Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens

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How can social media and internet technologies impact sustainable tourism development, especially in developing countries.

Viajes

JENS THRAENHART
President, Chameleon Strategies
Partner & Chief Strategist, Dragon Trail

www.DragonTrail.com
www.ChinaTravelTrends.com

Connect to the Crowds:
Can Internet Technologies and Social Media
Drive Profitable Sustainable Tourism Development
Mekong Tourism Forum, May 2010
Siem Reap, Cambodia

THE POWER OF THE CROWDS
Social Networking: everywhere
South Korea
Russia 9.4m
6.1m
UK Netherlands
3.7m Poland
11m Denmark
2.7m
0.6m

CANADA
4.2m Germany Czech 1.4m
0.8m
Romania China Japan
8.2m Hungary
USA France
4.2m Switzerland
1m
Turkey 39m 12.4m
43m 0.9m Austria
0.6m
3.3m
Greece Pakistan
Spain Italy 0.5m 1.8m Taiwan
4.7m 3.9m 3.9m

MEXICO
India
Hong Kong
5.1m 11.7m 1m
Philippines
3m
% joined a social
network BRAZIL
70%+ 11.4m
60% -69%
Australia
50%-59% 2.6m

<49% Source: Universal McCann, 2009

CAN SOCIAL MEDIA
DRIVE SUSTAINABLE
TOURISM SUCCESS?

The Crowds are Active!
Laptops for £200 Free broadband

HD Video camera for £200 Video on Mobile phones

And the Wisdom of the Crowds lives Here…

Leverage the CROWDS

RESEARCH

PRODUCT
MARKETING PROFIT DEVELOPMENT

FINANCING

FINANCING Activate the CROWDS

Internet Online marketplace Local Field Partner Developing World
Lender (Microfinance Institution) Entrepreneur

Video:
http://www.pbs.org/frontline
world/stories/uganda601/ug
anda-601.html?c=3qt

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

Leverage the CROWDS
Social Media Strategy Basics

Leverage the CROWDS
Social Media as a Business Tool

Research & Insight

Product Development

Sales & Marketing

Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens

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Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens

1. JENS THRAENHART President, Chameleon Strategies Partner & Chief Strategist, Dragon Trail www.DragonTrail.com www.ChinaTravelTrends.com Connect to the Crowds: Can Internet Technologies and Social Media Drive Profitable Sustainable Tourism Development Mekong Tourism Forum, May 2010 Siem Reap, Cambodia

3. THE POWER OF THE CROWDS Social Networking: everywhere South Korea Russia 9.4m 6.1m UK Netherlands 3.7m Poland 11m Denmark 2.7m 0.6m CANADA 4.2m Germany Czech 1.4m 0.8m Romania China Japan 8.2m Hungary USA France 4.2m Switzerland 1m Turkey 39m 12.4m 43m 0.9m Austria 0.6m 3.3m Greece Pakistan Spain Italy 0.5m 1.8m Taiwan 4.7m 3.9m 3.9m MEXICO India Hong Kong 5.1m 11.7m 1m Philippines 3m % joined a social network BRAZIL 70%+ 11.4m 60% -69% Australia 50%-59% 2.6m <49% Source: Universal McCann, 2009

4. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?

5. CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?

7. SO, HOW DOES IT WORK?

8. The Crowds are Active! Laptops for £200 Free broadband HD Video camera for £200 Video on Mobile phones

9. And the Wisdom of the Crowds lives Here…

10. Leverage the CROWDS RESEARCH PRODUCT MARKETING PROFIT DEVELOPMENT FINANCING

11. RESEARCH Wisdom of the CROWDS

12. PRODUCT DEVELOPMENT Ask the CROWDS

13. FINANCING Activate the CROWDS

14. FINANCING

15. FINANCING Activate the CROWDS Internet Online marketplace Local Field Partner Developing World Lender (Microfinance Institution) Entrepreneur Video: http://www.pbs.org/frontline world/stories/uganda601/ug anda-601.html?c=3qt

16. MARKETING Message the CROWDS COMPANY

17. MARKETING Influence the CROWDS

18. 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

19. Leverage the CROWDS Social Media Strategy Basics

20. Leverage the CROWDS Social Media as a Business Tool Research & Insight Product Development Sales & Marketing

Tourism Mekong Sustainability Tourism Development and social media 2010-May8-Jens

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