Introduction to the 2013 E-Tourism Africa Summit

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Introduction session by Damian Cook CEO of E-Tourism Frontiers

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Introduction to the 2013 E-Tourism Africa Summit

  1. 1. WE WILL BE STARTING IN 5 MINUTES
  2. 2. Wifi Password: capetown
  3. 3. Hashtag: #ETAS13
  4. 4. DAMIAN COOK @damiancook
  5. 5. Relationships...
  6. 6. Friendships...
  7. 7. JUST A SECOND...
  8. 8. THE FUTURE IS ONLINE • 59% of all travel is now researched, booked bought and sold online • 98% of travellers start their research on the internet • Travel sales are expected to double this year, exceeding $350 Billion
  9. 9. GLOBAL MARKET CHALLENGES • Tour Operator driven model is diminishing • KPMG lists 49% of TOs as in decline and 24 major TOs bankrupted in 2011-12 including Thomas Cook • Online regarded as motivating factor • Lack of customized and dynamic travel bookings
  10. 10. The rate of adoption is increasing...
  11. 11. An environment of constant change
  12. 12. Evolution of Travel...
  13. 13. • Phase One: High Street and Brochure driven shopping (driven by Suppliers and Travel Agents) • Phase Two: The Rise of Online Bookings (driven by Online Travel Agents and Airlines) • Phase Three: Direct Inbound (driven by Search and Suppliers) • Phase Four: User Driven Business (driven by Social Media and Customers) Evolution
  14. 14. We need to keep evolving...
  15. 15. Where am I going?
  16. 16. THE FUTURE IS SOCIAL • Over 50% on average of all time online is spent in social activity • Web Use is in Decline by up to 70% • Facebook is one of the largest populations on earth with over 1.2 Billion people • Social media is more popular and powerful than TV and print media combined
  17. 17. SOCIAL STATS • 1 in 7 people in the world is on Facebook • 91% of online adults use social media every day • YouTube viewers are consuming over 3 Billion hours of video every month • One third of couples in the US now met online
  18. 18. 308,000 Tweets per minute... and a new dictionary definition...
  19. 19. ‘Breaking’ and ‘Bad’ become long term global trends on Twitter
  20. 20. Travel in an online and social world...
  21. 21. E-Tourism means • Communicating the right • Content across a variety of • Channels to the best value • Clients who will • Convert to a sale and keep • Coming back
  22. 22. This means • Realtime Bookability and E-Commerce • Strong Social Media Presence • Facebook,Twitter, YouTube Channel • Managing Online Relationships • Managing and Optimizing Conversion Points • And knowing what you are selling and who you are selling to...
  23. 23. THE FUTURE OF GROWTH WILL BE ABOUTYIELD AND NOT ARRIVALS
  24. 24. THE FUTURE TRAVELLER WILL TRAVEL LESS AND EXPECT MORE...
  25. 25. THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING BLAND GENERIC STATEMENTS
  26. 26. ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND SOCIAL MEDIA
  27. 27. SELL AN EXPERIENCE
  28. 28. SELL A STORY...
  29. 29. • Phase One: High Street and Brochure driven shopping (driven by Suppliers and Travel Agents) • Phase Two: The Rise of Online Bookings (driven by Online Travel Agents and Airlines) • Phase Three: Direct Inbound (driven by Search and Suppliers) • Phase Four: User Driven Business (driven by Social Media and Customers) Evolution
  30. 30. Content Generation • Over the past 6 years the web has changed radically • People have become able to create content on the internet with no skills or technical knowledge • Users mainly consume content from other users
  31. 31. What Does That Mean?
  32. 32. Our Users Are In Control
  33. 33. You need to work with them...
  34. 34. Leading Source for Travel Information
  35. 35. SOCIAL ON THE ROAD • 73% of US social network users accessed social networks at least daily while they were travelling. • 70% of global travellers post their photos while in destination
  36. 36. VICARIOUS TRAVEL
  37. 37. Multiplying the Travel Experience • The vicarious travel experience effectively means that each person is now travelling with an average of 200 spectators • These are not passive spectators • They are engaging, commenting and recommending constantly • Travel suppliers now need to be a part of this atmosphere of constant engagement
  38. 38. TRAVEL BLOGGERS: PEOPLE WHO PUBLISH CONTENT ABOUT THEIR TRAVELS FOR OTHERS TO READ...
  39. 39. WHO ISN’T A BLOGGER...?
  40. 40. IT MAY NOT ALWAYS BE GOOD...
  41. 41. BUT IT CAN BE REALLY REALLY GOOD...
  42. 42. What do people love to talk about?
  43. 43. THE SINGLE STUPIDEST THING YOU CAN DO IN THE TRAVEL TRADE...
  44. 44. AND I CAN GUARANTEE LOTS OF YOU DO IT...
  45. 45. QUESTION...
  46. 46. DOYOU GIVEYOUR GUESTS AN ELECTRICITY AND WATER BILL WHEN THEY CHECK OUT?...
  47. 47. THAT WOULD BE CRAZY...
  48. 48. THEN WHYDOYOU CHARGE THEM TO USE THE INTERNET?...
  49. 49. KEEPING IT SIMPLE
  50. 50. Had I the heavens' embroidered cloths, Enwrought with golden and silver light, The blue and the dim and the dark cloths Of night and light and the half-light, I would spread the cloths under your feet: But I, being poor, have only my dreams; I have spread my dreams under your feet; Tread softly because you tread on my dreams.
  51. 51. OR....
  52. 52. It’s aVisual Medium: Show Me Don’t Tell Me
  53. 53. Show me an experience that inspires me...
  54. 54. Travel specific searches on YouTube have doubled in the past year...
  55. 55. The Media Rules have changed...
  56. 56. MEDIA IS NOW YOU AND ME-DIA
  57. 57. Individuals Become Broadcasters & Syndicators
  58. 58. Content GoesViral • Content is easy to produce and easy to share • Once released into cyberspace, users share, refer and pass on content to each other • It spreads and it spreads fast...
  59. 59. ENTIRE CAMPAIGNS ARE NOW RUN VIRALLY
  60. 60. It’s all about Co-Creation...
  61. 61. You and your Audience Sharing and Shaping Content...
  62. 62. The Market is more creative than the Marketer...
  63. 63. Anything can become popular... and creative
  64. 64. Nek Minnit...
  65. 65. News Reporting...
  66. 66. The power of groups and influencers...
  67. 67. It doesn’t always work
  68. 68. 40% of the accounts and 8% of the messages on social media sites are fake or spam
  69. 69. The Challenge of Social ROI
  70. 70. Pareto
  71. 71. The Trivial Many TheVital Few 80% of results 20% of results
  72. 72. Selling the Sizzle...!!
  73. 73. “Don’t Sell the Steak, Sell the Sizzle..”
  74. 74. Well, yes but...
  75. 75. You do need a steak... Because sizzle alone is just hot air..
  76. 76. Consider your Cow...
  77. 77. Consider your Buffalo...
  78. 78. User Generated Content: Raw, Real, Reliable...
  79. 79. THIS CONTENT IS ENGAGING... LITERALLY
  80. 80. SUCCESSFUL SOCIAL MEDIA CONVERSION REQUIRES CONSTANT ENGAGEMENT
  81. 81. HOW PEOPLE USE FACEBOOK
  82. 82. WHO SEESYOUR STUFF
  83. 83. Conversion • There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential • As search and social becomes increasingly monetized branding alone is not a good investment • To see return on your online investment you need to convert
  84. 84. SOCIAL SELLS • US online buyers who were led to their purchase by a search engine or social media site • Search: 51% • Search and social: 48% • Social: 1%
  85. 85. Your Content direct to the Right Audience...
  86. 86. Opinions are important
  87. 87. Trip Advisor
  88. 88. The final ingredient...
  89. 89. 4.8 billion people now own mobile phones. 4.2 billion own a toothbrush
  90. 90. MOBILE STATS • Phone users now send or receive an average of 35 messages per day • Email opens on smartphones have increased 80% over the last six months • 73% of smartphone owners access social networks through apps at least once per day • Mobile commerce is projected to ten-fold from 2010 ($3 billion) to 2016 ($31 billion)
  91. 91. THE FUTURE IS MOBILE AND LOCATION BASED • Tools,Apps and Sites that know where you are are becoming very popular • Find information and contacts around you • Post, report and relate to your content • More and more destinations are focussing on Location Based Services
  92. 92. TheValue of a Checkin
  93. 93. Next....
  94. 94. Google Glass
  95. 95. Too much?
  96. 96. Don’t forget how important you are...
  97. 97. Only 27% of online business leads are sales-ready when first generated
  98. 98. CONSUMER CYCLE
  99. 99. LET’S MAKE SOME BUZZ
  100. 100. CATS
  101. 101. BREAKING BAD
  102. 102. RANDOM MEMBERS OF THE PUBLIC DANCING REALLY BADLY
  103. 103. THANKYOU damian@e-tourismfrontiers.com www.e-tourismfrontiers.com

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