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...
NOVEMBER 2013
UNWTO REGIONAL CONFERENCE ON TOURISM DEVELOPMENT SIEM REAP, NOVEMBER 1-3, 2013
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
DIGITAL INNOVATION ASIA FORUM & AWARDS
CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?
CAN SOCIAL MEDIA DRIVE SUSTAINABLE TOURISM SUCCESS?
SO, HOW DOES IT WORK?
Free broadband Laptops for £200
HD Video camera for £200 Video on Mobile phones
The Crowds are Active!
And the Wisdom of the Crowds lives Here…
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
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.
RESEARCH
PRODUCT DEVELOPMENT
MARKETING
FINANCING
PROFIT
Leverage the CROWDS
RESEARCH Wisdom of the CROWDS
PRODUCT DEVELOPMENT Ask the CROWDS
FINANCING Activate the CROWDS
FINANCING
MARKETING Influence the CROWDS
MARKETING
COMPANY
Message the CROWDS
MARKETING Message the CROWDS
WHAT DOES IT ALL MEAN?
HOW TO BUILD A WEB CONTENT &
SOCIAL MEDIA STRATEGY…TO
BE RELEVANT TO YOUR
CUSTOMERS
SHOWCASE THE EXPERIENCES
SHOWCASE THE LOCALS
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
Social Media Strategy Basics
Leverage the CROWDS
Social Media as a Business Tool
Research & Insight
Product Development
Sales & Marketing
Leverage the CROWDS
WHAT IS DIGITAL INNOVATION ASIA DOING?
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
DIGITAL AID ASIA
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
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
WHAT ABOUT HERITAGE SITES?
CREATING AWARENESS VIA SOCIAL MEDIA FOR RESPONSIBLE TOURISM
INNOVATIVE TECHNOLOGIES TO DRIVE CAPACITY (VISITOR EXPERIENCE)
DIGITAL, SOCIAL, AND MOBILE FOR CAPICITY BUILDING (TALENT DEVELOPMENT)
SHINTA MANI….A 4-STAR HOTEL IN SIEM REAP
ALMOST 80,000 FACEBOOK FANS
LOVED BY ITS GUESTS!
CUTTING TECHNOLOGY…
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.
MADE IN CAMBODIA MARKET @ SHINTA MANI SIEM REAP …
RESPONSIBLE TOURISM IN ACTION
JOIN US – TUK TUKS ARE WAITING OUTSIDE
CONTACT:
JENS THRAENHART–FOUNDER, DIGITAL INNOVATION ASIA E: [email protected] T: +66-8555.44234
FACEBOOK/LINKEDIN: THRAENHART – TWITTER: @JENSTHRAENHART
#DIAsiaTourism
