Rethinking marketing with social media

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MARIA SCHWARZ, SEISMONAUT CONFERENCE 2. SEPTEMBER 2010

MARIA SCHWARZ

STRUCTURE

- INTRODUCTION TO SEISMONAUT - WHY SOCIAL MEDIA?- CASE: 48 HOURS IN DENMARK- 9 GUIDELINES TO SOCIAL MEDIA

Seismonaut

This is where I workHUSK BILLEDE

Seismonaut

SEISMONAUT IS A STRATEGIC INNOVATION CONSULTANCY BASED IN DENMARK

WE DELIVER DIGITAL STRATEGIES FOR CLIENTS WITHIN THE TOURISM INDUSTRY

WE WORK WITH DESTINATION MARKETING ORGANISATIONS, HOTELS AND ATTRACTIONS

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GOING INTOTHE FIELD

That’s me

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BUSINESS

DEVELOPMENT

DIGITAL

CONCEPT

DEVELOPMENT

DIGITAL

COMPETENCY

DEVELOPMENT

DIGITAL

YOUR TOURISMMARKETING

RETHINK

WHERE DO PEOPLE FIND THEIR INFORMATION

WHEN PLANNING FOR 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

MORE THANOF ALL WEB SEARCHES IN EUROPE ARE DONE THROUGH

75%

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 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

BETWEEN 60-70% OF MARKETING BUDGETS IN DENMARK ARE STILL BEING SPENT HERE

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

WHERE AND HOW DO YOU PLAN TO SPEND YOUR MARKETING BUDGETS IN 2011?

MY TRIP TO NAIROBI

MY TRIP TO NAIROBI

Before During After

BEFORE

DURING

DURING

hotel - flight - ...

DURING

DURING

AFTER

SOMETHING HAS CHANGED

THE DIGITAL TRAVELLERS HAS ARRIVED

AND IT CHALLENGES OUR USUAL WAYS OF THINKING

GONE ARE THE PASSIVE OBSERVERS WHO WE COULD APPROACH

WITH OUR TRADITIONAL BROADCAST MENTALITY

THE INTERNET IS THE FOREMOST INFLUENCE ON THE CONSUMER’S

DECISION PROCESS

AND ONLINE TRAVELLERS DECIDE ON WHERE TO SPEND THEIR VACATION

USING SOCIAL MEDIA

WORDPRESS

TWITTER

FACEBOOK

SEEDING THE STORY

BLOGGERS RESPOND

BLOGGERS RESPOND

BLOGGERS RESPOND

TRENDWATCHING SITES

EVEN NEWSPAPERS FINALLYPRINTED THE STORY

APPLICATIONS

http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded

APPLICATIONS

ONLINE VOTING

THREE WINNERS

DOCUMENTING THEIR TRIP

DOCUMENTING THEIR TRIP

DOCUMENTING THEIR TRIP

THEMOTIVATION

HOW CAN YOU MOTIVATE YOUR COSTUMERS TO

THEAGE.COM.AU AND PARTICIPATE AND ENGAGE

NO SIZE FITS ALL ANYBODY

This is important

1

LISTEN TO THE ONLINE CONVERSATION

MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY

MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY

MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY

MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY

MONITOR YOUR BRAND AND FIND OUT WHAT PEOPLE SAY

2

FIND YOUR TARGET AUDIENCE

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WHERE ARE THEY, WHAT ARE THEIR LIKES AND DISLIKES AND WHAT DO

THEY WANT FROM YOU

3

YOU MUST PROMOTE YOUR SERVICES THROUGH RELEVANT

ONLINE CHANNELS

PROMOTE

DON’T MASS BOMB. AIM FOR THE NICHE

CHOOSE THE RELEVANT ONLINE CHANNELS

4

CONTENT IS KING. YOU MUST BE ABLE TO USE TOOLS LIKE

WORDPRESS, TUMBLR, YOUTUBE

CREATE & DISTRIBUTE

CONTENT

HVAD KRÆVER

+ + +

SHOW ME. DON’T TELL ME

HVAD KRÆVER

+ + +

$250

$0

$0 (you probably have one

allready :)

SHOW ME. DON’T TELL ME

5

COMMENT AND DISCUSS TOPICS OF RELEVANCE FOR

YOUR BUSINESS

INVOLVE ANDENGAGE

DON’T BE TOO TECHNICAL

BE PERSONAL

MOTIVATE CO-CREATION

REMIND PEOPLE

QUALITY TRUMPHS QUANTITY

500 DEVOTED FANS ARE BETTER THAN 5000 WHO DON’T CARE

This

is im

porta

nt

6

STOP TRYINGTO SELL

SURE, THE ULTIMATE GOAL IS TO SELL, BUT YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE CONSTANTLY PUSHING OUT YOUR PRODUCTS.

7

YOUR FRIENDS AND

FOLLOWERS EXPECT YOU TO BE

100% HONEST WITH THEM

BE HONEST

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

GONE ARE THE DAYS WHEN WE COULD CHEAT IN BROCHURES

OR DRESS UP OUR HOTEL ROOM TO LOOK ALL GOOD

OR CHEAT WITH THE LOCATION

OR EVEN THE DINNER BUFFET

OR EVEN THE DINNER BUFFETJUST BE HONEST

8

GIVE YOUR IDEAS A TRY AND SEE IF THEY WORK IN REAL LIFE

RUN SOME TEST PROJECTS

DANISH OPEN AIR MUSEUM

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13-1819-25

26-3536-45

46-65Age groups

FACEBOOK IN DENMARK

DANISH OPEN AIR MUSEUM

TWO HOURS TO SET UP

5 HOUR TEST PERIOD

100 TEST PERSONS

100 FACEBOOK AMBASSADORS

WITH 100 FRIENDS EACH

REACHING 10.000 POTENTIAL VISITORS

9

PRIORITISE AND INVEST TIME

SOCIAL MEDIA TAKES TIME

WHO?

SOMEONE WHO UNDERSTAND TECHNOLOGY AS WELL AS PEOPLE

YOU TOURISMMARKETING

RETHINK

UNDERSTANDING PEOPLE IS JUST AS IMPORTANT AS UNDERSTANDING THE TECHNOLOGY

THINK ABOUT THE WHOLE EXPERIENCEBEFORE - DURING - AFTER

PUT ASIDE TIME AS WELL AS MONEY IN THE MARKETING BUDGET FOR SOCIAL MEDIA

TO SUM UP

THANK YOUMARIA@SEISMONAUT.COM