enter 2011 inspiration
DESCRIPTION
Presentation of the 18th International Conference on Information Technology and Travel & Tourism. Enter 2011. Innsbruck. AustriaTRANSCRIPT
Inspiration: how to attract clients to our destination
@joantxo Llantada#Enter2011
http://www.personalizemedia.com/garys-social-media-count/
Google me, [email protected] / [email protected]
@joantxo
http://www.linkedin.com/in/joantxollantada
http://www.facebook.com/joantxo
http://e-turismo.blogspot.com
www.slideshare.net/joantxo
http://picasaweb.google.com/joantxo
http://joantxo.podomatic.com/
http://es.youtube.com/user/joantxollantada
2.200 billions internet users, 30%
4.500 billions of cellulars, 6/10
2013 there would be 6,7 billions of cellular, 4 of them smart phones
250.000 apps Twitter API
300.000 iPhone apps, 10.000 Blackberry apps20.000 Android apps
IPad 14 millions in 2010 and +11.000 apps
+ 2.000 billions of downloads in Itunes
• 94% France, 91% Germany and 95% Britain are now using the web in ONE of the steps of the shopping process
• 59% France, 65% Germany and 71% Britain are now using the web in ALL of the steps
• Average of webs that are visiting 4’3 in France, 5’1 in Germany and 4’2 in Britain
Inspiration Booking Travel Share Compare Planning
By 2015, 50% of the European travelers will use smartphones in the research and booking process. Source: Euromonitor
adprosumersadvertiser + producer + consumer
Where are the tourist going?
Strategy 2.0
Marketing Mix – 5 Ps
Product
•Design
•Technology
•Usefullness
•Convenience
•Value
•Quality
•Packaging
•Branding
•Accessories
•Warranty
Price
Strategies:
Skimming
Penetration
Psychologiacla
Cost-Plus
Loss leader, etc.
Place
•Retail
•Wholesale
•Mail order
•Internet
•Direct sales
•Perr to peer
•Multi-Channel
Promotion•Special offer
•Advertisements
•Endorsements
•Usertrials
•Direct marketing
•Leaflets/posters
•Free gifts
•Competions
•Joint ventures
Target
market
Marketing Mix – 5 Ps
Target
market
Product
•Design
•Technology
•Usefullness
•Convenience
•Value
•Quality
•Packaging
•Branding
•Accessories
•Warranty
Promotion•Special offer
•Advertisements
•Endorsements
•Usertrials
•Direct marketing
•Leaflets/posters
•Free gifts
•Competions
•Joint ventures
Place
•Retail
•Wholesale
•Mail order
•Internet
•Direct sales
•Perr to peer
•Multi-Channel
Strategies:
Skimming
Penetration
Psychologiacla
Cost-Plus
Loss leader, etc.
Price
•Employees
•Management
•Culture
•Customer service
People
Marketing Mix – 7 Ps Product
•Design
•Technology
•Usefullness
•Convenience
•Value
•Quality
•Packaging
•Branding
•Accessories
•Warranty
Price
Strategies:
Skimming
Penetration
Psychologiacla
Cost-Plus
Loss leader, etc.
Promotion•Special offer
•Advertisements
•Endorsements
•Usertrials
•Direct marketing
•Leaflets/posters
•Free gifts
•Competions
•Joint ventures
People
•Employees
•Management
•Culture
•Customer service
Process
•Especially
relevant tio
service industries
•How are
services
consumed?
Place
•Retail
•Wholesale
•Mail order
•Internet
•Direct sales
•Perr to peer
•Multi-Channel
Physical enviroment
•Smart
•Run-down
•Interface
•Comfort
•Facilities
Target
market
ºLong tail +Blue Ocean Strategy
Inspiring 2.0
Influentials are storytellers
• Generate advocates and lovemarks of our brands:
• Brand story• Brand essence • Brand value proposition
– Formula: great product + (promise + confirmation) = lovemarks
The story is more powerfull than the brand, best story wins. Tom Peters
June 2009
April 2010
April 2010
May 2010
What is a blogtrip?
#blogtripF1 #blogtripFIB
Networking
Traditional media?, no thanks!
Be relevant my friend !
Crowsourcing
Wiki of the #blogtripF1
Building the strategy together
We are smarter than me
"Tell me and I’ll forget. Show me and I might remember. Involve me and I’ll understand.“ Benjamin Franklin
ROE: return of engagement
Conversation is on, from minute cero, and still go on
67 % of twitter users who become followers of a brand are more
likely to buy that brand’s products
‘Engaging Consumers via Facebook, Twitter Makes Them More Likely to Buy, Recommend,’ press release, March 10, 2010.
More than 400 pictures11 post with more than 19.000 visitors
1 post, more than 200.000 visitors
37 videos/5.693 views 4 post, more than 1.400.000 visitors
The ROI. X X X X The ROE: Return of Engagement
July 19th, 2010
Tribes, Seth Godin. October 1, 2010
Just yesterday !!
"We should all be concerned about the future because we will have to
spend the rest of our lives there. “. Woody Allen
Think tank travel
@abigailking @alastairmck @arantxar @isabellestravel @johnonolan @minube@sblanco @solotraveler @travmag @victoriamdq @wildjunket @IsabellesTravel@jimmypons @JohnONolan @lasseweb20 @Ruralworker @sarahleetravels@terryleetravels @viajarcondiego @501places @adventuregirl @BrilliantTips@chicadelatele @csahuquillo @DTravelsRound @WhyGoSpain @WorldLillie@traveldudes @EverywhereTrip @velvetescape @edans @anapiccola @joantxo