Web 2.0 and Mag Martin SchobertWeb 2.0 and Destination Marketing

Mag. Martin SchobertHead of Research & DevelopmentAustrian National Tourist Office

If everybody of this audience … would it still tell‘s his experience online … sounds like Austria?

What you can expact today

Why?The Benefit.

What?h A i

To Whom? h k h ldThe Actions. The Stakeholders.

Is social web relevant for DMO?

What you can expact today

Why?The Benefit.

What?h Obj i

To Whom? h k h ldThe Objectives. The Stakeholders.

Is social web relevant for DMO?

Traveller‘s View on Destinations

Traveller‘s View on Destinations

dcards

adsUGC

id

UGC

videos

DMO

communities

DMO

pictures

blogs

news

t b doperate brand pthe way youthe way you want towant to.

DMO‘s Objectives & Challenge is

... operate brand online - BUT:

…“offsite“!(offside website)

Draw guest tt ti tattention to

DMO‘s brand!

But why is Social Media important?

Reichweiten im WWW

Is social web relevant for DMO‘s?

Why?The Benefit.

To Whom? h k h ldThe Stakeholders.

How people use Social Technologies

Different Social Media Audience

Wh i i S i l M di ?Who is using Social Media?

Creators 24% 14% 9%USA EU D Jap

34%Critics

Collectors37%21%

19%6%

12%4%

30%11%

Joiner

Spectators

51%73%

29%49%

21%38%

26%69%

The percentage differs in every country!The percentage differs in every country!

Percentage adults 18+, multi-answers possiblesource:Forrester Research 2009, http://www.forrester.com/Groundswell/profile_tool.html

ALL DMO Stakeholders Social Web

Consumer /Guests

Journalists& Press

P t

Employees

Partner(B2B)

Anteil aller Erwachsenen, Mehrfachnennung möglichQuelle: http://www.forrester.com/Groundswell

Is social web relevant for DMO‘s?

Why?The Benefit.

To Whom? h k h ld

What?h A i The Stakeholders.The Actions.

ANTO‘s Key-Actions Social Web

ListenGet feedback identify multiplikants monitoring researchGet feedback, identify multiplikants, monitoring, research.

TalkBe part of the community, spread the brand’s messages

SupportSupportTravel-information online, dialogue with (potential) guests, differentiation through quality & design of online-servicesg q y g

Functions and Tools at Social Web

Funktionen und Tools im Social Web

International Stakeholder USA

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html

International Stakeholder Japan

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html

International Stakeholder France

source: http://www.briansolis.com/2009/01/conversation-prism-language-of-human.html

Support-Requests at Social Web

Content Aggregation of Social Web

Portal = global mash-up of relevant content to AustriaPortal global mash up of relevant content to Austria.

User Generated Content (TripAdvisor TripWolf Lovo )User Generated Content (TripAdvisor, TripWolf, Lovo, …)

N t t i t ti f t l id t l t DMONext step: integration of travel guide, travel reports, DMO…

Explore yourself on: www.austria.info

Conclusion - Social Media Tools

Tools change.Technology is not important!

Focus on people

Everything already exists.Tools don‘t talk – people do!

on people – not tools!p p

Stop broadcasting – tell stories!

Conclusion 2 - Social Media Stakeholder

Different tools on different markets.Focus on conversations!Use local languages!Invest in online monitoring!

Allsocial mediaInvest in online monitoring! social media

is local !

Last: How to find the right Social Media?

SupportTalkListen

Users

pp

WidgetsVideosRatings &

E l

Users WidgetsWikis

gReviews

Employees Communities

Press

Partners Blogs

I am glad if I could help toMag. Martin Schobert

I am glad if I could help to broader yours …

Head of Research & DevelopmentAustrian National Tourist Officehttp://blog.austriatourism.com