Download - Social media - shifting the balance of power
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SOCIAL MEDIA
SHIFTING THE BALANCE OF POWER
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SOCIAL MEDIA
SHIFTING THE BALANCE OF POWER
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ANDERS MOGENSEN
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SEISMONAUT IS A STRATEGIC INNOVATION
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AND CONCEPT CONSULTANCY
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WE HELP THE TRAVEL INDUSTRY NAVIGATE
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DIGITAL TECHNOLOGIES AND NEW MEDIA
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THIS IS ME (30 YEARS AGO)
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I GREW UP IN NIGERIA
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NIGERIAN VILLAGETHESE WERE MY FRIENDS
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THE LOCAL SCHOOL
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MY FAVOURITE TOY
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BULUS ON FACEBOOK
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NIGERIAN VILLAGEBULUS ON FACEBOOK!!
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BULUS ON FACEBOOK
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FACEBOOK GROWTH 08-09
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WHAT DOES THIS MEAN FOR THE TRAVEL INDUSTRY?
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“WHAT IS THE MOST IMPORTANT INFORMATION SOURCE WHEN PLANNING A HOLIDAY?”
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GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
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GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
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GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING A DESTINATION 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
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GOOGLE ADVERTS
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GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIEL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIEL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
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OFFICIAL HOTEL WEBSITE
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GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
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USER GENERATED CONTENT
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GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
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WHY?
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CHOICEHOTELS.COM
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TRIPADVISOR.COM
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“Comfort Hotel Østerport is a hotel full of atmosphere and only a few years ago totally renovated, so today it appears in a fresh and modern style.”
CHOICEHOTELS.COM
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GET THE THRUTH THEN GO
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GONE ARE THE DAYS WHEN HAND-WRITTEN COMMENT CARDS WOULD RESIDE AT THE BOTTOM OF A DUSTY
BOX IN THE LOBBY.
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TODAY’S TRAVELERS SHARE THEIR EXPERIENCES ONLINE VIA SOCIAL
MEDIA
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PARADIGM SHIFT
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FROM PASSIVE OBSERVERS
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TO ACTIVE CONTRIBUTORS
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FROM ONE WAY BROADCASTING
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TO DIALOGUE
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MONITOR YOUR BRAND ONLINE
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CONNECT WITH YOUR CUSTOMERSTHROUGH SOCIAL MEDIA
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HARNESSING THE POWER OF SOCIAL MEDIA
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DANISH OPEN AIR MUSEUM
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2 HOURS TO SET UP
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5 HOUR TEST PERIOD
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ABOUT 100 TEST PERSONS
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WITH 50 FACEBOOK FRIENDS
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= 100 NEW AMBASSADORS
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REACHING 5000 VISITORS
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• VIDEO WORKS GREAT AS A SUPPLEMENT TO OTHER CONTENT ON YOUR WEBSITE
• SHOW US YOUR NILE CRUISE SHIP, YOUR HOTEL ROOMS, OR LET THE TOUR GUIDE INTRODUCE HIMSELF
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HVAD KRÆVER DET?
+ + +
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A GOOD EXAMPLE
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1START LISTENING TO THE NEEDS AND
INTERESTS OF YOUR CUSTOMERS
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2PARTICIPATE IN THE
DISCUSSIONS ONLINE
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3CREATE 1:1 RELATIONS
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4EMPLOY PEOPLE WHO UNDERSTAND
THE DIGITAL MINDSET
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5EXPERIMENT CONSTANTLY