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Webmarketing - Les Sables d'Olonne

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1°) Internet en 2013
2°) Stratégie Webmarketing Office de tourisme les Sables d'Olonne
3°) ROI

Published in: Business
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Webmarketing - Les Sables d'Olonne

  1. 1. Talk less,Say More.
  2. 2. web 1.0
  3. 3. web 2.0
  4. 4. 42 millionsd’internautes en france
  5. 5. 12 milliards de chiffre d’affaire pourle e-tourisme français en 2011soit un panier moyen de 257 euros par cyber-acheteur
  6. 6. 77%des internautes préparent leurs voyages en ligne
  7. 7. 78% des internautes françaissont sur les réseaux sociaux
  8. 8. Stratégie et image de marque Ad words Display E-mail pub TVProspection SIT GRCcommerciale Blogs Street Site internet Sites mobiles Blog SEO Event Outils d’information Avant Pendant Après le voyageRéseaux sociauxun rôle transversal
  9. 9. Avant seniorsaprès femmessaison jeunes
  10. 10. 5 leviersde promotionwebmarketing
  11. 11. E-mailing
  12. 12. Ad words15 millions d’impressions +30 000 visites
  13. 13. Display3 millions d’impressions +3 000 visites
  14. 14. accueil blogueurs 7 blogueurs + 2 500 000 audience cummulée +30 000 followers + 21 000 fans facebook 18 articles + 30 000 lectures 328 photos / 1 vidéo
  15. 15. community management
  16. 16. 1ère station vendéennee-réputation
  17. 17. BlogPHOTO PHOTO SURF VOILE GASTRONOMIEPÊCHE RANDO NATURE HISTOIRE CULTURE
  18. 18. facebook 17 157fans 35 917 interactions+ 8 millions d’impressions
  19. 19. twitter + 1 700 followers + 7 000 tweets+ 2 000 connexions
  20. 20. instagram
  21. 21. 7 lieuxsur le canton des Sables d’Olonne en Septembre 2010
  22. 22. 90 lieuxpuissur le canton des Sables d’Olonne en Mai 2011 Dont60 référencés sur la page marque de l’Office du tourisme
  23. 23. Bilan 2012316 lieuxréférencés sur la page marque de l’Office du tourisme TOUS LES LIEUX DU GUIDE TOURISTIQUE SONT SUR LA PAGE MARQUE FOURSQUARE6 539 checkins 239 TIPS & 376 PHOTOS par 3 497 utilisateurs
  24. 24. 37 vidéos + 30 000 lectures Film destination remporte le prix du public web programm festival
  25. 25. autres réseaux
  26. 26. relations presseDonner de la matière à la presse Communiquer sur ses via les réseaux sociaux actions digitales
  27. 27. le R.O.I ?
  28. 28. web to store 85% €des internautes utilisentles sites e-commerce pourpréparer un achat en magasin.
  29. 29. tracking
  30. 30. tracking
  31. 31. se poserles bonnes questions
  32. 32. amélioration del’expérience client
  33. 33. amélioration de l’expérience clientVisibilité et notoriété
  34. 34. amélioration de l’expérience clientVisibilité et notoriétéquel est mon retour surnon investissement ?
  35. 35. Return on objectives méthodologie objectifs KPI outils mesurer agir objectifs objectifsstratégiques communautaires améliorer taux de conversionsl’expérience client taux de réponses suggestions clients satisfaction clients (tonalité des retours)
  36. 36. Return on objectives méthodologie objectifs KPI outils mesurer agir objectifs objectifsstratégiques communautairesaméliorer sa visibilité mentions, interactions (commentaires, partages, j’aime, Retweets) et sa notoriété Reach (impressions) notoriété spontanée part de voix web
  37. 37. Return on objectives méthodologie objectifs KPI outils mesurer agir objectifs objectifsstratégiques communautairesnon investissement coût d’un audit absence gestion de crise
  38. 38. matthieuDixte

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