The document discusses how social media is shifting the balance of power in the travel industry. It shows that Google is the most important information source when planning holidays, followed by recommendations from friends and family. It also shows that user generated content on review sites, blogs and communities is becoming increasingly important.

1. SOCIAL MEDIA
SHIFTING THE BALANCE
OF POWER

2. SOCIAL MEDIA
SHIFTING THE BALANCE
OF POWER

3. ANDERS MOGENSEN

4. SEISMONAUT IS A
STRATEGIC INNOVATION

5. AND CONCEPT
CONSULTANCY

6. WE HELP THE TRAVEL
INDUSTRY NAVIGATE

7. DIGITAL TECHNOLOGIES
AND NEW MEDIA

9. THIS IS ME (30 YEARS AGO)

10. I GREW UP IN NIGERIA

11. THESE WERE MY FRIENDS
NIGERIAN VILLAGE

12. THE LOCAL SCHOOL

13. MY FAVOURITE TOY

15. BULUS ON FACEBOOK

16. BULUS ON FACEBOOK!!
NIGERIAN VILLAGE

17. BULUS ON FACEBOOK

18. FACEBOOK GROWTH 08-09

19. WHAT DOES THIS MEAN FOR
THE TRAVEL INDUSTRY?

20. “WHAT IS THE MOST
IMPORTANT INFORMATION
SOURCE WHEN PLANNING A
HOLIDAY?”

21. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48
HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35
RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85
OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63
USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93
OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93
VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45
VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20
PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43
BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70
ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15
OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85
BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63
NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20
NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35
TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13
TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33
TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

22. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48
HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35
RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85
OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63
USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93
OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93
VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45
VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20
PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43
BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70
ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15
OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85
BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63
NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20
NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35
TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13
TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33
TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

23. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48
HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35
RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85
OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63
USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93
OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93
VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45
VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20
PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43
BROCHURES PRESENTING A DESTINATION 10.90 6.70 9.30 3.90 7.70
ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15
OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85
BROCHURE ON A COUNTRY 7.90 7.10 3.00 4.50 5.63
NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20
NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35
TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13
TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33
TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

26. GOOGLE ADVERTS

27. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48
HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35
RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85
OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63
USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93
OFFICIEL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55
OFFICIEL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93
VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45
VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20
PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43
BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70
ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15
OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85
BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63
NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20
NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35
TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13
TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33
TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

28. OFFICIAL HOTEL WEBSITE

29. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48
HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35
RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85
OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63
USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93
OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93
VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45
VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20
PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43
BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70
ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15
OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85
BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63
NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20
NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35
TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13
TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33
TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

30. USER GENERATED CONTENT

31. GOOGLE.COM 32.60 40.00 33.20 28.10 33.48
HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35
RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85
OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63
USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93
OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93
VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45
VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20
PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43
BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70
ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15
OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85
BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63
NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20
NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35
TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13
TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33
TV ADVERTISING 0.80 0.20 1.50 0.60 0.78

32. WHY?

34. CHOICEHOTELS.COM

35. TRIPADVISOR.COM

36. CHOICEHOTELS.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.”

38. GET THE THRUTH THEN GO

39. GONE ARE THE DAYS WHEN HAND-
WRITTEN COMMENT CARDS WOULD
RESIDE AT THE BOTTOM OF A DUSTY
BOX IN THE LOBBY.

40. TODAY’S TRAVELERS SHARE THEIR
EXPERIENCES ONLINE VIA SOCIAL
MEDIA

41. PARADIGM

42. FROM PASSIVE OBSERVERS

43. TO ACTIVE CONTRIBUTORS

44. FROM ONE WAY BROADCASTING

45. TO DIALOGUE

52. MONITOR YOUR BRAND ONLINE

55. CONNECT WITH YOUR CUSTOMERS
THROUGH SOCIAL MEDIA

56. HARNESSING THE POWER OF SOCIAL MEDIA

57. DANISH OPEN AIR MUSEUM

58. 2 HOURS TO SET UP

59. 5 HOUR TEST PERIOD

60. ABOUT 100 TEST PERSONS

61. WITH 50 FACEBOOK FRIENDS

62. = 100 NEW AMBASSADORS

63. REACHING 5000 VISITORS

65. • VIDEO WORKS GREAT AS A
SUPPLEMENT TO OTHER CONTENT
ON YOUR WEBSITE
• SHOW US YOUR NILE CRUISE SHIP,
YOUR HOTEL ROOMS, OR LET THE
TOUR GUIDE INTRODUCE HIMSELF

67. HVAD KRÆVER DET?
+ +
+

76. 1
START LISTENING TO THE NEEDS AND
INTERESTS OF YOUR CUSTOMERS

77. 2
PARTICIPATE IN THE
DISCUSSIONS ONLINE

78. 3
CREATE 1:1 RELATIONS

79. 4
EMPLOY PEOPLE WHO UNDERSTAND
THE DIGITAL MINDSET

80. 5
EXPERIMENT CONSTANTLY

81. ً"#$% ً ‫)('ا‬
ANDERS@SEISMONAUT.COM