Yass Valley and Canberra and the Capital Region has been growing its online tourism profile and attracting more visitors than ever before. Is your business leading the pack or lagging behind? In this four hour session originally presented at Tallagandra Hill Winery in Gundaroo participants learnt about what they should be spending their time and money on to stay competitive in the local and interstate online marketplace. They explored their digital business road map, learnt the latest trends and information about digital marketing and picked up tips on how to evaluate to ensure you are getting the best return on investment. Topics included social media, mobile websites, making the most out of email, online advertising, trip advisor, google analytics and online booking systems and using technology in your business. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.au

1. Capital Region
Digital Tourism 101
Todd + Rachel Wright - Threesides Marketing
February 2014
Tallagandra Hill Winery, Gundaroo

2. Housekeeping

3. Our Mission
To provide energised leadership,
share innovative solutions, broker
positive relationships and deliver
valued projects to the region.
Regional Priorities
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Regional Development Planning
Education, Employment &
Investment
Transport – Infrastructure &
Services
Regional Food
Digital Economy Transition
Living & Working Sustainably

4. Key Initiatives
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South East Region of Renewable Energy Excellence
Regional Sponsored Migration Scheme
Southern NSW Harvest Association
Capital Region Digital Enterprise Program
How We Can Help
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You
Access to government programs
Advice and training
Sourcing skilled labour
Grants - support and data
Networks and contacts

5. Find out
More
Richard Everson
Project Officer
Mob. 0427 27 27 54
richard@rdasi.org.au
www.rdasi.org.au

6. www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides

7. We help these businesses with their online marketing:
Old Bus Depot Markets
National Parks NSW
Yass Valley Council - Tourism
Lantern Apartments Thredbo
Destination Marketing Store
Saphire Coast Tourism
DDCS Lawyers
(and more…)

8. Overview
1. Your plan: Digital Travel Lifecycle,
Target Market,Digital Footprint,
Budget, reporting
2. Your tactics: Search, Local
Listings, Distribution, Direct
marketing, Social, Sales

9. What can we achieve today?
Inform
Inspire
Direct

10. YOUR PLAN

11. Aussies are now
spending on average
23.3 hours online each
week, 3.5 times more
than the 6.7 hours we
were spending online
back in 2003.

13. Digital Travel Lifecycle
The Stages a tourist
goes through and
their digital touch
points.
(See handout)

14. Who are we even speaking to?
• What is your customer profile?
(Demo, Geo, Pyschographics)
• How many segments do you have?
• How do they interact with your business online?
• What is the most enriching form of content for
them?
• What are they motivated by?
• Is our digital information meeting their needs?

15. Your business digital footprint
1. What does your
business look like
online right now?
2. Where can I find you?
3. Where can’t I find you?
4. What do I find when I
get there?
FIND, BUILD, GROW

16. Budget
Almost three-quarters of Australian companies are
planning to increase digital spend this year, with
digital marketing budgets expected to increase
an average of 28%.
Responsys digital marketing report April 2013
(850 marketing managers surveyed)

17. Budget
Questions:
1. What is your total marketing budget
2. What % is digital
3. Split digital into tactics – email, website, social,
advertising. other
4. Estimate ROI of each activity area
5. Can you increase / decrease budget
to affect results?

18. Reporting: What are you measuring online?
Is what you are doing working?
1. Website analytics - conversions
2. Social Media – Engagement + Reach+ Sentiment
3. Reviews – Sentiment + issues resolved
4. Search – SERP’s + Page views
5. SEM – Clicks + Conversion
6. Contact forms – leads
7. Ecommerce – direct sales
8. Budget – ROI of activities

19. YOUR TACTICS

20. ONLINE
MARKETING
PLAN+ TACTICS
WEBSITE &
Content
LOCAL
REVIEW
Sites
Digital
Footprint
Target
market
Digital
Tactics
SOCIAL
Media
Plan + Tactics
Budget
Reporting
Listings +
Content
Distribution
DIRECT
marketing EMAIL
LINKS
connections
SEARCH
SEO/SEM
SALES &
Distribution

21. Create a google account
https://accounts.google.com/SignUp

22. SEARCH

23. SEARCH ENGINES

24. Google = 92%
Bing + Yahoo = 8%
Australian
Search
Engine Use

25. SEARCH TOOLS
ADS
Google Places
Organic / Free
LISTINGS
Google Places

26. Search engines – how they work: Free Listings
Keywords + Content
Links

27. Search Engine Optimisation

29. 200 different ingredients in
their ‘secret recipe’

30. Website + Other sites
Optimise your
website +
optimise your
digital presence

31. 1. FRESH, KEYWORD
OPTIMISED CONTENT
2.WEBSITE
SET UP
3. QUALITY
BACKLINKS
4. SITE
STRUCTURE
5. OFF
PAGE

32. TOURISM
KEYWORDS

33. What are your kewyords?
IDEAS:
Business name
Products and service
Geographical location
Industry
Competitors
Price
Quality

34. Keyword Planner
http://adwords.google.com.au

35. Monitor the web with Google Alerts
www.google.com/alerts

36. http://www.woorank.com/
http://bit.ly/1ig2y52

37. Let’s ‘woorank’ a website
A volunteer please…

38. LOCAL LISTINGS+
CONTENT
DISTRIBUTION

39. http://www.google.com.au/business/placesforbusiness

42. ATDW

44. Content Distribution Channels
Australian Tourism Data Warehouse
 Descriptions, Events, Photos, Video
 Multiple distribution Channels incl.
Visit Canberra, Visit NSW
 Don’t underestimate the value of
low cost content distribution
channels

45. Local tourism sites
http://www.visitnsw.com/ Get connected
http://www.visitcanberra.com.au/
ATDW listing
http://www.yassvalley.com.au/
direct listing

46. WEBSITE MOBILE
OPTIMISATION

47. From desktop to mobile- why??
 Mobile sales have already
overtaken desktop sales, and
mobile internet usage is
predicted to overtake desktop
internet usage by 2014
 67% of users claim they are
more likely to purchase from
a mobile-friendly website
Source: http://searchenginewatch.com

48. Mobile what?
Fully Mobile Optimised +
Responsive website
• Can detect the size of the
viewing device and adapts to
suit
• Folds to suit screen size
Mobile friendly
• Website that functions correctly
on a mobile device
• Tiny scaled down version of a
site
• Doesn’t break on mobile
m. - Mobile website
• Completely separate website
designed specifically for use on
a small mobile device
• m.yourwebsite.com.au

49. Desktop version
Mobile version

50. ELECTRONIC
DIRECT
MARKETING

51. Email Marketing
1. One to one online direct marketing
2. Designed to create an action
3. Distributed to a identified list of subscribers
4. Message well structured and targeted
5. Ability to track and report results

52. Think about:
1. Design
2. List Aquisition
3. Calls to action
4. News
5. Offer
6. Social links
7. Mobile usability
8. Tracking
9. Frequency

53. The tools
1. Mail Chimp – www.mailchimp.com
2. Constant Contact –
www.constantcontact.com
3. Vertical Response www.verticalresponse.com
4. Threemail – www.threemail.com.au

54. ONLINE
BOOKINGS AND
SALES

55. The quickest way to make money
Make it easy for
people to spend
it with you!

56. The 2 big online sales questions?
1.Can I buy your product
from your website?
2.Can I buy your product
from another website?

57. Tourism Distribution Channels
1. Direct via your website
2. Visitor Information Centres
3. Regional tourism brochures or travel planners
4. Online via regional, state or commercial websites
5. Retailers, travel agents or booking agents
6. Experience websites – godo, red balloon etc.
7. Wholesalers
8. Inbound tour operators

58. The Tools
1. Ecommerce system /
Third party account
2. Payment gateway
3. Bank / Online
merchant account

59. www.thebookingbutton.com.au

60. Payment Gateways
 Shopping cart system (Website)
 Payment Gateway (Cash Register)
 Online merchant account (your bank)
Eway – eway.com.au
Paypal – paypal.com.au

61. The questions to ask:
1. What are you selling
2. What do you need to sell it
1. Website + Shopping cart
2. Subscription to another distribution site
3. Payment options
4. Shipping options (if tangible)
5. After sales support
3. How will you secure the store
4. How will you maintain the store
5. How will you promote the store.

62. SOCIAL MEDIA

64. The big 3 social travel options
Trip Advisor
Facebook
Youtube

65. www.tripadvisor.com.au

66. Trip Advisor
1. Own your business listing
2. Respond to reviews
3. Upload images
4. Search forum threads and get involved
5. Monitor competitors / partners
6. Embed in your website
7. Promote in your marketing
8. Leave your own reviews as you travel
9. Advertise

67. Trip advisor email

68. www.facebook.com.au

70. Facebook
1. Create a business page
2. Add cover pic and profile
3. Add your content to timeline
4. Create your content themes
5. Post 2-3 days a week
6. Run competitions and offers
7. Respond to posts and questions
8. Keep on top of your insights
9. Advertise

71. www.youtube.com.au

73. Youtube
1. Create a business channel
2. Add channel art, profile and links
3. Create video ideas / themes
4. Post 1 video / month
5. Add video to your channel, embed in website,
email, link to facebook
6. Advertise

74. GET STARTED

77. Workshops and Consultations
Workshops
 Series of 17 workshop topics over the next 12
months
 Free sessions – subsidised by federal government
– in Queanbeyan and across the region
Digital Consultations
 4 hour digital business consultations
 Develop and digital business plan
 Identify 3 get started now actions
 Help you start in the right digital direction

78. Workshop feedback
https://forms.communications.gov.au/
enterprisegroupfeedback
Verification word: summer

79. Stay in touch
Website:
www.crde.com.au
Call the office:
62970933
Stay on our email list
Tell a friend!