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Marketing

• Management, Marketing, social media

  9 criteria for selecting travel bloggers

  01.29.13 | Permalink | 11 Comments

  This post was first published as a guest post on the TBEX blog.

  
  Blogger gathering at TBEX in Girona, Spain

  At the moment, blog trips and bloggers hosted by a Destination Marketing Organisation (DMO) are still a bit of a novelty. DMOs don’t yet completely realize the value bloggers and bring but I expect an explosion  in the near future when DMOs understand the value while travel bloggers realise the benefits a blog trip can offer and new travel bloggers want to join the club.

  DMOs need a way to sort through all these requests. We’re not big fans of a one-size-fits-all approach to measure the value of bloggers but instead we like to match bloggers based on a DMO’s specific marketing goals. We also recommend that our clients take a pro-active approach to bloggers by inviting the ones with the best fit instead of a reactive one by waiting for requests to come in.

  We have a good relationship with dozens of bloggers and a database with hundreds more. We have 9 criteria to select bloggers for blog trips and other campaigns, which are outlined in detail below. When developing social media strategies we recommend that our DMO clients also use these criteria to manage individual blogger requests.

  1) Value to the blogger

  I mention this one first, because if there’s no value for the blogger then there’s no use in working together. A blog trip or campaign needs to be a win/win situation. We’ve learned that it’s important that the DMO and blogger know each other’s expectations. Sometimes a blog trip might not work out for a variety of reasons. And that’s okay. But it’s better to set out the realities and expectations on both sides ahead of time.

  2) Reach; the size of the audience

  This is an important metric, but not as important as you might think – at least, not to us. We would rather work with a blogger who has a smaller audience and a higher influence. A blogger with 2,000 Twitter followers may be of more value than one with 50,000 if those 2,000 people are passionate, engaged and are likely to be influenced by the person they follow.

  We use tools like Compete.com, Quantcast and Alexa to get an indication, or ask the blogger for data. We will also look at Twitter followers, Facebook likes, and other statistics. For bloggers, it’s a good idea to have this info handy as DMOs will ask for this.

  3) Audience demographics

  This criteria includes things like what language you blog in and what countries your readers are from, their age, education, income, etc. We’re not that interested in where the blogger comes from because their audience might come from a completely different place.

  We will use Quantcast and sometimes other tools for this, although a lot of blogs don’t have enough traffic for these tools to provide valuable metrics. We sometimes ask bloggers, but we have had to make assumptions at times.

  4) Influence in a niche

  This one is more important to us than reach. We’re looking for people who are an authority in a subject matter. That’s the power of the Internet – there’s a community for every passion. It’s safe to assume that a wine blogger has an audience interested in wine. If we’re working with a destination that is seeking to leverage its wine products or experiences, we will pick a wine blogger with a small audience over a general travel blogger with a larger audience in most cases.

  In order to determine influence, we look at things including comments on a blog (volume and types of comments) and how the blogger interacts with her/his audience. Why? It’s that personal connection that makes a blogger unique and influential. And we will also look at repeat visitation to the blog. This is an indicator of how loyal an audience is and therefore the influence the blogger has.

  What we sometimes observe is that bloggers with a large audience lose the personal connection with their readers. Their blog becomes more like a traditional publication online. That’s to be expected and not necessarily a bad thing, it just changes the types of initiatives we will invite them for, and the approach we take. They may be better suited for a traditional press trip.

  5) Connection to other influencers

  This one is closely related to #4. Blogging is social. We believe that a blog trip or a blog campaign’s value doesn’t just come from the value as a result of the produced content, but also from the personal connections created. A blogger with a lot of connections to other influencers is more desirable as that means there’s a better chance that their messages are then amplified or retweeted by other influences. A good relationship with one blogger can also lead to a referral to another. We often ask other bloggers for suggestions about other writers.

  6) Quality and style of writing, photography and/or video

  This one speaks for itself. We prefer blogs with quality content. And sometimes one blogger’s style fits better with a particular destination brand than another. And it doesn’t mean that we look for moderate bloggers only, by the way. We seek honesty and transparency, otherwise a message won’t be credible. The blogger at TBEX who writes critical posts just to make PR people uncomfortable would probably not be invited, though (see #9). Often, quality trumps reach and influence.

  7) Speed of communication

  We don’t have a specific preference. It varies from initiative to initiative. Most of the time, a blog trip is designed to create a lot of social content right away, and speed is important. Other times, it won’t matter too much if it takes a few weeks for us to see a post (months is pushing it). The longer it takes, the more the details and energy are lost. Plus, the copy ends up looking more like it belongs in a traditional publication.

  8) Use of technology and tools

  Does the blogger tweet, Instagram, or post to fan pages during the trip? This is obviously helpful.

  And it also varies. If we’re working on a campaign where we want a lot of content in the moment, Twitter, Facebook, and Instagram are important. In some cases, they’re not.

  Sometimes we look for quality, influence, and reach for a specific tool or network. We invited a big Instagrammer to Flanders, for example. The Costa Brava even hosted an Instagram trip.

  9) Personality

  Is this blogger easy to work with?

  We will happily sacrifice reach or influence for a nice person when we’re hosting a group of bloggers. Personality type tells us something about the bloggers’ relationship with their readers, and that’s important in social media. Other factors including professionalism and attentiveness are equally important. If it takes weeks for somebody to reply to an email, or if they don’t follow practical instructions we get worried. We often check references as well by calling another DMO the blogger has worked with.

  ---

  We have good results using our criteria above. In the future we hope to build out our database so we can be a good matchmaker between bloggers and the tourism industry that delivers benefits for both.

  ---

   

• Marketing, social media, Travel & Tourism

  How can destinations measure the value of travel bloggers?

  01.23.13 | Permalink | 4 Comments

  I wrote this post as a guest post on the TBEX blog.

  

  #blogtripF1

  Destination Marketing Organisations (DMOs) have hosted influencers for a long time. It used to be the exclusive territory of travel journalists. They were courted, invited and hosted in order to generate awareness and consideration for a destination.

  In order to measure this PR most DMOs used the “Advertising Value Equivalency” (AVE). You take the size of the produced piece, use the equivalent cost of running an ad of the same size in the publication, apply a multiplying factor because editorial is more credible and there’s your equivalent value of “free” advertising.

  Most people in the PR industry agree that AVE is significantly flawed. But for years, it’s all we had. It was simple and easy to calculate – and at least it was consistent, something we could monitor over time, and benchmark against the competition. At least that was something.

  There’s no such direct measure for blogger-based campaigns at the moment. Keith (Velvet Escape) and Melvin (Traveldudes) presented a first draft of a method calculating the value of a blog at a TBEX session in Girona. It was loosely based on AVE and an attempt to quantify the value of a post in dollars.

  I applaud the attempt because at least it will provide DMOs with some guidance and offer benchmarking possibilities. But I’m not a fan of trying to use an old-media method that’s already shaky at best and applying it to a new world model in order find a social media equivalent for it. It assumes a specific blogger will provide equal value to all destinations and that’s simply not true.

  There are a multitude of travel blogs out there, and with careful research, we can unearth a blog and a writer who has the best fit with a specific destination and its objectives. Often we end up bringing bloggers who have a specific skill or niche. And when we bring a group of bloggers together, the composition of that group, the mesh of personalities, matters.

  It’s not just the size of a blogger’s audience that’s important, but the likelihood of delivering a relevant, credible, and authentic message to their network. Passion speaks volumes. We need to believe that their message will influence a reader’s travel decisions.

  At Think! we love working with bloggers because they are, generally speaking, very passionate and excellent creators of content. We work with dozens of DMOs around the world, helping them arrange blog trips, and we involve bloggers in many of our campaigns. We tie the way we measure a campaign involving bloggers to the specific marketing objectives.

  We research, identify, and approach the right bloggers for the campaign, assist with the trip planning, and provide consultancy to clients on how to make these travel (or cultural) writers feel most engaged or valued.

  For example:

  • In Belgium we worked with Tourism Flanders to identify, contact, and send 100 travel and music bloggers to festivals all summer long, with the objective of generating awareness for Flanders as a prominent festival destination in Europe.
  • In Richmond, British Columbia, we helped find a food blogger who would eat and blog about a different Richmond restaurant every day for a year with the objective to position Richmond in the centre of the foodie community.
  • In New South Wales, Australia, we organised a month-long bus trip of bloggers including a photographer and videographer with the objective of showcasing the destination and creating content in a more social way.

  Through our work we know many bloggers and we hope we have developed a good reputation amongst them. Because we have these relationship it makes it easier and easier to find the right bloggers for our projects.

• Internet, Marketing, social media, Travel & Tourism

  Graph Search is something people might just love

  01.16.13 | Permalink | 1 Comment

  In 2010 I wrote that Tripadvisor’s integration of Facebook connect offered a glimpse into the future. Well the future is here.

  Graph Search, announced yesterday by Facebook, is a new way of searching. It’s using taking your social graph and the content shared on Facebook as the basis of relevancy. Graph Search will allow you to search for things based on your personal network of friends, your ‘friends-of-friends’ or Facebook users in general.

  You can soon search on Facebook for “restaurants in San Francisco liked by people who live in San Francisco”.

  Or “restaurants in San Francisco my friends like”.

  Or “restaurants in San Francisco liked by my friends who live in San Francisco.”

  Or “Restaurants in San Francisco liked by my friends from India”

  

  The possibilities are endless.

  The travel decision process is going to be massively influenced when Facebook users adopt this kind of functionality. Because travel product is a heavy used item on Facebook. People check in, share photos and like places they’ve been all the time.

  A whole new world of discovery and travel inspiration might open up. Imagine searching for “Places people check-in who like scuba diving”

  Or “Cities people check-in who like art”

  Or “festivals people like who like Greenday”

  Or “pictures from my friends in Berlin”

  Yesterday I also read a nice post by a Techcrunch writer about a recent frustrating trip to the new MySpace. This part caught my attention and made me think.

  Wait, how does Myspace know I would like these?Is everyone seeing the same ones? Did Justin pick them out for me? Are my friends listening to these guys? I have no context here. I don’t understand why they’re recommended. I decide to move on.

  and

  I mean really, I logged in with Facebook – would it have killed you to look through my “likes” for a bit of personalization here?

  A Techcrunch writer is obviously ahead of the curve. But what’s happening here is that people are starting to expect websites to personalize based on their previous behaviour and what they or their friends like on Facebook.

  I remember being freaked out when Amazon recommended me books based on my previous purchases. Or when a laptop bag followed me around the internet thanks to remarketing. But that’s a long time ago. I don’t get freaked out anymore. We’ve gotten used to it. We even like it. We get mad when we see ads that aren’t relevant. And Facebook’s Graph Search might just deliver exactly the functionality at the right time. And travel and tourism marketing will never be the same. You better get ready.

   

• Marketing, social media

  Two Facebook pages best practices

  01.15.13 | Permalink | 1 Comment

  North To Alaska

  

  First there’s the ‘North to Alaska’ page. I know this page well because it’s managed by Think!’s Dustin. And he’s killing it!

  It’s the only page I know on Facebook where the ‘people talking’ almost always outnumbers the number of ‘likes’ with hardly running any ads. Besides sharing mind blowing photos, Dusty is also doing everything right to engage the community. Drawing engagement from fans, involving them in answering questions and recognizing fans for great contributions. The page has build a community of very passionate people who love the Alaska highway. The almost 5,000 fans reach tens-of-thousands because of the great community management.

  <sales>

  Dusty also conducts our populair social media audits. He will review your page, tell you what you do well, where you can improve and how. Just drop us a note for info.

  </sales>

  Applebee’s

  

  Applebee’s? The restaurant chain? Yes, that Applebee’s.

  Now the postings on the page itself is not bad, but it’s not great either.

  It’s the way they handle what people post on their page. A few months ago some teenagers started ‘trolling’ the page. An ‘Applebee’s Reply Guy’ was created and has turned trolls into fans. Click on ‘See All’ where it says ‘Recent Posts by Others on Applebee’s’ and learn from how they respond to good comments, bad comments and how they use wit and humour when appropriate.

  I was made aware of this page at #Somet12. Think!’s Mikala wrote a great post about it.

  Update Feb 4, 2013. Apparently the Applebee’s Reply Guy lost his way (or did they change agency).

• Experience Design, Internet, Management, Marketing, social media, Travel & Tourism

  3 things to think about in 2013

  01.01.13 | Permalink | 1 Comment

  Happy New Year everybody! Here are three things off the top of my head that are important things to consider for 2013. Do you have any more?

  1) PUT SOCIAL AT THE CORE

  

  I think it’s pretty clear by now that social media has a major impact on the travel decision making process. If your tourism business or DMO hasn’t realized this yet you better catch up. You should be at level 3 or higher by now.

  Most marketers think of social media as an add-on to a traditional campaign, or at least start with traditional thinking. It’s time to flip it around. Start with a social idea and support it with traditional methods. Or do traditional things in a social way. For example, we recently worked with a DMO who let it’s Facebook community vote on what photos would be published in it’s visitor guide.

  2) START USING SERVICE DESIGN

  

  Mitigating a mediocre experience with brilliant marketing doesn’t cut it anymore. The experience IS your marketing and the stories your visitors tell each other is what it’s all about. You have two choices. First choice is to join the race to the bottom and keep offering specials, discounts and special offers. The second one is to create remarkable experiences people love and want to be part of, regardless of what it costs.

  If your choice is the latter, you need to start thinking about service design. When you’re an operator you need to start thinking about the end-to-end experience you offer your guest. When you are a DMO you need to think about the end-to-end destination experience. Service design is gaining a lot of momentum in Europe, especially in Austria where destinations are starting to take an active role in the design of the destination experience.

  3) MOBILE: THINK DEVICE PLUS CONTEXT

  

  I was on a panel at a conference in Barcelona recently and somebody asked about mobile. Before I could even think about it I said “it’s not about mobile, it’s about device + context”. I probably heard it somewhere before but I have never really thought about it like that. But it’s true. Whether you build a desktop site, a mobile site, an adaptive site or an app, it’s not the device that’s important. It’s the context of use.

  When you search google maps, it takes into account your device, where you are and what date and time it is. That’s the context of your usage and the information you get back takes that into account. You need to so the same thing. A consumer accessing your content at home is looking for very different things than a consumer walking down the street in your destination.

  Now here’s the kicker. Often that means people use another website than yours. Somebody walking down the street looking for a restaurant is going to use Google Maps, Yelp or Tripadvisor, not a DMO website. Even a consumer planning as trip might never even make in onto your website (hello travel bloggers). Your content online strategy needs to include content on third party websites. From inspiration to transaction. Just like we used to do it in the 90s with travel guides and tour operator brochures.

• Marketing, Travel & Tourism

  Vacation rentals are an opportunity for DMOs

  12.04.12 | Permalink | 2 Comments

  Last week I was presenting at Travelnext in Utrecht, the Netherlands. One of the speakers was Ole Ruch from AirBnB. He shared some info that made me think.

  Economic benefits

  I thought that most AirBnB users were looking for cheap accommodations. They’re not.

  

  Some (AirBnB funded) research in San Francisco concludes that AirBnB customers spend more money in destination. And the money (minus a commission) goes directly to the host.

  

  The econonomic benefits are also distributed throughout the destination.

  Primary reason for travel

  

  People live in incredible places or have done amazing things with spaces. And through AirBnB travellers can now access them. You can stay

  • in a house designed by Frank Lloyd Wright
  • in hobbit house in Montana
  • in one of fourteen private islands
  • in one of seven available iglos
  • a houseboat next to the Eiffel Tower
  • a villa in Tuscany
  • and many more unique places

  You get my drift. There are some incredible private places for rent and people will travel just to stay there. Consumers are also shifting and are looking for unique and authentic experiences. Staying in a local neighbourhood or in somebody’s house is meeting that need.

  I’ve never seen a DMO promote an AirBnB listing (or one of their competitors). Not even a very unique one. Don’t they take it seriously because it’s unconventional, because it’s a disruptor of their funding model or because hotel stakeholders are seeing it as a threat? Either way, the economic benefits are there and I think it’s a powerful tool in the toolbox that shouldn’t be ignored.

• Experience Design, Marketing, Travel & Tourism

  Cascading influence in tourism marketing

  05.16.12 | Permalink | 4 Comments

  

  I’m not a foodie. But I like food. I like cooking. I like to eat good food. I like authentic experiences. I like holes in the wall. I once drove 5 hours to eat deep fried cheese. And when I was in LA last month I drove an hour to visit the Kogi food truck (photo). But I don’t really watch food shows, read food blogs or base every restaurant I visit on reviews on Yelp or Tripadvisor.

  I have friends for that.

  My friend Stephanie is a foodie. She tries crazy recipes and knows about all the new and hot restaurants in town. And beyond. There aren’t a lot of cities I travel to where she doesn’t know of someplace amazing.

  Stephanie is not a big food influencer. She doesn’t blog, doesn’t take photos of her food, she doesn’t pin food recipes. She does influence her friends though. In person or on Facebook. And if she recommends a restaurant, I’m going.

  I’m not a foodie. But I’m influenced by one.

  Stephanie in turn, is influenced by a host of people who share her obsession with food. She’s part of a passionate community of foodies. A lot of her friends are foodies, she watches Food TV, reads a lot of food blogs, is active on Chow and follows celebrity chefs on Twitter.

  Stephanie is a foodie. She makes her decisions based on information from influencers in the foodie community.

  

  The example above is the essence of modern tourism marketing. Restaurants will get people like me in the door because I’m influenced by a foodie, who in turn is influenced by leaders in the foodie community.

  As a marketer, you need to approach this in reverse. Activate the influencers who connect with the passionate community, who in turn connect with consumers at large.

  This works for any kind of niche. Hiking, skiing, modern art, theatre, gambling, roller coasters, etc. There are thousands of passionate communities and each community, large or small, has influencers. It’s just a matter of activating it.

  As a tourism marketer you need to identify your niches and ensure the delivery of your experience is remarkable so people will recommend your destination or product. It will start a cascading effect that produces long term results.

• Management, Marketing, social media, Travel & Tourism

  5 levels of social media sophistication at the DMO

  04.23.12 | Permalink | 34 Comments

  

  Imagine you had to start a DMO. Your DMO. You have been given the same budget and must start from scratch. Would your DMO look exactly the same as it does now? The same departments, same positions? The same budget allocations? The same marketing tactics?

  The internet, and social media in particular, have completely changed tourism marketing. Forever. People might not talk on Facebook about which fabric softener they use or which soft drink they prefer, but everybody talks about their travels. Social media sophistication is crucial to modern marketing. Yet the tourism industry is way behind.

  We have worked with dozens of DMOs around the world, ranging from very small to very large. And we have spoken to hundreds more. Based on our conversations and experiences we have identified the following levels for social media adoption and integration into the organization.

  1) Ignoring social media
  This level represents DMOs who are not active at all in social media. Social media is seen more as a threat than an opportunity.

  Characteristics you can find at this level are:

  • Leadership that is very skeptical of social media (“Facebook is a waste of time,” “I don’t care what my old high school buddy had for dinner last night,” “Twitter is for young people,” etc.)
  • Fear of negativity
  • Restricted staff access to social networking sites through policies or technology
  • Lack of an internal social media champion
  • Lack of social media knowledge at marketing agencies
  • Traditional marketing methods
  • No budget for social media

  Two years ago, there were many DMOs at this level, but by today most have moved on. Most DMOs that remain here are tied to very restrictive government policies.

  2) Experimenting with social media
  DMOs experiment with social media without a specific strategy through random tactics.

  Characteristics you can find at this level are:

  • Leadership that is skeptical, does not know activities are happening, ignores them because of disinterest, allows it because an influential stakeholder asked questions, or is swamped dealing with politics
  • Fear of negativity and overreaction when something “bad” happens
  • Enthusiastic internal champions who have created rogue accounts but sometimes lack skills to properly execute. These people eventually leave the organization to properly grow their skills elsewhere
  • Hit or miss results
  • Chasing anything that is new and hot
  • Lack of social media knowledge at marketing agencies
  • No or very little budget
  • No metrics

  There are still a lot of DMOs operating at this level. It often takes a noticeable event to move them to the next level. This could be spurred by a social media success internally or by the DMO next door. For example, a rival’s viral YouTube video or growing number of Facebook fans.

  3) Social media supporting marketing campaigns
  Due to a lack of strategic knowledge, DMOs incorporate social media in paid, outbound marketing campaigns. Often this is an add-on to traditional marketing campaigns, such as a YouTube channel showing videos originally made for TV or using Facebook and Twitter to broadcast campaign messaging.

  Characteristics you can find at this level are:

  • Leadership that realizes social media can be powerful but still relies/insists on traditional methods because they are more comfortable with them, or do not know how to measure and compare the difference in results
  • Marketing agencies that reluctantly incorporate social into campaign strategies, often as an afterthought and/or without understanding social media principles
  • Little integration or collaboration with members/partners/industry
  • Heavy scheduling and approval processes for social media activity
  • Broadcast-style communication in social media
  • Viewing and communicating with fans and followers in a traditional outbound marketing way, such as a consumer email database
  • Year-round efforts on Twitter, Facebook, etc., that lack strategic direction
  • Social media black-outs when there is no campaign in market
  • Frustrated and/or maxed-out staff who understand the potential of social media but are not heard by leadership and sometimes need/want more training
  • Often staff skilled in social media leave the organization out of frustration
  • Budget that is a small portion of marketing campaigns
  • Lack of appropriate metrics, with success often measured either by big numbers (# of fans/followers) or a campaign’s level of creativity

  Most DMOs operate at this level, sometimes with some additional effort to keep Facebook and Twitter going year-round. Often the level of success depends on the sophistication of one or two staff members.

  DMOs at this level want to succeed but cannot break out of the traditional way of doing business. Getting to level four is usually achieved by having a strong social media success as part of a bigger initiative or having an epiphany that social requires a different way of thinking. Usually, level two experiments continue alongside level three activity.

  4) Following a social media strategy
  This level is typified by a DMO having a social media strategy in place or having social media integrated into its marketing strategy. The DMO still believes that it is in full control of the destination brand.

  Characteristics you can find at this level are:

  • Leadership that understands social media and has given it dedicated resources
  • Marketing campaigns that have social at the core
  • Agencies in place that are dedicated to social or a digital agency that (really) gets social
  • Social strategies in place tied to marketing goals and objectives
  • Stronger alignment/integration with members/partners/industry and other stakeholders
  • A move from mass to niche marketing
  • Activities that are measured and adjusted in real time
  • Staff that is trained in social media
  • Empowered staff that is allowed and encouraged to participate as a DMO professional in social networks
  • Social media monitoring and engagement that is in collaboration with members/partners/industry
  • Social media that is incorporated in customer service
  • Relaxed social media access policies and limited approvals for posting content
  • Crisis plan in place
  • Systematic experimentation that is part of the strategy
  • Dedicated staff and budget for social media

  Leading DMOs have entered this level. Over the next few years we expect a rush of DMOs moving here. DMOs that enter level four first are the ones with less restraining operating environments (such as funding) with innovative leaders and marketing managers.

  5) Embracing the social business model

  The level five social business recognizes that the destination’s story and reputation are based on visitors’ experiences at every touch point during their trips (see point 1 in “Top 5 Wrong Assumptions in Destination Marketing”). This DMO knows and accepts that it is no longer in control of the destination story. It recognizes and acts on the need to collaborate closely with its industry, residents, influencers and visitors, and that it must change the way success is measured.

  The level five DMO starts with the core of the passions that make a destination relevant and leads all partners that have an impact on those experiences. The sole focus is on delivering outstanding visitor experiences that are unique to the destination, and then making it easy for visitors to share these experiences in their own voices.

  As painful as it may be, the DMO re-organizes, ending much of its old way of doing business. Staff is re-trained and assigned to new activities.

  Characteristics you can find at this level are:

  • Leadership that understands that business models from 15 years ago must change and is willing to undertake the pain of changing the organization
  • Relentless focus on the consumer
  • Majority of marketing resources are allocated to digital
  • A shift from destination marketing to destination management, where the customer experience is seen as the primary way to build brand
  • Marketing strategies that are a collaborative effort between the DMO, industry, residents, passionate consumers and other stakeholders
  • A move from mass marketing to niche marketing
  • Culture of collaboration, internally as well as with members/partners/industry and even consumers
  • Flattened organizational hierarchy to increase efficiency and speed needed to respond and adjust quickly
  • Lean processes
  • Staff that is trained, empowered and supported to make decisions without requiring lengthy approvals or spending time in meetings designed by management to control every aspect of every tactic

  We’re not aware of any DMOs at level five. We have spoken to many DMO executives who know they need to get here and want to get here. Often, their funding models or destination-specific politics stand in the way.

  The DMO closest to a level five we are familiar with is Visit Sørlandet in Southern Norway. As a newly created regional DMO, this organization quickly realized it would be impossible to build a Southern Norway brand the traditional way. By creating a strategy based on collaborating with local DMOs and industry members to improve the visitor experience and elevate the collective digital marketing efforts, Visit Sørlandet is building it’s brand through every touchpoint while growing repeat visitation and encouraging word-of-mouth.

  For many DMOs that have not reached level four, level five may seem pie in the sky. But the further you move your DMO through the levels, the more you realize just how much the world has changed and the true impact this has. Once you enter level four, you can see level five. It is no longer pie in the sky. It is tomorrow.

  At what level is your DMO?
  Your DMO’s current level is not a sign of success or failure. Every DMO is different. Politics and funding models have a big impact. So does the size and scope of a DMO. A country DMO is different from a city DMO. This affects specific marketing strategies and tactics.

  It is also not a race. It is a process that organizations need to go through. Some might skip a step. For others, the levels could overlap. But in order for DMOs to stay relevant and effective, they need to climb up.

  We have worked with DMOs in all shapes and sizes at every level of this process. We enjoy helping DMOs make the climb.

  We have conducted audits, started Facebook pages, trained staff, implemented social media as part of bigger campaigns, run social campaigns, created strategies, helped to define entire business plans centered around social principles and much more.

  Inventing the future
  Alan Kay, the inventor of the GUI and object-oriented programming once said, “The best way to predict the future is to invent it.” Instead of all DMOs trying to invent level 5 independently, we think the best future is that we all invent it together and collectively stay relevant. Please share your thoughts in the comments.

  As always, thanks for all my Think! coworkers for their contributions in creating this post

• Internet, Marketing, Travel & Tourism

  Making conferences social

  04.11.12 | Permalink | Comment?

  

  Conferences are inherently social. People gather to learn and discuss topics that they are passionate about with people who care as much about it as they do. Yet the way conferences are created and promoted are incredibly traditional.

  There’s a better way: bake social into the conference.

  A good example is the Social Media Tourism Symposium Think!’s very own Dave Serino started in 2010. The mission statement describes what the conference is all about:

  The symposium is a combination of destination marketing organizations, hotels, resorts, attractions and any other tourism related entities sharing ideas and learning more about how social media is effecting promotion within the travel industry.

  What makes this conference unique is the involvement of attendees throughout the entire process. Attendees will have a voice in everything from the location to the session topics and presenters.

  By involving the people who care about the subject matter in the planning process, Dave creates a conference that is more relevant and, therefore, more likely to be attended by the people who helped create it. Because all of this happens in social media, people who care are also promoters of the event.

  For example, the destination selection process is driven by the SoMeT Facebook community. DMOs respond to an RFP and the Facebook community votes where the conference is going to be held. The 2012 selection process is entering the final stages.

  In the process, people also get to know each other. They make friends online and want to attend the conference to meet those new friends.

  This is what conferences are all about. Going to a cool place, learning relevant things and meeting new friends. By baking social media into the conference itself (instead of looking at it as an advertising vehicle) you make conferences more relevant with attendees who feel strongly connected and want to help make the event a success.

• Internet, Marketing, Travel & Tourism

  Remarkable content instead of advertising

  02.08.12 | Permalink | Comment?

   

  

  At Think! we believe consumers will do the marketing for you if you offer remarkable things. One way to generate awareness and consideration is by creating remarkable content that’s relevant to a specific niche. In Norway they have the concept down to perfection.

  Visit Olso created an advergame in collaboration with Innovation Norway that’s played millions of times. I interviewed Katrine Mosfjeld about it a couple of years.

  Innovation Norway’s gorgeous Geiranger birds-eye panorama view has generated over half a million visitors to their website through Stumbleupon alone. StumbleUpon is a community that recommends remarkable content with each other.

  Innovation Norway has been at it again. This time with an amazing panorama video of a wingsuit flight. According to a recent blog post, the video has been viewed over 1 million times in just under one month. What’s also notable is that Red Bull shared the video on their Fanpage of 25M fans. For a Red Bull fan, a wing suit flight is relevant content and it was liked 2,350 times and re-shared 651 times. This is earned media in 2012.

  Generating awareness doesn’t have to come through advertising. Norway is showing that producing remarkable content will get shared in the right social media communities.

William Bakker's Destination Marketing blog