New media as a Strategic Communication Tool in Sustainable Tourism
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New media as a Strategic Communication Tool in Sustainable Tourism
- 1. JENS THRAENHART Chair, PATA China Co-Founder & President, Dragon Trail Contact: http://jens.magnt.com LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com Connecting to the Crowds: Can Internet Technologies and Social Media Drive Profitable Sustainable Tourism Development
- 4. Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks.
- 5. Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily.
- 11. Embrace consumer power: 36% posts company/ brand related information on social media
- 12. HOW WILL SOCIAL MEDIA SHAPE THE FUTURE?
- 13. AERO-CAB STATION
- 14. AVIATION POLICE
- 15. WHALE BUS
- 16. MOBILE HOTEL
- 17. AT SCHOOL
- 18. WHAT CAN WE LEARN FROM THIS?
- 23. THE POWER OF THE CROWDS Social Networking: everywhere % joined a social network 70%+ 60% -69% 50%-59% <49% Source: Universal McCann, 2009
- 24. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?
- 25. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?
- 27. SO, HOW DOES IT WORK?
- 28. The Crowds are Active! Laptops for £200 Free broadband HD Video camera for £200 Video on Mobile phones
- 29. And the Wisdom of the Crowds lives Here…
- 30. o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
- 31. The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
- 32. Leverage the CROWDS RESEARCH PRODUCT MARKETING PROFIT DEVELOPMENT FINANCING
- 33. RESEARCH Wisdom of the CROWDS
- 34. PRODUCT DEVELOPMENT Ask the CROWDS
- 35. FINANCING Activate the CROWDS
- 36. FINANCING
- 37. FINANCING Activate the CROWDS Internet Online marketplace Local Field Partner Developing World Lender (Microfinance Institution) Entrepreneur Video: http://www.pbs.org/frontlineworld/sto
- 38. MARKETING Influence the CROWDS
- 39. MARKETING Message the CROWDS COMPANY
- 40. MARKETING
- 41. MARKETING Source: We are Social Sept. 2012
- 42. MARKETING Source: We are Social Sept. 2012
- 43. MARKETING Source: We are Social Sept. 2012
- 44. MARKETING Source: Global Web Index, 2012
- 45. MARKETING China’s digital media landscape is dominated by local players. Government Local players appeal censorship to domestic users
- 46. MARKETING Sina Weibo: Most active social media platform in China (2nd globally after Facebook). 27 million (9%) of the 320 million users checking in every day, and more than 100 million posts every 24 hours. (Sept. 2012) Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
- 47. WHAT DOES IT ALL MEAN? HOW TO BUILD A WEB CONTENT & SOCIAL MEDIA STRATEGY…TO BE RELEVANT TO YOUR CUSTOMERS
- 49. SHOWCASE VISUAL CONTENT Chinese Travel Social Multi-media Platform. Visual content aggregation of trips via web and mobile.
- 51. PROFIT Please the CROWDS “The clear and away strongest predictor of a company’s growth rate is: “would you recommend this to a colleague or friend?” Fred Reichheld, Bain Fellow and Author, The Ultimate Question – Driving Good Profits & True Growth
- 52. Leverage the CROWDS Social Media Strategy Basics
- 53. Leverage the CROWDS Social Media as a Business Tool