6) Developing & Implementing
a Web 2.0 Strategy
Paolo Torchio & Amanda Webb – September 2007
34
Where to start ?
Discussion:
How are you currently, or planning to
leverage Web 2.0 over the course of the
next year ?
•
Please post this to the CTO network Forum
Paolo Torchio & Amanda Webb – September 2007
35
Where to Start ?
• Why do anything?
• Should you be an early adopter?
• One safe approach would be to employ a wait and see
philosophy
• There is no compelling data yet to clearly demonstrate the
return on investment in developing a Web. 2.0 application or
embracing its viral marketing opportunities.
• HOWEVER - as outlined prior : consumers are fully engaged
and content is being generated about your brand, your
destination, your business and even you.
• At minimum a clear strategy encompassing online reputation
management should be part of every travel marketer’s plan
Paolo Torchio & Amanda Webb – September 2007
36
Where to Start ?
• As with everything else we do a best practice is to establish
some objectives
•
What follows is a simple framework to evaluate the
opportunities presented by Web 2.0
• With these objectives one can then tactically evaluate the
options to take advantage of each opportunity and evaluate from
a cost benefit standpoint
• Consideration for measurement for Web 2.0 comes later today
Paolo Torchio & Amanda Webb – September 2007
37
Web 2.0 Opportunity Framework
OBJECTIVE
1) Reputation Monitoring & Management
2) Brand Reinforcement
3) Brand Awareness
4) Customer Acquisition
5) Customer Engagement
6) Customer Service
7) Consumer Profiling
Fig 1:Web 2.0 Opportunity Framework
Paolo Torchio & Amanda Webb – September 2007
38
Web 2.0 Opportunity Framework
1) Reputation Monitoring & Management
• Monitor Blogosphere & Reviewosphere
– a court of public opinion has evolved where
discussions about everything from your brand,
destination, company and products are appearing,
being read and being added to.
– Fortunately the same applies to your competition
– Leverage RSS – we will have an exercise later
today
Paolo Torchio & Amanda Webb – September 2007
39
Web 2.0 Opportunity Framework
2) Brand Reinforcement
3) Brand Awareness
•
With the Web 1.0 a marketer relied on someone finding a company’s
Website via Search Engines, communication pushed directly to the
consumer (email), or a Linkage Partnership developed between a third
party Website and their own
•
With Web 2.0 a myriad of new touch points are being constantly created
by consumers Blogging, reviewing, making recommendations, creating
trip itineraries, uploading photographs and other media.
•
Many of the social community sites are beginning to profile like minded
individuals and pushing relevant content to them. This is reinforcing their
brand proposition as becoming reliable sources of customized relevant
information
Paolo Torchio & Amanda Webb – September 2007
40
Web 2.0 Opportunity Framework
2) Brand Reinforcement
3) Brand Awareness
•
Make a consumer aware of your brand through the message
another consumer generated (Brand Awareness)
•
Further educating a consumer about your brand (Brand
Reinforcement)
•
Maintain a profile listing for your brand on all relevant review and
social community Websites.
•
In many cases reviews, recommendations and posts need to be
attached to a profile of the brand being posted about.
Paolo Torchio & Amanda Webb – September 2007
41
Web 2.0 Opportunity Framework
2) Brand Reinforcement
3) Brand Awareness
•
Utilize the techniques discussed yesterday to tap into these
networks to start the discussions
– Promote events
– Press releases
– Create buzz!
Paolo Torchio & Amanda Webb – September 2007
42
Web 2.0 Opportunity Framework
4) Customer Acquisition
•
Simple link back to your main website
•
The website then takes over to encourage the visitor take the
action desired: make a purchase, opt in etc
•
Inherent Link building and SEO benefits
•
Pay-Per-Click and Interactive Media within the channels
•
Contextual advertising vs. run of site
Paolo Torchio & Amanda Webb – September 2007
43
Web 2.0 Opportunity Framework
5) Customer Engagement
6) Customer Service
•
Web 2.0 has also presented new online technology opportunities
•
Engage with the customer and give them useful tools
•
Solve their problems
•
Make their planning easier
•
Make collaboration & discovery possible: probably the biggest
opportunity in travel!
Paolo Torchio & Amanda Webb – September 2007
44
Web 2.0 Opportunity Framework
5) Customer Engagement
6) Customer Service
•
The Web page can now be designed to provide a richer online
application.
•
Programming languages take advantage of data structured in XML
format.
•
These technologies can be leveraged to extend the customer service
experience beyond the destination, enriching the planning experience
•
Examples
•
include mash-ups combining information from multiple Websites in one interface:
to plot hotels and hotel content on a customizable map,
•
Paolo Torchio & Amanda Webb – September 2007
combine with
reviews; series of 360deg images strung together with a mapping
45
Paolo Torchio & Amanda Webb – September 2007
46
Web 2.0 Opportunity Framework
7) Consumer Profiling
•
Without a website profile
– Where are visitors coming from and what groups of content do the
view on the site
– What combinations of content do users vie and contribute to
•
With a website profile
– The profile can give you valuable insight in content viewed, actions
taken and frequency
– Combining this with content generated and tags can yield powerful
insight into users
Paolo Torchio & Amanda Webb – September 2007
47
Paolo Torchio & Amanda Webb – September 2007
48
• http://ctoonlinemarketers.ning.com/forum/topic/show?id=103414
5%3ATopic%3A912&page=1&commentId=1034145%3AComm
ent%3A923#1034145Comment923
Go to CRM
Paolo Torchio & Amanda Webb – September 2007
49