Junction Creative Solutions and Chris Dadson From Tourism Kootenay Rockies gave this presentation on mobile marketing for hospitality and tourism at the Host2012 conference in Vancouver, BC.

1. WHAT THE HECK IS
MOBILE MARKETING?
HINT: ITS NOT THE KIND OF MARKETING
YOU CAN PACK IN A SUITCASE.
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2. WHO ARE THESE
GUYS ANYWAY?
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3. Director AT Director AT
JUNCTION JUNCTION
MARKETING MARKETING
CONNER GALWAY - - RYAN WHYTE
HUGE SOCIAL MEDIA HUGE ONLINE
NERD ADVERTISING NERD
- -
PAST SPEAKER AT: 10+ Years EXPERIENCE
NORTHERN VOICE PERFORMING LIVE
CONFERENCE IMPROV COMeDEDY
HEART & STROKE -
FOUNDATION MASTER
CAPILANO UNIVERSITY PRESENTATION BUILDER
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4. CHRIS DADSON
PRESIDENT
TOURISM
KOOTENAY
ROCKIES
-
DeSTINATION
MARKETING LIFER
-
EARLY MOBILE
ADOPTER
-
RETURNING TO
SKI BUM ROOTS
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5. WHAT ARE WE
GOING TO TALK
ABOUT?
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6. “SoLOMO”
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7. 1.1 BILLION
3G SUBSCRIBERS
WORLD
WIDE
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8. N O W
G ER
IN V
S O
OW OR
R F
B S
LE NT
I U
OB CO
%
M C
0
A
O F
1
A LL W EB T RAFF
C
IC
E
.
2 0 10 . 10%
IN
16 2 % S 7%
U P
3.8%
2010 2011 2012
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9. 18%
13%
9%
2010 2011 2012
ASIA
6.8% 8%
5.5%
2010 2011 2012
NA
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10. 1 IN 3
CANADIANS HAS A
SMARTPHONE
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11. 16 MILLION 3G SUBSCRIBERS IN CANADA
62% PENETRATION RATE
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12. Monday, 5 November, 12

13. 600 MILLION
FACEBOOK MOBILE USERS WORLDWIDE
11 MILLION
FACEBOOK MOBILE USERS IN CANADA
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14. 61 % ERSM
US ES
NE CH
A KE
HO AR
TP E
AR L S
SM A
OF LOC
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15. 61%
OF CUSTOMERS WHO GO TO
A MOBILE UNFRIENDLY SITE
WILL GO TO A COMPETITOR
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16. MOBILE WILL BE
6.5%
OF ONLINE TRAVEL $2.6
$5.0
$8.0
MARKET BY 2013 2011 2012 2013
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17. 82%
OF MOBILE
HOTEL BOOKINGS
ARE FOR THE SAME
DAY OF ARRIVAL
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18. MOBILE MARKETING
ISN’T THAT HARD.
YOU’RE PROBABLY
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ALREADY DOING IT.

19. THE MOBILE
WEB
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20. Monday, 5 November, 12

21. MOBILE SEO MOBILE USER EXPERIENCE
4
ESSENTIAL
ELEMENTS
LOCATION AWARENESS MOBILE BOOKING ENGINE OF THE
MOBILE WEB
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22. MOBILE
APPLICATIONS
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23. BOOKING APPS AUGMENTED REALITY DISCOVERY
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24. SMS
MARKETING
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25. IT’S ALL ABOUT
THE OPT-IN
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26. MOBILE
SOCIAL MEDIA
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27. SOCIAL = MOBILE
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28. CLICK TO CALL SOCIAL PROMOTIONS LOYALTY & RETENTION
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29. LOCATION
SERVICES
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30. SOCIAL = LOCAL
= MOBILE
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“SOLOMO”

31. SEARCH OPTIMIZATION PROFILE OPTIMIZATION CONTENT / DISCOVERY
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32. MOBILE
ADVERTISING
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33. THE CONVERSION FUNNEL
TRAFFIC ACQUISITION COSTS
SITE CONVERSION RATES
AVERAGE ORDER
VALUE
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ROI?

34. SEARCH / CLICK TO CALL MOBILE DISPLAY FACEBOOK
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35. SCENARIo #1
“The SEARCHER”
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36. 1. THE SEARCH 2. VIEWS PROFILES 3. READS REVIEWS
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37. 4. GOES TO MOBILE SITE 5. CHECKS SPECIALS 6. BOOKS ONLINE
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38. OPTIMIZE FOR LOCAL SEARCH
& RUN MOBILE SEARCH ADS
•USER FEWER CHARACTERS, MOBILE
]
SCREENS ARE SMALLER AND MOBILE
SEARCHES ARE SHORTER.
• ALWAYS INCLUDE LOCATIONS &
CATEGORIES.
• IF RUNNING A MOBILE SEARCH
CAMPAIGN, IMPLEMENT CLICk TO
CALL AND TRACK PERFORMANCE.
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39. DELIVER A MOBILE FRIENDLY
WEB EXPERIENCE
• PEOPLE INTERACT WITH MOBILE
]
DEVICES USING TOUCH. DESIGN WITH
THAT IN MIND.
• USE LOCATION AWARENESS TO
SHOW USERS THE RIGHT CONTENT
FOR THEIR LOCATION
• IMPLEMENT A MOBILE FRIENDLY
BOOKING ENGINE
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40. SCENARIo #2
“THE ACTIVITY
SEEKER”
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41. 1. ENSURE SOCIAL PROFILES 2. PROVIDE HELPFUL TIPS 3. PROVIDE CATEGORIZED
ARE WELL SETUP & BRANDED & CONTENT THROUGH SOCIAL INFORMATION ON THE WEB
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42. ENGAGE W/ LOCAL THANK GUESTS VIA TAG USERS AND LOCATIONS
COMMUNITY TWITTER & GEOTAG TWEETS IN PHOTOS
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43. BUILD LOYALTY BY BEING
SOCIAL & HELPFUL
•
]
EMPOWER AND TRAIN STAFF TO INTERACT
WITH GUESTS THROUGH SOCIAL AND
LOCATION SERVICES
• CURATE INTERESTING CONTENT AND
BUILD CONNECTIONS IN YOUR LOCAL
COMMUNITY
• PROVIDE RECOMMENDATIONS THROUGH
SOCIAL / LOCATION SERVICES FOR CURATED
EXPERIENCES
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44. Monday, 5 November, 12

45. The Year was 2007.
KootenayRockies.com
was 10 years old.
Simply put: It sucked on mobile!
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46. Monday, 5 November, 12

47. WINNER
2008 BC TECHNOLOGY IN
TOURISM AWARD
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48. NOVEMBER 2011
KOOTENAYROCKIES.MOBI
RELAUNCHED
KOOTENAYAPP LAUNCHED
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49. KOOTENAYAPP
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50. • Phone numbers activated by a click
• Ferry schedules
• Road reports
• Maps & driving directions
• Real time webcams
• Facebook
• Twitter
• Photos
• Audio
• Video
• Comment on a property
• Create your own favourites
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51. KOOTENAYAPP
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52. CONNECTED TRAVEL
• DO MORE THINGS WHILE IN THE REGION
• SPEND MORE MONEY WHILE HERE
• STAY LONGER
• COME BACK SOONER
• TELL MORE FRIENDS
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53. APP PROMOTION
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54. VISITOR CENTRE PROMOTION
SUMMER 2012
RainFoto.com
Download the app...
KOOTENAY
Get the
Show us your downloaded Kootenay Travel App
and we’ll give you a
Stay connected throughout British Columbia’s
Mountain Playground with Near Me function,
maps and road info, and details on dining,
where to stay and what to do.
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55. LUGGAGE CAROUSEL
CANADIAN ROCKIES INTERNATIONAL
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56. EXTENDING MOBILE ACTIVITIES
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57. VS.
• HCCB designed specifically for mobile devices
• HCCB is a code that can be re-assigned
• Coordinate data can be sent with scan data
• Built-in tracking, metrics and analysis tools
• Device ID can be determined
• HCCB Tags can be produced and managed online
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58. Monday, 5 November, 12

59. Monday, 5 November, 12

60. WHAT’S NEXT
FOR US?
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61. MOBILE LIBRARY
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62. NEAR FIELD COMMUNICATIONS
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63. EGIS TOUR SYSTEM
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64. REAL TIME IN REGION RESEARCH
Real%&me(in%region(Research(
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65. TOP 10 THINGS
YOU CAN DO
TODAY.
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66. 1. OPTIMIZE YOUR SITE
FOR MOBILE SEARCH
ENGINES.
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67. 2. OPTIMIZE YOUR SITE
FOR A BETTER MOBILE
USER EXPERIENCE.
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68. 3. CREATE AND
OPTIMIZE YOUR
GOOGLE PLACE.
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69. 4. DRIVE REVIEWS TO
YOUR GOOGLE PLACE
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70. 5. OPTMIIZE YOUR
SOCIAL PROFILES FOR
MOBILE AND INCLUDE
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LOCATION.

71. 6. MAKE YOUR
FACEBOOK PAGE A
“LOCAL BUSINESS.”
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72. 7. ENAGE WITH YOUR
LOCAL / SOCIAL
COMMUNITY.
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73. 8. IF RUNNING SEARCH
ADS, IMPLEMENT CLICK
TO CALL.
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74. 9. IMPLEMENT A MOBILE
FRIENDLY BOOKING
ENGINE.
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75. 10. GET STARTED WITH
MOBILE ANALYTICS.
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76. QUESTIONS?
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77. Monday, 5 November, 12