BTO - Buy Tourism Online '09 16 e 17 Novembre 2009 A Firenze, Stazione Leopolda CARAVAGGIO CONSULTING Garry C.Titterton

1. THE NEW ROUTES FOR CUSTOMER TRAVEL The new way in which the customer interacts with media.

2. “ The internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had” Eric Schmidt, CEO Google

3. The one way process

4. Awareness Familiarity Consideration Purchase Loyalty

5. “ Digital Media has levelled the playing field, opening doors to anyone to have immediate and unlimited access to an audience. But content must evolve with the platform.” Mark Pedowitz, President ABC Studios. Creating a dialogue

6. Loyalty loop MOMENT OF PURCHASE INITIAL CONSIDERATION SET Active Evaluation Post Purchase Experience Trigger On-going Exposure Information Gathering and shopping around 1. The consumer considers an initial set of brands based on perceptions and exposure to touch points 2. Consumers add or subtract brands as they evaluate what they want 3. Ultimately the consumer selects a brand 4. After purchase the consumer builds expectations based on experience to inform themselves for the next decision journey.

7. Speed, Depth, and Dialogue along the customer journey “ ”

8. The importance of Web 2.0

9. Dialogue with the engagement pyramid Source: Universal McCann Media Tracker Wave March 2008 CURATORS PRODUCERS COMMENTATORS SHARERS WATCHERS

10. Integrating the customer into the process

11. “ I hear and I forget. I see and I remember. I do and I understand.” Confucius

12. Fiat 500

13. Things are evolving…fast, no very fast. “ Five years from now all media will either be completely digital or well on its way to becoming intangible.” Steve Rubel Ad Age December 2008

15. I am social, therefore I am.

18. Post messages Reply to other users Respond to direct messages Twitter Monitor search terms for leads and reputation Post new videos YouTube (& video sites) Monitor comments Submit posts Check popularity of content Digg & Delicious ( and bookmarking sites) Browse popular stories for ideas and trends Blog Post new entries regularly Check statistics for growth & traffic spikes Moderate comments Respond to comments Review other industry blogs Post new photos Monitor and respond to comments Review group submissions Submit photos to other groups Monitor “Explore “ page for creative ideas Check for reviews & content Respond to all reviews ( positive & negative) Encourage happy guests to review Flickr (& photo sites) Trip Advisor (& review sites) SOCIAL MEDIA MAINTENANCE

19. How to generate clicks on your site.

20. PPC Organic Pay Per Click and Organic Search

21. Google’s Golden Triangle. PPC Organic

23. 1. Out of clutter, find simplicity. 2. From discord, find harmony. 3. In the middle of difficulty lies opportunity. Albert Einstein

24. Thank you. For further information about maximizing your customer contact email Garry Titterton on: [email_address] or click onto www.ip-seo.com or www.creative-mindset.com