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What Heck Is Mobile Marketing? For Hospitality & Tourism
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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.

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 What Heck Is Mobile Marketing? For Hospitality & Tourism Presentation Transcript

    • WHAT THE HECK IS MOBILE MARKETING? HINT: ITS NOT THE KIND OF MARKETING YOU CAN PACK IN A SUITCASE.Monday, 5 November, 12
    • WHO ARE THESE GUYS ANYWAY?Monday, 5 November, 12
    • 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
    • CHRIS DADSON PRESIDENT TOURISM KOOTENAY ROCKIES - DeSTINATION MARKETING LIFER - EARLY MOBILE ADOPTER - RETURNING TO SKI BUM ROOTSMonday, 5 November, 12
    • WHAT ARE WE GOING TO TALK ABOUT?Monday, 5 November, 12
    • “SoLOMO”Monday, 5 November, 12
    • 1.1 BILLION 3G SUBSCRIBERS WORLD WIDEMonday, 5 November, 12
    • 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
    • 18% 13% 9% 2010 2011 2012 ASIA 6.8% 8% 5.5% 2010 2011 2012 NAMonday, 5 November, 12
    • 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 CANADAMonday, 5 November, 12
    • 61 % ERSM US ES NE CH A KE HO AR TP E AR L S SM A OF LOCMonday, 5 November, 12
    • 61% OF CUSTOMERS WHO GO TO A MOBILE UNFRIENDLY SITE WILL GO TO A COMPETITORMonday, 5 November, 12
    • MOBILE WILL BE 6.5% OF ONLINE TRAVEL $2.6 $5.0 $8.0 MARKET BY 2013 2011 2012 2013Monday, 5 November, 12
    • 82% OF MOBILE HOTEL BOOKINGS ARE FOR THE SAME DAY OF ARRIVALMonday, 5 November, 12
    • MOBILE MARKETING ISN’T THAT HARD. YOU’RE PROBABLYMonday, 5 November, 12 ALREADY DOING IT.
    • THE MOBILE WEBMonday, 5 November, 12
    • Monday, 5 November, 12
    • MOBILE SEO MOBILE USER EXPERIENCE 4 ESSENTIAL ELEMENTS LOCATION AWARENESS MOBILE BOOKING ENGINE OF THE MOBILE WEBMonday, 5 November, 12
    • 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 RATES AVERAGE ORDER VALUEMonday, 5 November, 12 ROI?
    • 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 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
    • 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
    • SCENARIo #2 “THE ACTIVITY SEEKER”Monday, 5 November, 12
    • 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
    • ENGAGE W/ LOCAL THANK GUESTS VIA TAG USERS AND LOCATIONS COMMUNITY TWITTER & GEOTAG TWEETS IN PHOTOSMonday, 5 November, 12
    • 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
    • Monday, 5 November, 12
    • The Year was 2007. KootenayRockies.com was 10 years old. Simply put: It sucked on mobile!Monday, 5 November, 12
    • Monday, 5 November, 12
    • WINNER 2008 BC TECHNOLOGY IN TOURISM AWARDMonday, 5 November, 12
    • NOVEMBER 2011 KOOTENAYROCKIES.MOBI RELAUNCHED KOOTENAYAPP LAUNCHEDMonday, 5 November, 12
    • KOOTENAYAPPMonday, 5 November, 12
    • • 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
    • KOOTENAYAPPMonday, 5 November, 12
    • 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
    • APP PROMOTIONMonday, 5 November, 12
    • 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
    • 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 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
    • 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 LOCATION.
    • 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