irish international - mark congiusta

Hotel Website MarketingYou're customers are talking! Start listening now.

November 24, 2009

Time for the charts!

(Sorry. It’s the rules.)

What are people looking for?

58% 57% 56%52% 50% 49% 46% 44%

57%62%

Holid

ays

Elect

roni

cs

Trav

el

Mob

ile d

evic

es

Mob

ile s

ervi

ces

Softw

are

Film

s

Mus

ic

Books

Cars

PRODUCTS AND SERVICES BEING RESEARCHED ONLINE

SOURCE: eMarketer 2008

If I build it will they come?

1 Site

2-5 Sites

6+ Sites

NUMBER OF TRAVEL SITES VISITED ON AVERAGE

SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007

“Irish holidaymakers are showing a growing interest in Ireland… Hotels.com has revealed there has been an increase in domestic searches by ”

Hotels.com 2009

40%

OK then, fine, what about Ireland?

SOURCE: Joint National Internet Research (JNIR) July - December 2008

PRODUCTS AND SERVICES BEING USED ONLINE

38%

26% 23% 23% 23%19%

28%

62%

31% 28%

Trav

el

News

Banki

ng

Sports

Socia

l Net

worki

ng

Wor

k Res

earc

h

Gover

nment

Mus

ic

Job S

earc

h

Enter

tain

men

t

Why social media?

53% 47% 59%41%

AGES 43-52 AGES 53-63

SOURCE: Forrester Research The Social Technographics® Profile Of European Baby Boomers 2009

REGULAR USERS OF ONLINE SOCIAL MEDIA

No seriously, why social media?

107.4

41.7

0

20

40

60

80

100

120

2007 2012

Mill

ion

s

EUROPEAN USERS OF SOCIAL NETWORKS

SOURCE: Datamonitor Online Social Networking 2009

Enough with the charts already!

“By relying on the latest technology and shifting to 100% Web-based advertising, Tourisme Montréal can, as opposed to more traditional style advertising, accurately assess campaign impact with target audiences and maximize investments in this regard.”

Charles Lapointe, President and Chief Executive Officer of Tourisme Montréal

TRANSLATION:WE CAN MEASURE

STUFF REAL GOOD ON THE INTERWEBS

“The internet has roughly the influence

of the second strongest medium - television -

and roughly the influence of traditional

printed media”

Digital Influence Index, Fleishman-Hillard International Communications/Harris Interactive, 2008

8x2x

80%

20%

80%

20%

What does social media take?

BUDGET TIME(I hope they don’t realize this is another chart.)

Twitter: the stupidest thing I ever heard of

GLOBAL TWITTER ADOPTION(Sorry. Absolutely the last chart. I promise.)

SOURCE: comScore 2009

0

2

4

6

8

10

12

14

16

18

20

Oct-08

Nov Dec Jan-09

Feb Mar Apr May Jun Jul Aug Sep Oct

Mill

ion

s

Blogging: what’s it good for?

50%50%

PERCENTAGE OF BLOG READERS WHO READ TRAVEL BLOGS(Wait! Don’t leave. This isn’t a chart. It’s an… illustration?)

SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007

LinkedIn: don’t be left out (get it?)

100%

PERCENTAGE OF PEOPLE WHO ARE HAPPYTHERE IS NO CHART ON THIS PAGE

Who “gets it”?These guys.

Great. So what do I do now smartguy?

• Listen and engage (grow big ears)

• Target the influencers (and make them evangelists)

• Empower your friends (read: customers)

• Encourage people to speak their minds (then thank or fix)

• Start small (scale smart)

• Be yourself (your usual charming, witty, interesting self)

• Don’t just stand there (learn something new every day!)

Reading List

• Internet Marketing for Travel & Tourism http://www.tourismkeys.ca/blog/

• Dot Tourism http://dottourism.com/blog/

• The Tourism Research Blog http://blog.highlandbusinessresearch.co.uk/

• up take Travel Industry Blog http://travel-industry.uptake.com/blog/

• Tourism Internet Marketing http://tourisminternetmarketing.com/

• Travel & Tourism Technology Trends http://tourismtechnology.rezgo.com/

• http://www.suite101.com/travel/

• http://travel.alltop.com/

Thank You!

mark@irishinternational.iehttp://www.twitter.com/IrishIntl