Feeding the beast
How to keep your website up to date
Rogier Gruys, Canadian Tourism Commission
topics


  • Why is content important?
  • Knowing and talking to your customers
  • Delivering your content
Product vs experience

 Product is what you buy

 Experience is what you remember
communicating experiences


 Brand + unique selling proposition + target audience =
   Experience

 The experience brings ...
Content is

  Types of Content
  • Experiences
  • Supporting destination content
  • User-generated content
 Translate in...
Content channels - traditional

  • Hard copy: brochures, posters, pamphlets, etc.
  • Traditional media (magazines, newsp...
But…

 Consumers are inundated with advertising messages

 Don’t respond to traditional marketing lingo

 Need to change o...
Content – new channels

 • Your website:
    •   Photo gallery
    •   Videos
    •   Blog
    •   media resources
 • Soci...
your customer
Psychographics

 Traditional marketing: demographics
 Age, income, education, etc

 But,
 Travel decisions based on social...
Who is our customer

 People who:
 • Participate in life
 • Inquisitive
 • Want to learn about themselves and the world

 ...
How do I sound?

 Informal
 Personal
 Intimate
 Straightforward
 Concise

 Tell a story to a friend – traveller to traveller
It’s about feeling


  NO activities, events and places

  Other places can also offer mountains, oceans and
    forests

...
Take readers with you

  What does the
  • ocean sound like?
  • forest smell like after a rainstorm?
  • wind in the moun...
Keep it simple

  We’re straightforward; reflect it in the writing
  Don’t try to make a hard sell
  Bring the experience ...
cycling vacation on PEI


  3 night package, includes bicycle rentals, luggage
     transfer, accommodation at heritage B&...
the ultimate Canadian cycling vacation

  Every morning, you’ll step outside your B&B, look out
    and be awed by the tra...
But

 Do provide details
 • How to get there
 • What to expect
 • What’s included
Photography
old




      Photo credits: Tourism PEI
Tourism PEI /Russel Monk
Tourism PEI
Add photo from BC brand




                          Tourism BC/Tom Rya
But

 Do have a gallery with detailed photos
 • Your rooms
 • People on your ski trails
 • People on your trips

 Can be u...
Video

 Short videos of experience
 Tell a story



 Keep them engaging, funny, decent quality
 Keep it short! (2-4 min)
Sounds

 Can add to experience

 • Song from your festival
 • Call of migrating geese over your resort

 but don’t over do it
Maps

 Very important for orientation

 Thematic map:
 • Distances
 • Directions - printable

 Topo map: Google map
 • Kee...
Channels
Website

 Update your website
 Fresh content
 Fresh way of talking to customers
Channels

 But
 get content out to consumer too
 • Set up a photo group on Flickr
 • Post some videos on YouTube
 • Look a...
Travel forums

 What do people say about you? Respond too!

 Lonely Planet Thorntree

 Trip Advisor

 Realtravel

 IGoUGo
...
Travel guides

 Check out what the guides say about you:
 Lonely Planet

 Rough Guides

 Moon Handbooks

 Fodor and Frommers
Become a blogger

 • Get a blog, be an expert in your area
    • Post about any relevant topic from your area


 Why blog?...
http://Bayoffundy.blogspot.com
How to blog

 Keep it relevant to your experiences
 Short entries, often
 Spread out postings
 Choose titles for entries c...
Example

 You offer snowshoe trips near Vancouver
 Blog topics
 • Snow conditions in your area
 • Why snowshoeing is easy ...
Blogging platforms

 Instant blog:
 Set up your blog at www.blogger.com (no technical
    knowledge required). Ask your we...
Advice on blogging for small operators

  Experts provide advice for a small Vancouver travel
    operator

  Challenge: a...
Experience toolkit

  Download copy from

  www.canada.travel/experiences
Thank you



Questions?
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Feeding the beast: keeping your website up to date

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Twenty-first century content needs to live on social networking sites, moulded for Web 2.0 applications, optimized for search engines, and to compete on a global scale, translated into several languages. With all these demands placed on content, it is easy to forget that first of all, we need to create appropriate content, tailored to our target audiences. More importantly, it needs to be updated and refreshed continuously.

In this presentation, Rogier Gruys discusses strategies to create, find and distribute content (including images, maps and video), how to tailor it to your target audiences, and how to keep it fresh.

Published in: Business, Travel
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Feeding the beast: keeping your website up to date

  1. 1. Feeding the beast How to keep your website up to date Rogier Gruys, Canadian Tourism Commission
  2. 2. topics • Why is content important? • Knowing and talking to your customers • Delivering your content
  3. 3. Product vs experience Product is what you buy Experience is what you remember
  4. 4. communicating experiences Brand + unique selling proposition + target audience = Experience The experience brings your brand and product to life Communicate the experience to visitors through content
  5. 5. Content is Types of Content • Experiences • Supporting destination content • User-generated content Translate into Words + images + video + maps + sounds Push to potential visitors
  6. 6. Content channels - traditional • Hard copy: brochures, posters, pamphlets, etc. • Traditional media (magazines, newspapers, etc.) • Website: brochure site, aimed at consumers
  7. 7. But… Consumers are inundated with advertising messages Don’t respond to traditional marketing lingo Need to change our tone and channels Know your customers
  8. 8. Content – new channels • Your website: • Photo gallery • Videos • Blog • media resources • Social media: travel review sites, forums, Flickr, Youtube, etc.
  9. 9. your customer
  10. 10. Psychographics Traditional marketing: demographics Age, income, education, etc But, Travel decisions based on social values • Do I like culture • Do I love nature • Do I want to get away from it all • Or, do I hate travelling?
  11. 11. Who is our customer People who: • Participate in life • Inquisitive • Want to learn about themselves and the world Curious travellers.
  12. 12. How do I sound? Informal Personal Intimate Straightforward Concise Tell a story to a friend – traveller to traveller
  13. 13. It’s about feeling NO activities, events and places Other places can also offer mountains, oceans and forests Focus on the experiences
  14. 14. Take readers with you What does the • ocean sound like? • forest smell like after a rainstorm? • wind in the mountains sound like? Let them feel as if they are there
  15. 15. Keep it simple We’re straightforward; reflect it in the writing Don’t try to make a hard sell Bring the experience to life The traveller is the star of the story
  16. 16. cycling vacation on PEI 3 night package, includes bicycle rentals, luggage transfer, accommodation at heritage B&Bs, and all meals. $450 per person.
  17. 17. the ultimate Canadian cycling vacation Every morning, you’ll step outside your B&B, look out and be awed by the tranquil pastoral landscape surrounding you. You’ll smile, breathe deeply…and gasp, as the crisp sea air quickly reminds you why they call this place “breathtaking”. 3 nights/4 days, $450 per person
  18. 18. But Do provide details • How to get there • What to expect • What’s included
  19. 19. Photography
  20. 20. old Photo credits: Tourism PEI
  21. 21. Tourism PEI /Russel Monk
  22. 22. Tourism PEI
  23. 23. Add photo from BC brand Tourism BC/Tom Rya
  24. 24. But Do have a gallery with detailed photos • Your rooms • People on your ski trails • People on your trips Can be user-generated But keep quality high
  25. 25. Video Short videos of experience Tell a story Keep them engaging, funny, decent quality Keep it short! (2-4 min)
  26. 26. Sounds Can add to experience • Song from your festival • Call of migrating geese over your resort but don’t over do it
  27. 27. Maps Very important for orientation Thematic map: • Distances • Directions - printable Topo map: Google map • Keep standard interface
  28. 28. Channels
  29. 29. Website Update your website Fresh content Fresh way of talking to customers
  30. 30. Channels But get content out to consumer too • Set up a photo group on Flickr • Post some videos on YouTube • Look at travel review sites: • What do people say about you?
  31. 31. Travel forums What do people say about you? Respond too! Lonely Planet Thorntree Trip Advisor Realtravel IGoUGo Wiki Travel
  32. 32. Travel guides Check out what the guides say about you: Lonely Planet Rough Guides Moon Handbooks Fodor and Frommers
  33. 33. Become a blogger • Get a blog, be an expert in your area • Post about any relevant topic from your area Why blog? • Customers learn more about you • You’re more trusted • Search engines love fresh content More ways for people to find you
  34. 34. http://Bayoffundy.blogspot.com
  35. 35. How to blog Keep it relevant to your experiences Short entries, often Spread out postings Choose titles for entries carefully Link back to your main website
  36. 36. Example You offer snowshoe trips near Vancouver Blog topics • Snow conditions in your area • Why snowshoeing is easy to learn – video! • Types of snowshoes (old vs new) – photos! • Wildlife sightings on your last trip • Links to cool snowshoe videos on YouTube • Info on a local snowshoe race
  37. 37. Blogging platforms Instant blog: Set up your blog at www.blogger.com (no technical knowledge required). Ask your web designer to redirect the blog to blog.yourdomain.com. Optional fancier and more expensive solution: Take advantage of more advanced features by asking your web designer to set up Wordpress on the server where your website is hosted, and set up the blog as blog.yourdomain.com
  38. 38. Advice on blogging for small operators Experts provide advice for a small Vancouver travel operator Challenge: attract new, younger customers Plan: become an industry expert through media outreach Payoff: new generation of customers ready to travel http://tinyurl.com/32b5u4
  39. 39. Experience toolkit Download copy from www.canada.travel/experiences
  40. 40. Thank you Questions?
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