Social Media and Tourism - Indaba 2012 (South Africa Tourism)
Introduction to the 2013 E-Tourism Africa Summit
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Transcript of Introduction to the 2013 E-Tourism Africa Summit
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WE WILL BE STARTING IN 5 MINUTES
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Wifi Password:capetown
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Hashtag:#ETAS13
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DAMIAN COOK
@damiancook
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Relationships...
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Friendships...
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JUST A SECOND...
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THE FUTURE IS ONLINE
• 59% of all travel is now researched, booked bought and sold online
• 98% of travellers start their research on the internet
• Travel sales are expected to double this year, exceeding $350 Billion
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GLOBAL MARKET CHALLENGES
• Tour Operator driven model is diminishing
• KPMG lists 49% of TOs as in decline and 24 major TOs bankrupted in 2011-12 including Thomas Cook
• Online regarded as motivating factor
• Lack of customized and dynamic travel bookings
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The rate of adoption is increasing...
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An environment of constant change
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Evolution of Travel...
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• Phase One: High Street and Brochure driven shopping (driven by Suppliers and Travel Agents)
• Phase Two: The Rise of Online Bookings (driven by Online Travel Agents and Airlines)
• Phase Three: Direct Inbound (driven by Search and Suppliers)
• Phase Four: User Driven Business (driven by Social Media and Customers)
Evolution
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We need to keep evolving...
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Where am I going?
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THE FUTURE IS SOCIAL
• Over 50% on average of all time online is spent in social activity
• Web Use is in Decline by up to 70%
• Facebook is one of the largest populations on earth with over 1.2 Billion people
• Social media is more popular and powerful than TV and print media combined
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SOCIAL STATS
• 1 in 7 people in the world is on Facebook
• 91% of online adults use social media every day
• YouTube viewers are consuming over 3 Billion hours of video every month
• One third of couples in the US now met online
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308,000 Tweets per minute...
and a new dictionary definition...
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‘Breaking’ and ‘Bad’become long term global
trends on Twitter
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Travel in an online and social world...
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E-Tourism means
• Communicating the right
• Content across a variety of
• Channels to the best value
• Clients who will
• Convert to a sale and keep
• Coming back
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This means• Realtime Bookability and E-Commerce
• Strong Social Media Presence
• Facebook, Twitter, YouTube Channel
• Managing Online Relationships
• Managing and Optimizing Conversion Points
• And knowing what you are selling and who you are selling to...
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THE FUTURE OF GROWTH WILL BE ABOUT YIELD AND
NOT ARRIVALS
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THE FUTURE TRAVELLER WILL TRAVEL LESS AND
EXPECT MORE...
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THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING
BLAND GENERIC STATEMENTS
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ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND
SOCIAL MEDIA
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SELL AN EXPERIENCE
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SELL A STORY...
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• Phase One: High Street and Brochure driven shopping (driven by Suppliers and Travel Agents)
• Phase Two: The Rise of Online Bookings (driven by Online Travel Agents and Airlines)
• Phase Three: Direct Inbound (driven by Search and Suppliers)
• Phase Four: User Driven Business (driven by Social Media and Customers)
Evolution
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Content Generation
• Over the past 6 years the web has changed radically
• People have become able to create content on the internet with no skills or technical knowledge
• Users mainly consume content from other users
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What Does That Mean?
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Our Users Are In Control
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You need to work with them...
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Leading Source for Travel Information
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SOCIAL ON THE ROAD
• 73% of US social network users accessed social networks at least daily while they were travelling.
• 70% of global travellers post their photos while in destination
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VICARIOUS TRAVEL
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Multiplying the Travel Experience• The vicarious travel experience effectively
means that each person is now travelling with an average of 200 spectators
• These are not passive spectators
• They are engaging, commenting and recommending constantly
• Travel suppliers now need to be a part of this atmosphere of constant engagement
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TRAVEL BLOGGERS:PEOPLE WHO
PUBLISH CONTENT ABOUT THEIRTRAVELS FOR
OTHERS TO READ...
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WHO ISN’T A BLOGGER...?
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IT MAY NOT ALWAYS BE GOOD...
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BUT IT CAN BE REALLY REALLY
GOOD...
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What do people love to talk about?
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THE SINGLE STUPIDEST THING
YOU CAN DO IN THE TRAVEL TRADE...
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AND I CAN GUARANTEE LOTS OF YOU DO IT...
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QUESTION...
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DO YOU GIVE YOUR GUESTS AN
ELECTRICITY AND WATER BILL WHEN
THEY CHECK OUT?...
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THAT WOULD BE CRAZY...
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THEN
WHYDO YOU CHARGE THEM TO USE THE
INTERNET?...
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KEEPING IT SIMPLE
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Had I the heavens' embroidered cloths,Enwrought with golden and silver light,
The blue and the dim and the dark clothsOf night and light and the half-light,
I would spread the cloths under your feet:But I, being poor, have only my dreams;
I have spread my dreams under your feet;Tread softly because you tread on my dreams.
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OR....
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It’s a Visual Medium:Show Me Don’t Tell Me
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Show me an experience that inspires me...
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Travel specific searches on YouTube have doubled in the
past year...
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The Media Rules have changed...
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MEDIA IS NOW
YOU AND ME-DIA
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Individuals Become Broadcasters &
Syndicators
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Content Goes Viral• Content is easy to produce and easy to share
• Once released into cyberspace, users share, refer and pass on content to each other
• It spreads and it spreads fast...
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ENTIRE CAMPAIGNS ARE NOW RUN
VIRALLY
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It’s all aboutCo-Creation...
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You and your AudienceSharing and Shaping
Content...
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The Market is more creative than the
Marketer...
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Anything can become popular... and creative
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Nek Minnit...
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News Reporting...
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The power of groups and influencers...
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It doesn’t always work
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40% of the accounts and 8% of the messages on social media sites are fake
or spam
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The Challenge of Social ROI
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Pareto
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The TrivialMany
The Vital Few
80% of results
20% of results
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Selling the Sizzle...!!
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“Don’t Sell the Steak, Sell the Sizzle..”
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Well, yes but...
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You do need a steak...Because sizzle alone is
just hot air..
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Consider your Cow...
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Consider your Buffalo...
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User Generated Content:
Raw, Real, Reliable...
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THIS CONTENT IS ENGAGING...
LITERALLY
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SUCCESSFUL SOCIAL MEDIA CONVERSION
REQUIRES CONSTANT
ENGAGEMENT
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HOW PEOPLE USE FACEBOOK
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WHO SEES YOUR STUFF
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Conversion
• There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential
• As search and social becomes increasingly monetized branding alone is not a good investment
• To see return on your online investment you need to convert
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SOCIAL SELLS• US online buyers who were led to their
purchase by a search engine or social media site
• Search: 51%
• Search and social: 48%
• Social: 1%
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Your Content direct to the
Right Audience...
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Opinions are important
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Trip Advisor
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The final ingredient...
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4.8 billion people now own mobile phones.
4.2 billion own a toothbrush
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MOBILE STATS• Phone users now send or receive an
average of 35 messages per day
• Email opens on smartphones have increased 80% over the last six months
• 73% of smartphone owners access social networks through apps at least once per day
• Mobile commerce is projected to ten-fold from 2010 ($3 billion) to 2016 ($31 billion)
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THE FUTURE IS MOBILE AND
LOCATION BASED
• Tools, Apps and Sites that know where you are are becoming very popular
• Find information and contacts around you
• Post, report and relate to your content
• More and more destinations are focussing on Location Based Services
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The Value of a Checkin
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Next....
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Google Glass
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Too much?
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Don’t forget how important you are...
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Only 27% of online business leads are sales-ready when first
generated
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CONSUMER CYCLE
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LET’S MAKE SOME BUZZ
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CATS
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BREAKING BAD
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RANDOM MEMBERS OF THE PUBLIC DANCING
REALLY BADLY
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