1st

UNWTO International Conference on Tourism and the Media

Conversing with the media

EDELMAN, ZAGREB 2011

Why people travel today?

People want to be... CONNECTED!

The reason?

CHANGING CHANGING CONTEXTS & CONTEXTS & HIERARCHIESHIERARCHIES

A MEDIA A MEDIA LANDSCAPE IN LANDSCAPE IN

CONSTANT FLUXCONSTANT FLUX

SOCIAL MEDIA IS SOCIAL MEDIA IS MAINSTREAM MAINSTREAM

MEDIAMEDIA

AUTHORITY HAS AUTHORITY HAS BEEN DISPERSEDBEEN DISPERSED

SOCIETAL AND SOCIETAL AND ATTITUDINAL ATTITUDINAL

SHIFTSSHIFTS

CONVERSATIONS CONVERSATIONS START ANYWHERESTART ANYWHERE––

& INVOLVE & INVOLVE INFLUENCERS OF INFLUENCERS OF

ALL TYPESALL TYPES

There is a new reality

• Consumers are more closely connected to businesses, brands and governments

• NGOs impact how a government, business, brand or consumer behaves

• Inter-connected factors can threaten a company’s or a country License to Operate

• New coalitions can emerge based on shared and mutual interests -

Capable of delivering

political, social or commercial change … without structure or formal leadership

A New era of inter-communications

Changing the consumers ´role

MOVING FROM…Buying what’s sold…

Relying on critics…

Trust in others’

actions…

Believing stories…

Viewers of content…

…TO…Co-stewarding what’s purchased

…Being the critics

…Trust in my actions

…Telling stories

…Creators of content

Less control of message

Different news approach

Mass is dead

Fewer reporters

More sources, unpredictable flow of information

Continual filing, more opinionated, more video and short form content

More difficult to aggregate audiences

The pitch and catch model eroding

As well as the Media Landscape

Creating a new Media scenario

In this context of changes

• Interconnections -

Culture of sharing

• A new consumer –

More Active & Engaged

• New Media Landscape in constant flux

• Social Media platforms

Navigating the complexity

Analyze and Listen with Intelligence

What do you expect

?

What is your company/brand situation?

How is your business landscape?

Define the strategy

Use relevant insights to fundament the strategy...

An strategy able to

meet the outcomes expected

Ideate & Planning

Define the IDEA that brings the strategy to life

• Creative CONTENTS

• Multiple CHANNELS

Create a 360º

Programme

• Different APPROACHES

Activate & Evaluate

Participate in the conversation

Socialize

media relations

Champion Open Advocacy

Build Active Partnerships

EVALUATE, MEASURE AND RESHAPE IF NECCESARY

With special emphasis…

Stories built on delivering strategic messages with compelling visuals

Multiple layers of media & different languages

Use one medium to drive another (print to TV, blogs to radio, TV

to blogs, etc.)

Maximize existing relationships and constantly seek new ones

Continuous monitoring and response to timely news stories; look for opportunities and be part of them

Target stories to reach the action consumer

Content:Builds

Engagement

Social MediaAmplifies Content &

Conversation

Search:Makes your brand

visible and findable

“Symbiotic Relationship”

Content

–

Drives

participation and gives users the ability

to share, co-create and talk about your

brand.

Social Media

–

Amplifies your brand and makes your brand

shareable while building trust through people & places that

users care about

Search

– Makes your

brand findable, making it more likely to be part

of the consideration process

Some good examples

Tourism Queensland

GE ecomagination Challenge: Powering the Grid

In summary…

CONTENTS AT THE VERY

CORE

UNDERSTANDING OF EMERGING

MEDIA CHANNELS

SOCIAL CONSCIENCE

DIALOGUE, NOT MONOLOGUE

SHARED OR COMMON

TERRITORY

APPETITE

FOR RISK...

BREAKING THE MOLD

BUILDING TRUST

19

THANK YOU / HVALA / GRACIAS