Michael Leander's presentation at the E-Tourism and E-marketing Conference in Cairo organized by IOETI 18-19 December 2011

1. Key components in a winning digital
marketing strategy in the changing world
of travel – Michael Leander, 18 December 11

2. Did you like this presentation?
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3. Click here to see the pictures
from the E-Tourism and E-
Marketing Conference

4. Tactical vs. the right plan!
Where should
you be and
why?

6. Hashtag: #egyptok
Mention IOETI

8. Which reads the most
words per minute – the eye or the ear?
2.500 words per minute 125 words per minute

9. Picture economy Photos goes
viral if they
are fun
Include USP’s
and URL’s if
possible
Stir an
emotion

11. Which business
are you in?

13. Customer
Experience
• Digital is a huge part of the customer experience
• Your core service must be flawless
• Sharing is here to stay

15.  Don’t rely entirely on review sites – solicit reviews in your presence
 Incentivize reviews (hotels & agents especially) (article from Prague)
 Ask your audience to be creative (video, pics, stories)

16. Barriers
• Google and other CPC/CPM advertising is expensive
• Trust is critical
• Competition is fierce
• Building relationships is necessary
• You are competing with the world, don’t forget that

17. Consumers are becoming more
and more cautious
Trust is critical

18. Your target
prospect is
exposed to
6000 advertising
messages every
single day

19. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Do I need you?
Brain Can I trust
filter you?

20. The rule
of speed

22. Who is it cheaper to sell to?
New customers Existing customers

23. Existing customers generate ”cheap”
revenue and recommend new customers
Recommendation
Reviews og
endorsements
WOM &
1-on-1
sharing

24. Customer lifecycle marketing automation
Differentiated approach addresses different needs
SMS/Email
6 Travel &
experience Excursions
Car rental
7 Comming 5 Arrival 1.
Recommend home destination
to friends
Transactional
8 Evaluation Example 4
Departure
Behavioral
& Reliving Targeted
Agency
3 Past Sale Insurance
Pre Departure Car rental
1 2
Pre Sale Sale
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel”
opens up for a coordinated and relevant dialogue before sale,
during and after

25. Understand
the journey
• Map the customer journey
• Learn what Zero Moment of Truth (ZMO) is
• Lots of touchpoints
• OTS / increases (Opportunity to See)

28. .... is
everything
• What is the missing word?
• Watch the video – first 1 minute
• ...
• Join the mini workshop tomorrow to
learn more about this topic

29. Interaction is
everything

30. Social media: 90-9-1 rule of thumb
• 90% will only consume content
• 9% will engage periodically, but only when the
conversation strikes them as interesting
• 1% is the engaged audience driving the
conversation in your social community. They
support and provide value for the community
to read, hear, view

31. Localization
• Localize to key languages for increased effect
• Avoid spelling mistakes and poor language
• Your unique value proposition may differ from
market to market

32.  Detects country
 Easy to change language
 Good information
- Room for improvement

33. Listen &
React
• Customers engage in social media
• You need to listen to the conversation and react
• All the time !

34. Listen to the conversation on Twitter
(and other social networks)
• I wrote: Free internet at London City Airport. More
power to you - that's the way to do it. (and it's a
sponsored model too, smart :-)
• They replied
• LondonCityAir @michaelleander Thank you! Enjoy your trip.
Wednesday, 25 November 2009, 9:57 am - Reply - View Tweet
- Retweet - Direct Message
(c) Michael Leander Nielsen,
34

38. Uniqueness
• Add value by daring to be unique
• Innovate your offering
• Innovate campaigns
• Use interaction and achieve WOM
• But stay true to your brand values

39.  Unique idea
 Target audience
alignment
 Storytelling
 Insane press coverage
 Huge increase in
awareness and preference

40. Relevance
• Communicate with relevance
• Profile your audience
• Understand preferences
• What are their dreams?
• What does it take to make her tick?

43. Relevance especially important
in push communication
• Relevant newsletters
• Don’t spam !

44. Meet your
customers
where they
are
• Look and feel like the markets you address
• Your job is to avoid friction (trust)
• Understand concerns of your market
• Align your value proposition
• Content is King, but data is Emperor

45. http://toursincairo.com/

47. Unique
passionate
emotional
authentic
focused
interactive
meaningful
…

48. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com