Destination Marketing is storytelling. And by now every DMO is generating content and distributing it through their own channels. Content is shared, people engaged, fans, followers and engagement is measured and reported. Social Media is firmly established as an important channel.
But if you want to start thinking like a level 4 DMO, one of the first things to do is look beyond storytelling through your own channels. The stories people share with each other in their own networks (often private and invisible to marketers) is more credible and trusted than any story a DMO creates.
At #SoMeT13AU, Carl McCarthy from Facebook shared that over 70% of travellers update their status and/or share photos while on holiday. Let’s look at the Capilano Suspension Bridge, a populair tourism attraction in Vancouver. The public stats for their Facebook page show a respectable 12,401 fans with 1,275 people talking. But look at an often overlooked little statistic; 449,930 photos have been tagged with this tourism experience.
Let’s look at ten of the more populair attractions in Vancouver (selected by myself from memory).
|Capilano Suspension Bridge Park||12,404||449,930|
|Grouse Mountain Resort||22,597||148,824|
|Vancouver Art Gallery||20,631||64,857|
|Museum of Anthropology||6,766||26,146|
|The Vancouver Lookout||3,003||17,747|
|Dr. Sun Yat-Sen Chinese Garden||2,446||29,980|
Collectively, these pages have 146,819 fans. More than 3x the fans of Tourism Vancouver’s page. The total number of photos shared is almost 2 Million! If we consider that the average Facebook user has 150+ friends it means that those 2 million photos probably reached tens of millions of people. And those are just photos of attractions where people geotagged the photo. The true number of tourism related photos shared online for Vancouver is exponentially larger. That’s the real Facebook marketing.
There’s also plenty of research that demonstrates the effect of somebody posting a Facebook picture has on their network for example. Anywhere from 20% to 52% of consumers have taken a trip to a destination as a direct result of seeing a photo posted by a friend.
And that’s just Facebook.
The implication is that a DMO marketer needs to look beyond their own channels. Most of the conversation is happening elsewhere and often invisible. But as you can see in my examples above, that doesn’t mean you can’t measure it. The success of growing tourism in your destination goes beyond the activity the DMO manages. It’s a collective effort.
[By the way, I only used Vancouver as an example because I live there, no other reason]
A few weeks ago I presented two sessions at TBEX in Toronto. It was a very flattering experience. The room was packed both days, and I received a lot of great feedback from attendees, bloggers, DMOs and tourism businesses. My day 2 presentation became a featured presentation on Slideshare. It was a good week!
On day 1, I shared the lessons we’ve learned at Think! working with bloggers and destinations. At the end, I gave tips for destinations and bloggers that I will now share in two posts.
I’ll start with tips for bloggers.
(These tips are based on your ability to connect with DMOs and the tourism industry. I would never pretend to know how to be a successful travel blogger – that’s your territory. But I do learn a lot by watching how my 2-year-old daughter runs her travel blog travellingwithparents.com.)
1) FIND YOUR NICHE!
If you are a general travel blogger, it’s hard to stand out and create a group of loyal readers. By serving a niche, you have a better chance of reaching people who find your content relevant and passionately care about it. Somebody who loves to ski is more likely to read a ski travel blog. It’s also going to be valuable to people in the ski industry, since you talk to the people they want to talk to. But in order to be taken seriously, you need to able to speak credibly to the community.
Bonus tip: Your story matters too
During the speed dating sessions at TBEX, we talked with more than a hundred bloggers and very few could describe what the story is that they are telling or what niche they serve. Some bloggers “write for themselves” and that’s ok of course. But think about your angle. Is there a thread that runs through your site? How do your posts connect as a whole? “Looking for off-the-beaten-path experiences” or wanting to “emerge myself in the culture” is simply too standard an explanation. Jürgen and Mike’s for91days blog, however is not. It’s a story that’s easy to understand. So is the 365 days of dining in Richmond campaign blog that we helped out with.
2) BUILD A COMMUNITY
A lot of destinations still focus on web traffic as a their primary metric when it comes to selecting bloggers. It’s definitely important, but for us it’s only one out of nine criteria. Bloggers are influencers, and the degree of influence you have over your audience is what matters more. Why? Because we would like you to inspire people to come visit the place you’re writing about. Bloggers who have built a base of loyal readers and who cultivate an engaged social media community are more likely to have a higher degree of influence.
It’s easier to build a community around a niche, because people who share an interest are more likely to engage with each other (see #1). But you can also build a community based on your personality, skill or other quality you have. Whatever the case, you have to connect. It’s called social media for a reason.
3) BE CLEAR ABOUT YOUR APPROACH AND OBJECTIVES
There’s no right or wrong approach about how you travel or how you publish your content, but most destinations approach a blog trip like a traditional press trip. This often leads to a frustrated experience if you don’t like that format. When you’re approached by (or reach out to) a destination, make sure you’re very clear about your standard approach.
Do you prefer not to be hosted? Make sure the organization contacting you knows this. Is the only reason you want to visit, is because of a specific national park? Make sure they know as well. Otherwise you might be frustrated when your host has an action-packed itinerary filled with zoos, museums, restaurant after restaurant and other things you’re not interested in, while allowing you 30 minutes in park you came for in the first place.
Being clear about what you want and like might affect the outcome of whether you will be invited or not. But in the end, it’s better for both you and the destination to discover early if your expectations don’t align.
4) UNDERSTAND THE DESTINATION’S OBJECTIVES AND EXPECTATIONS
Before you commit to a blog trip, make sure you understand what the destination would like as a result. How do they define success? Do they have specific expectations about publishing? Do they expect you to write about specific things? Don’t forget that it’s an investment for them and it’s important to ask these questions up front so you can decide if you can or want to meet them.
We’re not big fans of defining specific publishing requirements. We’d rather let the destination speak for itself and have the blogger decide what and how much is appropriate for their audience. That’s why it’s important that the destination does its homework and invites the right bloggers. When discussing trips with writers, we’ll give bloggers an idea of what we and the client have in mind, including explaining why we’d like to invite them. For example: “we want a ski blogger to experience this new ski resort because we believe your audience would really like to know about it. We’ll leave it up to the you to decide how to best tell that story.”
But more often than not, we’ll think outside the box. We’ll include bloggers as part of a bigger campaign. Because they’re great content producers, storytellers and often live without too many constraints.
5) STAY HUMBLE
I’ve seen some travel writers working for big publications show up for a media trip with a suitcase and massive egos. They can be demanding, unreasonable and obnoxious. What I like about working with bloggers is that their passion is truly for travel and creating great content. That’s what’s got you started and that’s what motivates most of you. You’re all unique and some/most of you are real characters… but the far majority of you are insanely nice people. Please don’t lose that when you become more successful.
Tomorrow: 8 lessons learned for DMOs when working with bloggers
PRODUCT VS. EXPERIENCES
We’re in the business of making memories and a tourism brand is largely build via the stories people share through word of mouth and in social media. The implication is that the tourism industry needs to stop believing they’re selling products and start understanding they need to sell experiences.
A stay in a hotel is more than a room to sleep in. A visit to a restaurant is more than a meal. A visit to a museum is more than looking at art. It’s the same reason why Apple has turned unpacking their products into an experience. It’s why Starbucks can charge way more for coffee than McDonalds.
Selling products is a race to the bottom, selling experiences a race to the top. Just read the Experience Economy again. Experiences aren’t just the way customers interact with your staff. It includes every touchpoint from the moment somebody books to moment they’ve left.
I’ve been designing online experiences for more than a decade. Interaction design and Information Architecture are well established methodologies and processes. They’re user centred and based on bringing relevant content and services to target audiences in an easy and useful way. The processes are based on keeping a relentless focus on the end user, prototyping, testing, measuring and iterating. Personas, paper prototyping, usability tests and web analytics are all tools in the toolbox to make a good interactive experience.
Why wouldn’t you use the same methodologies and processes in the offline world?
DESIGNING TOURISM EXPERIENCES
Designing offline experiences isn’t something new. Just look at any of the Disney theme-parks The experience is managed completely from the moment you walk in until you leave. There’s a whole Imagineering department responsible for this and the results show. Disney is recognized as the gold standard in theme parks and are the most visited tourism attractions around the world.
DMOs should take Disney’s example and view their DMO through the same lens. Transportation, safety, cleanliness, friendliness of locals and signage all play part in the destination experience. Even though a DMO has nowhere near the control of a Disney theme park, it makes sense to strive to make the destination experience best it can be. By Nett Promotor Score (NPS) as a measure you can predict growth.
Designing experiences and managing the destination experience is starting to gain traction and the discipline is called Service Design. I’m not crazy about the term because it can easily be confused with customer service but it is what it is. There’s a good book called This is Service Design Thinking that explains service design in detail and provides the tools and processes a service designer needs.Technology tools are becoming available and conferences are being organized.
We’ve started doing service design work with clients. It’s a great fit with our company because it uses a similar approach to designing digital experiences. And because the customer experience is the start of social conversations, there’s a natural alignment with social media.
This post was first published as a guest post on the TBEX blog.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
I wrote this post as a guest post on the TBEX blog.
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.
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.
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.
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.
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.
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.
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).
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.
About a month ago I attended the 2012 Digital Tourism Innovation Campus in Barcelona. Gary Arndt from Everything-Everywhere presented. Gary is one of the biggest travel bloggers out there and he’s permanently on the road. Gary laid out the business case for working with bloggers in these two simple slides.
Pretty straight forward isn’t it?
There’s more good info in his full presentation below.
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.
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:
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:
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:
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:
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:
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