Digital Marketing

and Tourism
 Anshul Jain Leon CK Leong
Chief Executive Officer Chief Business Dev Officer
Thoughtbuzz - TO THE NEW Techsailor – TO THE NEW

anshul@thoughtbuzz.com leon@techsailor.com
sg.linkedin.com/in/anshuljain/ sg.linkedin.com/in/leonck/
 GETTING READY FOR A
VACATION?
SOCIAL MEDIA TO YOUR
RESCUE!!

7/4/2014 3
7/4/2014 4
7/4/2014 5
 Travel data will more It is not enough for travel to

TRAVEL COMMUNITIES RE-

than double in the next access or disseminate data —
five years as a result of they must do so in real time or
digitized freight near real time.

INVENTING “SOCIAL”
VOLUME VARIETY VELOCITY VALUE

TripAdvisor has joined forces with Facebook. The logic

Travel notion of value is two
behind the tie up
their was
definitionthat travellers increasingly
As travel companies broaden
of "services" folds. - Theprefer
value from to
seek advice and from
information
product centric to about a destination
information centric, the variety
orcapabilities
operational property
improving internal
&
from friends,
of data willfriends of friends, and family.
expand significantly improving the consumer
experience and generating
incremental revenue
HOW DO TRAVEL COMPANIES UTILIZE BIG
DATA FROM THIS CLUTTER

Flight
timings/
Availability

Service/
Travel/
Ambience/
preferences
Price
Maps &
Directions

Baggage
collection Advance Restaurants
booking
Cancellatio
ns
 SOCIAL MEDIA BIG DATA USE CASES

LISTENING,
INDUSTRY RESPONSE
MGMT
PRODUCT

CRISIS SOCIAL
MGMT HARNESSING CRM
BRAND
SOCIAL MEDIA
IN TRAVEL
INDUSTRY

 Customer analytics and loyalty marketing

BUILDING
 Customer Buying Patterns Analytics DISCOUNT
COMMUN
DEALS
 Predictive Product Pricing ITIES
 Capacity and pricing optimization -
Predictive maintenance optimization
 Developing relevant content & creating
Marketing content
7/4/2014 8
1.
TRUST ON EARNRED MEDIA WORKS WORLDWIDE ON CONSUMERS:
92% Of consumers around the world say they trust earned media, such as word-
of-mouth and recommendations from friends and family

2. DEVICE & MEDIA IS NOT AN ISSUE: 85% of travellers use smartphones

while on vacation, and 46% use tablets for finding directions & accessing Social
Media

3.
THINK BEYOND REGULAR DIGITAL AD SPEND, TRAVEL MOVES TO
SOCIAL: Above all other forms of advertising, there is a marginal increase of 18%
in social media listening/ CRM tools since 2007. This depicts a major mind shift in
consumer’s mind

TOP 5 USES OF SOCIAL MEDIA WHILE TRAVELLING: Take Photos, Use

4.
Map Features, Search Restaurants, Search activities & attractions, Check-In prior to
flight

7/4/2014 9
Tip #1:
Enhance the Customer
Experience
#1: Enhance the Customer Experience

“ Audiences are often inundated

(and at times irritated) by the
amount of advertising and
marketing online”
#1: Enhance the Customer Experience

Tourism is about
the experiences
and memories
(ultimately finding
their way onto
Social Media)
#1: Enhance the Customer Experience

“ Be at the centre of these

customer experiences
and memories”
#1: Enhance the Customer Experience

Case Study

Sweden’s Västtrafik
redefines the public
transport experience
for tourists with a
mobile application
Tip #2:
Develop Compelling
Content
#2: Develop Compelling Content

“ Content is (still) King.

But let’s not forget
Context”
#2: Develop Compelling Content

Westjet Christmas Miracle

#2: Develop Compelling Content

“ The community is
doing the sharing.
It’s something
they want to talk
about.”
Richard Bartrem,
VP Comms, Westjet
35.7 Million views (and
still counting!)
#2: Develop Compelling Content

“ Talk about what

matters to your
audiences and not
just what matters
to you (context)”
Tip #3:
Integrate and Track across
Channels
#3: Integrate and Track across Channels

“ Technology silos make it impossible to

understand both the impact of campaigns,
and the behaviour of customers, across
multiple channels”
- Forrester
#3: Integrate and Track across Channels

“ Who are your

target audiences,
which channels are
you using and what
are your KPIs?”
- Techsailor
#3: Integrate and Track across Channels

“ Integrated Digital Marketing involves all

platforms and channels interoperating in a
synergized, trackable ecosystem” - Techsailor
#3: Integrate and Track across Channels

“ Don’t measure what you can, measure

what you should”
- Philip Sheldrake
3 tips:
Enhance the Customer Experience
Develop Compelling Content
Integrate and Track across Channels
 Thank You!
If you would like a copy of the slides

Email Leon leon@techsailor.com OR

Anshul anshul@thoughtbuzz.com