WHAT THE HECK IS     MOBILE MARKETING?       HINT: ITS NOT THE KIND OF MARKETING       YOU CAN PACK IN A SUITCASE.Monday, ...
WHO ARE THESE                         GUYS ANYWAY?Monday, 5 November, 12
Director AT            Director AT                                              JUNCTION              JUNCTION            ...
CHRIS DADSON                                          PRESIDENT                                           TOURISM         ...
WHAT ARE WE                         GOING TO TALK                            ABOUT?Monday, 5 November, 12
“SoLOMO”Monday, 5 November, 12
1.1 BILLION                           3G SUBSCRIBERS                               WORLD                                WI...
N O W             G ER           IN V          S O        OW OR       R F      B S    LE NT   I U OB CO                   ...
18%                                13%            9%                         2010      2011     2012                      ...
1 IN 3                          CANADIANS HAS A                         SMARTPHONEMonday, 5 November, 12
16 MILLION 3G SUBSCRIBERS IN CANADA                               62% PENETRATION RATEMonday, 5 November, 12
Monday, 5 November, 12
600 MILLION               FACEBOOK MOBILE USERS WORLDWIDE               11 MILLION               FACEBOOK MOBILE USERS IN ...
61 %     ERSM                                US ES                              NE CH                                     ...
61%                               OF CUSTOMERS WHO GO TO                               A MOBILE UNFRIENDLY SITE           ...
MOBILE WILL BE                          6.5%                         OF ONLINE TRAVEL   $2.6                              ...
82%                            OF MOBILE                          HOTEL BOOKINGS                         ARE FOR THE SAME ...
MOBILE MARKETING                          ISN’T THAT HARD.                         YOU’RE PROBABLYMonday, 5 November, 12  ...
THE MOBILE                            WEBMonday, 5 November, 12
Monday, 5 November, 12
MOBILE SEO       MOBILE USER EXPERIENCE                                                                         4         ...
MOBILE                  APPLICATIONSMonday, 5 November, 12
BOOKING APPS   AUGMENTED REALITY   DISCOVERYMonday, 5 November, 12
SMS                         MARKETINGMonday, 5 November, 12
IT’S ALL ABOUT                           THE OPT-INMonday, 5 November, 12
MOBILE                   SOCIAL MEDIAMonday, 5 November, 12
SOCIAL   =   MOBILEMonday, 5 November, 12
CLICK TO CALL   SOCIAL PROMOTIONS   LOYALTY & RETENTIONMonday, 5 November, 12
LOCATION                         SERVICESMonday, 5 November, 12
SOCIAL   =   LOCAL                                       =   MOBILEMonday, 5 November, 12                         “SOLOMO”
SEARCH OPTIMIZATION   PROFILE OPTIMIZATION   CONTENT / DISCOVERYMonday, 5 November, 12
MOBILE                         ADVERTISINGMonday, 5 November, 12
THE CONVERSION FUNNEL                            TRAFFIC ACQUISITION COSTS                             SITE CONVERSION RAT...
SEARCH / CLICK TO CALL   MOBILE DISPLAY   FACEBOOKMonday, 5 November, 12
SCENARIo #1                         “The SEARCHER”Monday, 5 November, 12
1. THE SEARCH   2. VIEWS PROFILES   3. READS REVIEWSMonday, 5 November, 12
4. GOES TO MOBILE SITE   5. CHECKS SPECIALS   6. BOOKS ONLINEMonday, 5 November, 12
OPTIMIZE FOR LOCAL SEARCH                          & RUN MOBILE SEARCH ADS                               •USER FEWER CHARA...
DELIVER A MOBILE FRIENDLY                              WEB EXPERIENCE                              • PEOPLE INTERACT WITH ...
SCENARIo #2                         “THE ACTIVITY                            SEEKER”Monday, 5 November, 12
1. ENSURE SOCIAL PROFILES    2. PROVIDE HELPFUL TIPS    3. PROVIDE CATEGORIZED                         ARE WELL SETUP & BR...
ENGAGE W/ LOCAL      THANK GUESTS VIA       TAG USERS AND LOCATIONS                           COMMUNITY       TWITTER & GE...
BUILD LOYALTY BY BEING                            SOCIAL & HELPFUL                             •                          ...
Monday, 5 November, 12
The Year was 2007.                              KootenayRockies.com                                was 10 years old.      ...
Monday, 5 November, 12
WINNER                         2008 BC TECHNOLOGY IN                            TOURISM AWARDMonday, 5 November, 12
NOVEMBER 2011                         KOOTENAYROCKIES.MOBI                              RELAUNCHED                        ...
KOOTENAYAPPMonday, 5 November, 12
• Phone numbers activated by a click                         • Ferry schedules                         • Road reports     ...
KOOTENAYAPPMonday, 5 November, 12
CONNECTED TRAVEL                              • DO MORE THINGS WHILE IN THE REGION                              • SPEND MO...
APP PROMOTIONMonday, 5 November, 12
VISITOR CENTRE PROMOTION                               SUMMER 2012                                                        ...
LUGGAGE CAROUSEL                         CANADIAN ROCKIES INTERNATIONALMonday, 5 November, 12
EXTENDING MOBILE ACTIVITIESMonday, 5 November, 12
VS.                         • HCCB designed specifically for mobile devices                         • HCCB is a code that ...
Monday, 5 November, 12
Monday, 5 November, 12
WHAT’S NEXT                           FOR US?Monday, 5 November, 12
MOBILE LIBRARYMonday, 5 November, 12
NEAR FIELD COMMUNICATIONSMonday, 5 November, 12
EGIS TOUR SYSTEMMonday, 5 November, 12
REAL TIME IN REGION RESEARCH                                       Real%&me(in%region(Research(Monday, 5 November, 12
TOP 10 THINGS            YOU CAN DO              TODAY.Monday, 5 November, 12
1. OPTIMIZE YOUR SITE                 FOR MOBILE SEARCH                       ENGINES.Monday, 5 November, 12
2. OPTIMIZE YOUR SITE             FOR A BETTER MOBILE               USER EXPERIENCE.Monday, 5 November, 12
3. CREATE AND                         OPTIMIZE YOUR                         GOOGLE PLACE.Monday, 5 November, 12
4. DRIVE REVIEWS TO                         YOUR GOOGLE PLACEMonday, 5 November, 12
5. OPTMIIZE YOUR                     SOCIAL PROFILES FOR                     MOBILE AND INCLUDEMonday, 5 November, 12     ...
6. MAKE YOUR                         FACEBOOK PAGE A                         “LOCAL BUSINESS.”Monday, 5 November, 12
7. ENAGE WITH YOUR                            LOCAL / SOCIAL                             COMMUNITY.Monday, 5 November, 12
8. IF RUNNING SEARCH         ADS, IMPLEMENT CLICK                 TO CALL.Monday, 5 November, 12
9. IMPLEMENT A MOBILE      FRIENDLY BOOKING           ENGINE.Monday, 5 November, 12
10. GET STARTED WITH                MOBILE ANALYTICS.Monday, 5 November, 12
QUESTIONS?Monday, 5 November, 12
Monday, 5 November, 12
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What Heck Is Mobile Marketing? For Hospitality & Tourism

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Junction Creative Solutions and Chris Dadson From Tourism Kootenay Rockies gave this presentation on mobile marketing for hospitality and tourism at the Host2012 conference in Vancouver, BC.

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What Heck Is Mobile Marketing? For Hospitality & Tourism

  1. 1. WHAT THE HECK IS MOBILE MARKETING? HINT: ITS NOT THE KIND OF MARKETING YOU CAN PACK IN A SUITCASE.Monday, 5 November, 12
  2. 2. WHO ARE THESE GUYS ANYWAY?Monday, 5 November, 12
  3. 3. Director AT Director AT JUNCTION JUNCTION MARKETING MARKETING CONNER GALWAY - - RYAN WHYTE HUGE SOCIAL MEDIA HUGE ONLINE NERD ADVERTISING NERD - - PAST SPEAKER AT: 10+ Years EXPERIENCE NORTHERN VOICE PERFORMING LIVE CONFERENCE IMPROV COMeDEDY HEART & STROKE - FOUNDATION MASTER CAPILANO UNIVERSITY PRESENTATION BUILDERMonday, 5 November, 12
  4. 4. CHRIS DADSON PRESIDENT TOURISM KOOTENAY ROCKIES - DeSTINATION MARKETING LIFER - EARLY MOBILE ADOPTER - RETURNING TO SKI BUM ROOTSMonday, 5 November, 12
  5. 5. WHAT ARE WE GOING TO TALK ABOUT?Monday, 5 November, 12
  6. 6. “SoLOMO”Monday, 5 November, 12
  7. 7. 1.1 BILLION 3G SUBSCRIBERS WORLD WIDEMonday, 5 November, 12
  8. 8. N O W G ER IN V S O OW OR R F B S LE NT I U OB CO %M C 0 A O F 1 A LL W EB T RAFF C IC E . 2 0 10 . 10% IN 16 2 % S 7% U P 3.8% 2010 2011 2012Monday, 5 November, 12
  9. 9. 18% 13% 9% 2010 2011 2012 ASIA 6.8% 8% 5.5% 2010 2011 2012 NAMonday, 5 November, 12
  10. 10. 1 IN 3 CANADIANS HAS A SMARTPHONEMonday, 5 November, 12
  11. 11. 16 MILLION 3G SUBSCRIBERS IN CANADA 62% PENETRATION RATEMonday, 5 November, 12
  12. 12. Monday, 5 November, 12
  13. 13. 600 MILLION FACEBOOK MOBILE USERS WORLDWIDE 11 MILLION FACEBOOK MOBILE USERS IN CANADAMonday, 5 November, 12
  14. 14. 61 % ERSM US ES NE CH A KE HO AR TP E AR L S SM A OF LOCMonday, 5 November, 12
  15. 15. 61% OF CUSTOMERS WHO GO TO A MOBILE UNFRIENDLY SITE WILL GO TO A COMPETITORMonday, 5 November, 12
  16. 16. MOBILE WILL BE 6.5% OF ONLINE TRAVEL $2.6 $5.0 $8.0 MARKET BY 2013 2011 2012 2013Monday, 5 November, 12
  17. 17. 82% OF MOBILE HOTEL BOOKINGS ARE FOR THE SAME DAY OF ARRIVALMonday, 5 November, 12
  18. 18. MOBILE MARKETING ISN’T THAT HARD. YOU’RE PROBABLYMonday, 5 November, 12 ALREADY DOING IT.
  19. 19. THE MOBILE WEBMonday, 5 November, 12
  20. 20. Monday, 5 November, 12
  21. 21. MOBILE SEO MOBILE USER EXPERIENCE 4 ESSENTIAL ELEMENTS LOCATION AWARENESS MOBILE BOOKING ENGINE OF THE MOBILE WEBMonday, 5 November, 12
  22. 22. MOBILE APPLICATIONSMonday, 5 November, 12
  23. 23. BOOKING APPS AUGMENTED REALITY DISCOVERYMonday, 5 November, 12
  24. 24. SMS MARKETINGMonday, 5 November, 12
  25. 25. IT’S ALL ABOUT THE OPT-INMonday, 5 November, 12
  26. 26. MOBILE SOCIAL MEDIAMonday, 5 November, 12
  27. 27. SOCIAL = MOBILEMonday, 5 November, 12
  28. 28. CLICK TO CALL SOCIAL PROMOTIONS LOYALTY & RETENTIONMonday, 5 November, 12
  29. 29. LOCATION SERVICESMonday, 5 November, 12
  30. 30. SOCIAL = LOCAL = MOBILEMonday, 5 November, 12 “SOLOMO”
  31. 31. SEARCH OPTIMIZATION PROFILE OPTIMIZATION CONTENT / DISCOVERYMonday, 5 November, 12
  32. 32. MOBILE ADVERTISINGMonday, 5 November, 12
  33. 33. THE CONVERSION FUNNEL TRAFFIC ACQUISITION COSTS SITE CONVERSION RATES AVERAGE ORDER VALUEMonday, 5 November, 12 ROI?
  34. 34. SEARCH / CLICK TO CALL MOBILE DISPLAY FACEBOOKMonday, 5 November, 12
  35. 35. SCENARIo #1 “The SEARCHER”Monday, 5 November, 12
  36. 36. 1. THE SEARCH 2. VIEWS PROFILES 3. READS REVIEWSMonday, 5 November, 12
  37. 37. 4. GOES TO MOBILE SITE 5. CHECKS SPECIALS 6. BOOKS ONLINEMonday, 5 November, 12
  38. 38. OPTIMIZE FOR LOCAL SEARCH & RUN MOBILE SEARCH ADS •USER FEWER CHARACTERS, MOBILE ] SCREENS ARE SMALLER AND MOBILE SEARCHES ARE SHORTER. • ALWAYS INCLUDE LOCATIONS & CATEGORIES. • IF RUNNING A MOBILE SEARCH CAMPAIGN, IMPLEMENT CLICk TO CALL AND TRACK PERFORMANCE.Monday, 5 November, 12
  39. 39. DELIVER A MOBILE FRIENDLY WEB EXPERIENCE • PEOPLE INTERACT WITH MOBILE ] DEVICES USING TOUCH. DESIGN WITH THAT IN MIND. • USE LOCATION AWARENESS TO SHOW USERS THE RIGHT CONTENT FOR THEIR LOCATION • IMPLEMENT A MOBILE FRIENDLY BOOKING ENGINEMonday, 5 November, 12
  40. 40. SCENARIo #2 “THE ACTIVITY SEEKER”Monday, 5 November, 12
  41. 41. 1. ENSURE SOCIAL PROFILES 2. PROVIDE HELPFUL TIPS 3. PROVIDE CATEGORIZED ARE WELL SETUP & BRANDED & CONTENT THROUGH SOCIAL INFORMATION ON THE WEBMonday, 5 November, 12
  42. 42. ENGAGE W/ LOCAL THANK GUESTS VIA TAG USERS AND LOCATIONS COMMUNITY TWITTER & GEOTAG TWEETS IN PHOTOSMonday, 5 November, 12
  43. 43. BUILD LOYALTY BY BEING SOCIAL & HELPFUL • ] EMPOWER AND TRAIN STAFF TO INTERACT WITH GUESTS THROUGH SOCIAL AND LOCATION SERVICES • CURATE INTERESTING CONTENT AND BUILD CONNECTIONS IN YOUR LOCAL COMMUNITY • PROVIDE RECOMMENDATIONS THROUGH SOCIAL / LOCATION SERVICES FOR CURATED EXPERIENCESMonday, 5 November, 12
  44. 44. Monday, 5 November, 12
  45. 45. The Year was 2007. KootenayRockies.com was 10 years old. Simply put: It sucked on mobile!Monday, 5 November, 12
  46. 46. Monday, 5 November, 12
  47. 47. WINNER 2008 BC TECHNOLOGY IN TOURISM AWARDMonday, 5 November, 12
  48. 48. NOVEMBER 2011 KOOTENAYROCKIES.MOBI RELAUNCHED KOOTENAYAPP LAUNCHEDMonday, 5 November, 12
  49. 49. KOOTENAYAPPMonday, 5 November, 12
  50. 50. • Phone numbers activated by a click • Ferry schedules • Road reports • Maps & driving directions • Real time webcams • Facebook • Twitter • Photos • Audio • Video • Comment on a property • Create your own favouritesMonday, 5 November, 12
  51. 51. KOOTENAYAPPMonday, 5 November, 12
  52. 52. CONNECTED TRAVEL • DO MORE THINGS WHILE IN THE REGION • SPEND MORE MONEY WHILE HERE • STAY LONGER • COME BACK SOONER • TELL MORE FRIENDSMonday, 5 November, 12
  53. 53. APP PROMOTIONMonday, 5 November, 12
  54. 54. VISITOR CENTRE PROMOTION SUMMER 2012 RainFoto.com Download the app... KOOTENAY Get the Show us your downloaded Kootenay Travel App and we’ll give you a Stay connected throughout British Columbia’s Mountain Playground with Near Me function, maps and road info, and details on dining, where to stay and what to do.Monday, 5 November, 12
  55. 55. LUGGAGE CAROUSEL CANADIAN ROCKIES INTERNATIONALMonday, 5 November, 12
  56. 56. EXTENDING MOBILE ACTIVITIESMonday, 5 November, 12
  57. 57. VS. • HCCB designed specifically for mobile devices • HCCB is a code that can be re-assigned • Coordinate data can be sent with scan data • Built-in tracking, metrics and analysis tools • Device ID can be determined • HCCB Tags can be produced and managed onlineMonday, 5 November, 12
  58. 58. Monday, 5 November, 12
  59. 59. Monday, 5 November, 12
  60. 60. WHAT’S NEXT FOR US?Monday, 5 November, 12
  61. 61. MOBILE LIBRARYMonday, 5 November, 12
  62. 62. NEAR FIELD COMMUNICATIONSMonday, 5 November, 12
  63. 63. EGIS TOUR SYSTEMMonday, 5 November, 12
  64. 64. REAL TIME IN REGION RESEARCH Real%&me(in%region(Research(Monday, 5 November, 12
  65. 65. TOP 10 THINGS YOU CAN DO TODAY.Monday, 5 November, 12
  66. 66. 1. OPTIMIZE YOUR SITE FOR MOBILE SEARCH ENGINES.Monday, 5 November, 12
  67. 67. 2. OPTIMIZE YOUR SITE FOR A BETTER MOBILE USER EXPERIENCE.Monday, 5 November, 12
  68. 68. 3. CREATE AND OPTIMIZE YOUR GOOGLE PLACE.Monday, 5 November, 12
  69. 69. 4. DRIVE REVIEWS TO YOUR GOOGLE PLACEMonday, 5 November, 12
  70. 70. 5. OPTMIIZE YOUR SOCIAL PROFILES FOR MOBILE AND INCLUDEMonday, 5 November, 12 LOCATION.
  71. 71. 6. MAKE YOUR FACEBOOK PAGE A “LOCAL BUSINESS.”Monday, 5 November, 12
  72. 72. 7. ENAGE WITH YOUR LOCAL / SOCIAL COMMUNITY.Monday, 5 November, 12
  73. 73. 8. IF RUNNING SEARCH ADS, IMPLEMENT CLICK TO CALL.Monday, 5 November, 12
  74. 74. 9. IMPLEMENT A MOBILE FRIENDLY BOOKING ENGINE.Monday, 5 November, 12
  75. 75. 10. GET STARTED WITH MOBILE ANALYTICS.Monday, 5 November, 12
  76. 76. QUESTIONS?Monday, 5 November, 12
  77. 77. Monday, 5 November, 12

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