enter 2011 inspiration

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Inspiration: how to attract clients to our destination @joantxo Llantada #Enter2011

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Presentation of the 18th International Conference on Information Technology and Travel & Tourism. Enter 2011. Innsbruck. Austria

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Page 1: Enter 2011 inspiration

Inspiration: how to attract clients to our destination

@joantxo Llantada#Enter2011

Page 2: Enter 2011 inspiration

http://www.personalizemedia.com/garys-social-media-count/

Page 3: Enter 2011 inspiration

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

Page 4: Enter 2011 inspiration

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

Page 5: Enter 2011 inspiration

• 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

Page 6: Enter 2011 inspiration
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By 2015, 50% of the European travelers will use smartphones in the research and booking process. Source: Euromonitor

Page 8: Enter 2011 inspiration

adprosumersadvertiser + producer + consumer

Page 9: Enter 2011 inspiration

Where are the tourist going?

Page 10: Enter 2011 inspiration

Strategy 2.0

Page 11: Enter 2011 inspiration

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

Page 12: Enter 2011 inspiration

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

Page 13: Enter 2011 inspiration

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

Page 14: Enter 2011 inspiration
Page 15: Enter 2011 inspiration

ºLong tail +Blue Ocean Strategy

Page 16: Enter 2011 inspiration
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Inspiring 2.0

Page 21: Enter 2011 inspiration

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

Page 22: Enter 2011 inspiration

June 2009

Page 23: Enter 2011 inspiration

April 2010

Page 24: Enter 2011 inspiration

April 2010

Page 25: Enter 2011 inspiration

May 2010

Page 26: Enter 2011 inspiration

What is a blogtrip?

Page 27: Enter 2011 inspiration

#blogtripF1 #blogtripFIB

Page 28: Enter 2011 inspiration

Networking

Page 29: Enter 2011 inspiration

Traditional media?, no thanks!

Be relevant my friend !

Page 30: Enter 2011 inspiration

Crowsourcing

Wiki of the #blogtripF1

Page 31: Enter 2011 inspiration

Building the strategy together

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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

Page 34: Enter 2011 inspiration

ROE: return of engagement

Page 35: Enter 2011 inspiration

Conversation is on, from minute cero, and still go on

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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.

Page 38: Enter 2011 inspiration

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

Page 39: Enter 2011 inspiration

July 19th, 2010

Page 40: Enter 2011 inspiration
Page 41: Enter 2011 inspiration

Tribes, Seth Godin. October 1, 2010

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Just yesterday !!

Page 44: Enter 2011 inspiration

"We should all be concerned about the future because we will have to

spend the rest of our lives there. “. Woody Allen

Page 45: Enter 2011 inspiration

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