Workshop 2 :Driving business through the internet
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Workshop 2 :Driving business through the internet



Day 2 of 3: Internet Marketing and Social Media Workshop held inCooktown, Queensland, Australia for tourism operators

Day 2 of 3: Internet Marketing and Social Media Workshop held inCooktown, Queensland, Australia for tourism operators



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    Workshop 2 :Driving business through the internet Workshop 2 :Driving business through the internet Presentation Transcript

    • Workshop 2: Driving Business Through the Internet
      Blueprint for the Bush (B4B)
    • Overview Workshop 2
      From last workshop – Hosting & SEO Basics
      Tourism and Consumer Behaviour Trends
      Target Markets - Experiential Marketing
      Website Optimisation – Photos and Video
      Search Engine Optimisation
      Pay Per Click/Action Campaigns
      Online Distribution/Booking
    • Overview Workshop 2
      ATDW and Tourism Exchange
      Email Marketing
      Customer Relationship Management
      Analytics and Reporting
    • Domain Names
      Domain name is the address used to find your site on the internet
      East to recognise, not too lengthy and meaningful to the target market
      Reflect brand name or com
      Use alternatives if name taken
    • Domain Names
    • Hosting
      All sites must be hosted on a web server
      Key generating regions determine where to host – Australia
      Disk space
      Monthly traffic
      Number of domains
      Email Features
      Site publishing
    • Hosting
    • Search Engine Optimisation (SEO): The Basics
    • SEO – The Basics
      The process of designing and updating a Web site such that it is likely to show up in organic listings for relevant user queries on popular search engines like Google, Yahoo and MSN.
      Keywords, page titles, content
    • Future Tourism Trends and Issues
      UNWTO – trends towards cultural holidays
      Increasing ethical scrutiny
      Ageing population
      Move to mini breaks
      Death of distance – localised travel
      Growth in numbers – emerging middle class in China and India
    • Consumer Behaviour
      Social Shopping
      Speed and simplicity
      Changes in household composition
      Brand promiscuity
      Rise of intangibles
      Consumer identities and experiences
      Environmental concerns
      Self improvement
    • Target Markets
      Domestic leisure tourists who prefer touring and do more on their travels – nature – outdoors - fishing – exploring – adventure etc. – travel as couples or small groups – and they research on-line
      International leisure tourists (NZ or EU, USA) who are interested in niche segments – history – culture –nature – and want the Australian experience - usually self drive or tour groups – and they research on-line.
    • Experiential Marketing
      Global Experience Seeker:
      Unique, authentic experiences
      Aware of what destination has to offer – less receptive to NTO promotions
      Off the beaten track – experience lifestyles (destinations not necessarily on set tourism routes)
      Self discovery and education
      Drawn to destinations yet to be discovered
      Experience led campaigns attract these customers
    • Experiential Target Market
      Spend money to ‘experience’ life's offerings
      Look for a variety of experiences
      Have a high net worth
      Will spend more
      Are well educated
      Are prolific internet users
    • The seven key Australian Experiences
      Aboriginal Culture
      Nature in Australia
      Outback Australia
      Aussie Coastal Lifestyle
      Food and Wine
      Australian Major Cities
      Australian Journeys
    • Implications for Cooktown
      Promote as unique and experiential (vs. observational) – promote USP
      Utilise web media, WOM and brochures to connect
      Deliver more than photo opportunities – engaging experiences
      Maximise the location
      Allie with competitors (bundling)
      Back stage experiences
    • Implications for Cooktown
      Make sure the language in promotional activities reflect and sell the overall experience, not just a product – utilise style that is informal, relaxed, genuine and conversational in tone – emotive verbs and sensory adjectives
    • Resources
    • Overview: Website Optimisation
      Visual design (consumer behaviour)
      Updating – current content
      Basic SEO
    • Use of Photos
      Images first item people see when visiting website
      Web is a visual medium - rich descriptions provide customers with context – read only 12% of what is written
      Use photos to set the scene and tell the story
      Experiential based
      Evoke emotions
      High/Med resolution Jpeg files
    • Using Photos to Generate Conversations
      Format for the Web
      Rename your photo files
      Make your photo titles meaningful
      Enter rich descriptions
      Include your brand whenever possible
      Tag your photos with relevant keywords
      Link to your photos
    • Making Photos Part of Your Tourism Business
      Increase the likelihood that your photos and pictures will benefit your brand on-line and potentially drive more traffic to your website. 
      Terms and conditions of photo release - customers
      Good quality camera and familiarisation
      Encourage multitude of photos – before, during and after
      At end of day download
      Upload the photos as soon as possible to a photo sharing website like
      Send an email to all the customers who went on the trip to let them know that the photos are available for viewing. 
      Make it easy for your customers to share the photos.
    • Use of Videos
      Should aim to convert online visitors into guests
      Evoke an emotive story
      Allow user to identify themselves with what they are watching
      Same principles as photos
      More engaging
      ‘Home made’ or professional - technology
    • Use of Videos
      Focus on people
      Keep the videos short
      Skip the fancy title screen
      Upload Videos to Web A.S.A.P
      Titles - from 75 to 120 characters.
      Description – 200 characters - descriptions should be detailed, utilising keywords - include the http:// as many video hosting sites will automatically convert the URL into a link.
      Tags: Again, be as detailed as possible utilizing top keyword phrases. You also need to include your brand, city, and topics.
    • Use of Videos
    • CMS
      Makes it easier for people to create, edit and publish content on a website. Historically, website publishing has required significant technical skills (HTML, programming). A good CMS allows non-technical authors and editors to easily and quickly publish their content.
      A CMS makes it easier for you to manage who creates, edits and publishes content. Because it establishes defined publishing processes, you can allocate specific publishing rights to various individuals.
    • CMS
    • SEO
      Find matching documents and display them according to relevance
      Frequent updates to documents searched and ranking algorithm
      Strive to produce “better”, more relevant results than competitors
    • SEO
    • SEO: Keywords
      Traffic – How often do people search using the keyword?
      Competition – How many other sites appear with this keyword?
      Relevancy – Is this the keyword people will use when searching for this product or service?
    • Meta Tags
      Essential when search engines could not access content
      Now meta keywords have been made somewhat obsolete
      Not utilised by Google to rank pages and sites
    • Submitting to Search Engines
    • SEO: Article Writing
      One of the most effective ways of improving your search engine rankings is through writing and submitting articles.
      Write an article about something related to the subject of your website
      For every article directory that publishes your article you'll get a link to your website - other websites might 'pick-up' your article to publish on their own website - meaning you get even more links
    • SEO: Article Writing
      So effective because each article is published on its own unique webpage, meaning your link might be the only external link on that page, which gives your link full 'strength‘
      Also, on topic directly related to your company and its offerings
    • SEO: Article Writing
      Ezine Article -
      GoArticles -
      Articles Base -
    • Link Building of your site
      Click web search
      Check competitors links
      Google business name and send link request
    • Link Building
      Get published on other websites (blogs)
      Photo and video submissions
      Guest writing
      Comments of posts/blogs
      DMOZ directory
    • Cooktown: Cooperative Link Building
      Create a Cooktown link building strategy
      Bundling (to create USP and SEO)
      Cooperative approach utilising links and hyperlinks
      Improves SEO of region and individual business
    • PPC – How it Works
      PPC ads appear as “sponsored listings”
      Companies bid on price they are willing to pay “per click”
      Typically have very good tracking tools and statistics
      Ability to control ad text
      Can set budgets and spending limits
      Google AdWords and Overture are the two leaders
    • PPC – How it Works
    • PPC vs. Organic SEO
    • PPC – Content Strategy
      One of the most important factors of a successful PPC campaign is writing successful ad copy.
      Using Keywords in your Headlines
      Call to action: Promotions and sales capture people's attention
      Qualifications and Guarantees
      Take them to a relevant landing page that contains rich content, including the searchers query and elements of the ad copy
    • PPC – Content Strategy
      The role of PPC advertising is to drive traffic to your site, not to convert your visitors into buyers. That's the role of your Web site.
      Landing Pages
      CPA (cost per action)
    • PPC – Set Up Accounts
      Google AdWords
    • Online Booking
      Over 60% of tourists book online
      Essential component of web strategy
      Improve the value chain (intermediaries)
      Costs (licensing, installation & training, support)
      Is it suitable with current software (3rd party applications)
      Tourism E-Kit Provides overview and costs of all main systems
    • Online Distribution
      A channel is simply a mechanism by which your product reaches the consumer
      Consumers are able to:
      See the real-time availability of the product
      Book online directly on the distributor website
      Allotments vs. real time inventory
      Payment methods
    • ATDW
      National database of tourism products and destinations so that they can be published, promoted and sold through multiple websites and other digital media.
      ATDW distributors may also sell the tourism suppliers’ inventory (rooms, tours, events, and attractions) online using ATDW’s inclusive booking platform, the Tourism Exchange Australia (TXA)
    • Benefits of ATDW
      Simple listing submission through your state government tourism office.
      One listing submission is delivered to hundreds of tourism websites and other digital channels.
      International exposure.
      Drives supplier marketing costs down.
      Millions of web pages are viewed per month
    • ADTW Process
      Contact the ATDW representative at your state tourism office to organise for your product to be listed on the ATDW database so that it can be published on ATDW’s distributor websites.
      Costs vary depending on which state or territory you are based – average AUD100.00 per year
    • ADTW Process
    • Tourism Exchange
      The TXA allows multiple booking systems to connect at the same time and sell your inventory (rooms, tours, events, attractions) instantly online through ATDW’s many distributors.
      This gives you, the opportunity to sell your rooms, tours, events or attractions online through several websites with little effort and without the trouble of phone call or email bookings. The TXA looks after the transactions for you while bookings are being made through multiple websites.
    • Tourism Exchange - Benefits
      Ability to select the distributors you wish to book your product
      Stop participating (opt out) at any time
      Customise your rates for different distributors
      Increase the exposure of your products in new markets
      Receive money immediately upon booking into your nominated bank account
      Always remain in control of your own inventory
    • Email Marketing - Strategies
    • Email Marketing - Strategies
      Give your newsletter a personality and a unique voice.
      Let your reader feel there is a human behind the email.
      Provide educational content, testimonials, and stories. Research proved they are very successful in newsletters.
      Use colours, brand your newsletter with your logo.
      No ad copy
    • Email Marketing - Strategies
      Use headings to keep the reader focused
      Links and calling out areas that are clickable
      Landing Page
      Viral opportunities
    • Email Marketing - Strategies
      When preparing your email-marketing calendar, there are a few things to consider:
      Internal and External Events
      Industry Events
      Customer Activities
    • Who to Email
      Owner opted in from your site (newsletter subscription).
      Owner purchased from you within 2 years
      Owner handed you their business card knowing you would contact them.
      Owner completed an offline form and indicated they wanted to be emailed.
    • Practical: Email/Newsletter Software
    • CRM:
      Customer relationship management (CRM) is all about managing the relationships you have with your current – and future – customers. CRM combines business processes, people, and technology together to achieve one goal: obtaining and keeping customers satisfied. This strategy helps you learn more about your clients and their behaviour so that you can develop strong, enduring relationships that will benefit both you and your clients.
    • CRM: Strategy
      A successful CRM strategy is built by addressing three fundamental concerns:
      Understand who your customers are.
      Understand how both parties derive value from the relationship
      Build processes and systems to remove blockages.
    • Practical: Online CRM Package
    • Analytics and Reporting
      Evaluating marketing efforts is essential
      Tracking code on your site differentiates sources of traffic and visitor behaviour.
      Page Views: The number of pages viewed is the basis of analytics and site traffic.
      Unique Page Views: A filtered view based on the number of pages a visitor views without the duplication of double visits to various pages.
    • Analytics and Reporting
      Frequently Visited Pages: The popularity and number of pages can show what content brings in long tail traffic and other insightful facts.
      Visitors: The start of all in-depth analytics.
      Hits are a misleading measure. Hits are the number of requests that your browser makes to a website server in order to display one or more pages.
    • Google Analytics
      Google Analytics is a free website statistics program provided by Google. It is an essential tool for website owners to understand how visitors access and interact with your website. It provides easy-to-understand graphs and analytics information about your website traffic, enabling you to monitor and refine the information on your website.
    • Resource