Presentation of the 18th International Conference on Information Technology and Travel & Tourism. Enter 2011. Innsbruck. Austria

1. Inspiration: how to
attract clients to
our destination
@joantxo Llantada
#Enter2011

2. http://www.personalizemedia.com/garys-social-media-count/

3. Google me, please
joantxo@gmail.com / llantada_jua@gva.es
@joantxo
http://www.linkedin.com/in/joantxollantada
http://www.facebook.com/joantxo
http://e-turismo.blogspot.com
http://picasaweb.google.com/joantxo
http://es.youtube.com/user/joantxollantada
http://joantxo.podomatic.com/
www.slideshare.net/joantxo

4. 2.200 billions internet users, 30%
4.500 billions of cellulars, 6/10
2013 there would be 6,7 billions of cellular,
4 of them smart phones
250.000 apps Twitter API
300.000 iPhone apps, 10.000 Blackberry apps
20.000 Android apps
IPad 14 millions in 2010 and +11.000 apps
+ 2.000 billions of downloads in Itunes

5. Inspiration Compare Planning Booking Travel Share
• 94% France, 91% Germany and 95%
Britain are now using the web in ONE of
the steps of the shopping process
• 59% France, 65% Germany and 71%
Britain are now using the web in ALL of
the steps
• Average of webs that are visiting 4’3 in
France, 5’1 in Germany and 4’2 in Britain

7. By 2015, 50% of the
European travelers will use
smartphones in the research
and booking process. Source:
Euromonitor

8. adprosumers
advertiser + producer + consumer

9. Where are the
tourist going?

10. Strategy 2.0

11. Marketing Mix – 5 Ps
Product
•Design Place
•Technology •Retail
•Usefullness •Wholesale
•Convenience •Mail order
•Value •Internet
•Quality •Direct sales
•Packaging •Perr to peer
•Branding •Multi-Channel
•Accessories
•Warranty Target
Promotion market
•Special offer Price
•Advertisements
Strategies:
•Endorsements
Skimming
•Usertrials
Penetration
•Direct marketing
Psychologiacla
•Leaflets/posters
Cost-Plus
•Free gifts
Loss leader, etc.
•Competions
•Joint ventures

12. Marketing Mix – 5 Ps Product
•Design
•Technology
•Usefullness
•Convenience
•Value
•Quality
•Packaging Place
•Branding
•Retail
People •Accessories
•Wholesale
•Employees •Warranty
•Mail order
•Management •Internet
•Culture •Direct sales
•Customer service
Target •Perr to peer
•Multi-Channel
market
Promotion
•Special offer
•Advertisements Price
•Endorsements Strategies:
•Usertrials Skimming
•Direct marketing Penetration
•Leaflets/posters Psychologiacla
•Free gifts Cost-Plus
•Competions Loss leader, etc.
•Joint ventures

13. Marketing Mix – 7 Ps Product
•Design
•Technology
•Usefullness
Physical enviroment •Convenience
•Smart •Value
•Run-down •Quality
•Interface •Packaging Place
•Comfort •Branding •Retail
•Facilities •Accessories •Wholesale
•Warranty •Mail order
Process •Internet
•Especially •Direct sales
relevant tio
service industries
Target •Perr to peer
•Multi-Channel
•How are
services
market Price
consumed? Strategies:
Skimming
People
Penetration
•Employees
Promotion Psychologiacla
•Management
•Special offer Cost-Plus
•Culture
•Advertisements Loss leader, etc.
•Customer service
•Endorsements
•Usertrials
•Direct marketing
•Leaflets/posters
•Free gifts
•Competions
•Joint ventures

15. Long tail +
º
Blue Ocean Strategy

20. Inspiring 2.0

21. Influentials
are storytellers
• Generate advocates and lovemarks of
our brands:
• Brand story
• Brand essence
• Brand value proposition
– Formula:
great product + (promise + confirmation) = lovemarks
The story is more powerfull than the brand, best
story wins. Tom Peters

22. June 2009

23. April 2010

24. April 2010

25. May 2010

26. What is a blogtrip?

27. #blogtripF1 #blogtripFIB

28. Networking

29. Traditional media?, no thanks!
Be relevant my friend !

30. Crowsourcing
Wiki of the #blogtripF1

31. Building the strategy together

33. We are smarter than me
"Tell me and I’ll forget. Show me and I might remember. Involve
me and I’ll understand.“ Benjamin Franklin

34. ROE: return of
engagement

35. Conversation is on,
from minute cero, and still go on

37. 67 % of twitter users who become
followers of a brand are more
likely to buy that brand’s products
‘Engaging Consumers via Facebook, Twitter Makes Them More Likely to
Buy, Recommend,’ press release, March 10, 2010.

38. X
The ROI.The ROE: Return of Engagement
11 post with more than 19.000 visitors
More than 400 pictures
1 post, more than 200.000 visitors
37 videos/5.693 views 4 post, more than 1.400.000 visitors

39. July 19th, 2010

41. Tribes, Seth Godin. October 1, 2010

43. Just yesterday !!

44. "We should all be concerned about
the future because we will have to
spend the rest of our lives there. “.
Woody Allen

45. @abigailking @alastairmck @arantxar @isabellestravel @johnonolan @minube
@sblanco @solotraveler @travmag @victoriamdq @wildjunket @IsabellesTravel
@jimmypons @JohnONolan @lasseweb20 @Ruralworker @sarahleetravels
@terryleetravels @viajarcondiego @501places @adventuregirl @BrilliantTips
@chicadelatele @csahuquillo @DTravelsRound @WhyGoSpain @WorldLillie
@traveldudes @EverywhereTrip @velvetescape @edans @anapiccola @joantxo
Think tank travel