Understanding the Power of Web 2.0

NTA 2008 : Understanding the Power of Web 2.0

Trent Blizzard — Mon, 17 Nov 2008 08:34:48 +0000

The Web 2.0 is a fast growing and influential segment of the Internet. Most online marketers find it scary and overwhelming due to its sheer breadth. The reality is that there are more losers in this realm than true opportunities. During this presentation you will learn strategies and tactics that work in the World Web 2.0 aka, the Social Internet, Travel 2.0 or user generated content (UGC). Just as importantly, you will learn what doesn’t work, despite the hype and buzz. Specific resources and tools will be shared and in this lively and interactive sessions. These strategies and tactics shared during this presentation are useful to CVBs, tour operators and suppliers. Learn how to:

*Manage your online reputation more effectively.
*Easily add interactive Web 2.0 elements to your website.
*Avoid Web 2.0 “opportunities” that don’t offer clear results.
*Pitfalls and risks when implementing Web 2.0 marketing initiatives.

Web 2 : An Introduction

Trent Blizzard — Sat, 15 Nov 2008 11:27:48 +0000

What is Web 2.0 AKA User Generated Content (UCG), The Social Internet or Travel 2.0?Web 2.0 site have the following characteristics:

The users of the site write the words within the website: See Wikipedia or Wikitravel
They are built around sharing rich media. See Flickr or Youtube
Web 2.0 uses Mashups which combine data from two different websites. See a Flickr Map Mashup
Web 2.0 sites have a sense of community and recognize its members who are active contributers. Myspace is an example
Web 2.0 sites let users share their opinions, feelings and express themselves to their community. See a blog as an example

Vocabulary words: wiki, tag, mashup

Trap #1: Letting The Dog Die

Trent Blizzard — Fri, 14 Nov 2008 12:05:10 +0000

Many Web2.0 activities require constant feeding, walking, care… and vet bill.As you entertain different web 2.0 initiatives, determine how much long-term effort is required to make the initiative succesful and keep the inititiative succesful.

Do you have the in-house resources?
Do you have the buy-in necessary for a long-term effort?
Is there really an ROI?

Trap #2: Inauthenticity

Trent Blizzard — Thu, 13 Nov 2008 12:07:38 +0000

Web 2.0 revolves around real people sharing real things. Corporate spin control is not well received.

Is your organization prepared to speak the truth, even if it is painful?
If you web 2.0 presence is not authentic, expect the larger community to ignore it, or, even flame it.

Trap #3: Playing in the Wrong Sandbox

Trent Blizzard — Wed, 12 Nov 2008 12:13:42 +0000

Web 2.0 is a large world. Make sure you are playing in a sandbox that matters.

If you have a blog, 50% of your time needs to be spent in other people’s blogs and developing community.
Certain web 2.0 websites are much more effective for the travel industry, spend your time there.

Tip #1: Manage Your Reputation

Trent Blizzard — Mon, 10 Nov 2008 12:23:07 +0000

The first and most important use of Web 2.0 is to manage your brand’s reputation.Monitoring the larger internet for what other users of Web 2.0 sites are saying about you is critical. They offer you the opportunity to enter a conversation and speak to your brand.

Tip: use technorati and Google alerts to watch what people are saying every day.

Pay special attention to Tripadvisor and Yahoo Travel are saying about your destination. Enter the conversation!

Tip #2: The Power of Mapping

Trent Blizzard — Sun, 09 Nov 2008 12:32:02 +0000

Online Mapping is especially powerful for the travel industry.A good online map will not only help your visitors find what they are looking for, it will help you in search engines and improve your overall online presence. They are easy to embed into your website, or other websites after you create them. Sample Search

Two important mapping resources are Community Walk and Google My Maps.
CommunityWalk Map – Glenwood Springs Dining and Restaurants

Also, take ownership of your Google local account. Go to local.google.com and find your business. Then, hit the “edit” button and “claim” your business.

Tip #3: Video is Hot

Trent Blizzard — Sat, 08 Nov 2008 12:58:20 +0000

Online Video is huge and growing. Over 10 Billion videos streamed a month!

Using video to promote your brand is powerful. Consider

Creating videos and posting them to sites like Youtube.
Using videos created by others and featuring them on your website.

Check out the flip camera (shown during presentation

Tip #4: Find a Niche

Trent Blizzard — Fri, 07 Nov 2008 13:06:38 +0000

Focus on one specific niche within your web 2.0 work if you are just starting

Focus on a niche which:

You have passion and expertise in.
You can speak authentically and expertly about.
Has a community of people you can tap into for help.

Instead of being all things to all people, pick a smaller topic matter and be the “expert” at that topic.