Travel 2.0Key aspects and emerging trends

Kajak SLOK seminar 25.5.2011

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www.lumolink.com

SERVICES

TrainingOnline marketing

Web development

We are also developing a secret product :)

PROJECT SPOTLIGHT: UNIX-TUTORIALS

• Category

• Search engine optimization

• Client

• Internal project

• URL

• www.unix-tutorials.com

PROJECT SPOTLIGHT: UNIX-TUTORIALS

• Created in 2 weekends

• Statistics for past 6 month

•Over 100 000 visitors

• Visitors from 204 countries

• 71,91% of traffic from search engines

• Marketing budget: 0€

PROJECT SPOTLIGHT: JONGLA PORTAL

• Category

• Web portal

• Client

• Jongla Oy

• URL

• www.jongla.com

PROJECT SPOTLIGHT: ANTON & NINA

• Category

• Search engine optimization for an e-commerce site

• Client

• Antoniina Oy

• URL

• www.antonnina.com

PROJECT SPOTLIGHT: ANTON & NINA

• Total revenue increase +145,87%

• Total conversion rate increase +197,31%

• Revenue increase from search engines +264,23%

• Increase in organic search engine traffic +27,74%

• Conversion rate increase for search engine traffic +196.61%

• Total increase in visits +25,81%Definition: Conversion rate is percentage of clicks that result in a commissionable activity (sale or lead)

PROJECT SPOTLIGHT: UBI WEB APP

• Category

• Custom web application

• Client

• Oulu city

PROJECT SPOTLIGHT: 65 DEGREES NORTH

• Category

• Optimizing the site for mobile devices

• Client

• 65 Degrees North / City of Oulu

• URL

• www.65degreesnorth.com

Before we had travel agents

Now we have Internet

Desire Research Purchase

Trip Post trip

Desire

Research

Purchase

PURCHASE PROCESS

• Encourage people to share the deal

• Consider using GroupOn like services

•Offer some complimentary service / gift

•Makes price comparison much harder

•Make next purchase even easier

• Calculate conversion rate and employ A/B testing

Travel

“Analysts believe that, based on the current rate of change and adoption, the mobile web will be bigger than desktop Internet use by 2015.”

-- Source: Morgan Stanley analysis 2010

Post trip

POST TRIP SURVEY

•Did you like your trip?

•Would us recommend it to your friend?

• If you answered no please let us know why

AGGREGATE

• You should aggregate user generated content

• Reviews

•Multimedia

• Tips & Tricks

Your websiteServicesProducts

(Monetization)

Content(Value)

Conversion

GOOD CONTENT MANAGEMENT ALLOWS YOU TO

• Edit content yourself

•Doesn’t vendor lock you

• Is search engine friendly

• Allows you to modify it to fit your needs

•Well supported

ANALYZE ANALYZE ANALYZE...

STATISTICS - FB

GOOGLE WEBMASTER TOOLS

Should reflect keywords you want to rank for

GOOGLE ANALYTICS ECOMMERCE

GOOGLE ANALYTICSECOMMERCE

GOOGLE ANALYTICS ALERTS

GOOGLE WEBMASTER TOOLS

COOLHAUS

EXAMPLE

WHAT COULD THEY DO BETTER

• Offer complimentary gifts to those that check-in using social networks

• Integrate Facebook which allows them to stay in touch with clients

• Encourage people share their experience in the hotel

• Monitor rating sites

• Advertise to Russians and provide content in Russian

• Create a search engine optimized content creation plan

• Calculate return on investment for different marketing channels

• Syndicate local events from other sources

ONLINE MARKETING SHOULD BE IN THE CORE

OF YOUR BUSINESS

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IMAGE CREDITS

• http://www.flickr.com/photos/drb62/3614775858/