旅游2.0的真实性检验

　　译者注：如何对待Travel 2.0？在社区媒体上做广告，还是常规媒体（SEM）能够更好地利用资源？——作为一个旅游供应商，不能忽视客户的需求。

　　当很多人在为昨天Google与Lastminute.com之间并未摊牌感到失望时，Ian McCaig出面，大力均衡旅行2.0炒作的影响。

　　Lastminute.com的老板并不是因其炒作而出名的，尤其是在社区媒体领域以及旅游企业可以如何使用社区媒体。

　　McCaig的观点是一种保证：作为一个旅游供应商，不能忽视客户的需求。

　　观点鉴于听众刚刚听取了Facebook英国总裁Blake Chandlee“英国最大社区媒体网站趣谈”，这是最近对此争论的一个制衡。

　　“这完全是关于用户行为的，而不是网站，”McCaig说。

　　他提出两个合理的问题：

　　*今天，对于你的客户来说，你通过社区媒体与他们交流是否很重要？

　　*或者，通过常规媒体（SEM）能够更好地利用资源？

　　目前，有些人会认为，两者的有机结合可能会有助于旅游公司定位于使用社会网络的广大人群。

　　但是，McCaig说，正如我们最近写的，（译者注：指文章《社会网络广告者找错门了？》-Are social network advertisers barking up the wrong tree?） ，消费者与朋友在网上交流时，并不具备购买意识。

　　他引用了一句老的广告谚语：“把东西卖给想买的人” 。

　　他声明，并非仅仅在社会网络上如此，打扰营销行不通。

　　大多数人-包括我们-谈论STA TRAVEL（译者注：STA TRAVEL是全球最大的学生青年组织，总部在英国伦敦）在Facebook上的努力成果，但对于其他人来说，怎样使用社会网络的挑战仍将继续……

　　相关文章：社会网络广告者找错门了？

　　原文出处：Travolution Blog 编者：Kevin May

原文：

Travel 2.0 reality check

So while many were disappointed that the Google-Lastminute.com showdown didn't take place yesterday, Ian McCaig used his appearance to offer a typically heavy dose of, shall we say, balance to the Travel 2.0 hype.

The Lastminute.com boss is not known for his hyperbole, especially in the area of social media and how travel companies can engage with it.

The issue for McCaig is one of ensuring, as a travel provider, that you don't lose sight of the customer.

Given that the audience has just listened to Facebook UK supremo Blake Chandlee wax lyrical about the UK's biggest social media site, this a handy counterweight to the argument.

"This is all about customer behaviour, not websites," McCaig says.

He asks two reasonable questions:

* Is it important for your customers today that you engage with them through social media?

* Or is it a better employment of resources to drive through conventional media (SEM)?

Now some would argue that a clever mixture of the two might help travel companies target this enormous audience playing around with social networks.

But, McCaig says, and as we've been writing for a while, consumers are not in a purchasing mindset when networking with friends over the web.

He brings up the old advertising adage: “Selling implies someone wishes to buy”.

This is not the case on a social network and interuption marketing does not work, he argues.

Most - including us - talk about STA Travel's efforts on Facebook, but the challenge for everyone else of how to use social networks continues...