digital turisme 2014
Post on 18-Oct-2014
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Tal og trends til digital turisme 2014.TRANSCRIPT
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Daniel Ord RasmussenTwitter: @danielord
(Digital) Turisme mod 2014
http://www.flickr.com/photos/srikanth_jandy/5733464781/sizes/l/
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http://palloc.com/ios-7-wallpaper-widescreen.html
Vi hjælper virksomheder og organisationer med at navigere i den digitale udvikling, speciale i sociale medier og turisme.Kontorer i Aarhus, København og Abuja (Nigeria).
Seismonaut
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ProgramTurisme 2014Turisten 2014Mobilt internetSociale Medier
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Turisme 2014
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Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
Kun 1 ud af 3 er optimistisk, når det kommer til økonomien
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http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/
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40%vil øge rejsebudgettet i 2014
Men
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
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http://palloc.com/ios-7-wallpaper-widescreen.htmlhttp://www.flickr.com/photos/31488611@N08/3344864512/sizes/l/
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20%vi øge antallet af korte ferier
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
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Hvad sparer folk på, for at få råd til ferie?
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
0
15
30
45
60
Byture Spise ude Tøj og personlige ting Underholdning Barns uddannelse ;-(
5
384043
51
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Folk bliver i hjemlandet, men ikke udelukkende af økonomiske årsager
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Årsager til at tage på ferie i eget land
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
0
12,5
25
37,5
50
Vil udforske eget land Besøge familie Det er billigere
2729
42%
%%
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Hvad er jeres største udfordring (udover tid) lige nu?
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http://palloc.com/ios-7-wallpaper-widescreen.html
38%af virksomheder vil øge markedsføringsbudgetterne i 2014
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
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http://palloc.com/ios-7-wallpaper-widescreen.html
36%vil bruge mere på efteruddannelse
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
Men kun
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Europa ses globalt set som den største “dream destination”(med undetagelse af turister fra Asien og Mellemøsten, som ser egne lande som drømmedestinationer)
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
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Så der er masser af potentiale
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De nye turister
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Turister overvejer i gennemsnit
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
??
???
? ?forskellige overnatningssteder
7- før de vælger
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http://palloc.com/ios-7-wallpaper-widescreen.html
86%siger gratis WiFi er en medvirkende faktor til deres valg at overnatning
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
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http://palloc.com/ios-7-wallpaper-widescreen.html
70%Til sammenligning siger
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
det samme om gratis parkering
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http://palloc.com/ios-7-wallpaper-widescreen.html
96%af globale rejsende siger, at online anmeldelser har indflydelse på deres booking
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
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51%har skrevet en anmeldelse selv
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
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http://palloc.com/ios-7-wallpaper-widescreen.html
68%af amerikanske hoteller lykønsker eller belønner ansatte efter gode anmeldelser
Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
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Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
En gennemsnitlig gruppe af rejsende har i dag
4 enhedermed, som kan gå på nettet
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Mobilt internet
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Smartphones og tablets er i dag faste elementer i turisternes hverdag
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Android Win PhoneiPhone + iPad
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0
25
50
75
100
18 - 24 25 - 34 35 - 44 45 - 54 55+
27,1
61,8
78,580,2
90,9
Smartphones-udbredelse i DK
Google Our Mobile Planet Nov 2013
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59%af danskerne har nu en smartphone
Google Our Mobile Planet Nov 2013
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0
20
40
60
80
18 - 24 25 - 34 35 - 44 45 - 54 55+
63,669,370
75,479,4
Har søgt efter produkter
Google Our Mobile Planet Nov 2013
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72%har søgt et produkt via deres smartphone
Google Our Mobile Planet Nov 2013
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0
17,5
35
52,5
70
18 - 24 25 - 34 35 - 44 45 - 54 55+
40,641,241,1
51,2
61,3
Har søgt rejseinfo
Google Our Mobile Planet Nov 2013
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47%har søgt rejseinformation via deres smartphone
Google Our Mobile Planet Nov 2013
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Kilde: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
af rejsende siger, muligheder for at booke via mobil er nyttig, men kun
72%
af turistvirksomheder tilbyder i dag mobile ydelser
25%
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Hvor bruges mobil?
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http://palloc.com/ios-7-wallpaper-widescreen.htmlDR Medieudviklingen 2011 http://www.dr.dk/NR/rdonlyres/D0F84992-F0E6-4107-A2B2-72B6F35B42D4/3471656/medieudv2011_download.pdf
på badeværelset
på sofaen
som passager (bil, tog etc.)
i sengenpå arbejde
mens man venter
Bruges overalt
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Hvornår på dagen?
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http://palloc.com/ios-7-wallpaper-widescreen.htmlKilde: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.
Does not indicate absolute or relative traffic volumes.
Erstatter i nogle tilfælde PC’en, understøtter i andre
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Indhold skal være platformsuafhængigt og virke overalt.Flere og flere har ikke en PC.
Derfor: Platforms uafhængighed (Responsive Design)
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SoLoMo
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http://palloc.com/ios-7-wallpaper-widescreen.html
Social + Local + Mobile
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- han tager mobilen frem- og søger i nærheden. - han finder en masse forslag, og vælger den med de bedste anmeldelser.
En turist leder efter et sted at spise
+ +
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Nye muligheder
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Sidste nyt: iBeaconApples nyeste måde at integrere fysiske og digitale tjenester med hinanden
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Det nye info-point?• Audioguide• Auto check-in• Tilbud og tjenester• Indendørs Google Maps
http://estimote.com/images/estimote-beacon-icy-marshmallow.jpg
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Den offentlige hemmelighed• Alle iPhones og iPads
siden 4s og iPad 3 kan både modtage og sende iBeacon-signaler
• Der er allerede op til 190 mio. enheder i omløb
http://techcrunch.com/2013/12/07/the-open-secret-of-ibeacon-apple-could-have-250m-units-in-the-wild-by-2014/
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http://www.flickr.com/photos/niallkennedy/5247687716/sizes/l/
iPad
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Testes i julehandlen 2013
http://techcrunch.com/2013/12/07/the-open-secret-of-ibeacon-apple-could-have-250m-units-in-the-wild-by-2014/
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Nye muligheder
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digital native
http://www.flickr.com/photos/umpcportal/4581962986/
Mange tænker “unge”, når vi siger smarthones og iPads, men...
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Min mormor på 84 elsker sin - og hun har aldrig brugt PC
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Sociale Medier
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IT-anvendelse i Virksomheder i 2013 http://www.dst.dk/da/Statistik/Publikationer/VisPub.aspx?cid=17972
Af dem der bruger SM
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Facebook er ikke længere gratis
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http://komfo.com/about/press/fan-penetration-on-facebook-decreased-by-42-since-august/ + http://www.insidefacebook.com/2013/12/05/facebook-pages-may-see-organic-reach-decline/
Organisk reach er
Facebook svar? “Jep, det er med vilje. Køb en annonce.”
faldet med 42 % siden sommerferien 2013
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The free ride is overAnnoncering har aldrig været vigtigere på sociale medier
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Hvem bruger ikke annoncer på FB?
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En potentiel løsning er diversificering - flere sociale medier til flere formål
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Men det kræver content strategi - og mere tid.
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Start med at tænke over, om du får nok ud af dit Facebook-community, som det ser ud nu!