Destination Development Strategies T-Cruise | Network Meeting Warna | April 2015

Dott. Manuel DemetzProf. Harald PechlanerMar 2015

ONLINE MEDIA TOURISM

EURAC research Bolzano, Italy

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South Tyrol, Italy – 10% of Italian tourism, 0,7% of Italian population

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FACEBOOK USERS WORLDWIDE

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1.500.000.000

$ CASH OF GOOGLE

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63.000.000.000

Basics

STRUCTURE OF WORKSHOP

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StrategyOperations

SOCIAL MEDIA IS FOR TEENAGER

CycleTourismSocial Media T-Cruise Basics

SOCIAL MEDIA IS FOR TEENAGER

CycleTourismSocial Media T-Cruise Basics

SOCIAL MEDIA IS FOR TEENAGER

CycleTourism

Source: pewinternet.org

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SOCIAL MEDIA IS IN THE INTERNET

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SOCIAL MEDIA IS IN THE INTERNET

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SOCIAL MEDIA IS IN EVERYDAYS LIFE

CycleTourism

There is no e-tourism. Dividing the world in a real and a virtual world does not make sense. Internet and social media are technologies that change

the way we think, buy, travel and are an integral part of everyday life.

(Even if sometimes we do not recognize it!)

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FOR DMO SOCIAL MEDIA IS A TRAINEE JOB

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FOR DMO SOCIAL MEDIA IS A TRAINEE JOB

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SOCIAL MEDIA IS ESSENTIAL FOR STRATEGY MANAGEMENT

CycleTourism

Strategy Communication MarketSocial Media

An effective online-media management allows you to understand customer’s behavior and to monitor key performance indicators (KPI) of your DMO-strategy.

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SOCIAL MEDIA IS FACEBOOK

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THE MAIN PLATFORMS FOR DMO AND THEIR RELEVANCE FOR DESTINATION MANAGEMENT

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and some more offers…

GOOGLE AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Availability of state-of-the-art landing-pages for relevant keywords (Google searches)

• Social media as a traffic source for landing pages.

• Social media as a possibility to provide ‚fresh‘ content to landing-pages.

NB: Google is always the 1st reader of your websites. Hence, you have to make Google happy!

GOOGLE AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Google+ profile provides for a better ranking of your landing-pages (even if the service failed).

• DMOs, attractions, hotels, restaurant & co should be on Google+ and create inter-connections.

GOOGLE AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Insert all your hotels, restaurants, museums, etc. on Google places. So users can find your infrastructure easily.

• Being part of Google-Places also provides for a better ranking in searches.

• It is free of charge marketing.

NB: Very important for mobile web (local search results in line with user’s GPS position).

GOOGLE AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Street-View makes your destination vitreous (transparent), hence marketing needs to rely on real facts.

• Use services of street-view to provide insights into your destination - also if this is a foot-path or national park. You can borrow a Google-Trekker direct from Google (DMOs, Universities, etc.).

FACEBOOK AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Assure that the destination itself, attraction points, hotels and restaurants are present in Facebook.

• If you are present in Facebook, you also need to have a strategic plan and consequently also the required resources.

• Up-to-dateness ist a must-have if you are on social media channels like Facebook.

FACEBOOK AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• ‚Likes‘ are not the only KPI to focus on. A vital and engaged community is the goal.

• Posts are not about advertisement/selling, but about dialogue-oriented communication.

FACEBOOK AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Facebook is a very powerful channel for target-group based marketing/advertising.

• Special skilled persons are required to manage effective campaigns (it is not about having a personal FB profile!).

• Being creative is a valuable approach to gain attention in social media channels.

TRIPADVISOR AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Guests trust more in user generated content than catalogue headlines!

• Use reviews as source for effective quality-management.

• Interact with users on tripadvisor. It’s always better than saying nothing.

• Provide information about the attraction in your destination (if they are not in tripadvisor yet, insert them as a POI – but with nice pictures :-)

YOUTUBE/VIMEO AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Create interest-based channels and make a valuable collection of existing videos.

• Try to place videos of your destination into existing channels.

• Provide for video-content in collaboration with local partners that might be interesting for potential tourists.

• Try to influence the listing of videos according (for the relevant keywords).

• Use video content of this platforms to enrich your existing websites.

FLICKR/PANORAMIO AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Place high-quality images for the relevant keywords on flickr.

• Create key-word based

channels/albums that your are able to control.

• Panoramio is very important because this images are also delivered in services like Google Earth, G-Maps & G-Street-View.

PINTEREST AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT

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• Social Media platform with high growth rate. Very popular in US-market but also in Europe users grow rapidly.

• Interesting platform for the presentation of local products, recipes, craftsmen traditions.. but also attraction points.

• You can be in contact with ‚lead-users‘.

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To get to the point…

STRATEGY

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Tourism Marketing isDigital Marketing

STRATEGY

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If tourism should bring cash, content is king!

STRATEGY

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Content is the oxygen for online & social media marketing.

STRATEGY

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Content is the best source for product development!

STRATEGY

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Find content-based partnership to boost online marketing activities.

STRATEGY

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COLLABORATION WITHCONSUMER BRANDS

It is not about your personal opinion if you like Facebook & Co. It’s is all about

link-building (connectivity) and information flow.

STRATEGY

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In tourism English content for Western European markets is a must-have. German,

Italian, French… nice to have. But at least there should be some social

media activities in this languages!

STRATEGY

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Use the power of the crowd to developand promote your destination. If locals

do not support you, you will fail!

STRATEGY

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ALWAYS FOCUS ON CUSTOMER JOURNEY

DMO

Partner

Social

DMO

Partner

Social

DMO

Partner

Social

DMO

Partner

Social

DMO

Partner

Social

DMO

Partner

Social

DMO

Partner

Social

Inspiration Research Selection Validation Booking Experience Follow-up

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Tools of a DMO strategy manager in 21st century..

STRATEGY

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STRATEGY TOOLGOOGLE ANALYTICS

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STRATEGY TOOLGOOGLE ANALYTICS

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AND REMEMBER…

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In the future all guest will be digital natives.

Institute for Regional Development andLocation Management.

Dott. Manuel DemetzProf. Harald Pechlaner

www.eurac.edu http://regdev-blog.eurac.edu/

© EURAC 2015

Thank you.EURAC research