New media as a Strategic Communication Tool in Sustainable Tourism
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This document discusses how internet technologies and social media can drive sustainable tourism development. It notes that over 70% of the internet population uses social networks, with Facebook and Twitter being highly popular. It explores how social media is shaping the future, with examples like mobile hotels. The key points are that social media is a powerful tool that allows crowdsourcing input for research, product development, financing, and marketing; it can influence crowds and engage in conversations. The document provides tips on showcasing experiences, visual content, and locals to appeal to customers in social media strategies.
New media as a Strategic Communication Tool in Sustainable Tourism
- 1. JENS THRAENHART Chair, PATA China Co-Founder & President, Dragon Trail Contact: http://jens.magnt.com LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: [email protected] Connecting to the Crowds: Can Internet Technologies and Social Media Drive Profitable Sustainable Tourism Development
- 4. Awareness of Facebook is close to 100% More than 1 billion people (>70% of internet population) use social networks.
- 5. Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily.
- 11. Embrace consumer power: 36% posts company/ brand related information on social media
- 12. HOW WILL SOCIAL MEDIA SHAPE THE FUTURE?
- 13. AERO-CAB STATION
- 14. AVIATION POLICE
- 15. WHALE BUS
- 16. MOBILE HOTEL
- 17. AT SCHOOL
- 18. WHAT CAN WE LEARN FROM THIS?
- 23. THE POWER OF THE CROWDS Social Networking: everywhere % joined a social network 70%+ 60% -69% 50%-59% <49% Source: Universal McCann, 2009
- 24. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?
- 25. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?
- 27. SO, HOW DOES IT WORK?
- 28. The Crowds are Active! Laptops for £200 Free broadband HD Video camera for £200 Video on Mobile phones
- 29. And the Wisdom of the Crowds lives Here…
- 30. o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
- 31. The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
- 32. Leverage the CROWDS RESEARCH PRODUCT MARKETING PROFIT DEVELOPMENT FINANCING
- 33. RESEARCH Wisdom of the CROWDS
- 34. PRODUCT DEVELOPMENT Ask the CROWDS
- 35. FINANCING Activate the CROWDS
- 36. FINANCING
- 37. FINANCING Activate the CROWDS Internet Online marketplace Local Field Partner Developing World Lender (Microfinance Institution) Entrepreneur Video: http://www.pbs.org/frontlineworld/sto
- 38. MARKETING Influence the CROWDS
- 39. MARKETING Message the CROWDS COMPANY
- 40. MARKETING
- 41. MARKETING Source: We are Social Sept. 2012
- 42. MARKETING Source: We are Social Sept. 2012
- 43. MARKETING Source: We are Social Sept. 2012
- 44. MARKETING Source: Global Web Index, 2012
- 45. MARKETING China’s digital media landscape is dominated by local players. Government Local players appeal censorship to domestic users
- 46. MARKETING Sina Weibo: Most active social media platform in China (2nd globally after Facebook). 27 million (9%) of the 320 million users checking in every day, and more than 100 million posts every 24 hours. (Sept. 2012) Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
- 47. WHAT DOES IT ALL MEAN? HOW TO BUILD A WEB CONTENT & SOCIAL MEDIA STRATEGY…TO BE RELEVANT TO YOUR CUSTOMERS
- 49. SHOWCASE VISUAL CONTENT Chinese Travel Social Multi-media Platform. Visual content aggregation of trips via web and mobile.
- 51. PROFIT Please the CROWDS “The clear and away strongest predictor of a company’s growth rate is: “would you recommend this to a colleague or friend?” Fred Reichheld, Bain Fellow and Author, The Ultimate Question – Driving Good Profits & True Growth
- 52. Leverage the CROWDS Social Media Strategy Basics
- 53. Leverage the CROWDS Social Media as a Business Tool