1. The document outlines Google's value proposition for developing an integrated digital strategy for Kenya's tourism sector using Search, Display, Video, and Google+ to promote Kenya as a tourist destination and improve its reputation.
2. It provides insights on traveler behavior and trends from Google data, showing that search is still the top planning source and that consumers are influenced by multiple sources along their travel decision journey.
3. The proposed strategy leverages keywords, display advertising, video campaigns, social media, and local content to generate awareness, influence consideration, and increase tourism to Kenya through an efficient, targeted approach across Google's platforms.
Nicole Murakami's Skillshare Assignment on Holiday Inn nimurak
Assignment for Julian Cole's Skillshare class, "Create a great Social Media Strategy"
I take a look at Holiday Inn as a hypothetical client, and apply the learnings from the class to create the deck.
Gain an understanding of how graphics and better organizing information can have a positive impact on target audiences. Hear case studies from your own backyard about marketing challenges organizations faced and how they were solved in a creative manner with the use of re-purposing content.
Nicole Murakami's Skillshare Assignment on Holiday Inn nimurak
Assignment for Julian Cole's Skillshare class, "Create a great Social Media Strategy"
I take a look at Holiday Inn as a hypothetical client, and apply the learnings from the class to create the deck.
Gain an understanding of how graphics and better organizing information can have a positive impact on target audiences. Hear case studies from your own backyard about marketing challenges organizations faced and how they were solved in a creative manner with the use of re-purposing content.
Business Plan "Piano di marketing per lo sviluppo turistico di Golfo AranciMTM IULM
The module "Business Plan" of the Master in Tourism Management of IULM university enables participants to elaborate a team entrepreneurial project based on a strategic and economical analysis, applying tools and methodologies learnt during the Master under the supervision of a tutor. The Business Plan "Piano di marketing per lo sviluppo turistico di Golfo Aranci" (MMT III edition) aims at developing a marketing plan for the tourism enhancement of the area of Golfo Aranci in Sardinia. Another objective is to evaluate the economic and financial feasibility of a new hotel in Golfo Aranci. The tutor of the project is Emilio Valdameri, President of Progetto Turismo.
1.The Ritz-Carlton Understands the Value of Every Employee. If you’ve ever held a job where you didn’t feel appreciated, you understand how frustrating it can be. Heck, you probably didn’t care about the company, right? Well, the Ritz-Carlton avoids this pitfall by valuing every employee. By empowering the employee, the hotel creates a staff that is passionate about the hotel, its services, and its success. Furthermore, happier employees mean happier guests. In fact, the Ritz-Carlton has empowered employees so much that they have the ability to spend up to $2,000 to ensure guests have an enjoyable stay without seeking permission from management.
2.The Ritz-Carlton Defines its Brand. If you want to improve the public image of your brand, then what better way is there to do so than by defining it yourself? The Ritz-Carlton does this by telling stories about the hotel through its online content strategy. Their Stories that Stay with You page elaborates on ways in which their employees and the greater hotel have gone out of their way to ensure a great stay for guests. The Ritz-Carlton is excellent at not only framing their stories, but in behaving in such a way – providing great customer service at every level – that great stories happen.
3.The Ritz-Carlton Abides By its Standards. Forget unwritten rules or laws. The Ritz has 12 Service Values that are etched into every employee’s memory. By requiring that everyone on the payroll memorize the company’s golden standards, the Ritz showcases the fact that they are genuinely passionate about their standards and commitment to customer service. Likewise, be sure to establish internal and external standards for your brand and hold your entire team accountable to them to ensure an incredible customer experience!
For over a century, the Ritz-Carlton Hotel has defined itself as the standard for quality and luxury in the hotel industry. While the ritzy Ritz-Carlton is flush with grandiose chandeliers and staircases, it’s the customer service and brand differentiation that’s given the hotel its staying power. By implementing pizazz into your marketing strategy, you’ll give your business a more powerful presence in the real context of B2B relations.
Piano Marketing per lo Sviluppo Turistico di Parma Four TourismFTourism & Marketing
Obiettivo del Piano Marketing è incrementare la competitività della destinazione Parma, generando benefici economici per l’intero territorio e promuovendo soluzioni più esperienziali ed innovative, in linea con gli attuali trend del mercato turistico.
Improving the digital customer journey to drive bookingstnooz
Digital is rapidly changing how customers expect you to interact with them throughout their travel journey.
From research to in-experience to post-visit – an expanding opportunity of addressable interactions can drive customer engagement throughout the process. How do you prioritize these opportunities to maximize bookings?
Join Merkle for a FREE webinar to understand how you can improve your digital visibility in the travelers' journey and how you should prioritize your efforts to maximize these opportunities.
In this FREE webinar, you’ll learn how to:
engage the right customers earlier in the process
deliver experience to keep engagement throughout the travel journey
enable customers to share positive experiences that influence other relevant desired segments
leverage first-party data to improve customer experience at each stage
Panelists for this FREE webinar are:
Pat McInerney, Senior Account Executive, Google
Ryan Gibson, EVP, Marketing Strategy, Merkle | RKG
Matt Naeger, EVP, Digital Strategy, Merkle
Kevin May, Senior Editor & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This FREE webinar took place on Thursday, the first day of October.
Google The 2014 Traveler’s road to decisionAlex Kornfeind
Google commissioned Ipsos MediaCT, an independent marketing research company, to conduct a travel tracking study to better understand the role of the internet in making travel related decisions. The current report reflects the total sixth wave of this research.
Respondents completed a 20 minute A&U survey focused on travel habits and attitudes. If qualified, respondents were routed to one of five deep dive sections: Airline, Cruise, Lodgings, Car Rental and Vacation Packages. Interviews were conducted from May 12th to June 4th, 2014, yielding a total sample of 5,000 consumers (3,500 personal and 1,500 business) who have traveled at least once for personal reasons (or a minimum of 3 times for business purposes) in the past six months.
One augment was also recruited consisting of 1,500 affluent ($250k+ household income) past 6 months personal travelers. In order to qualify, respondents had to be 21–64, live in the U.S., have no sensitive industry employment, go online at least once per month and have some involvement in their personal/business travel decisions.
@GoogleTravel @ThinkwithGoogle
Informe de Google sobre el perfil del viajero y sus costumbres en relación con la tecnología.
Uso de dispositivos móviles, buscadores e Internet en general
Google conducted a new study among the leisure and business traveller segment to understand how trip planning behaviour has changed over the past year. Travel videos inspire the majority of leisure and business travellers to plan their trips, reveals the Google Think Insight study. @GoogleTravel @ThinkwithGoogle
In our latest 'The Tomorrow Lab Presents' talk, Chris and VJ from Google discussed how changing user behaviours online present new opportunities for businesses.
Trends in Tourism Marketing - Michael GaudioTravel Oregon
From the dramatic rise in mobile-savvy travelers, to the ever-changing social landscape, to the importance of video strategy, to the variety of apps that help visitors travel like a local; it is critical to reach today's tech-savvy traveler now more than ever.
Business Plan "Piano di marketing per lo sviluppo turistico di Golfo AranciMTM IULM
The module "Business Plan" of the Master in Tourism Management of IULM university enables participants to elaborate a team entrepreneurial project based on a strategic and economical analysis, applying tools and methodologies learnt during the Master under the supervision of a tutor. The Business Plan "Piano di marketing per lo sviluppo turistico di Golfo Aranci" (MMT III edition) aims at developing a marketing plan for the tourism enhancement of the area of Golfo Aranci in Sardinia. Another objective is to evaluate the economic and financial feasibility of a new hotel in Golfo Aranci. The tutor of the project is Emilio Valdameri, President of Progetto Turismo.
1.The Ritz-Carlton Understands the Value of Every Employee. If you’ve ever held a job where you didn’t feel appreciated, you understand how frustrating it can be. Heck, you probably didn’t care about the company, right? Well, the Ritz-Carlton avoids this pitfall by valuing every employee. By empowering the employee, the hotel creates a staff that is passionate about the hotel, its services, and its success. Furthermore, happier employees mean happier guests. In fact, the Ritz-Carlton has empowered employees so much that they have the ability to spend up to $2,000 to ensure guests have an enjoyable stay without seeking permission from management.
2.The Ritz-Carlton Defines its Brand. If you want to improve the public image of your brand, then what better way is there to do so than by defining it yourself? The Ritz-Carlton does this by telling stories about the hotel through its online content strategy. Their Stories that Stay with You page elaborates on ways in which their employees and the greater hotel have gone out of their way to ensure a great stay for guests. The Ritz-Carlton is excellent at not only framing their stories, but in behaving in such a way – providing great customer service at every level – that great stories happen.
3.The Ritz-Carlton Abides By its Standards. Forget unwritten rules or laws. The Ritz has 12 Service Values that are etched into every employee’s memory. By requiring that everyone on the payroll memorize the company’s golden standards, the Ritz showcases the fact that they are genuinely passionate about their standards and commitment to customer service. Likewise, be sure to establish internal and external standards for your brand and hold your entire team accountable to them to ensure an incredible customer experience!
For over a century, the Ritz-Carlton Hotel has defined itself as the standard for quality and luxury in the hotel industry. While the ritzy Ritz-Carlton is flush with grandiose chandeliers and staircases, it’s the customer service and brand differentiation that’s given the hotel its staying power. By implementing pizazz into your marketing strategy, you’ll give your business a more powerful presence in the real context of B2B relations.
Piano Marketing per lo Sviluppo Turistico di Parma Four TourismFTourism & Marketing
Obiettivo del Piano Marketing è incrementare la competitività della destinazione Parma, generando benefici economici per l’intero territorio e promuovendo soluzioni più esperienziali ed innovative, in linea con gli attuali trend del mercato turistico.
Improving the digital customer journey to drive bookingstnooz
Digital is rapidly changing how customers expect you to interact with them throughout their travel journey.
From research to in-experience to post-visit – an expanding opportunity of addressable interactions can drive customer engagement throughout the process. How do you prioritize these opportunities to maximize bookings?
Join Merkle for a FREE webinar to understand how you can improve your digital visibility in the travelers' journey and how you should prioritize your efforts to maximize these opportunities.
In this FREE webinar, you’ll learn how to:
engage the right customers earlier in the process
deliver experience to keep engagement throughout the travel journey
enable customers to share positive experiences that influence other relevant desired segments
leverage first-party data to improve customer experience at each stage
Panelists for this FREE webinar are:
Pat McInerney, Senior Account Executive, Google
Ryan Gibson, EVP, Marketing Strategy, Merkle | RKG
Matt Naeger, EVP, Digital Strategy, Merkle
Kevin May, Senior Editor & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This FREE webinar took place on Thursday, the first day of October.
Google The 2014 Traveler’s road to decisionAlex Kornfeind
Google commissioned Ipsos MediaCT, an independent marketing research company, to conduct a travel tracking study to better understand the role of the internet in making travel related decisions. The current report reflects the total sixth wave of this research.
Respondents completed a 20 minute A&U survey focused on travel habits and attitudes. If qualified, respondents were routed to one of five deep dive sections: Airline, Cruise, Lodgings, Car Rental and Vacation Packages. Interviews were conducted from May 12th to June 4th, 2014, yielding a total sample of 5,000 consumers (3,500 personal and 1,500 business) who have traveled at least once for personal reasons (or a minimum of 3 times for business purposes) in the past six months.
One augment was also recruited consisting of 1,500 affluent ($250k+ household income) past 6 months personal travelers. In order to qualify, respondents had to be 21–64, live in the U.S., have no sensitive industry employment, go online at least once per month and have some involvement in their personal/business travel decisions.
@GoogleTravel @ThinkwithGoogle
Informe de Google sobre el perfil del viajero y sus costumbres en relación con la tecnología.
Uso de dispositivos móviles, buscadores e Internet en general
Google conducted a new study among the leisure and business traveller segment to understand how trip planning behaviour has changed over the past year. Travel videos inspire the majority of leisure and business travellers to plan their trips, reveals the Google Think Insight study. @GoogleTravel @ThinkwithGoogle
In our latest 'The Tomorrow Lab Presents' talk, Chris and VJ from Google discussed how changing user behaviours online present new opportunities for businesses.
Trends in Tourism Marketing - Michael GaudioTravel Oregon
From the dramatic rise in mobile-savvy travelers, to the ever-changing social landscape, to the importance of video strategy, to the variety of apps that help visitors travel like a local; it is critical to reach today's tech-savvy traveler now more than ever.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Elizabeth Buie - Older adults: Are we really designing for our future selves?
Google-Tourism
1. eTourism Frontiers 2014 –
Bringing more Tourists to Kenya
September 2014
Presented by: Rosemary Momanyi
Google confidential
2. Agenda
1. eTourism Objectives
2. Consumer Digital Travel Insights
3. Google Value Proposition: developing an integrated digital
strategy leveraging Search, Display, Video & Google+
Google confidential
3. eTourism Objectives
In a scenario of public
spending contraction,
Google can ensure the
maximum efficiency in
the promotion of Kenya
as a tourist destination. Create
GGooooggllee ccoonnffiiddeennttiiaall
Promote Kenya
as a tourist
Destination
Awareness
+ Improve
Reputation
4. “During the downturn, while they may
have given it up to some degree, the
one item consumers said they did
not want to give up outside of
basic needs was travel”
Chris Gabalon, Chief Marketing Officer, Ritz Carlton Hotel
6. Total Queries on eCoTourism & Adventure
Travel Dates: Jan 2012 - Jan 2014
Google confidential
The USA
dominates
followed by UK
7. Top Countries with “Kenya” in the Search Query
Dates: Jan 2012 - Jan 2014
Google confidential
The USA still
dominates
followed by UK
Seasonal
peaks in July
& December
9. Search is still the #1 planning source for travel
Sources used to plan travel online
Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers
(1167).
Q. Which of the following online sources do you typically use to plan personal or leisure/
business trips?
Source: “Traveler’s Road to Decision” study. Google and OTX. June, 2011.
Google Con!dential and Proprietary Google con!dential
10. The travel booking window is increasingly complex and
multiple sources in"uence decision-making
1 in 5 travelers are buying
within a week of decision
to travel.
Last Click Conversions
Most shoppers purchase
travel 1 to 3 months after
making the decision to
travel.
Potential influences
along the way:
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Travel, Apr 2011
Google Con!dential and Proprietary Google con!dential
11. Sponsored links encourage Purchase
Base: Purchasers in the Travel Market
Note: A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause.
Source: Google/Nielsen, How Search Helps Drive Purchases in The UK Travel Market, UK, January – March 2010
Google confidential
People who click on
sponsored links
are more likely to
make a purchase
12. 90% of Searcher’s that Purchased used Generic Terms
Base: Purchasers in the Travel market
Note: % of searchers that were Generic, brand only & brand with other text;
Searches are defined as only those that lead to a Travel content site
Google confidential
14. More Travellers Use Mobile for Travel Information
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Used Internet as Source to Plan Trip.
(Q9) From which of the following locations do you access the Internet for travel-related information when planning your? (Select ALL that apply)…
*Net of Mobile Phone, Smartphone (2012) and Tablet (2011 and 2012).
Google confidential
15. A Bad Mobile Website is the #1 Deterrent to
Booking Travel on a Phone
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q10) Which of the following online sources do you typically use to plan ? (Select ALL that apply) (Leisure 2009 n=2736, 2010 n=2944, 2011
n=2989 2012 n=2912.) (Business 2009 n=1155, 2010 n=1182, 2011 n=1167, 2012 n=1139.)
Google confidential
17. Travelers Watch Online Video In All Phases of
Travel Planning
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q4) Which of the following have you done online in the
past 6 months? (Select ALL that apply) Base: Total Respondents. *Watched/uploaded/commented on travel videos online
Google confidential
18. Online Video Sites Prompt Travelers to Book
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q10b) Did you end up booking a trip on any of the online sources you used to help plan your trip? Base: Prompted
to book and used source. (n=floating. New question in 2012.)
Google confidential
19. Video Testimonials are the most e#ective way to
reinforce the positive travel experience
Google Con!dential and Proprietary
Top 5 Types of Travel Videos Watched by All Travelers
62% Videos from hotels, airlines, cruises, tours, etc.
58% Trip reviews from experts
58% Videos from travel-related channels
56% Trip reviews from people like me
48% Videos made by people like me
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. (Q6B) Speci!cally, what types of travel-related videos do you
watch online? (Select ALL that apply). Base: Watched/Uploaded/Commented on Travel-related Video. (Leisure n=1425, Business n=894)
20. YouTube is the #1 destination for online video
Over 500 million monthly users worldwide
#3 Largest Countrybased on unique visitors per
month
of content uploaded every minute
2 Billion +Global views per
20 minutesaverage visit time
Source: comScore VideoMetrix August 2011, internal data US Online Video Viewing Sessions (000)
60 hours
day
Google Con!dential and Proprietary Google con!dential
21. Online Reputation Matter’s
Google confidential
93%
of travelers say booking
decisions are impacted by
online reviews
Source: New Media Today
Social Trends
22. Online Reputation Matter’s
Google confidential
Negative reviews present an
overwhelmingly positive
opportunity for a brand to gain
credit with consumers. If a user
has a bad experience and
reports on it, but other
consumers can see that the
experience was remedied by
the brand through a review, it
reflects even better on the
brand than a simple positive
review
Think Travel 2012 Insights Conference
24. Japan
36 | 93 | 55
Australia
93 | 88 | 53
Google Con!dential and Proprietary
UK
90 | 93 |
64
Canada
71 | 96 | 76
Brazil
92 | 99 | 70
Germany
96 | 91 | 64
India
97 | 90 | 53
Mexico
91 | 91 | 69
China
5 | 64 | 0
Google’s Reach
France
94 | 91 | 55
Taiwan 34 | 91 |
69
HK
57 | 87 | 44
Search | GDN | YouTube
Italy
95 | 97 | 58 South Korea 10 | 81 | 23
USA
70 | 90 | 70
Source: Google Internal Data May 2013
East Africa
70| 90 | 80
South Africa
80| 87 | 70
25. What internet users do online
5% of time 95% of time
Google Con!dential and Proprietary
Dedicated to
Search
Dedicated to
Content sites - GDN
26. The importance of “owning” the Top Slot
Google confidential
5 secs.
10 secs.
15 secs. 20 secs.
Eye Tracking – Perception of SERP
Studies show that users often read webpages in an F-shaped pattern,
making the importance of the top slot even more important.
28. Google confidential
!"#$%&'
!!!
1 Grow Awareness of Kenya by capturing users
searching for travel destinations to Africa
Keywords:
“travel in Africa”
viewed from UK
(SEM)
Search
Engine
Marketing
(SEO)
Search
Engine
Optimization
29. Strategy: Leverage Queries related to “travel
destinations” and influence decision-making
Google confidential
!"#$%&'
!!!
1
Different Strategy for different Keywords:
Generics (Ex: Holidays): Pos. 5-7 (55% coverage)
Keywords:
“Holiday
destinations”
viewed from USA
Specifics (Ex: Safari destinations): Pos. 1-3 (100% coverage)
30. Google confidential
!"#$%&'
!!!
1 Reel in the “low hanging fruit”..tourists searching
for travel spots in Kenya direct them to your site
Keywords:
“Holiday in Mombasa”
viewed from UK
31. Google Con!dential and Proprietary
What is the Google Display Network?
Source: Google Internal Analysis & ComScore KeyMetrics 2012
Properties Display Partners
>80% reach in all key markets in Middle East and Africa*
32. Leverage robust targeting on the GDN 2
()*+,#-'
!!!
Google Con!dential and Proprietary
Right Person
American businessman on
business travel to Kenya
Right Place
Geo: USA
Interests: News | Finance
Travel
Sites: wsj.com
Right Message
Service + comfort
Destinations to Ethiopia
33. Influence Consideration while the Tourist is in the
decision making process and researching options
Comparison sites
S ourcGeo: ocogmleS ccoornef iMdeendtiaia Ml etrix, March 2009
Travel Booking Sites
Conferences Adventure Travel
Consult
Holidays
Business
Travellers
Young
Couples
Elderly
Couples
Couples
with kids
()*+,#-'
!!!
2
34. Video Advertising – Branded ChannelCreate
engagement with a Kenyan “look & feel” to put Kenyal top of mind as a
great destination for tourists browsing video content.
Google confidential
.)/"0'
Develop a channel to
host customized
videos about Kenya.
3
35. Strategy: True View Pre Roll Videos
Show the Video only to those that are interested
.)/"0'
Drive engagement
Google Confidential Google confidential and Proprietary
3
36. Nassau Paradise Island Promotion Board
reaches vacationers with YouTube
Goals
• Promote travel to Nassau from top 10 US domestic
markets.
• Share island experience through video
• Generate cheaper leads than high cost TV ad buys
Google Con!dential and Proprietary
Approach
• YouTube In-Stream campaigns
• Tailored Promotional Messaging
Results
• Engaged viewers of :30 video for as
little as 15 cents
• Increased website traffic by 30%
• Delivered video to major markets
previously unaffordable via television
3
.)/"0'
37. Visit Brasil uses their YouTube Channel as a Travel
Planning Resource
• The Visit Brasil channel
allows users to !nd
relevant videos
tailored to one’s
interest, nature, length
and seasonality of the
visit which also come
with the location
information
• Users can create their
itinerary and get
additional information
powered by
TripAdvisor
http://www.youtube.com/
visitbrasil!
Google Con!dential and Proprietary
3
.)/"0'
38. Social Media is a Travel Planning Resource
Google Con!dential and Proprietary
Source: emarketer Jan 2013
!0%)#,'
!!!
4
39. Promote Your G+ Page: Get together Tourists + Photographers
Strategy: Create Circle of
Photographers
Generate events with
the community of photographers
in Google+ to have a page with
dynamic & quality content while
increasing the number of
followers!
Google confidential
4
40. Google Con!dential and Proprietary
Visit Greece uses Google+ to spread
the joys of Greek tourism
Goal
• Gain worldwide reach to engage with potential
visitors
• Increase the number of tourists to the country
Application
• Post visually stimulating images daily
• Use ripples to understand audience
• Use circles to segment messages
• Feature Google+ badge on homepage
Results
• 35% CTR uplift in AdWords due to social
extensions
• More than 750,000 followers
• High user engagement as seen through +1’s,
comments and shares of posts
!0%)#,'
!!!
4
41. Get more local content on maps and showcase local
attractions to users planning their trips
Google Con!dential and Proprietary
5
1#+*'
!!!
42. Visit Tuscany Uses Interactive Google Maps on YouTube
• Tuscany region, one of the most popular tourist destination in Italy,
o#ers an interactive Google map that shows videos according to the
geo category.
Google Con!dential and Proprietary
• Users can choose to toggle between English and Italian
1#+*'
!!!
5
44. For Domestic Tourism, Kenya has over 70% Internet Penetration (mobile)
Google Con!dential and Proprietary
Mobile & Internet Penetration - Kenya
Kenya has decent Mobile phone connection & Internet user penetration as
compared to other countries in the Emerging market.
Source: eMarketer
45. Encourage Creation of Shared Content by Kenyans
and Friends’ of Kenya
Google confidential
67% of travelers look at user
submitted photos to help
make choices
46. Google Con!dential and Proprietary
Canada – Keep Exploring
• 2 minutes of the best
of Canada created by
Canadians trimmed
from 65 hours of
submitted footage
• Great way to leverage
User Generated
Content with a hint of
national pride to
create truly authentic
local Kenyan content
http://www.youtube.com/watch?
v=cotGh4Lu29M!
47. Google Con!dential and Proprietary
Tsingtao Beer – Strangest Beer Culture
• Very witty video
depicting the unique
and bizarre Chinese
beer culture
• Instead of showing
tourist landmarks, it
focuses on the people
and the experience
which is far more
exciting, unexpected
and real
http://www.youtube.com/watch?
v=T3VDb30ASY0!
48. Google Con!dential and Proprietary
Kenyans love traditional Food!
Why not showcase
the culinary
experience of a visit
to
Mama Oliech’s
or
Kosewes?
49. ()*+,#-'
'''
In Conclusion..
!"#$%&'
!!!
Generate awareness for
Kenya with an efficient
and focused strategy
1 2
Directly influence the
decision-making
process to bring more
tourists to Kenya
.)/"0' !0%)#,'
Create engagment with
your “look & feel” to make
your business top of mind
to your target Customer.
'
'
'''
Create a social media
strategy to continue the
dialogue with your audience.
3 4
Google Confidential Google confidential and Proprietary
52. Travel & Tourism: USA
Cross Platform Search Trends
Google confidential
53. Travel & Tourism Digital Auction Trends - UK
Google confidential
54. Travel & Tourism: UK
Cross Platform Search Trends
Google confidential
55. Travel & Tourism Digital Auction Trends - Kenya
Google confidential
56. Travel & Tourism: Kenya
Cross Platform Search Trends
Google confidential
57. Use Hangouts and create permanent international involvement!
Click here to see a great example that can be used by Kenya
Kenya invites a photographer to develop videos of its great
natural resources to be shared on his site and in Google+
Google confidential