Six Hat Thinking Damian Groark CEO Challenging Learning [email protected].
Damian cook introduction
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MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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BRANDING
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BUSINESS
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BRANDINGTO BUSINESS
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IT WAS QUITE A DAY...
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IT’S BEEN QUITE
A YEAR....
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LET’S START WITH REGIONAL TOURISM...
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BUT
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Bad News Travels
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Social media offers alternative positive
viewpoints
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AND NOW TO THE GLOBAL ECONOMY...
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EVERYONE IS TALKING ABOUT
GROWTH
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NO MATTER WHATTRAVEL IS NEVER
GOING TO GET ANY CHEAPER
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THE FUTURE OF GROWTH WILL BE ABOUT YIELD AND
NOT ARRIVALS
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IF YOUR BUSINESS MODEL IS ABOUT CONSTANT GROWING NUMBERS
YOU MAY BE IN TROUBLE
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LESS CAN BE MORE
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THE FUTURE TRAVELLER WILL TRAVEL LESS AND
EXPECT MORE...
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PLANNING FOR THE FUTURE MEANS LOOKING AT ALL THE FACTS... NOT
JUST THE ONES THAT SUIT US
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SOME FACTS WE CAN’T DENY
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FOR EXAMPLE...
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WHAT DID HE SAY?
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WHAT?
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SO WHAT?
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THE FUTURE IS ONLINE• 56% of all travel is now researched, booked
bought and sold online
• 96% of travellers start their research on the internet
• In the recession online travel sales suffered the least (2% down) and have already bounced back- by just over 7%
SOURCE: PhocusWright/ETC2010
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THE FUTURE IS SOCIAL• 30% on average of all time online is spent
social networking
• Facebook is one of the largest populations on earth with 700 Million people
• Social media is more popular and powerful than TV and print media combined
SOURCE: ETC/WIS2010/Comscore
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E-Tourism means• Communicating the right
• Content across a variety of
• Channels to the best value
• Clients who will
• Convert to a sale and keep
• Coming back
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Where are the Young?
Half of the world’s population is now under 30
They are your current and future market... and they can be hard to pin down
If you are looking for them: one billion of them are online...
SOURCE: WorldPopulationFoundation(WPF)/UN
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North
America
253m
Europe
418m
Middle
East 57m
Africa
67m
Central/South
America 179m
Asia
738m
Oceania/
Australasia
21m
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Net Generation• Are you ready for them?
• The first ‘digital generation’ has arrived- aged between 11 and 31
• They grew up with access to computers and the internet
• Vastly different from previous generations
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They Think Different• They read 7 books, 2,800 web pages and over
1,300 Facebook profiles each year
• 71% never read a newpaper... ever
• They use the Internet more than they watch TV
• They are connected to extensive and trusted networks of friends
• They increasingly use their phones rather than their computers
SOURCE: GrownUPDigital?eMarketer
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They Speak Different• LOL, OMG, LMAO Now in the
Dictionary
• ROLFMAO , JK, BRB, NKT etc coming soon
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FreedomMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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CustomizationMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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ScrutinyMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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IntegrityMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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CollaborationMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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EntertainmentMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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SpeedMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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InnovationMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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OK.. they do have some issues
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REJECTION OF COMPLEXITY
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Had I the heavens' embroidered cloths,Enwrought with golden and silver light,
The blue and the dim and the dark clothsOf night and light and the half-light,
I would spread the cloths under your feet:But I, being poor, have only my dreams;
I have spread my dreams under your feet;Tread softly because you tread on my dreams.
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OR....
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Is this a negative?
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Some ‘negative’ elements are marketing
positives
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In psychological terms what behaviour drives
most social media activity?
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What’s changed for Tourism?
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E-Tourism • Online activity has become habitual and practical
including shopping
• For the past 4 years Travel is now the best selling commodity online
• For over 96% of travellers it is their primary source of information about travel- and increasingly their means of selecting booking and buying- 56% on average
• Over US $160 Billion in Online Travel Sales
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Leading Source for Travel Information
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‘Conversion’ is driving the online market...
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Business Driven
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eBusiness Challenges• The Sales environment increasingly requires realtime
reservation accessibility
• This requires a reservation software which can integrate with an e-commerce solution
• Inventory ideally should be available to be represented for direct bookings from your site and open to intermediary sale
• As activity becomes realtime bookable there will be a control shift to accommodation
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Conversion• There is so much competition in the marketplace
and so much demand from the market for sales that CONVERSION of interest to sale is essential
• As search and social becomes increasingly monetized branding alone is not a good investment
• To see return on your online investment you need to convert
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You need a Call to Action...
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Call to Action?
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But what are we calling them to do?
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Don’t just focus on entry... Focus on Exit
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3 Means of Conversion
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(A) BOOKING
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(B) ENQUIRYMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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(C) REGISTRATION
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But How do we get them to convert?
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Conversion Campaigns for Tourism
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THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING
BLAND GENERIC STATEMENTS
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ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND
SOCIAL MEDIA
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STRONG UNIQUE MESSAGING
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MATCHING UNIQUE PRODUCTS TO
UNIQUE PEOPLE
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CAMPAIGNS BEYOND
CONVENTIONALMEDIA
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The Web is Changing Fast...
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UGC
• Blogs
• Images
• Video
• Wikis
• Reviews
• Social Profiles
• Tweets
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What Does That Mean in Marketing Terms?
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Our Users Are In ControlMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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You need to work with them...
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Facebook is writing autobiographies...
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Our Profiles are how we want the world to
see us...
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How do you let your guests be seen...?
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ENTIRE CAMPAIGNS ARE NOW RUN
VIRALLY BY LEADING BRANDS
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CASE STUDY:T-MOBILE SUMMER
2011
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IT TAKES CREATIVITY- EVEN AN AIRPORT CAN GO VIRAL...
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CASE STUDY:BEIRUT
INTERNATIONAL DUTY FREE
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UGC works best
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CASE STUDY:LEVELS OF UGC ENGAGEMENT
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Sourced UGC
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Leveraged UGC
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One Day in Canada
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Pure UGC
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Africa goes Viral• ‘The Battle at Kruger’ a tourists video shot in
South Africa has become the 12th most popular video on YouTube
• It has been viewed over 62,499,000 times and counting
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Everyone wants the latest viral hit...
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And to monetize it...
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How does your content connect to
clients and drive conversion?
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SOCIAL & SEARCH
!"#$%&'()#*+,#-%(.+/)'#,(#.,01'(2#,0340'#/('#/35,)2#/)#346'3,#%)'#/#.,5$40/7,0#,8##)'/(.+#/09#),.4/3#('),%(.')#:;<=>#/)#2+'&#/('#2,#%)'#?%)2#)'/(.+#:@A=>#/3,0B#2+'#-/2+#2,##C%(.+/)'D##!"#$%&'%(#)*+(,-#./$#.(,(#&(0#1$#1/(',#2*,3/4-(#)+#4#-(4,3/#(%5'%(#$,#-$3'4(0'4#-'1(7##8$9(6)(,#:;<;=##
>*,1/(,6$,(7#./(%#3$%-*6(,-#.(,(#(?2$-(0#1$#)$1/#),4%0@-2(3'A3#-(4,3/#,(-*&1-#4%0#-$3'4(0'47#-(4,3/#3&'3B#1/,$*5/#,41(-#'%3,(4-(0#)+#CDEF#
E+'#C/2+#2,#C%(.+/)'#
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",.4/3#
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SOCIAL MEDIA IS DYNAMIC, REALTIME & HIGHLY TARGETED
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Social Conversion• Spending on Social Media Advertising has
doubled in the last year
• Ad spend on Facebook in 2010: $1.3 Billion
• Video Advertising had grown but not as radically
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SOCIAL SELLS
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>*,1/(,6$,(7#./(%#3$%-*6(,-#.(,(#(?2$-(0#1$#)$1/#),4%0@-2(3'A3#-(4,3/#,(-*&1-#4%0#-$3'4(0'47#-(4,3/#3&'3B#1/,$*5/#,41(-#'%3,(4-(0#)+#CDEF#
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SOCIAL SELLS• What was most important to them?
• Users reviews: 30%
• Facebook: 17%
• Video-sharing (e.g. YouTube): 14%
• Twitter: 9%
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SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL
RECOMMENDATION
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SOCIAL ON THE ROAD
• 72.7% of US social network users accessed social networks at least daily while they were travelling.
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VICARIOUS TRAVELMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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Multiplying the Travel Experience• The vicarious travel experience effectively
means that each person is now travelling with an average of 120 spectators
• These are not passive spectators
• They are engaging, commenting and recommending constantly
• Travel suppliers now need to be a part of this atmosphere of constant engagement
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SUCCESSFUL SOCIAL MEDIA CONVERSION
REQUIRES CONSTANT
ENGAGEMENT
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ENGAGEMENT• Engagement means a point of contact on
social media
• Making a post or publishing content is not engagement
• Engagement is when people respond, react and interact with your content
• This is key for profile and conversion
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YOU HAVE TO ENCOURAGE CONSTANT
ENGAGEMENT
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THE NEW FACEBOOK IS DESIGNED TO
MAXIMIZE ENGAGEMENT
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Encouraging Engagement via UGC
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Let’s be realistic...
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People will talk about these hotels...
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But not this...
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You need great content
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THE SINGLE STUPIDEST THING
YOU CAN DO IF YOU WANT GOOD UGC
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AND LOTS OF TOURISM BUSINESSES
DO IT...
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QUESTION...
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DO HOTELS GIVE GUESTS AN
ELECTRICITY AND WATER BILL WHEN
THEY CHECK OUT?...
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THAT WOULD BE CRAZY...
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THEN
WHYDO YOU CHARGE THEM TO USE THE
INTERNET?...
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Response time is speeding up...
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Mobile Web• Rate of phone growth is phenomenal
• Phones are no longer just for talking- they are an online means for accessing and publishing content
• People Travel with their phones as a tool, guide and assistant
• SATNAV directs the Tourist as they travel
• SMS communication to in-destination travellers
• Mobile Payments
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TRAVELMOBILE
• Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity.
• In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone.
• Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays.
• Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone.
• One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
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All About AppsMASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
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THE FUTURE KNOWS WHERE IT’S AT
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Facebook Places• Does the same as Foursquare without the
middle man
• One button check in
• Is becoming an extremely popular tool for destination marketing
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INTEGRATED CAMPAIGNS• Successful campaigns use an integrated
combination of online and offline
• Initial online content is PR promoted to raise awareness and encourage initial engagement
• Ongoing engagement is monitored and measured
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Face the FutureThe Time has come to move
beyond branding and into business
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Face the FutureTourism marketing has become predominantly digital and social
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World of OpportunityAs marketers this offers you
a chance to build rich, powerful and successful
global campaigns
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Business DrivenTo sustain digital marketing it can no longer be about brand value but ROI via conversion
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IntegrateCombine Search, Social and
offline support to drive conversion and sales
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CollaborateDevelop relationships between
marketers, their clients and partners to create and utilize
realtime social content
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Become BookableEnsure you have a realtime, e-commerce enabled reservation system and allocate inventory
online
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Become VisibleMake sure you are present on
Google Map layers: Sign Up and follow the instructions:
www.google.com/placesforbusiness
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Become VisibleMake sure you set up your
Facebook Fan Page:www.facebook.com/pages/create.php
and
www.youtube.com/watch?v=pSstaGFTP-g
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Become VisibleMake sure you set up your
business on Facebook Places:http://www.allfacebook.com/facebook-places-
business-2010-08
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Become VisibleCreate a YouTube Channel:
www.youtube.com/pdf/YouTube_Brand_Channel_Redesign.pdf
and
mashable.com/2010/04/26/branded-youtube-channel/
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ConvertFocus on Conversion to Sales:
http://www.widerfunnel.com/conversion-rate-optimization/31-conversion-optimization-tips-and-
counting
http://padicode.com/blog/conversion-rate/conversion-optimization-tips/
http://unbounce.com/conversion-rate-optimization/544-conversion-rate-optimization-tips/
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MeasureMake use of Google Analytics:
www.google.com/analytics/
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THANK YOU
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