1. Wine, Tourism and eMarketing Rob Stokes Quirk eMarketing

2. Tourism is the biggest industry on the web

3. Because that’s where travellers start their journeys

5. Family and Friends: 17.4%

6. Travel Agents: 3.8%

7. Magazines and Newspapers: 3.4%European Travel Commission

8. Global online travel retail sector worth $125Billion! Travelmole 2008

9. How do we take advantage of this?

10. eMarketing: The process of marketing through a digital medium

12. It all starts with a website

13. A hub to drive traffic to

14. A medium through which you can communicate and build a relationship with your audience

15. But it can’t just be any old website

16. You MUST add value to your customer’s travel experience. Before, during and after.

17. The internet can help you achieve this

18. But you need to adjust your mindset to embrace it

19. Websites are no longer just brochures

20. They should be built to attract, convert and retain customers

21. Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere Travelmole 2008

22. Is your website THAT good?

23. Our web development priorities

24. 1. Usability and conversion oriented design

25. Design sites for your users above all else

26. Make sure they can find what they want quickly and easily

27. Drive them towards YOUR desired goals

28. Copy style:

29. Allow the reader to get the gist of your message in a few seconds by merely scanning the page

30. Pyramid style writing

31. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking

32. Have consistent Calls to Action

33. Don’t make them think…

34. Tell people to take the exact action you want them to perform in order to get the best response

35. What not to do:

36. Don’t resize windows or launch your site in a pop up

37. No “splash” pages

38. Don’t build flash sites unless you have a VERY good reason to. Rather use flash elements within a page where relevant to illustrate a point

39. Keep navigation basic, consistent and standardised

41. flashing lights

42. automatic sound

43. scrolling text

45. What is this page trying to do?

51. 2. Search Engine Friendliness

52. 1 Billion searches each day

53. Either your business is there, or your competitors’ is –> you choose

54. Primary goal: Site must be fully indexable and optimised around a set of well researched key phrases

56. Links to the domain

57. Key phrases in URLs

58. Add regular fresh content

59. Text navigation is better than images

60. Offer RSS feeds (AND RSS to email)

61. Well indexed

62. Be remarkable - make your site a resource!

65. Title tag

66. Headings

67. Alt tags

69. 3. Look and Feel

70. Very important, BUT the least important consideration in web development

71. That doesn’t mean ugly sites are OK

72. Sites must look professional and demonstrate your credibility...

73. If these two goals are met, the user will be satisfied.

74. Remember, they are looking to achieve a goal – not look at a piece of artwork.

75. Credibility items:

76. Show that you are a substantive organisation

77. Prominently display phone numbers and addresses

78. Make it easy for them to contact you!

79. Show the people behind the organisation

80. Real testimonials on each page

81. Logos of association or awards

82. Keep the content fresh and updated

83. …and make sure it’s error free

84. Monitoring your website’s performance

85. Firstly set up Google Analytics Its really good, easy to set up and FREE

87. Top stats to keep an eye on

88. Above all else, conversion rates!

89. Unique users

90. Bounce rate

91. Pages per user

92. Time spent on site

93. Traffic Sources

94. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?

95. There are many options, but the most important is…

96. Search Engines

97. Google is by far the largest player… 67% 12% 8%

98. Lots of volume, but why is this important?

99. Searchers are looking for the wine tourism experiences you are promoting

100. They WANT to find you!

101. And if they don’t find you, they WILL find your competitor

102. So how do we make sure we are found?

103. Search Engine Marketing

104. SEM = SEO + PPC Paid vs. Organic

107. You don’t need to be a guru to get the basics

108. Firstly make sure you select the right keywords

110. Competition

111. Propensity to convert

113. SEO Bookhttp://tools.seobook.com/general/keyword/KW Discoveryhttp://www.keyworddiscovery.comDigital Pointhttp://www.digitalpoint.com/tools/suggestionWord Trackerhttp://www.wordtracker.com/Adwordshttps://adwords.google.com/select/KeywordToolExternal

115. Then decide where you want to be…

116. Search Engine Optimisation

119. Make sure your site is optimised around your keywords

120. Then build plenty of high quality, keyword rich links

121. And this isn’t easy

122. The best sites inevitably win

123. So grow links organically

124. Build a website that offers so much value that people talk about it and link to it naturally

125. Depth of knowledge

126. Breadth of knowledge

127. Fantastic Maps

128. Useful Tools

129. The possibilities are endless, just use your imagination!

130. Speaking of search and maps…

132. Headline Here

133. Pay Per Click

134. But first: Why you can’t ignore SEO:

136. www.quirk.biz

137. You choose how much you want to pay per click

138. And how much you want to spend per day

139. If you manage your campaign properly, you can’t lose money!

140. www.quirk.biz

141. Don’t burn your budget early on: Test!

142. Look for long tail key phrases

143. 500 000 searches for “holiday” 5000 for “holiday south africa” 500 for “wine route holiday south africa”

144. Geotarget your adverts

145. Have a solid call to action in each advert

146. Don’t send your traffic to your home page, use highly targeted landing pages

147. Test, test and test these landing pages

148. Conversion optimisation

149. The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI

152. Test individual pages and paths

154. Calls to action

155. Font size

156. Headings

157. Text length

158. Copy style and tone

159. Offers

160. Pricing

162. You should be looking to build communities around your business

163. Social Media can play a big part in this

164. But what is Social Media?

167. Let’s look at a few specific examples…

168. Online Video: YouTube Second largest search engine! 60% market share 100+ million viewers a night ‘The overnight success’ thing

172. 250+ Million active users

174. Applications

175. Ads

177. If your customers are there, you must engage

178. And do it honestly, humbly and openly

179. They will respect you for it

180. What about creating your own social network?

181. You have lots of customers with similar tastes

182. An example: The Pod Hotel, New York

183. PodCulture: a social network for guests before they arrive

184. Since implementing 2 years ago, customer retention is at an all time high, and revenue is up 400%

185. What about a regional one…?

186. BloggingPrinciple: make friends and influence people

187. Not 16 year old girls Source: emarketer.com

188. The rewards of blogging Builds community Search Engine rankings: Search friendly design Attract links Feedback loop

189. Key success factors: Identify powerful communities and individuals Identify content ‘holes’ Consider your SEO (keywords!) Who do we have access to - ‘the revealing interview’ Social Media Optimisation Create a blogging culture internally

190. Remember: social media influencers are unique Short attention span: they get info served to them Selfish: ‘What will I get for sharing this?’ Often younger, affluent, urban

194. There is someone Twittering about you

195. Be ready to make the most of it

198. Or you could just ignore it…

199. 1.2 million people search for “Delta Airlines” each month.

200. A Ryanair employee comments on a blog…

202. Followed by the official response

204. Then the online community got hold of it

206. Then the newspapers got hold of it

209. These powerful sites often linked to this site…

211. And we know how important good links are…

213. “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ” Warren Buffet

214. How is online reputation different?

215. It spreads faster...

216. … and the evidence lasts longer

217. Why is this important?

218. Because peers are the most trusted source of recommendation Edelman Trust Barometer 2008

219. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission

220. 88% of Trip Advisor Visitors are influenced by the content the read on the site

222. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com

223. People are talking, are you listening?

226. What to track?

227. Brand names

228. Important staff

229. Names of specials/packages

230. Track outgoing communications (PR) by monitoring a piece of unique text

231. Use the data you gather to build profiles of influencer’s who you can target for future campaigns

232. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns

233. OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?

234. Email Marketing

235. Use it to build relationships

236. Not to acquire them

237. Relationships are built on mutual trust and respect

238. It costs a HUGE amount for you to acquire a customer

239. You may as well make the most of them

240. How do your email newsletters foster this?

241. Firstly, get personal!

243. Nurture your in-house list

244. But make it easy to unsubscribe

245. Use layout to increase readability

246. Allow users to manage their information and subscription preferences

247. …and then personalise accordingly

248. Rather send less often with more relevant content – people will be more likely to listen

249. Ask yourself what YOU would want from the newsletter as a reader

250. Does it speak to you?

251. Or does it speak AT you?

253. Drive qualified traffic to it.

254. Optimise the conversion of that traffic.

255. Build a relationship with your audience.