digital tourism 101 - yass valley
DESCRIPTION
Yass Valley and Canberra and the Capital Region has been growing its online tourism profile and attracting more visitors than ever before. Is your business leading the pack or lagging behind? In this four hour session originally presented at Tallagandra Hill Winery in Gundaroo participants learnt about what they should be spending their time and money on to stay competitive in the local and interstate online marketplace. They explored their digital business road map, learnt the latest trends and information about digital marketing and picked up tips on how to evaluate to ensure you are getting the best return on investment. Topics included social media, mobile websites, making the most out of email, online advertising, trip advisor, google analytics and online booking systems and using technology in your business. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.auTRANSCRIPT
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Capital Region
Digital Tourism 101
Todd + Rachel Wright - Threesides Marketing
February 2014
Tallagandra Hill Winery, Gundaroo
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Housekeeping
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Our Mission To provide energised leadership,
share innovative solutions, broker
positive relationships and deliver
valued projects to the region.
Regional Priorities • Regional Development Planning
• Education, Employment &
Investment
• Transport – Infrastructure &
Services
• Regional Food
• Digital Economy Transition
• Living & Working Sustainably
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Key Initiatives • South East Region of Renewable Energy Excellence
• Regional Sponsored Migration Scheme
• Southern NSW Harvest Association
• Capital Region Digital Enterprise Program
How We Can Help You • Access to government programs
• Advice and training
• Sourcing skilled labour
• Grants - support and data
• Networks and contacts
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Find out More
Richard Everson
Project Officer
Mob. 0427 27 27 54
www.rdasi.org.au
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www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides
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We help these businesses with their online marketing:
Old Bus Depot Markets National Parks NSW
Yass Valley Council - Tourism Lantern Apartments Thredbo Destination Marketing Store
Saphire Coast Tourism DDCS Lawyers (and more…)
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Overview
1. Your plan: Digital Travel Lifecycle,
Target Market,Digital Footprint,
Budget, reporting
2. Your tactics: Search, Local
Listings, Distribution, Direct
marketing, Social, Sales
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What can we achieve today?
Inspire
Direct
Inform
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YOUR PLAN
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Aussies are now
spending on average
23.3 hours online each
week, 3.5 times more
than the 6.7 hours we
were spending online
back in 2003.
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Digital Travel Lifecycle
The Stages a tourist
goes through and
their digital touch
points.
(See handout)
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Who are we even speaking to?
• What is your customer profile?
(Demo, Geo, Pyschographics)
• How many segments do you have?
• How do they interact with your business online?
• What is the most enriching form of content for
them?
• What are they motivated by?
• Is our digital information meeting their needs?
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1. What does your
business look like
online right now?
2. Where can I find you?
3. Where can’t I find you?
4. What do I find when I
get there?
FIND, BUILD, GROW
Your business digital footprint
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Almost three-quarters of Australian companies are
planning to increase digital spend this year, with
digital marketing budgets expected to increase
an average of 28%.
Responsys digital marketing report April 2013
(850 marketing managers surveyed)
Budget
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Budget
Questions:
1. What is your total marketing budget
2. What % is digital
3. Split digital into tactics – email, website, social,
advertising. other
4. Estimate ROI of each activity area
5. Can you increase / decrease budget
to affect results?
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Reporting: What are you measuring online?
Is what you are doing working?
1. Website analytics - conversions
2. Social Media – Engagement + Reach+ Sentiment
3. Reviews – Sentiment + issues resolved
4. Search – SERP’s + Page views
5. SEM – Clicks + Conversion
6. Contact forms – leads
7. Ecommerce – direct sales
8. Budget – ROI of activities
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YOUR TACTICS
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Digital Tactics
WEBSITE & Content
LOCAL
Listings + Content
Distribution
LINKS
connections
SEARCH
SEO/SEM
SALES & Distribution
DIRECT marketing -
SOCIAL Media
REVIEW Sites
ONLINE
MARKETING
PLAN+ TACTICS
Digital
Footprint
Target market
Plan + Tactics
Budget
Reporting
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Create a google account
https://accounts.google.com/SignUp
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SEARCH
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SEARCH ENGINES
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Google = 92%
Bing + Yahoo = 8%
Australian
Search
Engine Use
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SEARCH TOOLS
ADS
Organic / Free
LISTINGS
Google Places
Google Places
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Search engines – how they work: Free Listings
Keywords + Content
Links
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Search Engine Optimisation
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200 different ingredients in their ‘secret recipe’
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Website + Other sites
Optimise your
website +
optimise your
digital presence
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1. FRESH, KEYWORD
OPTIMISED CONTENT
2.WEBSITE
SET UP
3. QUALITY
BACKLINKS
4. SITE
STRUCTURE
5. OFF PAGE
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TOURISM
KEYWORDS
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What are your kewyords?
IDEAS:
Business name
Products and service
Geographical location
Industry
Competitors
Price
Quality
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http://bit.ly/1ig2y52 http://www.woorank.com/
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Let’s ‘woorank’ a website
A volunteer please…
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LOCAL LISTINGS+ CONTENT
DISTRIBUTION
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http://www.google.com.au/business/placesforbusiness
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ATDW
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Content Distribution Channels
Australian Tourism Data Warehouse
Descriptions, Events, Photos, Video
Multiple distribution Channels incl.
Visit Canberra, Visit NSW
Don’t underestimate the value of
low cost content distribution
channels
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Local tourism sites
http://www.visitcanberra.com.au/
ATDW listing
http://www.visitnsw.com/ -
Get connected
http://www.yassvalley.com.au/
direct listing
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WEBSITE MOBILE OPTIMISATION
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From desktop to mobile- why??
Mobile sales have already
overtaken desktop sales, and
mobile internet usage is
predicted to overtake desktop
internet usage by 2014
67% of users claim they are
more likely to purchase from
a mobile-friendly website
Source: http://searchenginewatch.com
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Mobile what?
Fully Mobile Optimised + Responsive website
• Can detect the size of the viewing device and adapts to suit
• Folds to suit screen size
Mobile friendly
• Website that functions correctly on a mobile device
• Tiny scaled down version of a site
• Doesn’t break on mobile
m. - Mobile website
• Completely separate website designed specifically for use on a small mobile device
• m.yourwebsite.com.au
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Desktop version Mobile version
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ELECTRONIC DIRECT
MARKETING
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1. One to one online direct marketing
2. Designed to create an action
3. Distributed to a identified list of subscribers
4. Message well structured and targeted
5. Ability to track and report results
Email Marketing
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Think about:
1. Design
2. List Aquisition
3. Calls to action
4. News
5. Offer
6. Social links
7. Mobile usability
8. Tracking
9. Frequency
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1. Mail Chimp – www.mailchimp.com
2. Constant Contact –
www.constantcontact.com
3. Vertical Response -
www.verticalresponse.com
4. Threemail – www.threemail.com.au
The tools
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ONLINE BOOKINGS AND
SALES
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The quickest way to make money
Make it easy for
people to spend
it with you!
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1.Can I buy your product
from your website?
2.Can I buy your product
from another website?
The 2 big online sales questions?
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1. Direct via your website
2. Visitor Information Centres
3. Regional tourism brochures or travel planners
4. Online via regional, state or commercial websites
5. Retailers, travel agents or booking agents
6. Experience websites – godo, red balloon etc.
7. Wholesalers
8. Inbound tour operators
Tourism Distribution Channels
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1. Ecommerce system /
Third party account
2. Payment gateway
3. Bank / Online
merchant account
The Tools
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Payment Gateways
Shopping cart system (Website)
Payment Gateway (Cash Register)
Online merchant account (your bank)
Eway – eway.com.au
Paypal – paypal.com.au
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The questions to ask:
1. What are you selling
2. What do you need to sell it
1. Website + Shopping cart
2. Subscription to another distribution site
3. Payment options
4. Shipping options (if tangible)
5. After sales support
3. How will you secure the store
4. How will you maintain the store
5. How will you promote the store.
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SOCIAL MEDIA
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The big 3 social travel options
Trip Advisor
Youtube
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Trip Advisor
1. Own your business listing
2. Respond to reviews
3. Upload images
4. Search forum threads and get involved
5. Monitor competitors / partners
6. Embed in your website
7. Promote in your marketing
8. Leave your own reviews as you travel
9. Advertise
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Trip advisor email
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1. Create a business page
2. Add cover pic and profile
3. Add your content to timeline
4. Create your content themes
5. Post 2-3 days a week
6. Run competitions and offers
7. Respond to posts and questions
8. Keep on top of your insights
9. Advertise
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Youtube
1. Create a business channel
2. Add channel art, profile and links
3. Create video ideas / themes
4. Post 1 video / month
5. Add video to your channel, embed in website,
email, link to facebook
6. Advertise
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GET STARTED
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Workshops and Consultations
Workshops
Series of 17 workshop topics over the next 12
months
Free sessions – subsidised by federal government
– in Queanbeyan and across the region
Digital Consultations
4 hour digital business consultations
Develop and digital business plan
Identify 3 get started now actions
Help you start in the right digital direction
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Workshop feedback
https://forms.communications.gov.au/
enterprisegroupfeedback
Verification word: summer
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Stay in touch
Website:
www.crde.com.au
Call the office:
62970933
Stay on our email list
Tell a friend!