ONLINE MARKETING IN TOURISM. Mag. Renate Leitner

Size: px

Start display at page:

Download "ONLINE MARKETING IN TOURISM. Mag. Renate Leitner"

Joan McDonald
10 years ago
Views:

1 ONLINE MARKETING IN TOURISM Mag. Renate Leitner

2 ARE YOU SOCIAL?

3 We are Social! Digital, Social & Mobile in 2015, Simon Kemp

4 TOURISM AND SOCIAL NETWORKS

5 The Customer Journey in Tourism The Customer Journey of a traveler shows the importance of social media in the tourism industry 52% of travelers use social media before planning their trips (Eye for Travel Social Media Study 2011) Scaled social media distribution: on average articles reach half of all social referrals in 6,5h on Twitter and in 9h on Facebook (Mary Meeker, Internet Trends 2014)

for Travel Social Media Study 2011) Scaled social media distribution: on average articles reach

6 New Challenges for the Hotelier Hotelier complains: 25% less bookings compared to last year What to do? Obvious problem with advertising? Social media is known, however: How to use it for advertising? Which channels should I use? How to target my audience? Are the users responding? How can I measure it? What should I post today? Which content is best for new guests?

Social media is known, however: How to use it for advertising? Which channels should I use?

7 WHO HAS A SOLUTION?

8 Inventor!

10 Advisors & Board of Directors Advisor, Board of Directors Alexander Wahler Inventor, Board of Directors Univ. Prof. Dr. Dieter Fensel Entrepreneur (i.a.seekda.com) IT Expert Domain Expert e tourism Since 20 years one of the leading researchers in the field of semantic web Professorship in Amsterdam, Galway and Innsbruck Co founder of DERI, seekda, STI Innsbruck, and STI International

com) IT Expert Domain Expert e tourism Since 20 years one of the leading researchers in the

11 Management Team CEO Member of BoD Mag. Renate Leitner CTO Corneliu Stanciu Product Manager Deputy CEO Dr. Ioan Toma CFO Stephanie Falkner Sales Manager Manfred Jele

12 Development Team CTO Corneliu Stanciu Developer Fabian Gasser Developer Benjamin Hilpolt Developer Carlos Romero Developer Benjamin Klotz Design Georgiev Venislav

13 Solution Onlim Tell it! Choose your content Create content yourself or use semiautomatically created posts from multiple content sources Manage your content Editorial calendar, Multiple social channel management, Content adaption, Team collaboration Monitor your feedback Immediately information, immetidately response; Sentiment Analysis, Social Statistics and Monitoring

multiple content sources Manage your content Editorial calendar, Multiple social channel

14 Onlim Tell it! Product details Web based responsive SaaS solution Widgets for quick integration into existing webapplications Connection of multiple content sources and semantic annotation of content for automated processing Automatism for content adaption for multiple social channels Sentiment analysis for automated detection of topics Statistics to measure user feedback + likes

webapplications Connection of multiple content sources and semantic annotation of content for

15 Technical Innovation Social network Content Sources Distribution of content Sentiment Analysis + Statistics Clear separation between content and channels Automated semantic annotation of content based on information models Rule based assignment of content to the channels Analytics for evaluation of results and optimization of conversions Internet 3.0/mobile network/other

annotation of content based on information models Rule based assignment of content to the

16 Competitors

17 Market Potential Sources: Amt der Tiroler Landesregierung, Landesstatistik und tiris Der Tourismus im Winter 2012/ Sommer 2013 Statistik Austria Tourismusstatistik Bestandsstatistik 2014 Tourismusbank ÖHT Kennzahlen 2013 Bilanzvergleich Steuerberatungskanzlei Pregenzer Frötscher, A 6500 Landeck Surveys with hotels and tourism associations

Bestandsstatistik 2014 Tourismusbank ÖHT Kennzahlen 2013 Bilanzvergleich

18 THE PRODUCT ROLL OUT

19 Business model Software as a Service Modell (SaaS) Setup and monthly fees Customers are charged quarterly 3 months agreements Automatic product upgrades 3 product categories Freemium: Appetizer Conversion into Premium Customer Premium: for 3+4 * Hotels Ultra: for tourism boards and tourism service prodivers (e.g. cablecars, golf clubs

categories Freemium: Appetizer Conversion into Premium Customer Premium: for 3+4 *

20 Roll out Mid of July, 2015 Already Hotels + Marketing Agencies connected as Pilots Silent Launch: New Interface, Editorial Calendar, different Social Channels Incoming Several Testings!!!!! October, 2015 Official Product Launch

Editorial Calendar, different Social Channels + 4 5

21 Marketing: EAT YOUR OWN DOG FOOD Activity Q3/2015 Q4/2015 Q1/2016 Q2/2016 Q3/2016 Website Product description Online Demo News, Features, Studies News, Features, Studies News, Features, Studies Events Tirol Werbung Marketingday ITB Berlin TFF, Contentday Salzburg E-Brennpunkt Salzburg PR activities Econova, TT, Südt. Wirtschaftszeitung, Tourismuszukunft Econova, TT, Süd. Wirtschaftszeitung, Tourismuszukunft DACH focus on Austria Dach Schwerpunkt Ö Dach Social Media FB, Twitter, g+, Linkedin, Xing FB, Twitter, g+, Linkedin, Xing FB, Twitter, g+, Linkedin, Xing + Whatsapp + Whatsapp

22 THANK YOU FOR YOUR ATTENTION! For more Information please visit us on or have a chat with me [email protected] [email protected]

Search Engine Optimization

Search Engine Optimization SEO Local Plans Local Basic Local 1 Local 2 Regional 1 Regional 2 Minimum Contract Period Recommended For Below Mentioned Deliverables are for 6 Months These packages are designed