Welcome to the BONHATA E-marketing workshop

Welcome to the BONHATA
E-marketing workshop
June 25 2014
BONHATA and E-Marketing
∗ What is out there
∗ How is it used
∗ What more can you do
∗ and the launch of …….
E-marketing 101
Paulo Allee & Bas Noij
What is E-marketing and why is it
important for my business
All forms of internet related marketing
Fast and affordable way to reach customers
Enormous potential customer reach
Interactive and social way to keep customers
engaged
∗ QUICK WINS!!!
∗ In this workshop: Heavy focus on Social Media
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E-marketing Landscape
Zoomed in
∗ Primary Social Network
∗ Secondary Social
Network
Website
Paulo Allee
Agenda
∗ What is a good website
∗ Types of websites
∗ How to generate traffic
What is a good website
∗ Clear Navigation
∗ Visually appealing and simple Homepage
∗ Noticeable contact information
∗ FAQ’s
∗ Call to action
Types of websites
∗ Digital brochure
∗ Point of sale
Digital Brochure
Sales Driven Website
How to generate traffic
∗ Be visual offline
(brochures, signs, stickers etc.)
∗ Be visual online
(social media, email signatures, online banners, newsletters
etc.)
∗ Monitor traffic and optimize search results
(Google Analytics)(Google Ad words)
Be visual online
Dashboard Google Analytics
Page Visited
Page Flow Behavior
Ad Word Analytics Dashboard
Online Travel Agents & Online
Bookings
Boudewijn Scholts
Online Travel Agents
Dealing with consumers
Dealing with agents
Expedia.com
Booking.com
Hotels.com
Orbitz.com
+++
Hotelbeds.com
GKA
Hotels4U
OTS/MTS
+++
Online revenue Netherlands
source Thuiswinkel.org
Travel Revenue Online
Millions of euro's incl. 2005
tax
Packages &
928
apartments
Airline tickets &
496
hotels
2006
2007
2008
2009
2010
2011
2012
2013
1.129
1.551
1.860
2.050
2.150
2.240
2.310
2.380
604
829
995
1.250
1.360
1.430
1.490
1.500
Doing business with OTA’s
∗ Commission of 15 – 30 % on booked revenue
(versus 10% to travel agents and 20% to
traditional tour operators).
∗ Free sale until close out, no inventory: no sale
∗ Manual or automated maintenance extranet:
Why work with OTA’s
∗ They represent more than 50% of the worlds revenue in
travel related purchases;
∗ They market worldwide and often offer the combination
of flights and hotel;
∗ They allow the buyer to select on price, comfort,
popularity and much more;
∗ They allow reviews;
∗ State of the art IT/websites
With an average occupancy of 64%/year, your hotel has
36% of its rooms “constantly” available.
They market for you!
Points of attention
∗ Rate parity and availability
Make sure your rooms are sold at the same price at
all channels and that they are available (or not).
Online Bookings
∗ A buyer that is willing to buy on line at Expedia or
Booking.com is also willing to buy on line at your own
website. But if you don’t offer an online booking at your
own website, how will you be able to convert it?
YOU MUST BE ABLE TO CAPTURE THE BOOKING
ONLINE:
Not like this:
∗ After you submit your request:
This is NOT a confirmation! Availability will be
checked and you'll be contacted by e-mail to
confirm and hold your reservation.
(actual text on the reservation page of a hotel on
Bonaire).
But like this:
And like this:
Conclusion:
∗ Once a potential buyer has found you through one
of the OTA’s, which count for 50% of the total turn
over in travel, they must find the same rate at your
own website and you should be able to confirm the
booking straight away; 24/7 and 365 days a year.
A booking through your own website is often at the
highest revenue for the hotel and with no other costs
than the booking engine.
Facebook
Bas Noij & Paulo Allee
Agenda
∗ Facebook stats
∗ Facebook page types
∗ How can you improve your visibility on Facebook
∗ BONHATA’s Facebook campaign
Facebook stats
∗ Founded in 2004
∗ #2 most visited website
∗ 802 million daily active users
∗ 609 million access Facebook daily on a mobile
device
Account types
Page types
What is a good Facebook page
∗ Attractive and recognizable
∗ Posting content
∗ Posting frequency
Attractive and recognizable
Posting content and frequency
BONHATA Facebook old vs new
How can you improve your visibility
on Facebook
∗ Eye-catching, informative and up-to-date
∗ Facebook insights
∗ Monitor and target
∗ Encourage your visitor
Targeting
I love Bonaire Ad Campaign
Where do my likes come from?
Total Page Likes
How can you help?
∗ Invite all your Facebook friends
∗ Share postings
∗ Send content to BONHATA
TripAdvisor
Bas Noij
Best practice case study
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TripAdvisor history
Importance
Categories and sub categories
Types of listings
Algorithm
Awards
What NOT to do
What to do
History
Started in 2000
Now largest travel social network
Was part of Expedia but split off (2011)
Originally accommodation focus
Expanded to “things to do” and restaurants
Many acquisitions of travel related sites (flipkey,
seatguru, cruise critic etc etc)
∗ 2000+ employees, in 39 countries and 22 languages
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Importance of TripAdvisor
∗ Largest travel social network, 100M+ users
∗ More than 4M listings:
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810,000+ hotels, B&Bs, and specialty lodging
600,000+ vacation rentals
2.2 million restaurants
420,000+ attractions
∗ 100M downloads of mobile app
∗ 100+ contributions per minute (!!!)
∗ Koninklijke Horeca Nederland lets go of star rating
(sub)categories
∗ Accommodation:
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Hotels
B&B and Inns
Specialty Lodging
Vacation Rentals
∗ Restaurants:
∗ No sub categories but ability to sort cuisine/price/options
∗ Things to do:
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Attractions
Activities
Nightlife
Shopping
Types of listings
∗ Standard listing
∗ For accommodation this excludes contact details!
∗ For restaurants and things to do all listings are standard
and include contact details will likely change
∗ Business listing
∗ Property details
∗ Option to have special offers
∗ Option to get direct bookings online
Algorithm
∗ Secret
∗ Quality
∗ Quantity
∗ Recency
∗ Bad reviews weigh heavier than good ones
∗ Senior reviewers weigh heavier than junior ones
∗ Fraud detection mechanisms
Awards
Management Center
Management Center
What NOT to do
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Fake reviews blacklist!
Offer anything in return for a review blacklist!
Allow yourself to be blackmailed procedure
Negative response to negative review
What to do
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Claim your listing / Register
Set up business information
Upload pictures that represent your business
Select cover picture from management photos
Check reviews on a regular basis
Respond to ALL reviews, always positive
Use TripAdvisor marketing tools to encourage reviews
Get a (paid) business listing
YouTube
As an essential marketing tool
Michiel van Bokhorst
YouTube
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Why YouTube?
Statistics of YouTube
Ease of use
Going YouTube: what to do
Uploading videos: what to do
Some pitfalls of YouTubing
Why YouTube?
∗ It’s FREE
∗ Video is the best medium to convey emotion, quality, trust,
dedication and demonstration
∗ YouTube produces excellent search results
∗ Drives traffic to your site
∗ Accessible medium for:
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Accessing your customer base
Building relationships
Establishing your expertise
Branding your business’s unique personality
Statistics of YouTube
∗ Largest video uploading network
∗ Third most visited site after Google and Facebook
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Over 1 billion unique users per month
Over 3 billion videos viewed each day
100 hours of video uploaded to YouTube each minute
Over 6 billion hours of video watched each month
Over 17 million connected their account to a social service
More than 50% of videos rated and/or commented on
100 million take a social action on YouTube every week
Ease of use
∗ Content accessibility
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Anyone can start a channel
Anyone can upload
Anyone can embed a YouTube video on their website
Compatibility with other social media
Platforms include mobile phones, smart TV’s, Playstation and
Wii
∗ YouTube Analytics:
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Performance – views, minutes watched, subscribers
Engagement (likes, dislikes, comments, shares, favorites)
Demographics – location and gender
Discovery
Going YouTube: what to do
∗ Know your goals
∗ Sign up for a YouTube channel
∗ Spend some time on the design of your channel
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trailer video
∗ Maintain your channel
∗ Guard variety, consistency, quality of your videos
∗ Check comments on a regular basis
∗ Try to get customers to share your videos
∗ Try to get customers to post videos of your product
Uploading videos: what to do
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Once again: know your goals
Make your video as professional as you can
Add associated website annotations: clickable links
Add InVideo programming
Select the right video title and keywords
Decide on comments
Upload a text transcript of the video
Once uploaded, share your video on social media
Some pitfalls of YouTubing
∗ Beware: YouTube’s Content ID (copyright detector)
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Might mute your audio
Might enable third party advertising on your page
Might render your content invisible in certain regions
Consider YouTube audio library as a workaround
Don’t make videos too long
Limit the use of captions and in-movie hyperlinks
Don’t expect too much from viral videos
Don’t be impatient for the effect
If possible, don’t do traditional marketing
An awesome video
http://youtu.be/jmCfYv8WEP4
Now what?
∗ Share
∗ Embed
∗ Proudly promote!!!
∗ Website button
First drink is on us..!!