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YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
YAC Course - Communication and web marketing
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YAC Course - Communication and web marketing

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Session 4 of the course in Responsible Tourism Management. …

Session 4 of the course in Responsible Tourism Management.
Youth Action for Change & Antipodi Tourism

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  • 1. Communicationand <br />Web marketing<br />online course in responsible tourism development session #04<br />Luca D’Angelo<br />
  • 2. Agenda<br />Destination Image and Destination Brand<br />The Role of Marketing Communication and Promotion<br />How to work on Marketing communication<br />Web marketing<br />
  • 3. Destination image and destination brand<br />Marketing communications can be an excellent tool for selling vacations and other products and services, but not for manipulating fundamental cultural preceptslikenationalimage<br />For the travel and tourism industry, destination image is fundamentally important.<br />That’swhyit’scritical to work on destination image and destination band<br />3<br />You do not change people’s perceptions of a country with advertising. You change people’s perceptions by finding the truth, finding an idea that embraces that truth and putting it through everything they do.” <br />Wally Olins<br />
  • 4. Destination imagecharateristics<br />The images are nothing more than the simplification of a large number of associations of ideas and bits of information related to a particular place<br />Are &quot;products of the mind&quot;, assembled to try to examine and &quot;essentialize&quot; a large amount of data.<br />An image is essentially a very personal perception of a destination, variable from individual to individual. Different people may have different images of the same place.<br />Destination images <br />are usually stereotyped<br />gain clarity and a univocal character together with the increase of the amount of information regarding the country.<br />are more differentiated and complex for those who have already visited the place.<br />4<br />
  • 5. How destination imageforms<br />5<br />Source: Simon Anholt<br />
  • 6. From destination imageto destination brand<br />Destination image is a key element, probably the most relevant, of a destination brand<br />The term ‘brand’ is often misunderstood. We use the term ‘destination brand’ to refer to a destination’s competitive identity. <br />Destinations around the world are increasingly recognisingthe importance of their brand as the source of their international competitiveness. <br />Those that do not clearly understand, articulate and apply their brand essence and values in marketing communications and behaviour will fall behind their competitors.<br />6<br />
  • 7. Destination brand keyaspects<br />7<br />Source: Simon Anholt<br />
  • 8. What is not a brand?<br />8<br />
  • 9. Country Logos..Are all Brands?<br />9<br />
  • 10. How to develop a destination brand<br />Branding is for everyone . All destinations should, develop a brand, regardless of the size of their marketing budgets.  Big budgets only buy greater audience penetration. They do not buy betterbrand values.<br />A destination should focus on its core market segments when developing a brand<br />Different Stakeholders should be involved in developing the brand.<br />Building a destination brand requires answers to the following questions on behalf of potential visitors:<br />- What are the main things I like about the destination?<br />- What sort of place is it?<br />- How does it make me feel?<br />- How would I describe it in one sentence?<br />- What makes it different from all other destinations?<br />10<br />
  • 11. The New Zealand Way<br />New Zealand is recognised as perhaps the world’s place brand pioneer and most successful case of nation branding “The New Zealnd Way”<br />The nation position itself the following the concept of “Beingatone” andfocusing on its natural environment, youthful energy and quality <br />A clear marketing proposition, built on a strong set of brand values, based on nature and adventure, which were vigorously and consistently marketed trough the slogan = “100% Pure”<br />New Zealand’s advertising powerfully conveys these values by projecting an engaging youthfulness, an unspoilt natural environment and the prevalence of adventure activities<br />The key factor of New Zealand Destination brand success:<br /> partnership across different sector<br />commitment to well-resourced marketing campaigns, <br />the courage to stick with the core idea (nature) for several years (10), to enable New Zealand to position as the world capital of adventure tourism and unspoilt natural scenery. <br />11<br />
  • 12. 12<br />
  • 13. 13<br />
  • 14. The role of Marketing Communication<br />A brand is the fundamental building block from which all marketing communications and behaviour should flow,<br />The main role of communication:<br />help to quickly change the collective imagination of those who do not know the destination and to increase tourist flows;<br />Link sustainable tourism products to market<br />14<br />
  • 15. Develop a CommunicationStrategy<br />15<br />
  • 16. Type of promotion, different communication<br />16<br />Source: Dore and Crouch<br />
  • 17. Type of promotion, different communication<br />17<br />Source: Dore and Crouch<br />
  • 18. Communicating Tourism Products why?<br />18<br />
  • 19. Brochures and printMaterialItworksif…<br />have impact in the public<br />drawattention<br />be exposed (tourist offices, fairs, resorts, Adv)<br />avoid ending up in the trash without being read<br />be &quot;readable&quot; and &quot;understandable&quot;<br />interest and attract the reader<br />be appropriate for the target goal<br />19<br />
  • 20. Using better Images Keep the focus on people and experience<br />20<br />
  • 21. Writing your textSells the experience, not just the destination<br />21<br />
  • 22. Some tips for responsible tourism communication<br />22<br />
  • 23. Web MarketingWhyeverybodyistalkingaboutit<br />Access to a huge global audience of potential new customers;<br />Comparatively low cost of entry;<br />Cost effectiveness compared to traditional forms of marketing, such as advertising;<br />The ability to measure and analyse the effectiveness of activity in a timely manner;<br />Automated processing of enquiries and bookings, reducing the need for ‘manpower’ and labour.<br />23<br />
  • 24. Digital marketingNotonlyyourwebsites<br />24<br />
  • 25. Website at the center of marketing communication activities<br />25<br />
  • 26. Website at the center of marketing communication activities<br />26<br />
  • 27. Search Engine Marketing<br />27<br />whyis so important?<br />
  • 28. The differences<br />28<br />
  • 29. .<br />Keywordsadvertising/PPC<br />29<br />
  • 30. Mainstep of a PPC campaignworkseffectively with budget between 5000 e 10.000 euro<br />30<br />
  • 31. Thank you very much!<br />Luca D’Angelo<br />mail: luca.dangelomail@gmail.com<br />skype: luca.rocksteady<br />31<br />
  • 32. Conversatingwithyour market<br />NEXT WEB GOES SOCIAL<br />Contribution by international expert<br />Francesco Falcioni, Web Department<br />Trentino Marketing S.p.a.<br />
  • 33. Agenda<br />Social …? About social networks<br />How do I speak social, to say what?<br />Facebook: free tools to tell your stories<br />Someone does it already<br />Linkography<br />
  • 34. Different ways you get to people<br />Social …? About social networks<br />ForresterResearchaboutdigital marketing strategy:<br />Paid media<br />wherebrandsbuyvisibility in ordertoconvey a messagethatinterruptsuser’s experience<br />i.e.: banner, tv ads, press<br />Owned media<br />  wherebrandsspeakaboutthemeselves and theirproduct in a totallycontrolled way<br />i.e.: website, mobile site<br />Earned media<br />everywhereinterested people get information about a brand,<br /> a product and the wholeenvironmentthatbuilds the experienceofthatproduct<br />i.e.: blogs, word ofmouth<br />social networks<br />
  • 35. How does social information work?<br />Social …? About social networks<br />Theoryisas easy asthis: Check out video<br />Social networkingsites = social media<br />Toolsforsharing and discussing information. <br /> Youcan use Social Media to facilitate Social Networking. <br />Social Networking<br />Useofcommunities and social platformsof interest toconnecttoothers.<br />
  • 36. conversationisnotonlyspeakingaboutyourself, buttryingtostimulateinvolvement. Contests, quizzes, askingfor personal experinces or whateveryourcreativitysuggestyou can stimulate people toreact.<br />Moderate yourselfwithmoderation. Remeberyou are speakingtoyour market in a ‘off the records’ environment<br />Storiesforreaction<br />How do I speak social, to say what?<br />Yourdestinationhasstoriestotell<br />Fromcalltoactiontocalltoreaction..involve!<br />yourproducts, yourhabits, yourhistory/ies. Tellthemhowyourdestination can help themfeelbetter. <br />non commercial posts, don’t speakonlyaboutyourself. people are notlookingforyourbrand, they are lookingforexperiences.<br />HINT:set down youreditorialplan (copywriting), thentranslateit in piecesof story (social editing)<br />
  • 37. Social language and actions<br />ACTIONS<br />You can invite people toact (clic, watch, see) butyoualsoneedtotellthemtoreact (or resonate) toyourcontent (share, like, comment, spread). People’s reactionsgetvisibilityforyourpiecesof story, and stimulate word ofmouth.<br />LANGUAGE<br />Languageisdifferentfromofficialspeaking, and far fromjournalisticone. <br />Itiseverydaylanguageturnedtohypertext. Itusesemoticonsratherthanlenght (butnottoomany ;) ) tovehicletones and intentions.<br />How do I speak social, to say what?<br />
  • 38. Don’t miss the must: facebook<br />More than 500 million active users<br />There are more than 250 million active users currently accessing Facebook through their mobile devices<br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.<br />watch: how to build your brand on facebook<br />Facebook: free tools to tell your stories<br />
  • 39. All social media in one media<br />Facebook: free tools to tell your stories<br /><ul><li>Places and dealstobewiththem on site, givethemadivce and offerthemdiscounts (still beta). Get the most out oftheirsmartphones!
  • 40. Publishaneventtoletthemknowitexists and thatyourdestinationisactive and dynamic
  • 41. Picture albums and videostotellyourstories and gathertheirexperiences
  • 42. OPEN GRAPH PROTOCOL: adaptyour website forbringingyourpages inside facebook, and facebook inside yourpages
  • 43. Notes and forum to make them know, discuss and become your network
  • 44. Taggingand messagestoinvitethem and getattention
  • 45. Social ads: bringyourpagedirectlytoyour target usingfacebookads (paid CPC or CPM)
  • 46. Custom applicationstoentertainthemwithyourcreativity</li></li></ul><li>LOVE UK EXPERIENCE<br />Someone does it already<br /><ul><li>Easy goinglanguage
  • 47. Mix of information, promotion, entertainment
  • 48. Custom game appsto involve in mainevents
  • 49. Useofapplicationto take advantageofgeolocation AND mobile </li></li></ul><li>Linkography<br />About social media:<br />http://www.examiner.com/networking-in-national/social-media-vs-social-networking-what-s-the-difference<br />http://wearesocial.net/ (http://wearesocial.it/blog/2011/04/la-conversazione-gli-influencer-levoluzione-di-quattro-tipi-media/ )<br />https://www.facebook.com/press.php<br />http://www.forrester.com/rb/search/results.jsp?N=0+100+133001&amp;s=1&amp;cm_re=Navigation_010710-_-research_subnav-_-free_research<br />http://mashable.com/social-media/<br />http://mashable.com/category/facebook/<br />http://www.independent.co.uk/life-style/gadgets-and-tech/news/munroes-map-for-social-networksrsquo-lost-souls-2111356.html<br />Some goodfacebookdestinationpages<br />https://www.facebook.com/LoveUK (official UK page)<br />https://www.facebook.com/purenewzealand (official New Zealand page)<br />https://www.facebook.com/tirol (official page fopr Tirol, Austria – mainly german)<br />https://www.facebook.com/VISITFLORIDA (official page for Florida)<br />https://www.facebook.com/visittrentino.it(official page for Trentino, Italy – mainly italian)<br />Some ‘Howtofacebook’:<br />Create a fanpage on facebook (first youmusthave a facebookprofileto link toit). Follow the wizard.<br />Create anevent on facebook<br />Use and create picturesalbums on facebook<br />Bring facebook in your website, your website into facebook (Open Graph Protocol)<br />Language and andsociality:<br />http://www.cluetrain.com/<br />
  • 50. Thankyou<br />Being on social network islikekeeping a pet.ittakes a littleofyourtimeeverydaybutit can give big satisfaction<br />

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