What is Web 2.0?

While everyone is talking about Web 2.0 - no one we talk to seems to know what it is? Simply put, its the 'next generation' of web design and development. For Hotel and Destination marketing - it means re-thinking websites that were created as copies of brochures adapted for a web browser (usually Internet Explorer).

Brochures follow a model where content and technology are fixed and users only have a few ways of accessing information (front to back, flip pages, back to front). Changes to brochures are expensive - and the information is often outdated before distribution is complete.

As many destinations have learned - this 'first generation' or Web 1.0 type of website is very expensive to produce and even more expensive to maintain with updated information. Unfortunately, many destinations have discovered that passive online versions of brochures with generic photos/text are not always effective in converting 'lookers to bookers'.

Web 2.0 seeks to move destination marketing to a more interactive model where visitors to the website get a better idea of the EXPERIENCE of a hotel or destination with constantly updated information and interactive content provided by recent visitors.

Updated information and content that share 'third party' EXPERIENCES from guests that have just returned from a vacation are much more important than the exact layout, photo resolution, font or PMS color matching.

Information Quotient or Experience Ratio are more important than Graphic Design.

Users may access information on a computer (using Internet Explorer, Mozilla Firefox or Apple Sahara) with different layouts, screen resolutions, video cards and browser functionality. Potential visitors may also want to learn about your destination on their cellphone, PDA, game box, IPhone, voice-only device, or translated to foreign languages through online language resources - none of which deal with brochures very well.

This is accomplished by releasing content from the fixed confines of a brochure and creating a flexible framework of technology that can adapt to the needs of the destination to update or add information or interactive 'Social Networking' elements easily and inexpensively without reinventing the entire project.

The best websites change content often to keep visitors coming back to revisit the site and encourage 'viral marketing' by offering compelling content that visitors want to recommend to their friends and family who will then forward the information on to their own friends and family - spreading the word of your destination or hotel.

Web 1.0 viewed destination marketing as an online brochure...
Web 2.0 enables destinations to view marketing as an online magazine, TV or even out-of-control 'bull session' if not edited and controlled.

Using videos, blogs, podcasts, forums, webcams, reviews, wiki's (user generated content), visitor photo albums, 'top 10 lists', partnerships, co-branding, self-proclaimed experts, destination guides, etc. - content is everywhere. Some of it is great - some is just incorrect or intentionally malicious.

Web 2.0 technology is flexible, extremely powerful and relatively inexpensive. However, CONTENT CONTROL is critical and completely new territory for most Tourist Boards and Hotels.

Caribbean Consulting is currently helping clients understand how to best utilize the new world of 'flexible technology' combined with 'unlimited content' to find the best balance that will command attention from target markets and convert 'lookers to bookers' while discouraging 'lurkers, scams and spam' as destination marketing moves into an exciting new phase.

Destinations that use Web 2.0 technology well can leverage their content to increase arrivals who are prepared to maximize both their EXPERIENCE and economic impact in your destination. But it requires a much more pro-active role for Tourist Boards and Hoteliers than the old 'print it and forget it' brochure model from Web 1.0.

Web 2.0 & Social Networking for Destinations

The focus of this weekend's CTO Conference in San Juan is Web 2.0 and Social Networking. This is all the buzz within the web development community - which is looking for new ways to entice Tourist Boards to incorporate 'new media' and 'interactive media' into their online marketing.
Most people we've spoken to don't have a good idea of what any of this means.
Caribbean Consulting spent last week working with the US Virgin Islands Department of Tourism to see how elements such as videos (ie: YouTube), photo posting sites, music, blogs, forums, podcasts, social networking (ie: facebook, myspace) and user-generated content (ie:TripAdvisor reviews) might enhance their new website.
There are lots of companies developing technology and software to facilitate adding these elements to Destination Websites. Marie and I have looked at a few of these and they range from basic software tools to very elegant online 'communities'.
Alarms immediately went up when developers explained how simple it all was!
We had one of those Deja Vu flashbacks to our days at IBM/Prodigy (all over again).
In the early 90's - we worked on similar concepts with Prodigy's 'Communities of Interest' and IBM created state of the art software to bring people together to share content interactively.
The software was the easy part.
The marketing was exciting - bringing people together to share experiences online.
The MAINTENANCE was a NIGHTMARE !!!
Not in programmers - but in human resources in order to review, screen and verify the information that was posted by tens of thousands of people every day!
After all, every word that appears on your destination website reflects on your destination - whether its true or not...
Before considering Web 2.0 and social networking, think about your ability to review every bit of content.
Do you have the staff to monitor every video, forum posting, photo, review or blog entry that is posted on your website?
How you implement and maintain interactive features can determine if Web2.0 and Social Networking increases tourist arrivals, room nights, economic development and GDP - or exposes your destination to spam, negative commentary, misinformation, 'ambush' marketing, copyright infringement, slander, libel or even pornography.

Caribbean Consulting can help you understand which components of Web2.0 will create the greatest benefit to your destination and use the best aspects of this very powerful evolution of the internet to increase tourism without the potential risk of 'open' interactive content.