Presentation 2nd August 2022 at Tourism Toastmasters club in Kathamandu. Royal Singi Hotel, Nepal.

1. Jeroen Vinkesteijn
https://www.slideshare.net/JeroenVinkesteijn

2. History
We haven’t even seen the tip of the iceberg. The impact of
what internet is going to do to society, for the good and the
bad, is un-imageable! 1999
What computers and the internet mean to society is
overrating in the short-term, and heavily
underestimated in the longer term
2
Goals - data - digitalization - accessibility - processing -
techniques: soft & hardware - learnings -
marketing/communication execution

3. 3
Who is who - LinkedIn
• Goals of today
• PP on SlideShare
• Please ask…
• 7 Themes

5. Theme 1
Data is leading
5

6. Presenting
6
PUM session July 2022
https://www.emerce.nl/auteurs/jeroen-vinkesteijn
https://www.emeraldforesthotel.eu/index.php?title=Main_Page
https://www.webedu.nl/bestellen/eduplaza/catalog/14109-hbo-wo
On my way

7. 7
Dominance of big tech

8. 8
Traditional TO-OTA versus MSP
https://partner.booking.com/en-gb/help/working-booking/going-live/what-are-benefits-joining-bookingcom

9. 9
Power of online platforms
• All Ad’s!
• Especially the (social media) platforms, MSP’s
• Trivago = Expedia group = Microsoft group:
Travelocity, Orbitz, Home away, Hotels.com,
Hotwire
• Booking = Bookingholding = Priceline.com Agoda
Kayak.com, Cheapflights, Rentalcars.com,
momondo, Mundi, OpenTable
• Tripadvisor: also Airfarewatchdog, Bokun.io,
Bookingbuddy.com, Cruise Critic,
Familyvacationcritic.com, FlipKey.com,
Thefork.com, Holidaylettings.co.uk,
Holiday Watchdog, Jetsetter.com, Oyster.com, SeatGuru.com,
Smartertravel.com, Tingo.com , Viator.com

10. 10
Queries – search words
Broad keywords:
• Holiday to Nepal
Fat head keyword
• Family Hotel Kathmandu
Long tail
• Two weeks trail Annapurna
Search words are crucial
• In content, name giving, labels, tags, names, handles
• Advertising everywhere as keywords.

11. Usability data
11
• Looking for web discuss sign of interest
• Usable in SEO - SEA - Features
- Content (indexing) - advertising (keywords)
• Social post, content, indexing (also towards websiets)
• All kind of other things
- Learn from
- Competition
- Misspellings
- Product info – upgrade e.g.
- Ideas
- …..

12. Use available data (for free)
12
https://www.google.com/travel https://answerthepublic.com

13. Theme 2
Mixed realities or Metaverse?
13

14. ‘Gradations’ of reality - truth?
https://www.shutterstock.com/nl/video/clip-12857384-paris-france---october-25-2015-
https://www.viator.com/tours/Paris/Eiffel-Tower-Priority-Access/d479-7845P7
• Physical reality?
• ‘Biased’ by (selective)
observation (perceived) or
software
https://www.indiatvnews.com/news/world/eiffel-tower-to-reopen-for-public-on-june-25-624878
• Framed - staged (message
+/-)
https://www.toursbylocals.com/blog/eiffel-tower

15. Prof. Luciano Floridi: ectypes
https://www.philosophy.ox.ac.uk/people/luciano-floridi
• Augmented reality: add stuff to real
environment
https://www.viator.com/tours/Paris/Eiffel-Tower-Priority-Access/d479-7845P7
https://www.groovejones.com/social_ar_101/
https://wallup.net/nilin-pc-gaming-remember-me-neo-paris-eiffel-tower-video-games/
• Virtual reality: a created
environment
• Real virtuality: non existed, mixed elements, also
physical ‘real’ spin-offs. Mixed reality,
augmented reality
• Synthetic reality: metaverse

16. Synthetic media
Synthetic Media are forms of media where AI takes on part (or all) of the
creative process. Content like artificially-generated video, voice, images or
text, deep fakes, VR etc.
https://www.instagram.com/lilmiquela/?hl=en

17. Metaverse
"Metaverse" (meta meaning beyond, and the stem verse a back-formation
from "universe")
it describes the concept of a future iteration of the Internet, made up of
persistent, shared, 3D virtual spaces linked into a perceived virtual
universe. In a broader sense more than virtual worlds, but new internet
including the news reality concepts.
https://en.wikipedia.org/wiki/Snow_Crash
https://knockaround.com/blogs/journal/best-virtual-world-games

18. Mixed realities
Synthetic Media are forms of media where AI takes on part (or all) of the
creative process. Content like artificially-generated video, voice, images or
text, deep fakes, VR etc.
https://www.youtube.com/watch?v=cz0_DZY0M9o https://www.youtube.com/watch?v=noDLH7XzN7Y

19. Specific value
Reality, the truth is what we create and, or maybe what we
accept. As long as we believe it is the truth. Rather, our truth.
This also opens so many new opportunities
https://medium.com/@Jam3/how-to-make-ai-generated-sneakers-3a39464ec58d
https://www.highsnobiety.com/p/fortnite-balenciaga-collaboration-release-info/

20. Theme 3
True , fake or fraud?
20

21. So?
http://www.quotesvalley.com/quotes/truth/page/269/ Samuel Clemens
Many challenge in all gradations of ‘reality’
New opportunities

22. Legislation and truth
https://www.ftc.gov/news-events/media-resources/truth-advertising

23. Truth in representation
Source: https://www.businessinsider.com/hotel-real-v-fake-photos-2013-12
https://tourismteacher.com/maasai-tribe-tour/

24. Is ‘staging’ okay?
• Is this just good marketing?
• Isn’t there a responsibility with customers as well?
• Photoshopping until….
• Dark patterns..
Source: https://www.businessinsider.com/hotel-real-v-fake-photos-2013-12

25. 1902
• General Ulysses Grant at City Point
• ‘Compilation’ of three images
Source: https://www.metmuseum.org/art/collection/search/294786

26. https://www.truebaliexperience.com/
Exploiting the value (semantics) of truth
True, original, organic, real, reality, fact, actual,
authentic, accurate, veracity, sincerity, genuine

27. Over the top?
https://www.idigic.net/buy-instagram-likes/

28. Truth in Identities
https://www.npr.org/2019/05/23/726353723/facebook-removed-nearly-3-2-billion-fake-accounts-in-last-six-months?t=1571840137630
https://newsroom.fb.com/news/2019/05/enforcing-our-community-standards-3/

29. Avatars – identities - handles

30. ‘Nepali’ handles

31. Theme 4
We are all social: listen 
31

32. 32
Gullible?
Span of attention
Overload of information
Technical possibilities
Scoops media
Cunningham's Law
The best way to get the right answer online, is not to ask a question; it's
to post the wrong answer.
People would like to look smart (show off), it brings awareness.

33. 33
DMO Spain part I
https://edition.cnn.com/style/article/spain-beach-body-campaign-intl-scli/index.html

34. 34
DMO Spain part II
https://spanishnewstoday.com/campaign-flop-uk-models-furious-as-spain-alters-their-images-for-body-awareness-crusade_1808661-a.html

35. Model EPOS
8/2/2022 35
https://onalytica.com/blog/posts/guarantee-content-shares-influencers/

36. Because
36

37. Other customers step in…
37
Or….competitors?

38. Social checkers
38

39. No answer
39

40. Engagement?
Retargeting: over 3.000 case, only done 15 times!
40

41. How it’s done
41

42. Facebook - Messenger - question
Goal: 0 -15 min 49%
15 min - 1 uur 24%
1 - 5 uur 9%
5 - 10 uur 7%
10 - 20 uur 0%
20 - 100 uur 4%
Non response 7%
(NON) RESPONSE FACEBOOK VRAAG 2021
42

43. Instagram compliment-post
Goal: 0 -15 min 2% 15 min - 1 uur 6%
1 - 5 uur 4%
5 - 10 uur 0%
10 - 20 uur 0%
20 - 100 uur 3%
Geen respons 85%
(NON) RESPONS INSTAGRAM TAG 2021
43

44. Social media monitoring
http://socialmention.com
Getting grip on social conversations by classification

45. Theme 5
Social selling exploding
45

46. Snaps per dag?
https://investor.snap.com/overview/default.aspx
5.000.000.000
5.000.000.000
Power of social!
https://newsroom.tiktok.com/en-us/1-billion-people-on-tiktok
https://www.arabnews.com/node/1908706/media
$ 3.500.000.000 omzet
46

47. Social commerce
Old: basic, search (Google)
‘Give me what I want’
Replacement, customers knows exactly
New or additional?: recommendation (social media)
‘Tell me what I should buy’
From algorithms, data, profile, history, cookies e.g.
Social commerce
Social media algorithms bring personal content based on your
personality, social is de driver.
47

48. Social commerce
Recommendation culture
Organized by algorithms
‘Social’ is agenda of people’s life
48
https://about.fb.com/news/2020/05/introducing-facebook-shops/

49. China leads the way
https://www.digitaltrends.com/social-media/social-media-makes-you-hate-customer-service-less/
https://www.insiderintelligence.com/insights/social-commerce-brand-trends-marketing-
strategies/
Rollen:
Creators
Influencers
49

50. Theme 6
Greenwashing and Green shaming
50

51. 51
Imago, proposition
https://traveltomorrow.com/trekking-can-change-a-life-and-the-lives-of-millions/

52. Risks
52
https://joannenova.com.au/2020/01/on-facebook-greta-looks-16-but-secretly-identifies-as-two-grown-men/

53. Bhutan
53
https://www.independent.co.uk/travel/news-and-advice/bhutan-tourist-tax-charge-triples-reopening-b2128980.html

54. Theme 7
It’s all just marketing
54

55. Expectations
• What are customers needs?
• Customers expectations?
https://www.furla.com/nl/en/pop-up-africa-at-galeries-lafayette/

56. Psychology
• Check esp. your website for the 6 (7) elements. CTA?
• Do UX test from cases
• A-B tests
https://www.youtube.com/watch?v=p8aHW2gScxU

57. Role in customer journey
• Has changed a bit, due to Covid
–What are the phases
–What are the touchpoints?
–Which devices
–Which brands?
–Which content?
–Which goals?
–How to measure?
–ROI?
https://www.travelport.com/our-views/re-drawing-the-map

58. 58
Which goals – touchpoints when?

59. 59
Online as in filling the funnel

60. 60
Exact goals?
https://traveltomorrow.com/what-is-the-worlds-hardest-cheese/

61. 61
Ideas and goals

62. 62
Ideas and goals

63. 63
Ideas and goals

64. 64
Ideas and goals

65. Ideas and goals
8/2/2022 65
https://www.youtube.com/watch?v=y7eRETLFs5I

66. 66
Ideas and goals

67. .
Wise words
http://izquotes.com/quote/188079

68. 68
Some links
• https://dnpedia.com/tlds/daily.php new domain names as sign of interest
industry, competitors
• https://trends.google.com/trends/?geo=US Trending, search words,
spelling, interest, upcoming in Google
• https://www.google.com/business more visibility data in Google of your
company
• https://search.google.com/search-console/welcome info from Google on
your search position
• https://www.youtube.com/watch?v=tFq6Q_muwG0 One hour, by Google,
how the algorithm of search works.
• https://developers.google.com/search info on your own website
• https://www.youtube.com/watch?v=wZAIRHxWnUA Video explaining Moz
bar, information on website links, PA, DA
• https://www.thinkwithgoogle.com/intl/en-154/feature/testmysite Free
(speed)test of your website
• Which social media brand, why https://blog.hootsuite.com/types-of-
social-media/ or https://brandmentions.com/

69. 69
Some more links
• https://www.incomediary.com/how-much-traffic-website-gets/ 10 Little-
Known Ways to See How Much Traffic a Website Gets
• https://www.youtube.com/watch?v=p8aHW2gScxU simple video on
Cialidini principles
• https://www.similarweb.com Lots of free info (mind the restrictiosn) on
competitors, other websites
• https://edition.cnn.com/2021/10/28/opinions/zuckerberg-facebook-
meta-rushkoff/index.htm Bill Gates on the metaverse
• (Free) social media monitoring: https://blog.hootsuite.com/social-media-
monitoring-tools/
• Social media monitoring affordable start, nice tool:
https://www.hootsuite.com/platform/monitor (Brandwatch)
• Free courses: Google:
https://learndigital.withgoogle.com/digitalgarage/courses
• Free courses: Facebook-Meta: https://www.facebook.com/business/learn
• Free courses: Snap Academy https://forbusiness.snapchat.com/blog/get-
certified-snapchat-ads-manager-campaign-activation

70. https://www.linkedin.com/in/jeroenvinkesteijn/
https://www.slideshare.net/
निमन्त्रणाको लागि धन्त्यवाद। तपाईको
ध्यािाकर्सिको लागि धन्त्यवाद
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