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Interactive Guide session by Paul de Waal of Smart Guides at the E-Tourism Africa Summit in Johannesburg 2009

Interactive Guide session by Paul de Waal of Smart Guides at the E-Tourism Africa Summit in Johannesburg 2009

Published in: Technology, Travel, Business
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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
  • Transcript

    • 1. PUTTING AFRICA ON THE INTERACTIVE MAP
      E- Tourism Conference
      1st December 2009
    • 2. Market Share & Predicted Growth
      Why are we doing so poorly?
      What do we need to do to improve our market share?
    • 3. Barriers to Tourism Growth
      Perception of Africa
      Lack of Knowledge
      Fear of the Unknown
      Lack of Credible Information
      Risky Travel
    • 4. How do we change this?
      Re-evaluate how we market (times have changed - adapt)
      Embrace e-Marketing (Internet, Social Media, etc)
      Provide quality Information / Content
      Invest in e-friendly Content (Approapriate rich media)
      Make information easily accessible (Mapping)
      Distribute Effectively
    • 5. About SmartGuide
      Develops Rich Content / Media
      Use Technology to distribute the content
      Examples:-
      • GPS Audio Guide
      • 6. Downloadable Audio Guides
      • 7. Downloadable Recommended Listening
      • 8. Customized Content
    • The Map
      Over 20 000 Icons
      Display of Icons controlled
    • 9. Each Icon Carries Content
      Text
      Audio
      You Tube
      Flickr
      Videos
      Images
    • 10. Recommendations
    • 11. Geo-Located Guides
    • 12. Geo-Located Guides
      Geo-located – relevant
      Easy to create / customise
    • 13. Zoom In – Cape Town
    • 14. Search Facility
      Search for Beaches
    • 15. Zoom In - Waterfront
      360 degree Virtual Tours
    • 16. Zoom In – Camps Bay
    • 17. Hikes / Trails
    • 18. Routes / Itineraries
      Zoom In – for more details
    • 19. Mapping
      Mapping technology has the potential to be a powerful marketing platform
      • Maps are central to the Tourism Industry
      • 20. Provides a spatial understanding in a glace
      • 21. Ease of searching and accessing information
      • 22. Geo located Information
      • 23. Control the information that is displayed
      • 24. Information / Content are easily accessible
      • 25. Interactive
      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!!
    • 26. SmartGuide Approach
      Input
      (Create & Aggregate)
      Distribution
      Map
      CLIENTS
      General Information
      Tourism Organisations
      (National, Regional, Local)
      Podcast (Audio)
      Tourism Products
      (Accommodation, Activities, etc)
      Images
      Hotel Groups
      (Local & International)
      Virtual Tours (360 pictures)
      Marketing Groups
      (DMCs, Local & International)
      You Tube (Videos)
      Tour Operators
      (Local & International)
      International Agents
      (Marketing & Travel)
      Flickr(Pictures)
      Provide a platform that the industry can use to promote the region
    • 27. Distribution of Map
      WEBSITE
      Provides:
      Destination / Location Guide
      Interactive Experience
      Large library of Rich Content
      EMAIL
      Uses:
      Insert in all correspondence
      Include in Signature
      Attach to Quote
      THE MAP
      SOCIAL MEDIA
      Used in:
      Blogs
      Twitter
      Facebook
      AGENTS
      Assists with:
      Providing Agents with info
      Education
      Helps Sell the Product
      Forward to potential clients
    • 28. Website Integration
    • 29. Email
    • 30. Social Media
      Link to the Map
    • 31. Twitter
      Link to the Map
    • 32. Benefit for the Potential Tourist
      The benefits to the potential tourist include:-
      Aggregated quality information and content
      Interactive and Engaging
      Simple to Navigate
      Information Easily Accessible
      Provides a Spatial Understanding of a region
      While helping the product to:-
      Educate and Inform
      Sell the destination
      Create an Interest in the product / destination
      Develop Credibility
      Provide the confidence to book (rich content speeds up decision time)
    • 33. Benefit for Tourism Org. / Businesses
      Provides an interactive experience for their clients
      Simple to Integrate
      Closed System
      White Label
      CMS allows you to control the info / content delivered
      Can focus on their business (Mapping not core)
    • 34. Who can use the Map?
      Tourism Organisations
      Tour Operators
      Tourism Products
      Hotel Groups
      Marketing Companies
      Customised Maps
    • 35. Tourism Organizations
      SmartGuide partners with Tourism Organisations to develop their Interactive Maps
      Tourism Organization must
      • Provides Information and Content
      • 36. Assists SmartGuide in developing rich content
      • 37. Integrate the map into their websites
      SmartGuide will
      • Populate the interactive map
      • 38. Develop rich content for the region
    • Tourism Organizations
      SmartGuide develops the map with the Destination
      1
      Map
      Organisation encourages members to use the map to promote the area
      +
      450
      Members
      Members
      X
      Distribution
      Clients
      =
      Collective Marketing
      Map also available to TOUR OPERATORS, AGENTS, MARKETING REPRESENTATIVE, etc
    • 39. Tour Operator Integration
      Link to Map
    • 40. Tour Operator Customisation
      Included:-
      Look and Feel
      Icons
      Information
      Functionality
      Content & Information
      Content Details
    • 41. Tourism Products
      SPIER WINE ESTATE
      Benefits
      Instant Overview
      Spatial Understanding
      Information / Content Easily Accessible
      Simple Navigation
    • 42. Tourism Products
      KARIEGA GAME RESERVE
      Used By:
      Kariega Marketing Department
      Tour Operators selling Kariega
      Agents
    • 43. Tourism Products
      THE BAY HOTEL
      Distribution:
      Website Integration
      Via Emails
      Social Media
      Accompanying Quotes
    • 44. Hotel / Marketing Groups
      • Only show your products (all the others removed)
      • 45. Click on the Icon and Zoom in to the Product
      • 46. Customise the Guides
      • 47. Customise the Recommendations
      • 48. Links to all the activities in the area
    • Hotel / Marketing Groups
      Create Routes to link the products
    • 49. Customised Maps
    • 50. Where is this going?
      Our Aim
      Provide an Online Interactive Guide of
      Southern African that the industry can use
      to promoteandselltravel in Africa
      To do this we must continue to :-
      Grow the Map (adding points)
      Improve the Information and Content
      Develop the Functionality of the Map
      As the map grows it becomes more and more useful
    • 51. How will we grow?
      Use the Travel Industry Community
      Tourism Organisations
      Tourism Products (free listing)
      Tourism Industry (SA Backpackers)
    • 52. Contact Details
      Paul de Waal
      082 4661697
      (021) 6745390
      paul@smartguide.co.za

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