H&I Web 2.0


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Presentation slides from the Highlands and Islands Web 2.0 sessions held in Campbeltown, Dunoon and Oban

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  • About this module We are recommending the use of a simplified Balanced Scorecard approach to help in preparing your ICT/Business Transformation Strategy Paper. Used effectively, this will ensure that your future investments in ICT are fully aligned with and supportive of your overall business goals and objectives i.e. ‘Business First and Then Technology’. This Module contains the support material you will need to help you prepare your ICT/Business Transformation Strategy Paper.
  • H&I Web 2.0

    1. 1. Highlands and Islands Enterprise International Marketing and Web 2.0 Author: Alan Stevenson and Dr. Jim Hamill March, 2009
    2. 2. Welcome <ul><li>This Highlands and Islands Enterprise seminar has been developed to help you take advantage of the opportunities for internationalisation presented by ICT and the Internet - from a ‘customer led’ perspective and taking into account the opportunities presented by Web 2.0 </li></ul><ul><li>Your Presenters: </li></ul><ul><li>Alan Stevenson/ Jim Hamill </li></ul>
    3. 3. Internationalisation and the Internet <ul><li>SMEs face a number of barriers or obstacles when going international </li></ul><ul><li>Used effectively, the Internet can help to over come these barriers </li></ul><ul><li>Used effectively, the internet provides a powerful, low cost ‘gateway’ to global markets </li></ul><ul><li>Exciting new opportunities are emerging with the growth of Web 2.0 </li></ul>
    4. 4. Internationalisation and the Internet <ul><li>But success in a Web 2.0 environment requires new ‘mindsets’ and new approaches to business strategy development and international marketing </li></ul><ul><li>Marketing as a conversation with your customers; as a conversation with your network </li></ul>
    5. 6. ‘ The times they are a changing’ <ul><li>Come gather 'round people </li></ul><ul><li>Wherever you roam </li></ul><ul><li>And don’t criticise </li></ul><ul><li>What you can't understand </li></ul><ul><li>Your sons and your daughters </li></ul><ul><li>Are beyond your command </li></ul><ul><li>Your old road is </li></ul><ul><li>Rapidly agin‘ </li></ul><ul><li>Then you better start swimmin’ </li></ul><ul><li>Or you'll sink like a stone </li></ul><ul><li>For the times they are a-changin’ </li></ul><ul><li>Bob Dylan </li></ul>
    6. 7. Workshop Content <ul><li>An Overview of Web 2.0 – what is it? </li></ul><ul><li>Web 2.0 in Action - examples </li></ul><ul><li>Web 2.0 and Your Business - practical advice </li></ul><ul><li>Next Steps: Web 2.0 strategy development and implementation </li></ul>
    7. 8. Questions and Comments <ul><li>Don’t bother because we don’t really care if you have any questions, what your opinion is or what you think; if you ask a question we will ignore you </li></ul>
    8. 9. Web 2.0: An Overview <ul><li>What is it? </li></ul><ul><ul><li>Business impact? </li></ul></ul><ul><ul><ul><li>Opportunities and threats? </li></ul></ul></ul>
    9. 10. What Is It? <ul><li>A new buzz word coined by management consultants to encourage us to part with our hard earned cash </li></ul><ul><li>or </li></ul><ul><li>A fundamental change in the way people use the Internet, their online expectations and experiences </li></ul>
    10. 11. What Is It? <ul><li>It’s a fundamental, revolutionary change…… </li></ul><ul><li>Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries </li></ul><ul><li>Major opportunities for businesses to engage with their customers/ with their network/ with their ‘tribe’ </li></ul><ul><li>Marketing as a ‘conversation’……….. </li></ul>
    11. 12. What Is It? <ul><li>All revolutions have ‘winners’ and ‘losers’. ‘Winners’ will be businesses who fully utilise the interactive power of Web 2.0 technology for building strong ‘1-to-1’ customer and network relationships - especially with their ‘Most Valuable’ and ‘Most Growable’ </li></ul><ul><li>Those who fully leverage Web 2.0 for ‘Identifying, Acquiring, Retaining and Growing ‘Quality’ Customers </li></ul><ul><li>Requires a new ‘mindset’ and new approaches to business strategy development and implementation </li></ul>
    12. 13. Web 2.0 <ul><li>A fundamental change in the way people use the Internet ……. Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by </li></ul><ul><ul><li>Information ‘pull’ rather than ‘push’ </li></ul></ul><ul><ul><li>User generated content </li></ul></ul><ul><ul><li>Openness, sharing, collaboration, interaction, communities, and social networking </li></ul></ul><ul><li>‘ Power to the people’ – Web 2.0 empowers people </li></ul><ul><li>The revolutionary nature of these changes is having a profound impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries </li></ul>
    13. 14. Web 2.0 <ul><li>The end of the beginning of…….. </li></ul><ul><li>The read only Internet </li></ul><ul><li>The ‘tell them how good’ we are Internet </li></ul><ul><li>Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more) </li></ul><ul><li>The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages- -the ‘brand’ becomes the customer experience </li></ul><ul><li>The end of the ‘About Us’ web site…..and the beginning of the ‘About You’ web site </li></ul>
    14. 15. Web 2.0: An Overview <ul><li>Applications </li></ul><ul><ul><li>Features </li></ul></ul><ul><ul><ul><li>Implications </li></ul></ul></ul>
    15. 16. Applications Social Network Sites Social Content Social Bookmarks Blogs Wikis Virtual Realities RSS Feeds Podcasts Social Applications Mash Ups Mobile Web; Internet Telephony
    16. 17. <ul><li>These applications can be ‘internal’ to your own web site or the use of ‘external’ 2.0 sites </li></ul>
    17. 18. Characteristics Communities and Networks Interactivity Social Element Openness Peering Hosted Services Global Sharing Empowerment Mass Collaboration The Internet as the platform
    18. 19. Impact Business Intelligence Customer Interaction Sales & Marketing Customer Experience Customer Insight Processes and HRM Mindset Product Development Reputation Management Rich Internet Applications IT Infrastructure
    19. 20. International Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Business Impact Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
    20. 21. Business Impact <ul><li>The need for new approaches to business strategy development and international marketing </li></ul><ul><ul><li>Traditional approach: </li></ul></ul><ul><ul><ul><li>Product development – Differentiate – Market and Promote - Sell </li></ul></ul></ul><ul><ul><li>New model based on: </li></ul></ul><ul><ul><ul><li>Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally </li></ul></ul></ul>
    21. 22. The Groundswell <ul><li>Li and Bernoff (2008) </li></ul><ul><li>A spontaneous movement of people using online tools to connect, take charge of their own experiences and get what they need from each other (information, support, ideas, products, bargaining power etc) </li></ul><ul><li>The ‘groundswell’ is unstoppable – it’s a social revolution; a permanent, revolutionary shift in the way the world works </li></ul><ul><li>You can try to fight it or join it – ‘energise the groundswell’ </li></ul>
    22. 23. <ul><li>Some </li></ul><ul><li>Examples </li></ul>
    23. 24. <ul><li>The ‘Mindset’ of Web 2.0 </li></ul>
    24. 30. <ul><li>Review and </li></ul><ul><li>Recommendation Sites </li></ul>
    25. 31. Review and Recommendation Sites <ul><li>Travel and tourism – www.tripadvisor.com and many others </li></ul><ul><li>Consumer electronics - www.kelkoo.co.uk </li></ul><ul><li>Money – www.moneysupermarket.com </li></ul><ul><li>Universities - www.studentsreview.com </li></ul><ul><li>General – www.reviewcentre.com </li></ul><ul><li>etc </li></ul>
    26. 40. Others <ul><li>Lonely Planet Thorn Tree Travel Forum </li></ul><ul><li>Igougo </li></ul><ul><li>Holidaywatchdog </li></ul><ul><li>Review Centre </li></ul><ul><li>Holiday Check </li></ul><ul><li>Mytripbook </li></ul><ul><li>Gusto </li></ul><ul><li>Travelpost </li></ul><ul><li>Realtravel </li></ul><ul><li>Traveltogether </li></ul><ul><li>Yahoo trip planner </li></ul><ul><li>Some with interactive planning tools </li></ul>
    27. 41. <ul><li>O wad some Power the giftie gie us </li></ul><ul><li>To see oursels as ithers see us! </li></ul><ul><li>It wad frae mony a blunder free us , </li></ul>
    28. 43. In a Web 2.0 era, the brand becomes the customer experience of the brand Dubai hotel booking experience……
    29. 44. From the web site <ul><li>This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments. </li></ul><ul><li>The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. </li></ul><ul><li>Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest… </li></ul>
    30. 46. From Tripadvisor <ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel </li></ul><ul><li>Being a xxxxx hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. </li></ul><ul><li>Booking my stay via the xxxxx website after a pleasant experience at several other xxxxx locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel </li></ul>
    31. 48. <ul><li>YouTube </li></ul>
    32. 53. <ul><li>Don’t mess with the buffalos….. </li></ul><ul><li>41 million views </li></ul>
    33. 56. ROI to Kruger National Park <ul><li>Production/ marketing costs = 0 </li></ul><ul><li>Views = 41.4 million </li></ul>
    34. 57. <ul><li>Social/ Professional </li></ul><ul><li>Networking Sites </li></ul><ul><li>Building contacts, finding customers and partners </li></ul>
    35. 70. <ul><li>Finding customers </li></ul>
    36. 71. Safety Harness Company <ul><ul><li>About Us : I am a manufacturer of safety harnesses for industrial use. My belay system is an innovative design It ensures that users (injured or not) are returned to ground safely. </li></ul></ul><ul><ul><li>My target customers : Health & Safety Equipment Resellers; Health & Safety Consultants; Health & Safety Representatives </li></ul></ul><ul><ul><li>My target industries : Utilities, Construction; Other industries that require height work </li></ul></ul>
    37. 72. Safety Harness Company
    38. 73. Safety Harness Company
    39. 74. Real Ale Brewer <ul><ul><li>About Us: I am a producer of fine ales based in the North of Scotland </li></ul></ul><ul><ul><li>My target customers: </li></ul></ul><ul><ul><ul><li>Independent pubs; </li></ul></ul></ul><ul><ul><ul><li>Resellers (off-licence and supermarkets); </li></ul></ul></ul><ul><ul><ul><li>Direct to consumer markets; </li></ul></ul></ul><ul><ul><ul><li>Real Ale afficionados </li></ul></ul></ul>
    40. 75. Real Ale Brewer
    41. 76. Real Ale Brewer
    42. 77. Gay Hotel <ul><li>I run a small hotel in the Cairngorms National Park </li></ul><ul><li>Target customers – gay hill walkers </li></ul><ul><li>Where do I find them hanging out on the Internet? </li></ul>
    43. 79. <ul><li>Developing a Response </li></ul>
    44. 80. <ul><li>Web 2.0 and Your Business </li></ul><ul><li>Practical Advice </li></ul>
    45. 81. Practical Advice <ul><li>Getting started – personalise Google; set up Google alerts; create a Linkedin profile, connect and network, join groups; join other relevant social network sites; review and recommendation sites etc etc </li></ul><ul><li>‘ Think big; act small’ – agree a Web 2.0 ‘Vision’ and a staged approach for getting there </li></ul><ul><li>Agree strategic objectives (see MTB 2.0 example) </li></ul><ul><li>Key initiatives and actions for getting there </li></ul><ul><li>Performance review </li></ul>
    46. 82. Getting started <ul><li>Learn and get involved in the process… </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Google Reader </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>Blogs, Networks and other Sites </li></ul></ul><ul><ul><li>My Information Consumption Stats </li></ul></ul>
    47. 84. Getting started <ul><li>Google Alerts in Email </li></ul>
    48. 85. Getting started <ul><li>Google Reader </li></ul>
    49. 86. Getting started <ul><li>Site with RSS feed </li></ul>
    50. 87. Getting started <ul><li>Google Mobile Phone </li></ul>
    51. 88. Key Initiatives and Actions <ul><li>‘ Internal’ 2.0 </li></ul><ul><li>‘ External’ 2.0 </li></ul><ul><li>Business Process 2.0 </li></ul>
    52. 89. ‘ Internal’ 2.0 – Your Web Site <ul><li>Redevelopment of your site using Open Source Software e.g. Wordpress, Joomla or a hosted application </li></ul><ul><li>Which of the following sites use Open Source Software… </li></ul>
    53. 96. ‘ Internal’ 2.0 – Your Web Site <ul><li>Include the following features, where relevant: </li></ul><ul><ul><li>Blog/wiki </li></ul></ul><ul><ul><li>User generated content </li></ul></ul><ul><ul><li>Build community </li></ul></ul><ul><ul><li>Add social bookmarking </li></ul></ul><ul><ul><li>Mash-ups e.g. google maps, youtube, flickr </li></ul></ul><ul><ul><li>Podcasts/vodcasts </li></ul></ul>
    54. 103. ‘ Internal’ 2.0 – Your Web Site <ul><li>Think Big but take Small Steps… </li></ul>
    55. 106. ‘ Internal’ 2.0 – Your Web Site <ul><li>Proactive ‘marketing’ of your site using traditional Web 1.0 tools and ‘external’ Web 2.0 </li></ul><ul><li>Optimise your site and pages as before but also </li></ul><ul><li>Contribute or simply profile your business through relevant blogs and networks, it builds: </li></ul><ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Network effect (“word of mouth”) </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Page rank </li></ul></ul><ul><li>Measure impact, some of the tools may change… </li></ul>
    56. 108. ‘ External’ 2.0 <ul><li>Think Strategically </li></ul><ul><li>Select Intelligently (Google Alerts, RSS Feeds, RSS Reader) </li></ul><ul><li>Implement Effectively </li></ul><ul><ul><li>Video Community: YouTube </li></ul></ul><ul><ul><li>Image Community: Flickr </li></ul></ul><ul><ul><li>Blog Community: @Twitter, Your Blog </li></ul></ul><ul><ul><li>Professional Networks: LinkedIn, Plaxo, YourNetwork.com </li></ul></ul><ul><ul><li>Social Networks: Facebook, MySpace, Bebo </li></ul></ul>
    57. 109. <ul><li>http://www.youtube.com/user/starbucks </li></ul>
    58. 119. <ul><li>Web 2.0 and </li></ul><ul><li>Business Processes </li></ul>
    59. 120. Open Source <ul><li>Over 10,000 Open Source projects </li></ul><ul><li>Real alternatives exist to licensed software </li></ul><ul><li>The community uses, develops and improves </li></ul><ul><li>Free hosted solutions to build community and critical mass </li></ul><ul><li>New ways to interact with customers, suppliers and staff </li></ul><ul><li>New ways to rationalise processes </li></ul>
    60. 121. Web 2.0 and Business Processes <ul><ul><li>Web 2.0 solutions exist across the following: </li></ul></ul>
    61. 122. CRM <ul><ul><li>Commercial Hosted </li></ul></ul><ul><ul><ul><li>Salesforce.com </li></ul></ul></ul><ul><ul><ul><li>Netsuite </li></ul></ul></ul><ul><ul><ul><li>SageCRM </li></ul></ul></ul><ul><ul><li>Open Source and Light </li></ul></ul><ul><ul><ul><li>Zoho CRM </li></ul></ul></ul><ul><ul><ul><li>SugarCRM </li></ul></ul></ul><ul><ul><ul><li>vTiger </li></ul></ul></ul>
    62. 125. Office Productivity / Collaboration <ul><ul><li>Consider the following as truly best in class: </li></ul></ul><ul><ul><ul><ul><li>OpenOffice.org, Animoto, GIMP, Audacity </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Google Docs or Zoho – online document processing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>GCal or Doodle - calendaring </li></ul></ul></ul></ul><ul><ul><ul><ul><li>OpenProj – gantt charts, project management </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Central Desktop, Basecamp, WikiMedia – collaboration </li></ul></ul></ul></ul>
    63. 128. Communications <ul><ul><li>Web 2.0 has had an enormous impact on communication technologies: </li></ul></ul><ul><ul><ul><ul><li>Gmail / GChat , Twitter – email, video chat, tweets </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Skype – VoIP, video chat </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yugma or Powownow – desktop virtualisation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Zimbra – Open Source version of MS Exchange </li></ul></ul></ul></ul>
    64. 131. <ul><li>Web 2.0 Strategy </li></ul><ul><li>Development and Implementation </li></ul><ul><li>The Ten Key Questions </li></ul><ul><li>Case Example: MTB 2.0 </li></ul>
    65. 132. The Ten Key Questions <ul><li>What impact is Web 2.0 having on my business, my sector? What are the opportunities and threats? Is it that important? </li></ul><ul><li>Undertake a Web 2.0 audit. Where am I? What progress has been made? What level of knowledge/understanding do I have? What is the ‘gap’ that exists between the current and ‘ideal’ scenarios? </li></ul><ul><li>What are the major barriers/obstacles that need to be overcome? </li></ul><ul><ul><li>Knowledge and understanding </li></ul></ul><ul><ul><li>Vision </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Mindset </li></ul></ul><ul><ul><li>Organisational </li></ul></ul><ul><ul><li>etc </li></ul></ul>
    66. 133. The Ten Key Questions <ul><li>4. How do I/we start to get involved and learn more? </li></ul><ul><li>5. Seminars and workshops yes but also a DIY approach – see </li></ul><ul><li>previous slides </li></ul><ul><li>6. What are the main objectives to be achieved? How will we measure </li></ul><ul><li>performance? (KPIs). Ensure that Web 2.0 strategy is fully aligned </li></ul><ul><li>with and supportive of your core business strategy and objectives </li></ul><ul><li>7. Be customer led/ be network led. Think and act like a customer/ </li></ul><ul><li>think and act like a network </li></ul><ul><ul><li>Who are our customers? </li></ul></ul><ul><ul><li>Where will we find them ‘hanging out’ on the Internet? </li></ul></ul><ul><ul><li>How can we best enter into dialogue with them? </li></ul></ul>
    67. 134. The Ten Key Questions <ul><li>8. Web 2.0 strategy development - What 2.0 actions and initiatives will </li></ul><ul><li>provide us with the best ROI? Internal and external use of 2.0 </li></ul><ul><li>9. Implementation – what do we need to do to ensure efficient and </li></ul><ul><li>effective implementation? ‘On time, within budget delivery’ </li></ul><ul><li>ensuring that core business objectives are achieved </li></ul><ul><li>10. On-going performance measurement? How do we measure the </li></ul><ul><li>success of our Web 2.0 initiatives? </li></ul>
    68. 135. <ul><li>The Cairngorms Mountain </li></ul><ul><li>Biking 2.0 Programme </li></ul>
    69. 136. Vision/Mission <ul><li>To develop and implement a successful Web 2.0 strategy, ensuring that the CNP MTB sector leverages the full potential of the Internet for building and supporting a quality customer base i.e. a strong base of loyal, high value, high growth potential customers providing the MTB sector with a strong foundation for achieving sustained growth and competitiveness </li></ul><ul><li>The Programme will deliver real business benefits to the group, to individual participants and to the wider CNP tourism industry </li></ul><ul><li>The overall aim is to maximise the full potential of Web 2.0 for Identifying, Acquiring, Retaining and Growing Quality Customers; for building a vibrant and sustainable MTB tourism sector </li></ul>
    70. 137. Strategic Objectives <ul><li>Provide coordinated, accurate and up-to-date information about MTB in the Cairngorms National Park, making it easy for potential MTB visitors to find what they are looking for - information that is customised to the specific needs of different types of customer </li></ul><ul><li>Raise awareness and recognition of the MTB offering within the Park </li></ul><ul><li>Promote the strengths and ‘special qualities’ of MTB in the area; to inspire and motivate potential visitors to engage with CNP MTB, to encourage a ‘call to action’ by potential visitors </li></ul><ul><li>Market the Park as a ‘must visit’ destination for mountain bikers and a ‘must visit again’ destination for existing customers </li></ul><ul><li>Deliver a quality online customer experience, making it easy for potential MTB visitors to find what they are looking for, to plan and book their visits </li></ul>
    71. 138. Strategic Objectives <ul><li>Add value and encourage a ‘call to action’ at each stage of the ‘Customer Journey’ with CNP MTB i.e. raise awareness, convert awareness into action, visit planning, booking, pre-visit, visit and post visit stages </li></ul><ul><li>Increase the number of MTB visitors to the Park, the number of repeat visits and average spend per visit (exploit ‘up’ and ‘cross’ selling opportunities) </li></ul><ul><li>Use of Web 2.0 for building insight, knowledge and understanding about our customers (actual and potential) </li></ul><ul><li>Use of Web 2.0 for building customer dialogue and interaction (‘marketing as a conversation’); for encouraging customer feedback and comment </li></ul><ul><li>Exploit CRM opportunities and online word of mouth effects; energise the ‘groundswell’ (i.e. the global MTB community) </li></ul>
    72. 139. Strategic Objectives <ul><li>Achieve improvements in ‘Marketing Effectiveness’ and ‘Marketing Efficiency’ i.e. ROI </li></ul><ul><li>Build and support a quality customer base; Identify, Acquire, Retain and Grow Quality Customers </li></ul><ul><li>Foster and provide a platform for MTB Group collaboration covering Programme and non-Programme activities e.g. product development, signage, pressure group activities, engagement with other stakeholders (landowners, public sector, other tourism businesses (e.g. accommodation providers) and sectors (e.g. adventure tourism etc) </li></ul><ul><li>Support other marketing initiatives </li></ul><ul><li>Learn from ‘best practice’; to educate and mentor the MTB community in ‘best practice’ use of Web 2.0 </li></ul>
    73. 140. Financial Objectives <ul><li>Maximise both the ‘Effectiveness’ and ‘Efficiency’ of our sales and marketing efforts </li></ul><ul><li>‘ Marketing Effectiveness’ - Key Performance Indicators (KPIs) covering the following: </li></ul><ul><ul><li>Increase in visitor numbers </li></ul></ul><ul><ul><li>Increase repeat visits </li></ul></ul><ul><ul><li>Increase in visitor spend </li></ul></ul><ul><ul><li>Quality of our customer base </li></ul></ul><ul><ul><li>Strength of the relationship we have with ‘quality customers’ </li></ul></ul><ul><li>Under ‘Marketing Efficiency’, KPIs will be agreed covering marketing/sales cost savings from the better utilisation of Web 2.0. </li></ul>
    74. 141. MTB 2.0 <ul><li>The programme uses a simplified Balanced Scorecard approach to ensure that Web 2.0 actions and initiatives are fully aligned behind and supportive of agreed strategic/financial goals and objectives </li></ul><ul><li>Eight key priorities…….. </li></ul><ul><li>Programme progress will be reported on a regular basis on www.tourism2-0.co.uk </li></ul>
    75. 142. Eight Priorities <ul><li>Wiki presence </li></ul><ul><li>Image library/ flickr community </li></ul><ul><li>Develop a YouTube channel </li></ul><ul><li>Cairngroms MTB web site </li></ul><ul><li>Leverage other web sites/ communities </li></ul><ul><li>Customer information system </li></ul><ul><li>Organisational issues </li></ul>
    76. 143. <ul><li>Thank You </li></ul>
    77. 145. <ul><li>Next few slides may be useful too…. </li></ul>
    78. 146. Step 4. Communication and Web 2.0
    79. 147. Implementation <ul><li>Internal – your own web site/ the group’s web site </li></ul><ul><li>UGC (User Generated Content) – text; images; video; and wikis </li></ul><ul><li>User FOD (Feedback, Opinion and Discussion) – Blogs; Forums; Ratings; Favourites; and Online Chat </li></ul><ul><li>RIA (Rich Internet Applications) - web apps; widgets; mash-ups; podcasts and vodcasts </li></ul><ul><li>Folksonomies - social tagging; social bookmarking and tag clouds </li></ul><ul><li>Content Feeds </li></ul><ul><li>Social Networking Opportunities </li></ul>