Web 2.0 for the Tourism Industry

1. WEB TRAVEL 2.0:
OPPORTUNITIES AND RISKS

2. THE WAR FOR ATTENTION
2

3. THE MARKETING DIVIDE

4. HOW TO GAIN ONLINE VISIBILITY
You Create Visibility (offerts/contents)
•
You earn your Visiblity (word of mouth)
•
You work on findability(search engine marketing)
•
You Buy Visibility (advertising)
•
• You Share Visibility (co-marketing)
4

5. PRICE AS A COMMUNICATION TOOL
5

6. CONTENTS TO GET ATTENTION
6

7. HOW TO EARN TRUST
7

8. FINDABILITY STRATEGIES
Search Engine Marketing
Search Engine
Optimization
Organic
Pay-Per-Click
Positioning
Advertising
8

9. PURCHASING ATTENTION

10. SHARING ATTENTION
10

11. THE “WEB EVOLUTION”

12. THE IMPACT OF “SOCIAL WEB” ON
TOURISM
NEW DYNAMICS OF SOCIAL BEHAVIOUR OF REFINED
Evolution of
INTERACTION AND DIFFERENTIAL
users
BUYING
Evolution of
the new
Evolution of
Evolution of intermediares
Technological
qualification for
“Social Web”
INVOLVMENT OF USERS
WIDGETATION OF IN THE MARKETING
TURISTIC OFFERS PROCESS
Evolution
New
Of the
Competitors
incumbent
Maurizio Goetz 2008
NEW MODELS OF MARKETING
DISTRIBUTION (SYNDICATION)

13. USER EVOLUTION

14. DIFFERENCES IN TASTE
14

15. DIGITAL NATIVES AND
DIGITAL IMMIGRANTS
15

16. THE USER IS THE MEDIA
16

17. SHARING IS NOT BROADCASTING
17

18. YOU BUY MORE THEN A
PRODUCT
18

19. REAL AND META WORLDS
19

20. CONTEXT IS KING
20

21. MULTITASKING
21

22. CITIZEN MARKETEERS
22

23. MEDIA IS EVERYWHERE

24. ALWAYS ON
24

25. LIFE STREAMING

26. TYPOLOGY OF WEB USERS
26

27. DYNAMIC ANALYSIS OF PUBLIC
TYPOLOGY
Fonte Forrester

28. USER EVOLUTION
Phase One: sharing experiences
Users organise Users create a
The users
a change of social network
exchange
information for meeting
information
and people with
pertaining to
experiences the same
their travel
amongst each interests
experiences
other
Technological qualification
User Generated Content
PersonalTravel Blog Tourist
Audiovisual web Social Network
Social Bookmarking Travel guide UGC
Wiki travel
Rating

29. THE ROLE AND THE TECHNOLOGY
QUALIFICATION AND THE UGC

30. SHARING EXPERIENCES/1

31. SHARING EXPERIENCES/2
31

32. SHARING KNOWLEDGE

33. SHARING + MEETING PEOPLE
33

34. SHARING – MEETING – IN TOUCH
34

35. CREATING PERSONAL
SOCIAL NETWORKS
35

36. NEW INTERMEDIARY AND
THE UGC
36

37. SOCIAL NETWORK – TRAVEL
ADVICE – E-COMMERCE
37

38. TECHNOLOGY FOR “ALWAYS ON”
38

39. TECHNOLOGY FOR “ALWAYS ON”
Social Travel Bookmark
39

40. EVOLUTION OF THE USER
Phase Two: Social Travels
Users use
The users Users
their
organise to use tools
travels to
travel always
create
together, more
new
amongst sophistic
relationsh
themselves ated
ips
Tecnologie abilitanti
Social Travels co-travelling service second generation search
tools

41. CO-TRAVEL SERVICE/1
41

42. CO-TRAVEL SERVICE/2

43. INTELLIGENCE TOOLS
43

44. EVOLUTION OF THE ‘MIDDLEMAN’

45. NEW INTERMEDIARY
FOR GROUP TRAVEL
45

46. UGC REMIX
46

47. SERVICE INTERGRATION 2.0
47

48. NEW MEDIATION
48

49. SERVICES MOST AIMED AT
49

50. EVOLVED SERVICES/1
50

51. EVOLVED SERVICES/2

52. EVOLVED SERVICES/3

53. NEW SUPPLEMENTS 2.0
53

54. NEW SUPPLEMENTS 2.0
54

55. NEW COMPETITORS

56. DICTIONARY EDITORS
56

57. APPARTMENT EXCHANGE
57

58. NEW SERVICES OF ADS
58

59. IS IT STILL A SEARCH
OPERATOR?
59

60. NEW BOOKING SERVICES
60

61. THE EVOLUTION OF THE GUIDE
Formato 2.0
61

62. DENTIST OR TOUR OPERATOR?

63. DESTINATION BRANDING

64. COMPETITIVE EVOLUTION OF
TURISTIC SEARCH TOOLS
Competizione Competizione sulla
Competizione per locale o globale precisione
l’attenzione
Competizione sui
Competizione sui
travel partners
business models

65. SEIZING THE OPPORTUNITY OF
THE COMPETITION 2.0

66. DESTINATION BRANDING 2.0

67. “SOCIAL” GREECE
67

68. MY AUSTRALIA TRAVEL WIKI
68

69. “COOL” AUSTRIA
69

70. MAURIZIO GOETZ
WWW.MARKETINGUSABILE.BLOGSPOT.COM