digital marketing and tourism

Digital Marketing

and Tourism

Leon CK Leong Chief Business Dev Officer

Techsailor – TO THE NEW

leon@techsailor.com sg.linkedin.com/in/leonck/

Anshul Jain Chief Executive Officer

Thoughtbuzz - TO THE NEW

anshul@thoughtbuzz.com sg.linkedin.com/in/anshuljain/

7/4/2014 3

GETTING READY FOR A

VACATION?

SOCIAL MEDIA TO YOUR

RESCUE!!

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VOLUME VALUE VELOCITY VARIETY

Travel data will more

than double in the next

five years as a result of

digitized freight

As travel companies broaden

their definition of "services"

from product centric to

information centric, the variety

of data will expand significantly

It is not enough for travel to access or disseminate data — they must do so in real time or near real time.

Travel notion of value is two folds. - The value from improving internal operational capabilities & improving the consumer experience and generating incremental revenue

TRAVEL COMMUNITIES RE-

INVENTING “SOCIAL”

TripAdvisor has joined forces with Facebook. The logic

behind the tie up was that travellers increasingly prefer to

seek advice and information about a destination or property

from friends, friends of friends, and family.

Baggage collection

Service/ Ambience/

Price

Travel/

preferences

Flight timings/ Availability

Restaurants

Maps & Directions

Advance booking

Cancellations

HOW DO TRAVEL COMPANIES UTILIZE BIG

DATA FROM THIS CLUTTER

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BRAND

PRODUCT

INDUSTRY

HARNESSING

SOCIAL MEDIA

IN TRAVEL

INDUSTRY

LISTENING,RESPONSE

MGMT

SOCIAL CRM

BUILDING COMMUN

ITIES

DISCOUNT DEALS

CRISIS MGMT

USE CASES SOCIAL MEDIA BIG DATA

Customer analytics and loyalty marketing

Customer Buying Patterns Analytics

Predictive Product Pricing

Capacity and pricing optimization - Predictive maintenance optimization

Developing relevant content & creating Marketing content

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1. TRUST ON EARNRED MEDIA WORKS WORLDWIDE ON CONSUMERS:

92% Of consumers around the world say they trust earned media, such as word-

of-mouth and recommendations from friends and family

2. DEVICE & MEDIA IS NOT AN ISSUE: 85% of travellers use smartphones

while on vacation, and 46% use tablets for finding directions & accessing Social Media 2.

3. THINK BEYOND REGULAR DIGITAL AD SPEND, TRAVEL MOVES TO

SOCIAL: Above all other forms of advertising, there is a marginal increase of 18%

in social media listening/ CRM tools since 2007. This depicts a major mind shift in consumer’s mind

4. TOP 5 USES OF SOCIAL MEDIA WHILE TRAVELLING: Take Photos, Use

Map Features, Search Restaurants, Search activities & attractions, Check-In prior to flight

Tip #1: Enhance the Customer

Experience

#1: Enhance the Customer Experience

Audiences are often inundated

(and at times irritated) by the

amount of advertising and

marketing online”

“

#1: Enhance the Customer Experience

Tourism is about

the experiences

and memories (ultimately finding

their way onto

Social Media)

#1: Enhance the Customer Experience

Be at the centre of these

customer experiences

and memories”

“

#1: Enhance the Customer Experience

Case Study

Sweden’s Västtrafik

redefines the public

transport experience

for tourists with a

mobile application

Tip #2: Develop Compelling

Content

#2: Develop Compelling Content

Content is (still) King.

But let’s not forget

Context”

“

#2: Develop Compelling Content

Westjet Christmas Miracle

#2: Develop Compelling Content

The community is

doing the sharing.

It’s something

they want to talk

about.”

Richard Bartrem,

VP Comms, Westjet

“

35.7 Million views (and

still counting!)

Talk about what

matters to your

audiences and not

just what matters

to you (context)”

#2: Develop Compelling Content

“

Tip #3: Integrate and Track across

Channels

Technology silos make it impossible to

understand both the impact of campaigns,

and the behaviour of customers, across

multiple channels”

- Forrester

“ #3: Integrate and Track across Channels

“ Who are your

target audiences,

which channels are

you using and what

are your KPIs?”

- Techsailor

#3: Integrate and Track across Channels

Integrated Digital Marketing involves all

platforms and channels interoperating in a

synergized, trackable ecosystem” - Techsailor

“

#3: Integrate and Track across Channels

Don’t measure what you can, measure

what you should”

- Philip Sheldrake

“

#3: Integrate and Track across Channels

3 tips:

Enhance the Customer Experience

Develop Compelling Content

Integrate and Track across Channels

Thank You!

Email Leon leon@techsailor.com OR

Anshul anshul@thoughtbuzz.com

If you would like a copy of the slides