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Slides from a presentation on 8th May 2008.
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Tourism 2.0
‘The Times They are a Changing’
Dr. Jim HamillAlan Stevensonjim.hamill@ukonline.co.ukast3v3nson@googlemail.com
8th May, 2008
Agenda
• Welcome and Introductions (Fiona Milligan)
• Tourism 2.0: – An Overview (Jim Hamill)– Examples (Jim Hamill and Alan Stevenson)
• Lunch
• ‘Getting There’: Web 2.0 Strategy Development and Implementation (Alan Stevenson)
• Questions and Discussion (throughout the session)
Tourism 2.0
An Overview
What Is It?
• A new buzz word coined by management consultants to encourage us to part with our hard earned cash
or
• A fundamental change in the way people use the Internet, their online expectations and experiences
What Is It?• It’s a fundamental, revolutionary change……
• Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries, especially in information intense sectors such as tourism
• Major opportunities for Scottish tourism to ‘engage’ with our customers - but also threats…….
• Implications for e-tourism support
What Is It?
• All revolutions have ‘winners’ and ‘losers’. ‘Winners’ will be tourism businesses and DMOs who fully utilise the interactive power of Web 2.0 technology for building strong ‘1-to-1’ customer and network relationships - especially with their ‘Most Valuable’ and ‘Most Growable’
• Those who fully leverage Web 2.0 for ‘Identifying, Acquiring, Retaining and Growing ‘Quality’ Customers
• Requires a new ‘mindset’ and new approaches to tourism strategy and online marketing
• Marketing as a ‘conversation’……
Tourism 2.0
• A fundamental change in the way people use the Internet …….
• Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by
– Information ‘pull’ rather than ‘push’– User generated content– Openness, sharing, collaboration, interaction, communities, and social
networking
• ‘Power to the people’ – Web 2.0 empowers people
• The revolutionary nature of these changes is having a profound impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries
‘Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the
end of the beginning’
Winston Churchill
Web 2.0The end of the beginning of……..
• The read only Internet
• The ‘tell them how good’ we are Internet
• Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more)
• The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages ------ the ‘brand’ becomes the customer experience
• The end of the ‘Visit Us’ web site…..and the beginning of the ‘Visited Us’ web site
Tourism 2.0An Overview
» Applications» Features and Characteristics» Implications
Applications
Social Network Sites
Social Content
Social Bookmarks
Blogs
Wikis
Virtual Realities
RSS Feeds
Podcasts
Social Applications
Mash Ups
Mobile Web; Internet Telephony
Characteristics
Communities and Networks
Interactivity
Social Element
Openness
Peering
Hosted Services
Global
Sharing
Empowerment
Mass Collaboration
The Internet as the platform
Impact
Business Intelligence
Customer Interaction
Sales & Marketing
Customer Experience
Customer Insight
Processes and HRM
Mindset
Product Development
Reputation Management
Rich Internet Applications
IT Infrastructure
Tourism 2.0Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyCharacteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact – Wikitourism
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
Business Impact
The need for new tourism models
– Traditional approach:• Innovate – Differentiate – Market and Promote - Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
Some Examples Non Tourism
Tourism
Tourism Examples
Review and Recommendation Sites
Others• Lonely Planet Thorn Tree Travel Forum• Igougo• Holidaywatchdog• Review Centre• Holiday Check• Mytripbook• Gusto• Travelpost• Realtravel• Traveltogether• Yahoo trip planner
Some with interactive planning tools
User Generated Sites
Flickr
YouTube
Visit Scotland on YouTube(Mountain Biking)
Don’t mess with the buffalos…..
Social Network Sites
Some DMOs
www.visitoslo.com• Customer ratings/reviews in the online hotel booking application
• Distribution of information in xml-feeds to other websites such as www.visitnorway.com and several other sites
• Mash-ups in Google Maps/Google Earth
• Distribution of information in xml-feeds to Text-TV, monitors on the Airport Express Train, monitors at Oslo Airport Gardermoen etc
• Distribution of our booking facilities through white label solutions http://holmenkollen.wp.karbon.no
• Presence in communities, ex: Facebook with videos, events
• Advergaming widget “Holmenkollen ski jump” as generator of traffic to website; ex here at official site of World Championship in Oslo 2011 http://www.oslo2011.no/ (generated lots of new traffic to site as link spreads quickly!)
www.visitoslo.comUnder development:
• Several widgets/applications for Facebook, Myspace etc
• RSS feeds
• Possibility to rate and review all product information our site, and download photos, videos on them
• Competitions and other added values for consumer in order to get consumers to share information
• Advanced search tools on both editorial information and user generated content
New Zealand
Pure Michigan
Some Tourism Businesses
A small hotel in the Cairngorms owned by two gay gentlemen
Who are our customers and where do we find them hanging out on the Internet?
A Mash Up
Blogs andPodcasts etc
Google Alerts, RSS Feeds, Social Bookmarking
Virtual Reality
And Finally…..
1. Learn more
2. Get involved
3. Develop a strategy
4. Implement and Measure
Getting there…
Learn MoreApplication Tourism Demand Tourism Supply
RSS Feeds Personalised information search; time savings; ‘pull’ not ‘push’
RSS feeds on web site; maintain on-going communications; search engine position
Blogs Key source of impartial advice; impact on consumer behaviour
Exploit e-word of mouth effects; more powerful AIDA impact than advertising; customer insight; on-going dialogue
Social Networks Recommendations and feedback; socialise with similar interest groups; group travel planning; customer experience sharing
New types of cyber-intermediary e.g. travelpost.com, realtravel.com, traveltogether.com; online joint planning
Social Content Visitor generated content; activity-related content; destination content
Use of social content sites such as YouTube to promote and engage, channel to market
Podcasting Experience pre visit; influence behaviour; enhanced visit experience e.g. Visitor Attractions
Use of podcasts/vodcasts to enrich customer experience
MMORPG 3 dimensional virtual worlds e.g. Second life
Create virtual second life
Learn MoreApplication Tourism Demand Tourism Supply
Tagging/ Social Bookmarking Growth of folksonomy i.e. the environment of collaborative tools for identifying, sorting, tagging content
Add social bookmark tags to web site e.g. reddit; del.icio.us; stumbleupon etc etc
Mash-Ups Enhance online experience; increase functionality and use
Enrich web site at low cost e.g. map-based technologies + company, destination data (search, price comparison)
Wikis Consumer generated content; destination guides; service reviews; authority and peer review
Involve users in content generation; get involved / link to knowledge networks
Mobile Web / Internet Telephony
Content accessible in mobile format; affordable and convenient web-based communications
Mobile compatible Web and Web Applications; visitor access to VoIP
Social Applications Access to information and applications away from home
Use open source, hosted applications to improve business operations; accessible to visitors
Get Involved
1. Google Alerts
2. RSS Feeds and Podcasts
3. Blogs and Networks
4. User Generated Content
Google Alerts
• Subscribe to Google Alert service
• Create search terms and monitoring period
• Indicate methods of delivery
• Use intelligence:
• Update knowledge-base
• Share with customers and stakeholders
• Monitor use of Google Alerts
RSS Feeds and Podcasts
• Get a Feed Reader (Google Reader, IE7) and Player (iTunes)
• Identify knowledge sources or podcasts (ask others!)
• Subscribe to feeds / podcasts and manage on ongoing basis
• Use intelligence:
• Update knowledge-base
• Share with employees, customers, stakeholders
• Monitor use of RSS feeds through stats
Blogs and Networks• Research and develop a list of relevant sites
• Build knowledge of these sites through ‘Lurking’
• Agree short list of ‘quality’ sites
• Develop/implement a strategy for achieving presence
• You may wish to start participating
• You may wish to establish a formal presence e.g. Facebook
• You may wish to create your own presence e.g. Ning,
Wordpress
• Monitor the effectiveness of your participation
User Generated Content• Research list of relevant content, channels or groups e.g.
within Flikr, YouTube
• Build knowledge of key content sites, channels and groups
• Agree short list of ‘quality’ sites, channels and groups
• Develop/implement a strategy for UGC
• Position with existing ‘quality’ content
• Create new content / new content channel or group
• Encourage others to create and post content
• Monitor the effectiveness of your participation
Develop a StrategyThe Three Key Questions:
1. Who are our customers?
2. Where do we find them on the Internet?
3. How can we best enter into dialogue with them?
– Think and act like a customer
– Think and act like a network
Develop a Strategy: Think and act like a Customer
Customer Segment Where on the ‘net’ How to enter a dialogue / what message?
Potential Park Visitors – incl. walkers, mountain bikers, skiers, climbers, day breakers…
Travel reference sites, niche interest group blogs and networks,
niche interest group content
“Participation” (not selling) in key blogs and networks, strategic use
of UGC
Existing Park Visitors – as above
As above Hook existing visitors into CNPA network at key touchpoints e.g.
add your mountain bike video on YouTube CNPA.
Local Businesses - Professional networks like LinkedIn, travel reference sites,
destination wikis…consider creation as well as participation
Collaborative messages to end customers, a channel for local
businesses to engage with visitors, a channel for local
businesses to engage with CNPA
Local Communities and Residents
Locally focused social networks and blogs, niche interest blogs…
consider creation as well as participation
Your channel for dialogue with CNPA and others on key issues
related to…
Others
Develop a Strategy: Think and act like a network
• (Owned) Hub Community – a Web 2.0 enabled web presence with the aim of increasing community / participant value
• (Owned) Satellite Communities – Web 2.0 enabled sites carrying related message or focus e.g. YouTube Brand; Cairngorms Blog
• Other Hubs or Satellites – wider network that presents opportunities for conversation / cross-fertilisation
• Conversations and cross-fertilisation – Web 2.0 tools allow communities to connect e.g. comments on blogs, networks, UGC
Network Effect
CNP
Mountain Bikers
Conservationists
Mountain Climbers
Skiers
Walkers
Travel & TourismWeb Presence in Web 2.0
Develop Your Strategy
Customer Segment Where on the ‘net’ How to enter a dialogue
Questions / Discussion
Thank You
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