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Introduction to the 2013 E-Tourism Africa Summit
 

Introduction to the 2013 E-Tourism Africa Summit

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Introduction session by Damian Cook CEO of E-Tourism Frontiers

Introduction session by Damian Cook CEO of E-Tourism Frontiers

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    Introduction to the 2013 E-Tourism Africa Summit Introduction to the 2013 E-Tourism Africa Summit Presentation Transcript

    • WE WILL BE STARTING IN 5 MINUTES
    • Wifi Password: capetown
    • Hashtag: #ETAS13
    • DAMIAN COOK @damiancook
    • Relationships...
    • Friendships...
    • JUST A SECOND...
    • 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
    • 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
    • The rate of adoption is increasing...
    • An environment of constant change
    • Evolution of Travel...
    • • 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
    • We need to keep evolving...
    • Where am I going?
    • 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
    • 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
    • 308,000 Tweets per minute... and a new dictionary definition...
    • ‘Breaking’ and ‘Bad’ become long term global trends on Twitter
    • Travel in an online and social world...
    • 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
    • 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...
    • THE FUTURE OF GROWTH WILL BE ABOUTYIELD AND NOT ARRIVALS
    • THE FUTURE TRAVELLER WILL TRAVEL LESS AND EXPECT MORE...
    • THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING BLAND GENERIC STATEMENTS
    • ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND SOCIAL MEDIA
    • SELL AN EXPERIENCE
    • SELL A STORY...
    • • 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
    • 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
    • What Does That Mean?
    • Our Users Are In Control
    • You need to work with them...
    • Leading Source for Travel Information
    • 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
    • VICARIOUS TRAVEL
    • 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
    • TRAVEL BLOGGERS: PEOPLE WHO PUBLISH CONTENT ABOUT THEIR TRAVELS FOR OTHERS TO READ...
    • WHO ISN’T A BLOGGER...?
    • IT MAY NOT ALWAYS BE GOOD...
    • BUT IT CAN BE REALLY REALLY GOOD...
    • What do people love to talk about?
    • THE SINGLE STUPIDEST THING YOU CAN DO IN THE TRAVEL TRADE...
    • AND I CAN GUARANTEE LOTS OF YOU DO IT...
    • QUESTION...
    • DOYOU GIVEYOUR GUESTS AN ELECTRICITY AND WATER BILL WHEN THEY CHECK OUT?...
    • THAT WOULD BE CRAZY...
    • THEN WHYDOYOU CHARGE THEM TO USE THE INTERNET?...
    • KEEPING IT SIMPLE
    • 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.
    • OR....
    • It’s aVisual Medium: Show Me Don’t Tell Me
    • Show me an experience that inspires me...
    • Travel specific searches on YouTube have doubled in the past year...
    • The Media Rules have changed...
    • MEDIA IS NOW YOU AND ME-DIA
    • Individuals Become Broadcasters & Syndicators
    • 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...
    • ENTIRE CAMPAIGNS ARE NOW RUN VIRALLY
    • It’s all about Co-Creation...
    • You and your Audience Sharing and Shaping Content...
    • The Market is more creative than the Marketer...
    • Anything can become popular... and creative
    • Nek Minnit...
    • News Reporting...
    • The power of groups and influencers...
    • It doesn’t always work
    • 40% of the accounts and 8% of the messages on social media sites are fake or spam
    • The Challenge of Social ROI
    • Pareto
    • The Trivial Many TheVital Few 80% of results 20% of results
    • Selling the Sizzle...!!
    • “Don’t Sell the Steak, Sell the Sizzle..”
    • Well, yes but...
    • You do need a steak... Because sizzle alone is just hot air..
    • Consider your Cow...
    • Consider your Buffalo...
    • User Generated Content: Raw, Real, Reliable...
    • THIS CONTENT IS ENGAGING... LITERALLY
    • SUCCESSFUL SOCIAL MEDIA CONVERSION REQUIRES CONSTANT ENGAGEMENT
    • HOW PEOPLE USE FACEBOOK
    • WHO SEESYOUR STUFF
    • 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
    • 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%
    • Your Content direct to the Right Audience...
    • Opinions are important
    • Trip Advisor
    • The final ingredient...
    • 4.8 billion people now own mobile phones. 4.2 billion own a toothbrush
    • 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)
    • 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
    • TheValue of a Checkin
    • Next....
    • Google Glass
    • Too much?
    • Don’t forget how important you are...
    • Only 27% of online business leads are sales-ready when first generated
    • CONSUMER CYCLE
    • LET’S MAKE SOME BUZZ
    • CATS
    • BREAKING BAD
    • RANDOM MEMBERS OF THE PUBLIC DANCING REALLY BADLY
    • THANKYOU damian@e-tourismfrontiers.com www.e-tourismfrontiers.com