Tourism 2.0
-
Upload
tiago-silverio-marques -
Category
Technology
-
view
581 -
download
0
description
Transcript of Tourism 2.0
Copyright 2010 Tiago Silvério Marques
Tourism 2.0Winning has never been so easy
Copyright 2010 Tiago Silvério Marques
“If you can't convince them, confuse them.”
Harry S. Truman33 º Presidente dos EUA
(1884- 1972)
Copyright 2010 Tiago Silvério Marques
In a world with ever more options, how to differentiate your brand?
Until now more options = more freedom = happiness
But today unhappiness = paralysis in the decision and fear the wrong choice plus cost of that option not taken
*Barry Schwartz on The Paradox of Choice (2004)
Copyright 2010 Tiago Silvério Marques
Consumer AtentionDo the test:
http://www.youtube.com/watch?v=ubNF9QNEQLA
4
Copyright 2010 Tiago Silvério Marques
Changing Power
More people died in 2001, when a private attack the US, than in 1941 when a nation (Japan) attack the US
Today my PC costs 4 times less with 8 times more Power, than 3 years ago.
Copyright 2010 Tiago Silvério Marques
http://www.youtube.com/watch?v=_OBlgSz8sSM&feature=player_embedded
Copyright 2010 Tiago Silvério Marques
Do you want to be a Target?Most consumers no longer like
to be a target
7
Copyright 2010 Tiago Silvério Marques
They want to be 2.0 Consumer
8
Copyright 2010 Tiago Silvério Marques
Crowd Sourcing
9
Exchange of Experience
Copyright 2010 Tiago Silvério Marques
Copyright 2010 Tiago Silvério Marques
11
Open InnovationCollective Intelligence
Open Inovation
Copyright 2010 Tiago Silvério Marques
Communication 2.0 = Listen first, sell later
12
Copyright 2010 Tiago Silvério Marques
MY.BARACKOBAMA.COM*
+ 1.500.000 followers+ 150.000 events+ USD 400.000.000
1st African American and one of the poorest U.S. Presidents
*Marketeer Março de 2009
13
Copyright 2010 Tiago Silvério Marques
Mkt: Bytes vs Atoms
1. Use free tools from WEB2. Faster, better targeting with real-time details3. Customization facilitating the contact button
and increasing awareness4. Easily grasp market signals and trends5. Guide or influence the customer perception that
research on WEB 2.0 before buying
Copyright 2010 Tiago Silvério Marques
Facts 2.0
Copyright 2010 Tiago Silvério Marques
16
Facts 2.0
Buscas = Search
Today YT is the second largest SE
Copyright 2010 Tiago Silvério Marques
50 million users:Radio 38 yearsTV 13 yearsInternet 4 years
7 years = 500 million50 million over the 1st 2 yearsFont: Socialnomics
Facts 2.0
Copyright 2010 Tiago Silvério Marques
+ 4.5 million Internet users each day
+ 2.8 mobile internet users
+ 2.5 million gain access to virtual communities
+ 40 million hours in virtual communities
15 hours and 40 minutes per user.
In March alone from 1.6 million unique users, 742
million pages and 4 million hours in virtual
communities.Font: Marketest 10/2010
Facts 2.0 Portugal
Copyright 2010 Tiago Silvério Marques
1. Be Found: where are you on Google?2. Being Relevant: what pain do you solve to
your costumer?3. Being Authentic: what happens in Vegas ... ...
Dos not stay in Vegas any more.4. Being Promoted: by our customers ...
WEB 2.O Map:1. Where is our target audience?2. What are they doing?3. What are their objectives participating in Web 2.04. Giving and receiving, listening first
Sucess 2.0, How?
Copyright 2010 Tiago Silvério Marques
Give the power of the reference customers
Disseminate our brand with low costs
Be the first on Google
Being on the websites of our fans
Be found where the customers are
Be truthful with people without trying to buy them
2.0 Power
Copyright 2010 Tiago Silvério Marques
Shotgun technique
Talk, talk, talk and listen
Because it is cheap does not return back
Is automatic, easy, with no work
Like a Flyer: make many
Profiles incomplete or inadequate
U.S. = Portugal
Being in all = Many Friends, Immense Business
Bad definition of SEO and Keywords
Common Mistakes
Copyright 2010 Tiago Silvério Marques
ToolsTrends• Google• Google, Insigths for Search,Trends• Google News (Clipping)
Keywords • Adwords.google.com • Keyword Elite
Web 2.0 Management and Content Sharing• Ping.fm • People Browser
Copyright 2010 Tiago Silvério Marques
ToolsProduct Management, increased Awareness, Networking and Market Research, testing and sampling in real time, customer prospecting Social Networking: Facebook, Orkut, LinkedIn or Ning Blog: Blogger, Wordpress or Weebly Microblogging: special offers and buzz Video (YouTube or Ustream) explanations, history, viral Audio (podcasts): history, leadership and books Image: Flickr or Picassa Geo Referencing: Google Maps or Google Earth Wikipedia: information
Copyright 2010 Tiago Silvério Marques
Copyright 2010 Tiago Silvério Marques
Tourism 2.0
Public Administration
Ecosystem:
SMETransports Residents
Destinations
Copyright 2010 Tiago Silvério Marques
Tourists go to where the transport take them. Destinations suffer:
Stockholm Funchal come and go € 407Stockholm Athens to come and go € 182
You have to reposition your destination according to that
Tourism 2.0 Ecosystem:
Copyright 2010 Tiago Silvério Marques
Residentes talk a lot!Tourism 2.0 Ecosystem:
Copyright 2010 Tiago Silvério Marques
Copyright 2010 Tiago Silvério Marques
SME
Tourism 2.0 Ecosystem:
Copyright 2010 Tiago Silvério Marques
Tourism 2.0 Today the Public Administration is not the only one or even the most important!
Copyright 2010 Tiago Silvério Marques
Tourism 2.0
Madeira USP?
Copyright 2010 Tiago Silvério Marques
Tourism 2.0 Paradox of Choice: what pain are you solving, them?
Copyright 2010 Tiago Silvério Marques
33
Thanks!Tiago Silvério Marques+351 967816422
www.marketingdepeso.com
www.linkedin.com/in/tiagosilveriomarquespt-pt.facebook.com/tiagosilveriomarques