enter2011 presentation - www.enter2011.org

1. Ticinoinfo III: how to merge different types of data (raw, multimedia, editorial) according to each and every specific marketing need. Luca PretoOnline Marketing Manager ticinoinfosa Davide GuzzettiConsultant and Project ManagerTinextsa 1

2. Agenda About ticinoinfo Building up a DB: Ticinoinfo II Allowing marketing promotion: The new project Multi-layer structure Web 2.0 functionalities Multi-channel distribution Project benefits and conclusion 2

3. Facts about ticinoinfo Founded in 1997 5 employees Mission: collecting and distributing tourism-related information about Ticino, the southermost canton in Switzerland. Shareholders: Ticino Turismo, GastroTicino, Hotellerie Suisse Ticino, Bellinzona Tourism, Lago Maggiore Tourism, Mendrisio Tourism Partners: It works as a data bank and reference point for ticino’s tourism industry and tourism operators and its information is directly used by local tourist boards, local restaurants and hotelier association. 3

5. Collecting data

7. Ticinoinfo database: entities Shareholders Partners Customers

8. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos Data processing: DB content

9. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos Data processing: DB content

10. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos Data processing: DB content

11. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos Data processing: DB content

12. Objective content formed by data coming from the shared database and available for all shareholders. Example of an hotelmaybe: address and contact information, prices and rates and accompanyingphotos Data processing: DB content

13. ascona-locarno.com ticino.ch shareholder’s websites hotelleriesuisse-ticino.ch Partners Buy content Ticinoinfo II: architecture provide content Customers Shareholders Buy content SHARED CONTENT (provided by shareholders)

14. Benefits Lower overall costs through centralized technology High control over shared content Same information on many different websites/pages (synchronization) BUT Low customization possibilities Same content on several websites

16. Allowing partners and shareholders to personalize their own content

17. Integrating with social networks

18. Distributing information on multiple channelsFROM TECHNICALITIES AND DATA COLLECTION TO CUSTOMER-CENTRICITY AND MARKETING ORIENTATION

19. Introducing the new Ticino.ch 15 http://www.youtube.com/watch?v=umYt4qR28Zw

20. SOCIAL NETWORKS MOBILE sharing iPhone app Mobile version embedding hotelleriesuisse-ticino.ch PERSONALIZATION OF CONTENT (WCM Magnolia) mediazone.ticino.ch meetings.ticino.ch emozioni.ticino.ch ascona-locanrno.com ticino.ch SHARED CONTENT (java admin client) Project’s architecture

22. Pictures

23. Contact dataSHARED DATA LAYER

25. Banner and teasers

26. Related content

27. External and download linksPERSONALIZED DATA LAYER SHARED DATA LAYER

29. RSS feeds

30. Youtube videosSOCIAL DATA LAYER PERSONALIZED DATA LAYER SHARED DATA LAYER

31. Multiple layers SOCIAL DATA LAYER PERSONALIZED DATA LAYER SHARED DATA LAYER

32. As result Shared core data always up-to-date Every institution or tourist board can add its own editorial layer providing standard content with a personalized marketing appeal Institutional information from tourist boards can be augmented with data coming from social networks

33. Benefits for ticinoinfo Lower overall costs through centralized technology Better goodwill and higher levels of usage from partners Better communication with users through social networking tools Better delivery of content on different devices Control across all the web properties

34. Benefits for partners Easy-to-use CMS, no technical expertise required Faster time to market through simple interface for content creation Good balance between flexibility and need for consistency Reduced costs: the most of the activities can be performed directly by authors via CMS. No need for an agency to intervene; shared infrastructure, shared costs of licensing and maintenance.

35. Multi-site support

36. Multi-channel distribution iPad site view iTicino Lugano city Guide

37. Web 2.0 features

38. Visit now the ENTER11 webpage on ticino.ch www.ticino.ch/enter

39. Conclusion The new ticino.ch portal, built with magnolia CMS, addresses the goals of data personalization, social media integration, and multi-channel distribution. It provides local partners, including tourist boards, with an easy-to-use and powerful tool for managing their online communication and promotion. Equally important, the new system has also helped ticinoinfo gain greater goodwill from local tourist boards and hotel associations, who now have the autonomy to create customized promotions while leveraging ticinoinfo’s excellent database of resources and events.

40. Thank you for your attention Strada Regina 43 Lugano-Bioggio Switzerland T. +41 (0)91 612 22 66 sales@tinext.com www.tinext.com Via Lugano, 12 Bellinzona Switzerland T. +41 (0)91 821 53 33 info@ticinoinfo.ch www.ticinoinfo.ch