Destination Development Strategiesold.ciu.edu.ge/files/files/21.04.2015...
Transcript of Destination Development Strategiesold.ciu.edu.ge/files/files/21.04.2015...
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Destination Development Strategies T-Cruise | Network Meeting Warna | April 2015
Dott. Manuel DemetzProf. Harald PechlanerMar 2015
ONLINE MEDIA TOURISM
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EURAC research Bolzano, Italy
Social Media T-Cruise Basics
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South Tyrol, Italy – 10% of Italian tourism, 0,7% of Italian population
Social Media T-Cruise Basics
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FACEBOOK USERS WORLDWIDE
Social Media T-Cruise Basics
1.500.000.000
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$ CASH OF GOOGLE
Social Media T-Cruise Basics
63.000.000.000
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Basics
STRUCTURE OF WORKSHOP
Social Media T-Cruise Basics
StrategyOperations
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SOCIAL MEDIA IS FOR TEENAGER
CycleTourismSocial Media T-Cruise Basics
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SOCIAL MEDIA IS FOR TEENAGER
CycleTourismSocial Media T-Cruise Basics
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SOCIAL MEDIA IS FOR TEENAGER
CycleTourism
Source: pewinternet.org
Social Media T-Cruise Basics
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SOCIAL MEDIA IS IN THE INTERNET
CycleTourismSocial Media T-Cruise Basics
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SOCIAL MEDIA IS IN THE INTERNET
CycleTourismSocial Media T-Cruise Basics
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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!)
Social Media T-Cruise Basics
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FOR DMO SOCIAL MEDIA IS A TRAINEE JOB
CycleTourismSocial Media T-Cruise Basics
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FOR DMO SOCIAL MEDIA IS A TRAINEE JOB
CycleTourismSocial Media T-Cruise Basics
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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.
Social Media T-Cruise Basics
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SOCIAL MEDIA IS FACEBOOK
CycleTourismSocial Media T-Cruise Basics
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THE MAIN PLATFORMS FOR DMO AND THEIR RELEVANCE FOR DESTINATION MANAGEMENT
CycleTourismSocial Media T-Cruise Basics
and some more offers…
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GOOGLE AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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!
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GOOGLE AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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.
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GOOGLE AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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).
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GOOGLE AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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.).
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FACEBOOK AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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.
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FACEBOOK AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• ‚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.
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FACEBOOK AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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.
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TRIPADVISOR AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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 :-)
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YOUTUBE/VIMEO AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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.
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FLICKR/PANORAMIO AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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.
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PINTEREST AND THE CORE ISSUES FOR ONLINE MEDIA MANAGEMENT
Social Media T-Cruise Basics
• 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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Social Media T-Cruise Basics
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To get to the point…
STRATEGY
Social Media T-Cruise Basics
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Tourism Marketing isDigital Marketing
STRATEGY
Social Media T-Cruise Basics
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If tourism should bring cash, content is king!
STRATEGY
Social Media T-Cruise Basics
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Content is the oxygen for online & social media marketing.
STRATEGY
Social Media T-Cruise Basics
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Content is the best source for product development!
STRATEGY
Social Media T-Cruise Basics
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Find content-based partnership to boost online marketing activities.
STRATEGY
Social Media T-Cruise Basics
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Social Media T-Cruise Basics
COLLABORATION WITHCONSUMER BRANDS
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It is not about your personal opinion if you like Facebook & Co. It’s is all about
link-building (connectivity) and information flow.
STRATEGY
Social Media T-Cruise Basics
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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
Social Media T-Cruise Basics
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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
Social Media T-Cruise Basics
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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
Social Media T-Cruise Basics
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Tools of a DMO strategy manager in 21st century..
STRATEGY
Social Media T-Cruise Basics
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STRATEGY TOOLGOOGLE ANALYTICS
Social Media T-Cruise Basics
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STRATEGY TOOLGOOGLE ANALYTICS
Social Media T-Cruise Basics
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AND REMEMBER…
Social Media T-Cruise Basics
In the future all guest will be digital natives.
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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