www.citeze.com                Integrated Social Online Travel Business Model                                              ...
Agenda   Business Proposition   Innovation in Online Travel 2011   New Online Travel Business Proposition – citeze city...
Business PropositionProposition: Build an online city break social commerce travel business.Revenue:      Sale of city bre...
Business Success Criteria and MeasuresThe business success criteria and measures below may changed, added to orreplace dur...
Innovation, Social Business Success & New EntrantsONLINE TRAVEL 2011                     ©Copyright purple spinnaker Ltd. ...
Telegraph Start-up 100 – Travel & Transport April 2011The Start-Up 100, in conjunction with TechCrunch Europe, is supporte...
Other Travel Companies Innovating Online    Individual Travel Blogs        Trip Planning Community                     Hot...
Mobile starting to feature…..                  Apps                                                                       ...
Multi-channel Booking….Facebook – flights, hotels & holidaysMobile – flights & hotels                                     ...
Travel is evolving online and the transaction side of the services is            moving to become a multi-channel feature....
No-one is bringing it all together to create a NEW onlineTravel proposition combining, booking, community, mobileand socia...
Citeze          Plan Your City Break, Create & Share Your Mobile Itinerary                      Find Places or People  Pla...
New Business Model – citezeCiteze generates online revenue through innovatively combining technology, people & content to ...
Customer Acquisition & Retention Funnel                       Integrated Customer Acquisition                          Soc...
Identify Core TechnologyCiteze is driven by technology, people and content, adopting a buy, build or partner strategy inth...
Citeze Technology, Content & Insight Components                   Booking Engine                           City break     ...
Multi-channel Login & Community Membership PathsThere are 3 primary roots to becoming a community member and customer, via...
Hosted Travel Community                  Example of an active member of the gogobot.com travel community    Ask for trip a...
Hosted Community Monitoring, Insights & ReportingCommunity metrics offer a broad range of data:  • for an individual user ...
Booking engine                                      A core element of the citeze service is the                           ...
Content – mobilising & monetising travel contentFree Travel ToolsPaid for Destination GuidesTravel Publishers creatingpaid...
Mobile Destination & Trip Planning Apps                   Citeze Mobile Trip Planer                                       ...
Multi-channel Booking           Website                                  Facebook                                         ...
Social Media Monitoring & RespondingUse social media campaign management tools to schedule, manage & report on multi chann...
Multichannel Social Communications                         ©Copyright purple spinnaker Ltd. 2011
Social Media Campaign ManagementUse social media campaign management tools to schedule, manage & report on multi channel c...
The underlying technology collects, manages and deliversdata to the business to inform and support businessstrategies and ...
TBusiness Insight                   r                   a                   v                   e                   l     ...
Social Insight Strategy The travel social ecosystem will provide the customer and market insight to drive the social busin...
Learning from Social Insights Conversation & Behaviour  1. Listen to & learn from travel customers  conversations outside ...
SEO & Website Analytics                                                           SEO Analytics                          ...
Content Strategy using customer sharing behaviour                1    How is content shared today?                        ...
Customer InsightCustomer transaction history provides a customer loyalty model which answers:              Who Buys?      ...
Citeze          Plan Your City Break, Create & Share Your Mobile Itinerary                      Find Places or People  Pla...
www.citeze.com                Integrated Social Online Travel Business Model                                              ...
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Integrated social mobile and online travel customer experience sml

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Integrated social mobile and online travel customer experience sml

  1. 1. www.citeze.com Integrated Social Online Travel Business Model Purple Spinnaker Creating a NEW online Travel proposition Londoncombining, booking, community, mobile, SEO +44 7887 644 799 and social communication……… julie@purplespinnaker.com www.purplespinnaker.com
  2. 2. Agenda  Business Proposition  Innovation in Online Travel 2011  New Online Travel Business Proposition – citeze city breaks  Business Proposition  Core Components  Products & Services  Technology  Content  Mobile  Insight Strategies  Time Line & Workstreams  Next Step’s ©Copyright purple spinnaker Ltd. 2011
  3. 3. Business PropositionProposition: Build an online city break social commerce travel business.Revenue: Sale of city break packages, flights and/or hotels Consumer Mobile destination travel tools and guides License mobile toolkit to external partnersProduct: Citybreak holidays Mobile destination travel toolkit and guidesInnovation: Combine online social and mobile business strategies with SEO and online travel best practise to create a customer experience driven online travel service which  Engages customers during their purchase journey  Extends the brand experience to the destination  Encourages ands reward on-going customer feedback  Encourages and rewards brand advocacy  Drives customer loyalty and repeat purchasesGo To Market Strategy will be driven by online SEO & Social Business Strategies. ©Copyright purple spinnaker Ltd. 2011
  4. 4. Business Success Criteria and MeasuresThe business success criteria and measures below may changed, added to orreplace during the business planning and development process. Revenue Per Profitability Per  City  City  Package  Package  Flight  Flight  Hotel  Hotel  Mobile Travel Guide  Mobile Travel Guide  Individual Transaction  Individual Transaction  Customer  Customer Website Metrics Customer Loyalty, Community Membership • Number of Visitors & Participation • Conversion Rate Look to Book • SEO Analytics • Community Membership • Referral Site Traffic • Frequency of Visits • Direct Traffic • Purchase Value • Time on web site • Number of repeat purchases • User Journeys • Contribution to Community • External Advocacy + influenceThe underlying technology must support the creation and delivery of the datarequired to measure the business. ©Copyright purple spinnaker Ltd. 2011
  5. 5. Innovation, Social Business Success & New EntrantsONLINE TRAVEL 2011 ©Copyright purple spinnaker Ltd. 2011
  6. 6. Telegraph Start-up 100 – Travel & Transport April 2011The Start-Up 100, in conjunction with TechCrunch Europe, is supported by Orrick, Silicon Valley Bank and Microsoft BizSpark. www.cartrawler.com www.emesa.nl www.housetrip.com www.momondo.com www.onefinestay.com www.skyscanner.net www.voyage-prive.co.uk Each of these organisations has been selected as travel tech startups to watch. There is no “step change” in business model or use of new social and mobile technology. http://www.telegraph.co.uk/technology/technology-startup100/8418664/Start-Up-100-StrategyEye-interactive-guide.html ©Copyright purple spinnaker Ltd. 2011
  7. 7. Other Travel Companies Innovating Online Individual Travel Blogs Trip Planning Community Hotel Reviews & Bookhttp://www.blogs-de-voyage.fr/ http://www.travellerspoint.com/ http://www.oyster.com/ Travel Community Gamified Travel Community Customer Travel Journeys http://www.travelpost.com/ http://www.gogobot.com/ http://www.vtravelled.com/ Under review New version due out in q4 ©Copyright purple spinnaker Ltd. 2011
  8. 8. Mobile starting to feature….. Apps http://socialstay.com/ Mobile Apps There are a range of companies creating mobile applications for use when travelling they include • Free apps • Paid for apps • Free plus in app paid for content http://www.discoverhongkong.com/planner/eng/ http://traveldk.com/apps • Mobile platforms which create mobile apps for destinations & features ©Copyright purple spinnaker Ltd. 2011
  9. 9. Multi-channel Booking….Facebook – flights, hotels & holidaysMobile – flights & hotels ©Copyright purple spinnaker Ltd. 2011
  10. 10. Travel is evolving online and the transaction side of the services is moving to become a multi-channel feature.The opportunity is to look beyond the transaction to the customer experience, business operating model and customer acquisition, engagement and retention. ©Copyright purple spinnaker Ltd. 2011
  11. 11. No-one is bringing it all together to create a NEW onlineTravel proposition combining, booking, community, mobileand social communication………CITEZE – PROPOSITION ©Copyright purple spinnaker Ltd. 2011
  12. 12. Citeze Plan Your City Break, Create & Share Your Mobile Itinerary Find Places or People Plan Your Trip City Guides Community Inspiration Reviews Spread the word Already a member, please login Username Sign up with your Password email addressTop 10 Attractions Top 10 Attractions Top 10 Attractions Who’s been travelling? City Reviews City Reviews City Reviews Plan Your Trip Plan Your Trip Plan Your Trip Citeze Recommend Citeze Mobile City Break Planner Historic Trip MapsTop 10 Attractions Top 10 Attractions Top 10 Attractions Itinerary Culture & Arts Health Food City Reviews City Review City Reviews & Local Health & Spa & Events Fitness Drink Plan Your Trip Plan Your Trip Plan Your Trip Food & Drink Community Local More Activities Reviews Info Create your citeze planner Download your mobile app Buy City Break info from our partners ©Copyright purple spinnaker Ltd. 2011
  13. 13. New Business Model – citezeCiteze generates online revenue through innovatively combining technology, people & content to a unique travelproposition combining, search & book, online recommend & review community, trip planning & destination guides. Search, Plan & Book City Breaks Customer acquisition, service, engagement & loyalty Top 10 Attractions Revenue £££ Who’s been travelling? City Reviews Plan Your Trip Travel Consumers Mobile Trip Travel Ideas Citeze Recommend Planner & & Review Revenue City Guides Community Historic £££ Culture & Arts Citeze Mobile City Break Planner Health & Spa Food & Drink Trip Maps Itinerary Activities Health Food & Local & Events Fitness Drink Community Local More Reviews Info ©Copyright purple spinnaker Ltd. 2011
  14. 14. Customer Acquisition & Retention Funnel Integrated Customer Acquisition Social, SEO, WOM, Affiliates, Adwords…. Prospects can access service via multiple channels and interest is sparked Customer Customer Clicks to find out more Customer joins community Customer makes a purchase Customer participates to community Customer returns to community Customer makes further purchase Customer becomes advocate & promotes service ©Copyright purple spinnaker Ltd. 2011
  15. 15. Identify Core TechnologyCiteze is driven by technology, people and content, adopting a buy, build or partner strategy inthe creation of the proposition. There are 7 areas of technology in the citeze solution:  Website – User Interface  Login & Community Access (individual & via external social networks)  Community/social Network  Booking Engine  Destination Content  Free content  Rated Content  Licenced & paid for content  Mobile Application  Iphone  Android  Other App platforms  Multi-channel (online, social & mobile) Integration  Booking  Multi channel Social Communication  Listening, Monitoring & Responding  Managed Social Communications ©Copyright purple spinnaker Ltd. 2011
  16. 16. Citeze Technology, Content & Insight Components Booking Engine City break Sales citeze Database Insight Customer Dashboard (s) New Customer Profile Loyalty Database Business Customer Customer Strategy Insight Database Community CUSTOMER & BUSSINESS Customer Strategy Customer Non-Member Product Strategy Trip Planning INSIGHT Destination & Trip Planning Database Customer SEO & Website Member Mobile Strategy Mobile Engine Database Email Campaign Strategy Online Website Engagement SEO & Web Analytics Analytics Database Strategy Email Social Email Management Database Strategy Brand & Reputation Social Insight Strategy Social Media Monitoring Social Media Brand & & Insight DB Reputation Monitoring ©Copyright purple spinnaker Ltd. 2011
  17. 17. Multi-channel Login & Community Membership PathsThere are 3 primary roots to becoming a community member and customer, via social network, email or pointof purchase. Each root will create an online profile and customer account using email address, username andexternal social network with id/username, where supplied. Sign up with email address Already a member, please login Username Password Each login path, creates individual customer profiles, which gives access to the citeze online community and a range of additional member only services & discounts. The goal is to make joining the community an easy process, which also provides an opportunity for citeze to allow members to connect with friends and utilise exsiting social networks to share travel experiences & planned trips. ©Copyright purple spinnaker Ltd. 2011
  18. 18. Hosted Travel Community Example of an active member of the gogobot.com travel community Ask for trip advice Places Visited & Reviews Activity Rewards - BadgesMember Reviews & Ratings Friends & Followers Wish List Trip Plans – Future & Past ©Copyright purple spinnaker Ltd. 2011
  19. 19. Hosted Community Monitoring, Insights & ReportingCommunity metrics offer a broad range of data: • for an individual user • a single forum • blog • idea exchange • entire community • configurable periods of time ranging from an hour to a year • Measure the most or least popular social interactions • Identify which topics are most active • Highlight topics and users community members find interesting, etc…The community platform can also monitor the impact of individual and groups of members identifying the content they author, howwell it’s received in the community and how often their content is rewarded. Identify Experts: Track who is answering questions, the response of the community to the value of the information to find the real experts Reward Experts: Use a ranking system to reward loyal, helpful users through special privileges to these users which can increase levels of participation. Measure Success: Use community metrics to tracks post rates, message views, time-to- response and other performance indicators measuring the health of a community. ©Copyright purple spinnaker Ltd. 2011
  20. 20. Booking engine A core element of the citeze service is the booking engine, which gives customers and members access to a range of city-break destinations, flights and hotels. Directline-citybreaks has the booking engine and access to flights, trains, hotels and packages. ©Copyright purple spinnaker Ltd. 2011
  21. 21. Content – mobilising & monetising travel contentFree Travel ToolsPaid for Destination GuidesTravel Publishers creatingpaid for mobile offeringsCustom content apps ©Copyright purple spinnaker Ltd. 2011
  22. 22. Mobile Destination & Trip Planning Apps Citeze Mobile Trip Planer Member Created Trip Plans  Mobile App have 3 versions  Free App  Paid for App  Standard application features, functionality and content  30% of revenue goes to platform ie iTunes, android  Free App with In-App Purchases  Free app  Customer can pay for additional features, functionality and content from within the application Top In-App Purchases Paris$5.99 London$5.99 New York City$5.99 Rome$5.99 Italian$2.99 Amsterdam$5.99 Barcelona$5.99 Buenos Aires$5.99 French$2.99 Bangkok$5.99 ©Copyright purple spinnaker Ltd. 2011
  23. 23. Multi-channel Booking Website Facebook Mobile Customers will look to book trips via multiple channels – not all channels are required in phase I, however the business strategy should include all channels. ©Copyright purple spinnaker Ltd. 2011
  24. 24. Social Media Monitoring & RespondingUse social media campaign management tools to schedule, manage & report on multi channel communications: PR & Reputation Social Media Marketing & Brand Management Measurement Competitive Audit Monitor Monitor Respond To Crisis How does the brand Measure Create Content compare to competitors Analyse Update on Events & across social channels? Report Promotions Brand Assessment What is the perception and reach of citeze across Customer Support social channels? Identify customer support, product features, Market Research functionality and issues. What can we learn about citeze market, customers & prospects? Community Management Product Performance Marketing Effectiveness Create Guidelines How effective is the How effective is our Monitor Activities launch of a new product? marketing strategy & Encourage Participation Obtain feedback on campaign messaging? Respond to Inquiries product features. ©Copyright purple spinnaker Ltd. 2011
  25. 25. Multichannel Social Communications ©Copyright purple spinnaker Ltd. 2011
  26. 26. Social Media Campaign ManagementUse social media campaign management tools to schedule, manage & report on multi channel communications: ©Copyright purple spinnaker Ltd. 2011
  27. 27. The underlying technology collects, manages and deliversdata to the business to inform and support businessstrategies and decisions.BUSINESS INSIGHT ©Copyright purple spinnaker Ltd. 2011
  28. 28. TBusiness Insight r a v e l E c o s Full y Ecosystem s t e m c i t citeze e Ecosystem z e E a r Social SEO & n e d Insight Website citeze Owned c i t e z e Analytics Content Customer Strategy Insight Regular Customers Occasional Customer Hardly Ever High Premium Standard Potential Spend Med Standard Potential Uncommitted Spend Low Potential Uncommitted Spend Frequent Infrequent Rare ©Copyright purple spinnaker Ltd. 2011
  29. 29. Social Insight Strategy The travel social ecosystem will provide the customer and market insight to drive the social business strategy, through listening to understanding customer needs and desires to create a customer centric online city-break experience. 1. Listen to & learn from travel customers conversations outside travel & citeze Full ecosystems to identify customer insights Ecosystem2. Listen to & learn from conversationsabout travel products & services,competitors & complimentary services. Travel Ecosystem Citeze customer acquisition strategy Citeze customer engagement layers 3. Listen & learn from citeze & competitor citeze customers & prospects conversations Ecosystem about citeze products & services on public forums & social networks.4. Listen to & learn from conversations citezeabout citeze on managed public social Earnednetworks FB, Twitter, Linkedin, Youtube… 5. Listen to & learn from citeze customers citeze Owned conversations about citeze products & services within the citeze community citeze ©Copyright purple spinnaker Ltd. 2011
  30. 30. Learning from Social Insights Conversation & Behaviour 1. Listen to & learn from travel customers conversations outside travel & citeze ecosystems to identify customer insights1. Are people discussing city breaks in online communities? YES, but they spell it in more than one way. city-break UK English Apr 10 - Mar 11 3,438 city break UK English Apr 10 – Mar 11 3,359 citybreak UK English Apr 10 - Mar 11 152 Social Insights can feed into SEO strategies to ensure all versions of city-breaks UK English Apr 10 - Mar 11 1,289 the words and phrases are included. city breaks UK English Apr 10 - Mar 11 1,252 citybreaks UK English Apr 10 - Mar 11 1092. Is there more than one group talking about city breaks? YES, but there are a few main communities. 746,997 members 554,966 members 396,706 members 89,251 members 1,516,515 threads 1,315,204 threads 1,344,366 threads 448,763 threads 21,393,991 posts 22,991,146 posts 25,346,810 posts 7,584,267 posts3. Where else do people talk about city breaks? • News • Travel • Other interest websites • Social Networks. ©Copyright purple spinnaker Ltd. 2011
  31. 31. SEO & Website Analytics  SEO Analytics • Site content • Links to site • Site coding (and meta tags) Social Insights can feed into SEO • Site submission to SEO engines strategies to ensure all versions of the words and phrases are included. • Links within the site • Click though rate • Comparison against competitors • ….  Website Analytics SEO Website Analytics ©Copyright purple spinnaker Ltd. 2011
  32. 32. Content Strategy using customer sharing behaviour 1 How is content shared today? 2 What content is shared?What are the keydrivers of content 3sharing? What is the emotional 4 engagement with shared travel content? 5 What does it mean for customer acquisition, sales, community participation? ©Copyright purple spinnaker Ltd. 2011
  33. 33. Customer InsightCustomer transaction history provides a customer loyalty model which answers: Who Buys? What do they buy? How frequently do they buy? Who is loyal? Loyal Regular Customers Occasional Customer Hardly Ever Lapsed Gone High Spend Premium Standard Potential Gone Lapsed Lapsed Away Med Spend Standard Potential Uncommitted Low Spend Potential Uncommitted Frequent Infrequent Rare Potential Understanding customer purchase behaviour and developing loyal segments enables citeze to engage with existing, future and historical customers across multiple channels with different strategies and messages. Combining loyalty insight with social insight and hosted community activity citeze can develop a multi dimensional understanding of customer buyer behaviour and needs which can be used to evolve the product and service offering. ©Copyright purple spinnaker Ltd. 2011
  34. 34. Citeze Plan Your City Break, Create & Share Your Mobile Itinerary Find Places or People Plan Your Trip City Guides Community Inspiration Reviews Spread the word Already a member, please login Username Sign up with your Password email addressTop 10 Attractions Top 10 Attractions Top 10 Attractions Who’s been travelling? City Reviews City Reviews City Reviews Plan Your Trip Plan Your Trip Plan Your Trip Citeze Recommend Citeze Mobile City Break Planner Historic Trip MapsTop 10 Attractions Top 10 Attractions Top 10 Attractions Itinerary Culture & Arts Health Food City Reviews City Review City Reviews & Local Health & Spa & Events Fitness Drink Plan Your Trip Plan Your Trip Plan Your Trip Food & Drink Community Local More Activities Reviews Info Create your citeze planner Download your mobile app Buy City Break info from our partners ©Copyright purple spinnaker Ltd. 2011
  35. 35. www.citeze.com Integrated Social Online Travel Business Model Purple Spinnaker Creating a NEW online Travel proposition Londoncombining, booking, community, mobile, SEO +44 7887 644 799 and social communication……… julie@purplespinnaker.com www.purplespinnaker.com

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