Tourism Online Business Consultants. Consultants
Petros Mavros Director – Trainer
Online Marketing and Online Reputation for Agro Tourism
Setting the Scene
New horizons of change •
How to distinguish our business among webs ? • 200 million active webs • 120 million blogs
It is not about the numbers only, its about what is relevant as source of information in order to p a window of open opportunity on travel
Renovated examples - www.terresdelebre.travel
Agricultural Area south of Barcelona Spain with a huge biodiversity interest attracting especially young couples and nature lovers
Renovated examples – www.sapedrissa.com
Rural Hotel in Mallorca, giving emphasis h i on it its natural surroundings
Renovated examples – www.paradisoshills.com
Rural Hotel in Lysos y – Pafos , giving emphasis on the activities offered
Online Marketing = Marketing g
What is Online Marketing ? 1. Being there where our old and new customers are. 2. Talking g to yyour customers. 3. Listening to our customers 4. 4 Satisfying our customers 5 Learning from our customers 5.
And all these can be done online
Travel moves to .travel • www.egypt.travel • www.poland.travel po a d t a e • www.argentina.travel
Online Destination Marketing • • • • • • • • • •
www.Pafos.travel www.Paphos.travel www Larnaca travel www.Larnaca.travel www.AgiaNapa.travel www.lemesos.travel www.limassol.travel li lt l www.polis.travel www.troodos.travel www.platres.travel www.nicosia.travel None of them belong to the town halls or local tourist development companies.
Why Online Marketing ? 1.
The web is more than content
2.
It’s about Connecting
3.
...Sharing
4.
…Participating
5 5.
…Growing Growing
6.
…Learning g
How did Digital change Travel ? 1. Disintermediation 2. Higher expectations 3. More choice 4. More visibility – Attention 5. More Value for Money feeling
1.Disintermediation
2. Higher Expectations Challenges of a conquest Increase distraction
Raised expectations
New Communities
New Models off authority
Achieving engagement Increase distraction
Raised expectations
New Communities
New Models off authority
Simplicity and persuasion i
Insights and customisation t i ti
Partners and participation ti i ti
Openness and authenticity th ti it
Elements of engagement
3. More Choice -There exists no simple p manner to cover all needs •
What has not changed?......you need to be found!
•
Web is more complex and ‘cluttered’ – going beyond .com
•
Search engines are more effective but unable to categorize effectively millions of webs
•
SEO and content, are fundamental pillars of online
Digital, not just another channel
Marketing Marketing solutions
Awareness
Credibility
Trial
Sales
Customers
Media
PR
BTL
Point of sale
CRM
Digital media
Why Marketing adapts
3. How to manage attention
Aim for integrated marketing
Value for money feeling
Have in mind • Consumers obtain information from variety of sources, expect instant content and personalised • Web and Peers exert more influence than traditional media • Empowered consumers are proactive and expressive: “we know we are valuable and we express p what we think”
Tyranny of the catalogue
Firsts reservations online
Firsts searches
Google Search
Digital music – shapes electronic snacking
Photo – shapes sharing experiences
Local Search
Local search + mashups= living directories
Location and 3D (GE)
Web goes mobile
Planning and Strategy
Planning and Strategy •
Plan as you always did but act as you never did.
•
Be fast, faster than the rest.
•
“No fear” (to share information in public)
•
Have a Plan B, easy to follow and cheap to activate. activate Take The Crisis as a challenge.
•
Your customers want to buy y online Most popular products : music, books, DVDs and holidays y 53% UK internet users booked a holiday online
(2008 data)
You Market to the world
Market to the individual
From Mass Marketing to 1 to 1 Marketing Complexity of Marketing
1 to 1 Marketing
Segmented Marketing
Mass Marketingg
Level of Targeting Required Source Reference: Sean Kelly, Comhra Ltd
51
Two key questions questions‌. 1. Are my customers t online? li ?
Europe: 382 million illi W ld 1.5 World: 1 5 billion billi
2. Is my business suited to digital marketing? k i ?
Travel industry accounts for 32% off all ll online li advertising
Do you know your business ?
Watch your competition
What are they doing?
Know y your customers
Online Trends
Sharing and advice online
Sharing inspires travel
Social tagging organises information
New Models of Authority
New Communities
New Communities Geographic in the same place - local k knowledge l dg
Activity based engaged in particular activities ti iti
Demographic with personal characteristics in common
Shared interest with interests or an agenda in common
Social computing changes rules in business
The medium is the relationship
Coffee Break
Acquiring Customers Online
Wow this is too much, what should I choose ? • • • • • • • • •
Be there where your customers are gg egate a and d sshare a e at tthe e sa same e ttime. e Aggregate Focus and develop relationships where you are. Follow up up. Separate B2B relations from B2C clearly. Have price parity and integrity integrity. Invest time and money on tools. Be as constant and innovative as you are off off-line. line Take the online and make it yours- every day.
The Toolkit
The Toolkit
Acquire • SEO – Search Engine Optimization • PPC – Payy Per Click • SMO – Social Media Optimization p • Banner Advertising ate Marketing a et g • Affiliate • Etc…
Google’s dominance
Yahoo‐ 1%
MSN 2% MSN‐
Ask‐ 3%
Google‐ l 78%
Google g Yahoo MSN Ask
Pay to be listed ?!
Paid Search PPC= 30% Paid Search PPC 30%
SEO 70% (it is free) SEO= 70%
PPC
Is Search Important ??
Search Wiki
Engine SEO SEM
Web
C pr s as Vacation destination Cyprus
According to
Από ερευνά της Avantless για λογαριασμό του «InBusiness Online » Μάιος 2010
Key word “Cyprus Holidays Holidays”
2009 2010
First Country UK
Maximum demand 100 Cyprus holidays scores 82
Key word “ Northern Cyprus yp Holidays” 2010
2009
First Country UK
Maximum demand 100 “Northern Cyprus” scores 73
Key word “Hotels Kyrenia Kyrenia”
2010
2009
Maximum demand 100 “Hotels Hotels Kyrenia ” scores 63
Key word “Hotels Ayia Napa Napa”
2009
2010
Maximum demand 100 “Hotels Hotels Ayia Napa ” scores 81
Key word “Hotels Paphos Paphos”
2009 2010
Maximum demand 100 “Hotels Hotels Paphos ” scores 75
Key word “Cyprus” as Vacation D ti ti Destination 2010
2009
8 out of 9 terms searched from the UK about Cyprus in the category Travel are related to “North Cyprus”
Where does Agro tourism stand ?
Search Conclusions
• • • • •
Google drives 80% of the searches worldwide worldwide. Search is still very important to drive traffic. It will remain very important important. It becomes very sophisticated. G Google l iis th the lleader, d th the restt jjustt ffollows ll iin search. • Key words are becoming key frases. frases
The Toolkit
Convert
Attention
Filter Because you don’tt always don want everything
Interest
Conviction
Desire
Close
The Toolkit
Who and where talks about us
Social Media Optimization
SMO
Let’s twitt again i • Expectations are created • Are theyy fulfilled ? • Do we do “after sales service”.
a video tube
Top video related to Cyprus: 1,640,330 views Keywords: cyprus and north cyprus Next Video related to Cyprus: eurovision 2009 cyprus firefly cyprus yp eurovision 2009 cyprus yp lyrics y souvla christina metaxa „firefly“ eurovision 2009 kypros
Email Marketing Metrics
•Click Through Rate •Forwards •Conversion Rate •Outcomes •Number sent •Delivered •Opened
The Blogosphere
The Toolkit
Choosing an Analytics Package
Coffee Break
Online Reputation
Who talks about us ??
How to manage your reputation •
Establish alert mechanisms !
• Talk to your customers and let them know you have a place where they can talk to you online! • Put the online in your daily routine. “Make the blog post as if it was a weekly report report”. •
•
Aggregate •
Share, share, share !!!
•
Images Videos Images, Videos, Posts !!!
•
Active and professional presence in the Social Media
GET PROFESSIONAL HELP
Epilogue •
Follow up of the content
• The Online is an ongoing learning process • Establish Follow Up mechanisms. •
ROI – Invest or Spend ?
• Long, medium and short term strategy
Cyprus May 2010