rethinking marketing with social media
DESCRIPTION
eMarketing Presentation by Anders Mogensen from SeismonautTRANSCRIPT
AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers
AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers
AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers
AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers
AGENDAIntroduction to SeismonautRethinking your tourism marketing10 steps to a winning social media marketing plan48 Hours in DenmarkQuestions and Answers
INTRODUCTIONTO SEISMONAUT
SEISMONAUT IS A STRATEGIC INNOVATION CONSULTANCY BASED IN DENMARK
WE DELIVER DIGITAL STRATEGIES FOR CLIENTS WITHIN THE TOURISM INDUSTRY
AND CREATE CAMPAIGNS, PROJECTS AND SERVICES THAT MAKE AN IMPACT
WE ARE PROUD TO BE WORKING WITH A LARGE NUMBER OF DESTINATION MARKETING ORGANISATIONS, HOTELS AND ATTRACTIONS
SHARED BY ALL IS A DESIRE FOR INSPIRATION AND AN AWARENESS OF THE IMPORTANCE OF BEING CHALLENGED
RETHINKING YOUR TOURISM
MARKETING
WHAT IS THE MOST IMPORTANT INFORMATION
SOURCE WHEN PLANNING YOUR 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
HOW MANY % OF ALL WEB SEARCHES IN EUROPE START AT GOOGLE?
MORE THAN 75% OF ALL SEARCHES!
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?
SOMETHING HAS CHANGED
ALSO WITHIN THE TRAVEL INDUSTRY
THE DIGITAL TRAVELERS HAVE ARRIVED
AND THEY ARE CHALLENGING OUR USUAL WAYS OF THINKING
GONE ARE THE PASSIVE OBSERVERS WHO WE COULD
APPROACH
WITH OUR TRADITIONAL BROADCAST MENTALITY
THE INTERNET HAS BECOME THE FOREMOST INFLUENCE ON THE
CONSUMER’S DECISION PROCESS
AND ONLINE TRAVELERS DECIDE ON WHERE TO SPEND THERE
VACATION BY VIEWING
PICTURES TAKEN BY ORDINARY PEOPLE ON FLICKR
BY READING TRIP REPORTS WRITTEN BY ORDINARY PEOPLE
BY WATCHING AUTENTIC VIDEOS POSTED ON YOUTUBE
OR CHECKING HOTEL REVIEWS ON TRIPADVISOR.COM
THIS IS NOT ONLY HAPPENING IN THE US !!
GOOGLE ADWORDS
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
OFFICIAL 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
(c) wanderlust report 2010
WE HAVE MAKE THE MOVE TO A DIALOGUE BASED APPROACH TO
MARKETING
WHERE WE ENGAGE WITH OUR CUSTOMERS ONLINE
10 STEPS TO A WINNING SOCIAL
MEDIA MARKETING PLAN
MONITOR YOUR BRAND START LISTENING TO THE ONLINE CONVERSATION
1
FIND YOUR TARGET AUDIENCEWHERE ARE THEY, WHAT ARE THEIR LIKES AND DISLIKES AND WHAT DO THEY WANT FROM YOU.
2
INVOLVE AND ENGAGE COMMENT AND DISCUSS TOPICS OF RELEVANCE FOR YOUR BUSINESS
3
STOP TRYING TO SELL SURE, THE ULTIMATE GOAL IS TO SELL, BUT YOU’LL NEVER GAIN ANY RESPECT IF YOU’RE CONSTANTLY PUSHING OUT YOUR PRODUCTS.
4
CREATE & DISTRIBUTE CONTENTCONTENT IS KING. YOU MUST BE ABLE TO USE TOOLS LIKE WORDPRESS, TUMBLR, YOUTUBE
5
HVAD KRÆVER DET?
+ + +
SHOW ME - DON’T TELL
HVAD KRÆVER DET?
+ + +
$250
$0
$500 (or $0 you probably have one allready :)
TUMBLR = $0
PROMOTE YOU MUST PROMOTE YOUR SERVICE THROUGH RELEVANT ONLINE CHANNELS
6
BE HONESTYOUR FRIENDS AND FOLLOWERS EXPECT YOU TO BE 100% HONEST WITH THEM
7
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
CHEAT WITH THE LOCATION
OR EVEN THE DINNER BUFFET
HIRE THE RIGHT PEOPLE CONSIDER HIRING PEOPLE WHO UNDERSTAND THIS NEW MINDSET YOU NEED THEM.
8
RUN SOME TEST PROJECTSGIVE YOUR IDEAS A TRY AND SEE IF THEY WORK IN REAL LIFE
9
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 10K POTENTIAL VISITORS
MEASSURE EFFECTIVE CAMPAIGNS ARE ALWAYS MEASURED
10
48 HOURS IN DENMARK
USER DRIVEN INNOVATION
WORDPRESS BLOG
SEEDING THE STORY
BLOGGERS RESPONDING
BLOGGERS RESPONDING
BLOGGERS RESPONDING
TRENDWATCHING SITES
EVEN NEWSPAPERS PRINTED THE STORY
APPLICANTS
http://www.youtube.com/watch?v=swjejd_MYzM&feature=player_embedded
APPLICANTS
ONLINE VOTING
THREE WINNERS
DOCUMENTING THEIR TRIP
DOCUMENTING THEIR TRIP
DOCUMENTING THEIR TRIP
THE PROJECT GAVE US A STRONG USER INSIGHT
Anders Boelskifte MogensenFounding Partner, Seismonaut [email protected]
THANK YOU!