tourism 2.0

Copyright 2010 Tiago Silvério Marques

Tourism 2.0Winning has never been so easy


“If you can't convince them, confuse them.”

Harry S. Truman33 º Presidente dos EUA

(1884- 1972)


In a world with ever more options, how to differentiate your brand?

Until now more options = more freedom = happiness

But today unhappiness = paralysis in the decision and fear the wrong choice plus cost of that option not taken

*Barry Schwartz on The Paradox of Choice (2004)


Consumer AtentionDo the test:

http://www.youtube.com/watch?v=ubNF9QNEQLA

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http://www.youtube.com/watch?v=ubNF9QNEQLA


Changing Power

More people died in 2001, when a private attack the US, than in 1941 when a nation (Japan) attack the US

Today my PC costs 4 times less with 8 times more Power, than 3 years ago.


http://www.youtube.com/watch?v=_OBlgSz8sSM&feature=player_embedded




Do you want to be a Target?Most consumers no longer like

to be a target

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They want to be 2.0 Consumer

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Crowd Sourcing

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Exchange of Experience


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Open InnovationCollective Intelligence

Open Inovation


Communication 2.0 = Listen first, sell later

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MY.BARACKOBAMA.COM*

+ 1.500.000 followers+ 150.000 events+ USD 400.000.000

1st African American and one of the poorest U.S. Presidents

*Marketeer Março de 2009

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Mkt: Bytes vs Atoms

1. Use free tools from WEB2. Faster, better targeting with real-time details3. Customization facilitating the contact button

and increasing awareness4. Easily grasp market signals and trends5. Guide or influence the customer perception that

research on WEB 2.0 before buying


Facts 2.0


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Facts 2.0

Buscas = Search

Today YT is the second largest SE


50 million users:Radio 38 yearsTV 13 yearsInternet 4 years

Facebook

7 years = 500 million50 million over the 1st 2 yearsFont: Socialnomics

Facts 2.0


+ 4.5 million Internet users each day

+ 2.8 mobile internet users

+ 2.5 million gain access to virtual communities

+ 40 million hours in virtual communities

15 hours and 40 minutes per user.

In March alone from 1.6 million unique users, 742

million pages and 4 million hours in virtual

communities.Font: Marketest 10/2010

Facts 2.0 Portugal


1. Be Found: where are you on Google?2. Being Relevant: what pain do you solve to

your costumer?3. Being Authentic: what happens in Vegas ... ...

Dos not stay in Vegas any more.4. Being Promoted: by our customers ...

WEB 2.O Map:1. Where is our target audience?2. What are they doing?3. What are their objectives participating in Web 2.04. Giving and receiving, listening first

Sucess 2.0, How?


Give the power of the reference customers

Disseminate our brand with low costs

Be the first on Google

Being on the websites of our fans

Be found where the customers are

Be truthful with people without trying to buy them

2.0 Power


Shotgun technique

Talk, talk, talk and listen

Because it is cheap does not return back

Is automatic, easy, with no work

Like a Flyer: make many

Profiles incomplete or inadequate

U.S. = Portugal

Being in all = Many Friends, Immense Business

Bad definition of SEO and Keywords

Common Mistakes


ToolsTrends• Google• Google, Insigths for Search,Trends• Google News (Clipping)

Keywords • Adwords.google.com • Keyword Elite

Web 2.0 Management and Content Sharing• Ping.fm • People Browser


ToolsProduct Management, increased Awareness, Networking and Market Research, testing and sampling in real time, customer prospecting Social Networking: Facebook, Orkut, LinkedIn or Ning Blog: Blogger, Wordpress or Weebly Microblogging: special offers and buzz Video (YouTube or Ustream) explanations, history, viral Audio (podcasts): history, leadership and books Image: Flickr or Picassa Geo Referencing: Google Maps or Google Earth Wikipedia: information


Tourism 2.0

Public Administration

Ecosystem:

SMETransports Residents

Destinations


Tourists go to where the transport take them. Destinations suffer:

Stockholm Funchal come and go € 407Stockholm Athens to come and go € 182

You have to reposition your destination according to that

Tourism 2.0 Ecosystem:


Residentes talk a lot!Tourism 2.0 Ecosystem:


SME

Tourism 2.0 Ecosystem:


Tourism 2.0 Today the Public Administration is not the only one or even the most important!


Tourism 2.0

Madeira USP?


Tourism 2.0 Paradox of Choice: what pain are you solving, them?


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Thanks!Tiago Silvério Marques+351 967816422

www.marketingdepeso.com

www.linkedin.com/in/tiagosilveriomarquespt-pt.facebook.com/tiagosilveriomarques

http://www.marketingdepeso.com/

http://www.linkedin.com/in/tiagosilveriomarques





mailto:[email protected]




tourism 2.0

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