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Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
Feeding the beast: keeping your website up to date
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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 …

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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Transcript

  • 1. Feeding the beast How to keep your website up to date Rogier Gruys, Canadian Tourism Commission
  • 2. topics • Why is content important? • Knowing and talking to your customers • Delivering your content
  • 3. Product vs experience Product is what you buy Experience is what you remember
  • 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. Content is Types of Content • Experiences • Supporting destination content • User-generated content Translate into Words + images + video + maps + sounds Push to potential visitors
  • 6. Content channels - traditional • Hard copy: brochures, posters, pamphlets, etc. • Traditional media (magazines, newspapers, etc.) • Website: brochure site, aimed at consumers
  • 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. Content – new channels • Your website: • Photo gallery • Videos • Blog • media resources • Social media: travel review sites, forums, Flickr, Youtube, etc.
  • 9. your customer
  • 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. Who is our customer People who: • Participate in life • Inquisitive • Want to learn about themselves and the world Curious travellers.
  • 12. How do I sound? Informal Personal Intimate Straightforward Concise Tell a story to a friend – traveller to traveller
  • 13. It’s about feeling NO activities, events and places Other places can also offer mountains, oceans and forests Focus on the experiences
  • 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. 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. cycling vacation on PEI 3 night package, includes bicycle rentals, luggage transfer, accommodation at heritage B&Bs, and all meals. $450 per person.
  • 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. But Do provide details • How to get there • What to expect • What’s included
  • 19. Photography
  • 20. old Photo credits: Tourism PEI
  • 21. Tourism PEI /Russel Monk
  • 22. Tourism PEI
  • 23. Add photo from BC brand Tourism BC/Tom Rya
  • 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. Video Short videos of experience Tell a story Keep them engaging, funny, decent quality Keep it short! (2-4 min)
  • 26. Sounds Can add to experience • Song from your festival • Call of migrating geese over your resort but don’t over do it
  • 27. Maps Very important for orientation Thematic map: • Distances • Directions - printable Topo map: Google map • Keep standard interface
  • 28. Channels
  • 29. Website Update your website Fresh content Fresh way of talking to customers
  • 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. Travel forums What do people say about you? Respond too! Lonely Planet Thorntree Trip Advisor Realtravel IGoUGo Wiki Travel
  • 32. Travel guides Check out what the guides say about you: Lonely Planet Rough Guides Moon Handbooks Fodor and Frommers
  • 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. http://Bayoffundy.blogspot.com
  • 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. 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. 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. 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. Experience toolkit Download copy from www.canada.travel/experiences
  • 40. Thank you Questions?

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