digital marketing and tourism
DESCRIPTION
Digital Marketing and Tourism Leon CK Leong (Chief Business Development Officer, Techsailor) and Anshul Jain (Chief Executive Officer, Thoughtbuzz), presented this deck at iMedia Brand Summits, Asia. #imbsummitTRANSCRIPT
Digital Marketing
and Tourism
Leon CK Leong Chief Business Dev Officer
Techsailor – TO THE NEW
[email protected] sg.linkedin.com/in/leonck/
Anshul Jain Chief Executive Officer
Thoughtbuzz - TO THE NEW
[email protected] sg.linkedin.com/in/anshuljain/
7/4/2014 3
GETTING READY FOR A
VACATION?
SOCIAL MEDIA TO YOUR
RESCUE!!
7/4/2014 4
7/4/2014 5
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
7/4/2014 8
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
7/4/2014 9
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 [email protected] OR
Anshul [email protected]
If you would like a copy of the slides