The New Normal - 25 Lessons To Help Your Tourism Organization Thrive In The Age Of The Digital Consumer

25

NEW NORMALLESSONS TO HELP YOUR TOURISM ORGANIZATION THRIVE IN THE AGE OF THE DIGITAL CONSUMER.

The

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THOUGHTLEADER


ANNOYING


ONE OF THE FOUR HORSEMEN OF THE DIGITAL APOCALYPSE


A HANDSOMEDREW CAREY



Troy


Troy Drew

The LESSONS


No. 1KNOW THE MARKETPLACE.


THE AVG. DMO GETS ABOUT 22% OF WEB TRAFFIC FROM MOBILE.


Source: Mark Research Report / How Travelers are Engaging with Destinations on the Mobile Web / December 2012

WEB VISITS FROM TABLETS GREW 10X FASTER THAN MOBILE.


Source: Adobe® Digital Index Report / May 2012

AIRBNB IS FILLING MORE ROOM NIGHTS THAN HILTON HOTELS.


Source: TechCrunch / December 2012

pewinternet.orgdestinationanalysts.comtravel2dot0.com


No. 2

ASK YOUR CUSTOMERS WHAT THEY THINK.


'consumer surveys'



No. 3STOP CALLING IT BRANDING.



STORY + EXPERIENCE / EXPECTATION =BRAND



Gran Bahia Principe Punta Cana


Gran Bahia Principe Punta Cana


L'Enfant Plaza


L'Enfant Plaza

No. 4

UNDERSTAND YOUR PLACE IN THE FUNNEL.


No. 6TIM ALLENIS A JERK.



No. 6BE USEFUL+ HELPFUL.


YOU BETTER BE REALLY FUNNY OR REALLY USEFUL. START W/ USEFUL.


No. 7

BRANDLOYALTYHAS BEEN REPLACED.



No. 8

UTILITY ISTHE NEW LOYALTY.


No. 9

CUSTOMER SERVICE IS SOCIAL.


YOUR SOCIAL STRATEGY IS GREAT CUSTOMER SERVICE.



No. 10

PASSIONMAKES IT EASIER.



or


or


or

WOULD YOU GET A LOGO TATTOOED ON YOUR ASS?



Coca-Cola


Harley-Davidson


ET


Apple


Geek Squad


Google


ALF


Popeye's


Mitt Romney


Eli + Payton

CONSUMER PASSION MAKES SOCIAL MEDIA EASIER.





115 RTs


1,370 RTs 16,000 RTs


No. 11

THE GOAL IS GOALS, NOT FANS.



78k

7k

Passion Ceiling

4. SALES


3. LOYALTY4. SALES


2. POSITIONING3. LOYALTY4. SALES


1. SERVICE2. POSITIONING3. LOYALTY4. SALES


YOU NEED A LAUNCH, COMM. + EXIT PLAN FOR EACH CHANNEL.


No. 12ENCOURAGE YOUR FANS.



No. 13

EXPECT THE SHIT TO HITTHE FAN.





No. 14BE PREPAREDTO RESPOND.


SOCIAL CRISIS PLAN SHOULD INCD. STAFF OUTSIDE OF SOCIAL DEPT.



No. 15

DON'TRESTRICT YOUREMPLOYEES.


PRETEND YOU ARE SHARING THIS WITH YOUR MOTHER.


4. MONITOR


3. NO MOBILE4. MONITOR


2. PERSONAL3. NO MOBILE4. MONITOR


1. TRUST2. PERSONAL3. NO MOBILE4. MONITOR


No. 16

STOP LISTENING TO GURUS.AND NINJAS.


EVERY FACEBOOK 'GURU' HAS A MAX OF 7 YRS. EXPERIENCE.


No. 17DON'TBUY FRIENDS.


3. TWEETS


2. FB FANS3. TWEETS


1. EMAILS2. FB FANS3. TWEETS



No. 18

DON'T ASSUME YOU NEED AN APP.



getlisted.org


No. 19

UNDERSTAND + ACCEPT YOUR LIMITATIONS.


PEOPLE WANT TO TALK W/ PEOPLE, NOT BRANDS.


No. 20

DON'T GET TRICKED BY TECHNOLOGY.


No. 21

DON'T OVERTHINK THIS SHIT.


No. 22BE TRANSPARENT.


No. 23FOCUS ON THE CORE.



No. 24SAY 'NO' MORE OFTEN.


No. 25ENJOY YOUR JOB.


THANKS


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