Enter2011 Luca Preto - Davide Guzzetti - ticinoinfo sa

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  • 1. Ticinoinfo III: how to merge different types of data (raw, multimedia, editorial) according to each and every specific marketing need.
    Luca PretoOnline Marketing Manager ticinoinfosa
    Davide GuzzettiConsultant and Project ManagerTinextsa
    1
  • 2. Agenda
    About ticinoinfo
    Building up a DB: Ticinoinfo II
    Allowing marketing promotion: The new project
    Multi-layer structure
    Web 2.0 functionalities
    Multi-channel distribution
    Project benefits and conclusion
    2
  • 3. Facts about ticinoinfo
    Founded in 1997
    5 employees
    Mission: collecting and distributing tourism-related information about Ticino, the southermost canton in Switzerland.
    Shareholders: Ticino Turismo, GastroTicino, Hotellerie Suisse Ticino, Bellinzona Tourism, Lago Maggiore Tourism, Mendrisio Tourism
    Partners: It works as a data bank and reference point for ticino’s tourism industry and tourism operators and its information is directly used by local tourist boards, local restaurants and hotelier association.
    3
  • 4. Ticinoinfo II: Project Objectives
    Ticinoinfo II (2004) objectives:
    • Creating a shareddatabase
    • 5. Collecting data
    • 6. Data distribution
  • Ticinoinfo database
    Ticinoinfo collects, manages and distributes structured content from itsshareholders and otherentities. Ticinoinfo database contains over 60.000 tabs of various kinds, namely:
    Events (events, premium events, top events)
    Accommodation (hotels, vacation homes, campings, hostels, cabins, cottages, B&B, venues for seminars and meetings)
    Gastronomy (restaurants, wineries, wines, typical products)
    Touristic information (cities, landmarks, museums, theaters, tours).
    Database records are created and managed by shareholders directly in the ticinoinfo database.
    Ticinoinfo deals with the collection, processing and redistribution of data, which are available to all shareholders.
  • 7. Ticinoinfo database: entities
    Shareholders
    Partners
    Customers
  • 8. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos
    Data processing: DB content
  • 9. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos
    Data processing: DB content
  • 10. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos
    Data processing: DB content
  • 11. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos
    Data processing: DB content
  • 12. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos
    Data processing: DB content
  • 13. ascona-locarno.com
    ticino.ch
    shareholder’s websites
    hotelleriesuisse-ticino.ch
    Partners
    Buy content
    Ticinoinfo II: architecture
    provide content
    Customers
    Shareholders
    Buy content
    SHARED CONTENT
    (provided by shareholders)
  • 14. Benefits
    Lower overall costs through centralized technology
    High control over shared content
    Same information on many different websites/pages (synchronization)
    BUT
    Low customization possibilities
    Same content on several websites
  • 15. Ticinoinfo III: Project Objectives
    Ticinoinfo had to takle the project in order to meet the following objectives:
    • Creating an appealing user interface
    • 16. Allowing partners and shareholders to personalize their own content
    • 17. Integrating with social networks
    • 18. Distributing information on multiple channels
    FROM TECHNICALITIES AND DATA COLLECTION TO CUSTOMER-CENTRICITY AND MARKETING ORIENTATION
  • 19. Introducing the new Ticino.ch
    15
    http://www.youtube.com/watch?v=umYt4qR28Zw
  • 20. SOCIAL NETWORKS
    MOBILE
    sharing
    iPhone app
    Mobile version
    embedding
    hotelleriesuisse-ticino.ch
    PERSONALIZATION OF CONTENT
    (WCM Magnolia)
    mediazone.ticino.ch
    meetings.ticino.ch
    emozioni.ticino.ch
    ascona-locanrno.com
    ticino.ch
    SHARED CONTENT
    (java admin client)
    Project’s architecture
  • 21. Multiple layers
    Core basic information (centralized DB)- Title and short description
    • Geo-location (lat. – long)
    • 22. Pictures
    • 23. Contact data
    SHARED DATA LAYER
  • 24. Multiple layers
    Personalized marketing information (WCM)- Additional text
    • Additional pictures and video
    • 25. Banner and teasers
    • 26. Related content
    • 27. External and download links
    PERSONALIZED DATA LAYER
    SHARED DATA LAYER
  • 28. Multiple layers
    Social Networks information (WCM and API)- Flickrphotogalleries
    SOCIAL DATA LAYER
    PERSONALIZED DATA LAYER
    SHARED DATA LAYER
  • 31. Multiple layers
    SOCIAL DATA LAYER
    PERSONALIZED DATA LAYER
    SHARED DATA LAYER
  • 32. As result
    Shared core data always up-to-date
    Every institution or tourist board can add its own editorial layer providing standard content with a personalized marketing appeal
    Institutional information from tourist boards can be augmented with data coming from social networks
  • 33. Benefits for ticinoinfo
    Lower overall costs through centralized technology
    Better goodwill and higher levels of usage from partners
    Better communication with users through social networking tools
    Better delivery of content on different devices
    Control across all the web properties
  • 34. Benefits for partners
    Easy-to-use CMS, no technical expertise required
    Faster time to market through simple interface for content creation
    Good balance between flexibility and need for consistency
    Reduced costs:
    the most of the activities can be performed directly by authors via CMS. No need for an agency to intervene;
    shared infrastructure, shared costs of licensing and maintenance.
  • 35. Multi-site support
  • 36. Multi-channel distribution
    iPad site view
    iTicino
    Lugano city Guide
  • 37. Web 2.0 features
  • 38. Visit now the ENTER11 webpage on ticino.ch
    www.ticino.ch/enter
  • 39. Conclusion
    The new ticino.ch portal, built with magnolia CMS, addresses the goals of data personalization, social media integration, and multi-channel distribution. It provides local partners, including tourist boards, with an easy-to-use and powerful tool for managing their online communication and promotion.
    Equally important, the new system has also helped ticinoinfo gain greater goodwill from local tourist boards and hotel associations, who now have the autonomy to create customized promotions while leveraging ticinoinfo’s excellent database of resources and events.
  • 40. Thank you for your attention
    Strada Regina 43
    Lugano-Bioggio
    Switzerland
    T. +41 (0)91 612 22 66
    sales@tinext.com
    www.tinext.com
    Via Lugano, 12
    Bellinzona
    Switzerland
    T. +41 (0)91 821 53 33
    info@ticinoinfo.ch
    www.ticinoinfo.ch