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Interactive marketing presentation/guest college I gave at PHL (Provinciale Hogeschool Limburg) and BBS/KHBO (Katholieke Hogeschool Brugge - Oostende)

Interactive marketing presentation/guest college I gave at PHL (Provinciale Hogeschool Limburg) and BBS/KHBO (Katholieke Hogeschool Brugge - Oostende)

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  • No consultant talk
  • > Marketing is about figures
  • Do you find this a good campaign? Why? Reach vs conversion? TNT – telenet – channel? – audience – US viewers – second campaign
  • Pan-”European” travel companyGermany, UK, The Netherlands, Belgium, France, Luxembourg, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, Russia, Canada & India3200 travel agents33 tour operators (Eg. Neckermann, Pegase)33.000 employees95 airplanes
  • Facebook awarenes 100%62% on facebookRest: less importantFancy networks: instagram/pinterest: no importance yet
  • Male: we need more female!75% wealthy populationAverage smatphone use: 30% Only Half is employed!
  • 28% have a smartphone (compared to 45% eu)
  • 1 out 10!
  • DM / social /email /sales/POS
  • Left: knowRight: use
  • Createyourowntipping point
  • Transcript

    • 1. Thomas Cook Belgium 20 years experience Social Marketing Forum Innovation & Marketing Projects ®Evolution Founder HANS SMELLINCKX Multi-channel Marketing Social Media CRM E-mail Marketing Mobile Marketing Digital Marketing Blogger Metrics, KPI’s & dashboarding Branding & Reach Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be
    • 2. Beyond pretty pictures
    • 3. Beyond sexyness
    • 4. Money ?
    • 5. Business like we knew it
    • 6. Random Act of Kindness
    • 7. Thomas Cook Belgium is…
    • 8. Thomas Cook is… Pan-”European” travel company Germany, UK, The Netherlands, Belgium, France, Luxembourg, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, Russia, Canada 3200 travel agents 33 tour operators (Eg. Neckermann, Pegase) 33.000 employees 95 airplanes
    • 9. Challenging landscape Tourism Consumer
    • 10. Multi-channel Marketing
    • 11. ®Evolution
    • 12. Source: Insites Consulting
    • 13. Lessthan 5% of allmessage s arenegative
    • 14. Source: Insites Consulting
    • 15. Source: Insites Consulting
    • 16. Source: Insites Consulting
    • 17. Dumbphoning
    • 18. We are with 10 million
    • 19. Second screen1million Tablets in Belgium
    • 20. What is a brand?Not a logo Not a typeface Not a tagline
    • 21. A brand is whatpeople think it is!
    • 22. Brands = change
    • 23. Source: Philips Innovation Team
    • 24. The brandSymphonyfromPhilips
    • 25. Customer journey
    • 26. Connecting the dots
    • 27. Multi-device
    • 28. 10 minute break…
    • 29. Goal
    • 30. Goal
    • 31. Strategy1.What’s your goal2.Create a strategic cross-channel Marketing plan3.Social media policy & escallation procedure4.Listen & research5.Engage (advertise, post, etc)6.Build (every step is a next level)7.Freak out
    • 32. Marketing is never adhoc
    • 33. Share yourpassion
    • 34. x Low “LEADS” Medium HotWebsite clientLanding page(s) E-mail DM process Web & iDTV Call center Automatic process Follow - up
    • 35. The channels
    • 36. FailFast
    • 37. Every campaign
    • 38. Focus
    • 39. Facebook for branding Offers Engage Regularly posts about offers, Use polls and questions to pleople are a fan because get a better feeling with your they want to receive market and target audience promotions! Be active to activate the active sharing. Info Advertise Share content and your Increase you database by history. Also informing people using the advertising methods who is behind the facebook page, make it human
    • 40. Linkedin for recruits Jobs Use it as a lead generation platform for good candidates. Linkedin should be a central Engage tool for your recruitment strategy Get a feeling out of your B2B market Info Advertise Share information to travel agents. B2B communication Use the possibilities of a pro account.
    • 41. Youtube for visual harvesting Content hosting Engage Host your commercial Youtube allows you to create oriented movies on 1 platform interaction videos. Remember the Tipex video? SEO Advertise Tag your content with links and tags, so it is reachable Advertise in similar videos through search as well. and may be you’ll pop-up in the ones of your competition
    • 42. Twitter for customer service & journalism Customer service Twitter can be a quick platform to detect problems on destination journalism Distribute your content to twitter first. Twitter’s population is overcrowded with journalists and news is being made on twitter.
    • 43. Google+ for seo Offers Engage Same strategy as Facebook Cf facebook Info Adverteer Cf. Facebook. Cf facebook SEO
    • 44. What about…. 18 1 7 1
    • 45. DATA CLUTTER BIG DATA
    • 46. Connect the dots
    • 47. It’s not a sprint!
    • 48. It’s a marathon!
    • 49. Money!
    • 50. You’ve sometime…
    • 51. First signs of thefuture
    • 52. Questions ?
    • 53. Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be