Digital Tourism 101 - Yass Valley

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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.au

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Digital Tourism 101 - Yass Valley

  1. 1. Capital Region Digital Tourism 101 Todd + Rachel Wright - Threesides Marketing February 2014 Tallagandra Hill Winery, Gundaroo
  2. 2. Housekeeping
  3. 3. 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
  4. 4. 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
  5. 5. Find out More Richard Everson Project Officer Mob. 0427 27 27 54 richard@rdasi.org.au www.rdasi.org.au
  6. 6. www.threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.slideshare.net/threesides
  7. 7. 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…)
  8. 8. Overview 1. Your plan: Digital Travel Lifecycle, Target Market,Digital Footprint, Budget, reporting 2. Your tactics: Search, Local Listings, Distribution, Direct marketing, Social, Sales
  9. 9. What can we achieve today? Inform Inspire Direct
  10. 10. YOUR PLAN
  11. 11. 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.
  12. 12. Digital Travel Lifecycle The Stages a tourist goes through and their digital touch points. (See handout)
  13. 13. 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?
  14. 14. Your business digital footprint 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
  15. 15. Budget 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)
  16. 16. 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?
  17. 17. 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
  18. 18. YOUR TACTICS
  19. 19. ONLINE MARKETING PLAN+ TACTICS WEBSITE & Content LOCAL REVIEW Sites Digital Footprint Target market Digital Tactics SOCIAL Media Plan + Tactics Budget Reporting Listings + Content Distribution DIRECT marketing EMAIL LINKS connections SEARCH SEO/SEM SALES & Distribution
  20. 20. Create a google account https://accounts.google.com/SignUp
  21. 21. SEARCH
  22. 22. SEARCH ENGINES
  23. 23. Google = 92% Bing + Yahoo = 8% Australian Search Engine Use
  24. 24. SEARCH TOOLS ADS Google Places Organic / Free LISTINGS Google Places
  25. 25. Search engines – how they work: Free Listings Keywords + Content Links
  26. 26. Search Engine Optimisation
  27. 27. 200 different ingredients in their ‘secret recipe’
  28. 28. Website + Other sites Optimise your website + optimise your digital presence
  29. 29. 1. FRESH, KEYWORD OPTIMISED CONTENT 2.WEBSITE SET UP 3. QUALITY BACKLINKS 4. SITE STRUCTURE 5. OFF PAGE
  30. 30. TOURISM KEYWORDS
  31. 31. What are your kewyords? IDEAS: Business name Products and service Geographical location Industry Competitors Price Quality
  32. 32. Keyword Planner http://adwords.google.com.au
  33. 33. Monitor the web with Google Alerts www.google.com/alerts
  34. 34. http://www.woorank.com/ http://bit.ly/1ig2y52
  35. 35. Let’s ‘woorank’ a website A volunteer please…
  36. 36. LOCAL LISTINGS+ CONTENT DISTRIBUTION
  37. 37. http://www.google.com.au/business/placesforbusiness
  38. 38. ATDW
  39. 39. 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
  40. 40. Local tourism sites http://www.visitnsw.com/ Get connected http://www.visitcanberra.com.au/ ATDW listing http://www.yassvalley.com.au/ direct listing
  41. 41. WEBSITE MOBILE OPTIMISATION
  42. 42. 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
  43. 43. 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
  44. 44. Desktop version Mobile version
  45. 45. ELECTRONIC DIRECT MARKETING
  46. 46. Email Marketing 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
  47. 47. 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
  48. 48. The tools 1. Mail Chimp – www.mailchimp.com 2. Constant Contact – www.constantcontact.com 3. Vertical Response www.verticalresponse.com 4. Threemail – www.threemail.com.au
  49. 49. ONLINE BOOKINGS AND SALES
  50. 50. The quickest way to make money Make it easy for people to spend it with you!
  51. 51. The 2 big online sales questions? 1.Can I buy your product from your website? 2.Can I buy your product from another website?
  52. 52. Tourism Distribution Channels 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
  53. 53. The Tools 1. Ecommerce system / Third party account 2. Payment gateway 3. Bank / Online merchant account
  54. 54. www.thebookingbutton.com.au
  55. 55. Payment Gateways  Shopping cart system (Website)  Payment Gateway (Cash Register)  Online merchant account (your bank) Eway – eway.com.au Paypal – paypal.com.au
  56. 56. 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.
  57. 57. SOCIAL MEDIA
  58. 58. The big 3 social travel options Trip Advisor Facebook Youtube
  59. 59. www.tripadvisor.com.au
  60. 60. 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
  61. 61. Trip advisor email
  62. 62. www.facebook.com.au
  63. 63. Facebook 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
  64. 64. www.youtube.com.au
  65. 65. 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
  66. 66. GET STARTED
  67. 67. 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
  68. 68. Workshop feedback https://forms.communications.gov.au/ enterprisegroupfeedback Verification word: summer
  69. 69. Stay in touch Website: www.crde.com.au Call the office: 62970933 Stay on our email list Tell a friend!

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