Travel 2.0A Guidebook for Tourism
Martin Schobert
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.
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