This document discusses internet marketing strategies for travel businesses. It outlines three key steps: 1) optimize the company website through search engine optimization techniques like keyword optimization of titles, descriptions and content; 2) use social media platforms like Facebook, YouTube, and TripAdvisor to engage customers and build the brand; 3) implement paid promotion strategies like pay-per-click advertising to drive traffic to the website and social media pages. The goal is to use both owned media like the website and earned social media, as well as paid promotion, to acquire new customers and engage existing customers online.

1. Internet for Travelling Business
Sales & Marketing Department
Aprill 2011

2. Internet for Travelling
Business
Business Model Framework
Client
Relationships
Client
Segments
Distribution
Channels
Latest version [ Osterwalder, 2008b]

3. Internet for Travelling
Business
R
Client Segments
Customer online should be segmented in 2 groups
1. Human : consume goods and service
2. Robot or Spider : consume data and Key Words

4. Internet for Travelling
Business
R
Distribution Channels & Client Relationships
Can be called Sales and Marketing
1. Sales
2. Marketing

5. Internet for Travelling
Business
R
Distribution Channels & Client Relationships
Can be called Sales and Marketing
1. Sales : new customer
 Website (WEB)
 Pay Per Click (PPC)

6. Internet for Travelling
Business
R
Distribution Channels & Client Relationships
Can be called Sales and Marketing
2. Marketing : repeated guest
 Search Engine Optimization (SEO)
 Search Engine Marketing (SEM)
 Website (WEB)
 Pay Per Click (PPC)
 Blog

7. Internet for Travelling
Business
R
 Pay Per Click (PPC)
Google ads;
have not to place as few people will click

8. Internet for Travelling
Business
R
 Blog

9. Internet for Travelling
Business
R
Distribution Channels & Client Relationships
Can be called Sales and Marketing
Sales = website
Marketing = social media

10. SEARCH ENGINE OPTIMIZATIONS
An idyllic retreat where
serenity meets comfo

11. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO)
• use for sales and marketing; tend for sale
• online marketing “web 1.0”
• one-way communication; give information and sell
• Google / Yahoo

12. SEARCH ENGINE
OPTIMIZATIONS
R

13. SEARCH ENGINE
OPTIMIZATIONS
R

14. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO)
How does a search engine work?
Finds new pages or
Every / some words
changed information
on the page
User on a page
Search engine’s Internet
Search engine’s server
database index
Spider or Robot

15. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO) : Google
How does a search engine work for google?
Every / some words Finds new pages or
User on the page changed information
(* keyword) on a page
Google’s main Internet
server (websites)
Google website
Google-bot

16. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO)
• Vocabulary :
 Keywords search engine (bot,spider)
 SEO bot,spider
website
 score website

17. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO) : Google
 search engine google
, picture file name, clip VDO name
Link java script flash
java script
flash website
keyword

18. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Process
On Page Optimization
 Domain Name most important
 Meta Data Design
 Content Optimization 2nd important
 Linking & Anchor Text
 Image Optimization
 URL (Universal Resource Locator)

19. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Domain Name
• key word ex. koh chang, beach thailand etc.
• ex. Ú, é
• karaoke ex. Mai aow, ta lay
• Domain link web
www.kohchangkacha.com, www.kacharesortandspa.com

20. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Meta Data Design
• Title : slogan/ .,/
-?!/ - characters/ avoid common words
• Description : website
search engine website char.
• Keywords : website
internet /

21. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Meta Data Design www.kohchangkacha.com
• Title
Fair but too short

22. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Meta Data Design www.kohchangkacha.com
• Description
Fair but too long

23. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Meta Data Design www.kohchangkacha.com
• Keywords
Fair but too long and
too much repeated words

24. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Content Optimization
• Put heading tag in every page
• Put keywords in header tag
• Avoid using many header 1 on the same page
*header tag header 1

25. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Content Optimization
www.kohchangkacha.com

26. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Linking & Anchor Text
• Put keyword in anchor text rather than general words
ex. click here, next, go home etc.
• Don’t repeat the same anchor text again and again

27. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Linking & Anchor Text
www.kohchangkacha.com

28. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Image Optimization
• Use keyword for image’s name
• Image can be link
• Avoid flash page

29. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Image Optimization
www.kohchangkacha.com

30. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 URL (Universal Resource Locator)
url website

31. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 URL (Universal Resource Locator)
www.kohchangkacha.com

32. SEARCH ENGINE
OPTIMIZATIONS
R
Tools for checking and support website
checking how our website position is
• www.google.com/analytics/ seach
website
• www.perfect-optimization.com
website
• http://htmledit.squarefree.com source
website

33. SEARCH ENGINE
OPTIMIZATIONS
R
google analytics

34. SEARCH ENGINE
OPTIMIZATIONS
R
perfect optimization

35. SEARCH ENGINE
OPTIMIZATIONS
R
htmledit.squarefree.com

36. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Process
Off Page Optimization
 Link Popularity
 HQ Paid / Free Directories
 Press Release
 Social Media Marketing
 Blog
 Online Community

37. SOCIAL MEDIA
An idyllic retreat where
serenity meets comfo

38. SOCIAL MEDIA
R
Social Media
• It is “digital marketing”
• online marketing “web 2.0”
• two-way communication

39. SOCIAL MEDIA
R
Social Media

http://www.facebook.com/dusitinternational
http://www.facebook.com/Emporiumfanclub


40. SOCIAL MEDIA
R
Social Media
 community ex.
http://www.facebook.com/AmazingThailand
http://www.facebook.com/sleeplessgarden
http://www.facebook.com/nokairlines
http://www.youtube.com/watch?v=USiaeXzYkOE
http://www.facebook.com/Sofitel

41. SOCIAL MEDIA
R
Facebook
http://www.facebook.com/joicezee

42. SOCIAL MEDIA
R

43. SOCIAL MEDIA
R
Social Media
 (Maslow
celeb)
http://www.youtube.com/watch?v=UFqcgOV6iX0&feature=related
http://www.youtube.com/watch?v=wKZ4A9GMX1I
http://topicstock.pantip.com/blueplanet/topicstock/2010/05/E9255771/E92
55771.html

44. SOCIAL MEDIA
R
Youtube
http://www.youtube.com/results?search_query=kacha+resort&aq=f

45. SOCIAL MEDIA
R

46. SOCIAL MEDIA
R
http://www.youtube.com/watch?v=ydtpZO9a7uw&feature=related

47. SOCIAL MEDIA
R
Flickr
http://www.flickr.com/

48. SOCIAL MEDIA
R

49. SOCIAL MEDIA
R
Social Media
 feedback
Tripadvisor : Customer Relationship
Management (CRM)

50. SOCIAL MEDIA
R
Social Media
*Adele Gutman, VP of Sales & Marketing at HKHotels
Tripadvisor
review
: http://www.4hoteliers.com/4hots_fshw.php?mwi=4313

51. SOCIAL MEDIA
R
Tripadvisor
http://www.tripadvisor.com/Hotel_Review-g580110-d629717-Reviews-
Koh_Chang_Kacha_Resort_Spa-Koh_Chang_Trat_Province.html

52. SOCIAL MEDIA
R
Social Media

Ex. ensogo/ coupon.co.th/

53. SOCIAL MEDIA
R
Ensogo
http://www.ensogo.com/thailand/

54. SOCIAL MEDIA
R

55. SOCIAL MEDIA
R
Coupon.co.th
http://www.coupons.co.th/

56. SOCIAL MEDIA
R

57. 3 STEPS FOR SUCCESS
IN DIGITAL MARKETING
An idyllic retreat where
serenity meets comfo

58. 3 STEPS FOR SUCCESS
IN DIGITAL MARKETING
R
Promotion
Social Media
Website