Tourism 2.0 for National DMOs

1. Tourism 2.0 forNationalDMOs • The majority of national DMOs are already at an advanced stage in their use of the Internet for global marketing, sales and customer relationship management • Rather than being passive recipients of ‘brand messages’, the new Web is characterised by information ‘pull’ rather than ‘push’, user generated content, openness, sharing, collaboration, interaction, communities, and social networking Travel e22

2. Tourism 2.0 forNationalDMOs Model of Tourism 2.0 • The Model comprises three inter-related elements – Web 2.0 Applications, Characteristics and Impact.

3. Tourism 2.0 forNationalDMOs Web 2.0 applications delivered ‘internally’ from the DMOs own website; with the remaining nine criteria covering DMO involvement in ‘external’ 2.0 sites such as YouTube, flickr, iTunes and on various Social networking Sites such as Facebook and MySpace. At its simplest, Web 2.0 can be thought of as a set of applications and technologiesthat allow individuals to interact in online communities, directly exchange information with one another, and create their ownonline content.The range of applications varies from simple tagging (social bookmarking) to extensive social networking sites comprising millions Travel e22

4. Tourism 2.0 forNationalDMOs Criticalaspect of Web 2.0 is not the technology but rather the way people connect with each other in online communities. - It is the social aspect that distinguishes Web 2.0 from Web 1.0. - Web 2.0 is a social phenomenon characterised by peer interaction and collaboration in online communities, user generated content, participation, openness, sharing and customer empowerment - Web 2.0 is online democracy, with content being provided by consumers for consumers Travel e22

5. Tourism 2.0 forNationalDMOs New Tourism Product Development; for sales and marketing; the extent to which new Tourism 2.0 performancemeasures are required - the use of Web 2.0 for reputationmanagement, market research &customer insight - the impact of Web 2.0 on consumerbehaviour and decision-making in global tourism - the use of Web 2.0 applicationsfor building on-going dialogue with customers; and enhancing the online customer experience Travel e22

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8. Tourism 2.0 forNationalDMOs • There is a growing level of awareness by DMOs of the global marketing and customer engagement potential of Web 2.0. Identified potential benefits included: • ability to learn more about our customers • more interactivity, involvement and feedback • building a more realistic destination image through richer content • an additional channel for targeting new customer segments Travel e22

9. Tourism 2.0 forNationalDMOs • Major barriers to Web 2.0 adoption : • lack of resourcesandorganisational culture • lack of strategic Web 2.0 direction • scepticism about the potential benefits of Web 2.0 • political issues with industry stakeholders • concerns about user generated content • technology issues • legal concerns Travel e22

10. Tourism 2.0 forNationalDMOs - BLOGS • Blogs as part of SocialMedia Marketing ToolforNationalDMOsBasics of a Blogfor a National DMO (or a Corporation) : • Find what excites your customers and then build your community Around that “point of enthusiasm.” • Humanize Your Brand With Blogs: Build a blog that • emphasizes the human side of your business :A CASE STUDY: MARIOTT BLOG • Marriott blogs on topics about which he is passionate, including • the hotel’s history as a family business, current events, the travel • industry and politics. • That passion reminds people that Marriott is in fact a real person—a human face behind the brand. • Marriott routinely responds to individual comments on the blog as • well, whether readers offer suggestions or complaints about service they’ve received Travel e22

11. Tourism 2.0 forNationalDMOs - BLOGS • The blog has yielded tremendous dividends, with individual posts routinely receiving hundreds of comments and bookings directly from the blog totaLling $4 million in incremental revenue since its inception, according to Marriott. Mr. Marriott commentedon this himself in his own blog as well as on MSNBC t • A blog can represent the corporate voice in its purest form, in this case the voice of one man who is committed to communicating in an unfiltered way with his customers. Travel e22

12. Tourism 2.0 forNationalDMOs - BLOGS • To drive traffic to your own site, leave comments in other • relevant communities highlighting your expertise andAuthenticity • Give context to the content. When you learn more about the • author, you learn more about the content. Grouping content by • social attributes garnered by user profiles gives contextto thatinformation. • When users on your site have a great conversation or talk up your brand, show off a little.Since people made those comments in a public forum, you’re free to use those commentsany way you want. Use them as quotes in your direct mail or e-mail campaigns, and even should be a part of your main Web site ! Travel e22

13. Tourism 2.0 forNationalDMOs - BLOGS • Don’t give up! Buildingan audience takes time. • it’s important not to give up when it seems like participation • is low. Write content youbelieve is relevant to people, and • you’ll continue to get picked up by search engines when • surfers look for that content. • But don’t panic if you don’t see lots of comments. People • will still be reading, and reading is the first step on theparticipation ladder. Travel e22

14. Tourism 2.0 for National DMOs • What a good site. Social marketing cross industry examples!http://bit.ly/rblJF • …through all of the technology that is present in the most up-to-date smartphones. High end devices can use GPS to know exactly where you are. They can use accelerometers to know exactly what direction they’re pointing. They can use a camera to see what you see, and display graphical information over it.  Augmented Reality as Lonely Planet ühttp://www.gomonews.com/take-a-closer-look-at-augmented-reality-as-lonely-planet-launches-android-mobile-guides Travel e22

15. Ways Social Media will change in 2010 • Social Media Will Become a Single, Cohesive Experience Embedded In Our Activities and Technologies Social media will no longer be "social media" -- it will be an integrated, unquestionable component of your online and offline experience. 2010 will be about integration and a single, cohesive experience across platforms as well as across products and devices -- Web, mobile, TV, and video -- will become near-inseparable experiences • Mobile Will Take Center Stage • Worldwide, the iPhone alone accounts for about 33% of mobile web traffic and IDC predicts the number of mobile web users will hit one billion by 2010. As the technological barriers come down, people will increasingly use their phones on-the-go to access social networks, search, read content and find location-based information Travel e22

16. Ways Social Media will change in 2010 • Open Content / Quality open content2009 marked the year of open Web, and divergence of content, making content available anywhere, anytime, by anyone and to everyone; it was the year content exploded across the web. • In 2010 we will start to see convergence as companies take measures to own their own content, its location and its cost. • Women Will Rule Social Media • 2009 revealed the growing role women play online. Women make 75% of all buying decisions for the home, and 85% of all consumer purchases. Social networks have at least 50% female members, and it is women ages 35-55 who make up the fastest-growing population on Facebook Travel e22

17. Ways Social Media will change in 2010 • Social Media Will Move Into New Domains • As social media becomes integrated into our experiences online, it will have an impact on verticals such as nonprofit, job training, education, and health care. University of the People -- a UN-backed initiative to offer free education in emerging markets -- is using the power of distance learning and virtual collaboration Travel e22