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Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
Failte Ireland Activity And Adventure E Business Support Nov 2009
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Failte Ireland Activity And Adventure E Business Support Nov 2009

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Fáilte Ireland e-Business Support Online Marketing Top Tips for 2010

Fáilte Ireland e-Business Support Online Marketing Top Tips for 2010

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  • TO BEGIN HERE’S A SAMPLE YOUTUBE SHORT VIDEO WHICH I HOPE YOU WILL AGREE ENCAPSULATES MANY OF THE TYPICAL LEISURE ACTIVITIES /ADVENTURE SPORTS THAT ARE REPRESENTED HERE TODAY – I SHOW THIS TO ILLUSTRATE THE POWER OF IMAGES AND HOW EASILY SUCH A MEDIUM CAN BE USED TO PORTRAY THE PRODUCTS AND SERVICE OFFERINGS TO THE WORLD WIDE AUDIENCE
  • GOOD MORNING TO YOU ALL IT IS A PLEASURE TO MEET WITH YOU ALL TODAYMY NAME IS SD AND ALONG WITH MY COLLEAGUE AK WE WILL ENDEAVOUR OVER THE NEXT 20/25 MIN TO SHARE WITH YOU SOME TOP TIPS FOR ENHANCING THE MANAGEMENT OF YOUR WEBSITE TO ASSIST YOUR ONLINE MARKETING EFFORTS FOR 2010REGARDLESS OF SCALE WHETHER YOU ARE LARGE OR A SMALLER OPERATION, OR WELL VERSED IN WEB USE OR WITH VERY LITTLE EXPERIENCE OF USING THE INTERNET I HOPE THAT WE CAN PROVIDE YOU WITH SOME VALUABLE POINTERS.AS TIME IS SHORT FOR OUR PRESENTATION WE WILL BEGIN STRAIGHT AWAY WITH A FEW POINTERS TOWARDS HOW BEST TO HELP POTENTIAL VISITORS FINDING YOUR WEBSITE, THEN WE WILL ADDRESS SOME ONLINE MARKETING ISSUES TO HELP YOU MAKE THE MOST OUT OF YOUR ONLINE PRESENCEWE WILL HAVE A FEW MOMENTS AT THE END FOR Q & A – AND OUR PRESENTATION WILL BE AVAILABLE ON OUR WEBCHECK PROJECT WEBSITE AFTERWARDS.
  • WE HAVE HIGHLIGHTED HERE SOME STATISTICS RELATED TO THE INTERNET TO PUT IT’S USAGE INTO SOME CONTEXT FOR YOU
  • WE HAVE PUT TOGETHER 10 TOP TIPS AND WE SEE HERE AND EACH WILL BE COVERED IN A LITTLE MORE DETAIL WITH SOME EXAMPLE WEBSITES USED TO ILLUSTRATE WHAT IS CURRENTLY BEING PRESENTED THROUGH THE INTERNET
  • HERE’S AN EXAMPLE OF A WEBSITE USING A CALENDAR TO ASSIST THOSE VIEWING THE SITE TO SEE WHAT EVENTS ARE COMING UP AND HELPS THEM PLAN THEIR VISIT
  • HERE’S AN EXAMPLE OF A COUPLE OF WEBSITES, THE FIRST USING A “HOW-TO” GUIDE AND THE SECOND HIGHLIGHTING QUALIFICATIONS OF IT’S INSTRUCTORS WHILST OFFERING FORMAL TRAINING PROGRAMMES
  • IN THIS EXAMPLE A NUMBER OF FEATURES ARE USEDGOOD USE OF IMAGES & A “HOW-TO” GUIDE – CLEAR / VIBRANT SUPPORTING USE OF VIDEODETAILS OF COMMUNITY LINKS - ASSOCIATED / LINKED BUSINESSES E.G. WHERE TO STAY LOCALLY / THINGS TO DO ETCTHE USE OF A SURF FORECAST TO INFORM VISITORS PRIOR TO THEIR VISIT OF THE LIKELY WEATHER CONDITIONSA LINK TO GOOGLE MAPS
  • REMEMBER ATTENTION SPANS OF POTENTIAL CUSTOMERS ARE SHORT – WRITE FOR SEARCH ENGINES AS WELL AS PEOPLE- USE CUSTOMERS LANGUAGE AND NOT YOUR OWN! – e.g. PHONETIC PRONOUNCIATION OF DIFFICULT PLACE NAMES ETCYOU NEED TO CATCH THEIR ATTENTION IN THE FIRST 7 SECONDS AND HOLD THEM BY THE QUALITY OF THE OFFERINGMAKE SURE YOU MAINTAIN YOUR CONTENT AND DON’T ALLOW YOUR INFORMATION TO BECOME OUT OF DATECLEARLY DISPLAYED CONTACT DETAILSCLEAR PAGE HEADINGS (INCORPORATING KEY WORDS) & INTRODUCTION TEXT INCLUDE A WHAT’S ON GUIDE OF THE CALENDAR OF ACTIVITIES & EVENTS WITHIN YOUR REGION/AREAALSO INCLUDE A SECTION ON WHAT’S NEW - TOPICAL STORIES/CONTRIBUTIONS FROM THE LOCAL COMMUNITYGIVEN THE MANY ADVENTURE ACTIVITIES INVOLVE TUITION IN ONE FORM OR ANOTHER, THE USE OF HOW TO GUIDES / TUTORIALS PROVIDES AN ADDITIONAL BENEFIT ON THE SITE.ALSO HIGHLIGHTING COMPLIANCE WITH REGULATORY BODIES / QUALIFICATIONS OF INSTRUCTORS ETC ALSO ADDRESSES THE SECURITY CONCERNS FOR THE CLIENT AND ADDS CREEDENCE TO THE SPECIALIST ACTIVITY
  • HERE’S A COUPLE OF EXAMPLES OF HOW POTENTIAL CUSTOMERS MAY COME TO FIND YOUDO YOU MAINTAIN YOUR ENTRIES ON SUCH PORTAL SITES & DIRECTORIES – NO WORSE IMPRESSION THAN OLD OUT OF DATE INFORMATION OR INCORRECT DATA
  • IDENTIFY YOUR TARGET MARKET BUILD A PROFILE or PERSONA OF THE TYPICAL CUSTOMER YOU ARE TARGETINGREFLECT THE CONTENT AND KEY WORDS YOU ANTICIPATE THEY WILL USE TO SEARCH FOR YOU – USE NATURAL (ORGANIC) SEARCH AS WELL AS PAID SEARCH - USE GOOGLE ADWORDS TOOL / WORDTRACKER FOR INSPIRATION - THIS BECOMES THE BAIT TO CATCH THE FISH!USE ‘TRUNK’ KEYWORDS (Adventure) AS WELL AS LONG TAIL KEYWORD PHRASES (Adventure Centre Kerry) - ADD THESE KEY WORDS/KEYWORD PHRASES INTO THE PAGE TITLE; HEADINGS & CONTENT THROUGHOUT THE WEBSITE – FOR MAXIMUM EFFECT - MATCH EACH PAGE THEME TO APPROPRIATE KEY WORDS ESTABLISH LINKS (INBOUND IDEALLY) WITH RELEVANT PRODUCT/SERVICE PROVIDERS & INDUSTRY BODIES – ALL HELP TO RAISE PROFILE IN GOOGLES EYESGET LISTED ON RELEVANT DIRECTORIES (RELATED TO YOUR SPECIFIC BUSINESS & LOCAL GUIDES ETC)REMEMBER TO MAINTAIN CONSISTENCY IN YOUR MESSAGE/PROFILE & CONTACT DETAILS IN ALL MANNER OF MARKETING CHANNELS THAT YOU USE – BROCHURES/BUSINESS CARDS/LETTERHEADS – EMAILS/WEB PAGES/NEWSLETTERS EZINES ETC.
  • HERE’S AN EXAMPLE OF AN ONLINE BOOKING APPLICATION AND AN ILLUSTRATION OF SPECIAL OFFERS
  • HERE’S AN EXAMPLE SHOWING A WEBPAGE THAT HAS A CLEAR LAYOUT & IS EASY TO ACCESS
  • HERE’S AN EXAMPLE SITE TO ILLUSTRATE WHAT WE SEE AS VIEWERS OF THE SITEIS THE SITE WELL CONSTRUCTED FOR HUMANS SO THAT THEY FIND IT INTERESTING AND INFORMATIVE?HOW ABOUT SEARCH ENGINES – SPIDERS . CRAWLERS HOW DO THEY LOCATE KEY WORDS TO HELP YOUR RANKING?
  • HERE’S WHAT SEARCH ENGINE SPIDERS / CRAWLERS ACTUALLY SEENOTE THAT THEY ARE ‘BLIND’ TO IMAGES UNLESS ALT TAGS ARE PLACED BEHIND THE IMAGE DESCRIBING WHAT THE IMAGE SHOWS AND USING KEYWORD PHRASES PROMOTING THE BUSINESS
  • ONCE A POTENTIAL CUSTOMER HAS FOUND YOUR SITE DO THEY FIND IT ATTRACTIVE & APPEALING? IS IT EASY TO GET AROUND & TO FIND WHAT THEY ARE LOOKING FOR – REMEMBER THE THREE CLICK RULE IS THE CONTENT WELL WRITTEN AND IN CLEAR LANGUAGE – NO JARGON IS THE SITE WELL CONSTRUCTED SO THAT BOTH SEARCH ENGINE- SPIDERS/CRAWLERS CAN LOCATE KEY WORDS TO HELP YOUR RANKING & FOR HUMANS SO THAT THEY FIND IT INTERESTING AND INFORMATIVEDOES THE SITE COMPLY WITH W3C GUIDELINES FOR VISUALLY IMPAIRED – E.G. APPROPRIATE COLOURS/FONT SIZE AND USE OF ALT TAGS ON IMAGES TO ASSIST WEB READERS & ALSO ENSURE IMAGES CAN BE ‘SEEN’ BY GOOGLE.WHO IS MY TARGET AUDIENCEHOW WILL THEY FIND MEWHAT DO I NEED TO TELL THEMWHAT ACTION DO I WANT THEM TO UNDERTAKEHOW WILL I PROMOTE THAT ACTIONHOW WILL I ENGAGE THEIR INTERESTHOW WILL I MEASURE SUCCESS
  • HERE’S SOME SCREEN SHOTS OF A SELECTION OF GOOGLE TOOLS AVAILABLE FREE TO DOWNLOAD
  • THESE SCREEN SHOTS SHOW GOOGLE ANALYTICS - THE MOST POPULAR APPLICATION AND ALSO THE IRISH VERSION STAT COUNTER ALSO FREE TO USE
  • HERE’S A SAMPLE LIST OF SOME OF THE MOSTLY FREE GOOGLE TOOLS / APPLICATIONS AVAILABLE TO DOWNLOADGOOGLE MAPS / EARTHGOOGLE KEYWORD TOOLGOOGLE CALENDARGOOGLE ALERTSGOOGLE TRANSLATIONSGOOGLE WEBSITE OPTIMISER / WEATHER FORECAST / CURRENCY CONVERTER
  • HERE’S AN EXAMPLE OF AN ONLINE BOOKING APPLICATION AND AN ILLUSTRATION OF SPECIAL OFFERS
  • HERE’S ANOTHER EXAMPLE OF AN ONLINE BOOKING APPLICATION AND AN ILLUSTRATION OF SPECIAL OFFERS
  • WHY HAVE A WEBSITE? – TO PRESENT YOUR PRODUCTS & SERVICES IN THE BEST POSSIBLE LIGHT AND TO MAKE IT AS EASY AS POSSIBLE TO BUYHIGHLIGHT SPECIAL OFFERS & PACKAGES CONSIDER OFFERING DISCOUNT VOUCHERSMAKE ONLINE BOOKING AS EASY AS POSSIBLE – SIMPLE FORMS EASY TO COMPLETEPROVIDE TESTIMONIALS / ENDORSEMENTS IN THE FORM OF QUOTES OR EVEN BETTER A VISUAL PRESENTATION USING A SHORT VIDEO ON YOUTUBE - A PICTURE IS INDEED WORTH 1000 WORDS AND THE WEB IS THE PERFECT PLATFORM TO SHOW ITMAKE SURE YOUR CONTACT DETAILS INCLUDING EMAIL ADDRESS ARE PROMINENTLY DISPLAYED ON EACH PAGE - DON’T LOSE ANY OPPORTUNITY TO HELP THE CUSTOMER MAKE THE DECISION TO BUY FOCUS ON CONVERSION – What do you want from your Website / sales-sales-sales!
  • HERE’S AN EXAMPLE OF A SITE SHOWING A RANGE OF ACTIVITIES AVAILABLE TO THE VISITOR WITHIN THE AREA
  • HERE’S A TOUR GROUP SITE WHERE THE OPPORTUNITY EXISTS FOR THE GROUPS OF VISITORS TO VISIT A VARIETY OF LOCATIONS/ESTABLISHMENTS WITHIN A REGION OR LOCALITY AND WHERE A CO-ORDINATED APPROACH CAN BENEFIT ALL
  • HERE’S AN EXAMPLE OF A SITE SHOWING A RANGE OF ACTIVITIES AVAILABLE TO THE VISITOR WITHIN THE AREA & IN THIS INSTANCE A FEATURE WHERE THE VISITOR TO THIS SITE MAY TAILOR THEIR PACKAGE OF ACTIVITIES TO SUIT THEIR OWN PERSONAL REQUIREMENTS
  • AS WELL AS BUILDING RECIPROCAL CONTACTS WITH OTHER TOURISM PRODUCT/SERVICE PROVIDERS IN THE LOCALITY ADOPTING A CLUSTER APPROACH HELPS TO FOSTER A COHESIVE TOURISM PRODUCT. THIS IS SEEN ALREADY OPERATING IN A NUMBER OF HUBS AROUND THE COUNTRY.WHEN ASKING VISITORS WHY THEY COME TO ANY SPECIFIC LOCATION THE ANSWERS OBVIOUSLY DIFFER AND THEY TYPICALLY REQUIRE A RANGE OF WHAT WE MAY CALL LINKED SERVICES E.G. SOMEWHERE TO STAY, TO EAT AND TO ENGAGE IN THE ADVENTURE / LEISURE ACTIVITIES. SO WHY NOT CAPITALISE ON THIS FACT AND LINK WITH OTHER RELATED BUSINESSES - GOOD EXAMPLE OF CO-ORDINATED APPROACH = WESTPORTBUILD RECIPROCAL LINKS TO YOUR SITE WHICH IN THE EYES OF GOOGLE CAN HELP TO RAISE YOUR RANKING.
  • HERE’S A EXAMPLE OF IMAGES USED TO PORTRAY ACTIVITIES
  • HERE’S A GOOD SCREEN SHOT OF A SITE OFFERING A VARIETY OF ACTIVITIES DEPICTED BY ACTION IMAGES
  • HERE’S A GOOD SCREEN SHOT OF AN AWARD WINNING SITE ILLUSTRATING A VARIETY OF ACTIVITIES DEPICTED BY ACTION IMAGES & EASY TO ACCESS FURTHER INFO & ROUTE TO BOOKING
  • USE YOUTUBE NOT JUST TO VISUALLY SHOW OFF YOUR ESTABLISHMENT AND FACILITIES, BUT ALSO TO ILLUSTRATE ACTIVE PARTICIPATION BY YOUR GUESTS AND WHY NOT ALSO PRESENT SHORT EXTRACTS OF VIDEO AS ENDORSEMENTS / TESTIMONIALS FROM THOSE THAT HAVE ENJOYED THE EXPERIENCE
  • HERE’S AN EXAMPLE TO ILLUSTRATE IMAGES USED TO REFLECT THE PROFILE OF THE YOUNGER AUDIENCE BEING TARGETED
  • HERE WE SEE AN EXAMPLE SITE WHERE YOU MAY ACCESS PHOTO IMAGES, MANY UPLOADED PERHAPS BY PREVIOUS GUESTS ALSO WE ILLUSTRATE HERE A GOOGLE SEARCH PAGE SHOWING AN ESTABLISHMENT USING GOOGLE MAPS AND IS SHOWN NEXT TO THE SEARCH RESULTS - HELPING TO MAKE THE ENTRY STAND OUT THAT LITTLE BIT MORETHE THIRD IMAGE SHOWS THE USE OF A WEBCAM AGAIN TO PROVIDE VISUAL ACCESS FOR SURFERS OF THE LOCAL WEATHER CONDITIONS USE THE OPPORTUNITY TO LINK YOUR VIDEO SHORT ON YOUTUBE BY GEOTAG TO GOOGLE MAPS AND ENSURE THAT YOU SET UP YOUR YOUTUBE FOR ACCESS BY MOBILE PHONEALL HELPS TO RAISE YOUR ONLINE PROFILE
  • REMEMBER YOUR WEBSITE IS YOUR SHOPFRONTBACK TO THE 7 SECONDS AGAINIT IS CRITICAL TO MAINTAIN A LIVELY AND VIBRANT WEBSITE IN ORDER TO GAIN SUCCESS ONLINEUSE STRIKING IMAGES THAT PRESENT YOUR SPECIALIST ACTIVITIES WELL AND ENTICE POTENTIAL VISITORS TO SEEK YOU OUTHIGHLIGHTING EXCITING NEWS, AWARDS, COMPETITIONS AND THE LIKE ALL HELPS TO CREATE A POSITIVE VIEW OF YOUR SITEMAKE THE SITE EYE-CATCHING BY USING VIBRANT IMAGES, ENGAGING VIDEOS AND DON’T FORGET THE CLEAR EASY TO ACCESS AND FOLLOW DIRECTIONAL MAPS - AS MANY OF YOUR ESTABLISHMENTS BY THEIR VERY NATURE ARE OFTEN LOCATED OFF THE BEATEN TRACKDON’T FORGET TO REVIEW / REDESIGN YOUR WEBSITE AT LEAST ONCE A YEAR
  • SOCIAL MEDIA APPLICATIONS ARE MANY AND VARIEDBE SELECTIVE – TAKE IT STEP BY STEP TO FIND THE RIGHT ONE(S) TO SUIT YOU – DON’T RUSH OUT TO ENGAGE ON TOO MANY AT THE SAME TIME – TIME RESOURCES WON’T PERMIT IT!
  • HERE’S A CLOUD IMAGE DEPICTING THE WIDE RANGE OF PRACTICAL APPROACHES THAT ARE OPEN TO YOU TO GET YOUR WEBSITE NOTICED
  • HERE’S AN ADVENTURE CENTRE SITE WHERE FACEBOOK & TWITTER ARE ACTIVELY USED TO CREATE AND DEVELOP AN ONLINE FOLLOWING TO GREAT EFFECT
  • HERE’S A COUPLE OF EXAMPLES OF REVIEWS ON TRIP ADVISOR FOR ADVENTURE/ACTIVITY PROVIDERS – THIS IS THE GROWING TREND AMONGST VISITORS – 80% + OF INTERNATIONAL VISITORS CONDUCT ONLINE RESEARCH PRIOR TO THEIR HOLIDAY SO KEEP A WEATHER EYE ON WHAT’S BEING SAID ABOUT YOU – YOUR ONLINE SHADOW SO TO SPEAK – ALWAYS THERE BEHIND YOU
  • THIS SLIDE ILLUSTRATES OUR OWN GROUP WEB-CHECKERS TOURISM SME’S ON LINKEDIN; AND A TOURISM FORUM ‘TALK TOURISM’ BOTH DESIGNED TO PROMOTE NETWORKING AMONGST TOURISM PROVIDERSBY USING PING YOU CAN LINK YOUR SOCIAL MEDIA ACCOUNTS TOGETHER AND MAKE MONITORING FAR EASIER VIA JUST ONE SITEYOU MAY ALSO MEASURE YOUR ONLINE ACTIVITIES VIA BIT.LY TO MONITOR WHICH SITES ARE REFERRING PEOPLE TO YOUR SITE – DIRECTORIES / ASSOCIATIONS ETC
  • WE ARE IN A CONVERSATION ECONOMYBY THE VERY NATURE OF THE PROFILE OF THE VAST MAJORITY OF VISITORS TYPICALLY AVAILING OF ADVENTURE / LEISURE ACTIVITY BREAKS THEY ALSO ARE AVID USERS OF TECHNOLOGY – SO IT’S BECOMING MORE AND MORE VITAL TO USE THIS CHANNEL TO COMMUNICATE TO YOUR POTENTIAL CUSTOMERS AND ESPECIALLY - GET INTO MOBILE NOW!TO ACCESS THIS VAST POTENTIAL MARKET WHY NOT OPEN A FACEBOOK ACCOUNT, OR A TWITTER ACCOUNT AND CERTAINLY MONITOR ENTRIES ON TRIPADVISOR TO ENCOURAGE FEEDBACK AND BUSINESS TESTIMONIALS – MOST VISITORS NOW SEEK OUT INFO ON TRIPADVISOR AS PART OF THEIR PURCHASING DECISIONALSO SET UP A LINKEDIN ACCOUNT TO EXPAND THE NETWORKING POTENTIAL FOR YOU AND YOUR BUSINESS AND INCREASE AWARENESS OF YOUR PRODUCT/SERVICE OFFERING OPTIMISE ALL DIGITAL ASSETS (Not just Web-Pages but Podcasts/Videos/Press Releases/Images etc) REMEMBER -MARKETS ARE CONVERSATIONS
  • HERE’S A YOUTUBE VIDEO SHORT MADE BY NATHAN KINGERLEE OF OUTDOORS IRELAND IN WHICH NATHAN OUTLINES HIS PERSPECTIVE ON SOCIAL MEDIA USE
  • WE HAVE PUT TOGETHER 10 TOP TIPS AND WE SEE HERE AND EACH WILL BE COVERED IN A LITTLE MORE DETAIL WITH SOME EXAMPLE WEBSITES USED TO ILLUSTRATE WHAT IS CURRENTLY BEING PRESENTED THROUGH THE INTERNET
  • AS WELL AS BUILDING RECIPROCAL CONTACTS WITH OTHER TOURISM PRODUCT/SERVICE PROVIDERS IN THE LOCALITY ADOPTING A CLUSTER APPROACH HELPS TO FOSTER A COHESIVE TOURISM PRODUCT. THIS IS SEEN ALREADY OPERATING IN A NUMBER OF HUBS AROUND THE COUNTRY.WHEN ASKING VISITORS WHY THEY COME TO ANY SPECIFIC LOCATION THE ANSWERS OBVIOUSLY DIFFER AND THEY TYPICALLY REQUIRE A RANGE OF WHAT WE MAY CALL LINKED SERVICES E.G. SOMEWHERE TO STAY, TO EAT AND TO ENGAGE IN THE ADVENTURE / LEISURE ACTIVITIES. SO WHY NOT CAPITALISE ON THIS FACT AND LINK WITH OTHER RELATED BUSINESSES - GOOD EXAMPLE OF CO-ORDINATED APPROACH = WESTPORTBUILD RECIPROCAL LINKS TO YOUR SITE WHICH IN THE EYES OF GOOGLE CAN HELP TO RAISE YOUR RANKING.
  • Transcript

    • 1. Top Tips for 2010 <br />http://www.youtube.com/watch?v=yv20oUz1p5w<br />
    • 2. Fáilte Ireland e-Business Support Online Marketing Top Tips for 2010<br />Presentation to <br />Tourism Adventure and Activity Forum<br />Galway Bay Hotel 5th November 2009 <br />Presented by: Steve Dudley Manager e-Business Development<br />Alex Keys – PDA e-Business Development<br />
    • 3. Top Tips for 2010 <br />Some stats for context:<br />3,600,000,000<br />How many photos are held on Flickr ?<br />5,000,000,000<br />How many minutes do people spend on Facebook per day?<br />100,000,000<br />How many videos are viewed on line per day ?<br />400,000,000<br />How many blogs are there ?<br />80%+<br />What % of purchasing travel related products/services is online ?<br />13,000.000<br />Number of reviews TripAdvisor has on it’s site each month ?<br />What amount of the Global Internet Population are visiting social networks?<br />2/3rds<br />
    • 4. Top Tips for 2010 <br />Must Dos: Top Tips for Adventure/Activity Websites for 2010<br />CONTENT IS KING<br />RANK WELL &amp; BE FOUND<br />STRUCTURE IT!<br />GOOGLE TOOLS / WEBSITE ANALYTICS<br />CLUSTER &amp; LINK<br />ENTICE &amp; ENGAGE <br />SOCIAL MEDIA<br />
    • 5. Top Tips for 2010 CONTENT IS KING<br />
    • 6. Top Tips for 2010 CONTENT IS KING<br />
    • 7. Top Tips for 2010 CONTENT IS KING<br />Images &amp; ‘how to’ guides<br />Community Links<br />Weather Forecast<br />Maps<br />
    • 8. Top Tips for 2010 <br />CONTENT IS KING<br /><ul><li>Up to date information
    • 9. Contact details
    • 10. Titles, page headings & introduction text
    • 11. Keyword phrases
    • 12. What’s new/on locally
    • 13. How to guides</li></li></ul><li>Channels Available to Reach a Wider AudienceRANK WELL &amp; BE FOUND<br />YOU<br />“PERSONA”<br />9<br />
    • 14. Top Tips for 2010 RANK WELL &amp; BE FOUND<br />Join www.yahootravel.com and create suggested itineraries for your area.<br />
    • 15. Top Tips for 2010 <br />RANK WELL &amp; BE FOUND<br /><ul><li>Optimise your site
    • 16. Use links
    • 17. Get listing on directories
    • 18. Maintain consistency and integrate all your online and offline marketing channels</li></ul>Find out how you rank compared to your competitors www.semrush.com<br />
    • 19. Top Tips for 2010 STRUCTURE IT!<br />
    • 20. Top Tips for 2010 STRUCTURE IT!<br />
    • 21. Top Tips for 2010 Google Tools<br />
    • 22. Top Tips for 2010 Google Tools<br />
    • 23. Top Tips for 2010 <br />STRUCTURE IT!<br />Make site accessible by:<br /><ul><li>search engine crawlers
    • 24. relevant technology
    • 25. compliance with best practice and W3C requirements </li></ul>Make site easy to:<br /><ul><li>navigate
    • 26. read & understand</li></ul>Comply with guidelines of the W3C WAI www.w3.org/WAI<br />
    • 27. Top Tips for 2010 Google Tools / Website Analytics<br />
    • 28. Top Tips for 2010 Google Tools / Website Analytics<br />?<br />
    • 29. Top Tips for 2010 <br />WEBSITE ANALYTICS<br /><ul><li> Monitor site traffic
    • 30. Review visitor trends
    • 31. Keyword phrases
    • 32. Bounce rates
    • 33. Usability issues</li></ul>GOOGLE TOOLS <br /><ul><li>Google Maps
    • 34. Google Keyword Tool
    • 35. Google Calendar
    • 36. Google Alerts
    • 37. Google Translations
    • 38. Google Analytics ?
    • 39. Google Adwords</li></li></ul><li> Top Tips for 2010 CALL TO ACTION<br />
    • 40. Top Tips for 2010 CALL TO ACTION<br />Online Vouchers: “recent article indicated that after social networking the most popular area of interest is related to online vouchers”<br />
    • 41. Top Tips for 2010 <br />CALL TO ACTION!<br /><ul><li>Easy to book / buy
    • 42. Special offers/ packages
    • 43. Downloadable vouchers
    • 44. Forms attractive & easy
    • 45. Testimonials
    • 46. Contact details</li></li></ul><li> Top Tips for 2010 CLUSTER &amp; LINK<br />
    • 47. Top Tips for 2010 CLUSTER &amp; LINK<br />
    • 48. Top Tips for 2010 CLUSTER &amp; LINK<br />
    • 49. Top Tips for 2010 <br />CLUSTER &amp; LINK<br /><ul><li>Research why Customers visit locality
    • 50. Build links to other product and service providers</li></li></ul><li>Top Tips for 2010 ENTICE &amp; ENGAGE<br />
    • 51. Top Tips for 2010 ENTICE &amp; ENGAGE<br />
    • 52. nathan<br /> Top Tips for 2010 ENTICE &amp; ENGAGE <br />NATHAN’S YouTube insert here<br />
    • 53. Top Tips for 2010 ENTICE &amp; ENGAGE<br />Upload a video from your area to YouTube. Be sure to Geotag on <br />Google Maps. Also upload to Facebook, you could use www.qik.com or <br />www.vimeo.com to upload video from your phone. Then Twitter the link to your <br />videos!<br />
    • 54. nathan<br /> Top Tips for 2010 ENTICE &amp; ENGAGE<br />NATHAN’S YouTube insert here<br />
    • 55. Top Tips for 2010 ENTICE &amp; ENGAGE<br />Create a Flickr gallery or upload your photos to Google Earth <br />using Picasa<br />
    • 56. Top Tips for 2010 <br />ENTICE &amp; ENGAGE<br />Keep your website alive:<br /><ul><li>lively content
    • 57. exciting updates
    • 58. use vibrant images, videos, virtual tours & maps</li></li></ul><li>Top Tips for 2010 SOCIAL MEDIA<br />?<br />
    • 59. GETTING YOUR WEBSITE NOTICED<br />Newsletters / online magazine <br />RSS Feeds / Widgets<br />Search Engine Optimisation<br />Win an Award – get in the news<br />Use Email signatures consistently<br />Fresh &amp; Catchy Content – product updates<br />Vouchers / Loyalty Schemes<br />Get listed in directories <br />Run Competitions<br />Podcasts &amp; Videocasts<br />Social bookmarking<br />Support Charity Work / Sponsorship <br />YouTube evocative presentations<br />Affiliate initiatives<br />Keep the message going <br />Organic &amp; PPC Listings<br />Innovate - problem solve<br />Use White label sites<br />Press releases<br />Participate in the online Community<br />Monitor how your site is used<br />Business Cards / Company Stationary<br />Place your content on other web sites - eBay<br />Write articles / Books / Create a Blog <br />Online Community Websites<br />Promote your web site on T Shirts<br />Write tutorials<br />Twitter / Facebook / LinkedIn<br />Listen to your Community<br />Offer consultancy<br />Utilise IPhone applications<br />Seasonal cards &amp; e-cards<br />Attend networking events &amp; organise your own<br />Merchandising - offer samples/free gifts<br />
    • 60. nathan<br />Top Tips for 2010 SOCIAL MEDIA<br />NATHAN’S YouTube insert here<br />
    • 61. Top Tips for 2010 SOCIAL MEDIA<br />Check out www.TripAdvisor.com and provide responses to engage with future <br />or past customers <br />
    • 62. Top Tips for 2010 SOCIAL MEDIA<br />Join www.linkedin.com and Talk Tourism to network with other professionals <br />and promote business related services. <br /><ul><li>Check out your listing on www.discoverireland.ie to ensure your business is represented to its best. Send updates to your regional tourism office
    • 63. Spend a few minutes per day on Twitter, Facebook, Trip Advisor and start creating a buzz about your area. Try www.ping.fm for multiple updates.
    • 64. Measure your online activities, e.g. www.bit.ly and watch external referrers on Google analytics.</li></li></ul><li>Top Tips for 2010 <br />SOCIAL MEDIA<br />“THE WORD of MOUSE”<br /><ul><li>Facebook
    • 65. Twitter ?
    • 66. LinkedIn
    • 67. TripAdvisor
    • 68. Bebo</li></li></ul><li> Top Tips for 2010 SOCIAL MEDIA <br />Outdoors Ireland<br />
    • 69. Top Tips for 2010 <br />Must Dos: Top Tips for Adventure/Activity Websites for 2010<br />CONTENT IS KING<br />RANK WELL &amp; BE FOUND<br />STRUCTURE IT!<br />GOOGLE TOOLS / WEBSITE ANALYTICS<br />CLUSTER &amp; LINK<br />ENTICE &amp; ENGAGE <br />SOCIAL MEDIA<br />D I G I T A L<br /> VOICE<br /> FOOTPRINT<br /> SHADOW<br />
    • 70. Top Tips for 2010 <br />THANK YOU FOR <br />YOUR ATTENTION<br />Q &amp; A?<br />

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