Ticinoinfo III: how to merge different types of data (raw, multimedia, editorial) according to each and every specific mar...
Agenda<br />About ticinoinfo<br />Building up a DB: Ticinoinfo II<br />Allowing marketing promotion: The new project <br /...
Facts about ticinoinfo<br />Founded in 1997 <br />5 employees<br />Mission: collecting and distributing tourism-related in...
Ticinoinfo II: Project Objectives<br />Ticinoinfo II (2004) objectives:<br /><ul><li>Creating a shareddatabase
Collecting data
Data distribution</li></li></ul><li>Ticinoinfo database<br />Ticinoinfo collects, manages and distributes structured conte...
Ticinoinfo database: entities<br />Shareholders<br />Partners<br />Customers<br />
Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelma...
Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelma...
Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelma...
Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelma...
Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelma...
ascona-locarno.com<br />ticino.ch<br />shareholder’s websites<br />hotelleriesuisse-ticino.ch<br />Partners<br />Buy conte...
Benefits<br />Lower overall costs through centralized technology<br />High control over shared content<br />Same informati...
Ticinoinfo III: Project Objectives<br />Ticinoinfo had to takle the project in order to meet the following objectives:<br ...
Allowing partners and shareholders to personalize their own content
Integrating with social networks
Distributing information on multiple channels</li></ul>FROM TECHNICALITIES AND DATA COLLECTION TO CUSTOMER-CENTRICITY AND ...
Introducing the new Ticino.ch<br />15<br />http://www.youtube.com/watch?v=umYt4qR28Zw<br />
SOCIAL NETWORKS<br />MOBILE<br />sharing<br />iPhone app<br />Mobile version<br />embedding<br />hotelleriesuisse-ticino.c...
Multiple layers<br />Core basic information (centralized DB)- Title and short description<br /><ul><li> Geo-location (lat....
 Pictures
 Contact data</li></ul>SHARED DATA LAYER<br />
Multiple layers<br />Personalized marketing information (WCM)- Additional text<br /><ul><li> Additional pictures and video
 Banner and teasers
 Related content
 External and download links</li></ul>PERSONALIZED DATA LAYER<br />SHARED DATA LAYER<br />
Multiple layers<br />Social Networks information (WCM and API)- Flickrphotogalleries<br /><ul><li> Twitter feeds
 RSS feeds
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Enter2011 Luca Preto - Davide Guzzetti - ticinoinfo sa

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Enter2011 Luca Preto - Davide Guzzetti - ticinoinfo sa

  1. 1. Ticinoinfo III: how to merge different types of data (raw, multimedia, editorial) according to each and every specific marketing need.<br />Luca PretoOnline Marketing Manager ticinoinfosa<br />Davide GuzzettiConsultant and Project ManagerTinextsa<br />1<br />
  2. 2. Agenda<br />About ticinoinfo<br />Building up a DB: Ticinoinfo II<br />Allowing marketing promotion: The new project <br />Multi-layer structure<br />Web 2.0 functionalities<br />Multi-channel distribution<br />Project benefits and conclusion<br />2<br />
  3. 3. Facts about ticinoinfo<br />Founded in 1997 <br />5 employees<br />Mission: collecting and distributing tourism-related information about Ticino, the southermost canton in Switzerland. <br />Shareholders: Ticino Turismo, GastroTicino, Hotellerie Suisse Ticino, Bellinzona Tourism, Lago Maggiore Tourism, Mendrisio Tourism<br />Partners: It works as a data bank and reference point for ticino’s tourism industry and tourism operators and its information is directly used by local tourist boards, local restaurants and hotelier association.<br />3<br />
  4. 4. Ticinoinfo II: Project Objectives<br />Ticinoinfo II (2004) objectives:<br /><ul><li>Creating a shareddatabase
  5. 5. Collecting data
  6. 6. Data distribution</li></li></ul><li>Ticinoinfo database<br />Ticinoinfo collects, manages and distributes structured content from itsshareholders and otherentities. Ticinoinfo database contains over 60.000 tabs of various kinds, namely:<br />Events (events, premium events, top events)<br />Accommodation (hotels, vacation homes, campings, hostels, cabins, cottages, B&B, venues for seminars and meetings)<br />Gastronomy (restaurants, wineries, wines, typical products)<br />Touristic information (cities, landmarks, museums, theaters, tours).<br />Database records are created and managed by shareholders directly in the ticinoinfo database. <br />Ticinoinfo deals with the collection, processing and redistribution of data, which are available to all shareholders.<br />
  7. 7. Ticinoinfo database: entities<br />Shareholders<br />Partners<br />Customers<br />
  8. 8. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos<br />Data processing: DB content<br />
  9. 9. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos<br />Data processing: DB content<br />
  10. 10. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos<br />Data processing: DB content<br />
  11. 11. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos<br />Data processing: DB content<br />
  12. 12. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos<br />Data processing: DB content<br />
  13. 13. ascona-locarno.com<br />ticino.ch<br />shareholder’s websites<br />hotelleriesuisse-ticino.ch<br />Partners<br />Buy content<br />Ticinoinfo II: architecture<br />provide content<br />Customers<br />Shareholders<br />Buy content <br />SHARED CONTENT<br />(provided by shareholders)<br />
  14. 14. Benefits<br />Lower overall costs through centralized technology<br />High control over shared content<br />Same information on many different websites/pages (synchronization)<br />BUT<br />Low customization possibilities<br />Same content on several websites<br />
  15. 15. Ticinoinfo III: Project Objectives<br />Ticinoinfo had to takle the project in order to meet the following objectives:<br /><ul><li>Creating an appealing user interface
  16. 16. Allowing partners and shareholders to personalize their own content
  17. 17. Integrating with social networks
  18. 18. Distributing information on multiple channels</li></ul>FROM TECHNICALITIES AND DATA COLLECTION TO CUSTOMER-CENTRICITY AND MARKETING ORIENTATION <br />
  19. 19. Introducing the new Ticino.ch<br />15<br />http://www.youtube.com/watch?v=umYt4qR28Zw<br />
  20. 20. SOCIAL NETWORKS<br />MOBILE<br />sharing<br />iPhone app<br />Mobile version<br />embedding<br />hotelleriesuisse-ticino.ch<br />PERSONALIZATION OF CONTENT<br />(WCM Magnolia)<br />mediazone.ticino.ch<br />meetings.ticino.ch<br />emozioni.ticino.ch<br />ascona-locanrno.com<br />ticino.ch<br />SHARED CONTENT<br />(java admin client)<br />Project’s architecture<br />
  21. 21. Multiple layers<br />Core basic information (centralized DB)- Title and short description<br /><ul><li> Geo-location (lat. – long)
  22. 22. Pictures
  23. 23. Contact data</li></ul>SHARED DATA LAYER<br />
  24. 24. Multiple layers<br />Personalized marketing information (WCM)- Additional text<br /><ul><li> Additional pictures and video
  25. 25. Banner and teasers
  26. 26. Related content
  27. 27. External and download links</li></ul>PERSONALIZED DATA LAYER<br />SHARED DATA LAYER<br />
  28. 28. Multiple layers<br />Social Networks information (WCM and API)- Flickrphotogalleries<br /><ul><li> Twitter feeds
  29. 29. RSS feeds
  30. 30. Youtube videos</li></ul>SOCIAL DATA LAYER<br />PERSONALIZED DATA LAYER<br />SHARED DATA LAYER<br />
  31. 31. Multiple layers<br />SOCIAL DATA LAYER<br />PERSONALIZED DATA LAYER<br />SHARED DATA LAYER<br />
  32. 32. As result<br />Shared core data always up-to-date<br />Every institution or tourist board can add its own editorial layer providing standard content with a personalized marketing appeal<br />Institutional information from tourist boards can be augmented with data coming from social networks<br />
  33. 33. Benefits for ticinoinfo<br />Lower overall costs through centralized technology<br />Better goodwill and higher levels of usage from partners<br />Better communication with users through social networking tools<br />Better delivery of content on different devices<br />Control across all the web properties<br />
  34. 34. Benefits for partners<br />Easy-to-use CMS, no technical expertise required<br />Faster time to market through simple interface for content creation<br />Good balance between flexibility and need for consistency<br />Reduced costs:<br />the most of the activities can be performed directly by authors via CMS. No need for an agency to intervene;<br />shared infrastructure, shared costs of licensing and maintenance.<br />
  35. 35. Multi-site support<br />
  36. 36. Multi-channel distribution<br />iPad site view<br />iTicino<br />Lugano city Guide<br />
  37. 37. Web 2.0 features<br />
  38. 38. Visit now the ENTER11 webpage on ticino.ch<br />www.ticino.ch/enter<br />
  39. 39. Conclusion<br />The new ticino.ch portal, built with magnolia CMS, addresses the goals of data personalization, social media integration, and multi-channel distribution. It provides local partners, including tourist boards, with an easy-to-use and powerful tool for managing their online communication and promotion. <br />Equally important, the new system has also helped ticinoinfo gain greater goodwill from local tourist boards and hotel associations, who now have the autonomy to create customized promotions while leveraging ticinoinfo’s excellent database of resources and events.<br />
  40. 40. Thank you for your attention<br />Strada Regina 43<br />Lugano-Bioggio<br />Switzerland <br />T. +41 (0)91 612 22 66<br />sales@tinext.com <br />www.tinext.com<br />Via Lugano, 12 <br />Bellinzona<br />Switzerland <br />T. +41 (0)91 821 53 33<br />info@ticinoinfo.ch<br />www.ticinoinfo.ch<br />

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