Anders Boelskifte MogensenAnders@seismonaut.com

SOCIAL MEDIA

RETHINKINGWITH

MARKETING

AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers

AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers

AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers

AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers

AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers

INTRODUCTIONTO SEISMONAUT

SEISMONAUT IS A STRATEGIC INNOVATION CONSULTANCY BASED IN DENMARK

WE DELIVER DIGITAL STRATEGIES FOR CLIENTS WITHIN THE TOURISM INDUSTRY

AND CREATE CAMPAIGNS, PROJECTS AND SERVICES THAT MAKE AN IMPACT

WE ARE PROUD TO BE WORKING WITH A LARGE NUMBER OF DESTINATION MARKETING ORGANISATIONS, HOTELS AND ATTRACTIONS

SHARED BY ALL IS A DESIRE FOR INSPIRATION AND AN AWARENESS OF THE IMPORTANCE OF BEING CHALLENGED

RETHINKING YOUR TOURISM

MARKETING

WHAT IS THE MOST IMPORTANT INFORMATION

SOURCE WHEN PLANNING YOUR HOLIDAY?

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

HOW MANY % OF ALL WEB SEARCHES IN EUROPE START AT GOOGLE?

MORE THAN 75% OF ALL SEARCHES!

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

BETWEEN 60-70% OF MARKETING BUDGETS

IN DENMARK ARE STILL BEING SPENT HERE

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

WHERE AND HOW DO YOU PLAN TO SPEND

YOUR MARKETING BUDGETS IN 2011?

SOMETHING HAS CHANGED

ALSO WITHIN THE TRAVEL INDUSTRY

THE DIGITAL TRAVELERS HAVE ARRIVED

AND THEY ARE CHALLENGING OUR USUAL WAYS OF THINKING

GONE ARE THE PASSIVE OBSERVERS WHO WE COULD

APPROACH

WITH OUR TRADITIONAL BROADCAST MENTALITY

THE INTERNET HAS BECOME THE FOREMOST INFLUENCE ON THE

CONSUMER’S DECISION PROCESS

AND ONLINE TRAVELERS DECIDE ON WHERE TO SPEND THERE

VACATION BY VIEWING

PICTURES TAKEN BY ORDINARY PEOPLE ON FLICKR

BY READING TRIP REPORTS WRITTEN BY ORDINARY PEOPLE

BY WATCHING AUTENTIC VIDEOS POSTED ON YOUTUBE

OR CHECKING HOTEL REVIEWS ON TRIPADVISOR.COM

THIS IS NOT ONLY HAPPENING IN THE US !!

GOOGLE ADWORDS

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

OFFICIAL WEBSITE

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

USER GENERATED CONTENT

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

(c) wanderlust report 2010

WE HAVE MAKE THE MOVE TO A DIALOGUE BASED APPROACH TO

MARKETING

WHERE WE ENGAGE WITH OUR CUSTOMERS ONLINE

10 STEPS TO A WINNING SOCIAL

MEDIA MARKETING PLAN

MONITOR YOUR BRAND START LISTENING TO THE ONLINE CONVERSATION

1

FIND YOUR TARGET AUDIENCEWHERE ARE THEY, WHAT ARE THEIR LIKES AND DISLIKES AND WHAT DO THEY WANT FROM YOU.

2

INVOLVE AND ENGAGE COMMENT AND DISCUSS TOPICS OF RELEVANCE FOR YOUR BUSINESS

3

STOP TRYING TO SELL SURE, THE ULTIMATE GOAL IS TO SELL, BUT YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE CONSTANTLY PUSHING OUT YOUR PRODUCTS.

4

CREATE & DISTRIBUTE CONTENTCONTENT IS KING. YOU MUST BE ABLE TO USE TOOLS LIKE WORDPRESS, TUMBLR, YOUTUBE

5

HVAD KRÆVER DET?

+ + +

SHOW ME - DON’T TELL

HVAD KRÆVER DET?

+ + +

$250

$0

$500 (or $0 you probably have one allready :)

TUMBLR = $0

PROMOTE YOU MUST PROMOTE YOUR SERVICE THROUGH RELEVANT ONLINE CHANNELS

6

BE HONESTYOUR FRIENDS AND FOLLOWERS EXPECT YOU TO BE 100% HONEST WITH THEM

7

CHOICEHOTELS.COM

TRIPADVISOR.COM

“Comfort Hotel Østerport is a hotel full of atmosphere and only a few years ago totally renovated, so today it appears in a fresh and modern style.”

CHOICEHOTELS.COM

GONE ARE THE DAYS WHEN WE COULD CHEAT IN BROCHURES

OR DRESS UP OUR HOTEL ROOM TO LOOK ALL GOOD

CHEAT WITH THE LOCATION

OR EVEN THE DINNER BUFFET

HIRE THE RIGHT PEOPLE CONSIDER HIRING PEOPLE WHO UNDERSTAND THIS NEW MINDSET YOU NEED THEM.

8

RUN SOME TEST PROJECTSGIVE YOUR IDEAS A TRY AND SEE IF THEY WORK IN REAL LIFE

9

DANISH OPEN AIR MUSEUM

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13-1819-25

26-3536-45

46-65Age groups

FACEBOOK IN DENMARK

DANISH OPEN AIR MUSEUM

TWO HOURS TO SET UP

5 HOUR TEST PERIOD

100 TEST PERSONS

100 FACEBOOK AMBASSADORS

WITH 100 FRIENDS EACH

REACHING 10K POTENTIAL VISITORS

MEASSURE EFFECTIVE CAMPAIGNS ARE ALWAYS MEASURED

10

48 HOURS IN DENMARK

USER DRIVEN INNOVATION

WORDPRESS BLOG

TWITTER

FACEBOOK

SEEDING THE STORY

BLOGGERS RESPONDING

BLOGGERS RESPONDING

BLOGGERS RESPONDING

TRENDWATCHING SITES

EVEN NEWSPAPERS PRINTED THE STORY

APPLICANTS

http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded

APPLICANTS

ONLINE VOTING

THREE WINNERS

DOCUMENTING THEIR TRIP

DOCUMENTING THEIR TRIP

DOCUMENTING THEIR TRIP

THE PROJECT GAVE US A STRONG USER INSIGHT

Anders Boelskifte MogensenFounding Partner, Seismonaut anders@seismonaut.com

THANK YOU!