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Travel 2.0 - A Guidebook to the Industry

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Martin Schobert
Martin Schobert

Enter Conference 2009 Amsterdam - An insight into the 2. edition of the Travel 2.0 Guidebook including an overview to Social Web Activities of the Austrian National Tourist Office and Learnings out of our doings ...

Turismo
1 de 21
Travel 2.0 A Guidebook for Tourism Martin Schobert [email_address] 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.
Today: Insight into 2. Edition What? The Objectives. To Whom? The Stakeholders. Why? The Benefit. … 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.
What to consider? Objectives Stakeholders Tools
Social Media Tools & ANTO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus on people – not tools!
Social Media Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus on people – not tools!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],And yes, of course:  Sales But 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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 Sales follow Brand follows Talks
Blogs ,[object Object],Widgets Videos Wikis Ratings & Reviews Conclusion 3: combine & decide Listen Talk Support Guest Employees Partner (B2B) Journalists & Press
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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