How to engage locals as a DMO

During many years DMO (Destination Management Organization) have though that they have the expertise on all topics about their cities… Taking into consideration a few years ago that it was not the case, OnlyLyon Tourism has decided to focus his strategy on the contribution of local experts, inhabitant fans of their city and visitors seduced by their stay. Many actions of OnlyLyon Tourism like their travel guide, website, greeters… are now the concrete application of this global strategy.

Transcript

2. Act like a local = The ultimate experience in Tourism
3. The OnlyLyon ongoing strategy to engage locals
4. 2007 : OnlyLyon Ambassadors Network
6. 1st link between : OnlyLyon & Lyon inhabitants
7. Spring 2009 : Lyon City Greeters
9. 2nd network of «lyonnais» passionate
11. Summer 2010 : Destination Brochure
23. 3rd network of «lyonnais» proud of their city
24. End 2010 first internal meeting to rethink our website : www.lyon-france.com 8 languages – 2 000 000 visitors/year
25. Open data Collective Intelligence Networks = Identities
28. NOT USING «USER GENERATED CONTENT» CAN BE A THREAT FOR THE FUTUR OF OUR WEBSITE
29. Single Editor Contents Coordinator and Animator
30. Greeters OnlyLyon Ambassadors Bloggers Friends & relatives City inhabitants Journalists Cultural associations
35. 3 contributors profiles - Passionate experts - Inhabitants city fans - Happy visitors
36. PASSIONATE EXPERTS - Identification - Good organization / little time - Well-known persons appreciated
38. INHABITANTS CITY FANS - Numerous - Have to be keen in writting on the web - Community management work
40. HAPPY VISITORS - Hard to «catch» - Motivations ? - Real operating mode to develop
42. MAJOR DIFFICULTY Explain that we want stories/posts and not only comments
43. MAJOR SATISFACTION Giving the access of our tools to third parties position our institution in the center of the city’s influence
44. 2012 Brainstorming on a New Travel Guide
51. 2013 New Storytelling Transmedia Campaign
61. Benefits to engage locals -  Better quality of contents/service… -  Win credibility -  In line with the tourists expectations -  New dimension of the DMO within the city
62. Thank you Olivier Occelli