Learning aboutDestination Marketing

in the XXI century

@joantxo#smtravel10

E-mail: joantxo@gmail.com / llantada_jua@gva.es

Twitter: @joantxo

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Podcast: http://joantxo.podomatic.com/

Google me, please

Social Media is about technology, right?

1.970 billions internet users, 28%

4.500 billions of cellular, 6/10

2013 there would be 6,7 billions of cellular, 4 of them smart phones

250.000 apps Twitter API

300.000 iPhone apps, 10.000 Blackberry apps20.000 Android apps

IPad 3 millions in 3 months and 11.000 apps

+ 2.000 billions of downloads in Itunes

Vodafone increased 325% the phone calls

from 22:55-23:30 h.

Orange increased 193% de night of

the final

ought to be enough for anybody

Bill Gates , 1981

It is about marketing, right?

Attention economy

2’ in YouTube.10’ in a class room.

17’’ of listening. 40’’ of observation.

3’’ will wait 57% online shoppers before

abandoning the web site.

What if we are talking about people

1. Markets are conversations

2. Markets consist of human beings, not demographic sectors

3. Conversations among human beings sound human. They are conducted in a human voice

4. …

What kind of marketing do you practice?

Successful DMO marketing strategy requires constant evaluation of the

tribes . Continually adjust your strategy to stay on top of the

market: Social Media Marketing .

2. Attention economy

3. Link economy

4. Interruption Vs. permission

5. Sniper marketing, long tail

6. Networking

7. Crowsourcing

8. 6 grades of separation

9. Engage

1. Experience economy

New paradigms

See the world from your clients point of view

Oops !!

“We’ve got to stop interrupting what people are interested in, and be what people are interested in”

Craig David Director General Creativo de JWT

A brand is a complex and

emotional relationship

between the storyteller and the

audience, between the

consumer and the product

Those who do not want to face evolution…

….will move to a museum

+ relevant, + socials, + visible, + humans

Get emotional !!

People are about 80% emotion, 20% reason.

“Reason leads to conclusions. Emotion leads to action.”

Neurologist Donald Caln

Influentials are storytellers• Generate advocates and lovemarks of our

brands:– Brand story– Brand essence – Brand value proposition – Formula:

great product + promise + confirmation = lovemarks

The story is more powerfull than the brand, best story wins. Tom Peters

Microsegments blogsScubadiving, windsurf, surf, kite surfing, trecking, mountain

bike, … and more to come

DMO Social media timelines !

June 2009 July 2010June 2010April 2010

June 2009

April 2010

April 2010

May 2010

May 2010

#blogtripF1 #blogtripFIB

Networking

Traditional media?, no thanks!

Be relevant my friend !

Crowsourcing

Wiki of the #blogtripF1

Building the strategy together

We are smarter than me

"Tell me and I’ll forget. Show me and I might remember. Involve me and I’ll understand.“ Benjamin Franklin

Conversation is on, from minute cero and still go on

67 % of twitter users who become followers of a brand are more

likely to buy that brand’s products

‘Engaging Consumers via Facebook, Twitter Makes Them More Likely to Buy, Recommend,’ press release, March 10, 2010.

More than 400 pictures11 post with more than 19.000 visitors

1 post, more than 200.000 visitors

37 videos/5.693 views 4 post, more than 1.400.000 visitors

The ROI. X X X X The ROE: Return of Engagement

July 19th, 2010

Tribes, Seth Godin. October 1, 2010

" We should all be concerned about the future because we will have to

spend the rest of our lives there. “. Woody Allen

Think tank travel

@abigailking@alastairmck@arantxar@isabellestravel@johnonolan@minube@sblanco@solotraveler@travmag@victoriamdq@visitbritain@wildjunket@IsabellesTravel@jimmypons@JohnONolan@lasseweb20@Ruralworker@sarahleetravels@terryleetravels@viajarcondiego@501places@adventuregirl@BrilliantTips@chicadelatele@csahuquillo@DTravelsRound@WhyGoSpain@WorldLillie@traveldudes@EverywhereTrip@velvetescape@edans@joantxo@anapiccola