Tourism - Adding Digital to those #Moments
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Tourism Adding Digital to those #Moments
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Tourism - Adding Digital to those #Moments Leon CK Leong, Chief Business Development Officer, Techsailor, presented this deck at iMedia Brand Summits, Asia. #imbsummit
Transcript of Tourism - Adding Digital to those #Moments
Tourism
Adding Digital to those
#Moments
Leon CK Leong Chief Business Development Officer
Techsailor – TO THE NEW
[email protected] sg.linkedin.com/in/leonck/
Email me if you’d like to have the slides
3 Tips
On Digital Marketing
for Tourism
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
(#Moments that
are commonly
shared on 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!)
Talk about what
matters to your
audiences and not
just what matters
to you (context)”
#2: Develop Compelling Content
“
Tip #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
If you can’t measure it, you can’t
manage it.”
- Peter Drucker
“
#3: Integrate and Track across Channels
Social CRM
Socializing Customer
Relations
Turning Customers into Friends
economically driven
emotionally driven
Brand and Customer
relationships should
not be just about
contests, prizes and
promotions”
“
Build touch points with your audiences
Service
Feedback
Ideas
Advocacy
Loyalty
Experience
Social
On platforms where your target
audiences are active
Only 6 out of 25 use cases in general use
My Starbucks
Ideas collected
close to
200,000 user-generated ideas
Starbucks: Customer Innovations
Lenovo’s Peer Support Community led to a 20% decrease in laptop service call volumes
Lenovo: Customer Service/Support
Västtrafik: Customer Experience
Sweden’s Västtrafik
redefines the
public transport
experience for
tourists with a
mobile application
Technology
3 sides to Cross-Channel Integration
People
Understand your
Customer’s Journey
Identify your Brand’s
Influencers
Process
Connecting
Social Data with
Business KPIs
Bridging
Technology Silos
in the business
Technology
Technology audit on
existing systems
Integration of Social
CRM Functions /
Products
Technology
Technology audit on
existing systems
Integration of Social
CRM Functions /
Products
Email Leon [email protected] OR
Anshul [email protected]
If you would like a copy of the slides
Creating new customer experiences
on Social Media
