The power of_social_media_-_jesse_desjardins
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3 Million Facebook Fans Can’t Be Wrong
Jesse DesjardinsSocial Media & Advocacy ManagerTourism Australia
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There’s nothing like australia
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There’s nothing like australia
The world travels to experience
difference
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There’s nothing like australia
The world travels to experience
difference
Word of mouth is
all powerful
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"....a person serving many masters with conflicting interests, while attempting to market an intangible product without having any control over any part of that product"
- Robert Ford and Bill Peeper in Managing Destination Marketing Organisations
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social + advocacy
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Trip echo
pre social
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Trip echo
pre social
after social
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Social storytelling
Facebook, Twitter, Google+... what’s it good for?
Reviews / Comments
... and what else?
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'You Can Do Anything, But Not Everything'
- David Allen
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history
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internet
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internet web 2.0
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internet web 2.0 social web
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72 hours of video are uploaded to YouTube every minute
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500 years of YouTube videos are watched every day on Facebook
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250 million photos are uploaded to Facebook every day
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every 48 hours more information is created online than all the information that existed before mankind up until 2003
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worst thing is losing relevance.
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why social media?
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Technology changes fast...
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Technology changes fast...
people change slowly
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Oldest cave paintings
Chinese script
28,000bc
22,000bc
10,000 BC
today
16,000bc
4,000bc alphabet
printing press
Telegramtelephonetelevisionweb
hISTORY OF HUMANITY
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#1 Issue: People are applying the ways they work with existing media, to the new medium.
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• TOO MANY PEOPLE ARE FOCUSED ON THE NOW
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Printing press = latin manuscript
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Printing press = latin manuscript
Films = visual newspapers
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Printing press = latin manuscript
Films = visual newspapers
Web = digital print
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Printing press = latin manuscript
Films = visual newspapers
Web = digital print
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Social is a new media
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Social is a new media
Social is about people and their relationships.
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Party example.
• “I don’t understand social”
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The web is being rebuilt around people.
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interestsfriends
friend’s interest
interestsfriends
friend’s interestmobile
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FASTER HORSE
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Radical transparency
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socialstorytelling
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It’s not easy and it’s not free
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lETTING THE CONSUMERBUILD THE BRAND
...we could be selling insurance.
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Build a platform that others can build on
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• 2011• 2010• 2009• 2008
• 2012
1.2m
3.4m
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1,400/week
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1,400/week 500-1000/day
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Don’t tell people a story, give them a story to tell.
3.4m
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Don’t tell people a story, give them a story to tell.
3.4m
398m
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systems instead of campaigns(hotels run on systems)
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one way storytelling
co-developing
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make other people the hero
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@TourismAus
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@TourismAus
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@TourismAus
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@TourismAus
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@TourismAus
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@TourismAus
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@TourismAus
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@TourismAus
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Many lightweight interactions over time. It’s how people build relationships with people & brands.
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Photos are becoming the new review
- tripadvisor
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Master the art ofVisual Storytelling
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Only 4% of English language conversations are between
native speakers
Fredrik HärénAuthor; FounderInteresting.org
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Content
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Contentvs Context
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distribution isalmost free
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Karate
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Karate Aikido
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950m 11m Aussies
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tHE BIG CHALLENGE:
tHERE’S NO MARKETING THAT’S MORE IMPORTANT THAN YOUR FRIENDS
... so we can’t apply the old rules
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interestsfriends
friend’s interest
interestsfriends
friend’s interestmobile
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google+
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Social will become the new search
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You can’t control what people say, but you can control the tone.
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social insights to help drive marketing decisions
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reviews
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THE BEST ADVERTISING ISN’T ADVERTISING
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“i LOVE THIS park, i HIGHLY RECOMMEND IT!
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“i LOVE THIS park, i HIGHLY RECOMMEND IT!- FRIEND
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“The average travel purchase online involves over 50 unique search queries and 2.5 hours of research time”
- Google @ EyeforTravel
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The end part of this presentation
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good ideas are everywhereyou can reverse engineer anything
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Outsource or give leave it to the youngest person.
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don’t put social in a silo...Outsource or give leave it to the youngest person.
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entitlement killsGeneration knowing nothing but “social”
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TECHNOLOGY WON’T BE THE SAME IN 2 YEARS
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'You Can Do Anything, But Not Everything'
- David Allen
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THE BEST THING IS PEOPLE
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thank you.
Jesse DesjardinsSocial Media & Advocacy ManagerTourism Australia
Facebook.com/SeeAustraliaTwitter.com/SeeAustraliaInstagram: @SeeAustraliaGoogle+: +Australia