SlideShare a Scribd company logo
Real-Time Web and Geo-Location Claire Higgins,  Head of Marketing, vtravelled.com
“ There is no reason for any individual to have a computer in their home.” Ken Olsen “ A wonderful thing about a book, in contrast to a computer screen, is that you can take it to bed with you.” Daniel J. Boorstin “ The future lies in designing and selling computers that people don't realize are computers at all.” Nicholas Negroponte “ They have the Internet on computers, now?” Homer Simpson “ If there is something good in the world then we copy with pride.” Anssi Vanjoki, Nokia General Manager Reality Check?
How we get information How we engage with one another and brands Real-time expectations What about now?
1.3 billion tweets an hour Social sites gaining more traffic in the UK than search engines 65mm users access Facebook via their mobile 70% of bloggers are organically talking about brands on their blog.  Source: Hitwise June 2010, econsultancy Jan 2010
“ The real-time web is a current and constant flow of conservations, shared experiences and geo context” Resource Interactive RI: Lab 2010
Real-time behaviour People are using technology to share what they do, buy, think and watch … creating more and more information. How are we dealing with it? Source: David J Carr
Real-Time Search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Navigating the real-time web
Aggregating real-time opinion to improve coverage of real-time events
or Customer Relations team √ Real-time customer service
First Direct publish a live “sentiment monitor” on their web site as a way of showing transparency and customer feedback "77 per cent of what's said online about first direct is positive" – this is being used in their advertising (ratified by a research firm)  Also linked to a customer acquisition promotion, “£100 if you stay with us £200 if you don’t!” Real-time dialogue
Real-time campaigns
Shortlisted candidates mounted their own campaigns
The #vblogger hashtag appeared over 2,000 times ,[object Object],[object Object],[object Object],[object Object]
Real-time PR Slide to come
“ United Breaks Guitars” by Dave Carroll chalked up 6m views on YouTube After the Dave Carroll incident, United took social media to the heart of their business. They launched a “Mileage Plus Special Offer” that users can register for and receive a special surprise gift when United’s Twitter account hits 10,000 followers They also use ‘twares’:  special fares exclusively available to followers of the company’s Twitter account
Getting information off the Internet is like taking  a drink from a fire hydrant Mitchell Kapor
What are the implications? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: David J Carr
Steal a march on the competition…
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Around the world in 60 minutes
How? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Geolocation: Emphasis on who you are and where things are
Accessible to nearly everyone
Geolocation applications
Why? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
Customer loyalty – tasti D-lite ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A few challenges…
The travel opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In summary… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you [email_address] @claire_higgins

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Travel distribution summit 2010 real-time and geolocation

  • 1. Real-Time Web and Geo-Location Claire Higgins, Head of Marketing, vtravelled.com
  • 2. “ There is no reason for any individual to have a computer in their home.” Ken Olsen “ A wonderful thing about a book, in contrast to a computer screen, is that you can take it to bed with you.” Daniel J. Boorstin “ The future lies in designing and selling computers that people don't realize are computers at all.” Nicholas Negroponte “ They have the Internet on computers, now?” Homer Simpson “ If there is something good in the world then we copy with pride.” Anssi Vanjoki, Nokia General Manager Reality Check?
  • 3. How we get information How we engage with one another and brands Real-time expectations What about now?
  • 4. 1.3 billion tweets an hour Social sites gaining more traffic in the UK than search engines 65mm users access Facebook via their mobile 70% of bloggers are organically talking about brands on their blog. Source: Hitwise June 2010, econsultancy Jan 2010
  • 5. “ The real-time web is a current and constant flow of conservations, shared experiences and geo context” Resource Interactive RI: Lab 2010
  • 6. Real-time behaviour People are using technology to share what they do, buy, think and watch … creating more and more information. How are we dealing with it? Source: David J Carr
  • 7.
  • 9. Aggregating real-time opinion to improve coverage of real-time events
  • 10. or Customer Relations team √ Real-time customer service
  • 11. First Direct publish a live “sentiment monitor” on their web site as a way of showing transparency and customer feedback "77 per cent of what's said online about first direct is positive" – this is being used in their advertising (ratified by a research firm) Also linked to a customer acquisition promotion, “£100 if you stay with us £200 if you don’t!” Real-time dialogue
  • 13. Shortlisted candidates mounted their own campaigns
  • 14.
  • 16. “ United Breaks Guitars” by Dave Carroll chalked up 6m views on YouTube After the Dave Carroll incident, United took social media to the heart of their business. They launched a “Mileage Plus Special Offer” that users can register for and receive a special surprise gift when United’s Twitter account hits 10,000 followers They also use ‘twares’: special fares exclusively available to followers of the company’s Twitter account
  • 17. Getting information off the Internet is like taking a drink from a fire hydrant Mitchell Kapor
  • 18.
  • 19. Steal a march on the competition…
  • 20.
  • 21.
  • 22. Geolocation: Emphasis on who you are and where things are
  • 25.
  • 26.
  • 27.  
  • 28.  
  • 29.
  • 30.  
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. Thank you [email_address] @claire_higgins