Online marketing for travel industry in Finland. Presentation for Kajaani AMK SLOK seminar.

1. Travel 2.0 ^_^
Key aspects and emerging trends
Kajak SLOK seminar 25.5.2011

2. PLEASE INTERRUPT ME!

3. www.lumolink.com

4. SERVICES
Web development
Online marketing Training
We are also developing a secret product :)

5. PROJECT SPOTLIGHT: UNIX-
TUTORIALS
• Category
• Search engine optimization
• Client
• Internal project
• URL
• www.unix-tutorials.com

6. 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€

7. PROJECT SPOTLIGHT: JONGLA
PORTAL
• Category
• Web portal
• Client
• Jongla Oy
• URL
• www.jongla.com

8. PROJECT SPOTLIGHT: ANTON &
NINA
• Category
• Search engine optimization for an e-
commerce site
• Client
• Antoniina Oy
• URL
• www.antonnina.com

9. 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)

10. PROJECT SPOTLIGHT: UBI WEB
APP
• Category
• Custom web application
• Client
• Oulu city

11. PROJECT SPOTLIGHT: 65 DEGREES
NORTH
• Category
• Optimizing the site for mobile devices
• Client
• 65 Degrees North / City of Oulu
• URL
• www.65degreesnorth.com

12. Before we had
travel agents

13. Now we have Internet

15. Desire Research Purchase
Trip Post trip

16. Desire

22. Research

26. Purchase

27. 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

28. Travel

29. “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

34. Post trip

35. POST TRIP SURVEY
• Did you like your trip?
• Would us recommend it to your friend?
• If you answered no please let us know why

36. AGGREGATE
• You should aggregate user generated content
• Reviews
• Multimedia
• Tips & Tricks

37. Services
Content
Products Your website
(Value)
(Monetization)
Conversion

38. 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

39. ANALYZE ANALYZE
ANALYZE...

42. STATISTICS - FB

43. GOOGLE WEBMASTER TOOLS
Should reflect keywords
you want to rank for

44. GOOGLE ANALYTICS
ECOMMERCE

45. GOOGLE ANALYTICS
ECOMMERCE

46. GOOGLE ANALYTICS ALERTS

47. GOOGLE WEBMASTER TOOLS

48. COOLHAUS

49. EXAMPLE

51. 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

52. ONLINE MARKETING
SHOULD BE IN THE CORE
OF YOUR BUSINESS

53. THANK YOU!
Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed
Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed
www.lumolink.com

54. IMAGE CREDITS
• http://www.flickr.com/photos/drb62/3614775858/