Australia.com and Marketing with a Web 2.0 Twist

Australia.com and marketing with a web 2.0 twist

Christian Bartens, Digital Analyst, Tourism Australia

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ australia.com ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ tourism network ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ tourism network ]

QLD NSW VIC ACT TAS NT SAWA

ATDW

Agents

Search

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ new strategy ]

40%of visitors to australia.com

60%of visitors

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ reach realities ]

australia.com

taking our brand where the eyeballs are

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ youtube.com ]

Consumers producing, contributing, adding, suggesting for non-monetary reasons, leaving economists (and well-known brands) in shock.

If only they would reap the benefits from understanding that increasingly, contributing

constitutes status for creative individuals

[ hobbynomics ]

[ july 2007 ] [ christianbartens.com ]

Source: Trendwatching

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ basic human needs ]

Source: Maslow

web 2.0

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ social media ]

Source: Business Week

[ august 2007, christian bartens, digital analyst, tourism australia ]

10%Synthesisersfind, adapt, add to and

share

[ creators vs. synthesisers ]

100%Consumers search for and find content

1%Creators

start groups, create and

publish

web 2.0

Source: Isobar

V I R A

L

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ paradigm shift ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ one step further ]

standard media

web 2.0 / social media

new media

[ facebook.com ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ maps.google.com.au ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ schmap.com ]

[ westernaustralia.tv ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ queenslandholidays.com.au ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ august 2007, christian bartens, digital analyst, tourism australia ]

[ back to basics ]

company consumer

ServiceSupportEmployeesDistribution

ExperienceBrand

search

wom, blogs, emails, reviews, communities, social networks, photo sharing, video sharing

marketing

Source: Don E. Schultz, Northwestern University

?[ questions ]

cbartens@tourism.australia.com