Web Customer Acquisition

Transcription

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Optimisez vos stratégies web Double-check your web strategies
« Web Customer
Acquisition »
Michel Leblanc,
M.Sc. commerce électronique
Plan
¾ Present
¾
¾
¾
¾
Online Travel Importance
Consumers stats
Consumers Profile
Types of Players
¾ Types of Players
¾ Web 2.0
¾ The Future
¾ Marketing 2.0
¾ Blogue, wiki, Social Medias
¾
¾
¾
¾
Facebook
Desktop application
Wi-Fi
Virtual worlds
¾ HI-Canada
© Tous droits réservés – Analyweb Inc. 2006
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Source : http://www.cyberpresse.ca/article/20070112/CPVOYAGES/701060716/5298/CPVOYAGES
¾Internet will sell more than travel
agents in 2007, predicts
PhocusWright. 54 % of all travel
sold in Canada will be on the web*.
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Consumers stats
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Source: *IpsosReid 26 mai 2004.
**Présentation Ride The Wave WizCom Customer Conference,19 Mars 2001, par Philip C. Wolf,
President PhoCusWright Inc.
Consumers stats
¾ Cyber consumers are Canadian men, aged 18
to 54 and represents 65% of all cyber
travellers that look for information during
their planning process.*.
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Source: *Don Tapscott cited in http://www.nationalpost.com/story.html?id=756dfc7e-7057-44b6-bb4e-7a78d0872c99
Net Generation
¾ Larger population than the baby-boomers
¾ "These kids are different and they are
going to change marketing and the way we
manage the world,"
¾ "They have no fear of technology because
it's about as glamorous to them as a
refrigerator is to us."
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Source: *Don Tapscott cited in http://www.nationalpost.com/story.html?id=756dfc7e-7057-44b6-bb4e-7a78d0872c99
Net Generation
¾ "They are online reading, searching, entertaining,
strategizing, authenticating, organizing, creating.
This generation processes information differently."
¾ 68% said they wanted a two-way relationship with
brands and be able to give input during
development.
¾ They converge work and fun Some 74% said
having fun while using a product is just as
important as product performance.
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Types of Players
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Types of Players
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Types of Players
Destination
Itinerary
Best Deal
Inspire
Plan &
Research
Shop &
Compare
Reserve &
Pay
Book
Experience &
Re-live,
Communicate Inspire Others
Travel
Share &
Reminisce
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Web 2.0
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Web 2.0
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Control is shifting
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Control is shifting
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Control is shifting
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The Future
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Source : http://www.gapingvoid.com/Moveable_Type/archives/004193.html
Marketing 2.0
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Source : Invisible Marketing: What Every Organization Needs to Know in the Era of Blogs, Social Networks and Web
2.0, a Marqui whitepaper, june 2006
Marketing 2.0
Blog
¾ As many definitions as there are bloggers
¾ Some elements:
¾Contraction of Web and log
¾Post with commentaries
¾categories, tags, archives
¾RSS, hyperlinks and blogroll
¾Tone
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Source : http://www.michelleblanc.com/2006/04/04/10-etapes-reussir-entree-web/
Why are blog so efficient in
SEO?
¾ Search engines likes sites with lots of content
and that are frequently updated;
¾ Search engines likes hyperlinks from the
inside and outsides;
¾ Search engines likes popular and unique
contents.
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Wiki and social medias
¾ Content management software that allows visitors
to freely add content
¾ Wikipedia
¾ Wikitravel
¾ Wikimapia
¾ Social Medias
¾ Wiwih.com (Who is who in Hospitality)
¾ Hotelido.com
¾ tourismexchange.com
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Wiki, Wikimapia
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Source :http://flickr.com/photos/stabilo-boss/101793493 et http://www.flickr.com/photos/stabilo-boss/93136022/
Social Medias
Facebook
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Facebook
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Tourism 2.0
¾ Viral Podcast
¾Podcast contest for Ireland
http://www.shamrock.org/podcast/
¾ Word-of-mouth (WOM)
¾Starwood Hotel with Aloft
conceptwww.alofthotels.com
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Buzz
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Consumer generated publicity
¾ http://video.google.com/videoplay?docid=2658679357859988502&q=travel+commerci
al
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Desktop application
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http://www.kidspotter.com
Source : http://www.veilletourisme.ca/fr/resultats_recherche_article.aspx?id_article=191
Wi-Fi
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Wireless
http://www.google.com/gmm/index.html
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¾ http://www.stratevent.fr/fr_detente_chasseautresor.html
¾ http://www.cityshownyc.com/
Wireless
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Virtual worlds
Habbo Hotel http://www.habbo.fr/
London Taxi Rush Hour
http://www.datadesign.uk.com/
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HI-Canada
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HI-Canada
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HI-Canada
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HI-Canada
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Your Association and Web 2.0
¾ It’s all about the conversation
¾ Your Members – Show Some Love to Your Association’s Most
Valuable Asset
¾ Allow your members to create and post relevant articles
¾ Record your events and podcast / vodcast them on your site
¾ Start an association blog using active members of your
association as authors
¾ Open a rating or commenting system for your Web site
content
¾ Shoot and share event photos
¾ Incorporate a wiki for collaboration purposes
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TANX!
Michel Leblanc M.Sc.
514.272.0998
[email protected]
and visit my French blog
www.michelleblanc.com
The pictures are in English…
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Web Customer Acquisition

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