DestiCorp 2.0

Possible Augmented Reality Innovation for Phocuswright Next Year?

• *    Have you ever attended a conference or business event and imagined how it would be great to have your name positioned on your forehead to avoid watching eyeballs failing to find contact as they search for the label known innocuously as a name tag but used as a social filter? 
•  *   Did you think that the ideas Pranav Mistry described in the previous post were too futuristic to be believable? 
• *    Have you wondered how Augmented Reality could be used in addition to finding nearby cafes, hotspots or bars that sell Stella Artois? 

If so, be careful what you ask for. The bright young folks at The Astonishing Tribe (TAT) have just produced a powerful demo eliminating the problem - whom do I talk to in a crowded room? What might we have in common? Simply whip out your iphone (of course) and point it at a person of interest (their face not their label) and layered upon your screen will be details of the individual which he or she has deemed relevant for the event. 

Would this app add value to an already amazingly good-value conference - Phocuswright, next year? or would it mean that, instead of looking at name tags, participants would be tripping over each other as they view their real world through the augmented lens of an iphone.  A new meaning for "stumble upon" perhaps? But then,  it won't be long before we'll have a nano camera attached to our bluetooth headsets (or equivalent)  that will deliver the relevant information orally and chance encounters - the source of innovation - will be few and far between. What a pity!

PS: Don't underestimate these guys - they hail from Malmo, Sweden the city that brought us Spotify....

Two more screen shots from the demo follow....

  

This DMO Gets It!

If survival is all about getting the new paradigm - attracting not promoting; peer2peer invitations; and a focus on the personal, then Stratford, Ontario is doing fine. Thanks to Todd Lucier's post on What makes a Successful DMO?, I discovered how this town is getting it right. Three key points emerged for me: 

• Focus - Cathys Rehburg from the Stratford Tourism Alliance talks about the essence of the experience focusing on character, culture and cuisine.
• People - just look at the Stratford site - it oozes welcome because it's clearly about people inviting people. 

3. Todd's observation -  "At the core, a shared community vision about the values in a community are at the heart of any shared marketing project.....By bringing together traditional and non-traditional partners in tourism, and getting the word out with a variety of online media, the entire community benefits."

This DMO "get's it", don't you think? Thanks Todd for drawing our attention to this. 

Twitter's new home page should send DMOs all a twittering

Destination Marketing Organizations (DMOs) and Convention Visitor Bureaus (CVBs) are embracing “social media” (notably Facebook fan pages and Twitter accounts ) at a noticeably faster pace than their adoption of the internet in the 1990s. That’s the good news. 

The bad news – for those that haven’t entered the brave new world of microblogging – is that “time waits for no one”. The twitter, social media tide continues to flow fast. Twitter’s new home page, announced yesterday and illustrated below, is designed to make Twitter less confusing to newbies. More importantly, it contains a search engine that can be accessed by any browser (having a twitter account is no longer a pre-requisite of search). 

As ably addressed by Colin Schaal in his blog post today, this “changes everything” yet again. If search is the primary source of traffic to travel sites and browsers can now get real time information and offers directly from the source, we can expect Google’s domination of search to feel some pressure and the stakes to be raised for DMOs

As I write this, the Destination Marketing Association International (#DMAI) is having its annual conference in Atlanta and a handful of delegates are tweeting – there’d be more than a handful but the poor wifi reception is apparently hindering some efforts?!? Twittering is bound to be a subject of conversation...

• Nathan Kam (@nathankam) has kindly assembled and updated a list of over 350 DMOs and CVBs that operate Twitter accounts – his  current list here appears to cover mostly North American destinations..
• GoSeeTell  here has compiled a list and applied a ranking that's published in their June blog
• DCI, a place consulting firm, has recently published a report, The Twitter Elite. Congratulations Baltimore, Greater Fort Lauderdale. New Orleans, San Francisco, and Tampa Bay. 

Unfortunately, there’s no easy way of tracking, comparing and evaluating the success of these efforts or, indeed, of ensuring that the lists are complete. So we must express our gratitude to these tracking pioneers and their willingness to share. 

Destinations like Denver (@iknowdenver) that have invested significantly in a twitter strategy are not included in Nathan’s list; Greater Philidelphia (@uwishnu) was excluded even though this DMO has pioneered social media in the USA; and Travel Portland (@indpx), while listed in Nathan Kam’s inventory, does not rank in the top 5 of DCI’s  elite despite pioneering the innovative Twisitor Centre that both GoSeeTell and Travel Portland developed. 

But it’s early days, the pace of change is breathtakingly fast, and twitter account names are sometimes ambiguous. Have you secured yours?

It’s an English summer, pouring with rain and cold (!), so I thought I’d add a little research of my own. I took a quick look at four national destinations – all of whom have positive marketing reputations to maintain. They just happen to be Britain and three of “her” former colonies!

VisitBritain is active on Twitter having safeguarded the brand name (@visitbritain) and has attracted 3,866 followers. The national DMO has emulated an earlier New Zealand initiative and encouraged browsers to follow an individual travelling around the "Edge of Britain". But their twitter page laments - twice in one day, no less, that no one is following "Scott". 

It took a while to find out who Scott was (@scottyramsay) - his twitter address is buried deep within the Visit Britain site as part of a campaign called the Edge of Britain. Please follow him asap - the weather's lousy and he must wish he were in New Zealand, Australia or even Western Canada where the temperatures are soaring. 

Australia has lead the way with Facebook – its fan page attracts some 246,000 fans and its Twitter account (@seeaustralia) has posted over 398 tweets that have attracted 3,436 followers. Impressive considering that the main Australia site does not announce either its Twitter or Facebook presence on its customer facing site.

New Zealand appears to be playing catch up as far as Facebook is concerned with the 100%PureNew Zealand Facebook presence attracting only 4000 fans but their Twitter account is older, richer in content (632 tweets) and its name has greater brand integrity (@purenewzealand), attracting over 5000 followers. The Kiwis also seem reluctant to promote the twitter account on their home page. 

Canada is lagging slightly compared to its southern competitors with no Facebook presence. The national marketing organization does have a Tweet account but its name, @ctccct, is unlikely to grab popular attention.  Despite the official and mysterious name, some 1623 followers have signed on. What is also surprising given the hold that policy has on decision-making is the fact that a French only version wasn't deemed mandatory (significant if you work for the federal government, that is). There’s no reference to any interactive social media on the CTC home page but there is a direct link from the separate media centre site  to the twitter account which appears to be both a responsibility and initiative of the media centre.

So given the rapid rise in the number of Twitter accounts - as well as the number of dormant accounts (some 20% have no tweets at all), we can also expect growing confusion in the marketplace as to which Twitter accounts and Facebook fan pages are being run by “official” DMOs – or does this matter?  If, on the other hand, if place brand integrity and quality assurance are important, then DMO’s will need not just to be tracking mentions and tweets but keeping an eye on responses too. All point to more labour intensive work at a time when most DMO and CVB budgets are under real financial pressure.

It's an exciting time in tourism marketing history to be involved and I defy anyone to predict with certainty how this explosion in twitter chatter will evolve. But like any good party, best not to be a wallflower...isn't it time to dance with the customer or, in my case, go "singing in the rain"?!

In subsequent posts I hope we can start a rigorous discussion about the more complex and strategic issues associated with the implications of social media. In the meantime, I'd welcome your comments. 

If you have, as I hope you you do, detailed, practical questions of practitioners, as to what works, what doesn't or why when it comes to implementation, then I suggest you contact the bloggers in my blogroll or the authors of the sites listed in this post. If you want help convincing your boss or Board that this is an area you can't ignore or starve of resources, then I'd be pleased to help!

Brands as Change Agents - so says Unliver's CMO

The big firms are slowly waking up. At Media Week's Media 360 Conference, Simon Clift, the global CMO of Unilever responsible for selling €40bn worth of "soap, soup and tea", said the world had changed more than marketers have accepted or absorbed, and heralded "a new era of remarkable opportunity" - see here

While that may not be earth shattering, what I did find exciting to learn is the fact that Mr. Clift went on to say that "brands should be an agent of change" - a sentiment my colleague Leon Benjamin and I have,  in our own more modest way,  been pushing for nearly a decade as you can see here on an old, homemade site called Business For Good. 

See: Brands should be "agents for change," says Unilever cmo - WARC News - WARC.com.

If Simon Clift or someone at Unilever is reading this (he, he), I would strongly recommend Terry Barber's excellent post on what business leaders can learn from non profit organizations. He gives four suggestions:

1. Inspire customers by helping them believe in something they once thought was impossible. (It worked for Barack Obama)

2. Show genuine appreciation for their business (how many companies have you ever received a thankyou card or email from?)

3. Help him see that he is a part of a bigger community of world changers. One of the most powerful fund-raising terms is the word join. “Join the fight.” “Jointhe cause. “ “Join me”—all indicating that you can be a part of something much bigger than yourself.

4. Communicate how you are making the world a better place - see excerpt below...

I recently met with a CEO of a Fortune 500 Company and saw this principle illustrated in the most dramatic fashion. Throughout the building there were maps with pushpins marking various towns, cities, and villages around the world where this company and its employees were providing clean drinking water for indigent people groups. There was an underlying message there that said, What we are doing as a company is helping to make the world a better place. No matter what kind of business you are in, learn from the nonprofit sector that you can inspire your customers by illustrating how you are making the world a better place.

Do you aspire to inspire your customers? Give them something to believe in that they once thought was impossible. Demonstrate genuine appreciation for their business. Help your customers connect with other customers to illustrate that they are part of a bigger community, and communicate how you as a business are making the world a better place.

Lead and they may follow. Teach and they may learn. Inspire . . . and they will never be the same.

Alot of my work is for destinations - very rarely do Destination Marketing Organizations lead their communities and invest in making the destination a better place. As marketers they feel they can and should leave this to others. New Zealand is different - if you read their tourism development strategy. they believe that tourism should take the lead in ensuring the country lives up tothe highest standards of sustainabiility. They have to, after all, they're 100% Pure.

Birdsong in England, Hot Air from Washington and Bubbles in the Arctic - what's the connection?

I write this sitting quietly in a log cabin located in the midst of a lush and quintessentially English cottage garden. It's misty outside but the song birds are celebrating the close of another magnificent and a seemingly normal Spring day. So far this year, we've experienced a normal set of seasons - a cold winter, windy and showery spring and prospects of a hot summer ahead. Even Wimbledon is prepared with its new roof and there'll be strawberries and cream as usual with the chance to forget the financial meltdown - even while another meltdown continues to take place with disproportionately less fanfare and sense of gloom. It's in this context that a growing sense of complacency within the business community, and especially the tourism community, regarding the climate change threat, should come as no surprise. The financial crisis, the ensuing recession and the dramatic declines in visitors, revenues and yields have diverted our attention to less scary, more familiar issues.

Next week, the American travel industry will launch yet another campaign extolling the virtues of travel with the headline "Travel Matters!" suggesting that travel can be the primary engine of economic recovery and is good for our health.  The Q & A sheet in support of the campaign complains that business travel has been "mischaracterized" and makes the following arguments in defence of leisure travel:

Leisure travel is important because it’s essential to good health. Travelers rate their overall health one full point higher (on a scale of 1 to 5) while on vacation. And they receive three times more sleep after vacations and sleep almost 20 minutes longer. An annual vacation can cut a person’s risk of heart attack by 50 percent.

Of course "travel matters" but so does health care, the production of quality yet affordable food, the care of our elderly, the education and safety of our young etc. If the slogan was "Travel Cares" and was backed with the actions that tourism is taking to address the real issues facing humanity right now, I could back it.

In the meantime, "nature" knows nothing of our human issues.Nature simply obeys implacable laws with no regard to their impacts on our human psyches and what we consider to be our well being. Nature simply and relentlessly adapts. And adaptation is what is happening in the Arctic. As temperatures rise and more ice melts so the gazillions of microbes embedded in the permafrost start to feed on the decaying vegetable matter trapped beneath the surface. Their process of consumption - like ours - emits waste but their waste (methane gas)  is 25 times more potent as a greenhouse gas than Co2.

If you harboured any lngering doubts that climate change would seriously and intensively affect your life or that of your children, then think again and read this article or watch the video from the LA Times last week . Bubbles of warming, beneath the ice - Los Angeles Times.

Methane is one of the wild cards that the IPCC scientists recognized as potentially aggravating the problem but did not,  dare not, include in their forecasts.

Moral of this tale? If we want to enjoy the birdsong and avoid the bubbles. we'll need more than rhetoric and hot air......