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Sven Tomschin
Sven Tomschin
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Cities‘s I‘ve visited - Social Media in Tourism Marketing Presentation GATE e.V., 11th november 2010 Sven Tomschin @vor_sprung svenmeetsworld.blogspot.com    
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social networks are just a little part in the framework of Social Media. So let‘s see what Social Media is about! http://tinyurl.com/68744n
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Why is it important to deal with Social Media?
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/aptDAz Social networks gain more and more (active) members. shop.huspo.ch
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/aptDAz, http://bit.ly/bwnA0b A trend in which groups of all ages play their part.
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social Media is already integrated into company‘s daily workfield. Welche der folgenden Web 2.0 Tools werden in ihrem Unternehmen bereits benutzt? http://scr.bi/cn5Uml Kompras.de
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Cloud Computing? Semantic web? Mobile Computing? Non-iPhone App Development? MMO, RSS-Feed, SEO…. There are new requiremtents for the management (day-by-day) Crenk Forum
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 …as well as „marketing traps“ http://bit.ly/d0NwD3
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Why is Social Media important for the tourism industry?
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 PROBLEM 1: Tourism is mostly about experiences, not numbers. http://bit.ly/92NDAC „México hermoso (beautiful Mexico)“
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 vail.com PROBLEM 2: Shorter planning horizon and realtime decissions by customers http://bit.ly/bA2Dut „Thank yout to everone who came to cheer the US Ski Team YESTERDAY“
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 meliabali.com PROBLEM 3: Importance of buzz marketing „We‘ll certainly come back and will recommend the Melia to all our friends“ http://bit.ly/9Oji4K
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 PROBLEM 4: Integration of customer into the product development process „Also you should provide your own android app for anything“ „Which content/service would you like us to provide for the iPad?“
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 PROBLEM 5: Intangible product features lead to an asymmetric information „Of the three listed, St Croix is the least commercial and has the most laid back island feel“
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Web 3.0?
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/b6WXR0 Web 3.0 is where the computer is generating new information.
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Web 3.0 is characterized by a higher (social) intelligence and mobility. http://www.slideshare.net/mstrickland/the-evolution-of-web-30
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Semantic web helps finding information of all formattings (fotos, blogs, social networks etc.)
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Indiviual and social search, Context-advertisment, Search engine learns from search history
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Personalized internet, Thematic networks
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Replacement of profiles by social networkscan, Transparent users get „brands“, Transfer off all internet related actions into a personal lifestream
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Overlapping of social networks, Permanent availability
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social Media in Tourism Marketing
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 The three pillars of Social Media Marketing Content *Blogs *Video *Text *Webinar *Powerpoint *Presentations *Audio Podcasts *Video Podcasts *Microblogging *Audio *Wikis *Forums *Vlogs Etc. *** Search Engine Optimization *Site building *Garner incoming *Maximize rankings Organic SEO (content-driven) Artificial SEO (technology-driven) Social Media *Amplify impact of content: *Authenticity *Possibility to go viral *Draw qualified customers to your site *Get feedbacks Etc. *** http://bit.ly/c50M1C
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social Media is creating digital proximity through social, contentual, local and physical proximity http://bit.ly/dulKCw
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/dulKCw Social Proximity: Synchronization of platforms, Social news, Single log in
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/dulKCw Contentual Proximity: explicit content (age, interests, etc.), Social contents (data from social networks etc.), implicit content (hyper-targeting, etc.)
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/dulKCw Local Proximity: Geo-Codes, Hardware devices with GPS
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Physical Proximity: Interconnection of Cellulars, Notebooks, TV, etc.
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 The 7 C‘s Model for a Social Media marketing process http://slidesha.re/aCYLcR
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/cOxyXY And now start thinking about your content, and how to present and to share it!
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social Media in Tourism Communication Process
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0  1. Content: Relevant to target groups? Interesting, outstanding, unexpected? 2. Use keywords Relevant and used by your target group? 3. Optimize search-and browsability 4. Don’t forget to post important links. 5. Use tools to go viral Social Media, Rss-Feeds, PR distribution systems, website etc. http://bit.ly/4qaeaG Optimize your communication in Social Media
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Level 1 Gag Get your attention quickly, disrupt or make you laugh Level 2 Utility Provide intelligent contextual data with in-the-moment-value Level 3 Social Connectivity People are helped to spread news via social networks Level 4 Brand Customization Give customers the tools to invent, create and invest their time to personalize the product Level 5 Brand Lifestyle Brand provides every day services, utilities, customization and social ecosystems 5 stages of customer relationships http://scr.bi/cn5Uml
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Gag
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Utility
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Connectivity
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Brand Customization http://bit.ly/aW7re0
Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Brand Lifestyle
Cities‘s I‘ve visited - Social Media in Tourism Marketing Presentation GATE e.V., 11th november 2010 Sven Tomschin @vor_sprung svenmeetsworld.blogspot.com     So let‘s see what you‘ve learned and SHARE this presentation! ;)

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GATE Social Media

  • 1. Cities‘s I‘ve visited - Social Media in Tourism Marketing Presentation GATE e.V., 11th november 2010 Sven Tomschin @vor_sprung svenmeetsworld.blogspot.com    
  • 2. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social networks are just a little part in the framework of Social Media. So let‘s see what Social Media is about! http://tinyurl.com/68744n
  • 3. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Why is it important to deal with Social Media?
  • 4. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/aptDAz Social networks gain more and more (active) members. shop.huspo.ch
  • 5. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/aptDAz, http://bit.ly/bwnA0b A trend in which groups of all ages play their part.
  • 6. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social Media is already integrated into company‘s daily workfield. Welche der folgenden Web 2.0 Tools werden in ihrem Unternehmen bereits benutzt? http://scr.bi/cn5Uml Kompras.de
  • 7. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Cloud Computing? Semantic web? Mobile Computing? Non-iPhone App Development? MMO, RSS-Feed, SEO…. There are new requiremtents for the management (day-by-day) Crenk Forum
  • 8. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 …as well as „marketing traps“ http://bit.ly/d0NwD3
  • 9. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Why is Social Media important for the tourism industry?
  • 10. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 PROBLEM 1: Tourism is mostly about experiences, not numbers. http://bit.ly/92NDAC „México hermoso (beautiful Mexico)“
  • 11. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 vail.com PROBLEM 2: Shorter planning horizon and realtime decissions by customers http://bit.ly/bA2Dut „Thank yout to everone who came to cheer the US Ski Team YESTERDAY“
  • 12. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 meliabali.com PROBLEM 3: Importance of buzz marketing „We‘ll certainly come back and will recommend the Melia to all our friends“ http://bit.ly/9Oji4K
  • 13. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 PROBLEM 4: Integration of customer into the product development process „Also you should provide your own android app for anything“ „Which content/service would you like us to provide for the iPad?“
  • 14. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 PROBLEM 5: Intangible product features lead to an asymmetric information „Of the three listed, St Croix is the least commercial and has the most laid back island feel“
  • 15. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Web 3.0?
  • 16. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/b6WXR0 Web 3.0 is where the computer is generating new information.
  • 17. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Web 3.0 is characterized by a higher (social) intelligence and mobility. http://www.slideshare.net/mstrickland/the-evolution-of-web-30
  • 18. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Semantic web helps finding information of all formattings (fotos, blogs, social networks etc.)
  • 19. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Indiviual and social search, Context-advertisment, Search engine learns from search history
  • 20. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Personalized internet, Thematic networks
  • 21. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Replacement of profiles by social networkscan, Transparent users get „brands“, Transfer off all internet related actions into a personal lifestream
  • 22. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Overlapping of social networks, Permanent availability
  • 23. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social Media in Tourism Marketing
  • 24. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 The three pillars of Social Media Marketing Content *Blogs *Video *Text *Webinar *Powerpoint *Presentations *Audio Podcasts *Video Podcasts *Microblogging *Audio *Wikis *Forums *Vlogs Etc. *** Search Engine Optimization *Site building *Garner incoming *Maximize rankings Organic SEO (content-driven) Artificial SEO (technology-driven) Social Media *Amplify impact of content: *Authenticity *Possibility to go viral *Draw qualified customers to your site *Get feedbacks Etc. *** http://bit.ly/c50M1C
  • 25. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social Media is creating digital proximity through social, contentual, local and physical proximity http://bit.ly/dulKCw
  • 26. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/dulKCw Social Proximity: Synchronization of platforms, Social news, Single log in
  • 27. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/dulKCw Contentual Proximity: explicit content (age, interests, etc.), Social contents (data from social networks etc.), implicit content (hyper-targeting, etc.)
  • 28. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/dulKCw Local Proximity: Geo-Codes, Hardware devices with GPS
  • 29. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Physical Proximity: Interconnection of Cellulars, Notebooks, TV, etc.
  • 30. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 The 7 C‘s Model for a Social Media marketing process http://slidesha.re/aCYLcR
  • 31. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 http://bit.ly/cOxyXY And now start thinking about your content, and how to present and to share it!
  • 32. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Social Media in Tourism Communication Process
  • 33. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0  1. Content: Relevant to target groups? Interesting, outstanding, unexpected? 2. Use keywords Relevant and used by your target group? 3. Optimize search-and browsability 4. Don’t forget to post important links. 5. Use tools to go viral Social Media, Rss-Feeds, PR distribution systems, website etc. http://bit.ly/4qaeaG Optimize your communication in Social Media
  • 34. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Level 1 Gag Get your attention quickly, disrupt or make you laugh Level 2 Utility Provide intelligent contextual data with in-the-moment-value Level 3 Social Connectivity People are helped to spread news via social networks Level 4 Brand Customization Give customers the tools to invent, create and invest their time to personalize the product Level 5 Brand Lifestyle Brand provides every day services, utilities, customization and social ecosystems 5 stages of customer relationships http://scr.bi/cn5Uml
  • 35. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Gag
  • 36. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Utility
  • 37. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Connectivity
  • 38. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Brand Customization http://bit.ly/aW7re0
  • 39. Sven Tomschin: Social Media in Tourism Marketing Frame Social Media and Tourism TourismMarketing Communi-cation Process Web 3.0 Brand Lifestyle
  • 40. Cities‘s I‘ve visited - Social Media in Tourism Marketing Presentation GATE e.V., 11th november 2010 Sven Tomschin @vor_sprung svenmeetsworld.blogspot.com     So let‘s see what you‘ve learned and SHARE this presentation! ;)