Guerrilla Branding

Christian Bartens, Online Analyst

3rd May 2007, Christian Bartens, Online Analyst

Competitive Category

Charting search terms to gauge and compare brand health shows a competitive environment in the travel category

3rd May 2007, Christian Bartens, Online Analyst

Our New Strategy

40% of visitors to Australia.com

60% of visitors

3rd May 2007, Christian Bartens, Online Analyst

Travellers Online

3rd May 2007, Christian Bartens, Online Analyst

Digital Programs

Infiltrate

Influence

3rd May 2007, Christian Bartens, Online Analyst

Domestic Success

Tourism Australia’s domestic reach quadrupled over the past eight months

3rd May 2007, Christian Bartens, Online Analyst

A New Player

The Consumer

3rd May 2007, Christian Bartens, Online Analyst

The Synthesisers

Source: Isobar

100% Consumers search for and find content

10% Synthesisers

find, adapt, add to and

share content

1% Creators

start groups, create and

publish content

Web 2.0

3rd May 2007, Christian Bartens, Online Analyst

So What Do We Do?

Should we write our own reviews and blogs

now and share our videos on Youtube?

3rd May 2007, Christian Bartens, Online Analyst

Back To Basics

Company Consumer Marketing

Service Products Support Employees Distribution

Experience Brand

Source: Don E. Schultz,

Northwestern University

Search

WOM, Blogs, Emails, Reviews, Communities, Social Networks, Photo Sharing, Video Sharing

3rd May 2007, Christian Bartens, Online Analyst

Indirect Branding

3rd May 2007, Christian Bartens, Online Analyst

Dedicated Staff

(Analytics Spend)

Source: Jupiter Research

Marketer

+ Developer

= Expensive

+ Sales person

+ Experience

3rd May 2007, Christian Bartens, Online Analyst

Top 5 Considerations

§  Dedicated online analyst §  Dedicated search marketer §  State-of-the-art web analytics solutions §  Base decisions on solid analysis of data §  Indirect branding increasingly important

Questions?

cbartens@tourism.australia.com