ONLINE MARKETING IN TOURISMMag. Renate Leitner

ARE YOU SOCIAL?

We are Social!

Digital, Social & Mobile in 2015, Simon Kemp

TOURISM ANDSOCIAL NETWORKS

The Customer Journey in Tourism

• The “Customer Journey” of a traveler shows the importance of social mediain the tourism industry

• 52% of travelers use social media before planning their trips (Eye for Travel Social Media Study 2011)

• Scaled social media distribution: on average articles reach half of all social referrals in 6,5h on Twitter and in 9h on Facebook (Mary Meeker, Internet Trends 2014)

New Challenges for the HotelierHotelier complains:  25% less bookings compared to last year What to do? Obviousproblem with advertising? 

Social media is known, however:

• How to use it for advertising?• Which channels should I use?• How to targetmy audience?• Are the users responding?• How can I measure it?• What should I post today?• Which content is best for new

guests?

WHO HAS A SOLUTION?

Inventor!

Advisors & Board of DirectorsAdvisor, Board of Directors Alexander Wahler

• Entrepreneur (i.a.seekda.com)• IT‐Expert• Domain‐Expert e‐tourism

Inventor, Board of DirectorsUniv.‐Prof. Dr. Dieter Fensel

• Since 20 years one of the leading researchers in the field of semantic web

• Professorship in Amsterdam, Galway and Innsbruck

• Co‐founder of DERI, seekda, STI Innsbruck, and STI International

Management Team

CEOMember of BoDMag. Renate Leitner

CTOCorneliu Stanciu

Product ManagerDeputy CEODr. Ioan Toma

CFOStephanie Falkner

Sales ManagerManfred Jele

Development Team

DeveloperFabian Gasser

DeveloperBenjamin Hilpolt

DeveloperCarlos Romero

DeveloperBenjamin Klotz

DesignGeorgiev Venislav

CTOCorneliu Stanciu

Solution Onlim Tell‐it!

Create content yourself

or use semi-automatically created posts from multiple

content sources

Editorial calendar, Multiple social channel

management, Content adaption, Team collaboration

Immediately information, immetidately response;

Sentiment Analysis, Social Statistics and

Monitoring

Choose yourcontent

Manage yourcontent

Monitor yourfeedback

• Web‐based responsive SaaS solution 

• Widgets for quick integration into existing webapplications

• Connection of multiple content sources and semantic annotation of 

content for automated processing

• Automatism for content adaption formultiple social channels

• Sentiment analysis for automated detection of topics 

• Statistics to measure user feedback + „likes“

Onlim Tell‐it! Product details

Technical Innovation

• Clear separation between content and channels• Automated semantic annotation of content based on information models• Rule‐based assignment of content to the channels• Analytics for evaluation of results and optimization of conversions

Distribution of content

Content Sources

Sentiment Analysis + Statistics

Social network

Internet 3.0/mobile network/other

Competitors

Market Potential

Sources: • Amt der Tiroler Landesregierung, Landesstatistik und tiris

“Der Tourismus im Winter 2012/2013 + Sommer 2013” • Statistik Austria “Tourismusstatistik‐Bestandsstatistik 2014”• Tourismusbank “ÖHT Kennzahlen 2013 – Bilanzvergleich”• Steuerberatungskanzlei Pregenzer‐Frötscher, A‐6500 Landeck• Surveys with hotels and tourism associations

THEPRODUCT ROLL‐OUT

• Software as a Service Modell (SaaS)• Setup and monthly fees• Customers are charged quarterly• 3 months agreements• Automatic product upgrades

• 3 product categories• Freemium: Appetizer ‐ Conversion into Premium Customer• Premium: for 3+4 * Hotels• Ultra: for tourism boards and tourism service prodivers (e.g. 

“cablecars”, golf clubs

Business model

•Mid of July, 2015•Already Hotels + Marketing Agencies connected as Pilots•Silent Launch: New Interface, Editorial Calendar, different Social Channels + 4‐5 Incoming • Several Testings!!!!!

•October, 2015

•Official Product Launch

Roll‐out

Marketing: EAT YOUR OWN DOG FOODActivity Q3/2015 Q4/2015 Q1/2016 Q2/2016 Q3/2016

Website Product description Online Demo News, Features, Studies

News, Features, Studies News, Features, Studies

Events Tirol Werbung Marketingday

ITB Berlin TFF, Contentday Salzburg E-BrennpunktSalzburg

PR activities

Econova, TT, Südt. Wirtschaftszeitung, Tourismuszukunft

Econova, TT, Süd. Wirtschaftszeitung, Tourismuszukunft

DACH focus on Austria

Dach Schwerpunkt Ö Dach

Social Media

FB, Twitter, g+, Linkedin, Xing

FB, Twitter, g+, Linkedin, Xing

FB, Twitter, g+, Linkedin, Xing

+ Whatsapp + Whatsapp

THANK YOU FOR YOUR ATTENTION!For more Information please visit us onor have a chat with me

www.onlim.comoffice@onlim.comrenate.leitner@onlim.com