GATE Social Media

Cities‘s I‘ve visited - Social Media in Tourism

MarketingPresentation GATE e.V., 11th november 2010

Sven Tomschin

@vor_sprung

svenmeetsworld.blogspot.com

Sven Tomschin: Social Media in Tourism Marketing

FrameSocial Media and

TourismTourism

MarketingCommuni-cation

ProcessWeb 3.0

Social networks are just a little part in the framework of Social Media.So let‘s see what Social Media is about!

http://tinyurl.com/68744n



TourismTourism


ProcessWeb 3.0

Why is it important to deal with Social Media?



TourismTourism


ProcessWeb 3.0

http://bit.ly/aptDAz

Social networks gain more and more (active) members.

shop.huspo.ch



TourismTourism


ProcessWeb 3.0

http://bit.ly/aptDAz, http://bit.ly/bwnA0b,

A trend in which groups of all ages play their part.



TourismTourism


ProcessWeb 3.0

Social Media is already integrated into company‘s daily workfield.

Welche der folgenden Web 2.0 Tools werden in ihrem Unternehmen bereits benutzt?

http://scr.bi/cn5Uml

Kompras.de



TourismTourism


ProcessWeb 3.0

Cloud Computing?

Semantic web?

Mobile Computing?

Non-iPhone App Development?

MMO, RSS-Feed, SEO….

There are new requiremtents for the management (day-by-day)

Crenk Forum



TourismTourism


ProcessWeb 3.0

…as well as „marketing traps“

http://bit.ly/d0NwD3



TourismTourism


ProcessWeb 3.0

Why is Social Media important for the tourism industry?



TourismTourism


ProcessWeb 3.0

PROBLEM 1: Tourism is mostly about experiences, not numbers.

http://bit.ly/92NDAC

„México hermoso (beautiful Mexico)“



TourismTourism


ProcessWeb 3.0

vail.com

PROBLEM 2: Shorter planning horizon and realtime decissions by customers

http://bit.ly/bA2Dut

„Thank yout to everone who came to cheer the US Ski Team YESTERDAY“



TourismTourism


ProcessWeb 3.0

meliabali.com

PROBLEM 3: Importance of buzz marketing

„We‘ll certainly come back and will recommend the Melia to all our friends“

http://bit.ly/9Oji4K



TourismTourism


ProcessWeb 3.0

PROBLEM 4: Integration of customer into the product development process

„Also you should provide your own android app for anything“

„Which content/service would you like us to provide for the iPad?“



TourismTourism


ProcessWeb 3.0

PROBLEM 5: Intangible product features lead to an asymmetric information

„Of the three listed, St Croix is the least commercial and has the most laid back island feel“



TourismTourism


ProcessWeb 3.0

Web 3.0?



TourismTourism


ProcessWeb 3.0

http://bit.ly/b6WXR0

Web 3.0 is where the computer is generating new information.



TourismTourism


ProcessWeb 3.0

Web 3.0 is characterized by a higher (social) intelligence and mobility.

http://www.slideshare.net/mstrickland/the-evolution-of-web-30



TourismTourism


ProcessWeb 3.0

Semantic web helps finding information of all formattings (fotos, blogs, social networks etc.)



TourismTourism


ProcessWeb 3.0

Indiviual and social search, Context-advertisment, Search engine learns from search history



TourismTourism


ProcessWeb 3.0

Personalized internet, Thematic networks



TourismTourism


ProcessWeb 3.0

Replacement of profiles by social networkscan, Transparent users get „brands“, Transfer off all internet related actions into a personal

lifestream



TourismTourism


ProcessWeb 3.0

Overlapping of social networks, Permanent availability



TourismTourism


ProcessWeb 3.0

Social Media in Tourism Marketing



TourismTourism


ProcessWeb 3.0

The three pillars of Social Media Marketing

Content

*Blogs *Video *Text *Webinar *Powerpoint *Presentations *Audio Podcasts *Video Podcasts *Microblogging *Audio *Wikis *Forums *VlogsEtc. ***

Search Engine

Optimization

*Site building*Garner incoming *Maximize rankings

Organic SEO(content-driven)Artificial SEO(technology-driven)

Social Media

*Amplify impact of content:*Authenticity*Possibility to go viral *Draw qualified customers to your site*Get feedbacksEtc. ***

http://bit.ly/c50M1C



TourismTourism


ProcessWeb 3.0

Social Media is creating digital proximity through social, contentual, local and physical proximity

http://bit.ly/dulKCw



TourismTourism


ProcessWeb 3.0


Social Proximity: Synchronization of platforms, Social news, Single log in



TourismTourism


ProcessWeb 3.0


Contentual Proximity: explicit content (age, interests, etc.), Social contents (data from social networks etc.), implicit content (hyper-

targeting, etc.)



TourismTourism


ProcessWeb 3.0


Local Proximity: Geo-Codes, Hardware devices with GPS



TourismTourism


ProcessWeb 3.0

Physical Proximity: Interconnection of Cellulars, Notebooks, TV, etc.



TourismTourism


ProcessWeb 3.0

The 7 C‘s Model for a Social Media marketing process

http://slidesha.re/aCYLcR



TourismTourism


ProcessWeb 3.0

http://bit.ly/cOxyXY

And now start thinking about your content, and how to present and to share it!



TourismTourism


ProcessWeb 3.0

Social Media in Tourism Communication Process



TourismTourism


ProcessWeb 3.0

1. Content:

Relevant to target groups? Interesting, outstanding, unexpected?

2. Use keywords

Relevant and used by your target group?

3. Optimize search-and browsability

4. Don’t forget to post important links.

5. Use tools to go viral

Social Media, Rss-Feeds, PR distribution systems, website etc.

http://bit.ly/4qaeaG

Optimize your communication in Social Media



TourismTourism


ProcessWeb 3.0

Level 1 GagGet your attention quickly, disrupt or make you laugh

Level 2 UtilityProvide intelligent contextual data with in-the-moment-value

Level 3 Social ConnectivityPeople are helped to spread news via social networks

Level 4 Brand CustomizationGive customers the tools to invent, create and invest their time to personalize

the product

Level 5 Brand LifestyleBrand provides every day services, utilities, customization and social ecosystems

5 stages of customer relationships

http://scr.bi/cn5Uml



TourismTourism


ProcessWeb 3.0

Gag



TourismTourism


ProcessWeb 3.0

Utility



TourismTourism


ProcessWeb 3.0

Connectivity



TourismTourism


ProcessWeb 3.0

Brand Customization

http://bit.ly/aW7re0



TourismTourism


ProcessWeb 3.0

Brand Lifestyle

Cities‘s I‘ve visited - Social Media in Tourism

MarketingPresentation GATE e.V., 11th november 2010

Sven Tomschin

@vor_sprung

svenmeetsworld.blogspot.com

So let‘s see what you‘ve learnedand SHARE this presentation! ;)

Technology

GATE Social Media