ONLINE MARKETING IN TOURISM Mag. Renate Leitner
ARE YOU SOCIAL?
We are Social! Digital, Social & Mobile in 2015, Simon Kemp
TOURISM AND SOCIAL NETWORKS
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)
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?
WHO HAS A SOLUTION?
Inventor!
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
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
Development Team CTO Corneliu Stanciu Developer Fabian Gasser Developer Benjamin Hilpolt Developer Carlos Romero Developer Benjamin Klotz Design Georgiev Venislav
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
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
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
Competitors
Market Potential Sources: Amt der Tiroler Landesregierung, Landesstatistik und tiris Der Tourismus im Winter 2012/2013 + Sommer 2013 Statistik Austria Tourismusstatistik Bestandsstatistik 2014 Tourismusbank ÖHT Kennzahlen 2013 Bilanzvergleich Steuerberatungskanzlei Pregenzer Frötscher, A 6500 Landeck Surveys with hotels and tourism associations
THE PRODUCT ROLL OUT
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
Roll out Mid of July, 2015 Already Hotels + Marketing Agencies connected as Pilots Silent Launch: New Interface, Editorial Calendar, different Social Channels + 4 5 Incoming Several Testings!!!!! October, 2015 Official Product Launch
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
THANK YOU FOR YOUR ATTENTION! For more Information please visit us on or have a chat with me www.onlim.com office@onlim.com renate.leitner@onlim.com