni di tweet in 6 lingue (inglese, francese, tedesco, spagnolo, portoghese e italiano)
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Analisi Almawave: una fotografia dell’Italia attraverso lo studio del contenuto di circa 7,8 milioni di tweet in 6 lingue (inglese, francese,
tedesco, spagnolo, portoghese e italiano)
approccio analitico non basta
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Non tutti amano le stesse cose o le amano in modo diverso
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Azione
Most Photographed Places in the World
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Azione
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Selfie e Turismo
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Selfie e Cultura
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Selfie e Turismo si chiamava autoscatto o autoritratto
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Che fare? !!Marketing
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IL TURISMO E’ UN MECCANISMO COMPLESSO E’ MOLTO PIU’ DI UN BEL SOLE E DI UN CIELO AZZURRO
Territorio
Turisti
Residenti
Cultura
Musica
Arte
FilmRadio
[...]
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RESIDENTI TEMPORANEI
#pzsmart foto di @gba su instagram
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Uscire da vecchi modelli Cambiare prospettiva
Mettersi “dall’altra parte” Scoprire un “mondo nuovo”
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DUE TENDENZE PRINCIPALI APPARENTEMENTE ANTITETICHE:- SOCIAL - L’ “IO” AL CENTRO
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CONDIVIDERE Possedere insieme
Partecipare insieme Offrire del proprio ad altri
Una parola al giorno
Dance Henry Matisse [MOMA - New York]
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Ho preso il mio iPhone, l’ho messo in modalità aeroplano e l’ho lanciato dalla finestra. Il peggior transformer che abbia mai visto. !(Leonardo su Facebook)
foto di Paola Faravelli
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Economia dell’IO
“Essere al centro cambia tutto. !Cambia la vostra percezione dello spazio, del
tempo e dei luoghi. .. !.!
Ora siete il punto di partenza.! !
Ora il mondo digitale segue voi, non il contrario.”!!
Nick Bilton “Io vivo nel futuro”
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REPUTAZIONE
RILEVANZA
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Nuovi scenari e nuovi modelli di Marketing
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http://socialmediatoday.com/bryan-kramer/2115561/there-no-more-b2b-or-b2c-it-s-human-human-h2h#ptlink.fid=5042&isc=1&did=c8529e1c116c54690aeb570f7c7f949002a9e2a0&ctp=article
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RILEVANZA
FIDUCIA
UTILITA’
OBIETTIVI ANTICHI ottenuti in MODI NUOVI
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Che fare? !!In pratica
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Il Marketing è prima di tutto, buon senso
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“El fotografo de guugolo”
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"no le mia roversa!!! parchè quando passa el fotografo de guugolo, el cata su la foto del teto e poi qui (bip) de turisti tedeschi, che no ghe crede mia al sito e ai cataeoghi che semo pieni de verde e che el ghe la pissina, i vede sulla mappa che l'è vero e ghe crede...El ma dito ne nevodo che guugolo passa el mese prosimo a catar su le foto...L'ano prossimo fasso anche un mosaico in pissina..." (via Andrea Casadei)
“El fotografo de guugolo”
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70Ne[x]t Tourism
ASCOLTO
NARRAZIONE
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Ascolto e Narrazione anche di un processo!il metodo è (anche) contenuto
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Incontro con Regioni e GdL
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TRENDS & STRATEGIES!!Based on input from the panels, a total of 64 trends were identified and included in the survey. The following top 20 trends were identified by respondents as having major impacts on their DMOs.!!The majority of these trends involve the collective impact of:!!
1. The rapid adoption of smart technology!2. Growing prominence of social media!3. A result of first two forces – the changing expectations and
requirements of customers
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Esempi
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UNIRE I PUNTINIUNIRE I PUNTINI
per costruire disegni
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FARSI PUNTINOche altri uniscono
UNIRE I PUNTINI
Ed Fairburn
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#ITisME è un laboratorio
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#ITisME è un laboratorio
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#ITisME è oggi una comunità, un modo di pensare il turismo e la cultura, un modo di studiare i territori, un modo di vivere i luoghi. !Il turismo sono IO. Siamo tutti NOI !(Fabrizio Barbato su Babele)
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TURISMO PROBLEMA COMPLESSO
PIANO STRATEGICO PER LO SVILUPPO DEL TURISMO IN ITALIA !
18 GENNAIO 2013
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L’EMILIA ROMAGNA raccoglie le immagini del gruppo #ITisME e crea uno slideshow per le gite “fuori porta”. !Ma fuori anche dalla regione che promuove. !Esempio, unico, di superamento dei confini amministrativi nella promozione.
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13 milioni impressions!2100 contributors
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AUSTRALIA
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Con e su i Social Network!la creatività non ha limiti
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Il successo nasce (anche) dall’innovazione!
Klout announced a new partnership with American Airlines that allows influencers with a Klout score over 55 to access 37 of the airline’s Admirals Clubs in 22 different cities, regardless of whether or not they’re flying American.
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Soluzioni creative con i social media per hotel!
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ABRUZZO
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ABRUZZO
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ABRUZZO
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Be Social ABRUZZO
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LAZIO
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LAZIO
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!!AZIONI CENTRIFUGHE Interessi e azioni diversificate
!SENSO CENTRIPETO Alla fine tutto converge
BASILICATA
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"La Basilicata esiste, è un po' come il concetto di Dio, o ci credi o non ci credi!"
Basilicata coast to coast
L’intera Basilicata a fianco di Matera forse unica APT a sostenere così apertamente la sua candidata
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BASILICATA
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EMILIA ROMAGNA
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FRIULI VENEZIA GIULIA
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Twitteratura
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Social Media Wedding
- Live tweeting of the ceremony and reception - Instagram photos and videos and Vine videos - Curating a unique wedding #hashtag - Encouraging guests to use hashtag and handles as they post to social media - Set up and maintenance of Wedding Blog before and after the big day - Curating registry wish list and dream honeymoon Pinterest boards to inspire couple !!Rate: $3,000 !fonte: W Hotels in New York
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➡ notte gratis a chi ha più di 10.000 follower ➡ hashtag #1888hotel➡ una cornice attende chi vuole scattarsi un "selfie" ➡ le mappe della città indicano i posti più "instagrammabili"➡ in camera un iPad permette di fare tutto, da accendere l'aria condizionata fino a ordinare la colazione in camera.
INSTAGRAM 1888 HOTEL
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Ma ricordiamoci sempre che…
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Il turismo del futuro?
Parte dai cittadini residenti, dalla loro qualità della vita, dalla capacità di essere felici, dalla loro cura verso la terra che abitano.
I turisti arriveranno di conseguenza.
Carlo Petrini – Slow Food
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FOCUS TURISMO
GRAZIE!!
Roberta Milano co-founder BTO Educational
contatti: [email protected] blog: www.robertamilano.com
twitter: @robertamilano