Rentabilidad en el turismo: 1×100 = 100×1

Con este post simplemente quiero lanzar una reflexión personal, no soy un experto en rentabilidad, ni en estrategias de revenue management, soy simplemente un trabajador del sector turístico rural que tiene conocimientos de sostenibilidad y que baso la estrategia de mi empresa en la responsabilidad social empresarial.

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Cuando pienso en rentabilidad lo primero que me llega a la cabeza es que España siempre ha sido uno de los países con más turistas a nivel mundial, junto con países como Francia, Estados Unidos o Reino Unido o Italia, entre otros. (http://es.wikipedia.org/wiki/Turismo). El problemas es que cuando miramos los ingresos producidos por el gran número de visitantes nos damos cuenta de que no estamos sacando todo el jugo, todo el potencial a las gran cantidad de turistas que llegan a nuestro país y mas importante que repiten año tras año gracias al buen trato y la calidad en el servicio y de vida que ofrecemos.

Cuando he visitado otros países europeos me he dado cuenta que los precios de alojamientos, transporte, actividades, restauración y demás son normalmente más caros que en España siendo la calidad igual o incluso inferior en muchos casos. Una solución aparentemente sencilla y que nos llevaría a mejorar la rentabilidad a nivel nacional sería adecuar los precios a la calidad ofrecida.

Esta claro que surge el eterno debate y es algo que me comentan los asociados a mi central de reservas “si subo el precio voy a perder clientes” a lo que yo suelo responder “Es lo mismo ganar un euro con 100 clientes que 100 euros con un cliente”.

(Teniendo claro que tanto la calidad en el servicio, trato y productos debe estar acorde a su precio. Debemos enfocarnos a un turista que esta dispuesto a pagar mas).

En España llevamos los últimos años con una guerra de precios que en mi humilde opinión solo nos hace ir tapando agujeros en el barco que se hunde. Sabemos que la calidad turística española es reconocida a nivel mundial, yo por propia experiencia lo he visto con turoperadores especializados (adventure travel) que no conocen mi destino (Comarca de la Vera – Extremadura) pero si que he conseguido trabajar con ellos gracias a la gran reputación que tiene España y es algo que debemos aprovechar.

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Lo que quiero transmitir es que es hora de poner el sector turístico español donde se merece.

  • Tenemos un patrimonio natural y cultural diverso y con gran potencial.
  • Una gastronomía de reconocido prestigio, productos únicos y de gran calidad.
  • Contamos con unas infraestructuras turísticas que hasta podríamos considerar incluso excesivas.
  • Contamos con una oferta de alojamiento de gran calidad y diversificada.
  • Calidad de vida y trato al cliente reconocido a n nivel mundial.
  • El turismo es uno de los principales motores de la economía española, directa e indirectamente.
  • Contamos con profesionales con mucha experiencia y muy bien formados.
  • Ofrecemos una seguridad muy buena para el turista y para los visitantes.

Es hora de utilizar el sector turístico como motor de desarrollo, creación de empleos cualificados y tratar de posicionarnos como referente mundial en cuanto a calidad y sostenibilidad.

Estamos viendo un claro cambio en los patrones de consumo y existen herramientas innovadoras y nuevas tecnologías que nos acercan a cualquier lugar del mundo con un coste mínimo. España se encuentra actualmente en una situación crítica como muchos otros países y es hora de que potenciemos lo que mejor sabemos hacer; y pongamos en valor los recursos y la cultura que hace que año tras año repitan millones de turistas.

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Vuelvo a la frase del título:

“Es lo mismo ganar 100 euros con un cliente que 1 euros con 100 clientes”

Yo diría mucho más ya que menos turistas;

  • Significa menos presión en el territorio.
  • Menos impacto en los entornos naturales.
  • Menos impactos en el patrimonio histórico artístico.
  • Menos necesidad de aumentar las infraestructuras turísticas.
  • Poder atender mejor a los visitantes.
  • Nos permite centrarnos en mejorar la calidad y la sostenibilidad.
  • Conservar mejor nuestra cultura y ponerla en valor.
  • Potenciar el desarrollo de especialistas turísticos.
  • Aumentar el empleo cualificado.
  • Posicionarnos como referente turístico a nivel mundial.
  • Buscar nuevos nichos de mercado nuevos turistas que buscan algo más y que están dispuestos a pagarlo.
  • Movernos hacia el nuevo turista que busca experiencias únicas, conocer la cultura y las costumbres de los lugares que visita, disfrutar de la naturaleza y que esta dispuesto a pagar un poco mas por ello.
  • Crear modelos de desarrollo turístico sostenible que perdure en el tiempo y que pongan en valor la cultura, naturaleza y riquezas locales.

Os dejo esta reflexión:

¿Es posible aumentar la rentabilidad mediante el enfoque hacia un turismo de calidad y basándonos atraer turistas responsables; entendiéndolos como aquellos que buscan conocer la naturaleza y la cultura de una región poniendo en valor sus recursos y gastronomía?

¿Creéis que España puede convertirse en referente mundial en turismo responsable?

Sigue este y otros post relacionados en nuestro Blog Sustainable Thinking. (https://royortiz.wordpress.com/)

La sostenibilidad como argumento de venta – Herramientas de autodiagnóstico 3-3

Siguiendo con la serie de posts de Fitur 2012, estuve presente con PURAVERA en FITUR GREEN, espacio dirigido a todas aquellas empresas interesadas en integrar medidas de sostenibilidad en el turismo. Este año se centro en la financiación de la sostenibilidad a través del ahorro que produce en eficiencia energética.

En este ultimo post de herramientas de autodiagnóstico nos vamos a centrar el la Plataforma Responsible Hotels Travel. http://responsiblehotels.travel/

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Esta es una plataforma que nace con el apoyo del Grupo Fuerte Hoteles y se diseña para incluir aspectos de la sostenibilidad e incluir estos parámetros en el proceso de compra del cliente. Aunque todavía parece que la sostenibilidad es un misterio dentro del proceso de compra, parece que cada vez es un factor más importante y que la sostenibilidad tiene que ser parte del viaje.

Esta herramienta se fundamenta en cuatro aspectos clave;

  1. Eficiencia energética
  2. Autenticidad
  3. Satisfacción del cliente
  4. Comportamiento responsable

Como conclusión identificamos los siguientes aspectos de esta herramienta;

  • Es un estándar fácil sencillo, pudiendo ser punto de partida para PYMES.
  • La sostenibilidad esta como concepto transversal.
  • Ofrece credibilidad a los turistas en el proceso de compra.
  • Aporta valor ya que es una verificación por terceros
  • Es Reconocible, visibilidad, reputación.

En los artículos anteriores; (Intelitur https://royortiz.wordpress.com/2012/03/12/la-sostenibilidad-como-argumento-de-venta-herramientas-de-autodiagnostico-1-3/ / Hotel Energy Solutions https://royortiz.wordpress.com/2012/03/20/la-sostenibilidad-como-argumento-de-venta-herramientas-de-autodiagnostico-2-3/) se han identificado diferentes en herramientas para mejorar el comportamiento en materia de sostenibilidad en el sector turístico y para reducir los costes de los hoteles en sus practicas hacia el medioambiente y mejorar la calidad de vida en las sociedades en la que operan.

A modo de conclusión me gustaría identificar la necesidad de crear un certificado genérico, un estándar a nivel español y de esta manera poder realizar una comparativa con una metodología común pudiendo seleccionar e identificar las mejores prácticas y líderes en el sector.

¿Estarías dispuesto a certificar tu hotel en sostenibilidad?

¿Conoces algún beneficio de este tipo de certificaciones?

Sigue este y otros posts relacionados en nuestro blog Sustainable Thinking!

PURAVERA con el Día Mundial del Turismo Responsable 2012

Puravera forma parte de la iniciativa Día Mundial de Turismo Responsable promovida por el UNWTO United Nations World Tourism Organization y la WTM – World Trade Market. Os dejamos link a su web donde aparecemos como promotores http://www.wtmwrtd.com/page.cfm/link=172.

Logo_WTM_WRTD_puravera

 

PURAVERA ha sido reconocido para utilizar el logo del Workd Travel Market – World Responsible Tourism Day 2012, con motivo de la celebración del día mundial del turismo responsable. La acción principal con motivo de celebración de este evento es desarrollo de una memoria con los alojamientos y actividades más sostenibles. En el informe tambien se identificarán las mejores prácticas y comportamientos sostenibles tanto para turistas como empresarios para el desarrollo del turismo responsable en la Comarca de la Vera en Cáceres. PURAVERA tiene previsto colgar el evento en sus canales de redes sociales como Facebook, twitter, slideshare o youtube (http://www.puravera.es) el 07 de Noviembre, fecha donde se conmemora el día mundial del turismo responsable 2012!

Esperamos tener una amplia participación y que se conozcan las pautas y acciones hacia el turismo responsable que se llevan a cabo desde la Comarca de la Vera!

Transformative Learning – Inspire

This was the final presentation of the ATWS in Scotland. It followed the title Inspire, and it was a breathtaking intervention with a lot of emotion and value. Truly inspiring!

Dr. Sakena Yacoobi is Executive Director of the Afghan Institute of Learning (AIL), an Afghan women-led NGO she founded in 1995. Established to provide teacher training, education and health services to women and children, over 7 million have benefited from AIL’s programs to date. Sakena’s vision of a healthier Afghanistan evolved after watching her mother give birth to 15 children, only to have 5 children survive. Under Sakena’s leadership, AIL has established itself as a visionary organization which works at the grassroots level and empowers women and communities to bring education and health services to poor rural and urban girls and women, as well as other disenfranchised Afghans. AIL was the first organization to offer human rights and leadership training to Afghan women in the 1990s. AIL supported 80 underground home schools for 3000 girls in Afghanistan during the Taliban regime. AIL was first to open Women’s Learning Centers for Afghan women—a concept now copied by many organizations throughout Afghanistan. Dr. Yacoobi has received multiple recognition-of-service awards in Afghanistan.ATWS Scotland Inspire

Who she is:

Not much more can be said to this introduction. She was the first in her family to be able to go to university in the US, when she finished and wanted to go back to Afghanistan but the border was closed. When she finally was able to go back to her house, she created a learning center for women, which was illegal at the time.

She told some stories that she has to live through, this is an example:

One day while travelling as of any other day she got stopped by a line of armed men with riffles. When she saw the line of men in the middle of the road that she travelled every day, she was very afraid for her life and those on board the truck. The young men aged between 16-22 years wanted her to get out of the vehicle. The people inside requested for her to stay but she knew they were all in danger if she did not do what they said. Finally when she confronted the men they told her that they wanted education and they would stop her every day until she accepted, they knew that she had a school. She said she will try to look for a solution, even though the school was for women and that she had no means to take care of them. When she got to the school the phone rang and it was from the aid program, she explained what had happened to her that morning and they told her they would take care of them too. Finally next day when she was stooped she told them she would teach them to write and read but on the condition that they would come every day, clean and behave correctly. After 4months in the program they had learned to read and write and today they are their guides and protect her.

This is a true story and shows the feelings and how everybody wants to learn and be educated. They wanted to improve their life and change, education as a means of transformation and growth.

Another story was that of a young girl who wanted to go to school to read. She was told by her parents that the only way to go to school was if she woke up at 4 o’clock and did her labor before leaving every morning. For the first 4 months she did not speak a word but from the work she was doing by knitting she could pay his brother to do her work at home and take care of her 3 children. By the age of 22 she had become the leader of the local center with 300 women under her training, and people come and ask her for advice. She has become an important figure in her village and people come to her for advice. She is in the local council and is spreading the word to other areas.

This is an example of how empowerment of women thorough education can lead to development.

Finally she told us that her main aim is to make the world and the afghan women aware that they are individuals and that they can do anything they set to do. She is doing a great work in developing a women liberal right movement in Afghanistan and creating leader in that country. Empowering women in a very complicated country.

Best is to listen to her:

Do you think it´s an inspiring story?

After hearing this incredible story that I feel charged up with positive energy and feel to continue with our mission of achieving sustainable development in the region of la Vera through the promotion of responsible tourism.

Traditional & online Marketing: Blending the Best of Both Worlds

We had the pleasure to have Al Merschen Managing Partner from Myraid marketing. For more information about the speaker follow the link. (http://www.adventuretravel.biz/connect/summit/summit-agenda/2010-featured-content/speakers/)

Presentation for:

  • Tour operators and destination managers.
  • Target market (B-B or B-C) define
  • Create a business plan a marketing strategy (Physiographic, demographic, surroundings, who is my audience, among others.)

There is a problem with the way we address this sector, the terminology has to change:

  • Adventure Travel è no the same for US than for EU, and tourist and customers don’t even know what it is.
  • Ecotourism è Definition is ambiguous, need to be profitable and competitive if you want to have a stable business.
  • Environmentally friendly has to reduce price in order for the today customer to choose over other cheaper offer. Sustainability is seen as a competitive advantage if there is no price difference.
  • Sustainability has to be a competitive advantage when all the requirement of quality and cost has been addressed. Customer will choose sustainability when there is no difference in cost or quality.

Online Marketing

Theory that the web is dead: People surfing the net is decreasing but the number of people using and interacting in social media is growing.

Travel search:

  • Google increase by 6%
  • Yahoo is losing a bit
  • Bing is connecting with yahoo and is increasing 69% in travel searches

Online Usage trends:

  • 10% hotel application use smart phone.
  • 16% trip advisor positive comments
  • 13% of social media site search.

From a Deloitte study carried on May 2010.

Google maps is going to include prices of hotels (direct competition for bookings and reservations). Average number of visits before buying at travel sites is 22. When travel is over 1.000 $ customers don’t even look. Airport fare stops them from going to that destination.

Mobile:

  • We began with a funny story: A young person approached him at the airport and asked him that there was no internet available and wanted to be assured that giving his details to a person through the phone was safe. Should I give my details over the phone, he preferred to do it through PayPal or via web thought it was safer. This shows the change in the new generations.
  • Europe market grew 125%. During May 2010 is a 9.8 Thousand Million business.
  • 54% accessing travel services from smartphones.
  • Mobile technology is here to stay and is increasing.
  • Customer engagement, how do we do the conversions from social to real customers?
  • Apple i-travel connect hotel services, room reservation, temperature of your room, food and beverages of your taste, i-phone card as a room key and remote control.
  • Virtual technology is creating a big impact.
  • Google launch goggles pictures to search the web, take pictures from the telephone and google will tell me where I am.

Social networks.

  • 50% of the population under 30 years old
  • YouTube is the 2nd largest in the world.
  • 75% of housewife’s use social media.
  • 46% growth rate year over year.
  • 1/5 online users publish or have their own blog.

Older America:

  • Women between 45-55 years old most users and increasing
  • Decreasing the number of teenagers.
  • Facebook 500 million users (average is 137 friends)
  • Almost an hour a day
  • Fans page
    • Product spending, fans 28%more likely to spend and 68% more likely to recommend.
    • Tripadvisor and Facebook are linking
      • More exact information; ask the opinions of your friends.
      • Will have the possibility of only seeing your contact opinions.
      • Facebook Places
        • Where are you in the world. I.e. John is in Scotland.
        • Ability to pin point and target customer when they are close.
        • Brands incorporate check ins on fan page

Figures:

  • Twitter: 100 Million users with 50 million tweets each day
  • Linked in: growing to 65 million users
  • Foursquare: 1 million. Geared form mobile, link to twitter and facebook, get discounts, tips, brands can offer deals, growing quick.
  • Youtweetface: Combien the three.
  • Flow town: platform that business use to connect with their customers everywhere in the social media. Connect all the social media, online data Know your customers.
  • Online video: Hulu, 2.600 TV shows (simpsons, 30 rock, lost glee)
    • Try to advertise in the national geographic channel in Hulu.
    • YuMe
      • Video network, preview viedeo, adverts. Combine video viewing by informing customers data. Ability to target to customers, have their taste.
      • YouTube: viral video, Evian Roller Babaies, 100 Million views, started online and then went as a TV commercial on the US.

http://www.youtube.com/watch?v=XQcVllWpwGs

 

The Reality

Online spending is growing. Companies spend around 12.6% of total advertising in 2009. ON campaigns as CTR Click Through Rate, good ROI? 0.1% one in thousand click on the add.

Travel industry is even worse 0.08% CTR from a flash add. CTR works by size and shape.

Case Studies:

Example was the Best Job in the World.

  • Done by Queensland Tourism (Australia) great barrier Reef.
  • 100 million listed to
  • Received 34.000 applications.
  • Increase in touris 0%
  • The majority didn’t know what destination was been promoted (mainly Australia)

Advertising Balance:

The credibility Continuum (What do tourist think of information from):

Advertising spending: Direct mail 98% read it, direct marketing advertising increasing.

Publications & Broadcasts

How to get the best out of your Ipad. Amazon even has 11 printed books on this issue, very strange for an application that substitutes the paper. (Best out of your Iphone).

Amazon has guide books which people still buy:

  • 624 books on Germany
  • 862 books on Scotland.

Power of Magazines

Increase in 11 % in the 12 years of Google. We surf the internet (43 seconds in our website and we are happy). We swim the magazine (43 minutes average time reading a magazine)

Broadcast TV Benefits:

  • Average US citizen 35 hours of TV watching a week
  • Kids 25 hours per week.
  • Adults 48 hours per week.

Broadcast can be truly memorable and is when it’s most effective. The problem is the cost associated but it’s still the way to get an impact on more potential customers.

I.e. Ocean Spray adverts have created a set of commercials which have been very effective in the US making consumer link cranberry juice with Ocean Spray.

This is just one but there are many others.

http://www.youtube.com/watch?v=YWt3lINvXuE

Outdoor advertising

Can be very effective if done correctly, need to know your client and where to place them to have the most impact.

I.e. Goodwill created a campaign based only on billboards which gave them a return of 9$ per 1$ spent.

Goodwill

“It can be difficult to measure the success of any campaign asking for donations, especially cars because it is not a ‘see today donate tomorrow’ scenario. However, ‘billboards’ was consistently the number one response to ‘How did you hear about Goodwill titled goods?’. Along with that, if we take the amount we spend on billboards (almost exclusively how we advertise) we see that for every $1 we spend on billboards, we get back roughly $9 in revenue.  This has increased as we have kept a billboard program in place over several years.”

Without forgetting the 3D Billboards displays. Use transports as billboards, among others.

e. http://www.beyondtraditional.com/?p=50

I. Miller campaign:

http://www.youtube.com/watch?v=L2qPSQuPEfo

Virginia Tourism Corporation

I.e. Virginia tourism used a billboard campaign in the nearby state Washington DC to attract national tourism.

Another important note is that we had a 142% increase in unique visitors over April 2008. Virginia Beach saw a 45% increase in web visits from DC in April (over March).

Radio

We cannot forget the power of the radio and how the Iphones, Ipods have online radio, podcast, people record their programs and listen to them on their free time, when going to work or during lunch. Internet and local station are allways a good mean to get to potential customers.

Domino’s Pizza is to launch its first national radio campaign for seven years, to promote its Texas BBQ line. The sales increased by 9%!

Integrated Media

The key is not to put all the eggs in the same basket. We have to combine efforts and use the different channels and tools available. It’s a matter of combining efforts. The best campaigns always use a variety of means.

I.e. CNN Heroes was a US program that made people vote online but the winners were nominated on a TV show.

I.e. Donuts / Pepsi Max created a web contest for the top 6 videos, 3 from each brand. They were put on air during the super Bowl. If you wanted to know who won or if your advert was a winner you had to view them live.

I.e. Many online magazines have turned to printing issues.

Failure leads to Insights

This is one of the ideas that the US population is keener on. The trial and error, we have to experience in order to learn. We do not have to be afraid of failure as we can learn some very valuable lessons from it.

Try other means.

Marketing famous phrase:

I know half of my advertising works; the only thing is that I don’t know which half.”

Microsoft Tags: Online and traditional banners have to combine efforts. The idea is to merge social and traditional marketing.

Questions:

  • What about the smaller players? (SME´s)

First we need to define precisely who your audience is and use specific publications as ITN (International Travel News), one full page 13,000 $.

Go directly to consumer or distribution channel, CRM Program, talk to them, and get to know what they are looking for. Work with local tourist boards, tell them our needs, look for help and aid programs, promote, and talk to writers, publishers, among others.

  • Editorial and Advertising Person

Non ethical, no payment. How, when, media is it worth the risk?

One page publication in Travel and Leisure for example: Editorial is 3 times more effective, valuable and reliable than advertising.

Tourist board can be very helpful. Free-lances is difficult and you don’t know when is going to come out as the need 50% of editorial but also 50% form the advertising before they can publish the article. Bloggers be careful and is not a very reliable source according to customers.

  1. “Best reason for Advertising is next year”
  2. Very important to always use the same image so the public know who we are.
  3. Target the audience, create a clear strategy and follow it.

 

Visual Story Telling – Producing & Publishing Quality Video on a Dime.

Speakers at this session in the Adventure Travel World Conference include;

  • Chris Noble – General Manager, WorldNomads.com
  • Davin Hutchins – Founder and CEO, NOMADSLAND.

More information about the speakers on this link: (http://www.adventuretravel.biz/connect/summit/summit-agenda/2010-featured-content/speakers/)

Quaity Video on a Dime.

  • Use video as a differentiator / inspire.
  • Story telling is key.
  • Use tweets, Facebook, press releases. (combine efforts)

HD Video is now under 1.000 Dollars. Editing distributing has become affordable.

Signature Videos:

  • 4 or 5 minutes
  • Multiple versions (for T.V., for Youtube, spot, event, etc.)
  • Story telling is key, emotional video, tell an experience, and make people feel part of.

Problem with current videos:

  • Week stories, week interviews, week characters.
  • Need to plan, look for the most suitable story, promote and boost the best features.
  • Amateurish video (no budget) bad quality can be understood if it’s done by our clients, with a certain camera.
  • Be authentic, genuine feeling; try to express an adventure a unique experience.
  • Video tell a story, emotion, interview staff, and look for a unique story.
  • Try to capture the attention in the beginning, tell a story and the impact on the ending!
  • Hotel – Pictures might be better, stationary.
  • PPP (People, Planet, Profit) – reduce carbon footprint, unique person, trip experience.
  • Soft selling, no not be commercially aggressive. Just mention is a great place and is brought to you by us!

Dragonfly Expeditions & Nomads Land, example of video, storytelling: http://www.youtube.com/watch?v=sozYI8yhgUY

World Nomads also showed a video of a development project in Costa Rica, but it’s still not available as its part of a series of documentaries: I leave a link to their website where there are many example videos:

Planning: (type of travel stories)

  • Story of the new or good
  • Story of the people
  • Story took place in an ecosystem, environment, surrounding
  • Story of trekking, activity
  • Story of the founder, traveller’s information, staff.

What camera to buy:

  • Sony, hard drive, extra batteries, computer backup. (1.000 $).
  • Canon Camera with HD (1.000 $).
  • Revel T+I HD videos 19×20 full HD.
  • Different outlets, products – same video can be edited to be used in different events, platforms. The important is to record in high quality in order to be able to modify, use different segments, versions, for website, YouTube, sell your product or promote the destination, among others. (B-B, B-C, Episodes, etc.)

Camera characteristics:

  • Flipcams- take it with you in helmet (small for adventure stories, where a conventional camera is difficult, quality is not that good but viewer understand so it’s no problem, can even be given to tourist for capturing special moments.
  • Audio: use external audio (directional, etc. pump audio, license music)
  • Flash memory or hard drives (local Audio Band)
  • Lighting (very important, (information available at the ATTA´s Hub).
  • Battery life (charge and buy extra for whole day shooting).

Use strong characters

  • Use interviews (anchor interviews 30 minutes). Unite questions between the ones interviewed so that you can move from one to another character. Use personal, historical, mechanical, transitional, philosophical or whatever ideas that are the strong and differentiating characteristic of the company, destination.

Script writing

Transcribe everything; write what to do, create a paper cut, what you are going to do! One page is about two minutes of filming! Record short scenes never more than 10 seconds (the less time and more diverse the better).

Editing:

  • Never more than 20 seconds (except interview)
  • Ideal is 4 to 5 seconds!
  • Tools
    • Windows – Adobe premiere, Sony vegas, movie maker.
    • Mac: Final cut studio, final cut express, Imovie.
    • Always good to have B-role: this is material of scenery, beautiful features, sunsets, landscapes, visitors, film for the editing for crafting the story, set the mood. (always well categorized will aid with professional teams, will reduce costs if you can give this material)
    • ½ of the budget is for editing, 1 day shoot takes two days editing!

Video Hosting:

  • Think of Ipad, Iphone, Mac! Make them available for all platforms.
  • YouTube; Free / HD / Mobile compatibility /
    • Mediocre analytics, views, referring rate, sharing engagement

Managing Expectations:

  • YouTube; do not expect to get all your visits from this channel alone, use leads, from blog, promotion in order to get significant impact and views.
  • Do something to ignite the video!
  • Singular vs Collective voice (me, me, me / us, us, us) conservancy spirit, us believe more people do it in our community destination. Promote more videos.
  • These are just tools, it requires good marketing (conventional) connect tell people. Mix of traditional and social marketing is vital.
  • Promote interactions, What do you think?, ask for comments, send video, share.
  • New conscious / broad audience.

Distribution:

  • Google displays, ads, ad-words, Facebook adds.
  • Email, Facebook, YouTube, connet the different means of communication, marketing.
  • Happy if a visitor is in the website for 5 minutes.
  • Facebook 1 ½ minutes.
  • Think of users with small screen i.e. IPhone.
  • We have the first 10 seconds to draw them and keep them! Reach media.

 

 

In conclusion, we identify that the realization of commercial and advertising travel videos can be done at a relatively low cost and with a professional finish when we plan properly.

CRASH COURSE –Social Media – Digging Deeper … beyond Awareness Building

At this session at the Adventure Travel World Summit in Scotland 2010; we had the opportunity to meet Scot Adams president of Birchbark (http://www.birchbarkmedia.com/) and Kathy Dragon founder and CEO of Travel Dragon (http://traveldragon.com/). For more information on the speakers, click on the link. (http://www.adventuretravel.biz/connect/summit/summit-agenda/2010-featured-content/speakers/)

Scot Adam president of Birchbark Media, a marketing and PR agency, has been helping to market and develop outdoor tourism businesses for over a decade. His passion for outdoor experiences and entrepreneurial determination has allowed him to excel his field. He is the main speaker in the presentation and takes us through the whole process.

The course begins by presenting the idea of the fast growing potential of social media. Some of the key figures include;

  • Facebook figures:
    • 2004 – 1 Million users.
    • 2009 – 350 Million users.
    • 2010 – 500 Million users.
    • Twitter: Over 50 Million twits a day.
    • Youtube: has more than 24 hours of video uploaded per minute.
    • Google: shows 20% daily new keywords.

What hasn’t change is the need to have a strategic reason for doing social media.

  • Still need to sell a value, what it is, what you give and how do you differentiate from the competition.
  • Need to be transparent, authentic, human (Relationship, be yourself)
  • Give and don’t sell!
  • Listen and ask and do not tell.

Kathy Dragon puts out what’s growing interest on social media at the moment.

  • Trip advisor – trip friend: Initiative with Facebook worth to have a look. It combines the recommendation of trip advisor with Facebook friends so that the opinions from trip advisor can be selected from your Facebook friends. Now the opinions in which you rely can be only from people who you know and therefore reducing the possible bad publicity from competitors or opinions from people unknown.
  • Google Images: is growing quickly and with new features, important to carefully tag and name all our pictures so that it can be indexed by the search engine.
  • Facebook “Like” new feed optimization, algorithm
    • Feeds
    • Places
    • Groupon
    • Presentation on the Hub –
      • Edde Rank Algorith
      • When posting, wait for interactions, wait until people connect, different people interacting is better,
      • Post diverse, fotos, links, questions, do not post constantly!
      • Facebook Places
        • Is going to take over Foursquare and Gowala
        • Google image: improving search overhaul, put URL always (traffic to your website)
        • RSS feed.
        • Social media is beginning to be used as a guide, especially twitter is very linked with events and can be a very informative tool for up to date information.

Scott continues with his presentation with; why do you need Social media?

  • Maintaining relationships with clients.
  • Forming new relations.
  • Brand Building.
  • Promotion.
  • Managing disasters.

Promotions have become measurable. Use promos as dig or stumbleuoponit.org. Facebook can use wildfire for promotion, 2 people travel trip, group deal. Use Facebook and video promotion are some of the ideas proposed during the session.

Offering

  • Collect data.
  • Engage fans (gifts).
  • Facebook adds, free, try it (69$ led to 400,000 interactions).
  • Creative offer, look in the hub post link.

Measure

The main tools include Facebook, twitter, YouTube, Flickr but we have to look where our customer are. Do a Google search blog, twitter, Facebook and look a t the left panel in Google that has a lot of features. www.google.com/Insights/search (Keywords)

Look for influencers or anyone who is sharing your content. Add this website add icons for like, tweet and share to our website. Use shorter link (short URL). YouTube, also there is Vimeo for higher quality or flick tv.

How many followers are re-tweeting, we need to look for quality not quantity. Engagement – How often people engaging. Business page on Facebook. Youtube statistics on when are people leaving. Twitter analytics tools very interesting.

Conversion.

How to measure

 

Just ask where you arrive in the web-page to the customer, good feedback to trace the most effective mean for each company.

Free tools include; Social metrics addict.

 

Group Exercise.

We are a Backpacker Company that is present in Facebook and twitter.

Goals:

  1. How to inform social media
  2. Find people that like it
  3. Establish the influencers

Design a strategy for new or existing products, how to attract people.

  • Get the buzz
  • Who are the influencers (Adprosumers)
  • Make content (select the right people. Market analysis
  • What is different about us!
  • Viral Video- post video of what we offer different to the competition.
  • Flip video and the camera!
  • Look for ADPROSUMERS
  • Look for LEADERS

Assignment: We are putting a new product on the market (tent) and we want to use social media marketing.

  • Contest on youtube, video.
  • Who is your consumer, how do they use social media, target wright people through the wright means.
  • Use other platforms, coordinate,
  • Story telling: When my backpacker saved my live – come and shoot our video.
  • Instead of video write a story which will be later put as a video.
  • Outside magazine credibility.
  • Take it to a concert, event (I.e. take the tent to try it) where you can record different experiences.

Include information about destination or product in videos:

  • Re-tweet, re-feed it.
  • Identify.
  • Gives prices.
  • Advocacy.
  • Encourage people (From each group).
  • Post on their blog.
  • Include information of sector in the blog.
  • Always respond in company language.
  • Mistakes or errors, do not debate, be transparent honest.
  • RSS feeds.

 

 

As a conclusion we need to remember that these are tools are not a strategy, so we need to define it before we embark on social media.