digital operations dashboard – growing digital sophistication for tourism operators | zac gribble...
TRANSCRIPT
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DIGITAL OPERATIONS DASHBOARDSgrowing digital sophistication for tourism operators
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- Tom Goodwin, TechTarget
The Internet is the most powerful mechanism we can imagine to match perfectly individuals that need something, and people with something to offer.
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- John Wanamaker, 1838 –1922
Half the money I spend on advertising is wasted; the trouble is I don't know which half.
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Social media is less expensive than advertising, with more impact.And it’s measurable – you can see what is or isn’t working.
- RTO4 tourism operator
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“We dabbled in Google Analytics and the back ends of Facebook and Twitter, but not much more than ‘How many Likes this month?’”
“Now, we see last Thursday’s Facebook post was shared 20 times and our sales in a particular city location jumped that afternoon.”
- RTO4 tourism operator
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It was a revelation to see how our online sales flowed. Measurement helps us make better decisions.
- RTO4 tourism operator
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DIGITAL OPERATIONS DASHBOARDS
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Assumption
My website is optimized
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Myth
Mobile devices are not relevant to my business
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Assumption
I’m in the visitor’s guide… I’m easy to find!
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Myth
My target market doesn’t use _________
[social media | Google | tablets | TripAdvisor]
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Device Type
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Social Media Reach Age Groups
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Website Referral Source
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Page Load Time(UX/Hygiene)
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Mobile Bounce Rate(UX/Hygiene)
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Viral Reach(Storytelling Efficacy)
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Social-to-Web(Storytelling
Efficacy/Hygiene)
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Social Conversions(Digital Operations)
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Find and delegate staff to direct your online presence: website maintenance, online sales and social media. Create a new position or change a job description, but somebody must take it seriously.
- RTO4 tourism operator
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Every attraction and festival should get on this. The trick is to see the potential now, and then take the plunge.
- RTO4 tourism operator
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