PUTTING AFRICA ON THE INTERACTIVE MAP<br />E- Tourism Conference<br />1st December 2009<br />
Market Share & Predicted Growth<br /> Why are we doing so poorly?<br /> What do we need to do to improve our market share?...
Barriers to Tourism Growth<br />Perception of Africa<br />Lack of Knowledge<br />Fear of the Unknown<br />Lack of Credible...
How do we change this?<br />Re-evaluate how we market (times have changed - adapt)  <br />Embrace e-Marketing (Internet, S...
About SmartGuide<br />Develops Rich Content / Media <br />Use Technology to distribute the content<br />Examples:-<br /><u...
  Downloadable Audio Guides
  Downloadable Recommended Listening
  Customized Content</li></li></ul><li>The Map<br /> Over 20 000 Icons<br />Display of Icons controlled<br />
Each Icon Carries Content<br />Text<br />Audio<br />You Tube<br />Flickr<br />Videos<br />Images<br />
Recommendations<br />
Geo-Located Guides<br />
Geo-Located Guides<br />Geo-located – relevant <br />Easy to create / customise<br />
Zoom In – Cape Town<br />
Search Facility<br />Search for Beaches<br />
Zoom In - Waterfront<br />360 degree Virtual Tours<br />
Zoom In – Camps Bay<br />
Hikes / Trails<br />
Routes / Itineraries<br />Zoom In – for more details <br />
Mapping<br />Mapping technology has the potential to be a powerful marketing platform<br /><ul><li> Maps are central to th...
Provides a spatial understanding in a glace
Ease of searching and accessing information
Geo located Information
Control the information that is displayed
 Information / Content are easily accessible
Interactive </li></ul>The Interactive Guide allows a person with no previous knowledge of a region to obtain quality infor...
SmartGuide Approach <br />Input<br />(Create & Aggregate)<br />Distribution<br />Map<br />CLIENTS<br />General Information...
Distribution of Map<br />WEBSITE<br />Provides:<br /> Destination / Location Guide <br /> Interactive Experience<br /> Lar...
Website Integration <br />
Email<br />
Social Media<br />Link to the Map<br />
Twitter<br />Link to the Map<br />
Benefit for the Potential Tourist<br />The benefits to the potential tourist include:-<br />  Aggregated quality informati...
Benefit for Tourism Org. / Businesses<br /> Provides an interactive experience for their clients <br /> Simple to Integrat...
Who can use the Map?<br />Tourism Organisations<br />Tour Operators<br />Tourism Products<br />Hotel Groups<br />Marketing...
Tourism Organizations<br />SmartGuide partners with Tourism Organisations to develop their Interactive Maps<br />Tourism O...
Assists SmartGuide in developing rich content
Integrate the map into their websites</li></ul>SmartGuide will<br /><ul><li>Populate the interactive map
Develop rich content for the region</li></li></ul><li>Tourism Organizations<br />SmartGuide develops the map with the Dest...
Tour Operator Integration <br />Link to Map<br />
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Interactive Guide session by Paul de Waal of Smart Guides at the E-Tourism Africa Summit in Johannesburg 2009

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  • It is an honor to be invited - dynamic people and Companies pushing the boundary of technology to promote the continent- Hopefully this presentation is useful to you, provide you with some insight as to what you can do with maps and assist you in approving your e-Marketing
  • I would like to start by highlighting how far Africa is behind the rest of the world in terms of TourismWe have some of the world’s most amazing destinations, Incredible natural wonders diverse and famous wildlifeFacinating array of people and cultures I believe we should be attracting far more than 5%Cannot accept that spain can get nearly twice the amount of tourists than the whole of Africa When I looked at this Graph – I ask myself
  • PerceptionDangerous Only for the Adventurous Not Comfortable Not for singles General negative perceptionLack of Knowledge The reality is that the Average person knows v. little About creating the desireFear of the UnknownLack of Credible Info Madagascar story – Risky Travel Valuable Resource
  • Re-evaluate – marketing strategy, content and spendsE-Marketing – Internet has lowered the barriers to compete. Established and Developing Info / Content – need to get more information out there – educate and change perceptionsE-Content – how people surf – visual , interactive - videos 360sInfo Easily Accessible – Google is moving onto mappingDistribute effectively – get your information out through as many channels as possibleNo E-Marketing fundi but – appropriate info and distribute widely using technology and social networks
  • Display – I would have loved to give you a live display but I could not be guaranteed a decent connection
  • Icons highlight main destinationsRecommendations changeGuidesSearch
  • More DetailRecommendations Guides
  • Ability to zoom in and find out moreAS YOU CAN SEEThe mapping platform is very powerful for searching and accessing infoOnly seen the tip of the icebergProvides a spatial understanding in a glace – that words and pic cannot – and gives you to access appropriate geo located information and rich media – more appropriate (easiler for research)
  • Ability to zoom in and find out moreAS YOU CAN SEE
  • Not standalone but a product that can be Integrated into tourism products. Provide them with Interactive platformQuality contentCan customise/ personalise and integrate into websiteThe tourism business can focus on their core business and rest assured that SG will continue to improve the map – expensive and evolving
  • Every one in the industry can use the site - show you how a few of them are using the site
  • Has a huge benefit arm tour operators and other people using it Collective marketing
  • Multiple Links
  • Which is better to provide a quick overview Map or Website Quick understanding Info right there Quick access to the Rich Media that is a powerful sales tool
  • Provides a route link their product – they benefit from each others marketing
  • World Cup Example
  • We have done the hard work to develop and populate this map but to take it to the next level and to represent Africa better I need assistance from the industry. What you see we have built with very little help – with a bit of help we could map regions very quickly.
  • It is an honor to be invited - dynamic people and Companies pushing the boundary of technology to promote the continent- Hopefully this presentation is useful to you, provide you with some insight as to what you can do with maps and assist you in approving your e-Marketing
  • Smart Guides

    1. 1. PUTTING AFRICA ON THE INTERACTIVE MAP<br />E- Tourism Conference<br />1st December 2009<br />
    2. 2. Market Share & Predicted Growth<br /> Why are we doing so poorly?<br /> What do we need to do to improve our market share?<br />
    3. 3. Barriers to Tourism Growth<br />Perception of Africa<br />Lack of Knowledge<br />Fear of the Unknown<br />Lack of Credible Information<br />Risky Travel<br />
    4. 4. How do we change this?<br />Re-evaluate how we market (times have changed - adapt) <br />Embrace e-Marketing (Internet, Social Media, etc)<br />Provide quality Information / Content<br />Invest in e-friendly Content (Approapriate rich media)<br />Make information easily accessible (Mapping)<br />Distribute Effectively<br />
    5. 5. About SmartGuide<br />Develops Rich Content / Media <br />Use Technology to distribute the content<br />Examples:-<br /><ul><li> GPS Audio Guide
    6. 6. Downloadable Audio Guides
    7. 7. Downloadable Recommended Listening
    8. 8. Customized Content</li></li></ul><li>The Map<br /> Over 20 000 Icons<br />Display of Icons controlled<br />
    9. 9. Each Icon Carries Content<br />Text<br />Audio<br />You Tube<br />Flickr<br />Videos<br />Images<br />
    10. 10. Recommendations<br />
    11. 11. Geo-Located Guides<br />
    12. 12. Geo-Located Guides<br />Geo-located – relevant <br />Easy to create / customise<br />
    13. 13. Zoom In – Cape Town<br />
    14. 14. Search Facility<br />Search for Beaches<br />
    15. 15. Zoom In - Waterfront<br />360 degree Virtual Tours<br />
    16. 16. Zoom In – Camps Bay<br />
    17. 17. Hikes / Trails<br />
    18. 18. Routes / Itineraries<br />Zoom In – for more details <br />
    19. 19. Mapping<br />Mapping technology has the potential to be a powerful marketing platform<br /><ul><li> Maps are central to the Tourism Industry
    20. 20. Provides a spatial understanding in a glace
    21. 21. Ease of searching and accessing information
    22. 22. Geo located Information
    23. 23. Control the information that is displayed
    24. 24. Information / Content are easily accessible
    25. 25. Interactive </li></ul>The Interactive Guide allows a person with no previous knowledge of a region to obtain quality information and content simply and in an interactive manner - exactly what needs to be done!! <br />
    26. 26. SmartGuide Approach <br />Input<br />(Create & Aggregate)<br />Distribution<br />Map<br />CLIENTS<br />General Information<br />Tourism Organisations<br />(National, Regional, Local) <br />Podcast (Audio)<br />Tourism Products<br />(Accommodation, Activities, etc) <br />Images<br />Hotel Groups <br />(Local & International) <br />Virtual Tours (360 pictures)<br />Marketing Groups<br />(DMCs, Local & International) <br />You Tube (Videos)<br />Tour Operators<br />(Local & International) <br />International Agents<br />(Marketing & Travel) <br />Flickr(Pictures)<br />Provide a platform that the industry can use to promote the region<br />
    27. 27. Distribution of Map<br />WEBSITE<br />Provides:<br /> Destination / Location Guide <br /> Interactive Experience<br /> Large library of Rich Content<br />EMAIL<br />Uses:<br /> Insert in all correspondence<br /> Include in Signature <br /> Attach to Quote <br />THE MAP<br />SOCIAL MEDIA<br />Used in:<br /> Blogs<br /> Twitter<br />Facebook<br />AGENTS<br />Assists with:<br /> Providing Agents with info <br /> Education <br /> Helps Sell the Product<br /> Forward to potential clients <br />
    28. 28. Website Integration <br />
    29. 29. Email<br />
    30. 30. Social Media<br />Link to the Map<br />
    31. 31. Twitter<br />Link to the Map<br />
    32. 32. Benefit for the Potential Tourist<br />The benefits to the potential tourist include:-<br /> Aggregated quality information and content<br /> Interactive and Engaging<br /> Simple to Navigate<br /> Information Easily Accessible<br /> Provides a Spatial Understanding of a region<br />While helping the product to:-<br />Educate and Inform<br /> Sell the destination<br /> Create an Interest in the product / destination<br />Develop Credibility<br />Provide the confidence to book (rich content speeds up decision time)<br />
    33. 33. Benefit for Tourism Org. / Businesses<br /> Provides an interactive experience for their clients <br /> Simple to Integrate<br /> Closed System<br /> White Label<br /> CMS allows you to control the info / content delivered<br /> Can focus on their business (Mapping not core)<br />
    34. 34. Who can use the Map?<br />Tourism Organisations<br />Tour Operators<br />Tourism Products<br />Hotel Groups<br />Marketing Companies <br />Customised Maps <br />
    35. 35. Tourism Organizations<br />SmartGuide partners with Tourism Organisations to develop their Interactive Maps<br />Tourism Organization must<br /><ul><li>Provides Information and Content
    36. 36. Assists SmartGuide in developing rich content
    37. 37. Integrate the map into their websites</li></ul>SmartGuide will<br /><ul><li>Populate the interactive map
    38. 38. Develop rich content for the region</li></li></ul><li>Tourism Organizations<br />SmartGuide develops the map with the Destination <br />1<br />Map<br />Organisation encourages members to use the map to promote the area<br />+<br />450<br />Members<br />Members<br />X<br />Distribution<br />Clients<br />=<br />Collective Marketing<br />Map also available to TOUR OPERATORS, AGENTS, MARKETING REPRESENTATIVE, etc<br />
    39. 39. Tour Operator Integration <br />Link to Map<br />
    40. 40. Tour Operator Customisation <br />Included:- <br /> Look and Feel<br /> Icons<br /> Information <br />Functionality<br />Content & Information <br />Content Details<br />
    41. 41. Tourism Products<br />SPIER WINE ESTATE<br />Benefits <br />Instant Overview<br /> Spatial Understanding<br /> Information / Content Easily Accessible<br /> Simple Navigation<br />
    42. 42. Tourism Products<br />KARIEGA GAME RESERVE<br /> Used By:<br /> Kariega Marketing Department<br />Tour Operators selling Kariega <br />Agents<br />
    43. 43. Tourism Products<br />THE BAY HOTEL<br /> Distribution:<br />Website Integration <br />Via Emails<br />Social Media<br />Accompanying Quotes<br />
    44. 44. Hotel / Marketing Groups<br /><ul><li> Only show your products (all the others removed)
    45. 45. Click on the Icon and Zoom in to the Product
    46. 46. Customise the Guides
    47. 47. Customise the Recommendations
    48. 48. Links to all the activities in the area</li></li></ul><li>Hotel / Marketing Groups<br /> Create Routes to link the products<br />
    49. 49. Customised Maps<br />
    50. 50. Where is this going?<br />Our Aim<br />Provide an Online Interactive Guide of <br />Southern African that the industry can use <br />to promoteandselltravel in Africa<br />To do this we must continue to :- <br /> Grow the Map (adding points) <br /> Improve the Information and Content <br /> Develop the Functionality of the Map<br />As the map grows it becomes more and more useful<br />
    51. 51. How will we grow?<br />Use the Travel Industry Community <br /> Tourism Organisations<br /> Tourism Products (free listing)<br />Tourism Industry (SA Backpackers)<br />
    52. 52. Contact Details<br />Paul de Waal<br />082 4661697<br />(021) 6745390<br />paul@smartguide.co.za<br />

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