4. HOW TO GAIN ONLINE VISIBILITY
You Create Visibility (offerts/contents)
•
You earn your Visiblity (word of mouth)
•
You work on findability(search engine marketing)
•
You Buy Visibility (advertising)
•
• You Share Visibility (co-marketing)
4
12. THE IMPACT OF “SOCIAL WEB” ON
TOURISM
NEW DYNAMICS OF SOCIAL BEHAVIOUR OF REFINED
Evolution of
INTERACTION AND DIFFERENTIAL
users
BUYING
Evolution of
the new
Evolution of
Evolution of intermediares
Technological
qualification for
“Social Web”
INVOLVMENT OF USERS
WIDGETATION OF IN THE MARKETING
TURISTIC OFFERS PROCESS
Evolution
New
Of the
Competitors
incumbent
Maurizio Goetz 2008
NEW MODELS OF MARKETING
DISTRIBUTION (SYNDICATION)
28. USER EVOLUTION
Phase One: sharing experiences
Users organise Users create a
The users
a change of social network
exchange
information for meeting
information
and people with
pertaining to
experiences the same
their travel
amongst each interests
experiences
other
Technological qualification
User Generated Content
PersonalTravel Blog Tourist
Audiovisual web Social Network
Social Bookmarking Travel guide UGC
Wiki travel
Rating
29. THE ROLE AND THE TECHNOLOGY
QUALIFICATION AND THE UGC
40. EVOLUTION OF THE USER
Phase Two: Social Travels
Users use
The users Users
their
organise to use tools
travels to
travel always
create
together, more
new
amongst sophistic
relationsh
themselves ated
ips
Tecnologie abilitanti
Social Travels co-travelling service second generation search
tools
64. COMPETITIVE EVOLUTION OF
TURISTIC SEARCH TOOLS
Competizione Competizione sulla
Competizione per locale o globale precisione
l’attenzione
Competizione sui
Competizione sui
travel partners
business models