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Web 2.0 and Mag Martin SchobertWeb 2.0 and Destination Marketing
Mag. Martin SchobertHead of Research & DevelopmentAustrian National Tourist Office
If everybody of this audience … would it still tell‘s his experience online … sounds like Austria?
What you can expact today
Why?The Benefit.
What?h A i
To Whom? h k h ldThe Actions. The Stakeholders.
Is social web relevant for DMO?
What you can expact today
Why?The Benefit.
What?h Obj i
To Whom? h k h ldThe Objectives. The Stakeholders.
Is social web relevant for DMO?
Traveller‘s View on Destinations
Traveller‘s View on Destinations
dcards
adsUGC
id
UGC
videos
DMO
communities
DMO
pictures
blogs
news
t b doperate brand pthe way youthe way you want towant to.
DMO‘s Objectives & Challenge is
... operate brand online - BUT:
…“offsite“!(offside website)
Draw guest tt ti tattention to
DMO‘s brand!
But why is Social Media important?
Reichweiten im WWW
Is social web relevant for DMO‘s?
Why?The Benefit.
To Whom? h k h ldThe Stakeholders.
How people use Social Technologies
Different Social Media Audience
Wh i i S i l M di ?Who is using Social Media?
Creators 24% 14% 9%USA EU D Jap
34%Critics
Collectors37%21%
19%6%
12%4%
30%11%
Joiner
Spectators
51%73%
29%49%
21%38%
26%69%
The percentage differs in every country!The percentage differs in every country!
Percentage adults 18+, multi-answers possiblesource:Forrester Research 2009, http://www.forrester.com/Groundswell/profile_tool.html
ALL DMO Stakeholders Social Web
Consumer /Guests
Journalists& Press
P t
Employees
Partner(B2B)
Anteil aller Erwachsenen, Mehrfachnennung möglichQuelle: http://www.forrester.com/Groundswell
Is social web relevant for DMO‘s?
Why?The Benefit.
To Whom? h k h ld
What?h A i The Stakeholders.The Actions.
ANTO‘s Key-Actions Social Web
ListenGet feedback identify multiplikants monitoring researchGet feedback, identify multiplikants, monitoring, research.
TalkBe part of the community, spread the brand’s messages
SupportSupportTravel-information online, dialogue with (potential) guests, differentiation through quality & design of online-servicesg q y g
Functions and Tools at Social Web
Funktionen und Tools im Social Web
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
source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html
Support-Requests at Social Web
Content Aggregation of Social Web
Portal = global mash-up of relevant content to AustriaPortal global mash up of relevant content to Austria.
User Generated Content (TripAdvisor TripWolf Lovo )User Generated Content (TripAdvisor, TripWolf, Lovo, …)
N t t i t ti f t l id t l t DMONext step: integration of travel guide, travel reports, DMO…
Explore yourself on: www.austria.info
Conclusion - Social Media Tools
Tools change.Technology is not important!
Focus on people
Everything already exists.Tools don‘t talk – people do!
on people – not tools!p p
Stop broadcasting – tell stories!
Conclusion 2 - Social Media Stakeholder
Different tools on different markets.Focus on conversations!Use local languages!Invest in online monitoring!
Allsocial mediaInvest in online monitoring! social media
is local !
Last: How to find the right Social Media?
SupportTalkListen
Users
pp
WidgetsVideosRatings &
E l
Users WidgetsWikis
gReviews
Employees Communities
Press
Partners Blogs
I am glad if I could help toMag. Martin Schobert
I am glad if I could help to broader yours …
Head of Research & DevelopmentAustrian National Tourist Officehttp://blog.austriatourism.com
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