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Park Operations
www.parkworld-online.com
Web 2.0
Why parks should not miss
the next generation of
digital marketing
While some of you might still wonder what the hell Web 2.0 is, others may
think it is a passing fad, or that it belongs to a distant digital world,
something for the kids to worry about. But of course, the kids are often your
customers, so it shouldn’t be ignored. In fact, warns Limor Schafman, Web
2.0 is having an impact on real world locations like theme parks, FECs and
museums and it’s developing all the time. Here she explains how to use the
technology to your advantage
W
hether you choose to view Web 2.0 as These next generation internet users want to show who
something to combat or embrace is up to they are, and to be noticed. They want to be the It
you. I recommend the latter. Incorporating Kid, if only for a nanosecond. They are independent,
Web 2.0 technologies into the development of your yet seek community. But it is community that is
location’s content, marketing and sales strategies may personal to them. They show their individuality, but
well create a profit-generating, closer connection to they are not alone, and they reach out in creative
your customer. If your customers perceive value in ways to find others like them. They don’t only care for
what you offer, if that value has meaning to them and themselves, they care about the world and about
if they can interact with your offering – the brand, the changing it. They trust only each other, but they are
content, the marketing message, the story – they will willing to create from scratch or expand an existing
keep coming back for more and revenue will flow. network of trust. They will listen if engaged, not
That is the basis of Web 2.0. Here’s why. preached to. They will not hesitate to say what they
think about your company, your park, or your brand.
What is Web 2.0? If you think they haven’t already put up commentary,
Web 2.0 is all about community, sharing and you are lying to yourself. Employees are writing about
creation. Coined by Tim O’Reilly of O’Reilly Media their work environment. Customers are writing about
Inc, the term is often used to describe online software the new ride you just put in, and they are showing
applications like blogs, podcasts, video blogs and video and pictures. The older generation may
sites such as YouTube, MySpace, Second Life and consider these Web 2.0-ers disrespectful, uncaring,
del.i.cious. What they have in common is that they disengaged. They could not be more wrong. This new
involve the consumer in the creation of the site’s generation of internet users cares deeply, is
content. demanding, expects value and knows its power to
People who define Web 2.0 only in the context of influence. You can no longer control your marketing
Keep guests up to date with
web applications, however, are missing the depth and message wholly. But it would be a mistake to throw
your park via a blog ...and
breadth of the phenomenon taking place. Users – your hands up in helplessness. Instead learn the
make sure they are bloggin
your customers/visitors – are creating the next mindset and employ the tools for your market growth.
back and spreading the word! generation of internet capability. They want more from
The Web 2.0 group is demanding a change in
their internet connection. The web is no longer about marketing communications. Customers no longer trust
computer to computer connectivity. It is about human and quickly lose interest in one-sided
to human connection. With the advent of more communications. Today consumers need to be
powerful machines and broadband speeds, people involved in a brand. WOM, word of mouth, is the
can now take their online experience to the next level. only trusted sales mechanism. People don’t buy
Web 2.0 people are a new breed. Who they are because a retailer tells or asks them to. They buy
and what they expect has impact on what you in your because a friend tells them a story about the cool stuff
attractions design, develop and produce. They impact they just got, and does so through an instant
how you tell your story in your world, and how we message, a video blog, a mobile phone text message
extend our story into their internet worlds. or a MySpace posting. Friends don’t just go to a
So who are they, and what are their characteristics? “real” mall together, they shop together digitally. Just
38 JUNE 2007
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