เปิดประตูสู่โลกออนไลน์ไปกับเทคโนโลยีสุดล้ำจาก ททท

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โดย คุณฐาปนีย์ เกียรติไพบูลย์ ผู้อำนวยการกลุ่มสารสนเทศการตลาด การท่องเที่ยวแห่งประเทศไทย เอกสารประกอบการอบรม Digital Marketing เมื่อวันที่ 26-27 กรกฎาคม 2554 ณ โรงแรม FX Resort Chaweng จังหวัดสุราษฎร์ธานี

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เปิดประตูสู่โลกออนไลน์ไปกับเทคโนโลยีสุดล้ำจาก ททท

  1. 1. ʽ F ก F ก ก .. ʽ F ก F ก ก ก
  2. 2. ก F ก ก F F F ก FF ก ก F ก
  3. 3. Today Outline1. ก ก F2. F ก F . 2.1 F F . www.tourismthailand.org 2.2 F B2B www.thaitravelmart.com 2.3 ก F กก ก F Social Network . 2.4 TAT Mb. Application 2.5 F ก ก . ก Thailand Super Deal
  4. 4. . ก Digital Citizen & Social Media . (Destination Promoter) ก F ก Digital Traveler F/Publisher Content Editor F F F F F Info Online Moderator Photo Video F ก F ก F CD Rom Facilitator Guidebook F ก F ก F ก F F กF ก F F ก ก ˈ F
  5. 5. ˈ F F F Internet ก . 2010 1.96 F ก ก ʾ 2000 ก F400 %ก F F กF Digital Marketing ˈ ก F ก ก F ก F ก ก ก F
  6. 6. Digital Citizens Online TravelerCountry Population Internet User Internet User Growth (F ) ʾ 2000 ( F ) - . 2010 ( F ) %China 1,330 22 420 (*31.6) 1,776Japan 126.8 47 99 (*78.2) 60South 48.6 19 39.5 (*81) 107KoreaIndia 1,173 5 81 (*6.9) 1,520Thai 66.4 2.3 17.4(*26.3) 660 * F F ก
  7. 7. ˂ ก ก F กF ˁ ก ก F ˈ F ก ก F ก F Digital Media Outline map Priority Targeted Countries
  8. 8. CHINA
  9. 9. JAPAN
  10. 10. ก F กก F F กก F F ก F F Fก F Portal ˈ ก F F กKOREA F Social Networking Blog
  11. 11. USA.
  12. 12. 1. ก ก F content web 2.0 - Social Media• ก ก web 2.0 F ก ˈ ก F ก F ก F ˈ F F F F ก• ก F ก ก ˈ F ˆ• F ก F F กก F ก ก F ก F ˈ Producer Consumer Pro-sumer F
  13. 13. ก F กF F ก ก ( F F ก F ) ก ˈ ก F F ก กF F1752 1916 1930 1970 2010 &First Radio TV Computer BeyondNewspaperPublished
  14. 14. www.travelistic.com Tom search and sees the VDOJane travels to Thailand while planning a trip to Thailand and uploads a VDO on Travelistic Tom likes this VDO a lot and put it on his blog/SN. It is seen by his 1000 daily readers.
  15. 15. Intelligent to UseTechnology Intelligent to SearchMake travelers more Intelligent to ShareSmarter Intelligent to Compare and Intelligent to purchase
  16. 16. Success Case for e-Tourism Marketing F F F ก 25 ก . F ก F F Fwww.akhahill.com ก Fก ก internet e-marketing F
  17. 17. Viral Marketing ก F ˈ ก F ก FNew Client
  18. 18. • F website, Blog, Facebook Page F ก• F F F F• F ก ก ก F ก F FF ˈ F ( review F )• ก F F F F F F ( F story ) ก F F F F F F ( F story )
  19. 19. Responsible Travel / Voluntourism Meditation/Pilgrimage Tourism Medical TourismGreen Travel (Carbon Zero Tour) Wheelchair Travel in Thailand http://www.wheelchairtours.com/Off the beaten track or UNSEEN in your Villegebased / Agrotourism Tourism Destination Farmstay / Homestay Tourism Social Media F ก LongTail ˈ F F F F
  20. 20. F present F ก Thai Spa Standard Thailand Tourism Thailand Tourism Green Globe Clean Food Green Leaf Standard Awards Standard Standard Standard F ก ก ˈ (Trend)Green Heart Green Logistic Green Attraction Green Community Green Activity Green Service Green Plus
  21. 21. Sample : BLOG Sukko Spa @ Phuket ก e-marketing F ก F
  22. 22. 1. Uploading Trip Idea 2. Uploading Opinion, 3. Uploading 4.Uploading Review Travel Guide Video Yahoo travel Trip Advisor Lonelyplanet Youtube 5. Uploading 6.Uploading 7. Create / Join user picture official content only net group/Blog Flickr Wikipedia Yahoo travel/ Blogspot
  23. 23. Uploading Video ก Viral ก F Tourist Police 1155 Your First FriendF F F F youtube F ก F F
  24. 24. F
  25. 25. - Search F ก ก ก F ก F F F ก F VDO กF ก ก- ก ก ก F ˆ F internet F ก ก package F F F F World most popular and largest travel community , with more than 32 million unique monthly visitors, more than 35 million trusted reviews and opinions 25
  26. 26. ก ReviewTripAdvisor ก link F website . www.tripadvisor.com
  27. 27. ก ก Travel Review Site 1 ก www.TripAdvisor.com/Owners
  28. 28. “Once that I’m going online, 90% of my client are foreigners and they booking online both direct and via OTA”.booking F
  29. 29. 1. Get Consumer insights2. Interact with traveler • Build up relationship • Online crisis/Reputation management Keep Inform / Reputation mamangement Forum F
  30. 30. Online Crisis &Reputation Management
  31. 31. Big Cleanup Day (1day) 294 Like 68 very positive Comments total ofTAT’s Social Media 58,811 impressions in only 3 hrs. ก ก Fก F F F ก F ก ก ก F
  32. 32. 2. F ก F . 2.1 ก F F . (www.tourismthailand.org) F F ก F ก F F ก กก F ( ก F F ก ก ) Eng/International Thai
  33. 33. New Site Map “Content” Value Asset Content About Travel and Where What to see Where to Food & Travel Travel Ideas TravelHome Shopping Multimedia Thailand Transport to go & do stay Drink Deals & Inspiration Directory Travel to Events Accom. Restaurant Shopping Suggested Guide & Overview Regions Accom Accom Thailand Calendar Directory Dir. Dir. Itineraries Map Fast Travel Culinary Shopping Travel Cities Activities Flight Transport E-Brochure Facts around Classes Guide experience Sights & Shopping in Travel Interactive Geographic FAQ City Guide Recipes Tours Attractions attractions Thailand Stories Map History Interactive Tour & What to Insider’s Photos, Accom Tickets Restaurant & Culture Maps Packages buy Guide (Tips) VDO, Audio Travelers’ Traveler Religion Transport Restaurant Shop Photos Essentials reviews Agent in Tours, Tour Nature Shopping Photos Videos Your country packages Operators Offer from Special Travel Weather Transport Videos Wallpaper Your country offers Agents Flight Screen Politic Attractions From oversea saver Economy Things to do Others Language & Events E-game Comm News MAP E-card Resources Visitor Centers Related links
  34. 34. F F ก ก F กก F F ˈ ก F Promote their business and contact details Promote their products Promote their special offers Promote their events Promote their consumer news Lead visitors to their websites Click to their website Lead booking and inquiries to them via emailTravelers browsing TourismThailand.orgwebsiteand interested intheir products Send inquiry from TAT to them via email
  35. 35. For Travel Supplier: F F ก ก FOperator.TourismThailand.org
  36. 36. For Travel Supplier: F F ก ก ก F Operator.TourismThailand.org
  37. 37. For Travel Supplier: ก ก F F F summit F F F
  38. 38. F ก ก F e-mail ก F Click Activate link F F ก F
  39. 39. Register Completed
  40. 40. F web 2.0 ก website F Professional Business TemplateTour & Package Restaurant Shop Travel Deal F F feature F F ก ก ˈ F F ก F F ก ก
  41. 41. More Suppliers / Agents ParticipationEvent & Festival Supplier / Agent Info Attraction F F F ก F ก ก F F F ก ก F กF F F
  42. 42. More Travelers Engagement User-generated Content User Account Insider TipsF F ˈ web travel 2.0 ʽ ก F ก F FF F F ก F F
  43. 43. More InteractiveInteractive Map Travel Time Culculator
  44. 44. Join Mini-site F
  45. 45. 2.2 Trade and Supplier portal Development www.Thaitravelmart.com(new phrase) ThaiTravelMart.com ˈ website ˈ F ก F ก ก Business to Business (B to B) กF F ก ก F ก ก ก F FF Online website ˈ Fก ก F F ก ก website F . Travel directory ก web portal Fก F F
  46. 46. E-Learning Center
  47. 47. Promotion Materials for Trade TAT’s Trade Event Notification
  48. 48. 2.3 F F F FTAT’s Social Media I share I upload I post I blog Social Network ก F Fก ก ก ˈ F กF ˈ Social Networking Site F F F ก
  49. 49. TAT’s Social Media
  50. 50. TAT’s Social Media Mission : Giving people the power to share and make the world more open and connected ˆ F ก 100% กก F F Engage ก F ก F F F Brand
  51. 51. The Official Social Media for Thailand Tourism
  52. 52. 161,442 People Like This as of April, 2011
  53. 53. Amazing Thailand Join AmazingThailand Fans inRegister at : www.Facebook.com
  54. 54. . . F ˈ F F F F F ก F ก F TAT Governor Facebook.com/IamSuraphon Twitter.com/Iamsuraphon
  55. 55. F F กก Hotel Chain “Accor Hotel Bangkok” French Restaurant F F
  56. 56. Register at : www.twitter.com www.twitter.com/Thailandfanclubwww.twitter.com/Go2Thailand Eng / Worldwide Communities Follow @ThailandFanClub @Go2Thailand Thai
  57. 57. ก F- TAT’s E-Citizens Support ก F F- Align with TAT’s PR Inter & Domestic Campaign- Segmentation & Niche Marketing- Fresh Content, Quick Response and 24/7 management- Sukjai Characters: Feel Like Friend- Bring On-Offline Activities- Creative & Innovative Activities on Facebook platform ก ก Social Media F F
  58. 58. 2.4 TAT Mb. Application F ก F F F ˈ F ก กF ก F F F F F ˈ F F F ˈ ก F F
  59. 59. ก Fก F Smart Phone ก ʾ 2008 -2011ก5 ʾ F F ก ก FF F internet F smart phone กก F PC Labtop
  60. 60. TAT’s Official Application is now activated http://Mobile.tourismthailand.orgAmazing Thailand App is now available to download on ...
  61. 61. CONTENT The “Amazing Thailand”mobile application covers avariety of over 10,000 content to help travelers get the most out of their visit to Thailand.
  62. 62. FEATURES ‣ Share on facebook‣ Search on Map ‣ Share to twitter‣ Near By ‣ Send email to friend‣ Filter Search
  63. 63. 2.5 ก F ก Thailand Super Deal 2011 ก ก F F ก F F F F www.Tourismthailand.org F ก www.ThailandSuperDeal.com ก ก F F ก F F ก ก FF F F F Fก F ก ก F F F FF Free Powerpoint Templates
  64. 64. ˈ Fก ก F ก ก ก(Super Deal) F ก ก F F ก Deal F ก กก ก F F F Social Network ก F -ก 2554+ +
  65. 65. www.tourismthailand.orgwww.thailandsuperdeal.com Call Center 08-784-7844
  66. 66. Mobile SMS E-Direct Mail eDM1 eDM2 ***eDM3 referral to friends/family F ก • DJ PR. GreenWave 106.5 •Banner Ads F ก F Sanook , Kapook , Pantip , Mthai ˈ F •Facebook Ads •Exclusive interviewCall to Action : ก F F Deal •P.R. F F F •EDM F Database . ก F 500,000 •P.R. F ก F Blogger • ก ก ก TAT DB
  67. 67. - F กก ก ก ก ˂- F F F F F Fก- ก F F ก Case study F- Fก F F- ก F F (Photo, VDO, Review)- ก F F F ก F F
  68. 68. / Thapaneek @ Thapanee Thapanee.kia@tat.or.thE-mail : Mitgrp@tat.or.th www.tourismthailand.org

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