Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
Learning about
Destination Marketing
   in the XXI century

          @joantxo
        #smtravel10
Google me, please
E-mail:            joantxo@gmail.com / llantada_jua@gva.es

Twitter:           @joantxo

Social networks...
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...
Vodafone
 increased 325%
  the phone calls
    from 22:55-
      23:30 h.
Orange increased
 193% de night of
      the fin...
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 obser...
What if we are talking about people
1. Markets are conversations
2. Markets consist of human beings,
   not demographic se...
What kind of marketing do you
practice?
Successful DMO marketing strategy
 requires constant evaluation of the
   tribes. Continually adjust your
    strategy to ...
New paradigms
1. Experience economy
2. Attention economy
3. Link economy
4. Interruption Vs. permission
5. Sniper marketin...
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 ...
A brand is a
     complex and
         emotional
       relationship
      between the
storyteller and the
         audien...
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 lea...
Influentials are storytellers
• Generate advocates and lovemarks of our
  brands:
  –   Brand story
  –   Brand essence
  ...
Microsegments blogs
Scubadiving, windsurf, surf, kite surfing, trecking, mountain
               bike, … and more to come
DMO Social media timelines !




June 2009   April 2010   June 2010   July 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.“ Benjam...
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 Con...
X
The ROI.The ROE: Return of Engagement




 11 post with more than 19.000 visitors
                                      ...
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. “.
          ...
@abigailking@alastairmck@arantxar@isabellestravel@johnonolan@minube@sblanc
o@solotraveler@travmag@victoriamdq@visitbritain...
DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010
Próxima SlideShare
Cargando en…5
×

DMO Online Marketing and Social Media Travel Summit 2010

4.557 visualizaciones

Publicado el

Closing conference DMO Online Marketing and Social Media Travel Summit 2010 held in Prague and organised by Eyefortravel

Publicado en: Empresariales
  • Sé el primero en comentar

DMO Online Marketing and Social Media Travel Summit 2010

  1. 1. Learning about Destination Marketing in the XXI century @joantxo #smtravel10
  2. 2. Google me, please E-mail: joantxo@gmail.com / llantada_jua@gva.es Twitter: @joantxo Social networks: http://www.linkedin.com/pub/0/a5/258 http://comunidad.hosteltur.com/Joantxo/blog http://www.invattur.org/joantxo/perfil Blog: http://e-turismo.blogspot.com Presentations: www.slideshare.net/joantxo Photo: http://e-turismo.slide.com/ http://picasaweb.google.com/joantxo Videos: Youtube: http://es.youtube.com/user/joantxollantada Blip: http://joantxollantada.blip.tv/ Viddler: http://www.viddler.com/explore/joantxo/ Podcast: http://joantxo.podomatic.com/
  3. 3. Social Media is about technology, right?
  4. 4. 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 apps 20.000 Android apps IPad 3 millions in 3 months and 11.000 apps + 2.000 billions of downloads in Itunes
  5. 5. Vodafone increased 325% the phone calls from 22:55- 23:30 h. Orange increased 193% de night of the final
  6. 6. ought to be enough for anybody Bill Gates, 1981
  7. 7. It is about marketing, right?
  8. 8. 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.
  9. 9. 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. …
  10. 10. What kind of marketing do you practice?
  11. 11. Successful DMO marketing strategy requires constant evaluation of the tribes. Continually adjust your strategy to stay on top of the market: Social Media Marketing.
  12. 12. New paradigms 1. Experience economy 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
  13. 13. See the world from your clients point of view
  14. 14. Oops !!
  15. 15. “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
  16. 16. A brand is a complex and emotional relationship between the storyteller and the audience, between the consumer and the product
  17. 17. Those who do not want to face evolution…
  18. 18. ….will move to a museum
  19. 19. + relevant, + socials, + visible, + humans
  20. 20. Get emotional !! People are about 80% emotion, 20% reason. “Reason leads to conclusions. Emotion leads to action.” Neurologist Donald Caln
  21. 21. 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
  22. 22. Microsegments blogs Scubadiving, windsurf, surf, kite surfing, trecking, mountain bike, … and more to come
  23. 23. DMO Social media timelines ! June 2009 April 2010 June 2010 July 2010
  24. 24. June 2009
  25. 25. April 2010
  26. 26. April 2010
  27. 27. May 2010
  28. 28. May 2010
  29. 29. #blogtripF1 #blogtripFIB
  30. 30. Networking
  31. 31. Traditional media?, no thanks! Be relevant my friend !
  32. 32. Crowsourcing Wiki of the #blogtripF1
  33. 33. Building the strategy together
  34. 34. 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
  35. 35. Conversation is on, from minute cero and still go on
  36. 36. 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.
  37. 37. X The ROI.The ROE: Return of Engagement 11 post with more than 19.000 visitors More than 400 pictures 1 post, more than 200.000 visitors 37 videos/5.693 views 4 post, more than 1.400.000 visitors
  38. 38. July 19th, 2010
  39. 39. Tribes, Seth Godin. October 1, 2010
  40. 40. "We should all be concerned about the future because we will have to spend the rest of our lives there. “. Woody Allen
  41. 41. @abigailking@alastairmck@arantxar@isabellestravel@johnonolan@minube@sblanc o@solotraveler@travmag@victoriamdq@visitbritain@wildjunket@IsabellesTravel@ji mmypons@JohnONolan@lasseweb20@Ruralworker@sarahleetravels@terryleetrave ls@viajarcondiego@501places@adventuregirl@BrilliantTips@chicadelatele@csahuq uillo@DTravelsRound@WhyGoSpain@WorldLillie@traveldudes@EverywhereTrip@v elvetescape@edans@joantxo@anapiccola Think tank travel

×