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