Electronic Social Media Marketing

SoM Adaption by CTOs

For the last three days I’ve listened “peu-à-peu” to the presentation of Mr. Clemens Költringer, what I found very interesting about it was that this kind of presentation was an very interactive way of presenting one’s subject, further both: Clemens and his Partner seemed very encouraged.

Apart from this I think that the studies conducted seemed not really representing all CTOs since, there where only 14 destinations being asked.

Although in the end it was interesting to listen to them since they discovered interesting facts about CTOs who use SoM.

13 out of 14 destinations said about themselves that they are active in social media but 14 destinations are using face book!

12/14 Twitter and 11/14 Youtube… but on average each destination uses 5 tools of social media.

There are even destinations which use SoMs up to fourty hours a week.

It is important to mention that there are three levels of SoM users:

1^st: Experimental SoM users (up to 2hours)

2^nd: Predefined strategy (up to 10hours) with niche marketing

3^rd: Overall strategy of destination + SoM activities (more than 10 hours a week)

The Indication of Success with SoM Adoptions

To indicate success it is vital bringing in mind the following steps:

First: Define Success

Second: Define Indicators of Success

Last one: Measure and Compare Success

Critical Success Factors

What are critical Success factors? The presenter defined it through the following spheres: An objective method to do this is by the number of Likes on facebook or the umber of followers on twitter

Implementation Scenarios of CTOs

There are different Levels of Implementation Scenarios:

Level 1: (2 hours a week) Widgets on Websites, basic interactions are measured, voice of the customers, just read what user frequently write or do on facebook

Level 2: (up to 10 hours a week)Cooperations with Mobile Application Providers, Social Travel Guide interaction, contacting online marketing agencies and SoM professionals

Level 3: (more than 10 hours a week): highest level of SoM interaction of a CTO through Developing of own SoM(Applications, Communities) or Mobile Applications

Fixed part of overall strategy development and segmentation/target Grouos

BUTàAll three levels help to promote a destination; therefore it doesn’t really mather what use on which level just use it!

Social Media, what’s next?

More influence for buying decisions

Increase SoM use

More integration

Smart phones travel applications

Augmented reality (additional user experience, enhancing the current perception of reality, GPS Localization, Directly Measureable)