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Developing a Social Strategy for the Group Travel Industry

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This session has the objective to better understand the perspective of group travel distribution in the social web ecosystem. How to adapt to this new reality? We will try to better understand this …

This session has the objective to better understand the perspective of group travel distribution in the social web ecosystem. How to adapt to this new reality? We will try to better understand this ecosystem by looking at opportunities to drive qualified trafic in search engines and social networks for travel distributors. Effective business models and how to optimize online offer description will also be discussed.

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    • 1. Developing a Social Strategy for
      the Group Travel Industry
      Jean-François Renaud, Partner
      Karine Miron, Internet Strategist - Tourism
    • 2. « We are obsessed about conversions » - Adviso
      We are a team of almost 30 specialists providing Internet strategy and marketing services
      We count more than 100 organizations as our clients
      We are the most Google-certified company in Eastern Canada
    • 3. A Strong Experience in Tourism
    • 4. Presentation Syllabus
      • Introduction to Web 2.0
      • 5. Trends for travel and tourism online distribution
      • 6. How to optimize your offer for Web
      • 7. How to take advantage of the New Revenue Models
      • 8. Case Studies
    • introduction toweb 2.0
    • 9. Social Network Services
      • The migration from a closed operating system to an open social network platform.
      • 10. The necessity of a virtual presence to claim your physical presence.
    • Canadians and Social Networks
      • Canadians are the most active social networkers
      • 11. 80% of Canadians have visited a social network service this year, 63% have read a blog
    • Canadians and Social Networks
      • 52% of Canadians visit Facebookalmost daily
      # of users
      Canada: 15 354 880
      Quebec: 2 918 220
      Montreal: 2 104 580
    • 12. Social Networks
      • Beyond Facebook, thousand of networks encourage chatting and contentsharing
    • Social Network Users
    • 13. The Most Important Slide
    • 14. The Second Most Important Slide
      Do not skip steps
    • 15. Trendsfor travel and tourism online distribution
    • 16. Major Online Players
      OTA/OTO
      Expedia (Trip Advisor, etc.)
      Travelocity
      PriceLine
      Orbitz
      Travel MetaSearch Engine
      Kayak
      Bing Travel
      Etc.
      Other Players
      HotWire
    • 17. Today’s Competitive Landscape
    • 18. Emerging Players
      Google’s Acquisition of ITA Software...so what’s next?
      Google Shopping: Online Shopping Comparison Engine
      Don’t be evil? What about Google’s policy on tourism?
      Bing also has shopping engine
    • 19. Search Ecosystem is Changing
      Desintermediation (++ competition on Google)
      TO, travel agencies, Review sites (Affiliates), consolidators : everybody wants to be found by consumer
      Reintermediation
      Newcomers are playing new roles : inspiring (Wanderfly), comparing (Kayak), Group Travel Planning (Groople…)
    • 20. Traveler Online Search Behaviours
      • The Top 4 Online Travel Resources:
      • 21. Search Engine: 72%
      • 22. Online Booking Sites: 58%
      • 23. Consumer Testimonial Sites: 26%
      • 24. Travel Information Sites: 19%
    • Traveler Online Search Behaviours
      • Leading Travel Websites:
      • 25. Expedia: 42%
      • 26. Travelocity: 41%
      • 27. Orbitz: 31%
      • 28. Hotel brand Websites: 30%
      • 29. Airline Brand Website: 28%
      • 30. Hotel.com: 21%
      • 31. Priceline.com: 18%
      • 32. Yahoo! Travel: 16%
    • How to Optimize your OffeR
    • 33. Rule number 1: Don’t try to be everything for everyone
    • 34. Rule number 2: If your content is not indexed, you don’t exist to search engine AND users
    • 35. Rule number 3:
      Be listed and linked online
      • Link Building Strategy: More effective!
    • Rule number 4: Create Optimized Landing Pages that you can use again for different campaigns
      • Clear Call to action
    • Rule Number 5:
      Tell the Story and Humanize
    • 36. Rule number 6: Connect with your customers and encourage testimonials and storytelling
    • 37. Rule number 7: Make your offer data open and available
    • 38. HOW TO Take advantage of New revenue models
    • 39. Aggregators
    • 40. Affiliation
    • 41. Drive qualified traffic to your website
    • 42. Organic Traffic (SEO) versus PPC
    • 43. Crash Course 101 : Boost your SEO
      How do yourank for your main keyword ?
      Make sure Google canbrowseyour site
      Optimizeyour TITLE tags !
      Ask links to yournaturalpartners
      Describeyouroffer in WORDS
    • 44. Travel Search Trends
      • Agence de voyage: agence voyage (40 500)
      • 45. Appellation voyage: Voyage (550 000)
      • 46. Destinations: Voyage a quebec (18 100), Voyage Cuba (8100), Voyage Mexique (2900), voyage montreal (14800)
      • 47. Types de voyage: Voyage organisé (9900), voyage groupe (3600)
      • 48. Forfait: Forfait voyage (6600)
      • 49. Incitatif: Voyage a rabais (165 000)
      • 50. Information: Récit voyage (720), guide voyage (2900)
    • Take a look at your competitors
      Who bided to be first on travel agency
      Who is first on travel agency
    • 51. Pay-per-click (PPC) Advantages
    • 52. Pay-per-click Workflow
    • 53.
    • 54. Vertical Search
    • 55. Local Search
    • 56. listen and Take advantage of Social networks
    • 57. Tip number 1: Inspire and connect with your customers on social networks on your own website
    • 58. Tip number 2: Increase Loyalty and Create New Travel Opportunities with Existing Customers
    • 59. Tip number 3: Be part of Niche Communities related to your offer and customers
      Interest Community
      Group Travel Community
    • 60. Tip number 4: Engage with Real Travelers/Bloggers
    • 61. Tip number 5: Monitor to be aware of your online reputation AND react
    • 62. Subscribe to our contest !
      Just give us your business card to win a one-day, 500$ value Google Analytics training in Montreal or Quebec
    • 63. Let’s Keep In Touch!
      Jean-François Renaud, Partner
      KarineMiron,
      Internet Strategist - Tourism
      Website: http://www.adviso.ca/
      Blog: http://www.adviso.ca/blog/
      Facebook: http://www.facebook.com/adviso/
      Twitter: http://www.twitter.com/adviso/
      LinkedIn: http://www.linkedin.com/companies/adviso/
    • 64. Thank You!
      Jean-François Renaud, Partner
      KarineMiron, Internet Strategist - Tourism

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