How should we articulate the need for e-Marketing Plan?

1. Managing E-Marketing Plan Part 1 (Presentation)How to develop the plan & focus on Social Media tools Boris.Kapitanovic@INVENTERA.net 15 December 2009IOETI e-Marketing Conference El Gouna, Egypt aim 1

2. Aim of Presentation To point out the big picture of preparing the e-Marketing Plan Point out some of the potential challengesexperienced during the proces of Plan preparation and management Background in Public & Private Organizations that operate at Global/International, Regional and Local Level PART 2: Focus on plan preparation will be on THURSDAY’s WORKSHOP! 1st, 3rd, 5th session (6th = 1on1 after the workshops) 2nd & 4th – Prof. Dr. Dimitrios Buhalis Personal aim 2

3. My Personal Mission for Today’s Presentation That you get at least 1 idea which you (would like to) carry out in the near future during your e-Marketing activities And to be able to articulate the business needs for “managed e-marketing plan“ to your managers or team-members Cutting e-marketing budget? About Boris 3

4. About Boris  – www.Boris2.com From Slovenia, most of the time operating outside the country :) 17+ years in IT ~15 years in IT Consulting & Software Development Management for SMEs & Global Organizations 9 years on/off in Travel & Tourism Sector; Jan-June 2009 in Egypt! In between 2 years managing Global IT Services for 22 countries Specialized in: Delivering positive business CHANGE supported by IT into organizations (30% technology – 70% people/process/culture/etc) Portals – inter, intra, extra-net (info architecture, usability, development, optimization & process change management! Project Management & ITSM (PMI, PRINCE 2, Crystal, ITIL, COBIT) E-Marketing as a process & tools (CRM & optimization SEO/SEM/SNO/SNM/SMM) around it Personal: Just got a second child – baby boy Tim (some of you may Tinkara) After 20+ years of windsurfing - kitesurfing beginner agenda 4

5. Agenda Warm-up: Some trends from the industry The e-Marketing Plan – where do we start/continue The Process of Planning “the Plan” Managing as a Project which delivers the Process Key components of “the Change” Some of challenges during the planning & plan execution process Last year’s plan with additional “SocNet” Activities A taste of Social Media related e-Marketing activities No1 priority for implementation is? The Additional Challenge is Here: Managing Social Media Information Chaos Thursday Workshop - Room #1: Developing & Managing the E-Marketing Plan 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 5 Warm up goal

6. Warm-up goal To set the background for discussion How many e-Marketing Managers or their managers People who work with e-Marketing colleagues are present today? Approximate Annual Marketing (not just e-Marketing) Budgets? Below 30K USD? Below 100K, 1M, 1M+ 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 6 Global trends

7. Warm-up: Some trends from the industry Top 3 Global trends in 2009 Were they Happy news? Global Crisis Global Warming Pandemic Flu One way to tell... is by using soc-media tools 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 7 Reflected trend in tourism

8. Warm-up: Some trends from the industry WTM: Global trends 2009 in Tourism in collaboration with EuroMonitor International North America: Funemployment - using free time to pursue other interests UK: Pop-up hotels Europe: Concierge travel for masses Middle East: Female only accommodation Africa: Obama effect - roots tourism Asia: Golf – Lipstick effect - e.g. Golf tourism “nano breaks”, catering to time poor, cash poor consumers "bold steps are critical to maintain a competitive edge in the rebound" Caroline Bremner, Euromonitor International in 2009 for WTM 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 8 Aiming for: New added value Followed by: innovation Need: invention Trends: tourism reflection

9. Warm-up: Some trends from the industry Global Crisis Adding the real value & trustworthy information major Financial & Other Bubbles are being revealed Invention is not enough! Innovation is adding the value to the market/consumer -> traveller Who is the next superstar in tourism? You? WAYN.com – Where are you now? PlaceSpotter.com –share your local knowledge about destination or use it TripTracker.net – foto GPS blogging Project “TRUST”... Launch in Q2-2010... soon :) Global Warming Pandemic Flu 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 9 Global warming responses

10. Warm-up: Some trends from the industry Global Crisis Global Warming Responses Eg. HOPEnagen (Copenhagen, Denmark) Responses in tourism Sustainability trends ECO Lodges, ECO Activities (cycling, trekking, ect...) E-Marketing’s Contribution Cost Savings/Avoidance Financial Subvention Frameworks & Partner Synergies (the eight “P” of the Marketing mix) EU frameworks, USAID, etc. One of the top 5 key gidelines is related to ECO industry Pandemic Flu “flu-free” hotels being advertised Do you trust them? :) A bit more effort will be neeeded... No free lunch :) 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 10 WAYN Innovation example

11. 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 11 TripTracker

12. 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 12 placespotter

13. 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 13 IT trends

14. Warm-up: Some trends from the industry IT trends SocNet BOOM Complement to SEO – SNO - Social Network Optimization Step 1: platform Step 2: today – utilization Step 3: is starting to happen – info optimization Looking for innovation ideas!? CC (Creative Commons & others) innertion Free product & idea share market Connect with TED.com on http://Facebook.com/TED Interviews with people that are changing the world & more Let TED lead you to the other IT trends ;) 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 14 E-Marketing plan how to start/continue

15. The e-Marketing Plan – how do we start/continue How do global trends affect the e-Marketing Creativity/New Market Opportunities Generation Sustainability Cost Avoidance/Reduction Etc... It requires A bit more “brain” excercise  and a lot of NEW THINGS in your organization = PROCESS CHANGE is needed 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 15 Process for change

16. Where to start/continueThe Process of Planning “the Plan” in e-Marketing Start managing the process of change as a PROJECT Where to begin with planning the DETAILED E-Marketing Activities? From the TOP 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 16 Current State The Gap Future State It’s a PROCESS... of change The Process of Change The Project The Process inputs

17. The Process of eM Implementation It is a process... Goals fit the Strategy? Stakeholders? E-MarketingPlan Corporate & other strategies Experience& Info for improvement Marketing Strategy Results for otherdepartments!!! Marketing Plan It’s a learning process E-Marketing Plan must become ONE with the Overall Plan! LEARNING PROCESS detailed 17

18. The Process of eM Implementation It is a learning process... Goals fit the Strategy? Stakeholders? Manage the CHANGE as a project 18

19. The Process of PM Implementation Manage it as a ProjectSource: PRINCE2, 2005 Could be PMI, etc... 19

20. The Process of Planning “the Plan” in e-Marketing Start managing as a PROJECT Where to begin with planning? 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 20 Current State The Gap Future State The Process The Project The process of e-Marketing Plan Preparation and Management (COVERED ON THURSDAYS WORKSHOP) Post Mortem Activities Lessons Learned Business Case Project Mandate Project Brief TODAY’s Challenges in planning

21. Today’s Challenges during the planning Delivering the Successful Project ... Being Strategically Aligned Building TRUST with the Customer/Community Management of Lifecycle of the Plan Levels - Strategic, Tactical, Operational Phases - Before, During, After, Deming Cycle Micro & Macro Eco-system of the Plan The e-cosystem - The name of the game = synergy & invention/innovation Management of Solution Providers – Service Level Management 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 21 PM CSFs Some of the Basis for Thursday’s Workshop

22. Today’s Challenges during the planningCSFs in PM Also... Standish Group, CHAOS report 1994 4 top CSFs 22

23. Today’s Challenges during the planningCSFs in PM – Top 4 discussion Boris: Research in 2005/06 Top Management Support Clarity of Business Goals Clear Strategy & Business Case User/Customer Participation & Involvement Effective Communication FINDING: Similar results to Standish Group CHAOS Report... Top managemnt support 23

24. Today’s Challenges during the planning Top Management Support & Clear Strategy Alignment 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 24 Alignment

25. Today’s Challenges during the planningStrategic Alignment 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 25 Industry Needs Partner/National/Regional Strategy CorporateStrategy MarketingStrategy & Plan E-Marketing Strategy & Plan Ideal alignment situation

26. Today’s Challenges during the planningStrategic Alignment – ideal situation :) 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 26 Industry Needs Partner/National/Regional Strategy CorporateStrategy MarketingStrategy & Plan Top management’s task to establish the balance eMarketing CAN HELP! E-Marketing Strategy & Plan Top mgmg & clear goals

27. Today’s Challenges during the planningStrategic Alignment – ideal situation :) 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 27 Top Management Needs to understand the situation Set the clear goals based on informed decisions eMarketing can help => MEASURE/RESEARCH... This also gives the products/services better added value Building trust within the social communities YOU can provide some of information for better decision making through use of the right tools... Also in Social Media Information Pool :) Strategic alignment Stakeholders

28. Today’s Challenges during the planning 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 28 Strategic Alignment STAKEHOLDERS External Internal External partners

29. E-Marketing External Interactionexternal partners (international & domestic) Public Sector Private Sector Customers International Domestic Internal partners

30. e-MarketingThe team & other departments/sources Communication between partners

31. Vision & Goals Company Management & Strategy PR Branding Marketing Ops International & DomesticCustomers/Travellers ICT Research International PARTNERS E-Marketing Prod Dev Domestic PARTNERS InternalQuality Domestic Offices International Offices HR Next challengeManagement of a Plan Preparation

32. Today’s Challenges during the planning Making the Project Successful... Being Strategically Aligned Building TRUST with the Customer/Community Management of process of Plan preparation Process of CHANGE - Key 5 areas to consider Lifecycle will be discussed at workshop! Management of Solution Providers – Service Level Management 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 32 5 key areas to consider Some of the Basis for Thursday’s Workshop

33. Implementing the process5 Key Areas to ConsiderBased on approaches used by Top MCs(McKinsey, CG&EY, ...) Part 1 Part 2 The team 33

34. The Team & People Some of the e-Marketing roles E-Marketing Manager Technical Experts Web & other development, video, design, usability, communication, ... Business/marketing experts SEO, SEM, SNM/SMM, SNO/SMO, Business Analysts, “Product Managers”, etc... Copywriters KAMs Translators Librarians/Content & Knowledge Managers Researchers & analytical experts Support teams Brand/Program/Product Managers Quality Assurance staff Etc... Challenge: Reorganizing/Setting up the TEAM 34

35. Reorganizing the eMarketing Team “Setting Up” the eMarketing Team environment Operations vs Projects Matrix Organization Legal/ Functional/ Operational Management Expectation Management Change of daily “routine” “Comfort zone” vs “Performance zone” Management of Change OUTSOURCING Service Level Management (ITIL) Skillset & Role Planning Team members usually already know each other New roles & responsibilities Team maturity phases - Tucker Team maturity phases 35

36. eMarketing Team Development - stages Every team member should be aware of it Based on Tucker, 1965 Some guidelines 36

37. eMarketing Team development tips Schedule regular reviews of where your teams are Adjust behavior and leadership approach to suit the stage the team has reached Leave plenty of time in schedule to coach team members through the “Forming”, “Storming” and “Norming” stages Responsibilities of emarketing mgr 37

38. Duties/responsibilities of e-marketing manager/team To manage the day to day delivery of the website as well as articulate and deliver longer termimprovements, in line with the web strategy. 2. To write, edit and publish information across the website & OTHER WEBSITES/TOOLS (WEB 2.0!) To regularly audit andmaintain this information (In co-operation with partners) 3. To co-ordinate the work of the Web Application Developer, Web Technician and Information Officer inthe delivery of website projects and functionality others. More in hidden slides Tools

39. Duties/responsibilities of e-marketing manager/team 4. To deliver online marketing campaigns in conjunction with the Marketing, Strategy, & Other relevant Departments (e.g.PR, legal), external advertising agencies and web/digital team. 5. To evaluate/analyse data from web usage & other statistics and online marketing campaigns to inform marketing and communications planning/R&D 6. To manage the ongoing development of the e-Marketing channels and their content Manage = measure, coordinate, learn, invent, innovate, Lead!

40. Duties/responsibilities of e-marketing manager/team 7. To conduct regular competitor analysis to ensure the website maintains a competitive edge. 8. To be responsible for co-ordinating all online advertising activity ensuring the company’s positioning and brandingthroughout all media, monitoring competitor activity and evaluating the effectiveness of campaigns to inform strategy.

41. Duties/responsibilities of e-marketing manager/team 9. To ensure information is easy to access, accurate and up-to-date. Trustfull! 10. To establish new online & offline partnerships 11. To bring the revenue from online activities 12. To contribute to the development of marketing strategy, especially in respect of online media. Tools

42. Implementing the process5 Key Areas to ConsiderBased on approaches used by Top MCs(McKinsey, CG&EY, ...) Tools selection 42

43. The Tools - selection Simple vs Complex The golden middle Compatibility vs Functionality Small = custom Large = robust In-house vs Outsourced/SaS TCO, ROI, reliability/availability, accounting (investment/cost, cashflow, etc...) Cheap vs “Expensive” Tools in and outside organization 43

44. Vision & Goals Management & Strategy INTERnet PR SOCIALNETWORKS Branding Marketing Ops International & DomesticCustomers/Travellers EXTRAnet ICT Research International PARTNERS BusinessApplications E-Marketing Prod Dev INTRAnet Domestic PARTNERS InternalQuality Domestic Offices International Offices HR Social Media tools intro

45. TOOLS Social Media related e-Marketing activities Some of the aims: Build TRUST Grow Communities ADD VALUE Make them act Travel package purchasing Measure Improve your products & services 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 45

46. TOOLS SocialMedia-related e-Marketing activities Some of the aims: Build TRUST Grow Communities ADD VALUE Make them act Travel package purchasing Measure Improve your products & services 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 46 Which soc net/media tools?

47. TOOLS Social Network/Mediatools? Facebook, Twitter, MySpace, Hi5, Yahoo, Google, Flickr, and million more... Forms of information Short Text “Long” text Video Audio Links Link-backs/Kick-backs Etc... 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 47 Taste of Thursdays discussions

48. TOOLS A taste of Thursday’s discussions Innovative ways of using Facebook, Twitter, et al... One magic phrase – “marketing journalism” Examples used from OUTSIDE the industry - today Their tourism implementation workshop – tomorrow (Thu 17 Dec 2009) 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 48 Taste of Thursdays discussions – Research tools

49. TOOLS A taste of Thursday’s discussions Research tools 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 49 Statistical information in SECONDS! Power of single person influence

50. TOOLS A taste of Thursday’s discussions Single person, big effect 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 50 Single Person INFLUENCES A GLOBAL CHANGE Geo tagging & Pros & cons

51. TOOLS A taste of Thursday’s discussions Data integration 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 51 PROs: graphical representation in seconds CONs: personal info protection! My FACEBOOK name “Boris Kepy” for a reason Similar example in tourism

52. TOOLS A taste of Thursday’s discussions Geotagging... 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 52 Similar example In Tourism Mobile magic

53. TOOLS A taste of Thursday’s discussions Research tools 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 53 INSTANT MOBILEMAGIC Another split second info

54. TOOLS A taste of Thursday’s discussions Speed of information 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 54 Another Split sec info Minneapolis bridge Community uses the tools! Instant socnet platforms

55. TOOLS A taste of Thursday’s discussions Instant networks – Ning.com 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 55 Instant Socnet platforms There is at least one in Tourism... In toursim...

56. TOOLS A taste of Thursday’s discussions Instant networks – Ning.com 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 56 Instant Socnet platforms eMarketingAssociation.ning.com How to reach the right segments? Fan pages/ Groups

57. TOOLS A taste of Thursday’s discussions Fans vs Active Participants 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 57 Fans vs Active Participants How to reach the right segments? Personal experience of the rollercoaster

58. TOOLS A taste of Thursday’s discussions Instant networks – Ning.com 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 58 Magical Effect? 2nd/3rd Largest SharePoint Portal Community on Facebook The future is in...

59. TOOLS A taste of Thursday’s discussions Information sharing & seamless integration 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 59 Why use soc networks and similar tools? FUTURE is in integration Simple integration

60. TOOLS A taste of Thursday’s discussions Use of Widgets 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 60 Simple integration How to get there? The new name of the game...

61. TOOLS A taste of Thursday’s discussions Recipes for gathering followers 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 61 The New Name of the Game! Tomorrow’s session

63. After 6.30 PM - 1on1, 1onN, NonM session 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 62

64. Thank you  Q&A 2 nd Arab International E-Tourism & E-marketing Conference - IOETI 63 LinkedIn: www.Boris2.com