1. DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 DESTINATION MARCOM 1: SOCIAL MEDIA (SOME)

2. A NNOUNCEMENTS  Monday – trip to Rock & Lake leave from school at 13:00;  Return 16:30  Wednesday – Midterm  Thursday – no class  Tue, May 10 – Sustainable Destination Marketing Presentations; Dress Like a Tourist  Wed, May 11 – written reports & presentation slide decks for client project due by midnight  Thu, May12 – client presentations  Fri, May 13 – Final Exam

3. DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEW SESSION 6 MARCOM 1: SOCIAL MEDIA The influence of SOME in travel and tourism Destinations & Web 2.0 SOME marketing & destinations Destination Marketing and SOME Rock and Lake Client Workshop

4. DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEW SESSION 6 MARCOM 1: SOCIAL MEDIA The influence of SOME in travel and tourism Destination Marketing and SOME

5. Paradigm shift for customers and marketers Almost half the world’s population now internet users Internet users Dec 2000 (millions) Internet users June 2014 (millions) Penetration of population % of table Asia 114,3041,386,18834.7%45.7 Europe 105,096 582, 44170.5%19.2 Latin America/ Caribbean 18,069 320,31252.3%10.5 North America 108,096 310,32287.7%10.2 Africa 4,514 297,88626.5% 9.8 Middle East 3,284 111,80948.3% 3.7 Oceania/ Australia 7,620 26,78972.9% 0.9 World Total 360,9853,3035,74942.3%100.0 By 2020 an estimated 30 billion connected devices Mobile-only internet users – from 14 million in 2010 to 788 million in 2015

6. Changes in European travellers’ booking methods 20032013 Travel agent65%18% Phone22% 5% Internet13%76% Source: Adapted from Oliveira and Panyik (2015)

7. How travellers are using social media Travel planning – High credibility of social media recommendations versus traditional advertising During travel – Onward planning, staying in touch, sharing experiences – Many deviate from original plans while travelling After travel – Sharing information about holiday experiences With strangers on community sites such as TripAdvisor With friends on social networking sites such as Twitter and Facebook

8. TripAdvisor's top 10 destinations for 2014 RankDestinationChange from 2013 1Istanbul, Turkey+11 2Rome, Italy +2 3London, England 0 4Beijing, China+17 5Prague, Czech Republic +4 6Marrakech, Morocco+13 7Paris, France -6 8Hanoi, VietnamNew 9Siem Reap, Cambodia+14 10Shanghai, China+12

9. DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEW SESSION 6 MARCOM 1: SOCIAL MEDIA The influence of SOME in travel and tourism Destinations & Web 2.0 Destination Marketing & SOME

10. Top 10 destinations on social media (December, 2014) Skift score Facebook likes Twitter followers Instagram followers YouTube views Tourism and Events Queensland 813 1,172,001 74,363 126,286 3,123,442 Walt Disney World Resorts 81115,077,512903,945 890,622189,972,767 Tourism Australia 805 6,319,867189,1181,045,523 30,828,249 Visit Philly 743 437,874 90,408 31,453 720,739 US Dept. of the Interior 733 88,644260,526 436,773 760,506 Visit Florida 720 632,470 86,966 10,760 11,680,183 Visit Argentina 714 577,611 24,233 2,617 2,881,150 Visit Colorado 714 476,200 99,653 26,832 2,638,863 Explore Georgia 712 270,855 52,581 13,879 66,587 Discover Los Angeles 710 1,145,758 99,322 69,473 1,541,249 Source: Adapted from Manalo (2015)

11. How destination marketers are using social media User Generated Content (UGC) overwhelming traditional destination advertising Destination marketers losing control of destination brand image New approach required to effectively engage with consumers in a meaningful way Social media are media (from written to visual to audio) that are designed to be shared. – Sharing means easy to: Comment on Copy and send the media

12. Content Marketing A process that includes an understanding of all the content your brand is creating, those for whom it is intended, and to what purpose – Content elements: Substance: Who are you trying to reach, and why? Structure: Where is your content? How is it organized? How do people find your content? – Translating your brand essence: Summing up the unique attributes of a brand and the basis for its emotional connection with customers Defining a tone of voice for your barnd the style in which it engages with its customers Matching content to your customers’ needs at whichever stage they are in the experience or customer journey Creating content that impacts people enough to make them want to share

13. DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEW SESSION 6 MARCOM 1: SOCIAL MEDIA The influence of SOME in travel and tourism Destinations & Web 2.0 SOME marketing & destinations Destination Marketing and SOME

14. Podcast link Reinventing Travel Brands Through Modern Storytelling https://soundcloud.com/skift-podcast/reinventing-travel- brands-through-modern-content-marketing https://soundcloud.com/skift-podcast/reinventing-travel- brands-through-modern-content-marketing

15. DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEW SESSION 6 MARCOM 1: SOCIAL MEDIA The influence of SOME in travel and tourism Destinations & Web 2.0 SOME marketing & destinations Destination Marketing and SOME Rock and Lake Client Workshop

16. Assignment: Content Audit An audit of all of the existing digital content supplied by the destination – the website and social media. Purpose: to see how Rock and Lake and its competitors compare on key content marketing variables Process: each team will be responsible for conducting a content audit on Rock and Lake and its competitor types from the perspective of one of the traveler types assigned to your team. Plan of Action: – Step 1. As a team, identify which competitors your team will benchmark – Step 2. As a team, develop an audit plan (what will you be looking for) and conduct your audits. – Step 3. Post team reports where indicated at MyCourses.