Managing E-Marketing Plan Part 1 (Presentation)How to develop the plan & focus on Social Media tools<br />Boris.Kapitanovi...
Aim of Presentation<br />To point out the big picture of preparing the e-Marketing Plan<br />Point out some of the potenti...
My Personal Mission for Today’s Presentation<br />That you get at least 1 idea <br />which you (would like to) carry out i...
About  Boris  – www.Boris2.com<br />From Slovenia, most of the time operating outside the country :)<br />17+ years in IT...
Agenda<br />Warm-up: Some trends from the industry<br />The e-Marketing Plan – where do we start/continue<br />The Process...
Warm-up goal<br />To set the background for discussion<br />How many <br />e-Marketing Managers <br />or their managers <b...
Warm-up: Some trends from the industry<br />Top 3 Global trends in 2009<br />Were they Happy news?<br />Global Crisis<br /...
Warm-up: Some trends from the industry<br />WTM: Global trends 2009 in Tourism<br />in collaboration with EuroMonitor Inte...
Warm-up: Some trends from the industry<br />Global Crisis<br />Adding the real value  & trustworthy information<br />major...
Warm-up: Some trends from the industry<br />Global Crisis<br />Global Warming<br />Responses<br />Eg. HOPEnagen (Copenhage...
2 nd  Arab International E-Tourism & E-marketing Conference - IOETI<br />11<br />TripTracker<br />
2 nd  Arab International E-Tourism & E-marketing Conference - IOETI<br />12<br />placespotter<br />
2 nd  Arab International E-Tourism & E-marketing Conference - IOETI<br />13<br />IT trends<br />
Warm-up: Some trends from the industry<br />IT trends<br />SocNet BOOM<br />Complement to SEO – SNO - Social Network Optim...
The e-Marketing Plan – how do we start/continue<br />How do global trends affect the e-Marketing<br />Creativity/New Marke...
Where to start/continueThe Process of Planning “the Plan” in e-Marketing<br />Start managing the process of change as a PR...
The Process of eM Implementation<br />It is a process...<br />Goals fit the Strategy?<br />Stakeholders?<br />E-MarketingP...
The Process of eM Implementation<br />It is a learning process...<br />Goals fit the Strategy?<br />Stakeholders?<br />Man...
The Process of PM Implementation<br />Manage it as a ProjectSource: PRINCE2, 2005<br />Could be PMI, etc... <br />19<br />
The Process of Planning “the Plan” in e-Marketing Start managing as a PROJECT<br />Where to begin with planning?<br />2 nd...
Today’s Challenges during the planning<br />Delivering the Successful Project ...<br />Being Strategically Aligned<br />Bu...
Today’s Challenges during the planningCSFs in PM<br />Also...  Standish Group, CHAOS report 1994<br />4 top CSFs<br />22<b...
Today’s Challenges during the planningCSFs in PM – Top 4 discussion<br />Boris: Research in 2005/06<br />Top Management Su...
Today’s Challenges during the planning<br />Top Management Support & Clear Strategy Alignment<br />2 nd  Arab Internationa...
Today’s Challenges during the planningStrategic Alignment<br />2 nd  Arab International E-Tourism & E-marketing Conference...
Today’s Challenges during the planningStrategic Alignment – ideal situation :)<br />2 nd  Arab International E-Tourism & E...
Today’s Challenges during the planningStrategic Alignment – ideal situation :)<br />2 nd  Arab International E-Tourism & E...
Today’s Challenges during the planning<br />2 nd  Arab International E-Tourism & E-marketing Conference - IOETI<br />28<br...
E-Marketing External Interactionexternal partners (international & domestic)<br />Public Sector<br />Private Sector<br />C...
e-MarketingThe team & other departments/sources<br />Communication between partners<br />
Vision & Goals<br />Company<br />Management & Strategy<br />PR<br />Branding<br />Marketing Ops<br />International & Domes...
Today’s Challenges during the planning<br />Making the Project Successful...<br />Being Strategically Aligned<br />Buildin...
Implementing the process5 Key Areas to ConsiderBased on approaches used by Top MCs(McKinsey, CG&EY, ...)<br />Part 1<br />...
The Team & People<br />Some of the e-Marketing roles<br />E-Marketing Manager<br />Technical Experts<br />Web & other deve...
Reorganizing the eMarketing Team<br />“Setting Up” the eMarketing Team environment<br />Operations vs Projects<br />Matrix...
eMarketing Team Development - stages<br />Every team member should be aware of it<br />Based on Tucker, 1965<br />Some gui...
eMarketing Team development tips<br />Schedule regular reviews of where your teams are<br />Adjust behavior and leadership...
Duties/responsibilities of e-marketing manager/team<br />To manage the <br />day to day delivery of the website as well as...
Duties/responsibilities of e-marketing manager/team<br />4. To deliver online marketing campaigns <br />in conjunction wit...
Duties/responsibilities of e-marketing manager/team<br />7. To conduct regular competitor analysis <br />to ensure the web...
Duties/responsibilities of e-marketing manager/team<br />9. To ensure information is <br />easy to access, <br />accurate<...
Implementing the process5 Key Areas to ConsiderBased on approaches used by Top MCs(McKinsey, CG&EY, ...)<br />Tools select...
The Tools - selection<br />Simple vs Complex<br />The golden middle<br />Compatibility vs Functionality<br />Small = custo...
Vision & Goals<br />Management & Strategy<br />INTERnet<br />PR<br />SOCIALNETWORKS<br />Branding<br />Marketing Ops<br />...
TOOLS<br />Social Media related e-Marketing activities<br />Some of the aims:<br />Build TRUST<br />Grow Communities<br />...
TOOLS<br />SocialMedia-related e-Marketing activities<br />Some of the aims:<br />Build TRUST<br />Grow Communities<br />A...
TOOLS<br />Social Network/Mediatools?<br />Facebook, Twitter, MySpace, Hi5, Yahoo, Google,  Flickr, and million more... <b...
TOOLS<br />A taste of Thursday’s discussions<br />Innovative ways of using Facebook, Twitter, et al...<br />One magic phra...
TOOLS<br />A taste of Thursday’s discussions<br />Research tools<br />2 nd  Arab International E-Tourism & E-marketing Con...
TOOLS<br />A taste of Thursday’s discussions<br />Single person, big effect<br />2 nd  Arab International E-Tourism & E-ma...
TOOLS<br />A taste of Thursday’s discussions<br />Data integration<br />2 nd  Arab International E-Tourism & E-marketing C...
TOOLS<br />A taste of Thursday’s discussions<br />Geotagging... <br />2 nd  Arab International E-Tourism & E-marketing Con...
TOOLS<br />A taste of Thursday’s discussions<br />Research tools<br />2 nd  Arab International E-Tourism & E-marketing Con...
TOOLS<br />A taste of Thursday’s discussions<br />Speed of information<br />2 nd  Arab International E-Tourism & E-marketi...
TOOLS<br />A taste of Thursday’s discussions<br />Instant networks – Ning.com<br />2 nd  Arab International E-Tourism & E-...
TOOLS<br />A taste of Thursday’s discussions<br />Instant networks – Ning.com<br />2 nd  Arab International E-Tourism & E-...
TOOLS<br />A taste of Thursday’s discussions<br />Fans vs Active Participants<br />2 nd  Arab International E-Tourism & E-...
TOOLS<br />A taste of Thursday’s discussions<br />Instant networks – Ning.com<br />2 nd  Arab International E-Tourism & E-...
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Social Media - E-Marketing Plan (Part 1)

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Social Media - E-Marketing Plan (Part 1)

  1. 1. Managing E-Marketing Plan Part 1 (Presentation)How to develop the plan & focus on Social Media tools<br />Boris.Kapitanovic@INVENTERA.net<br />15 December 2009IOETI e-Marketing Conference<br />El Gouna, Egypt<br />aim<br />1<br />
  2. 2. Aim of Presentation<br />To point out the big picture of preparing the e-Marketing Plan<br />Point out some of the potential challengesexperienced during the proces of Plan preparation and management<br />Background in Public & Private Organizations that operate at Global/International, Regional and Local Level<br />PART 2: Focus on plan preparation <br />will be on THURSDAY’s WORKSHOP!<br />1st, 3rd, 5th session (6th = 1on1 after the workshops)<br />2nd & 4th – Prof. Dr. Dimitrios Buhalis<br />Personal aim<br />2<br />
  3. 3. My Personal Mission for Today’s Presentation<br />That you get at least 1 idea <br />which you (would like to) carry out in the near future during your e-Marketing activities<br />And to be able to articulate the business needs for “managed e-marketing plan“ to your managers or team-members<br />Cutting e-marketing budget?<br />About Boris<br />3<br />
  4. 4. About Boris  – www.Boris2.com<br />From Slovenia, most of the time operating outside the country :)<br />17+ years in IT<br />~15 years in IT Consulting & Software Development Management for SMEs & Global Organizations<br />9 years on/off in Travel & Tourism Sector; Jan-June 2009 in Egypt!<br />In between 2 years managing Global IT Services for 22 countries<br />Specialized in:<br />Delivering positive business CHANGE supported by IT into organizations (30% technology – 70% people/process/culture/etc)<br />Portals – inter, intra, extra-net (info architecture, usability, development, optimization & process change management!<br />Project Management & ITSM (PMI, PRINCE 2, Crystal, ITIL, COBIT)<br />E-Marketing as a process & tools (CRM & optimization SEO/SEM/SNO/SNM/SMM) around it<br />Personal:<br />Just got a second child – baby boy Tim (some of you may Tinkara)<br />After 20+ years of windsurfing - kitesurfing beginner<br />agenda<br />4<br />
  5. 5. Agenda<br />Warm-up: Some trends from the industry<br />The e-Marketing Plan – where do we start/continue<br />The Process of Planning “the Plan” <br />Managing as a Project which delivers the Process<br />Key components of “the Change”<br />Some of challenges during the planning & plan execution process<br />Last year’s plan with additional “SocNet” Activities<br />A taste of Social Media related e-Marketing activities<br />No1 priority for implementation is?<br />The Additional Challenge is Here: <br />Managing Social Media Information Chaos<br />Thursday Workshop - Room #1:<br />Developing & Managing the E-Marketing Plan<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />5<br />Warm up goal<br />
  6. 6. Warm-up goal<br />To set the background for discussion<br />How many <br />e-Marketing Managers <br />or their managers <br />People who work with e-Marketing colleagues <br />are present today?<br />Approximate Annual Marketing (not just e-Marketing) Budgets? <br />Below 30K USD?<br />Below 100K, 1M, 1M+<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />6<br />Global trends<br />
  7. 7. Warm-up: Some trends from the industry<br />Top 3 Global trends in 2009<br />Were they Happy news?<br />Global Crisis<br />Global Warming<br />Pandemic Flu<br />One way to tell... is by using soc-media tools<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />7<br />Reflected trend in tourism<br />
  8. 8. Warm-up: Some trends from the industry<br />WTM: Global trends 2009 in Tourism<br />in collaboration with EuroMonitor International<br />North America: Funemployment - using free time to pursue other interests<br />UK: Pop-up hotels<br />Europe: Concierge travel for masses<br />Middle East: Female only accommodation<br />Africa: Obama effect - roots tourism<br />Asia: Golf – Lipstick effect - e.g. Golf tourism<br />“nano breaks”, catering to time poor, cash poor consumers<br />&quot;bold steps are critical to maintain a competitive edge in the rebound&quot;<br />Caroline Bremner, Euromonitor International in 2009 for WTM<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />8<br />Aiming for:<br />New added value<br />Followed by:<br />innovation<br />Need:<br />invention<br />Trends: tourism reflection<br />
  9. 9. Warm-up: Some trends from the industry<br />Global Crisis<br />Adding the real value & trustworthy information<br />major Financial & Other Bubbles are being revealed<br />Invention is not enough!<br />Innovation is adding the value to the market/consumer -&gt; traveller<br />Who is the next superstar in tourism? You?<br />WAYN.com – Where are you now?<br />PlaceSpotter.com –share your local knowledge about destination or use it<br />TripTracker.net – foto GPS blogging<br />Project “TRUST”... Launch in Q2-2010... soon :)<br />Global Warming<br />Pandemic Flu<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />9<br />Global warming responses<br />
  10. 10. Warm-up: Some trends from the industry<br />Global Crisis<br />Global Warming<br />Responses<br />Eg. HOPEnagen (Copenhagen, Denmark)<br />Responses in tourism<br />Sustainability trends<br />ECO Lodges, ECO Activities (cycling, trekking, ect...)<br />E-Marketing’s Contribution<br />Cost Savings/Avoidance <br />Financial Subvention Frameworks & Partner Synergies (the eight “P” of the Marketing mix)<br />EU frameworks, USAID, etc.<br />One of the top 5 key gidelines is related to ECO industry<br />Pandemic Flu<br />“flu-free” hotels being advertised<br />Do you trust them? :) A bit more effort will be neeeded... No free lunch :)<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />10<br />WAYN Innovation example<br />
  11. 11. 2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />11<br />TripTracker<br />
  12. 12. 2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />12<br />placespotter<br />
  13. 13. 2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />13<br />IT trends<br />
  14. 14. Warm-up: Some trends from the industry<br />IT trends<br />SocNet BOOM<br />Complement to SEO – SNO - Social Network Optimization<br />Step 1: platform<br />Step 2: today – utilization<br />Step 3: is starting to happen – info optimization<br />Looking for innovation ideas!? CC (Creative Commons & others) innertion<br />Free product & idea share market<br />Connect with TED.com on http://Facebook.com/TED<br />Interviews with people that are changing the world & more<br />Let TED lead you to the other IT trends ;)<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />14<br />E-Marketing plan how to start/continue<br />
  15. 15. The e-Marketing Plan – how do we start/continue<br />How do global trends affect the e-Marketing<br />Creativity/New Market Opportunities Generation<br />Sustainability<br />Cost Avoidance/Reduction<br />Etc...<br />It requires <br />A bit more “brain” excercise <br />and a lot of NEW THINGS in your organization = PROCESS CHANGE is needed<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />15<br />Process for change<br />
  16. 16. Where to start/continueThe Process of Planning “the Plan” in e-Marketing<br />Start managing the process of change as a PROJECT<br />Where to begin with planning the DETAILED E-Marketing Activities?<br />From the TOP<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />16<br />Current State<br />The Gap<br />Future State<br />It’s a PROCESS... of change<br />The Process of Change <br />The Project<br />The Process inputs<br />
  17. 17. The Process of eM Implementation<br />It is a process...<br />Goals fit the Strategy?<br />Stakeholders?<br />E-MarketingPlan<br />Corporate & other strategies<br />Experience& Info for improvement<br />Marketing Strategy<br />Results for otherdepartments!!!<br />Marketing <br />Plan<br />It’s a learning process<br />E-Marketing Plan must become<br />ONE with the Overall Plan!<br />LEARNING PROCESS detailed<br />17<br />
  18. 18. The Process of eM Implementation<br />It is a learning process...<br />Goals fit the Strategy?<br />Stakeholders?<br />Manage the CHANGE as a project<br />18<br />
  19. 19. The Process of PM Implementation<br />Manage it as a ProjectSource: PRINCE2, 2005<br />Could be PMI, etc... <br />19<br />
  20. 20. The Process of Planning “the Plan” in e-Marketing Start managing as a PROJECT<br />Where to begin with planning?<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />20<br />Current State<br />The Gap<br />Future State<br />The Process <br />The Project<br />The process of e-Marketing Plan Preparation and Management<br />(COVERED ON THURSDAYS WORKSHOP)<br />Post Mortem Activities<br />Lessons Learned<br />Business Case<br />Project Mandate<br />Project Brief<br />TODAY’s Challenges in planning<br />
  21. 21. Today’s Challenges during the planning<br />Delivering the Successful Project ...<br />Being Strategically Aligned<br />Building TRUST with the Customer/Community<br />Management of Lifecycle of the Plan<br />Levels - Strategic, Tactical, Operational<br />Phases - Before, During, After, Deming Cycle<br />Micro & Macro Eco-system of the Plan<br />The e-cosystem - The name of the game = synergy & invention/innovation<br />Management of Solution Providers – Service Level Management<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />21<br />PM CSFs<br />Some of the Basis for Thursday’s Workshop<br />
  22. 22. Today’s Challenges during the planningCSFs in PM<br />Also... Standish Group, CHAOS report 1994<br />4 top CSFs<br />22<br />
  23. 23. Today’s Challenges during the planningCSFs in PM – Top 4 discussion<br />Boris: Research in 2005/06<br />Top Management Support<br />Clarity of Business Goals<br />Clear Strategy & Business Case<br />User/Customer Participation & Involvement<br />Effective Communication<br />FINDING: Similar results to Standish Group CHAOS Report...<br />Top managemnt support<br />23<br />
  24. 24. Today’s Challenges during the planning<br />Top Management Support & Clear Strategy Alignment<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />24<br />Alignment<br />
  25. 25. Today’s Challenges during the planningStrategic Alignment<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />25<br />Industry Needs<br />Partner/National/Regional Strategy<br />CorporateStrategy<br />MarketingStrategy<br />& <br />Plan<br />E-Marketing Strategy<br />& Plan<br />Ideal alignment situation<br />
  26. 26. Today’s Challenges during the planningStrategic Alignment – ideal situation :)<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />26<br />Industry Needs<br />Partner/National/Regional Strategy<br />CorporateStrategy<br />MarketingStrategy<br />& <br />Plan<br />Top management’s task to <br />establish the balance<br />eMarketing CAN HELP!<br />E-Marketing Strategy<br />& Plan<br />Top mgmg & clear goals<br />
  27. 27. Today’s Challenges during the planningStrategic Alignment – ideal situation :)<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />27<br />Top Management Needs to understand the situation<br />Set the clear goals <br />based on informed decisions eMarketing can help =&gt; MEASURE/RESEARCH...<br />This also gives the products/services better added value<br />Building trust within the social communities<br />YOU can provide some of information for better decision making through use of the right tools... <br />Also in Social Media Information Pool :)<br />Strategic alignment Stakeholders<br />
  28. 28. Today’s Challenges during the planning<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />28<br />Strategic Alignment<br />STAKEHOLDERS<br />External<br />Internal<br />External partners<br />
  29. 29. E-Marketing External Interactionexternal partners (international & domestic)<br />Public Sector<br />Private Sector<br />Customers<br />International<br />Domestic<br />Internal partners<br />
  30. 30. e-MarketingThe team & other departments/sources<br />Communication between partners<br />
  31. 31. Vision & Goals<br />Company<br />Management & Strategy<br />PR<br />Branding<br />Marketing Ops<br />International & DomesticCustomers/Travellers<br />ICT<br />Research<br />International PARTNERS<br />E-Marketing<br />Prod Dev<br />Domestic PARTNERS<br />InternalQuality<br />Domestic Offices<br />International Offices<br />HR<br />Next challengeManagement of a Plan Preparation<br />
  32. 32. Today’s Challenges during the planning<br />Making the Project Successful...<br />Being Strategically Aligned<br />Building TRUST with the Customer/Community<br />Management of process of Plan preparation<br />Process of CHANGE - Key 5 areas to consider<br />Lifecycle will be discussed at workshop!<br />Management of Solution Providers – Service Level Management<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />32<br />5 key areas to consider<br />Some of the Basis for Thursday’s Workshop<br />
  33. 33. Implementing the process5 Key Areas to ConsiderBased on approaches used by Top MCs(McKinsey, CG&EY, ...)<br />Part 1<br />Part 2<br />The team<br />33<br />
  34. 34. The Team & People<br />Some of the e-Marketing roles<br />E-Marketing Manager<br />Technical Experts<br />Web & other development, video, design, usability, communication, ...<br />Business/marketing experts<br />SEO, SEM, SNM/SMM, SNO/SMO, Business Analysts, “Product Managers”, etc...<br />Copywriters<br />KAMs<br />Translators<br />Librarians/Content & Knowledge Managers<br />Researchers & analytical experts<br />Support teams<br />Brand/Program/Product Managers<br />Quality Assurance staff<br />Etc...<br />Challenge: Reorganizing/Setting up the TEAM<br />34<br />
  35. 35. Reorganizing the eMarketing Team<br />“Setting Up” the eMarketing Team environment<br />Operations vs Projects<br />Matrix Organization<br />Legal/ Functional/ Operational Management<br />Expectation Management<br />Change of daily “routine”<br />“Comfort zone” vs “Performance zone”<br />Management of Change<br />OUTSOURCING<br />Service Level Management (ITIL)<br />Skillset & Role Planning <br />Team members usually already know each other<br />New roles & responsibilities<br />Team maturity phases - Tucker<br />Team maturity phases<br />35<br />
  36. 36. eMarketing Team Development - stages<br />Every team member should be aware of it<br />Based on Tucker, 1965<br />Some guidelines<br />36<br />
  37. 37. eMarketing Team development tips<br />Schedule regular reviews of where your teams are<br />Adjust behavior and leadership approach to suit the stage the team has reached <br />Leave plenty of time in schedule to coach team members through the “Forming”, “Storming” and “Norming” stages<br />Responsibilities of emarketing mgr<br />37<br />
  38. 38. Duties/responsibilities of e-marketing manager/team<br />To manage the <br />day to day delivery of the website as well as articulate and deliver longer termimprovements, in line with the web strategy.<br />2. To write, edit and publish <br />information across the website & OTHER WEBSITES/TOOLS (WEB 2.0!)<br />To regularly audit andmaintain this information (In co-operation with partners)<br />3. To co-ordinate the work of the <br />Web Application Developer, <br />Web Technician <br />and Information Officer inthe delivery of website projects and functionality<br />others.<br />More in hidden slides<br />Tools<br />
  39. 39. Duties/responsibilities of e-marketing manager/team<br />4. To deliver online marketing campaigns <br />in conjunction with the Marketing, Strategy, & Other relevant Departments (e.g.PR, legal), <br />external advertising agencies and web/digital team.<br />5. To evaluate/analyse data from <br />web usage & other statistics <br />and online marketing campaigns to inform marketing and communications planning/R&D<br />6. To manage the <br />ongoing development of the e-Marketing channels and their content<br />Manage = measure, coordinate, learn, invent, innovate, <br />Lead!<br />
  40. 40. Duties/responsibilities of e-marketing manager/team<br />7. To conduct regular competitor analysis <br />to ensure the website maintains a competitive edge.<br />8. To be responsible for co-ordinating all online advertising activity <br />ensuring the company’s positioning and brandingthroughout all media, monitoring competitor activity and evaluating the effectiveness of campaigns to inform strategy.<br />
  41. 41. Duties/responsibilities of e-marketing manager/team<br />9. To ensure information is <br />easy to access, <br />accurate<br />and up-to-date.<br />Trustfull!<br />10. To establish new online & offline partnerships<br />11. To bring the revenue from online activities<br />12. To contribute to the development of marketing strategy, especially in respect of online media.<br />Tools<br />
  42. 42. Implementing the process5 Key Areas to ConsiderBased on approaches used by Top MCs(McKinsey, CG&EY, ...)<br />Tools selection<br />42<br />
  43. 43. The Tools - selection<br />Simple vs Complex<br />The golden middle<br />Compatibility vs Functionality<br />Small = custom<br />Large = robust<br />In-house vs Outsourced/SaS<br />TCO, ROI, reliability/availability, accounting (investment/cost, cashflow, etc...)<br />Cheap vs “Expensive”<br />Tools in and outside organization<br />43<br />
  44. 44. Vision & Goals<br />Management & Strategy<br />INTERnet<br />PR<br />SOCIALNETWORKS<br />Branding<br />Marketing Ops<br />International & DomesticCustomers/Travellers<br />EXTRAnet<br />ICT<br />Research<br />International PARTNERS<br />BusinessApplications<br />E-Marketing<br />Prod Dev<br />INTRAnet<br />Domestic PARTNERS<br />InternalQuality<br />Domestic Offices<br />International Offices<br />HR<br />Social Media tools intro<br />
  45. 45. TOOLS<br />Social Media related e-Marketing activities<br />Some of the aims:<br />Build TRUST<br />Grow Communities<br />ADD VALUE<br />Make them act<br />Travel package purchasing<br />Measure<br />Improve your products & services<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />45<br />
  46. 46. TOOLS<br />SocialMedia-related e-Marketing activities<br />Some of the aims:<br />Build TRUST<br />Grow Communities<br />ADD VALUE<br />Make them act<br />Travel package purchasing<br />Measure<br />Improve your products & services<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />46<br />Which soc net/media tools?<br />
  47. 47. TOOLS<br />Social Network/Mediatools?<br />Facebook, Twitter, MySpace, Hi5, Yahoo, Google, Flickr, and million more... <br />Forms of information<br />Short Text<br />“Long” text<br />Video<br />Audio<br />Links<br />Link-backs/Kick-backs<br />Etc...<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />47<br />Taste of Thursdays discussions<br />
  48. 48. TOOLS<br />A taste of Thursday’s discussions<br />Innovative ways of using Facebook, Twitter, et al...<br />One magic phrase – “marketing journalism”<br />Examples used<br />from OUTSIDE the industry - today<br />Their tourism implementation workshop – tomorrow (Thu 17 Dec 2009)<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />48<br />Taste of Thursdays discussions – Research tools<br />
  49. 49. TOOLS<br />A taste of Thursday’s discussions<br />Research tools<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />49<br />Statistical information in SECONDS!<br />Power of single person influence<br />
  50. 50. TOOLS<br />A taste of Thursday’s discussions<br />Single person, big effect<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />50<br />Single Person<br />INFLUENCES A GLOBAL CHANGE<br />Geo tagging & Pros & cons<br />
  51. 51. TOOLS<br />A taste of Thursday’s discussions<br />Data integration<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />51<br />PROs: graphical representation in seconds<br />CONs: personal info protection!<br />My FACEBOOK name<br />“Boris Kepy”<br />for a reason<br />Similar example in tourism<br />
  52. 52. TOOLS<br />A taste of Thursday’s discussions<br />Geotagging... <br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />52<br />Similar example<br />In Tourism<br />Mobile magic<br />
  53. 53. TOOLS<br />A taste of Thursday’s discussions<br />Research tools<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />53<br />INSTANT MOBILEMAGIC<br />Another split second info<br />
  54. 54. TOOLS<br />A taste of Thursday’s discussions<br />Speed of information<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />54<br />Another <br />Split sec info<br />Minneapolis bridge<br />Community uses the tools!<br />Instant socnet platforms<br />
  55. 55. TOOLS<br />A taste of Thursday’s discussions<br />Instant networks – Ning.com<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />55<br />Instant <br />Socnet platforms<br />There is at least one<br />in<br />Tourism...<br />In toursim...<br />
  56. 56. TOOLS<br />A taste of Thursday’s discussions<br />Instant networks – Ning.com<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />56<br />Instant <br />Socnet platforms<br />eMarketingAssociation.ning.com<br />How to reach the right segments?<br />Fan pages/ Groups<br />
  57. 57. TOOLS<br />A taste of Thursday’s discussions<br />Fans vs Active Participants<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />57<br />Fans vs Active Participants<br />How to reach the right segments?<br />Personal experience of the rollercoaster<br />
  58. 58. TOOLS<br />A taste of Thursday’s discussions<br />Instant networks – Ning.com<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />58<br />Magical Effect?<br />2nd/3rd Largest SharePoint Portal<br />Community on Facebook<br />The future is in...<br />
  59. 59. TOOLS<br />A taste of Thursday’s discussions<br />Information sharing & seamless integration<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />59<br />Why use soc networks<br />and similar tools?<br />FUTURE is in integration<br />Simple integration<br />
  60. 60. TOOLS<br />A taste of Thursday’s discussions<br />Use of Widgets<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />60<br />Simple integration<br />How to get there? The new name of the game...<br />
  61. 61. TOOLS<br />A taste of Thursday’s discussions<br />Recipes for gathering followers<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />61<br />The New Name of the Game!<br />Tomorrow’s session<br />
  62. 62. Thank you<br /><br />Thursday Workshop - Room #1:<br /> Developing & Managing the E-Marketing Plan<br />Sessions at:<br />- 10 AM <br />- 3 PM<br /><ul><li>5 PM
  63. 63. After 6.30 PM - 1on1, 1onN, NonM session </li></ul>2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />62<br />
  64. 64. Thank you<br /><br />Q&A<br />2 nd Arab International E-Tourism & E-marketing Conference - IOETI<br />63<br />LinkedIn: www.Boris2.com<br />

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