Web 2.0 Primer for the Travel Industry in Alberta


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A brief introduction to technologies and trends to be aware of as a tourism marketer in the Province of Alberta.

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  • - The technologies that are enabling this change The cultural “snowball” that Is feeding this change After a period of relative stability, the web is beginning to innovate again. The long-awaited promise of social networking, media convergence, and demo-cratization of the web is now being enabled because of mature technology and usage. Web 2.0 collectively refers to technologies like blogs, podcasts, wikis, RSS, tagging, and much more. However, Web 2.0 is also a “gloves-off rethink” about how people and systems interact. This presentation discusses Web 2.0 trends and what action you need to take to upgrade your site.
  • Web 2.0 Primer for the Travel Industry in Alberta

    1. 1. You will learn about . . . Some of the technologies characteristic of web 2.0 We will share. . . Some opportunities and low-cost ways to start This is not . . . A how-to course An IT view of web 2.0 Jargon to be used . . . Wiki Blog RSS – syndication Podcasting URI Web 2.0 – the nomenclature seems to infer the next version of the web. It’s already here
    2. 2. <ul><li>Defining Web 2.0 YouTube Video </li></ul>
    3. 3. Defining Web 2.0 – A Tech Stack?
    4. 4. Defining Web 2.0 – A Philosophy?
    5. 5. Defining Web 2.0 – A Visual Style?
    6. 6. Defining Web 2.0 – A Tag Cloud
    7. 7. Consumer Context <ul><li>Consumers </li></ul><ul><ul><li>Are already being immersed in web 2.0 </li></ul></ul><ul><ul><li>Certain demographic groups will prefer and expect it </li></ul></ul><ul><ul><li>Connectedness is moving outside the web browser </li></ul></ul>
    8. 8. Consumer Context <ul><li>Tweens and Nex Gen </li></ul><ul><li>- the most connected generations ever </li></ul>Video games Social Networks Internet Mobile Devices
    9. 9. B2B Context <ul><li>The business customer is </li></ul><ul><ul><li>Fatigued with volume of email </li></ul></ul><ul><ul><li>Using wireless devices more extensively </li></ul></ul><ul><li>You are </li></ul><ul><ul><li>Trying to achieve greater awareness </li></ul></ul><ul><ul><li>Seeking customer intimacy </li></ul></ul>
    10. 10. Wiki <ul><li>Website created through collaborative writing </li></ul><ul><li>Achieved through “open” content management </li></ul><ul><li>Best known example is the Wikipedia </li></ul>
    11. 12. Wiki in the Travel Industry <ul><li>An Obvious Opportunity: </li></ul><ul><ul><li>Correcting or influencing existing Wiki entries ex. </li></ul></ul><ul><ul><li>Influence either subject matter or destination entries ex. Whitewater Rafting ex. Wikitravel Entry for Alberta </li></ul></ul><ul><li>Whose job is it: </li></ul><ul><ul><li>Yours </li></ul></ul><ul><ul><li>Your customers </li></ul></ul><ul><ul><li>Your associations </li></ul></ul>
    12. 13. Blog <ul><li>We b-log , often written like a diary or editorial </li></ul><ul><li>Pervasive – millions of blogs already and growing </li></ul><ul><li>Already part of many major information sites </li></ul>
    13. 15. Blog vs Website Website Blog Style Interactivity Connect post-Browser Diary Editorial Style Trackback Or Comment Syndication “ Deeplinking” RSS Readers (email, iTunes) Corporate Writing Style Discussion Forums Linking/SEO Mobile web
    14. 16. Blogs – a parting shot
    15. 17. Blogging in the Travel Industry? <ul><li>An Obvious Opportunity: </li></ul><ul><ul><li>Make it a priority to find and watch blogs </li></ul></ul><ul><ul><li>Participate or lurk in blogs </li></ul></ul><ul><ul><li>Encourage your customers to contribute </li></ul></ul><ul><ul><li>Or just poke around to familiarize yourself . . . ex. Google Top Hits for &quot;Alberta Travel Blogs &quot; </li></ul></ul>
    16. 18. User Driven and Sustaining <ul><li>Pervasiveness of blogs and wikis are based on grass roots “publishing” of content </li></ul><ul><li>Mirrors the early days of the internet – newsgroups, and ego sites, incorrect information </li></ul><ul><li>Connectedness of content and users, not search engines, determines the potential audience </li></ul>
    17. 19. Syndication <ul><li>Simple protocols that allow one site (URI) to show: </li></ul><ul><ul><li>Headlines, news </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Blog entries </li></ul></ul><ul><ul><li>Audio/video </li></ul></ul><ul><li>. . .from another site (URI) </li></ul>
    18. 20. Syndication
    19. 21. Getting syndicated content <ul><li>Via a website that has consumed a feed </li></ul><ul><li>Through dedicated readers/aggregators </li></ul><ul><ul><li>Web-based </li></ul></ul><ul><ul><li>Integrated with email clients </li></ul></ul><ul><ul><li>Device-based </li></ul></ul>
    20. 22. Implication: Content Gets Rewired By the Customer
    21. 23. Is syndication for you? <ul><li>An Obvious Opportunity: </li></ul><ul><ul><li>Simple, low cost entry point for you: </li></ul></ul><ul><ul><ul><li>Connect your content elsewhere </li></ul></ul></ul><ul><ul><ul><li>Link relevant content from your site </li></ul></ul></ul><ul><ul><li>News is the most common type of “feed” ex. Fodor's Travel Wire </li></ul></ul><ul><ul><li>Works for any consistently structured “article” or content items </li></ul></ul><ul><li>Less Obvious Opportunity: </li></ul><ul><ul><li>Travel Alberta can be an aggregator </li></ul></ul>
    22. 24. Marketing Context <ul><li>Employ a few approaches: </li></ul><ul><ul><li>Viral through customers and friends/partners </li></ul></ul><ul><ul><li>Create location-less content as a magnet </li></ul></ul><ul><ul><li>Strong influence work through associations </li></ul></ul>
    23. 25. ++ Syndication is one form of web services
    24. 26. Speaking of Rewiring – Social Tagging <ul><li>Social Tagging – or Folksonomy is becoming an alternative method of search and cross-linking </li></ul><ul><ul><li>del.icio.us </li></ul></ul><ul><ul><li>Popular Tags on Flickr Photo Sharing </li></ul></ul><ul><li>User driven and defined – community benefit is only derived with participation </li></ul>
    25. 27. Social Tagging in the Travel Industry? <ul><li>It seems like it could be beneficial . . . </li></ul><ul><li>Difficult to gauge the effectiveness </li></ul><ul><li>Early adoption can influence a folksonomy del.icio.us search for &quot;travel alberta “ Flickr Search for Travel Alberta </li></ul>
    26. 28. Podcasting <ul><li>Any rich media, including images, audio, or video published to a place with a syndication feed. </li></ul><ul><li>Differs from downloadable multimedia ONLY due to syndication (not streamed or real-time) </li></ul><ul><li>Not restricted to iPod </li></ul>
    27. 29. Podcasting <ul><li>Podcasting demystified </li></ul>
    28. 30. Podcasting/Video Sharing for the Travel Industry? <ul><li>Simple if you already have the rich media production. </li></ul><ul><li>Again – can be customer or partner driven </li></ul><ul><ul><li>ex. Youtube videos &quot;Travel Alberta&quot; </li></ul></ul>
    29. 31. The Web 2.0 “Look” <ul><li>The great sites share the following design features : </li></ul><ul><ul><li>Simple layout </li></ul></ul><ul><ul><li>Centered orientation </li></ul></ul><ul><ul><li>3D effects, used sparingly </li></ul></ul><ul><ul><li>Soft, neutral background colours </li></ul></ul><ul><ul><li>Strong colour, used sparingly </li></ul></ul><ul><ul><li>Cute icons, used sparingly </li></ul></ul><ul><ul><li>Plenty of whitespace </li></ul></ul><ul><ul><li>Nice big text </li></ul></ul>
    30. 32. Is the Web 2.0 “Look” for You <ul><li>Issue </li></ul><ul><ul><li>Trendy </li></ul></ul><ul><ul><li>Works for “narrow” content domains </li></ul></ul><ul><li>Although it is consistent with user centered design . . . </li></ul><ul><ul><li>Simplicity </li></ul></ul><ul><ul><li>Accessibility </li></ul></ul>
    31. 33. Web 2.0 – Get Outside the Browser <ul><li>XML, Web Services Driven </li></ul><ul><li>Not the Mobile Web </li></ul>
    32. 34. Stop and synch for a minute
    33. 35. Is a Session on 2.0 kinda 1.0? <ul><li>What you need to do </li></ul><ul><ul><li>Get familiar – play personally or professionally </li></ul></ul><ul><ul><li>Find others to muse with </li></ul></ul><ul><ul><li>Create a sandbox to play in </li></ul></ul>
    34. 36. Pause here for prophetic moment . . . <ul><li>“ Ideas are the factors that lift civilization. They create revolutions. There is more dynamite in an idea than in many bombs.” </li></ul><ul><li>John H. Vincent </li></ul>
    35. 37. Coordinates <ul><li>Norman Mendoza, President </li></ul><ul><li>Redengine Inc. </li></ul><ul><li>[email_address] Skype or Messenger </li></ul><ul><li>Toll Free 1.877.837.5087 </li></ul>