Internet Marketing Workshop Web 2.0

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1 Internet Marketing Workshop Web 2.0 September 2007 Caribbean Regional Sustainable Tourism Development Programme European Commission Caribbean Tourism Organization Cariforum

2 World Wide Web: Constant Innovation Continues One year ago our agenda Driving business to your destination Website Fundamentals of Internet Marketing Today Planning, Measurement and introduction to E-CRM Managing the Website as a Dynamic Business Application Future Online Tools & Technologies: Web 2.0 Paolo Torchio & Amanda Webb September

3 World Wide Web: Personalization 2006 Forecasts: Tomorrows travelers demand: Choice Control Flexibility Independence *YPB&R Travel Monitor Survey & Travel Weekly Paolo Torchio & Amanda Webb September

4 Which brands had the most impact on our lives in 2006? Paolo Torchio & Amanda Webb September

5 Google 2. Apple 3. Skype 4. Starbucks 5. Ikea *The annual survey by online branding magazine brandchannel.com: Most Influential brands of the year Paolo Torchio & Amanda Webb September

6 3. 4. Not even in the Top 20 in 2005 Built solely on User Generated Content Paolo Torchio & Amanda Webb September

7 Person of the Year: In 2006, the World Wide Web became a tool for bringing together the small contributions of millions of people and making them matter Paolo Torchio & Amanda Webb September

8 OVERALL OBJECTIVE Evaluate, implement and measure opportunities created by Social Networks, Consumer Generated Content and the Web 2.0 Format: Building blocks Hands on exercises Participation INTRODUCTIONS? Paolo Torchio & Amanda Webb September

9 WHAT WE ARE GOING TO COVER DAY 1 1. Evolution of Web 1.0 into Web Web 2.0 Components & Technologies 3. Social Media and Social Networks 4. Content & Media Syndication 5. Social Media Marketing Paolo Torchio & Amanda Webb September

10 WHAT WE ARE GOING TO COVER DAY 2 6. Developing & Implementing a Web 2.0 Strategy 7. Travel on the Social Network 8. Convergence of Web 2.0 & Customer Relationship Management 9. Measurement and ROI 10. What will the future hold: introduction to Web 3.0 Paolo Torchio & Amanda Webb September

11 Your own community Welcome: What online communities are you currently participating in? Paolo Torchio & Amanda Webb September

12 1) Evolution of Web 1.0 into Web 2.0

13 1. Evolution of Web 1.0 into Web 2.0 A review of how the Internet evolved from Web 1.0 into Web 2.0 Defining Web 2.0 Paolo Torchio & Amanda Webb September

14 Evolution of Web 1.0 into Web 2.0 Web 1.0 was about Web pages and sites linking to each other via html Hosted on an open/shared resource: the Internet That came together to form the World Wide Web Paolo Torchio & Amanda Webb September

15 Evolution of Web 1.0 into Web 2.0 Travel on the Web 1.0 Travel was a logical early adopter of the www Online brochures developed into more dynamic interactive discovery tools Travel marketers became proficient in driving consumers to their sites requests became the 1 st online e-commerce transaction One-Way Content Distribution + E-Commerce = Web1.0 Paolo Torchio & Amanda Webb September

16 Evolution of Web 1.0 into Web 2.0 Consumers becoming their own travel agents should have told us all something was changing! Web 2.0 Web 2.0 is a collection of tools and applications Bringing consumers & content together in direct communication and sharing Adds a social dimension: word of mouth Paolo Torchio & Amanda Webb September

17 Travel on the Web 2.0 Britons online are most likely to be searching for: travel deals social networks or reference information Nielsen//NetRatings 62 Paolo Torchio & Amanda Webb September

18 Web 2.0 definition A set of economic, social and technology trends that collectively form the basis of the next generation of the Internet a more mature, distinctive medium characterized by user participation, openness, and network effects. Web 2.0 Principles & Best Practices, O Reilly Media, Inc Play audio file Paolo Torchio & Amanda Webb September

19 CASE STUDY INTRODUCTION New hotel concept Stylish design: affordable luxury for the people great value the best entertainment sociable atmosphere designed around the modern traveler & mobile consumer concept built from customer feedback and collaboration Lifestyle brand Paolo Torchio & Amanda Webb September

20 2) Web 2.0 Components & Technologies

21 Web 2.0 DNA Blogs Beyond The Browser Rich Media Open Source & Wikis Reviews Mashups & AJAX RSS & Content Syndication Tagging Social Networks

22 Blog Paolo Torchio & Amanda Webb September

23 Blogs Simple tools allowed anyone to become a citizen journalist People love to share their experiences: Travel Reviews Tools: Blogger free service owned by google WordPress open source blogware Typepad (Six Apart Ltd) largest paid blogging service to date The blog exploited three technical features: RSS feeds/subscriptions, comments and trackbacks: Blogoshpere P? Paolo Torchio & Amanda Webb September

24 Review Sites Paolo Torchio & Amanda Webb September

25 RSS Publish to Site Render in XML Develop Content Subscribe Paolo Torchio & Amanda Webb September

26 RSS & XML RSS is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines or podcasts. An RSS document, which is called a "feed", "web feed", or "channel", contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually. Really Simple Syndication Rich Site Summary (RSS 0.91) XML Paolo Torchio & Amanda Webb September

27 Tagging & Social Bookmarking Paolo Torchio & Amanda Webb September

28 Blogs + RSS + Tags Now you have the online population writing and giving their opinion And an efficient way to notify and distribute this information The ability to tag content to facilitate search Applications and websites sharing information via XML Combinations started to emerge: Mashups Paolo Torchio & Amanda Webb September

29 Rich Media: Photo Sharing Paolo Torchio & Amanda Webb September

30 Rich Media: Video Comscore Video Metrix study July 2007 Online viewers watched an average of more than three hours of online video during the month (181 minutes). The average online video duration was 2.7 minutes. Nearly three out of four (74.2 percent) U.S. Internet users viewed video online. More than one out of three (36.7 percent) U.S. Internet users viewed video on YouTube.com. The average online video viewer consumed 68 videos, or more than two per day. Paolo Torchio & Amanda Webb September

31 Rich Media & Video The Blog technology evolved into the ability to publish rich media: Podcasts, Vlogs, Video Sharing Combine these with the narrative Tools and services like google maps emerged Evolution of a new set of online applications combining the content XML underlying technology Paolo Torchio & Amanda Webb September

32 Mashups Paolo Torchio & Amanda Webb September

33 AJAX Behind these applications was the technology of Web 2.0: Ajax, or AJAX (Asynchronous JavaScript and XML), is a web development technique used for creating cross platform, interactive web applications. The intent is to make web pages feel more responsive by exchanging small amounts of data with the server behind the scenes. Data retrieved using the technique is commonly formatted using XML Paolo Torchio & Amanda Webb September

34 Widgets & Beyond the Browser Widget: A web widget is a portable chunk of code that can be installed and executed within any separate HTML-based web page by an end user without requiring additional compilation. Moving beyond the browser Paolo Torchio & Amanda Webb September

35 Beyond the Browser & Mobile Intersection Mobile applications may not be browser based Web 2.0 technologies & mobile widgets open up a new platform Paolo Torchio & Amanda Webb September

36 Evolution of Web 1.0 into Web 2.0 Play audio file Web Consumer Generated Content + Rich Media + XML & Mash-Ups = Web 2.0 Paolo Torchio & Amanda Webb September

37 Lessons gained: Don t take the technology capabilities of your consumers for granted Make the complexity appropriate to the task Update on our network Paolo Torchio & Amanda Webb September

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