Paolo Torchio & Amanda Webb – September 2007 34

6) Developing & Implementing

a Web 2.0 Strategy

Paolo Torchio & Amanda Webb – September 2007 35

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 36

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 37

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 38

Web 2.0 Opportunity Framework

Fig 1:Web 2.0 Opportunity Framework

7) Consumer Profiling

6) Customer Service

5) Customer Engagement

4) Customer Acquisition

3) Brand Awareness

2) Brand Reinforcement

1) Reputation Monitoring & Management

OBJECTIVE

Paolo Torchio & Amanda Webb – September 2007 39

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 40

Web 2.0 Opportunity Framework

3) Brand Awareness

2) Brand Reinforcement

• With the Web 1.0 a marketer relied on someone finding a company’s Website via Search Engines, communication pushed directly to theconsumer (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 41

Web 2.0 Opportunity Framework

3) Brand Awareness

2) Brand Reinforcement

• 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 42

Web 2.0 Opportunity Framework

3) Brand Awareness

2) Brand Reinforcement

• 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 43

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 44

Web 2.0 Opportunity Framework

6) Customer Service

5) Customer Engagement

• 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 45

Web 2.0 Opportunity Framework

6) Customer Service

5) Customer Engagement

• 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,

• combine with reviews; series of 360deg images strung together with a mapping

Paolo Torchio & Amanda Webb – September 2007 46

Paolo Torchio & Amanda Webb – September 2007 47

Web 2.0 Opportunity Framework

7) Consumer Profiling

• Without a website profile

– Where are visitors coming from and what groups of content do theview 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

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Paolo Torchio & Amanda Webb – September 2007 49

• http://ctoonlinemarketers.ning.com/forum/topic/show?id=1034145%3ATopic%3A912&page=1&commentId=1034145%3AComment%3A923#1034145Comment923

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