tourism 2.0 for national dmos

19.Nis.2023 Travel e22 1

• The majority of national DMOs are already at an The majority of national DMOs are already at an advanced stage in their use of the Internet for global advanced stage in their use of the Internet for global marketing, sales and customer relationship managementmarketing, sales and customer relationship management

• Rather than being passive recipients of ‘brand Rather than being passive recipients of ‘brand messages’, the new Web is characterised by information messages’, the new Web is characterised by information ‘pull’ rather than ‘push’, user generated content, ‘pull’ rather than ‘push’, user generated content, openness, sharing, collaboration, interaction, openness, sharing, collaboration, interaction, communities, and social networking communities, and social networking

http://www.visitorreview.com/enjoyengland

Tourism 2.0 for National DMOsTourism 2.0 for National DMOs

Model of Tourism 2.0 Model of Tourism 2.0

• The Model comprises The Model comprises three inter-related three inter-related elements – elements – Web 2.0 Applications, Web 2.0 Applications, Characteristics and Characteristics and Impact. Impact.



At its simplest, Web 2.0 can be thought of as a set of applications and technologies that allow individuals to interact in online communities, directly exchange information with one another, and create their own online content.

The

range of applications varies from

simple tagging (social bookmarking)

to extensive social networking sites

comprising millions


Web 2.0 applications delivered ‘Web 2.0 applications delivered ‘internallyinternally’ from the DMOs own web’ from the DMOs own web site; with thesite; with the

remaining nine criteria covering DMO involvement in ‘remaining nine criteria covering DMO involvement in ‘external’ external’ 2.0 sites 2.0 sites such as such as

YouTube, flickr, iTunes and on various SocialYouTube, flickr, iTunes and on various Social n networking Sites such as Facebook etworking Sites such as Facebook and MySpace.and MySpace.


- It is the social aspect that distinguishes Web 2.0 from Web

1.0.

- Web 2.0 is a social phenomenon characterised by peer interaction

and collaboration in online

communities, user generated content,

participation, openness, sharing and customer empowerment

- Web 2.0 is online democracy, with

content being provided by

consumers for consumers


CCritical aspect of Web 2.0 is not the technology but rather the way ritical aspect of Web 2.0 is not the technology but rather the way people connect people connect

with each other in online communities. with each other in online communities.


- the use of Web 2.0 forreputation management,market research &customerinsight- the impact of Web 2.0 on consumer behaviour anddecision-making in globaltourism- the use of Web 2.0 applications for building on-going dialogue with customers; and enhancing

the online customer experience


New Tourism Product New Tourism Product Development; for sales Development; for sales and marketing; the extent and marketing; the extent to which new Tourism 2.0to which new Tourism 2.0 pperformance measures erformance measures are requiredare required


Impact - Wikitourism Mindset Reputation Management Market Intelligence, Customer Insight Consumer Behaviour Customer Interaction and Engagement RIA – the Online Customer Experience New Product Development Sales and Marketing Performance Measures Barriers and Obstacles

Web 2.0 Applications Social Content – Social Bookmarking

Online Applications/Web Services Mobile Web; Internet Telephony

Social Network Sites Podcasts/Vodcasts

Open source RSS Feeds Mash Ups

Wikis Blogs

Characteristics Communities and Networks The Internet as the platform

Mass Collaboration Hosted Services Social Element Empowerment

Interactivity Openness Sharing Peering Global

Web 2.0 Adoption on the DMOs Own Web Site

Official DMO Presence on External Web 2.0 Sites

User Generated Content (UGC) – Text, Images, Video, Wiki

Social Networking Sites – Facebook, MySpace

User Feedback, Opinion and Discussion (FOD) – Blogs, Forums, Ratings, Favourites, Online Chat

Multimedia Sharing Sites – YouTube, Flickr

Rich Internet Applications (RIA) - Web applications/widgets; Mapping mash-ups; Podcasts/vodcasts

Podcast Sites – iTunes

Social tagging, Social bookmarking, Tag Cloud

Travel Blog and Review Sites – TripAdvisor, Igougo

Feeds - Content Feeds Virtual Reality Sites – Second Life

Community - Social Network Mapping Sites - Google Earth


• There is a growing level of awareness by DMOs of There is a growing level of awareness by DMOs of the global marketing and customer engagement the global marketing and customer engagement potential of Web 2.0. potential of Web 2.0. Identified potential Identified potential benefits included: benefits included:

• ability to learn more about our customersability to learn more about our customers• more interactivity, involvement and feedbackmore interactivity, involvement and feedback• building a more realistic destination image building a more realistic destination image

through richer contentthrough richer content• an additional channel for targeting new an additional channel for targeting new

customer segmentscustomer segments



• Major barriers to Web 2.0 adoption Major barriers to Web 2.0 adoption : : • lack of lack of resourcesresources and and organisational cultureorganisational culture• lack of strategic Web 2.0 directionlack of strategic Web 2.0 direction• scepticism about the potential benefits of Web scepticism about the potential benefits of Web

2.02.0• political issues with industry stakeholderspolitical issues with industry stakeholders• concerns about user generated contentconcerns about user generated content• technology issuestechnology issues• legal concernslegal concerns

• Major barriers to Web 2.0 adoption Major barriers to Web 2.0 adoption : : • lack of lack of resourcesresources and and organisational cultureorganisational culture• lack of strategic Web 2.0 directionlack of strategic Web 2.0 direction• scepticism about the potential benefits of Web scepticism about the potential benefits of Web

2.02.0• political issues with industry stakeholderspolitical issues with industry stakeholders• concerns about user generated contentconcerns about user generated content• technology issuestechnology issues• legal concernslegal concerns



Tourism 2.0 for National DMOs - Tourism 2.0 for National DMOs - BLOGSBLOGS• Blogs as part of Social Media Marketing Tool for Blogs as part of Social Media Marketing Tool for

National DMOs National DMOs Basics of a Blog for a National DMO (or a Basics of a Blog for a National DMO (or a Corporation) :Corporation) :• Find what excites your customers and then build Find what excites your customers and then build

your communityyour community A Around that “point of round that “point of enthusiasm.” enthusiasm.”

• Humanize Your Brand With Blogs: Build a blog Humanize Your Brand With Blogs: Build a blog thatthat

emphasizes the human side of your businessemphasizes the human side of your business : :A CASE STUDY: MARIOTT BLOGA CASE STUDY: MARIOTT BLOG

Marriott blogs on topics about which he is passionate, Marriott blogs on topics about which he is passionate, includingincluding

the hotel’s history as a family business, current events, the the hotel’s history as a family business, current events, the traveltravel

industry and politics. industry and politics.

That passion reminds people that That passion reminds people that Marriott is in fact a real Marriott is in fact a real person—a human face behind the brandperson—a human face behind the brand. .

Marriott routinely responds to individual comments on the Marriott routinely responds to individual comments on the blog asblog as

well, whether readers offer suggestions or complaints about well, whether readers offer suggestions or complaints about service they’ve receivedservice they’ve received

•


Tourism 2.0 for National DMOs - Tourism 2.0 for National DMOs - BLOGSBLOGS

• The blog has yielded tremendous dividends, with The blog has yielded tremendous dividends, with individual posts routinely receiving hundreds of individual posts routinely receiving hundreds of comments and bookings directly from the blog comments and bookings directly from the blog totatotaLLling $4 million in incremental revenue since ling $4 million in incremental revenue since its inception, according to Marriott. Mr. Marriott its inception, according to Marriott. Mr. Marriott commentedcommented on this himself in his own blog as well on this himself in his own blog as well as on MSNBC tas on MSNBC t

• A blog can represent the corporate voice in its purest A blog can represent the corporate voice in its purest form, in this case the voice of one man who is form, in this case the voice of one man who is committed to communicating in an unfiltered way committed to communicating in an unfiltered way with his customers. with his customers.


Tourism 2.0 for National DMOs - Tourism 2.0 for National DMOs - BLOGSBLOGS• To drive traffic to your own site, leave comments in To drive traffic to your own site, leave comments in

otherother

relevant communities highlighting your expertise andrelevant communities highlighting your expertise and Authenticity Authenticity

• Give context to the content. When you learn more Give context to the content. When you learn more about theabout the

author, you learn more about the content. Grouping author, you learn more about the content. Grouping content bycontent by

social attributes garnered by user profiles gives contextsocial attributes garnered by user profiles gives context to thatto that information. information.

• When users on your site have a great conversation or When users on your site have a great conversation or talk up your brand, show off a little.talk up your brand, show off a little. Since people Since people made those comments in a public forum, you’re free made those comments in a public forum, you’re free to use those commentsto use those comments any way you want. Use them any way you want. Use them as quotes in your direct mail or e-mail campaigns, as quotes in your direct mail or e-mail campaigns, and even should be a part of your main Web site and even should be a part of your main Web site !!


Tourism 2.0 for National DMOs - Tourism 2.0 for National DMOs - BLOGSBLOGS

• Don’t give upDon’t give up!! Building Building an audience takes time.an audience takes time.

• it’s important not to give up when it seems like it’s important not to give up when it seems like participationparticipation

is low. Write content youis low. Write content you believe is relevant to people, believe is relevant to people, andand

you’ll continue to get picked up by search engines whenyou’ll continue to get picked up by search engines when

surfers look for that content. surfers look for that content.

• But don’t panic if you don’t see lots of comments. But don’t panic if you don’t see lots of comments. PeoplePeople

will still be reading, and reading is the first will still be reading, and reading is the first step step on theon the participation ladder.participation ladder.



• What a good site. Social marketing cross industry What a good site. Social marketing cross industry examples!examples!http://bit.ly/rblJF http://bit.ly/rblJF

• ……through all of the technology that is present in the through all of the technology that is present in the most up-to-date smartphones. High end devices can most up-to-date smartphones. High end devices can use GPS to know exactly where you are. They can use use GPS to know exactly where you are. They can use accelerometers to know exactly what direction accelerometers to know exactly what direction they’re pointing. They can use a camera to see what they’re pointing. They can use a camera to see what you see, and display graphical information over it. you see, and display graphical information over it. Augmented Reality as Lonely Planet ühttp://www.gomonews.com/take-a-closer-look-at-augmented-http://www.gomonews.com/take-a-closer-look-at-augmented-reality-as-lonely-planet-launches-android-mobile-guidesreality-as-lonely-planet-launches-android-mobile-guides

• http://www.amadeus.com/blog/18/01/collaborative-travel-the-best-way-to-predict-the-future-is-to-invent-it/


Ways Social Media will change in Ways Social Media will change in 20120122

• Social Media Will Become a Single, Cohesive Social Media Will Become a Single, Cohesive Experience Embedded In Our Activities and Experience Embedded In Our Activities and Technologies Technologies Social media will no longer be "social media" -- it will be an Social media will no longer be "social media" -- it will be an integrated, unquestionable component of your online and offline integrated, unquestionable component of your online and offline experience. 2010 will be about integration and a single, cohesive experience. 2010 will be about integration and a single, cohesive experience across platforms as well as across products and experience across platforms as well as across products and devices -- Web, mobile, TV, and video -- will become near-devices -- Web, mobile, TV, and video -- will become near-inseparable experiencesinseparable experiences

• Mobile Will Take Center StageMobile Will Take Center StageWorldwide, the iPhone alone accounts for about 33% of mobile Worldwide, the iPhone alone accounts for about 33% of mobile web traffic and IDC predicts the number of mobile web users will web traffic and IDC predicts the number of mobile web users will hit one billion by 2010. As the technological barriers come down, hit one billion by 2010. As the technological barriers come down, people will increasingly use their phones on-the-go to access people will increasingly use their phones on-the-go to access social networks, search, read content and find location-based social networks, search, read content and find location-based informationinformation


Ways Social Media will change in Ways Social Media will change in 20120122• Open Content / Quality open contentOpen Content / Quality open content

2009 marked the year of open Web, and divergence of content, 2009 marked the year of open Web, and divergence of content, making content available anywhere, anytime, by anyone and to making content available anywhere, anytime, by anyone and to everyone; it was the year content exploded across the web.everyone; it was the year content exploded across the web.

In 2010 we will start to see convergence as companies take In 2010 we will start to see convergence as companies take measures to own their own content, its location and its cost.measures to own their own content, its location and its cost.

• Women Will Rule Social Media2009 revealed the growing role women play online. Women make 2009 revealed the growing role women play online. Women make 75% of all buying decisions for the home, and 85% of all consumer 75% of all buying decisions for the home, and 85% of all consumer purchases. Social networks have at least 50% female members, purchases. Social networks have at least 50% female members, and it is women ages 35-55 who make up the fastest-growing and it is women ages 35-55 who make up the fastest-growing population on Facebookpopulation on Facebook


Ways Social Media will change in Ways Social Media will change in 20102010

• Social Media Will Move Into New DomainsSocial Media Will Move Into New DomainsAs social media becomes integrated into our experiences online, it As social media becomes integrated into our experiences online, it will have an impact on verticals such as nonprofit, job training, will have an impact on verticals such as nonprofit, job training, education, and health care. University of the People -- a UN-education, and health care. University of the People -- a UN-backed initiative to offer free education in emerging markets -- is backed initiative to offer free education in emerging markets -- is using the power of distance learning and virtual collaborationusing the power of distance learning and virtual collaboration

- - Users make boards for cities they’ve been to or are Users make boards for cities they’ve been to or are interested in exploring. Within each of their city interested in exploring. Within each of their city boards, they add recommendations for specific venues. boards, they add recommendations for specific venues. New content from the people who they are following is New content from the people who they are following is delivered in a Facebook-like feed and can easily be delivered in a Facebook-like feed and can easily be saved to their own boards.saved to their own boards.

- At its core, Pinterest is a bookmarking siteAt its core, Pinterest is a bookmarking site; ; a very a very visually appealing and addictive bookmarking site. visually appealing and addictive bookmarking site.

- But the average user of Pinterest is not simply But the average user of Pinterest is not simply bookmarking common links, funny videos and bookmarking common links, funny videos and reminders.reminders.

Why Pinterest works in the travel industry Why Pinterest works in the travel industry (ESPECIALLY destinations)(ESPECIALLY destinations)

- Interactions on Interactions on Pinterest are not a Pinterest are not a reflection of what our reflection of what our lives are like, but lives are like, but rather what we want rather what we want our lives to be like.our lives to be like.

- Aspirations and Aspirations and inspirations, if you inspirations, if you will.will.

- And this is a critical And this is a critical point of point of understanding understanding Pinterest. Users are Pinterest. Users are not sharing images of not sharing images of their current life, their current life, travels or memories (a travels or memories (a la Flickr), but rather la Flickr), but rather hopes, dreams and hopes, dreams and plans for the futureplans for the future

Why Pinterest works in the travel industryWhy Pinterest works in the travel industry

New generation…


tourism 2.0 for national dmos

Documents

use of web

external web

new web

impact of web

customer empowerment

online content

social aspect

related elements web