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TTGNext 2015 - 8 ottobre 2015 - Travel Mobile First

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Dall'idea, al progetto, alla tattica. Ecco perché il Mobile First non va più visto come una divertente alternativa, ma come un'aspettativa irrinunciabile. Connessioni mobile, mCommerce, mAdvertising, mobile payment: dal progetto alla tattica, il comparto del turismo non può più attendere. L'utilizzo crescente degli smartphone ha modificato il processo decisionale anche in quella zona di confine sempre più sfumata tra Online e Offline. Per questo è ormai indispensabile investire risorse per massimizzare la visibilità locale nel web integrando le strategie di Local Search nel progetto di Digital Marketing.

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TTGNext 2015 - 8 ottobre 2015 - Travel Mobile First

  1. 1. FIERA INTERNAZIONALE B2B DEL TURISMO R I M I N I 8 · 9 · 1 0 O T T O B R E 2 0 1 5
  2. 2. Travel Mobile First Dal Progetto alla Tattica relatori NICOLETTA POLLIOTTO LUCA BOVE Rimini • TTG Next 2015 8 Ottobre 2015 — h 11:00
  3. 3. Hashtags Speech #TTG2015 #TravelMobileFirst
  4. 4. DI COSA PARLIAMO OGGI Ricerca e Prenotazione Online Sito Web • Come & Perché Fasi del Viaggio SoMo = Social + Mobile Generazioni + SoMo Tattiche di Vendita & Branding TAKE AWAY
  5. 5. Perché Progettare Se non puoi misurare un fenomeno, non puoi conoscerlo. Punto 1 Punto 2 Punto 3 Se non puoi conoscerlo, non puoi controllarlo. Riprendi il controllo del tuo Business con un buon Progetto.
  6. 6. User Experience - UX • Ricerca e Prenotazione Online • 1
  7. 7. Hotel + Voli Online GOOGLE MEDIA RICERCA 55 minuti + 17 website ( 4 Ads )
  8. 8. Hotel + Voli Online TRIPTEASE MEDIA RICERCA 38 website — 72% direct booking — 90% buying online
  9. 9. Percezione del Valore 3 INGREDIENTI Prezzo Vantaggioso o Adeguato Esperienza Emozione Evocata, da visual design e storytelling Anticipata, come risposta ai bisogni
  10. 10. Sito Web • Visual e Story • • Mobile e Multiscreen • 2
  11. 11. www.lidosparesort.com
  12. 12. Mobile 2015 VIAGGIATORI 52% usa il mobile almeno 1 VOLTA
  13. 13. La ricetta perfetta per rendere più efficace la tua presenza online. Dario Flaccovio Editore INGREDIENTI DI DIGITAL MARKETING PER LA RISTORAZIONE Luca Bove · Nicoletta Polliotto Disponibile dal 5 Ottobre su WEBINTESTA AMAZON · iTUNES · IBS · HOEPLI DigitalMarketingRistorazione.com
  14. 14. Fasi del Viaggio • Prima — Durante — Dopo • 3
  15. 15. 40 100 Social è Mobile su
  16. 16. SoMo • Social + Mobile • 4
  17. 17. Social Hotel VIAGGIATORI 50% cerca ispirazione su Social e Mobile
  18. 18. Social & Mobile FACEBOOK 39% traffico da Mobile + maggior Engagement
  19. 19. Sales Strategy • Generazioni + SoMo • 5
  20. 20. 1980–2000 MILLENNIAL 97% posta 1 volta/giorno sui Social–Mobile
  21. 21. 1965–1979 GEN X 95% possiede almeno 1 dispositivo mobile
  22. 22. 1946–1964 BOOMERS 74% usa i social per Info e Acquisti
  23. 23. Tattiche di Vendita • Idee per il tuo Hotel • 6
  24. 24. B O U T I Q U E A C C O M M O D A T I O N S I D E N Y
  25. 25. kiSSKeep it Simple Stupid
  26. 26. Servizi “Super” Audience Oriented Utenti “SoMo” Exclusive Experience Gamification Foto UGC Video UGC Take Away Mettiti in Discussione Snackables Brevi • Dolci • Memorabili
  27. 27. MuseComunicazione CnR @musecom @comristorazione +NicolettaPolliotto Nicoletta Polliotto Destinazione Turismo Muse Journal Comunicazione nella Ristorazione Social Blog cnr fb fb tw tw g+ in in
  28. 28. Web / www.musecomunicazione.it Email / info@musecomunicazione.it Phone / 011 5363984 Mobile / 335 6309724
  29. 29. Local Search e Turismo Luca Bove @lithops
  30. 30. http://www.LocalStrategy.it
  31. 31. DI COSA VI PARLO OGGI Un po’ di Dati sulla Local Search Ma cos’è sta Local Search? Categorie Migliori Customer Journey La Local non è un’isola Segnali per il Ranking Local TAKE AWAY
  32. 32. Local Box dopo ricerca Google su smartphone
  33. 33. Ricerca sulla App Google Maps
  34. 34. http://blog.appannie.com/most-popular-iphone-ipad-apps-all-time/
  35. 35. http://vincos.it/2014/07/02/app-usate-italiani/
  36. 36. http://www.slideshare.net/lucabove/lo-stato-del-turismo-italiano-su-google-my-business Schede My Business rivendicate
  37. 37. Quindi ci sono ricerche differenti... • Strutture Ricettive (di solito Vicino a me dopo) • Ristorazione ed altri servizi turistici (di solito Vicino a me ora)
  38. 38. http://www.thinkwithgoogle.com/research-studies/2013-traveler.html
  39. 39. Ricerche near me... Le query su Google di tipo "near me" sono cresciute di 34 volte dal 2011 e raddoppiate nel 2014. Circa l’80% proviene da Mobile. Dati Globali su: https://www.thinkwithgoogle.com/articles/i-want-to-go-micro- moments.html
  40. 40. Anche con “vicino a me”...
  41. 41. … su smartphone
  42. 42. Conversioni immediate http://www.localstrategy.it/smartphone-local-search/
  43. 43. Non tutte le categorie sono uguali http://www.lsainsider.com/infographic-top-142-categories-consumers-searched-for-in-past-week/archives/
  44. 44. Soddisfare le domande dei clienti? Non è solo questione di NAP, ma di contesto. Il cliente vuole sapere: ● È aperto? ● Come ci arrivo? ● Quali sono le facilities? ● ...
  45. 45. Informazioni Accurate È responsabilità del business (non importa se online o offline) assicurarsi che le informazioni che arrivano al cliente (solitamente nuovo) siano: ● Utili, Rilevanti e Accurate ● Facilitino la vita al cliente
  46. 46. Se confondete le persone e mettete ostacoli sulla loro strada, mandandoli nella direzione sbagliata o dandogli informazioni sbagliate.... mettete a repentaglio il vostro business!
  47. 47. http://www.slideshare.net/lucabove/lo-stato-del-turismo-italiano-su-google-my-business Schede My Business con descrizione
  48. 48. http://www.slideshare.net/lucabove/lo-stato-del-turismo-italiano-su-google-my-business Schede My Business con Business View
  49. 49. Segnali per il Ranking Local https://moz.com/local-search-ranking-factors
  50. 50. Non è un’isola La local search è strettamente collegata, ad altre attività promozionali e di comunicazione (reputazione, SEO, UX, Social, attività offline …)
  51. 51. Novità: Google Hotel Ads http://adwords.blogspot.it/2015/09/google-hotel-ads-makes-it-easier-for.html
  52. 52. Comprendi il comportamento dei tuoi clienti Rispondi alle domande che fanno sui vari device Usa gli strumenti giusti e comunica Take Away Facilita la vita del tuo cliente
  53. 53. La ricetta perfetta per rendere più efficace la tua presenza online. Dario Flaccovio Editore INGREDIENTI DI DIGITAL MARKETING PER LA RISTORAZIONE Luca Bove · Nicoletta Polliotto Disponibile dal 5 Ottobre su WEBINTESTA AMAZON · iTUNES · IBS · HOEPLI DigitalMarketingRistorazione.com
  54. 54. Mi trovate su http://luca.bo.ve.it http://www.LocalStrategy.it Potete collegarvi tramite i vari social su http://about.me/lucabove mobile 347 34 09 389

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