UNWTO REGIONAL CONFERENCE ON TOURISM DEVELOPMENT …

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NOVEMBER 2013 UNWTO REGIONAL CONFERENCE ON TOURISM DEVELOPMENT SIEM REAP, NOVEMBER 1-3, 2013

Transcript of UNWTO REGIONAL CONFERENCE ON TOURISM DEVELOPMENT …

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NOVEMBER 2013

UNWTO REGIONAL CONFERENCE ON TOURISM DEVELOPMENT SIEM REAP, NOVEMBER 1-3, 2013

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DIGITAL INNOVATION ASIA (DIA) IS AN INITIATIVE PROMOTING TECHNOLOGY, SOCIAL, AND MOBILE IN TOURISM…

Digital Innovation Asia

- Strategically aligned with the Pacific Asia Travel Association (PATA),

and endorsed by the World Tourism Organization (UNWTO), the

Association of South East Asian Nations (ASEAN), the Mekong

Tourism Coordinating Office (MTCO), the Tourism Technology

Association (TTA), Global Business Travel Assoc. (GBTA), and SKAL.

- The first DIA events were successfully launched beginning of June,

featuring the first annual Digital Innovation Asia Awards in Bangkok

- DIA is overseen by the DIA Council (made up of senior e-commerce

professionals from hotel companies, tourist boards, and airlines)

- DIA is platform committed to bringing Digital Innovation to travel

and tourism in Asia via collaboration, sharing, and networking

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DIGITAL INNOVATION ASIA FORUM & AWARDS

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CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?

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CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?

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SO, HOW DOES IT WORK?

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Free broadband Laptops for £200

HD Video camera for £200 Video on Mobile phones

The Crowds are Active!

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And the Wisdom of the Crowds lives Here…

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o Social Networks

o News & Bookmarking

o Blogs

o Microblogging

o Video Sharing

o Photo Sharing

o Message boards

o Wikis

o Virtual Reality

o Social Gaming

o Related: o Podcasts

o Real Simple Syndication (RSS)

o Social Media Press Release

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The conversation is not: o controlled

o organized

o “on message”

The conversation is: o organic

o complex

o speaks in a human voice

Social media is not a strategy or a tactic – it’s simply a channel.

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RESEARCH

PRODUCT DEVELOPMENT

MARKETING

FINANCING

PROFIT

Leverage the CROWDS

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RESEARCH Wisdom of the CROWDS

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PRODUCT DEVELOPMENT Ask the CROWDS

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FINANCING Activate the CROWDS

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FINANCING

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MARKETING Influence the CROWDS

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MARKETING

COMPANY

Message the CROWDS

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MARKETING Message the CROWDS

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WHAT DOES IT ALL MEAN?

HOW TO BUILD A WEB CONTENT &

SOCIAL MEDIA STRATEGY…TO

BE RELEVANT TO YOUR

CUSTOMERS

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SHOWCASE THE EXPERIENCES

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SHOWCASE THE LOCALS

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PROFIT

“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

Please the CROWDS

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Social Media Strategy Basics

Leverage the CROWDS

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Social Media as a Business Tool

Research & Insight

Product Development

Sales & Marketing

Leverage the CROWDS

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WHAT IS DIGITAL INNOVATION ASIA DOING?

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BLOGGER MATCH-UP 2013

June 2013 - Bangkok, Thailand

Travel Bloggers &

Travel Suppliers

Speed-Dating

Bloggers Match-Up Boot Camp …

Understanding and Working

with Travel Bloggers

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DIGITAL AID ASIA

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5 Digital Aid Boot Camps (2010-2012)

5 Countries in the Asia Region

(Bhutan, Thailand, Cambodia, Laos, Myanmar)

Supported by:

MTCO (Mekong Tourism Coordinating Office) &

PATA (Pacific Asia Travel Association)

The Digital Aid Asia Boot Camp History

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1. Goals & Objectives

2. Story Telling – Content Strategy

3. Content Distribution – Channel Strategy

4. Engagement – Viral Strategy

5. Listening – Monitoring the Conversation

6. Product Development – Learning from the Conversation

7. Micro Financing – Drive funding for Small Businesses

8. Collaboration – How to work together

9. Staff Training – How to empower the Front Lines

10. Measuring Success – What works and what doesn’t

11. Crisis Management – Being responsive and prepared

The Digital Aid Asia Boot Camp Plan

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WHAT ABOUT HERITAGE SITES?

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CREATING AWARENESS VIA SOCIAL MEDIA FOR RESPONSIBLE TOURISM

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INNOVATIVE TECHNOLOGIES TO DRIVE CAPACITY (VISITOR EXPERIENCE)

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DIGITAL, SOCIAL, AND MOBILE FOR CAPICITY BUILDING (TALENT DEVELOPMENT)

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SHINTA MANI….A 4-STAR HOTEL IN SIEM REAP

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ALMOST 80,000 FACEBOOK FANS

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LOVED BY ITS GUESTS!

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CUTTING TECHNOLOGY…

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purposeful hotels

Travelers seek to be connected to local communities,

and being engaged by giving back. This experience

enriches people’s lifes by on the receiving and the

giving end. Travel companies from accommodation

providers, tour companies start to provide experiences

that enable these engaging experiences.

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MADE IN CAMBODIA MARKET @ SHINTA MANI SIEM REAP …

RESPONSIBLE TOURISM IN ACTION

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JOIN US – TUK TUKS ARE WAITING OUTSIDE

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CONTACT:

JENS THRAENHART–FOUNDER, DIGITAL INNOVATION ASIA E: [email protected] T: +66-8555.44234

FACEBOOK/LINKEDIN: THRAENHART – TWITTER: @JENSTHRAENHART

#DIAsiaTourism