rethinking marketing with social media
DESCRIPTION
TRANSCRIPT
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RETHINKINGMARKETINGWITH SOCIALMEDIAJoin the online conversation
MARIA SCHWARZ, SEISMONAUT CONFERENCE 2. SEPTEMBER 2010
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MARIA SCHWARZ
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STRUCTURE
- INTRODUCTION TO SEISMONAUT - WHY SOCIAL MEDIA?- CASE: 48 HOURS IN DENMARK- 9 GUIDELINES TO SOCIAL MEDIA
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Seismonaut
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This is where I workHUSK BILLEDE
Seismonaut
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SEISMONAUT IS A STRATEGIC INNOVATION CONSULTANCY BASED IN DENMARK
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WE DELIVER DIGITAL STRATEGIES FOR CLIENTS WITHIN THE TOURISM INDUSTRY
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WE WORK WITH DESTINATION MARKETING ORGANISATIONS, HOTELS AND ATTRACTIONS
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map create shape build
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map create shape buildmap create shape build
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GOING INTOTHE FIELD
That’s me
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map create shape buildmap create shape buildmap create shape build
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map create shape buildmap create shape buildmap create shape build
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map create shape buildmap create shape build
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map create shape build
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BUSINESS
DEVELOPMENT
DIGITAL
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CONCEPT
DEVELOPMENT
DIGITAL
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COMPETENCY
DEVELOPMENT
DIGITAL
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YOUR TOURISMMARKETING
RETHINK
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WHERE DO PEOPLE FIND THEIR INFORMATION
WHEN PLANNING FOR A HOLIDAY?
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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
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MORE THANOF ALL WEB SEARCHES IN EUROPE ARE DONE THROUGH
75%
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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
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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
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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
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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?
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MY TRIP TO NAIROBI
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MY TRIP TO NAIROBI
Before During After
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BEFORE
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DURING
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DURING
hotel - flight - ...
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DURING
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DURING
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AFTER
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SOMETHING HAS CHANGED
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THE DIGITAL TRAVELLERS HAS ARRIVED
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AND IT CHALLENGES OUR USUAL WAYS OF THINKING
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GONE ARE THE PASSIVE OBSERVERS WHO WE COULD APPROACH
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WITH OUR TRADITIONAL BROADCAST MENTALITY
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THE INTERNET IS THE FOREMOST INFLUENCE ON THE CONSUMER’S
DECISION PROCESS
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AND ONLINE TRAVELLERS DECIDE ON WHERE TO SPEND THEIR VACATION
USING SOCIAL MEDIA
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WORDPRESS
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SEEDING THE STORY
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BLOGGERS RESPOND
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BLOGGERS RESPOND
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BLOGGERS RESPOND
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TRENDWATCHING SITES
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EVEN NEWSPAPERS FINALLYPRINTED THE STORY
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APPLICATIONS
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http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded
APPLICATIONS
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ONLINE VOTING
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THREE WINNERS
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DOCUMENTING THEIR TRIP
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DOCUMENTING THEIR TRIP
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DOCUMENTING THEIR TRIP
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THEMOTIVATION
HOW CAN YOU MOTIVATE YOUR COSTUMERS TO
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THEAGE.COM.AU AND PARTICIPATE AND ENGAGE
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NO SIZE FITS ALL ANYBODY
This is important
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1
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LISTEN TO THE ONLINE CONVERSATION
MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
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MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
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MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
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MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY
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2
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FIND YOUR TARGET AUDIENCE
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• billede af netnografi...
WHERE ARE THEY, WHAT ARE THEIR LIKES AND DISLIKES AND WHAT DO
THEY WANT FROM YOU
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3
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YOU MUST PROMOTE YOUR SERVICES THROUGH RELEVANT
ONLINE CHANNELS
PROMOTE
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DON’T MASS BOMB. AIM FOR THE NICHE
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CHOOSE THE RELEVANT ONLINE CHANNELS
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4
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CONTENT IS KING. YOU MUST BE ABLE TO USE TOOLS LIKE
WORDPRESS, TUMBLR, YOUTUBE
CREATE & DISTRIBUTE
CONTENT
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HVAD KRÆVER
+ + +
SHOW ME. DON’T TELL ME
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HVAD KRÆVER
+ + +
$250
$0
$0 (you probably have one
allready :)
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SHOW ME. DON’T TELL ME
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5
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COMMENT AND DISCUSS TOPICS OF RELEVANCE FOR
YOUR BUSINESS
INVOLVE ANDENGAGE
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DON’T BE TOO TECHNICAL
BE PERSONAL
MOTIVATE CO-CREATION
REMIND PEOPLE
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QUALITY TRUMPHS QUANTITY
500 DEVOTED FANS ARE BETTER THAN 5000 WHO DON’T CARE
This
is im
porta
nt
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6
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STOP TRYINGTO SELL
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SURE, THE ULTIMATE GOAL IS TO SELL, BUT YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE CONSTANTLY PUSHING OUT YOUR PRODUCTS.
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YOUR FRIENDS AND
FOLLOWERS EXPECT YOU TO BE
100% HONEST WITH THEM
BE HONEST
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CHOICEHOTELS.COM
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TRIPADVISOR.COM
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“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
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GONE ARE THE DAYS WHEN WE COULD CHEAT IN BROCHURES
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OR DRESS UP OUR HOTEL ROOM TO LOOK ALL GOOD
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OR CHEAT WITH THE LOCATION
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OR EVEN THE DINNER BUFFET
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OR EVEN THE DINNER BUFFETJUST BE HONEST
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GIVE YOUR IDEAS A TRY AND SEE IF THEY WORK IN REAL LIFE
RUN SOME TEST PROJECTS
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DANISH OPEN AIR MUSEUM
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13-1819-25
26-3536-45
46-65Age groups
FACEBOOK IN DENMARK
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DANISH OPEN AIR MUSEUM
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TWO HOURS TO SET UP
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5 HOUR TEST PERIOD
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100 TEST PERSONS
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100 FACEBOOK AMBASSADORS
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WITH 100 FRIENDS EACH
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REACHING 10.000 POTENTIAL VISITORS
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PRIORITISE AND INVEST TIME
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SOCIAL MEDIA TAKES TIME
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WHO?
SOMEONE WHO UNDERSTAND TECHNOLOGY AS WELL AS PEOPLE
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YOU TOURISMMARKETING
RETHINK
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UNDERSTANDING PEOPLE IS JUST AS IMPORTANT AS UNDERSTANDING THE TECHNOLOGY
THINK ABOUT THE WHOLE EXPERIENCEBEFORE - DURING - AFTER
PUT ASIDE TIME AS WELL AS MONEY IN THE MARKETING BUDGET FOR SOCIAL MEDIA
TO SUM UP
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THANK [email protected]