Presentation by Alex Gibson from Tourism Department at Dublin Institute of Technology to the Moteborsen tourism conference, Jan 9th 2008

1. Blogging, podcast, social networking sites How to generate ‘buzz’ about your brand Alex Gibson DIT - Dublin

3. You trust yourself….. and those like you…

4. First Media Turned To… *Europe = UK, France,, Germany, Italy and Spain ** Asia = Japan, China and S. Korea Global : TV is #1, but declined in favor of Internet; Newspapers – steady; Internet passes radio in creditability Europe : Newspapers turned to first Source: Edelman Annual Trust Barometer, Jan 06

5. First Media Turned…. Europe *Europe = UK, France,, Germany, Italy and Spain ** Asia = Japan, China and S. Korea Source: Edelman Annual Trust Barometer, Jan 06 Print key in France, Germany and Spain Radio important in Spain and UK TV important in UK and Germany Internet growing across all markets

7. “ Person Like Yourself” Since 2003 * Europe = UK, France, Germany Source: Edelman Annual Trust Barometer, Jan 06 56 53 51 33 Europe* 59 55 NA NA Canada 22 % 2003 51 % 2004 68 % 2006 56 US % 2005 TOP 4 BOX (6-9)

8. US Credibility of Key Information Sources: 2007 Reverses the the Upward Trend In general, how credible do you feel each of the following sources is for information about a company? Is information that you get from [SOURCE] extremely credible, very credible, somewhat credible, or not credible at all? Top two boxes shown

9. UK/France/Germany Credible Sources: Reports Lead 43 55 52 47 58 News coverage on the radio 39 50 43 44 51 Friends and family (2003-2006)/Conversations with your friends and peers (2007) 25 36 27 30 32 Communications issued by companies such as press releases, annual reports, and newsletters 38 45 43 37 45 Television news coverage 22 N/A 38 44 52 % 2004 17 N/A 34 47 51 % 2005 23 15 45 60 60 % 2006 11 27 A company’s own website 13 N/A Weblogs or blogs 29 37 Articles in newspapers 49 42 Stock or industry analyst reports 49 52 Articles in business magazines % % 2007 2003 TOP 2 BOX

10. US: Person Like Me and Regular Employee Have Risen Well Ahead of CEO 2003-2006 wording: In general, when forming an opinion of a company, if you received information from a/an [INSERT PERSON] about a company, how credible would the information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all? The next is … [READ LIST. RANDOMIZE. ACCEPT ONLY ONE RESPONSE] 2007 wording: In general, when forming an opinion of a company, if you heard information about a company from a/an [INSERT PERSON], how credible would the information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all? The next is … [READ LIST. RANDOMIZE. ACCEPT ONLY ONE RESPONSE] Top two boxes shown

11. UK/France/Germany: CEO Trust at All Time Low; Largest Gap to Date with Person Like Yourself 2003-2006 wording: In general, when forming an opinion of a company, if you received information from a/an [INSERT PERSON] about a company, how credible would the information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all? The next is … [READ LIST. RANDOMIZE. ACCEPT ONLY ONE RESPONSE] 2007 wording: In general, when forming an opinion of a company, if you heard information about a company from a/an [INSERT PERSON], how credible would the information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all? The next is … [READ LIST. RANDOMIZE. ACCEPT ONLY ONE RESPONSE] Top two boxes shown

12. Social Responsibility is More Important than Corporate Brand or Financial Performance Which ONE of the following factors is most important to building your trust in a global company? Ranked on US

14. …… .travellers of tomorrow are looking for Up to date, Integrated, visual devices Frequently updated Highly personalised, … and relevant Recommended …by trusted sources Engagement

16. Social Media and user-generated content are catch-all descriptions for many different participatory online environments. How are they best segmented and understood?

18. Dimensions to consider… Engagement Discovery Measurement Monitoring

19. Which parts of the Social Media and User-Generated Content landscape should marketers care about the most? When should marketers just stay away?

20. Wiki Consumer Review Multi-Player Game Blog Video Social Network Discussion Board The Social Media Landscape Interpersonal Communications Information Entertainment Personal Expression Virtual Worlds Podcasts Adapted from Cymfony

26. …and it’s way ahead.. Source: Hitwise June 07

28. … and these bloggers ARE influencing consumer choice

29. The Travel Decision Process Information Search Alternative Evaluation Problem Recognition Choice Outcomes

46. Marriott’s Blog

47. Starwood’s Blog

48. SixtySecondView

53. Marketing Communication Implications….?

57. What is business using? "The B2B Web 2.0 Tools Report" 2007 9.2% of Fortune 500 companies blogging as of 12th December, 2007 ( source : Fortune 500 business blogging wiki)

58. What works and When? Get Integrated!! What’s best?

61. Questions????