Social media - shifting the balance of power

SOCIAL MEDIA

SHIFTING THE BALANCE OF POWER

SOCIAL MEDIA

SHIFTING THE BALANCE OF POWER

ANDERS MOGENSEN

SEISMONAUT IS A STRATEGIC INNOVATION

AND CONCEPT CONSULTANCY

WE HELP THE TRAVEL INDUSTRY NAVIGATE

DIGITAL TECHNOLOGIES AND NEW MEDIA

THIS IS ME (30 YEARS AGO)

I GREW UP IN NIGERIA

NIGERIAN VILLAGETHESE WERE MY FRIENDS

THE LOCAL SCHOOL

MY FAVOURITE TOY

BULUS ON FACEBOOK

NIGERIAN VILLAGEBULUS ON FACEBOOK!!

BULUS ON FACEBOOK

FACEBOOK GROWTH 08-09

WHAT DOES THIS MEAN FOR THE TRAVEL INDUSTRY?

“WHAT IS THE MOST IMPORTANT INFORMATION SOURCE WHEN PLANNING A HOLIDAY?”

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING A DESTINATION 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

GOOGLE ADVERTS

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIEL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIEL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

OFFICIAL HOTEL WEBSITE

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

USER GENERATED CONTENT

GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

WHY?

CHOICEHOTELS.COM

TRIPADVISOR.COM

“Comfort Hotel Østerport is a hotel full of atmosphere and only a few years ago totally renovated, so today it appears in a fresh and modern style.”

CHOICEHOTELS.COM

GET THE THRUTH THEN GO

GONE ARE THE DAYS WHEN HAND-WRITTEN COMMENT CARDS WOULD RESIDE AT THE BOTTOM OF A DUSTY

BOX IN THE LOBBY. 

TODAY’S TRAVELERS SHARE THEIR EXPERIENCES ONLINE VIA SOCIAL

MEDIA

PARADIGM SHIFT

FROM PASSIVE OBSERVERS

TO ACTIVE CONTRIBUTORS

FROM ONE WAY BROADCASTING

TO DIALOGUE

MONITOR YOUR BRAND ONLINE

CONNECT WITH YOUR CUSTOMERSTHROUGH SOCIAL MEDIA

HARNESSING THE POWER OF SOCIAL MEDIA

DANISH OPEN AIR MUSEUM

2 HOURS TO SET UP

5 HOUR TEST PERIOD

ABOUT 100 TEST PERSONS

WITH 50 FACEBOOK FRIENDS

= 100 NEW AMBASSADORS

REACHING 5000 VISITORS

• VIDEO WORKS GREAT AS A SUPPLEMENT TO OTHER CONTENT ON YOUR WEBSITE

• SHOW US YOUR NILE CRUISE SHIP, YOUR HOTEL ROOMS, OR LET THE TOUR GUIDE INTRODUCE HIMSELF

HVAD KRÆVER DET?

+ + +

A GOOD EXAMPLE

1START LISTENING TO THE NEEDS AND

INTERESTS OF YOUR CUSTOMERS

2PARTICIPATE IN THE

DISCUSSIONS ONLINE

3CREATE 1:1 RELATIONS

4EMPLOY PEOPLE WHO UNDERSTAND

THE DIGITAL MINDSET

5EXPERIMENT CONSTANTLY

ANDERS@SEISMONAUT.COM

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