Web 2.0 and Destination Marketing

Mag. Martin Schobert

Head of Research & DevelopmentAustrian National Tourist Office

If everybody of this audience tell‘s his experience online …

… would it still sounds like Austria?

What?The Actions.

To Whom? The Stakeholders.

Why?The Benefit.

What you can expact today

Is social web relevant for DMO?

What?The Objectives.

To Whom? The Stakeholders.

Why?The Benefit.

What you can expact today

Is social web relevant for DMO?

Traveller‘s View on Destinations

cards

videos

blogs

pictures

communities

ads

news

UGC

DMO

Traveller‘s View on Destinations

operate brand the way you want to.

DMO‘s Objectives & Challenge is

... operate brand online - BUT:

…“offsite“!

(offside website)

Draw guest attention to DMO‘s brand!

But why is Social Media important?

Reichweiten im WWW

To Whom? The Stakeholders.

Is social web relevant for DMO‘s?

Why?The Benefit.

How people use Social Technologies

Different Social Media Audience

Who is using Social Media?

Creators

Critics

Collectors

Joiner

Spectators

The percentage differs in every country!

24%

37%21%51%

73%

14%19%6%

29%49%

9%12%4%

21%38%

USA EU D Jap

Percentage adults 18+, multi-answers possiblesource:Forrester Research 2009, http://www.forrester.com/Groundswell/profile_tool.html

34%30%11%

26%69%

ALL DMO Stakeholders Social Web

Anteil aller Erwachsenen, Mehrfachnennung möglichQuelle: http://www.forrester.com/Groundswell

Consumer / Guests

Journalists& Press

Partner(B2B)

Employees

To Whom? The Stakeholders.

Is social web relevant for DMO‘s?

What?The Actions.

Why?The Benefit.

ANTO‘s Key-Actions Social Web

ListenGet feedback, identify multiplikants, monitoring, research.

TalkBe part of the community, spread the brand’s messages

SupportTravel-information online, dialogue with (potential) guests, differentiation through quality & design of online-services

Functions and Tools at Social Web

Funktionen und Tools im Social Web

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html

International Stakeholder USA

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html

International Stakeholder Japan

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html

International Stakeholder France

Support-Requests at Social Web

Content Aggregation of Social Web

Portal = global mash-up of relevant content to Austria.

User Generated Content (TripAdvisor, TripWolf, Lovo, …)

Next step: integration of travel guide, travel reports, DMO…

Explore yourself on: www.austria.info

Tools change.Technology is not important!Everything already exists.Tools don‘t talk – people do!Stop broadcasting – tell stories!

Focus on people – not tools!

Conclusion - Social Media Tools

Different tools on different markets.Focus on conversations!Use local languages!Invest in online monitoring!

Allsocial media

is local !

Conclusion 2 - Social Media Stakeholder

Partners

Press

Employees

Users

SupportTalkListen

Blogs

Communities

WidgetsVideos

WikisRatings & Reviews

Last: How to find the right Social Media?

I am glad if I could help to broader yours …

Mag. Martin Schobert

Head of Research & DevelopmentAustrian National Tourist Officehttp://blog.austriatourism.com