Travel 2.0 & The New Connected Economy  19th Feb 2008 John Horsley  Client Services Director Econsultancy
Fragmentation of media |   19th Feb 2008 |   |   Presentation : John Horsley, Client Services Director, Econsultancy
Media consumption |   19th Feb 2008 |   Source: Metrica Nov 2008 |   Presentation : John Horsley, Client Services Director...
Increase in ‘social’ activities |   19th Feb 2008 |   Source: Synovate |   Presentation : John Horsley, Client Services Di...
The Social Media Landscape |   19th Feb 2008 |   Presentation : John Horsley, Client Services Director, Econsultancy |
Blogosphere Blogosphere is a collective term encompassing all blogs and their  interconnections. It is the perception that...
What is a Blog? The Lines Continue To Blur Wikipedia defines blogs as: * A Blog (a contraction of the term "Web log&q...
The size of the blogosphere
Growth of the Blogosphere
What do people blog about?  |   19th Feb 2008 |   Presentation : John Horsley, Client Services Director, Econsultancy |
‘Cyprus’ specific blog posts
‘ Cyprus Limassol’ specific blog posts
How do you compare? Tags:  cyprus   vs.  Sicily   vs.  tenerife   vs.  Tunisia
Microblogging |   19th Feb 2008 |   |   Presentation : John Horsley, Client Services Director, Econsultancy
Microblogging |   19th Feb 2008 |   |   Presentation : John Horsley, Client Services Director, Econsultancy
Wikis  |   19th Feb 2008 |   |   Presentation : John Horsley, Client Services Director, Econsultancy invoices
Travel Review Sites Travel-focused social media allows consumers to “get the scoop” about the  facilities and service of h...
The power of a review 78% believe that consumer recommendations are the most credible form of advertising. (Nielsen, “word...
JupiterResearch, found that Online social network users  were three times more likely to trust their peers' opinions over ...
Travel Search Engines
Travel Communities
Flickr 158,085 results = Cyprus  Flickr 7,046 results = Cyprus + Beach Flickr 2,646  results = Cyprus Hotel  Flickr 3,687 ...
So now you know a bit more about social media, what do you do next?
Media sharing |   19th Feb 2008 |   |   Presentation : John Horsley, Client Services Director, Econsultancy
Video, Images & Maps on-site |   19th Feb 2008 |   |   Presentation : John Horsley, Client Services Director, Econsultancy
Google Alerts |   19th Feb 2008 |   |   Presentation : John Horsley, Client Services Director, Econsultancy
Social Search Tools
 
 
Buzz Monitoring
 
 
 
 
Engagement Strategy |   19th Feb 2008 |   <ul><li>Monitor the online environment </li></ul><ul><li>Set up tools to researc...
Measurement |   19th Feb 2008 |   <ul><li>Some examples of online measurements: </li></ul><ul><ul><li>Influence – mentions...
Some ideas to leave you with <ul><li>Use blog content to your improve web sites performance </li></ul><ul><li>Leave commen...
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Travel 2.0 and the connected economy

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Presentation delivered by John Horsley at emergence-09 2 day digital marketing conference for members of the the Cyprus Tourist Organisation

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  • Adding images, video and maps helps provide consumers with a tool to plan where they want to stay and get a much better feel for the hotel, it’s qualities and it’s location. Site that have incorporated video such as Thomson or Thomas cook have seen conversions rise by over 25%. If they are doing this so could you and being local you should have access to better content than they do, so think about what you are sat on and what you can be doing with it. Use this content create blogs on your site that appeal to diverse interests not just someone searching for a hotel. Sell me your culture, sell me the experience of Cyprus though providing useful and informative content. If I searched on google for the historic places or legends and mythology I would be happy to bet you that I would not be landing on your sites but people want to come to Cyprus for more than bucket and spade holidays the consumer has moved on and you need to offer them more to compete.
  • Transcript of "Travel 2.0 and the connected economy"

    1. 1. Travel 2.0 & The New Connected Economy 19th Feb 2008 John Horsley Client Services Director Econsultancy
    2. 2. Fragmentation of media | 19th Feb 2008 | | Presentation : John Horsley, Client Services Director, Econsultancy
    3. 3. Media consumption | 19th Feb 2008 | Source: Metrica Nov 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
    4. 4. Increase in ‘social’ activities | 19th Feb 2008 | Source: Synovate | Presentation : John Horsley, Client Services Director, Econsultancy
    5. 5. The Social Media Landscape | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy |
    6. 6. Blogosphere Blogosphere is a collective term encompassing all blogs and their interconnections. It is the perception that blogs exist together as a connected community (or as a collection of connected communities) or as a social network. The term resembles the older word logosphere (from Greek logos meaning word, and sphere, interpreted as world), the &quot;the world of words”. Reference Wikipedia By June of 2008 blog aggregator Technorati had indexed 133,000,000 blog records. Reference Technorati
    7. 7. What is a Blog? The Lines Continue To Blur Wikipedia defines blogs as: * A Blog (a contraction of the term &quot;Web log&quot;) is a Web site, 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. * The Blogosphere is the collective community of all blogs. Since all blogs are on the Internet by definition, they may be seen as interconnected and socially networked. Discussions &quot;in the Blogosphere” have been used by the media as a gauge of public opinion on various issues. 95% of the top 100 US newspapers have reporter blogs
    8. 8. The size of the blogosphere
    9. 9. Growth of the Blogosphere
    10. 10. What do people blog about? | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy |
    11. 11. ‘Cyprus’ specific blog posts
    12. 12. ‘ Cyprus Limassol’ specific blog posts
    13. 13. How do you compare? Tags: cyprus vs. Sicily vs. tenerife vs. Tunisia
    14. 14. Microblogging | 19th Feb 2008 | | Presentation : John Horsley, Client Services Director, Econsultancy
    15. 15. Microblogging | 19th Feb 2008 | | Presentation : John Horsley, Client Services Director, Econsultancy
    16. 16. Wikis | 19th Feb 2008 | | Presentation : John Horsley, Client Services Director, Econsultancy invoices
    17. 17. Travel Review Sites Travel-focused social media allows consumers to “get the scoop” about the facilities and service of hotels they don’t know, from other travelers, online and in real time. 4 million reviews, covering 200,000+ hotels and attractions TripAdvisor reports an estimated 80% of all comments are positive.
    18. 18. The power of a review 78% believe that consumer recommendations are the most credible form of advertising. (Nielsen, “word of mouth the Most Powerful Selling Tool, 2007). Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. (&quot;Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape,&quot; JupiterResearch, March 2007)
    19. 19. JupiterResearch, found that Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. comScore found consumers were willing to pay between 20 to 99% more for a 5-star rated product than for a 4-star rated product, depending on the product category. (comScore/Kelsey, October 2007) Nielson concluded that 81% of online holiday shoppers read online customer reviews..
    20. 20. Travel Search Engines
    21. 21. Travel Communities
    22. 22. Flickr 158,085 results = Cyprus Flickr 7,046 results = Cyprus + Beach Flickr 2,646 results = Cyprus Hotel Flickr 3,687 results Cyprus Larnaca Flickr 13,076 results Limassol ‘ Cyprus’ Search Results Youtube 27,000 results = Cyprus Youtube 1,370 results = Cyprus Beach Youtube 2,790 results = Cyprus Hotel Youtube 1,260 results = Cyprus Larnaca
    23. 23. So now you know a bit more about social media, what do you do next?
    24. 24. Media sharing | 19th Feb 2008 | | Presentation : John Horsley, Client Services Director, Econsultancy
    25. 25. Video, Images & Maps on-site | 19th Feb 2008 | | Presentation : John Horsley, Client Services Director, Econsultancy
    26. 26. Google Alerts | 19th Feb 2008 | | Presentation : John Horsley, Client Services Director, Econsultancy
    27. 27. Social Search Tools
    28. 30. Buzz Monitoring
    29. 35. Engagement Strategy | 19th Feb 2008 | <ul><li>Monitor the online environment </li></ul><ul><li>Set up tools to research blogs, </li></ul><ul><li>UGC, social media, other online media </li></ul><ul><li>ID key commentators and influencers and their Connections </li></ul><ul><li>Evaluate </li></ul><ul><li>What metrics will you use? </li></ul><ul><li>Measure analytics / ‘Buzz’ monitoring </li></ul><ul><li>What worked, what didn’t </li></ul><ul><li>- Evolve </li></ul>| Presentation : John Horsley, Client Services Director, Econsultancy <ul><li>Plan how you will communicate </li></ul><ul><li>What are your objectives </li></ul><ul><li>How you will achieve coverage/ engagement - How to monitor it effectively </li></ul><ul><li>How to measure it effectively </li></ul><ul><li>What will success look like? </li></ul><ul><li>Review as a part of an integrated strategy </li></ul><ul><li>Tactics </li></ul><ul><li>and tools </li></ul><ul><li>Review tools and consider tactics to suit your objectives </li></ul><ul><li>What is your social currency </li></ul><ul><li>Who are your conversationalists </li></ul><ul><li>Integrate with marketing/PR plans </li></ul><ul><li>Engage </li></ul><ul><li>Supply content to influential bloggers </li></ul><ul><li>Supply content to journalists </li></ul><ul><li>Engage in leaving comments </li></ul><ul><li>Linking strategy </li></ul><ul><li>Form influential connections on social sites </li></ul><ul><li>Build groups around content </li></ul><ul><li>Post articles </li></ul><ul><li>Post optimised press releases </li></ul><ul><li>Post video and image content </li></ul><ul><li>Adopt social features to sites </li></ul>
    30. 36. Measurement | 19th Feb 2008 | <ul><li>Some examples of online measurements: </li></ul><ul><ul><li>Influence – mentions, links etc from high authority sources </li></ul></ul><ul><ul><li>Engagement – friends, video/podcast downloads, webchat participants, whitepaper subscriptions, RSS subscribes, tweets, diggs </li></ul></ul><ul><ul><li>Sentiment analysis – positive/negative/neutral article, blog comments, bookmarking meta data </li></ul></ul><ul><ul><li>Increase in referral URL links, visits to site from media, blogs, forums, social networks – track impact on sales/quotes/acquisitional behaviour </li></ul></ul><ul><ul><li>Increase in site visits, page impressions, times on site </li></ul></ul><ul><ul><li>Effect on organic search ranking – in-links, positioning against campaign keywords etc </li></ul></ul><ul><ul><li>Effect on Google Page Rank </li></ul></ul>| Presentation : John Horsley, Client Services Director, Econsultancy
    31. 37. Some ideas to leave you with <ul><li>Use blog content to your improve web sites performance </li></ul><ul><li>Leave comments on key travel sites and influential blogs </li></ul><ul><li>Add comments to your site </li></ul><ul><li>Have guest make comments on review sites </li></ul><ul><li>Build connections on social media sites </li></ul><ul><li>Join or create groups on social sites </li></ul><ul><li>Post videos to sites like YouTube and to your own </li></ul><ul><li>Post Images to photo sharing site </li></ul><ul><li>Measure buzz and reach out to influencers </li></ul><ul><li>Create & Distribute Content </li></ul>

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