steve keenan - six ways to move on in travel marketing
DESCRIPTION
Steve Keenan, former online travel editor at the Sunday Times talked delegates at the Visit York Tourism Conference through the social media marketing options available to themTRANSCRIPT
www.travelperspective.co.uk 1
Visit York Tourism Conference 2012Six ways to move on in
… travel marketing
@stevenkeenan
www.travelperspective.co.uk 2
My name is Steve…
www.travelperspective.co.uk 3
Newspaper declines
www.travelperspective.co.uk 4
Spin-off effects
www.travelperspective.co.uk 5
Six new ways to market travel1. Introduction – how’s it shifting
2. Tourist boards > DMOs
www.travelperspective.co.uk 6
It’s tough out there
Destination marketing is becoming extremely competitive worldwide. Destinations need to differentiate products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technology also enables destinations to enhance competitiveness by increasing visibility, reducing costs and enhancing local co-operation …- Dimitrios Buhalis, 2012
www.travelperspective.co.uk 7
Spain: social news hub
www.travelperspective.co.uk 8
The master/servant relationship
www.travelperspective.co.uk 9
Six new ways to market travel1. Introduction – how’s it shifting
2. Tourist boards > DMOs
3. Social media: Twitter + YouTube
www.travelperspective.co.uk 10
Visit York
www.travelperspective.co.uk 11
York Walls
www.travelperspective.co.uk 12
Some more
www.travelperspective.co.uk 13
Some more
www.travelperspective.co.uk 14
Some more
www.travelperspective.co.uk 15
@OrkneyLibrary
www.travelperspective.co.uk 16
Orkney humour 1
www.travelperspective.co.uk 17
Orkney humour 2
www.travelperspective.co.uk 18
Orkney humour 3
www.travelperspective.co.uk 19
It really is dull…
www.travelperspective.co.uk 20
City of York
www.travelperspective.co.uk 21
City of York council
www.travelperspective.co.uk 22
www.placestogo.travel
www.travelperspective.co.uk 23
YouTube search: York
www.travelperspective.co.uk 24
Rick Steve’s Europe
www.travelperspective.co.uk 25
Six new ways to market travel1. Introduction – how’s it shifting
2. Tourist boards > DMOs
3. Social media: Twitter + YouTube
4. Video
7 ways to create travel video
… that won’t break the bank
27
1. Do it yourself - Hostelworld
www.travelperspective.co.uk
www.travelperspective.co.uk 28
2. Get your staff to do it – Expert Africa
www.travelperspective.co.uk 29
3. Run a competition – Inside Japan
www.travelperspective.co.uk 30
4. Hire a vlogger – Intrepid Travel
www.travelperspective.co.uk 31
5. Think retro – Erna Low
www.travelperspective.co.uk 32
6. Timelapse
www.travelperspective.co.uk 33
7. Give G+ Hangouts a try
www.travelperspective.co.uk 34
Video please!
• Tourist attraction: Inside the Minster roof; making chocolate; timelapse of engine cabins
• Restaurants: the provenance of your food • B&B owner: Likewise, from pigsty to plate
www.travelperspective.co.uk 35
This little piggy…
www.travelperspective.co.uk 36
Six new ways to market travel1. Introduction – how’s it shifting
2. Tourist boards > DMOs
3. Social media: Twitter + YouTube
4. Video
5. Instagram + Pinterest
www.travelperspective.co.uk 37
www.travelperspective.co.uk 38
The rise of image sites
www.travelperspective.co.uk 39
Cataluyna Instagram trip
http://www.slideshare.net/socialtrav/stm-miquel-alabern-catalunya
www.travelperspective.co.uk 40
Six new ways to market travel1. Introduction – how’s it shifting
2. Tourist boards > DMOs
3. Social media: Twitter + YouTube
4. Video
5. Instagram + Pinterest
6. Bringing bloggers to your city
www.travelperspective.co.uk 41
Blogville Italy
http://www.slideshare.net/socialtrav/blogville-stm2012
www.travelperspective.co.uk 42
Thank you