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Dragging operators into the online starting gates

Tourism businesses lag consumers when it comes to technology adoption and travelers are prolific users of mobile, social and search at every stage of their purchase and experience cycle.
Visitor information centres (VICs) play an important niche role in travel distribution and also play a key role in leadership in the industry. VICs are well placed to educate and lead by example when it comes to digital and by having best practice web marketing in place they can incentivise tourism products to list with them for sale and play a leadership role in growing the economy of their region, by stimulating the digital engagement of their local industry.

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Dragging operators into the online starting gates

  1. 1. Dragging Operators into the Online Starting Gates Liz Ward
  2. 2. Should it be this hard to… to get operators digitally engaged? © Digital Coaching International Pty Ltd
  3. 3. © Digital Coaching International Pty Ltd Sales Performance Leadership Your Role in Destination Success
  4. 4. OperatorsConsumers Tier 2 OTAs VICs 4 Copyright Digital Coaching International 2015 © Digital Coaching International Pty Ltd Distribution Eco System
  5. 5. Dreaming Planning BookingDestination Post holiday sharing The Purchase Cycle © Digital Coaching International Pty Ltd
  6. 6. Continuing Transition to Cloud Big Data Personalisation New Business Models 3D printing The Internet of Things Impactful Digital Trends in 2015 © Digital Coaching International Pty Ltd Social Mobile
  7. 7. © Digital Coaching International Pty Ltd Strategic Insights for Destinations Google and the Consumer Social Conversion Disruption is Inevitable Evidence Based Decision Making
  8. 8. Dreaming Planning BookingDestination Post holiday sharing The Purchase Cycle © Digital Coaching International Pty Ltd
  9. 9. Gap in Digital Capability 80% of travellers use internet to plan their holiday 85% use smartphone and tablets while on holidays 40% of leisure travellers share their travel videos with online communities 51% of leisure travellers watch online videos © Digital Coaching International Pty Ltd9 Customer Industry 40% of industry have optimised their website for search 50% of industry’s websites are mobile friendly 23% of tourism businesses create online videos
  10. 10. You can be the bridge to close that gap… but this isn’t about you and the operator, it’s about you and your customer © Digital Coaching International Pty Ltd
  11. 11. You must be Exemplary Regional Distributors Attract Convert Engage © Digital Coaching International Pty Ltd11
  12. 12. Be Optimistic You know your target market They trust you You have a niche role in tours and attractions You have both bricks and mortar and online presences You are local experts You are passionate about your destination You’re here…so you want to learn © Digital Coaching International Pty Ltd
  13. 13. Be Clear About Your Role and Goals © Digital Coaching International Pty Ltd Sales are the indicator of your ability to attract and convert your customers Sales are the measurable incentive to attract operators Sales
  14. 14. Lay the Foundations to Grow Sales Integrated Digital Strategy Sharable Content Strategy Your Website Mobile Friendly Social Strategy © Digital Coaching International Pty Ltd
  15. 15. The Fundamental Role of Shareable Content © Digital Coaching International Pty Ltd15 Right content Right context More $ales
  16. 16. The Power of Content to Convert © Digital Coaching International Pty Ltd Your website
  17. 17. Top Priority! Your website Mobile friendly – test it here https://www.google.com.au/we bmasters/tools/mobile-friendly/ Valuable information Maps Suggested itineraries Events Reviews Functionality Make it easy to buy from you © Digital Coaching International Pty Ltd
  18. 18. Why do your customers share? They want their followers and you to see their posts! You get: Free feedback Free content Free opportunity for engagement Free recommendations and promotion © Digital Coaching International Pty Ltd You have to Listen and Engage to leverage social media for conversion
  19. 19. © Digital Coaching International Pty Ltd19
  20. 20. Shareable Content – Your Most Valuable Digital Asset © Digital Coaching International Pty Ltd20 Images Video Information Stories Blogs
  21. 21. Forms of Content to Attract, Convert and Engage © Digital Coaching International Pty Ltd21 Images Video Information eg maps, details of wine Stories Blogs ____________________________________ Influencers’ Your customers’ Operators’ Self promotion 30% Promote others 30% Valuable content 30% Inspiration/Quotes 10%
  22. 22. NAVIGATING THE SOCIAL LANDSCAPE TO DEVELOP YOUR SOCIAL MEDIA STRATEGY © Digital Coaching International Pty Ltd22
  23. 23. The Big 4 1.2 Billion active users; 728 Million daily users 302 Million active users 1 Billion active users 300 Million active users and growing fast © Digital Coaching International Pty Ltd
  24. 24. They have their favourites The average Internet user has 5.54 social media accounts and is active on 2.82 16-24 year olds have the highest average number of social media accounts at 6.6 24-36 year olds are active on the largest number of social media networks at 4.2 8% of Internet users visited Facebook, YouTube, Twitter and Google+ in the past month One third of Internet users visited YouTube, Facebook and Twitter in the past month 90% of Facebook visitors also visit YouTube and almost half visited Twitter in the past month © Digital Coaching International Pty Ltd
  25. 25. Measuring Social Conversion It’s not about the size of audience It’s a bit about the number of likes, friends, followers, connections It’s mostly about the engagement Engagement = social media conversion © Digital Coaching International Pty Ltd25
  26. 26. Conversion Comments Retweets Shares +1s #’s @ mentions Leads to your website! Visits to your VIC!! Booking with you!!! Positive TripAdvisor reviews Recommendations to friends Repeat visitation Repeat purchases Attract Convert Engage
  27. 27. Prioritise your activity and effort © Digital Coaching International Pty Ltd27 All sorts of information; always incl image or video; share other peoples’; Q&A with customers; targeted marketing Product updates; events; always incl image or video Post videos; integrate in your website; share other peoples’ videos Fabulous images; #[destination], #[thisisqueensland],#[goldcoast]; collaborate; display hash tags
  28. 28. Planning will optimise your effort A social media strategy has two main components: Social media guidelines Conversation calendar © Digital Coaching International Pty Ltd
  29. 29. Social Media Guidelines Create a policy and include at a minimum: Your goals The type of people you want to connect to Any standards that you would like to adhere to What you will do if your social media accounts are sabotaged or used incorrectly © Digital Coaching International Pty Ltd
  30. 30. Conversation Calendar Use it to schedule in different posts and initiatives you plan on publishing on each site. A good conversation calendar will take into consideration: multiple social media networks, products/services, traditional marketing and the high and low seasons of the year who will write and post the content You can start building a conversation calendar in your diary or as part of an Excel spreadsheet. Simply note down any upcoming events in your area, specials you have planned, holiday periods etc. © Digital Coaching International Pty Ltd
  31. 31. Conversation Calendar Once you have your events scheduled use these to create corresponding posts or content that you can post before, during and after the event. E.g. you could create different mini conversation calendars for each social media platform you will use: Facebook conversation calendar YouTube calendar Twitter conversation calendar © Digital Coaching International Pty Ltd
  32. 32. HOMEWORK: DIGITAL CHECKUP © Digital Coaching International Pty Ltd32
  33. 33. © Digital Coaching International Pty Ltd Digital Marketing Efficiency RelationshipsEducation Digital Leadership to Drive Conversion
  34. 34. © Digital Coaching International Pty Ltd • Lead by example • Content • Mobile • Social Digital Marketing Efficiency RelationshipsEducation Digital Marketing to Drive Conversion
  35. 35. © Digital Coaching International Pty Ltd • Digital productivity • Analytics Digital Marketing Efficiency RelationshipsEducation Increased Efficiency through Digital
  36. 36. © Digital Coaching International Pty Ltd • Productive industry relationships • Operators • Stakeholders Digital Marketing Efficiency RelationshipsEducation Positive Relationships with Shared Vision for the Destination
  37. 37. © Digital Coaching International Pty Ltd • Your own development • Industry Education Digital Marketing Efficiency RelationshipsEducation Continuing Education is Key
  38. 38. © Digital Coaching International Pty Ltd • Productive industry relationships • Operators • Stakeholders • Your own development • Industry Education • Digital productivity • Analytics • Lead by example • Content • Mobile • Social Digital Marketing Efficiency RelationshipsEducation Digital Leadership to Drive Conversion
  39. 39. 39 Sales Education Strong sales results and continuing education will increase operator engagement
  40. 40. You Don’t Have to Know Everything © Digital Coaching International Pty Ltd For Advice and Ongoing Support
  41. 41. An online community designed just for you © Digital Coaching International Pty Ltd
  42. 42. 65 tutorials written by experts
  43. 43. Tourism Tribe for continual support and learning © Digital Coaching International Pty Ltd
  44. 44. Recap…it’s too early for a night cap Sales and your value as a distributor is the carrot to attract operators But your focus has to be on the consumer Remove all barriers to conversion on your website Use best practice digital strategy to attract and convert Content is key; and think mobile and social first when designing your content strategy You are a leader in your community and can enable growth through marketing and education Be a leader in Tourism Tribe © Digital Coaching International Pty Ltd
  45. 45. Thank you for considering this information liz@digitalcoachinginternational.com Ph: +61 419 578 200 © Digital Coaching International Pty Ltd

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