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E Tourisme Blog

  1. 1. e-tourisme<br />2nd, February 2010<br />
  2. 2. e-tourisme<br />A Blog<br />Advertising on internet<br />
  3. 3. Whatis a blog ? <br />A blog (a contraction of the term &quot;web log&quot;)is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order so that the internet user get the newest information.<br />The ability of readers to leave comments in an interactive format is an important part of many blogs. <br />Microblogging is another type of blogging, featuring very short posts (web entries)<br />
  4. 4. A blog is basically a streamlined website that has easier technology and is designed to facilitate a two-way conversation.<br />Word of mouth marketing<br />
  5. 5. More on Blog<br />Bloggers are those who write (called posting) original articles for the blog and/or oversee the editorial process of a blog.<br />Commenters refer to the online public who read and interact with the blogger(s) by leaving a ‘comment’ on a blog post.<br />Content is a common term for the information written on the blog.<br />Blogosphere is a term for all blogs as a family and their interconnectivity - a ‘social network’ of all blogs. It is common practice that blogs link to each other and share or comment on each others’ posts. <br />Syndication/RSS Feeds (really simple syndication)- Syndication means the ability to make blog content available for other bloggers to use and publish, typically at no cost.<br />
  6. 6. RSS<br />
  7. 7. nann<br />The weight of a Blog <br />
  8. 8. A blog is more than a voice<br />People recognize marketing spin whentheyseeit, whattheywantisauthenticity.<br />Communicatingyourdreams, goals, strategies, triumphs and failurestransparently to customers and prospects. <br />
  9. 9. Blog is a thought leadership !<br />People rarelyspend money or invest in a product or service if theydon’t trust the people behindit<br />Building a reputation in the industrythatisrecognized and respected, such as the travelindustry. <br />
  10. 10. Bloggers are considerablyinfluencing<br />consumer choice<br />
  11. 11. What Makes Blogs Special?<br /><ul><li>Everyone is Welcome - No matter your internet or technical abilities; everyone can blog. The free platforms make it easy and available to all.
  12. 12. Conversational Content - Blog content is designed to be an opinionated, two way conversation. It is based on personal interests, expertise, etc. This applies to a corporate or organizational blogs.
  13. 13. Reader Interaction - Blogs by nature invite reader commentary. It is recommended to allow comments, with or without an approval feature.
  14. 14. Freshness - Frequent posting is necessary to attract readers, create stickiness, gain credibility, and rank in search engines. No less than once weekly.
  15. 15. Interconnectivity - Blogs create communities by reciprocal linking, blog rolls, blog networks, etc.
  16. 16. You have control of the content thatgetscreated.
  17. 17. No rules! You do whateveryouwantwithyour blog.
  18. 18. RSSTechnology - Real Simple Syndication allows for content to be instantaneously updated to other blogs, blog readers, etc. </li></li></ul><li>Who are the bloggers ?<br />According to Forrester Research, the demographic breakdown of ‘Spectators,’ defined as online users who read blogs, watch videos or listen to podcasts.<br /><ul><li> 49% of 12-17
  19. 19. 59% of 18-21
  20. 20. 54% of 22-26
  21. 21. 41% of 27-40
  22. 22. 31% of 41-50
  23. 23. 26% of 51-61
  24. 24. 19% of 62+</li></li></ul><li>What the average blogger looks like ?<br />Resource: Technorati’s State of the Blogosphere 2008<br />
  25. 25. What the average blogger looks like ?<br />Educated, financially stable, 25-49 y.o.<br />Resource: Technorati’s State of the Blogosphere 2008<br />
  26. 26. Who reads blogs? (in the US)<br /><ul><li>42% of internet users have read a blog(s)
  27. 27. 33% read blogs regularly
  28. 28. 11% read blogs daily
  29. 29. 8% of Americans have a blog
  30. 30. 46% of blog readers saying that they visit the same blogs regularly
  31. 31. 54% surf for new and different ones
  32. 32. 43% of blog visitors notice ads on blog websites
  33. 33. 28% of US blog readers have taken an action based on a blog post</li></li></ul><li>59 % of the internet userswanted to visit a country or a regionaftersurfing on a blog talking about it<br />(Source : Benchmark Group).<br />
  34. 34. Blogs: Why is it successful ? <br />There are more than 133 million blogs with 1.5 million created weekly. <br />94 million US blog readers and 23 million American bloggers. Nearly 1 million blog posts every 24 hours. <br />95% of the top 100 US newspapers have reporter blogs. <br />Blogs in 81 languages and 66 countries.<br />Resource: Technorati’s State of the Blogosphere 2008<br />
  35. 35. Blogs: Why is it successful ? <br /><ul><li>20% of bloggers think newspapers will be obsolete by 2018
  36. 36. 50% think blogs will be primary news source by 2013
  37. 37. 37% have had a blog post quoted in the traditional press</li></ul>Resource: Technorati’s State of the Blogosphere 2008<br />
  38. 38. Blogs: Why is it successful ? <br /><ul><li>61% learn about products & services from other blogs
  39. 39. Only 1/3 turn to TV/Print as a source of info </li></ul>Resource: Technorati’s State of the Blogosphere 2008<br />
  40. 40. Why a blog in the travelindustry? <br /><ul><li>Communicate openly with potential travelers.
  41. 41. Provides an alternative form of communication.
  42. 42. Engage the influencer audience.
  43. 43. Increase SEO
  44. 44. Change perception of your destination.
  45. 45. Public relations’ effect.
  46. 46. Easy solution for online participation.
  47. 47. Employee ownership / pride / moral.</li></li></ul><li>Rethinksuccess …<br />Would you rather have…<br />500 people who have actively subscribed to receive near-daily updates from a blog.<br />Or<br />5,000 people who have subscribed to receive monthly emails (that they don’t open) ?<br />
  48. 48. But where to start? What do you need? <br /><ul><li>Do I blog as a person or as a company
  49. 49. How muchcan I write about a topic ?
  50. 50. Can I writeappealing content?
  51. 51. Whatelsecan I do to findtopics ?
  52. 52. Whowillmaintainmy blog ?
  53. 53. Will you and your team dedicate the time required?
  54. 54. How do you motivate the blogging team?
  55. 55. Will you openly show blogger(s) identity?
  56. 56. What happens when a blogger leaves?
  57. 57. How will you address negative comments?
  58. 58. Is this the right tool for your demo / audience?
  59. 59. When do I startseeingresults ?
  60. 60. Blogger / content schedule.
  61. 61. Design / layout / specs.
  62. 62. Turn-key blogging platform.
  63. 63. Multiple, dedicated bloggers.
  64. 64. General blog guidelines.
  65. 65. Tone / voice guidelines.
  66. 66. Marketing / promotional / distribution plan.
  67. 67. Goals / tracking / statistics / monitoring.</li></li></ul><li>Tips prior to launch<br /><ul><li>Know your audience.
  68. 68. Know the tone, the influencers and whatalreadyexists.
  69. 69. Begin posting content to your blog prior to launch.
  70. 70. Work on SEO
  71. 71. Know the Rules of the Game Before You Start Playing
  72. 72. Research and find other local bloggers
  73. 73. Develop a 3 and 6 month evaluation plan.
  74. 74. Develop an editorial calendar and stick to it!
  75. 75. Be aware of the dedication required.
  76. 76. Prepare for pain.</li></li></ul><li>Tips while Blogging <br />Be patient while building your audience.<br />Post often / Post actionable topics / Be confident and comfortable about the topic<br />Create your travel community<br />Cultivate it.<br />Participate and communicate with other bloggers.<br />Incorporate your blog in everything (signature, website, business card, …)<br />Read, friend, link, talk, learn, reference.<br />Use proper grammar and punctuation.<br />Animate, illustrate with web.2<br />Self evaluationworks / Don’tjustreacthowever<br />Buildapprovalintoprocess (eg: Southwest Airlines the lobby blog)<br />Coordinate/integrate With Traditional PR/Marketing Efforts<br /> Company news can be a blog post if it’s compelling info and offers original content (interviews, etc) beyond the press release information<br /> Recruit Internal Bloggers<br /> Solicit people from within the organization to be bloggers <br />
  77. 77.
  78. 78. Identifyyour audience <br />The oneswho are involved in the tourisme promotion:<br />Institutionals, tourist offices, ….<br />The TouristOperationalActors<br />Hotels, B&B, ..<br />Attractions providers, museums, ….<br />E-commerce actors<br />Aggregators, pure players, TO on line, …<br />Remember that they are Consumers before Members<br /> Remind them of the WIIFM - What’s In It For Them ?<br />
  79. 79. Setting Up & Owning Your Blog<br />How to Select a Blog Name<br />Make it: Easy to remember & spell<br />Make it: Relevant to your business<br />Make it: the same as the URL<br />Make it: Letters only; no numbers, punctuation, etc. <br />Don’t use “blog” in the name - it’s redundant<br />Secure the Domain Name<br />Use a free service, but buy the domain name<br />www.bastillemarketing.com, not www.bastillemarketing.blogspot.com<br />Google or GoDaddy.com - very simple instructions<br />Buy the .org, .com, .net, etc - its worth the $10/year for people to find you easily!<br />The Intersection of Blogs and Print<br />Incorporate your blog into ALL print pieces; Wherever your website is printed, so should be your blog<br />Insert it in your email signature (Read our blog: www.associationABC.com) & in your website<br />
  80. 80. What not to do ?<br /><ul><li>Post infrequently.
  81. 81. Disguise or fake your identity.
  82. 82. Write content months ahead of time.
  83. 83. Farm out the work.
  84. 84. Delete / erase comments w/o guidelines.
  85. 85. Ignore comments.
  86. 86. Plagiarize.
  87. 87. Obsess over traffic and PageRank.
  88. 88. Get off topic.
  89. 89. Consider yourself bigger than your readers.</li></li></ul><li>Which blog platform to choose?<br />
  90. 90. How to create a blog?<br />www.blogger.com (launched in 1999) http://www.youtube.com/watch?v=BnploFsS_tY<br />
  91. 91. The Anatomy of a Blog<br />
  92. 92. The Anatomy of a Blog <br />Clean design; easy navigation<br />Topic Tabs<br />Subscribe Feature<br />Follow Me<br />Buttons<br />About Tab<br />Advertising Tab - easily could be a Donate Tab<br />Date & Author - linked to bio<br />
  93. 93. The Anatomy of a Blog <br />Easy to Share via Twitter<br />Clean design of blog post<br />Picture insert; yet not cluttered (pls credit all photos!)<br />Interactivity - recent comments; frequent commenters; encourages time spent on the page<br />
  94. 94. The Anatomy of a Blog <br /><ul><li>Hyperlink to Author’s Bio and Post Archive
  95. 95. Comments visible - link to full list
  96. 96. Blog community badges
  97. 97. Blogroll</li></li></ul><li>The Anatomy of a Blog <br />Social Sharing Features & Find Me Functions<br />
  98. 98.
  99. 99.
  100. 100.
  101. 101.
  102. 102.
  103. 103.
  104. 104. Blog on etourisme !<br />
  105. 105.
  106. 106. Instead of focusingmy communication on my B&B, my main objective was to sharemy passion and knowledge on myregionwith the visitors, to givethempersonnalisedadvices on whattheirholidayscouldbe. <br />
  107. 107.
  108. 108. CDT Calvados created a blog on a historicalcharacter, Guillaume le Conquérant,greatsymbol for NormandyThis mixed modern/historywithgeolocalisation of the battleson Google Maps, pictures on flickr & videos. Tags are named “crown”, “Pape” or “Duché de Normandie”.A spaceisdedicated to childrenwith a videao, quizz and a booklet.OnlyFacebook page &Twitteraddress are missing<br />La Fabuleuse Epopée<br />
  109. 109. A blog not from a company but the ownerhimself !<br />
  110. 110.
  111. 111. The authorswho tell stories on Creuse are real « Creuse » lovers & from Creuse! Theirpictures are clearlyfeaturedon the right with links to each of them. Message becomesthusmuchclearer for the internet user. <br />
  112. 112.
  113. 113.
  114. 114.
  115. 115.
  116. 116. A success story ???<br />
  117. 117. A sample on <br />a avdertising blog<br />Creation of a website to support <br />an offline advertisingcampaign<br />2005-2006 : cigale campaign<br />2007 : Ne partez plus en vacances, le blog<br />New community trends, new travellers ‘ behaviours<br /> = enhance the everyday life, provide an authenticenvironment, full of simplicty, complicty and sharings<br />Ne partez plus en vacances !<br />For a new internet area<br />Create a community in whicheach one canfinditsown place and participate. <br />= source of information for Bouches du Rhône<br />Communication platforms<br />.<br />
  118. 118. 3. The content<br /><ul><li>Select 4 spokesmenwhorepresent the brand identity
  119. 119. Makethemalive
  120. 120. Go beyond the personalityshownthrough the traditionnaladvertisingcampaign. Reinforcetheiridentity via the blog .
  121. 121. Addressadded value to the destination throughpeople’s passions, e.g. culture, outdooractivities, art and tradition and throughtheir place of residence - Arles Camargue, Marseille Aix, Provence.
  122. 122. Alternatewithreaction to news
  123. 123. Suggest good deals, greatitineraries, new ideas to make the blog informative</li></li></ul><li>4. Behind the scenes<br />CREATION<br />Cost : 10 000 € for a period of 2 years<br />Designed & animated by an outsidecommuncation & web agency<br />Follow-up, updates, emailings, contest & hostingmanaged by the web agency<br /> Bouches du Rhônes CDT was a moderator but not a censor (lots of spams to getrid of!).<br />EDITING <br /> 4 virtualcharacters: 2 from CDT & 2 from the webagency<br /> In order to ensure the credibility, eachcharacterwas in charge of hisown passion and had to go on site ½ day / month<br />NEWSLETTER<br /> 4 to 5 newsletters / yearwere sent out to inform about contest and updates. <br />
  124. 124. 5. The contreversy<br />True or fake blog ?????<br />At the launch of the bog, 2 bloggerscritizised the initiative. The blog coulddeceive the internet user by not givensincere information<br />Reactionwas :<br />A clear introduction addressed to to the commenters:<br />Le blog nepartezplusenvacances.com vous est proposé par le comité départemental du tourisme des Bouches-du-Rhône (www.visitprovence.com). <br />Damien, Sabine, Roberto et Jeanne sont des personnages fictifs, créés pour la campagne de communication nationale du CDT13. Mais leurs conseils sont néanmoins sincères, avisés et ont bel et bien été vécus par notre quatuor local, chargés de vivre par procuration les folles aventures de nos quatre amis, à savoir : Gilles / Damien (CDT13), Carole / Sabine (CDT13), Greg / Roberto (1=2) et Aurélie / Jeanne (1=2).<br />2. The bloggersparticipatedin the discussions raised on thissubject<br />.<br />
  125. 125. 6. The Conclusion<br />Almost 100 000 visitors in lessthan 2 years<br />Substantial impact on the SEO<br />A loyal audience<br />Positive comments : <br />« Oh merci ! Merci beaucoup pour tous ces conseils qui font du bien !! Une petite bulle de fraîcheur ! »<br /> « Je suis marseillais et j&apos;oublie toujours cette superbe Vieille Charité. Et bien des chroniques d&apos;art comme la tienne, ça me réveille : je vais y aller, té ! »<br /> « Je ne connaissais pas ce numéro, merci ! Et pourtant je suis marseillais depuis... sept ans ? déjà ? »<br />A free editorial content <br /> A truetone for eachcharacter<br />Picturestaken on the spot<br />But the blog did not look real enough:<br />Tooprofessionnal: with a perfect design<br />Should have selectedtrue people but not professionnals<br />Tooearly (2007) for non experiencedbloggers<br />
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