Tourism Ireland Final


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Laughlin Rigby from Tourism Ireland outlines their online marketing strategy and gives examples of some innovative marketing campaigns.

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  • Tourism Ireland Final

    1. 1. Marketing Ireland Online Hotel Website Marketing 2009 Presented by Laughlin Rigby eMarketing Manager, Tourism Ireland
    2. 2. Online travel trends…… <ul><li>European Online travel market is €61 billion in 2008 (+22%) (Phocuswright) </li></ul><ul><li>Over 50% of all U.S. travel is now purchased online (Phocuswright) </li></ul><ul><li>Consumers visit on average 10 sites before booking travel (Phocuswright) </li></ul><ul><li>34% of consumers visit the company web site when choosing their travel (Phocuswright) </li></ul><ul><li>For every 2 visitors that got to an OTA to research a hotel, 1 of them will end up booking directly ( Reizdor) </li></ul>
    3. 3. Online travel trends…… <ul><li>In Ireland……. </li></ul><ul><li>The first and third most popular online purchases by the Irish public related to travel i.e. Flights and Hotels/Accommodation. (JNIR ‘08) </li></ul><ul><li>“ Travel” was the most popular website genre visited in the study by 49% of people surveyed (JNIR ‘08) </li></ul><ul><li>62% of Irish people book their holidays on-line (CSO Nov ’07) </li></ul>
    4. 4. Our Biggest Markets
    5. 5. Our New and Developing Markets
    6. 6. 19 Languages 41 International Websites
    7. 7. 10.3 m visitors worldwide ‘08 +53% (YTD)
    8. 8. Performance – visits by country 2008
    9. 9. Tourism Ireland: Digital Marketing Spend
    10. 10. Tourism Ireland’s eMarketing Strategy 3. Push (put our presence out on social media and eNetworks) <ul><li>Pull (drive visitors to the site) </li></ul>eMarketing Strategy: 2. Engage (enhance the website and increase consumer engagement)
    11. 11. 1. Pull (drive visitors to the site) <ul><li>Online Advertising: all standard formats (banners, skys, MPUs), rich media </li></ul><ul><li>Partnership Media Promotions : joint campaigns with individual sites e.g. lastminute, expedia, tripadvisor </li></ul><ul><li>Email Marketing : TI database, Cold data, Media partner databases </li></ul><ul><li>Search Engine Marketing: 27 markets, over €800,000 invested in 08, 2,000+ key search terms </li></ul>1. Pull (drive visitors to the site)
    12. 12. 1. Pull (drive visitors to the site) <ul><li>Search Engine Optimisation: continuous evolution of to improve rankings and natural search traffic </li></ul><ul><li>Offline Advertising: clear and inviting call to action to visit site across all offline media </li></ul><ul><li>Campaign Site Inclusion: drive to traffic when appropriate to main site instead of once-off microsites </li></ul>1. Pull (drive visitors to the site)
    13. 13. 1. Pull (drive visitors to the site) <ul><li>Website launched March 2006 </li></ul><ul><li>First phase of a global web development project </li></ul><ul><li>Database of over 30,000 tourism products on all-island tourism database </li></ul><ul><li>Post launch – usability study in 4 markets </li></ul><ul><li>Ambitious evolution programme underway from 2007 through 2009 </li></ul><ul><li>36 individual enhancement projects undertaken </li></ul><ul><li>Deliver commercial platform, inspiration, engagement </li></ul>2. Engage (enhance site/increase engagement)
    14. 14. Homepage Redesign: New homepage design, functionality, flexibility and Navigation
    15. 15. Rich Media: Launched 13 custom edited videos and 13 slide shows across key visitor interaction pages: Places to go, Things to see and do, About Ireland, Accom. Main PR video.
    16. 16. Things to See and Do: Golf: Entirely new section and enhanced functionality.
    17. 19. Key Industry Platforms <ul><li>Strategy </li></ul><ul><li>‘ L evel playing pitch ’ for all our Industry partners </li></ul><ul><li>Provide platform to close sale </li></ul><ul><li>Site does not have booking engine </li></ul><ul><li>Listings, links, offers and partnership programmes </li></ul><ul><li>Trade Offers </li></ul><ul><li>XML Metasearch functionality for offers feeds from IHF, FI, NITB, Manor House hotels </li></ul><ul><li>Incorporate Market Partnership programme </li></ul><ul><li>2009 Review of offers section </li></ul><ul><li>Site analytics on offers, path analysis </li></ul><ul><li>External benchmarking – what others are doing? </li></ul><ul><li>Consumer Trends </li></ul><ul><li>Quality Assurance of value for stakeholders and consumers </li></ul>
    18. 20. 1. Pull (drive visitors to the site) 3. Push (put presence on social media)
    19. 21. What is Social Media? <ul><li>The online reference website Wikipedia definition: </li></ul><ul><li>“ Social Media refers to a collective group of web properties that are driven by users. These include blogs, discussion boards, vlogs, and video sharing sites. Social Media Optimization (SMO) is the process of trying to get your content more widely distributed across multiple Social Media networks.” </li></ul>
    20. 23. Social Media Site Stats…. <ul><li>Tripadvisor gets 25 million unique users a month </li></ul><ul><li>45 people employed to read all the content put up on the site </li></ul><ul><li>58% of users want hotels to be able to respond to reviews, and only 5% don’t </li></ul>
    21. 24. Social Media Site Stats…. <ul><li>WAYN has approx 15 - 25,000 new members every day </li></ul><ul><li>5 million photos & 4 million trips added to WAYN </li></ul><ul><li>Every new member brings in 13 other members </li></ul>
    22. 25. Social Media Site Stats…. <ul><li>Yahoo travel, there are 130,000 trip plans (15% of which are public) </li></ul><ul><li>Yahoo Answers has 100 million users worldwide </li></ul>
    23. 26. Social Media Site Stats…. 40% of google maps traffic is travel related (Google)
    24. 27. Social Media Site Stats…. Over 150 million members on Myspace
    25. 28. Social Media Site Stats…. 200,000 new accounts are opening a day (10 times the size of flickr)
    26. 29. Social Media trends…… <ul><li>50% of the online population are involved in Social media (Forrester) </li></ul><ul><li>55 million Blogs – Technorati </li></ul><ul><li>Over 2 million articles written in over 100 languages on Wikipedia </li></ul><ul><li>40% of bandwidth is taken up by video (youtube) </li></ul><ul><li>Online households watching web video in the U.S. grew from 32% to 63% in 12 months (ABI research) </li></ul><ul><li>Nearly 50% of Youtube’s, Facebook’s and Twitter’s audience is over 35 </li></ul>
    27. 30. Social Media trends…… <ul><li>And for online travellers….. </li></ul><ul><li>Over 80% of people consult videos or pictures of the property before booking (Google) </li></ul><ul><li>Video increases sales by 55% and pictures increase sales by 69% for travel suppliers (Phocuswright) </li></ul><ul><li>+3% of traffic from Social Network sites go to travel sites (Hitwise) </li></ul>
    28. 31. Social Media Categories <ul><li>Forums </li></ul><ul><li>Blogs, Vlogs, Podcasts </li></ul><ul><li>Collaborative Knowledge Sites </li></ul><ul><li>Review sites </li></ul><ul><li>Applications </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Communities/Social networking sites </li></ul><ul><li>Rich media </li></ul>
    29. 44. 10 rules for building brands using social media
    30. 45. 10 rules for building brands using social media <ul><li>Gain the trust of your audience, always be transparent </li></ul><ul><li>Don’t misuse social media sites to gain internal linking </li></ul><ul><li>Mutual communication </li></ul><ul><li>Educate, entertain, enlighten </li></ul><ul><li>Communication that meets their needs </li></ul><ul><li>Engage with your audience </li></ul><ul><li>Make your website interesting/relevant </li></ul><ul><li>Listen to your audience first </li></ul><ul><li>Keep it real and don’t push the sales message </li></ul><ul><li>Maintain your efforts and keep it people/place focused </li></ul>
    31. 46. Rich Media “ Within two years, travel web sites that lack video will look uninspired and outdated next to those that do, meaning that the time to get rolling with online video is now.” Forrester Research, “How Travellers Use Online” Video, June 2008
    32. 47. “ Go Where Ireland Takes You” - the series
    33. 52. eMarketing Checklist <ul><li>It is economical and easy to get involved and is more measurable than most traditional marketing channels </li></ul><ul><li>Monitor your brand online and use right of reply </li></ul><ul><li>Create a video of your business offering </li></ul><ul><li>Add images, videos to your sites and on platforms such as YouTube </li></ul><ul><li>Explore writing a blog or podcast </li></ul><ul><li>Create a social network profile for your business </li></ul><ul><li>Post replies on forums demonstrating your area of expertise </li></ul><ul><li>Edit a wiki page for your service on Wikipedia </li></ul><ul><li>Encourage visitors to leave comments on if they enjoyed their stay </li></ul><ul><li>Use your metrics to know how visitors find you and what they do when they arrive </li></ul><ul><li>Finally: </li></ul><ul><li>Take chance, try something new, copy the trends, explore social media </li></ul>
    34. 53. For more information <ul><li>eStudio on under “Resources for you” </li></ul><ul><li>Download the “Wonderful World Wide Buzz” from Tourism Ireland publications at </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Thank you! </li></ul>