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WHY DO WE
EXIST?
We are going through an
intense period of change…
Think about the past
decade or so…
PERIOD OF
CHANGE
USB Pen Drives
Skype
iPads
YouTube
GPS in mobile phones
Floppy disk obsolete
Laptop sales overtake deskto...
KEY DRIVER:
COMMUNICATIONS
1990 Internet became public (text
only, no pictures)
Public more interested (dial-up
connection...
BEHAVIOURS ARE
CHANGING…
…Where-ever we are, or what-ever we are doing
we are always checking our social media accounts
Wh...
WE ALL KNOW
BUSINESSES
SHOULD BE
ONLINE?
But how?
What tools can we use?
What’s happening in our
industry?
This is where D...
Ensures your business is accessible 24/7 &
increases geographic reach of your business
YOUR WEBSITE
WEBSITE DESIGN
 Easy to view
 Engaging – video content
 Easy to find information
 Mobile friendly
GREAT CONTENT
Such as a blogs, or news feeds
 Share news, expertise & knowledge
 Open up 2-way communication
 Keeps con...
WEBSITE
Templated designs
App Market place
WEBSITE
...even ecommerce & online bookings
WEBSITE SEO  Up to date content
 Mobile ready
 Keywords
 Google Crawler
https://www.google.com/webmasters/tools/submit...
ENCOURAGE LINKS
 Build network of other websites that link to yours
 Adds credibility & increases ways to get to your si...
 Make sure it’s easy to use & engaging
 Plan for regular, updated content
 Consider ‘do it yourself’
 Utilise SEO
 En...
Access for staff and customers is important –
what services do you provide?
INTERNET SERVICES
ENHANCING
CUSTOMER
EXPERIENCE
• Online tools
• Virtual globetrotting
• Tourism apps
• Social media
• Design for mobile
• S...
ENHANCING
CUSTOMER
EXPERIENCE
 3rd party travel sites like Expedia & TripAdvisor
 Better communications via social media...
ENHANCING
CUSTOMER
EXPERIENCE
Self service technology is all around - examples
It should:
 Be convenient & save time
 Im...
ENHANCING
CUSTOMER
EXPERIENCE
 In hospitality free Wi-Fi brings in more customers – they
stay longer & spend more money
...
REMOTE ACCESS
68% Of NZ businesses have some form of teleworking
 Better work-life balance
 Reduced costs
 Employees mo...
DISASTER
MANAGEMENT
Christchurch earthquakes – disasters will
materially effect businesses that are not
ready
http://www.r...
 Enhance your customer’s experience
 Investigate online tools
 Consider free wi-fi
 Consider remote access
 Plan for ...
Digital marketing & social media opens up a world
of opportunity for engaging and communicating
with existing & potential ...
POPULAR
CHANNELS
0
200
400
600
800
1000
1200
Twitter Facebook YouTube LinkedIn Google+ Instagram Other
Which of the Follow...
 Google Pins
 Google My Business
www.google.co.nz/business
 Social media integration
 Maintain brand across all platfo...
SOCIAL MEDIA
PLANNING
It’s important to plan
Know what platforms you use & why,
who manages your social media
activity and...
SOCIAL MEDIA
PLANNING
 Introvert to extrovert
 Plan your campaigns
 Plan the messages
 Plan their distribution – when,...
EMAIL
MARKETING
 Opt-in email marketing to promote products, services or
events to customers
 Create strong engagement –...
ONLINE
ADVERTISING
 Facebook – boosting a post
 Adwords
 Businesses make an average of $2 revenue for every
$1 spent on...
ADS
For example:
 Facebook
 Instagram
 YouTube
Display Ad
RE MARKETING
 Remarketing is a way to connect with website visitors who
may not have made an enquiry or purchase by displ...
ANALYTICS  Google analytics
 Insights on Facebook
 Mail chimp stats
USER GENERATED
CONTENT
Actively encourage:
 Photo-booth/backdrop
 Hashtags for brand
 Competitions
 Asking for review ...
CUSTOMER
RATINGS
 They can eliminate doubt about your products/service & increase
conversion rates
 61% read online revi...
BAD REVIEWS
First things first – publically address concerns – afterwards
may need to move to private forum if no easy res...
 Ensure your brand is consistent across channels
 Have a social media plan
 Consider email marketing and online ads
 M...
DIGITAL JOURNEY
Digital Journey Training Tourism Sector
Digital Journey Training Tourism Sector
Digital Journey Training Tourism Sector
Digital Journey Training Tourism Sector
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Digital Journey Training Tourism Sector

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Digital Enablement Training for Tourism Sector. Delivered by Digital Journey to help Tourism Businesses be more digital and maximise the use of the Internet

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Digital Journey Training Tourism Sector

  1. 1. WHY DO WE EXIST? We are going through an intense period of change… Think about the past decade or so…
  2. 2. PERIOD OF CHANGE USB Pen Drives Skype iPads YouTube GPS in mobile phones Floppy disk obsolete Laptop sales overtake desktop Digital camera sales overtake film Kindle Facebook PDF as open standard Wikipedia launched Google Apps Groupons (Group Coupons) Foursquare released Instagram Camera Phones Wireless Headset Google Maps Google Glasses ‘Printing’ organs with 3D bioprinter UHDTV Taking photos with your mind Tablet sales overtake PC Giga-fibre 4KTV Periscope Fitbit Contactless Credit Cards (in NZ) Netflix (NZ) 2004 2000 2012 2010 2008 2006 2002 2014 2016OLED TVs Playstation VR
  3. 3. KEY DRIVER: COMMUNICATIONS 1990 Internet became public (text only, no pictures) Public more interested (dial-up connection)Downloaded in 1-2 hrs Broadband (DSL) become common, freeing up phone lines Broadband continued to improve Govt announced support for UFB Gigabit Internet 1995 2000 2005 2010 2015 2020 Downloaded in less than 1hr Downloaded in a few mins Downloaded in seconds TIME TO DOWNLOAD A MUSIC ALBUM MOBILE TECHNOLOGY 3G 4G 5G
  4. 4. BEHAVIOURS ARE CHANGING… …Where-ever we are, or what-ever we are doing we are always checking our social media accounts Who checked their social media before breakfast?
  5. 5. WE ALL KNOW BUSINESSES SHOULD BE ONLINE? But how? What tools can we use? What’s happening in our industry? This is where Digital Journey comes in…
  6. 6. Ensures your business is accessible 24/7 & increases geographic reach of your business YOUR WEBSITE
  7. 7. WEBSITE DESIGN  Easy to view  Engaging – video content  Easy to find information  Mobile friendly
  8. 8. GREAT CONTENT Such as a blogs, or news feeds  Share news, expertise & knowledge  Open up 2-way communication  Keeps content fresh, encourages revisits  Marketing advantages, & increase search engine profile
  9. 9. WEBSITE Templated designs App Market place
  10. 10. WEBSITE ...even ecommerce & online bookings
  11. 11. WEBSITE SEO  Up to date content  Mobile ready  Keywords  Google Crawler https://www.google.com/webmasters/tools/submit- url?continue=/addurl
  12. 12. ENCOURAGE LINKS  Build network of other websites that link to yours  Adds credibility & increases ways to get to your site  Improves SEO
  13. 13.  Make sure it’s easy to use & engaging  Plan for regular, updated content  Consider ‘do it yourself’  Utilise SEO  Encourage links from other websites YOUR WEBSITE
  14. 14. Access for staff and customers is important – what services do you provide? INTERNET SERVICES
  15. 15. ENHANCING CUSTOMER EXPERIENCE • Online tools • Virtual globetrotting • Tourism apps • Social media • Design for mobile • Self-service technology • Free Wi-Fi
  16. 16. ENHANCING CUSTOMER EXPERIENCE  3rd party travel sites like Expedia & TripAdvisor  Better communications via social media & chat services  24/7 service – booking tools, real-time webcams Customer is better informed & better engaged
  17. 17. ENHANCING CUSTOMER EXPERIENCE Self service technology is all around - examples It should:  Be convenient & save time  Improve customer experience  Be an option (not the only option)
  18. 18. ENHANCING CUSTOMER EXPERIENCE  In hospitality free Wi-Fi brings in more customers – they stay longer & spend more money  Many will only stay/eat where there is free Internet  Allows tourists to book tickets online or make advanced bookings Make sure:  it’s easy to connect  you have an acceptable use agreement
  19. 19. REMOTE ACCESS 68% Of NZ businesses have some form of teleworking  Better work-life balance  Reduced costs  Employees more productive It’s not for everyone or every role, but it’s worth considering
  20. 20. DISASTER MANAGEMENT Christchurch earthquakes – disasters will materially effect businesses that are not ready http://www.resorgs.org.nz/images/stories/pdfs/Org anisationalResilience/sme_resilience_brochure.pdf https://www.business.govt.nz/risks-and- operations/planning-for-the-unexpected- bcp/natural-disasters/
  21. 21.  Enhance your customer’s experience  Investigate online tools  Consider free wi-fi  Consider remote access  Plan for disaster management INTERNET SERVICES
  22. 22. Digital marketing & social media opens up a world of opportunity for engaging and communicating with existing & potential customers MARKETING
  23. 23. POPULAR CHANNELS 0 200 400 600 800 1000 1200 Twitter Facebook YouTube LinkedIn Google+ Instagram Other Which of the Following Social Media Channels does your organisation use? Source: Digital Journey Assessment, 7 September 2016
  24. 24.  Google Pins  Google My Business www.google.co.nz/business  Social media integration  Maintain brand across all platforms ONLINE BRAND
  25. 25. SOCIAL MEDIA PLANNING It’s important to plan Know what platforms you use & why, who manages your social media activity and how often they post updates How to get started….  DJ resource section  NZ Government provides a Hands- on Social Media Toolbox
  26. 26. SOCIAL MEDIA PLANNING  Introvert to extrovert  Plan your campaigns  Plan the messages  Plan their distribution – when, responsibility, to which group
  27. 27. EMAIL MARKETING  Opt-in email marketing to promote products, services or events to customers  Create strong engagement – emails are marketing ‘gold’  Campaigns run
  28. 28. ONLINE ADVERTISING  Facebook – boosting a post  Adwords  Businesses make an average of $2 revenue for every $1 spent on adwords  Or create online ads
  29. 29. ADS For example:  Facebook  Instagram  YouTube Display Ad
  30. 30. RE MARKETING  Remarketing is a way to connect with website visitors who may not have made an enquiry or purchase by displaying relevant ads  Use Google AdWords Ever viewed a product on a website only to see it advertised on other, unrelated, websites later?
  31. 31. ANALYTICS  Google analytics  Insights on Facebook  Mail chimp stats
  32. 32. USER GENERATED CONTENT Actively encourage:  Photo-booth/backdrop  Hashtags for brand  Competitions  Asking for review after purchase
  33. 33. CUSTOMER RATINGS  They can eliminate doubt about your products/service & increase conversion rates  61% read online reviews before making a purchase decision  Customer reviews are trusted nearly 12x more than manufacturer descriptions  Ratings can be part of your website, or on a user review site Customers are your most valuable advocate…
  34. 34. BAD REVIEWS First things first – publically address concerns – afterwards may need to move to private forum if no easy resolution Bad Reviews:  Legitamise good reviews  How you handle them can turn critics into loyal fans  Help you identify areas for improvement
  35. 35.  Ensure your brand is consistent across channels  Have a social media plan  Consider email marketing and online ads  Measure your success  Encourage user generated content  Monitor your ratings MARKETING
  36. 36. DIGITAL JOURNEY

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