internet for hospitality 20-26 apr 11

1. Internet for Travelling Business
Sales & Marketing Department
Aprill 2011

2. Internet for Travelling
Business
Business Model Framework
Client
Relationships
Client
Segments
Distribution
Channels
Latest version [ Osterwalder, 2008b]

3. Internet for Travelling
Business
R
Client Segments
Customer online should be segmented in 2 groups
1. Human : consume goods and service
2. Robot or Spider : consume data and Key Words

4. Internet for Travelling
Business
R
Distribution Channels & Client Relationships
Can be called Sales and Marketing
1. Sales
2. Marketing

5. Internet for Travelling
Business
R
Distribution Channels & Client Relationships
Can be called Sales and Marketing
1. Sales : new customer
 Website (WEB)
 Pay Per Click (PPC)

6. Internet for Travelling
Business
R
Distribution Channels & Client Relationships
Can be called Sales and Marketing
2. Marketing : repeated guest
 Search Engine Optimization (SEO)
 Search Engine Marketing (SEM)
 Website (WEB)
 Pay Per Click (PPC)
 Blog

7. Internet for Travelling
Business
R
 Pay Per Click (PPC)
Google ads;
have not to place as few people will click

8. Internet for Travelling
Business
R
 Blog

9. Internet for Travelling
Business
R
Distribution Channels & Client Relationships
Can be called Sales and Marketing
Sales = website
Marketing = social media

10. SEARCH ENGINE OPTIMIZATIONS
An idyllic retreat where
serenity meets comfo

11. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO)
• use for sales and marketing; tend for sale
• online marketing “web 1.0”
• one-way communication; give information and sell
• Google / Yahoo

12. SEARCH ENGINE
OPTIMIZATIONS
R

13. SEARCH ENGINE
OPTIMIZATIONS
R

14. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO)
How does a search engine work?
Finds new pages or
Every / some words
changed information
on the page
User on a page
Search engine’s Internet
Search engine’s server
database index
Spider or Robot

15. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO) : Google
How does a search engine work for google?
Every / some words Finds new pages or
User on the page changed information
(* keyword) on a page
Google’s main Internet
server (websites)
Google website
Google-bot

16. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO)
• Vocabulary :
 Keywords search engine (bot,spider)
 SEO bot,spider
website
 score website

17. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Optimization (SEO) : Google
 search engine google
, picture file name, clip VDO name
Link java script flash
java script
flash website
keyword

18. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Process
On Page Optimization
 Domain Name most important
 Meta Data Design
 Content Optimization 2nd important
 Linking & Anchor Text
 Image Optimization
 URL (Universal Resource Locator)

19. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Domain Name
• key word ex. koh chang, beach thailand etc.
• ex. Ú, é
• karaoke ex. Mai aow, ta lay
• Domain link web
www.kohchangkacha.com, www.kacharesortandspa.com

20. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Meta Data Design
• Title : slogan/ .,/
-?!/ - characters/ avoid common words
• Description : website
search engine website char.
• Keywords : website
internet /

21. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Meta Data Design www.kohchangkacha.com
• Title
Fair but too short

22. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Meta Data Design www.kohchangkacha.com
• Description
Fair but too long

23. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Meta Data Design www.kohchangkacha.com
• Keywords
Fair but too long and
too much repeated words

24. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Content Optimization
• Put heading tag in every page
• Put keywords in header tag
• Avoid using many header 1 on the same page
*header tag header 1

25. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Content Optimization
www.kohchangkacha.com

26. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Linking & Anchor Text
• Put keyword in anchor text rather than general words
ex. click here, next, go home etc.
• Don’t repeat the same anchor text again and again

27. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Linking & Anchor Text
www.kohchangkacha.com

28. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Image Optimization
• Use keyword for image’s name
• Image can be link
• Avoid flash page

29. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 Image Optimization
www.kohchangkacha.com

30. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 URL (Universal Resource Locator)
url website

31. SEARCH ENGINE
OPTIMIZATIONS
R
On Page Optimization
 URL (Universal Resource Locator)
www.kohchangkacha.com

32. SEARCH ENGINE
OPTIMIZATIONS
R
Tools for checking and support website
checking how our website position is
• www.google.com/analytics/ seach
website
• www.perfect-optimization.com
website
• http://htmledit.squarefree.com source
website

33. SEARCH ENGINE
OPTIMIZATIONS
R
google analytics

34. SEARCH ENGINE
OPTIMIZATIONS
R
perfect optimization

35. SEARCH ENGINE
OPTIMIZATIONS
R
htmledit.squarefree.com

36. SEARCH ENGINE
OPTIMIZATIONS
R
Search Engine Process
Off Page Optimization
 Link Popularity
 HQ Paid / Free Directories
 Press Release
 Social Media Marketing
 Blog
 Online Community

37. SOCIAL MEDIA
An idyllic retreat where
serenity meets comfo

38. SOCIAL MEDIA
R
Social Media
• It is “digital marketing”
• online marketing “web 2.0”
• two-way communication

39. SOCIAL MEDIA
R
Social Media

http://www.facebook.com/dusitinternational
http://www.facebook.com/Emporiumfanclub


40. SOCIAL MEDIA
R
Social Media
 community ex.
http://www.facebook.com/AmazingThailand
http://www.facebook.com/sleeplessgarden
http://www.facebook.com/nokairlines
http://www.youtube.com/watch?v=USiaeXzYkOE
http://www.facebook.com/Sofitel

41. SOCIAL MEDIA
R
Facebook
http://www.facebook.com/joicezee

42. SOCIAL MEDIA
R

43. SOCIAL MEDIA
R
Social Media
 (Maslow
celeb)
http://www.youtube.com/watch?v=UFqcgOV6iX0&feature=related
http://www.youtube.com/watch?v=wKZ4A9GMX1I
http://topicstock.pantip.com/blueplanet/topicstock/2010/05/E9255771/E92
55771.html

44. SOCIAL MEDIA
R
Youtube
http://www.youtube.com/results?search_query=kacha+resort&aq=f

45. SOCIAL MEDIA
R

46. SOCIAL MEDIA
R
http://www.youtube.com/watch?v=ydtpZO9a7uw&feature=related

47. SOCIAL MEDIA
R
Flickr
http://www.flickr.com/

48. SOCIAL MEDIA
R

49. SOCIAL MEDIA
R
Social Media
 feedback
Tripadvisor : Customer Relationship
Management (CRM)

50. SOCIAL MEDIA
R
Social Media
*Adele Gutman, VP of Sales & Marketing at HKHotels
Tripadvisor
review
: http://www.4hoteliers.com/4hots_fshw.php?mwi=4313

51. SOCIAL MEDIA
R
Tripadvisor
http://www.tripadvisor.com/Hotel_Review-g580110-d629717-Reviews-
Koh_Chang_Kacha_Resort_Spa-Koh_Chang_Trat_Province.html

52. SOCIAL MEDIA
R
Social Media

Ex. ensogo/ coupon.co.th/

53. SOCIAL MEDIA
R
Ensogo
http://www.ensogo.com/thailand/

54. SOCIAL MEDIA
R

55. SOCIAL MEDIA
R
Coupon.co.th
http://www.coupons.co.th/

56. SOCIAL MEDIA
R

57. 3 STEPS FOR SUCCESS
IN DIGITAL MARKETING
An idyllic retreat where
serenity meets comfo

58. 3 STEPS FOR SUCCESS
IN DIGITAL MARKETING
R
Promotion
Social Media
Website