UNWTO / ETC: Social Web - the Austrian Conex

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Mag. Martin Schobert Austrian National Tourist Office ETC/UNWTO, Joint Internat. Seminar on E-Marketing for Tourism Destinations Budapest, 16-17. June 2008 web 2.0 social web – the austrian conex

description

Presentation at the UNWTO / ETC joint e-marketing workshop in Budapest about the ANTO strategy & activities of the Austrian Tourism Industry to current developments at the (social) web.

Transcript of UNWTO / ETC: Social Web - the Austrian Conex

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Mag. Martin Schobert Austrian National Tourist Office

ETC/UNWTO, Joint Internat. Seminar on E-Marketing for Tourism Destinations Budapest, 16-17. June 2008

web 2.0 social web – the austrian conex

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5 thesis of travel 2.0

1. customer orientation – and the role of communities

2. online identity – blogging, a dialogue with the customer

3. use the long tail – be part of the scene

4. create a „web of data“ – content- and data-aggregation

5. (re)combine than reinvent the wheel –

or: „new spokespersons of tourism“

ANTO online communication strategy focuses on 5 relevent developments at the social web.

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absolutelycustomer oriented

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change in destination travel marketing

• considering the abundance of products, it needs increasing selection

• users want orientation

• competent users, better range of choices

• better technologies, easier cost-benefit comparison

supply oriented demand oriented

Usability, findability, accessability and - in special - the content itself (and its usability) has to follow customers needs.

Advertising textes, marketing-phrases and „broad variety“ of a destination‘s travel offers are boring and distracting.

this means: absolute concentration on the customers needs

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ReadBuy

Publish

Trade

1994 2003

Talk

2006

77M 1000M500MUsers

information comunication networks

1998 2000

400M

3 phases of the web

Relate?

2009+

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• Phänomen Myspace

• Craigslist

• Etc.

4th4th

USAUSA

February 2008February 2008

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austrian travel community• www.coolaustria.com •question: Is austria large enough for a social web travel community?

• answer: ?

• current members < 468

• 3 further „austrian“ travel communities… www.alpengluehen.com www.oeropia.at www.onebigpark.at

• 2. question: What is the benefit for the user?

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cooperations with existing networks

• www.speising.net • culinary-network • content-cooperation

• 70.000 Uniques/month

• > 3.500 Mitglieder

• Goal: integration of travelling as a third focus additionally to drinking & eating content

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new ideas in existing networks.

• „Fan“-group in Facebook:

• 200.000 new users/day!

• No. Member at 11.11.07:USA: 21.371.920Kanada: 7.857.540GB: 7.362.380Australien: 1.902.120Türkei: 1.247.360

• Austria-Fanpage (45 members)

• Tyrol-Fanpage• Swiss-Fanpage • …

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destination brands need online identity

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LoveableandLinkable

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destination‘s identity: the people

• www.kaerntenblog.at

• 2 residents blog about hot-spots of carinthia

• since spring 2007

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blog-posts of people who live there

• www.wvblog.at

• goal: communicate the topics which are relevant for tourists and inhabitants

• since summer 2007

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authentic storytelling as destination

• www.lammertal.info/blog

• goal: authentic storytelling: to show the specialities people like, who are living there and to promote their recommandations

• since may 2008

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B2B-identity via corporate blogs …

• blog.austriatourism.com • R&D-employees blogging

• goal knowledge-transfer

• goal to get into a dialogue with austrian corporates

• since january 2008

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use the

„long tail“

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• Quelle: http://changethis.com/10.LongTail

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best of - concept

• too much travel offers on the web

• provide orientation for the user:point out specific „best of“-products

• pressure for specialisation increases

• all offers are available „long tail“ –but display only the best

• new b2c-project throughout austria: download of digital brochures/folders

best of

longtail

supply

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ANTO – blog: we are the experts ...

blog.austria.info

corporate blog in german

ANTO employees blog about culinary travelling & hot-spots in austria

„experts“ as host-blogger

start in january 2007

currently average usage / month: 7.000 visitors

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blogger as communicator

•http://basicjuice.blogs.com

• US Wineblog with high authority in technorati

• ANTO New York organized a best of - traveltour through different wine-regions in austria

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blogger on a „press-trip“• http://www.austriandiary.blogspot.com/

• Leslie Woit, travel – journalist GB

• summer 2007: farmer in a mountain-cove at Maria Alm / Salzburg. She blogged about her adventure with a cowherd of 18 milking cows

• Stories about the „au pair of a cowherd-blog“ in „easier travel“ & „the guardian“

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create a

„web of data“

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http://www.slideshare.net/adunne/designing-for-a-web-of-data

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http://www.slideshare.net/adunne/designing-for-a-web-of-data

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Relaunch B2C-country-portal• www.austria.info• 41 pages• 25 languages

Strategy for the Relaunch (spring 2009):

• open portal acting as a mash-up of existing content, which is relevant for the customer and leads him directly to the problem-solving (mostly at the site of the third party)

• no user-generated-content platform

• but integrate web 2.0 – elements (widgets, yahoo answer, tag-cloud, google map like www.bikemap.net, recommendations, …)

• meta-booking engine

… under construction …

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(re)combine then reinvent the wheel

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launch of tourism-groups in networks

• http://XING.com/• XING (former openBC)• Social Business Network

•2,490.000 User (1/2008)

• goals business networking and a dialogue between tourism organisations

• start in june 2008

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new spokespersons of tourism• using groups in existing networks for conversations, f.e. Studi VZ - student network

• ”Bad Kleinkirchheim february 08 – we came, ate, drank – perfect!”

• “Bad Kleinkirchheim – St. Oswald - Do spült die Musi” (austrian dialect – there is the hot-spot)

• “hot springs - spa Römerbad Bad Kleinkirchheim – we need it!”

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talk about us - offside our sites • Important: monitoring of relevant content in conversations about destinations at the web

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new producers destination images

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we trust the new spokespersons

No. of entries in wikipedia.de written about Bad Kleinkirchheim

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Where to go … ?

• social web guideline for ANTO market offices and their online-activities

• developing social software for intranet-use to communicate best practices (intranet-blog, ANTO-wiki, ANTO-bookmarking …)

• we communicate and share our knowledge to the austrian travel industry (b2b-blog, xing-group, publish presentations on slideshare, ANTO del.icio.us-account …)

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Danke!

Thank you! You were a great audiance.

Mag. Martin SchobertAustrian National Tourist Office, Head of Research & Development (CIO)

[email protected], blog.austriatourism.com