steve keenan - six ways to move on in travel marketing

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Visit York Tourism Conference 2012Six ways to move on in

… travel marketing

@stevenkeenan

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My name is Steve…

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Newspaper declines

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Spin-off effects

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Six new ways to market travel1. Introduction – how’s it shifting

2. Tourist boards > DMOs

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It’s tough out there

Destination marketing is becoming extremely competitive worldwide. Destinations need to differentiate products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technology also enables destinations to enhance competitiveness by increasing visibility, reducing costs and enhancing local co-operation …- Dimitrios Buhalis, 2012

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Spain: social news hub

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The master/servant relationship

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Six new ways to market travel1. Introduction – how’s it shifting

2. Tourist boards > DMOs

3. Social media: Twitter + YouTube

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Visit York

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York Walls

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Some more

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Some more

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Some more

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@OrkneyLibrary

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Orkney humour 1

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Orkney humour 2

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Orkney humour 3

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It really is dull…

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City of York

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City of York council

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www.placestogo.travel

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YouTube search: York

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Rick Steve’s Europe

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Six new ways to market travel1. Introduction – how’s it shifting

2. Tourist boards > DMOs

3. Social media: Twitter + YouTube

4. Video

7 ways to create travel video

… that won’t break the bank

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1. Do it yourself - Hostelworld

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2. Get your staff to do it – Expert Africa

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3. Run a competition – Inside Japan

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4. Hire a vlogger – Intrepid Travel

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5. Think retro – Erna Low

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6. Timelapse

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7. Give G+ Hangouts a try

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Video please!

• Tourist attraction: Inside the Minster roof; making chocolate; timelapse of engine cabins

• Restaurants: the provenance of your food • B&B owner: Likewise, from pigsty to plate

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This little piggy…

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Six new ways to market travel1. Introduction – how’s it shifting

2. Tourist boards > DMOs

3. Social media: Twitter + YouTube

4. Video

5. Instagram + Pinterest

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Pinterest

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The rise of image sites

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Cataluyna Instagram trip

http://www.slideshare.net/socialtrav/stm-miquel-alabern-catalunya

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Six new ways to market travel1. Introduction – how’s it shifting

2. Tourist boards > DMOs

3. Social media: Twitter + YouTube

4. Video

5. Instagram + Pinterest

6. Bringing bloggers to your city

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Blogville Italy

http://www.slideshare.net/socialtrav/blogville-stm2012

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Thank you