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Personalised Web etourism forum

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The personalised web, getting to know the customer and the adaptation mechanism by Ged Carroll with the etourism forum

The personalised web, getting to know the customer and the adaptation mechanism by Ged Carroll with the etourism forum

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    Personalised Web etourism forum Personalised Web etourism forum Presentation Transcript

    • PERSONALISED WEB 19 February 2009 Ideas and questions to differentiate Ged Carroll, Head of digital EMEA your offering – Waggener Edstrom Worldwide
    • In this presentation The digital consumer Where is the value? Customisation Net Promoter Niches Personalised content Experiences Different markets UGC -> perfect knowledge Experiences: Holiday marketing Unique Insights Authentic Intangible Questions | 2 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • The digital consumer | 3 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Customisation Growth area There are 48,000 permutations per model of Volvo car Online: my media, my shopping - my way Bespoke is no longer the prerogative of the rich | 4 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Niches The long tail Web is a global marketplace I can find what I want If you don’t give it to me someone else will | 5 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Experiences Consumers are better off than they’ve ever been Looking for new experiences Holidays more important to British people than love or children (Kayak) New ways of sharing experiences | 6 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • UGC -> perfect market knowledge Consumers can make Perfect knowledge informed decisions Easily commoditised Price comparison sites services Recommendation services Global competition Content discovery UGC | 7 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Holiday marketing | 8 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Food for thought | 9 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Insights | 10 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Insights All of these sources of How does your prices information that compare with their travellers use can be perceptions sources of insight for Who do they think your you: establishment is aimed at? What do they like and What do you do right? dislike about similar What do you do wrong? establishments? What do customers What are their interests? particularly value? | 11 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Focused insight Net Promoter: fast feedback, 3 questions On a scale of 0 to 10, with 10 being highest, how likely are you to recommend our hotel? Why did you give us that score? What can we do to improve that? | 12 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Focused insight continued Promoters (9-10 rating) Passives (7-8 rating) Detractors (0-6 rating). Promoters% - Detractors % = Net Promoter score 75% is considered a good performance | 13 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Personalised content | 14 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Different markets | 15 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Experiences Highlight what makes your service unique Use the same social media Personal as your customers Provide this perception in Unique your own voice: people trust people like us – this doesn’t need to be the boss Remember you can Intangible communicate ambience | 16 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Just an idea | 17 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Just an idea | 18 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Just an idea | 19 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Just an idea | 20 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Thanks for your time I hope the presentation was insightful, informative and helpful. renaissancechambara.jp All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009. | 21 | 13 January 2008 | Trainer/s: AN Other, Job title and company
    • Bibliography The Long Tail: why the future of business is selling less of more – Chris Anderson Answering the Ultimate Question: How Net Promoter can transform your business – Richard Owen & Laura Brooks | 22 | 13 January 2008 | Trainer/s: AN Other, Job title and company