modul university: social web - the austrian way
DESCRIPTION
Short Presentation about 5 important key factors of online communication out of the view of the Austrian National Tourist Office including examples of Social Media Activities of the Austrian Travel Organisations.TRANSCRIPT
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Mag. Martin Schobert, Head of Research & Development, Austrian National Tourist Office MODUL University Vienna, Department of Tourism and Hospitality Management2009, January 20th
web 2.0 social web – the austrian way …
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5 thesis of travel 2.0
1. customer orientation – and the role of communities
2. online identity – blogging, a dialogue with the customer
3. use the long tail – be part of the scene
4. create a „web of data“ – content- and data-aggregation
5. (re)combine than reinvent the wheel –
or: „new spokespersons of tourism“
ANTO online communication strategy focuses on 5 relevant developments at the social web.
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absolutelycustomer oriented
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change in destination travel marketing
• considering the abundance of products, it needs increasing selection
• users want orientation
• competent users, better range of choices
• better technologies, easier cost-benefit comparison
supply oriented demand oriented
Usability, findability, accessability and - in special - the content itself (utility) has to follow customers needs.
Advertising textes, marketing-phrases and „broad variety“ of a destination‘s travel offers are boring and distracting.
this means: absolute concentration on the customers needs
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ReadBuy
Publish
Trade
1994 2003
Talk
2006
77M 1000M500MUsers
information comunication networks
1998 2000
400M
3 phases of the web
Relate?
2009+
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• Phänomen Myspace
• Craigslist
• Etc.
4th4th
USAUSA
February 2008February 2008
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austrian travel community• www.coolaustria.com •question: Is austria large enough for a social web travel community?
• answer: ?
• current members < 468
• 3 further „austrian“ travel communities… www.alpengluehen.com www.oeropia.at www.onebigpark.at
• 2. question: What is the benefit for the user?
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cooperations with existing networks
• www.speising.net • culinary-network • content-cooperation
• 70.000 Uniques/month
• > 3.500 Mitglieder
• Goal: integration of travelling as a third focus additionally to drinking & eating content
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new ideas in existing networks.
• „Fan“-group in Facebook:
• 200.000 new users/day!
• No. Member at 11.11.07:USA: 21.371.920Kanada: 7.857.540GB: 7.362.380Australien: 1.902.120Türkei: 1.247.360
• Austria-Fanpage (45 members)
• Tyrol-Fanpage• Swiss-Fanpage • …
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destination brands need online identity
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LoveableandLinkable
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destination‘s identity: the people
• www.kaerntenblog.at
• 2 residents blog about hot-spots of carinthia
• since spring 2007
• NEW: blog.kaernten.at • NEW: blogtirol.at• NEW:intersport-oberoesterreich.blogspot.com/gesundheitsurlaub.blogspot.com/
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blog-posts of people who live there
• www.wvblog.at
• goal: communicate the topics which are relevant for tourists and inhabitants
• since summer 2007
also „hot“:
blog.zellamsee-kaprun.comstantonamarlberg.blogs.com
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authentic storytelling as destination
• www.lammertal.info/blog
• goal: authentic storytelling: to show the specialities people like, who are living there and to promote their recommandations
• since may 2008
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B2B-identity via corporate blogs …
• blog.austriatourism.com • R&D-employees blogging
• goal knowledge-transfer
• goal to get into a dialogue with austrian corporates
• since january 2008
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use the
„long tail“
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• Quelle: http://changethis.com/10.LongTail
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best of - concept
• too much travel offers on the web
• provide orientation for the user:point out specific „best of“-products
• pressure for specialisation increases
• all offers are available „long tail“ –but display only the best
• new b2c-project throughout austria: download of digital brochures/folders
best of
longtail
supply
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ANTO – blog: we are the experts ...
blog.austria.info
corporate blog in german
ANTO employees blog about culinary travelling & hot-spots in austria
„experts“ as host-blogger
start in january 2007
currently average usage / month: 7.000 visitors
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blogger as communicator
•http://basicjuice.blogs.com
• US Wineblog with high authority in technorati
• ANTO New York organized a best of - traveltour through different wine-regions in austria
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blogger on a „press-trip“• http://www.austriandiary.blogspot.com/
• Leslie Woit, travel – journalist GB
• summer 2007: farmer in a mountain-cove at Maria Alm / Salzburg. She blogged about her adventure with a cowherd of 18 milking cows
• Stories about the „au pair of a cowherd-blog“ in „easier travel“ & „the guardian“
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create a
„web of data“
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http://www.slideshare.net/adunne/designing-for-a-web-of-data
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http://www.slideshare.net/adunne/designing-for-a-web-of-data
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Relaunch B2C-country-portal• www.austria.info• 40 pages, 26 languages
Launch of an „Open Tourism Information Portal“ (spring 2009):
• open portal acting as a mash-up of existing content, which is relevant for the customer and leads him directly to the problem-solving (mostly at the site of the third party)
• no user-generated-content platform – we aggregate them …
• but integrate web 2.0 – elements (widgets, yahoo answer, tag-cloud, google map like www.bikemap.net, recommendations, …)
• meta-search engine
… under construction …
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(re)combine then reinvent the wheel
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launch of tourism-groups in networks
• http://XING.com/• XING (former openBC)• Social Business Network
•2,490.000 User (1/2008)
• goals business networking and a dialogue between tourism organisations
• start in june 2008
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new spokespersons of tourism• using groups in existing networks for conversations, f.e. Studi VZ - student network
• ”Bad Kleinkirchheim february 08 – we came, ate, drank – perfect!”
• “Bad Kleinkirchheim – St. Oswald - Do spült die Musi” (austrian dialect – there is the hot-spot)
• “hot springs - spa Römerbad Bad Kleinkirchheim – we need it!”
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talk about us - offside our sites • Important: monitoring of relevant content in conversations about destinations at the web
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new producers destination images
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we trust the new spokespersons
No. of entries in wikipedia.de written about Bad Kleinkirchheim
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Where to go … ?
• social web guideline for ANTO market offices and their online-activities
• developing social software for intranet-use to communicate best practices (intranet-blog, ANTO-wiki, ANTO-bookmarking …)
• we communicate and share our knowledge to the austrian travel industry (b2b-blog, xing-group, publish presentations on slideshare, ANTO del.icio.us-account …)
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