Engaging The Longtail 1hr V6.6

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Social media and user generated content is changing the way the landscape for online travelers. More travelers are relying on the advice and recommendations of fellow travelers over professional marketers. Destinations, travel providers, and agents all need to be aware of these trends and adapt their online marketing appropriately. This presentation is a brief overview of the why social media is so powerful and effective and how you, as a marketer, can start taking advantage of this powerful trend.

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  • Engaging The Longtail 1hr V6.6

    1. 1. SAFETY BRIEFING
    2. 2. ENGAGING THE LONG TAIL Using the Power of User Generated Content & Social Media to Market Travel Stephen Joyce CEO Sentias Software Corp.
    3. 3. Who is Stephen Joyce? President & CEO of Sentias President of IFITT North America Vice-Chair North Vancouver Chamber of Commerce Publisher of the Tips from the T-List Avid Travel Industry Blogger 14 Years of Internet Consulting Experience
    4. 4. LONG TAIL LONG TAIL LONG TAIL SOCIAL MEDIA
    5. 5. what is the LONG TAIL?
    6. 6. selling less of less more
    7. 7. NICHE
    8. 8. “ We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday.” Amazon Employee Longtail.typepad.com
    9. 9. HUH ?
    10. 10. I AM THE LONG TAIL The long tail is about catering to individual taste & desire through abundance of choice.
    11. 11. CTC Explorer quotient is one way of catering to travel motivators.
    12. 12. LONG TAIL OF TRAVEL Experiences and destinations that cater to a traveler's specific needs or desires.
    13. 13. Adventure Wine Culinary Art River
    14. 14. LONG TAIL EXAMPLE Environmentally conscious family wants a sightseeing tour at their destination in a green vehicle.
    15. 15. LONG TAIL EXAMPLE
    16. 16. YES, IT CAN WORK... ... the product inventory exists and can be available for search and purchase ONLINE. IF
    17. 17. NICHE IN CHINA If you're one in a million, there are still a thousand of you.
    18. 18. LONG TAIL LONG TAIL LONG TAIL SOCIAL MEDIA 
    19. 19. is ? social media WHAT
    20. 20. “ Social computing is not a fad. Nor is it something that will pass you or your company by. Gradually, social computing will impact almost every role, at every kind of company, in all parts of the world.” Forrester Research Social Computing
    21. 21. of ? social media ASPECTS
    22. 22. PARTICIPATION Encourages feedback from everyone! Audience = Contributor
    23. 23. TRANSPARENCY Openness, sharing, comments are encouraged. Fakers will be caught!
    24. 24. CONVERSATION Social media is a conversation not a monologue.
    25. 25. COMMUNITY Promote common interests and foster sharing of information and opinions.
    26. 26. CONNECTIONS Social media is by definition, connected to people, sites, and resources.
    27. 27. LIKE WHAT ?
    28. 28. Find people who offer up their couches to travelers.
    29. 29. Share travel experiences and find people with similar interests at your destination.
    30. 30. Meet other travelers, share tips, create travel blogs.
    31. 31. Open hotel, destination, attraction, & cruise reviews, with photo sharing, and comments.
    32. 32. Hotel reviews from travelers with Meta-search.
    33. 33. SO WHAT ?
    34. 34. ... and over 250 million pieces of tagged social media. 113 Million Blogs
    35. 35. ... watched everyday on YouTube. 100 Million Videos
    36. 36. ... on Facebook 90 Million Users
    37. 37. ... on MySpace 185 Million Users
    38. 38. BUT WHY ?
    39. 39. Humans are SOCIAL
    40. 40. We live in COMMUNITIES
    41. 41. We share EXPERIENCES
    42. 42. We seek COMPANIONS
    43. 43. Social networks let us be human
    44. 44. ... only more efficiently
    45. 45. Remember overheads?
    46. 46. LONG TAIL LONG TAIL LONG TAIL SOCIAL MEDIA  
    47. 47. NOW WHAT ?
    48. 48. JOIN IN 350+ Social Networks
    49. 49. By participating, you... establish your expertise
    50. 50. Darren Cronian, from the U.K., has built a strong reputation as a consumer travel advocate.
    51. 51. By being open, you... build credibility
    52. 52. Bill Marriott's blog is considered one of the best corporate blogs in the travel industry.
    53. 53. By contributing, you... demonstrate generosity
    54. 54. Claude Bernard, from France, is a great resource for interviews and insight in travel marketing.
    55. 55. By being community minded, you... continue the conversation
    56. 56. Tips from the T-List brings travel bloggers together and promotes discussion and debate.
    57. 57. By sharing, you... feed the web
    58. 58. The T4 blog is #3 on page 1 of Google for 5.5 Million results.
    59. 59. BUT HOW ?
    60. 60. Share your words Start sharing your experiences and traveler experiences using a blogging platform like blogger.com or wordpress.com.
    61. 62. Share your pictures Use flickr.com to host photos of your destination or tours. Write short but detailed descriptions. Use relevant keywords.
    62. 63. 314,000 Photos tagged with “British Columbia”
    63. 64. Share your videos Use YouTube.com to host and share your marketing videos, tv spots, interviews, and more. Add descriptions and keywords.
    64. 65. 23,000 Videos tagged with Calgary
    65. 66. BECOME THE AUTHORITY Tag your text, photos, and videos so that you become the authority for your destination or travel product.
    66. 67. Who owns your destination?
    67. 68. perception IS reality ONLINE
    68. 69. HOW DOES IT APPLY TRAVEL ? TO
    69. 70. DESTINATIONS Encourage local tour, activity, and event providers to make their products available for search and purchase on-line.
    70. 71. RETAILERS Encourage your suppliers to make their products available for search and purchase on-line.
    71. 72. SUPPLIERS Get your products on-line and in a format that is searchable and can be distributed ONLINE.
    72. 73. SUPPLIER GENERATED CONTENT VS. AGGREGATOR GENERATED CONTENT
    73. 74. Like user generated content. Suppliers control the content, pricing, & inventory. Content is consistent across multiple distribution channels. SGC
    74. 75. Like traditional media. Content is controlled by the aggregator. Aggregators tightly control distribution. AGC
    75. 76. REDUCE : Duplication RE-USE : Existing Content RECYCLE : Your assets
    76. 77. 2010 OPPORTUNITY 2 Billion people will be looking at Vancouver, BC, and Canada. 1.3 Billion will look ONLINE for travel information.
    77. 78. WHAT TO DO ?
    78. 79. CONTENT it is all about
    79. 80. Improving information Relevance (fit) & trust can increase shopper satisfaction & improve loyalty. Effect of Utilitarian & Hedonic Motivations on Consumer Satisfaction with Travel Websites. University of Central Florida, Ohio State University Information Technology & Tourism, Vol. 10 pp. 75 - 89
    80. 81. ENGAGE your stakeholders
    81. 82. LEAD by example
    82. 83. Banff Lake Louise has a “Share Your Story” section that allows visitors to submit photos and videos.
    83. 84. SHARE your assets
    84. 85. CTC uses CleanPix.com to host digital images and video that can be shared on-line.
    85. 86. DISCOVER your audience
    86. 87. READ what they read
    87. 88. COMMENT on interesting posts
    88. 89. CONNECT with your audience
    89. 90. BUILD something for THEM
    90. 91. INVITE them to help you
    91. 92. INVITE feedback
    92. 93. RESPOND to feedback ... always
    93. 94. and always
    94. 95. ALWAYS !
    95. 96. STAY
    96. 97. ENGAGED
    97. 98. tourismtechnology.rezgo.com www.tipsfromthetlist.com www.rezgo.com

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