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![Page 1: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/1.jpg)
An Online Toolbox
![Page 2: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/2.jpg)
Take it Seriously
• Online has ceased to be an interesting extra activity for a business
• It needs to be a central strategic tool for your business on two fronts:
• Marketing
• Management
• These two need to work together
![Page 3: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/3.jpg)
Know what you are selling
• How do your define your product?
• What is the experience you offer?
• What choice do you offer?
• What makes you unique?
• What is your value?
![Page 4: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/4.jpg)
CROWDED AND NOISY
![Page 5: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/5.jpg)
In a market controlled by search and social media it is too crowded and noisy to
make bland generic statements
![Page 6: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/6.jpg)
I’m THE BEST!!!!!No YOU’RE NOT
![Page 7: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/7.jpg)
I’m EVERYTHING!!!!!No YOU’RE NOT
![Page 8: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/8.jpg)
Know Yourself
• By identifying these points of difference you will start to develop key messages about your business and these are going to be used again and again in the content you use, the search terms you leverage and the social media you engage in.
![Page 9: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/9.jpg)
Key Messages
• These definitions will help you:
• Structure your content
• Create messages to communicate
• Identify terms your potential customers will be searching for online
• Identify conversation about similar content in social media groups that you can join and engage with
![Page 10: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/10.jpg)
REMOTE
wilderness
luxury
FAMILY FRIENDLY
spa
RELAXING
healthROMANTIC
ADVENTURE
extreme
active
all inclusive
![Page 11: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/11.jpg)
Know who you are selling to...
• Can you describe and profile your typical client- or the one you’d like to have?
• Are you selling to more than one type of client?
• Are you using a single marketing technique to sell to all types of clients?
![Page 12: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/12.jpg)
Profiling
• Where do they live?
• What is their family like?
• Where do they work?
• How do they have fun?
• What media do they consume?
• What are they likely to be searching for or talking about and how do they express it?
![Page 13: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/13.jpg)
Bringing them together
![Page 14: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/14.jpg)
Reverse Engineering
![Page 15: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/15.jpg)
Start with your conversion points and work backwards to
your client
![Page 16: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/16.jpg)
3 Means of Conversion
![Page 17: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/17.jpg)
(A) BOOKING
![Page 18: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/18.jpg)
(B) ENQUIRY
![Page 19: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/19.jpg)
(C) FAN/FOLLOW
![Page 20: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/20.jpg)
WEBSITES THAT WORK
![Page 21: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/21.jpg)
Tourism Websites have 6 seconds to capture their customers or risk them
getting bored and going elsewhere
-Travelmole 2011
![Page 22: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/22.jpg)
A Site that Works
• Gives the user what they want
• Doesn’t send them to a dead end
• Never frustrates the user
• Converts to sales
• Remembers it users
• Captures and uses data
![Page 23: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/23.jpg)
Ideal Website Priorities
![Page 24: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/24.jpg)
Does my site need an upgrade?
![Page 25: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/25.jpg)
Has Your Website Grown substantially in size over the past year?
![Page 26: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/26.jpg)
Is at least 25% of the content related to
current specific events, offers or new products?
![Page 27: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/27.jpg)
Can your content be shared, sent published elsewhere on other
websites, media, social networks?
![Page 28: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/28.jpg)
Does each page of your site have a specific
objective or purpose- and does it drive the
user towards a decision, action or sale?
![Page 29: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/29.jpg)
Is the content on your site not just ‘one size fits
all’ for all your users? Do you have different content for different
people?
![Page 30: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/30.jpg)
Is all of the content appealing, easy to use
and up to date?
![Page 31: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/31.jpg)
Do you know how many people are using the site
(not just visiting- but using)?
![Page 32: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/32.jpg)
A Social Media Toolbox
![Page 33: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/33.jpg)
Choose your Tools
![Page 34: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/34.jpg)
Try and Test
![Page 35: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/35.jpg)
Face Book & Tourism
![Page 36: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/36.jpg)
Would You Market Your Destination to a Country with a
population of over One Billion?
![Page 37: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/37.jpg)
Well, that’s Facebook
![Page 38: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/38.jpg)
A Fan Page is now an essential business
resource
![Page 39: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/39.jpg)
![Page 40: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/40.jpg)
HOW PEOPLE USE FACEBOOK
![Page 41: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/41.jpg)
WHO SEES YOUR STUFF
![Page 42: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/42.jpg)
YOU HAVE TO ENCOURAGE
ENGAGEMENT
![Page 43: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/43.jpg)
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POSTING
![Page 48: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/48.jpg)
![Page 49: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/49.jpg)
FIVE GOLDEN RULES
![Page 50: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/50.jpg)
(1)Short and to the Point
![Page 51: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/51.jpg)
(2)Show your Knowledge
![Page 52: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/52.jpg)
(3)Engage
![Page 53: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/53.jpg)
(4)Be Human
![Page 54: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/54.jpg)
(5)Be Current
![Page 55: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/55.jpg)
Posting
• Keep it short: Posts with less than 250 characters (less than 3 lines) receive 60% more engagement
• Be visual: Photos and video receive up to 180% more engagement
• Post often (4-5 times per week)... But not too often..
![Page 56: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/56.jpg)
It’s a beautiful day at Acme Hotel8:06am
Having a great breakfast at Acme Hotel- we have cereal8:44am
A guest just said they love Acme Hotel! Woot! Woot!10:46am
What shall we have for lunch at Acme Hotel?12:25pm
Look at this picture of a Kitten- bet it wishes it was at Acme Hotel3:00pm
Here’s the sunset from the Acme Hotel5:30pm
It’s dark outside at Acme Hotel8:30pm
![Page 57: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/57.jpg)
Have conversations- don’t give lectures
![Page 58: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/58.jpg)
![Page 59: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/59.jpg)
Don’t Like your own posts...
![Page 60: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/60.jpg)
![Page 61: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/61.jpg)
Ask Questions to get answers...
![Page 62: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/62.jpg)
![Page 63: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/63.jpg)
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![Page 65: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/65.jpg)
ENGAGEMENT BUILDING
• Experience driven posts
• Live Content
• Calls to action
• Contact Forms
• Video Channel
![Page 66: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/66.jpg)
Boost Engagement by promoting posts and
advertising...
![Page 67: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/67.jpg)
But target your Content direct to the
Right Audience...
![Page 68: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/68.jpg)
Reporting Results
![Page 69: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/69.jpg)
CLAIM YOUR PLACE
![Page 70: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/70.jpg)
![Page 71: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/71.jpg)
![Page 72: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/72.jpg)
Incentivize Checkins...
![Page 73: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/73.jpg)
• Be sure to include a clear FB link from your website and a Like Button
• FB address on all promo material, business cards and email signatures
• Make your customers fans
• Encourage them to be a fan in follow up mails
![Page 74: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/74.jpg)
Twitter for Tourism
![Page 75: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/75.jpg)
Isn’t Twitter just nonsense??
![Page 76: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/76.jpg)
What is it?• It’s Microblogging
• An online chat room
• A mixture of banter, socialising and practical advice
• Users answer the question “What’s happening?”
![Page 77: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/77.jpg)
In 140 characters or less...
![Page 78: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/78.jpg)
Now a community of 500+ million people
![Page 79: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/79.jpg)
With Global Reach
![Page 80: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/80.jpg)
And huge influence...
![Page 81: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/81.jpg)
In Realtime...
![Page 82: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/82.jpg)
World’s fastest growing search engine...
![Page 83: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/83.jpg)
How It Works
• Set up an account with your @name
• Compose 140 character sentences (including links via URL shorteners)
• Post them
• Other users can follow you- and you can choose who you want to follow
![Page 84: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/84.jpg)
Tweet Terms• To follow somebody is to subscribe to their
messages
• A tweet is an individual message
• A DM or direct message is a private message on Twitter
• RT or retweet is to repost a valuable message from somebody else on Twitter and give them credit
• Trending topics are the most-discussed terms on Twitter at any given moment
![Page 85: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/85.jpg)
Tweet Terms
• @username is a public message to or about an individual on Twitter
• A hashtag–the # symbol followed by a term and included in tweets–is a way of categorizing all the posts on a topic
• Shortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automatically- but URL shortening sites can be used: bit.ly goo.gl
![Page 86: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/86.jpg)
A Media Tool• Twitter is unlikely to win you a first time
customer
• More than anything it is a media channel
• Keep past customers loyal
• Use it as a Press Release Tool
• Often used a ‘wire service’
• Great for B2B networking
![Page 87: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/87.jpg)
#traveltuesday
![Page 88: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/88.jpg)
MAKE FRIENDS AND INFLUENCE PEOPLE
![Page 89: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/89.jpg)
Get Tweeting
• It’s easy to do and very addictive
• Excellent realtime promotional tool
• Get direct realtime feedback
• Get new ideas, products and meet new people
![Page 90: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/90.jpg)
Too Many to Follow?• Use HootSuite or Tweetdeck
• Tweet from multiple accounts
• Schedule your tweets
• Keep a tally of questions answered, customer problems resolved and positive exchanges held
• Embed twitter widgets in your website
• Track your tweet statistics
• …and much more… for free!
![Page 91: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/91.jpg)
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VIDEO
![Page 93: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/93.jpg)
HD MAKES A DIFFERENCE
![Page 94: Online Toolbox](https://reader034.fdocuments.us/reader034/viewer/2022051108/5457cf57af79590b088b5241/html5/thumbnails/94.jpg)
VIDEO: PUBLICATION
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Be Cross Channel...
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Making Remote Presentations
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• Linked in is a Business Networking Community online
• 120 Million Users
• Excellent B2B tool for meeting, networking and sourcing information and advice from other professionals
• Fantastic SEO value for your name, website and links (blogs)
• Create and Manage your profile
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Groups, Discussions, Questions
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Social Media Management
• Who is going to manage it all?
• Try and have everyone contribute
• Create a basic social media policy- sticking to key messages, who says what etc
• Bring in some young people- students, interns etc
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Make the Change
• Begin to shift business online- increasing allocations to online bookings
• Begin a progressive marketing shift with 25% of budgets, human resource and time
• As you grow- appoint a social media and marketing manager
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THANK YOU