Travel 2.0A Guidebook for Tourism

Martin Schobert

martin.schobert@austria.info

Austrian National Tourist Office

Web 2.0 for destinations -a fancy trend or must?

A beautiful forest is more than a tree …

Travel 2.0 in Austria. A Guidebook for the Industry.

What?The Objectives.

To Whom? The Stakeholders.

Why?The Benefit.

Today: Insight into 2. Edition

… is Travel2.0 relevant?

persons involved

site structure & definition of „action“

websearch (search engine optimization / marketing)

eMarketing / online yield management

social web / web 2.0 (online but offsite)attracts user‘s attention through „google‘s page 1“

Why? Online Brand Management

„content is king!“

… how to operate touristic brands in the world wide web?

Challenge is …

… to operate the Brand online – but offsite!

operate brand

the way you want to.

Objectives Stakeholders

Tools

What to consider?

Social Media Tools & ANTO• Blogs• Microblogging• (Travel-)Wikis• (Desktop-)Widgets• Social Networks• Ratings & Reviews• Travel Communities• Video-, Audio & Photo-Sharing• Geo-Coded Websites (google maps, …)

Focus on people – not tools!

Social Media Tools

• Tools change.• Technology is not important!• Everything already exists.• Tools don‘t talk – people do!• Focus on conversations!• Stop broadcasting – tell stories!

Focus on people – not tools!

• Get feedback• Know customer• Improve

products and services

• Know what they talk about brand

Listen

• Offer information• Become part of the

community• Gain “Social Capital”• Operate brand with

important keywords

Talk

• Give & improve support

• Encourage web self support

• Reduce service costs

• Add “service” to your brand

Support

The Objectives

And yes, of course: SalesBut first comes: Brand

User / Consumer

Journalists& Press

Partner(B2B)

Employees

The Stakeholders.

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

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

Social Media Stakeholders:

– Creators

– Critics

– Collectors

– Joiner

– Spectators

– None of the above

The percentage differs in every country!

6%20%11%22%47%14%

14%19%6%

16%49%44%

11%14%4%

17%38%53%

USA EU D Jap

Percentage of adults, multiple answers possible Source: http://www.forrester.com/Groundswell

35%32%12%30%72%19%

The User as Stakeholder

All Social Media is local!

source: http://przwonull.de/eintrag.php?id=126

Conclusion 1

All Social Media is local!

source: http://przwonull.de/eintrag.php?id=126

Conclusion 1 + 2

SalesfollowBrandfollowsTalks

Listen Talk Support

Guest

Employees

Partner (B2B)

Journalists & Press

Blogs

Communities

WidgetsVideos

Wikis

Ratings & Reviews

Conclusion 3: combine & decide

Martin Schobert Austrian National Tourist Office, Head of Research & Development

blog.austriatourism.com, linkedin, xing, …

Enter, Amsterdam, January 2009

EXPLORING & LEARNING – STEP BY STEP.