Digital Marketing and Tourism Leon CK Leong (Chief Business Development Officer, Techsailor) and Anshul Jain (Chief Executive Officer, Thoughtbuzz), presented this deck at iMedia Brand Summits, Asia. #imbsummit

1. Digital Marketing
and Tourism

2. Leon CK Leong
Chief Business Dev Officer
Techsailor – TO THE NEW
leon@techsailor.com
sg.linkedin.com/in/leonck/
Anshul Jain
Chief Executive Officer
Thoughtbuzz - TO THE NEW
anshul@thoughtbuzz.com
sg.linkedin.com/in/anshuljain/

3. 7/4/2014 3
GETTING READY FOR A
VACATION?
SOCIAL MEDIA TO YOUR
RESCUE!!

4. 7/4/2014 4

5. 7/4/2014 5

6. VOLUME VALUEVELOCITYVARIETY
Travel data will more
than double in the next
five years as a result of
digitized freight
As travel companies broaden
their definition of "services"
from product centric to
information centric, the variety
of data will expand significantly
It is not enough for travel to
access or disseminate data —
they must do so in real time or
near real time.
Travel notion of value is two
folds. - The value from
improving internal
operational capabilities &
improving the consumer
experience and generating
incremental revenue
TRAVEL COMMUNITIES RE-
INVENTING “SOCIAL”
TripAdvisor has joined forces with Facebook. The logic
behind the tie up was that travellers increasingly prefer to
seek advice and information about a destination or property
from friends, friends of friends, and family.

7. Baggage
collection
Service/
Ambience/
Price
Travel/
preferences
Flight
timings/
Availability
Restaurants
Maps &
Directions
Advance
booking
Cancellatio
ns
HOW DO TRAVEL COMPANIES UTILIZE BIG
DATA FROM THIS CLUTTER

8. 7/4/2014 8
BRAND
PRODUCT
INDUSTRY
HARNESSING
SOCIAL MEDIA
IN TRAVEL
INDUSTRY
LISTENING,
RESPONSE
MGMT
SOCIAL
CRM
BUILDING
COMMUN
ITIES
DISCOUNT
DEALS
CRISIS
MGMT
USE CASESSOCIAL MEDIA BIG DATA
 Customer analytics and loyalty marketing
 Customer Buying Patterns Analytics
 Predictive Product Pricing
 Capacity and pricing optimization -
Predictive maintenance optimization
 Developing relevant content & creating
Marketing content

9. 7/4/2014 9
1.
TRUST ON EARNRED MEDIA WORKS WORLDWIDE ON CONSUMERS:
92% Of consumers around the world say they trust earned media, such as word-
of-mouth and recommendations from friends and family
2.DEVICE & MEDIA IS NOT AN ISSUE: 85% of travellers use smartphones
while on vacation, and 46% use tablets for finding directions & accessing Social
Media
2.
3.
THINK BEYOND REGULAR DIGITAL AD SPEND, TRAVEL MOVES TO
SOCIAL: Above all other forms of advertising, there is a marginal increase of 18%
in social media listening/ CRM tools since 2007. This depicts a major mind shift in
consumer’s mind
4.
TOP 5 USES OF SOCIAL MEDIA WHILE TRAVELLING: Take Photos, Use
Map Features, Search Restaurants, Search activities & attractions, Check-In prior to
flight

10. Tip #1:
Enhance the Customer
Experience

11. #1: Enhance the Customer Experience
Audiences are often inundated
(and at times irritated) by the
amount of advertising and
marketing online”
“

12. #1: Enhance the Customer Experience
Tourism is about
the experiences
and memories
(ultimately finding
their way onto
Social Media)

13. #1: Enhance the Customer Experience
Be at the centre of these
customer experiences
and memories”
“

14. #1: Enhance the Customer Experience
Case Study
Sweden’s Västtrafik
redefines the public
transport experience
for tourists with a
mobile application

15. Tip #2:
Develop Compelling
Content

16. #2: Develop Compelling Content
Content is (still) King.
But let’s not forget
Context”
“

17. #2: Develop Compelling Content
Westjet Christmas Miracle

18. #2: Develop Compelling Content
The community is
doing the sharing.
It’s something
they want to talk
about.”
Richard Bartrem,
VP Comms, Westjet
“
35.7 Million views (and
still counting!)

19. Talk about what
matters to your
audiences and not
just what matters
to you (context)”
#2: Develop Compelling Content
“

20. Tip #3:
Integrate and Track across
Channels

21. Technology silos make it impossible to
understand both the impact of campaigns,
and the behaviour of customers, across
multiple channels”
- Forrester
“
#3: Integrate and Track across Channels

22. “Who are your
target audiences,
which channels are
you using and what
are your KPIs?”
- Techsailor
#3: Integrate and Track across Channels

23. Integrated Digital Marketing involves all
platforms and channels interoperating in a
synergized, trackable ecosystem” - Techsailor
“
#3: Integrate and Track across Channels

24. Don’t measure what you can, measure
what you should”
- Philip Sheldrake
“
#3: Integrate and Track across Channels

25. 3 tips:
Enhance the Customer Experience
Develop Compelling Content
Integrate and Track across Channels

26. Thank You!
Email Leon leon@techsailor.com OR
Anshul anshul@thoughtbuzz.com
If you would like a copy of the slides