digital tourism 101 - yass valley
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Capital Region
Digital Tourism 101
Todd + Rachel Wright - Threesides Marketing
February 2014
Tallagandra Hill Winery, Gundaroo
Housekeeping
Our Mission To provide energised leadership,
share innovative solutions, broker
positive relationships and deliver
valued projects to the region.
Regional Priorities • Regional Development Planning
• Education, Employment &
Investment
• Transport – Infrastructure &
Services
• Regional Food
• Digital Economy Transition
• Living & Working Sustainably
Key Initiatives • South East Region of Renewable Energy Excellence
• Regional Sponsored Migration Scheme
• Southern NSW Harvest Association
• Capital Region Digital Enterprise Program
How We Can Help You • Access to government programs
• Advice and training
• Sourcing skilled labour
• Grants - support and data
• Networks and contacts
Find out More
Richard Everson
Project Officer
Mob. 0427 27 27 54
richard@rdasi.org.au
www.rdasi.org.au
www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides
We help these businesses with their online marketing:
Old Bus Depot Markets National Parks NSW
Yass Valley Council - Tourism Lantern Apartments Thredbo Destination Marketing Store
Saphire Coast Tourism DDCS Lawyers (and more…)
Overview
1. Your plan: Digital Travel Lifecycle,
Target Market,Digital Footprint,
Budget, reporting
2. Your tactics: Search, Local
Listings, Distribution, Direct
marketing, Social, Sales
What can we achieve today?
Inspire
Direct
Inform
YOUR PLAN
Aussies are now
spending on average
23.3 hours online each
week, 3.5 times more
than the 6.7 hours we
were spending online
back in 2003.
Digital Travel Lifecycle
The Stages a tourist
goes through and
their digital touch
points.
(See handout)
Who are we even speaking to?
• What is your customer profile?
(Demo, Geo, Pyschographics)
• How many segments do you have?
• How do they interact with your business online?
• What is the most enriching form of content for
them?
• What are they motivated by?
• Is our digital information meeting their needs?
1. What does your
business look like
online right now?
2. Where can I find you?
3. Where can’t I find you?
4. What do I find when I
get there?
FIND, BUILD, GROW
Your business digital footprint
Almost three-quarters of Australian companies are
planning to increase digital spend this year, with
digital marketing budgets expected to increase
an average of 28%.
Responsys digital marketing report April 2013
(850 marketing managers surveyed)
Budget
Budget
Questions:
1. What is your total marketing budget
2. What % is digital
3. Split digital into tactics – email, website, social,
advertising. other
4. Estimate ROI of each activity area
5. Can you increase / decrease budget
to affect results?
Reporting: What are you measuring online?
Is what you are doing working?
1. Website analytics - conversions
2. Social Media – Engagement + Reach+ Sentiment
3. Reviews – Sentiment + issues resolved
4. Search – SERP’s + Page views
5. SEM – Clicks + Conversion
6. Contact forms – leads
7. Ecommerce – direct sales
8. Budget – ROI of activities
YOUR TACTICS
Digital Tactics
WEBSITE & Content
LOCAL
Listings + Content
Distribution
LINKS
connections
SEARCH
SEO/SEM
SALES & Distribution
DIRECT marketing -
SOCIAL Media
REVIEW Sites
ONLINE
MARKETING
PLAN+ TACTICS
Digital
Footprint
Target market
Plan + Tactics
Budget
Reporting
Create a google account
https://accounts.google.com/SignUp
SEARCH
SEARCH ENGINES
Google = 92%
Bing + Yahoo = 8%
Australian
Search
Engine Use
SEARCH TOOLS
ADS
Organic / Free
LISTINGS
Google Places
Google Places
Search engines – how they work: Free Listings
Keywords + Content
Links
Search Engine Optimisation
200 different ingredients in their ‘secret recipe’
Website + Other sites
Optimise your
website +
optimise your
digital presence
1. FRESH, KEYWORD
OPTIMISED CONTENT
2.WEBSITE
SET UP
3. QUALITY
BACKLINKS
4. SITE
STRUCTURE
5. OFF PAGE
TOURISM
KEYWORDS
What are your kewyords?
IDEAS:
Business name
Products and service
Geographical location
Industry
Competitors
Price
Quality
http://bit.ly/1ig2y52 http://www.woorank.com/
Let’s ‘woorank’ a website
A volunteer please…
LOCAL LISTINGS+ CONTENT
DISTRIBUTION
http://www.google.com.au/business/placesforbusiness
ATDW
Content Distribution Channels
Australian Tourism Data Warehouse
Descriptions, Events, Photos, Video
Multiple distribution Channels incl.
Visit Canberra, Visit NSW
Don’t underestimate the value of
low cost content distribution
channels
Local tourism sites
http://www.visitcanberra.com.au/
ATDW listing
http://www.visitnsw.com/ -
Get connected
http://www.yassvalley.com.au/
direct listing
WEBSITE MOBILE OPTIMISATION
From desktop to mobile- why??
Mobile sales have already
overtaken desktop sales, and
mobile internet usage is
predicted to overtake desktop
internet usage by 2014
67% of users claim they are
more likely to purchase from
a mobile-friendly website
Source: http://searchenginewatch.com
Mobile what?
Fully Mobile Optimised + Responsive website
• Can detect the size of the viewing device and adapts to suit
• Folds to suit screen size
Mobile friendly
• Website that functions correctly on a mobile device
• Tiny scaled down version of a site
• Doesn’t break on mobile
m. - Mobile website
• Completely separate website designed specifically for use on a small mobile device
• m.yourwebsite.com.au
Desktop version Mobile version
ELECTRONIC DIRECT
MARKETING
1. One to one online direct marketing
2. Designed to create an action
3. Distributed to a identified list of subscribers
4. Message well structured and targeted
5. Ability to track and report results
Email Marketing
Think about:
1. Design
2. List Aquisition
3. Calls to action
4. News
5. Offer
6. Social links
7. Mobile usability
8. Tracking
9. Frequency
1. Mail Chimp – www.mailchimp.com
2. Constant Contact –
www.constantcontact.com
3. Vertical Response -
www.verticalresponse.com
4. Threemail – www.threemail.com.au
The tools
ONLINE BOOKINGS AND
SALES
The quickest way to make money
Make it easy for
people to spend
it with you!
1.Can I buy your product
from your website?
2.Can I buy your product
from another website?
The 2 big online sales questions?
1. Direct via your website
2. Visitor Information Centres
3. Regional tourism brochures or travel planners
4. Online via regional, state or commercial websites
5. Retailers, travel agents or booking agents
6. Experience websites – godo, red balloon etc.
7. Wholesalers
8. Inbound tour operators
Tourism Distribution Channels
1. Ecommerce system /
Third party account
2. Payment gateway
3. Bank / Online
merchant account
The Tools
Payment Gateways
Shopping cart system (Website)
Payment Gateway (Cash Register)
Online merchant account (your bank)
Eway – eway.com.au
Paypal – paypal.com.au
The questions to ask:
1. What are you selling
2. What do you need to sell it
1. Website + Shopping cart
2. Subscription to another distribution site
3. Payment options
4. Shipping options (if tangible)
5. After sales support
3. How will you secure the store
4. How will you maintain the store
5. How will you promote the store.
SOCIAL MEDIA
The big 3 social travel options
Trip Advisor
Youtube
Trip Advisor
1. Own your business listing
2. Respond to reviews
3. Upload images
4. Search forum threads and get involved
5. Monitor competitors / partners
6. Embed in your website
7. Promote in your marketing
8. Leave your own reviews as you travel
9. Advertise
Trip advisor email
1. Create a business page
2. Add cover pic and profile
3. Add your content to timeline
4. Create your content themes
5. Post 2-3 days a week
6. Run competitions and offers
7. Respond to posts and questions
8. Keep on top of your insights
9. Advertise
Youtube
1. Create a business channel
2. Add channel art, profile and links
3. Create video ideas / themes
4. Post 1 video / month
5. Add video to your channel, embed in website,
email, link to facebook
6. Advertise
GET STARTED
Workshops and Consultations
Workshops
Series of 17 workshop topics over the next 12
months
Free sessions – subsidised by federal government
– in Queanbeyan and across the region
Digital Consultations
4 hour digital business consultations
Develop and digital business plan
Identify 3 get started now actions
Help you start in the right digital direction
Workshop feedback
https://forms.communications.gov.au/
enterprisegroupfeedback
Verification word: summer
Stay in touch
Website:
www.crde.com.au
Call the office:
62970933
Stay on our email list
Tell a friend!
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