โดย คุณฐาปนีย์ เกียรติไพบูลย์ ผู้อำนวยการกลุ่มสารสนเทศการตลาด การท่องเที่ยวแห่งประเทศไทย เอกสารประกอบการอบรม Digital Marketing เมื่อวันที่ 26-27 กรกฎาคม 2554 ณ โรงแรม FX Resort Chaweng จังหวัดสุราษฎร์ธานี

1. ʽ F ก F ก ก .
. ʽ F ก F ก ก ก

2. ก F
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F
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3. Today Outline
1. ก ก F
2. F ก F .
2.1 F F . www.tourismthailand.org
2.2 F B2B www.thaitravelmart.com
2.3 ก F กก ก F Social Network .
2.4 TAT Mb. Application
2.5 F ก ก . ก Thailand Super Deal

4. . ก
Digital Citizen & Social Media
. (Destination Promoter) ก F ก Digital Traveler
F/
Publisher Content Editor
F F F F F
Info
Online Moderator
Photo
Video
F ก F ก F
CD Rom Facilitator
Guidebook F ก F ก
F ก F F กF ก F
F ก ก ˈ F

5. ˈ F
F F Internet
ก . 2010
1.96 F
ก ก ʾ 2000 ก F
400 %
ก F F
กF Digital Marketing
ˈ ก
F ก ก F
ก F
ก
ก ก F

6. Digital Citizens Online Traveler
Country Population Internet User Internet User Growth
(F ) ʾ 2000 ( F ) - . 2010 ( F ) %
China 1,330 22 420 (*31.6) 1,776
Japan 126.8 47 99 (*78.2) 60
South 48.6 19 39.5 (*81) 107
Korea
India 1,173 5 81 (*6.9) 1,520
Thai 66.4 2.3 17.4(*26.3) 660
* F F ก

7. ˂ ก ก F กF ˁ ก ก F ˈ
F ก ก F ก F Digital
Media
Outline map
Priority Targeted Countries

8. CHINA

9. JAPAN

10. ก F กก
F F กก F
F ก F F Fก F
Portal ˈ ก F
F ก
KOREA
F Social
Networking Blog

11. USA.

12. 1. ก ก F
content web 2.0 - Social Media
• ก ก web 2.0 F ก ˈ ก F ก F
ก F ˈ F F F F ก
• ก F ก ก ˈ F
ˆ
• F ก F F กก F
ก ก F
ก F ˈ Producer Consumer Pro-sumer F

13. ก F กF F ก ก
( F F ก F )
ก ˈ ก F F
ก กF F
1752 1916 1930 1970 2010 &
First Radio TV Computer Beyond
Newspaper
Published

14. www.travelistic.com Tom search and sees the VDO
Jane travels to Thailand while planning a trip to Thailand
and uploads a VDO on
Travelistic
Tom likes this VDO a lot and put it
on his blog/SN. It is seen by his
1000 daily readers.

15. Intelligent to Use
Technology Intelligent to Search
Make travelers more Intelligent to Share
Smarter
Intelligent to Compare and
Intelligent to purchase

16. Success Case for e-Tourism Marketing
F F F ก 25 ก . F ก F
F F
www.akhahill.com
ก Fก ก internet
e-marketing F

17. Viral
Marketing
ก F
ˈ ก F
ก F
New Client

18. • F website, Blog, Facebook Page F ก
• F F F F
• F ก ก ก F ก F FF ˈ
F ( review F )
• ก F F F F F F ( F story ) ก
F F F F F F ( F story )

19. Responsible Travel / Voluntourism
Meditation/Pilgrimage Tourism
Medical Tourism
Green Travel (Carbon Zero Tour) Wheelchair Travel in
Thailand
http://www.wheelchairtours.com/
Off the beaten track or UNSEEN in your Villegebased / Agrotourism Tourism
Destination Farmstay / Homestay Tourism
Social Media F ก LongTail ˈ F F F F

20. F present F ก
Thai Spa Standard Thailand Tourism Thailand Tourism Green Globe Clean Food Green Leaf
Standard Awards Standard Standard Standard
F ก ก ˈ (Trend)
Green Heart Green Logistic Green Attraction Green Community Green Activity Green Service Green Plus

21. Sample : BLOG
Sukko Spa @ Phuket
ก e-marketing
F ก F

22. 1. Uploading Trip Idea 2. Uploading Opinion, 3. Uploading 4.Uploading
Review Travel Guide Video
Yahoo travel Trip Advisor Lonelyplanet Youtube
5. Uploading 6.Uploading 7. Create / Join user
picture official content only net group/Blog
Flickr Wikipedia
Yahoo travel/
Blogspot

23. Uploading Video ก Viral ก F
Tourist Police 1155 Your First Friend
F F F F youtube F ก F F

24. F

25. - Search F ก ก ก F
ก F F F ก F VDO กF ก
ก
- ก ก ก F ˆ F internet F ก
ก package F F F F
World most popular and largest travel community ,
with more than 32 million unique monthly visitors,
more than 35 million trusted reviews and opinions
25

27. ก Review
TripAdvisor ก link
F website .
www.tripadvisor.com

28. ก ก Travel Review Site 1 ก www.TripAdvisor.com/Owners

29. “Once that I’m going online, 90% of my
client are foreigners and they booking
online both direct and via OTA”.
booking F

30. 1. Get Consumer insights
2. Interact with traveler
• Build up relationship
• Online crisis/Reputation management
Keep Inform / Reputation mamangement
Forum F

31. Online Crisis &
Reputation Management

32. Big Cleanup Day (1day) 294
Like 68 very positive Comments total of
TAT’s Social Media 58,811 impressions in only 3 hrs.
ก ก Fก F F
F ก F
ก ก ก F

33. 2. F ก F .
2.1 ก F F . (www.tourismthailand.org) F F
ก F ก F F ก กก F
( ก F F ก ก )
Eng/International Thai

34. New Site Map “Content”
Value Asset
Content
About Travel and Where What to see Where to Food & Travel Travel Ideas Travel
Home Shopping Multimedia
Thailand Transport to go & do stay Drink Deals & Inspiration Directory
Travel to Events Accom. Restaurant Shopping Suggested Guide &
Overview Regions Accom Accom
Thailand Calendar Directory Dir. Dir. Itineraries Map
Fast Travel Culinary Shopping Travel
Cities Activities Flight Transport E-Brochure
Facts around Classes Guide experience
Sights & Shopping in Travel Interactive
Geographic FAQ City Guide Recipes Tours Attractions
attractions Thailand Stories Map
History Interactive Tour & What to Insider’s Photos,
Accom Tickets Restaurant
& Culture Maps Packages buy Guide (Tips) VDO, Audio
Travelers’ Traveler
Religion Transport Restaurant Shop Photos
Essentials reviews
Agent in Tours, Tour
Nature Shopping Photos Videos
Your country packages Operators
Offer from Special Travel
Weather Transport Videos Wallpaper
Your country offers Agents
Flight Screen
Politic Attractions
From oversea saver
Economy Things to do Others
Language &
Events E-game
Comm
News MAP E-card
Resources
Visitor
Centers
Related
links

35. F F ก ก F กก F F ˈ ก F
Promote their business and contact details
Promote their products
Promote their special offers
Promote their events
Promote their consumer news
Lead visitors to their websites Click to their website
Lead booking and inquiries to them via email
Travelers browsing TourismThailand.org
website
and interested in
their products
Send inquiry from TAT
to them via email

36. For Travel Supplier:
F F ก ก F
Operator.TourismThailand.org

37. For Travel Supplier:
F F ก ก ก F Operator.TourismThailand.org

38. For Travel Supplier: ก ก F F F summit F F
F

39. F ก ก F e-mail ก F Click Activate link
F F ก F

47. Register Completed

48. F web 2.0 ก website F
Professional Business Template
Tour & Package Restaurant Shop Travel Deal
F F feature F F ก ก ˈ F F ก F
F ก ก

49. More Suppliers / Agents Participation
Event & Festival Supplier / Agent Info Attraction
F F F ก F ก ก F F F ก
ก F กF F F

50. More Travelers Engagement
User-generated Content
User Account
Insider Tips
F F ˈ web travel 2.0 ʽ ก F ก F FF F F
ก F F

51. More Interactive
Interactive Map
Travel Time Culculator

52. Join Mini-site F

53. 2.2 Trade and Supplier portal Development
www.Thaitravelmart.com(new phrase)
ThaiTravelMart.com ˈ website ˈ F ก
F ก ก Business to Business (B to B) กF
F ก ก F ก ก ก F FF
Online website ˈ Fก ก F F
ก ก website F . Travel directory
ก web portal Fก F F

54. E-Learning Center

55. Promotion Materials for Trade
TAT’s Trade Event Notification

56. 2.3 F F F F
TAT’s Social Media I share
I upload
I post
I blog
Social Network ก F Fก ก ก ˈ F กF ˈ
Social Networking Site F F F ก

57. TAT’s Social Media

58. TAT’s Social Media
Mission : Giving people the power to share and make
the world more open and connected
ˆ F ก 100% กก F F
Engage ก F ก F F F Brand

60. The Official Social Media for Thailand Tourism

61. 161,442 People Like This as of April, 2011

63. Amazing Thailand
Join
AmazingThailand
Fans in
Register at : www.Facebook.com

64. . . F ˈ F F F F F
ก F ก F
TAT Governor
Facebook.com/IamSuraphon
Twitter.com/Iamsuraphon

65. F F กก
Hotel Chain “Accor Hotel Bangkok”
French Restaurant
F F

66. Register at : www.twitter.com
www.twitter.com/Thailandfanclub
www.twitter.com/Go2Thailand
Eng / Worldwide Communities
Follow @ThailandFanClub
@Go2Thailand
Thai

68. ก F
- TAT’s E-Citizens Support ก F F
- Align with TAT’s PR Inter & Domestic Campaign
- Segmentation & Niche Marketing
- Fresh Content, Quick Response and 24/7 management
- Sukjai Characters: Feel Like Friend
- Bring On-Offline Activities
- Creative & Innovative Activities on Facebook platform
ก ก Social Media F F

69. 2.4 TAT Mb. Application
F ก F F F ˈ F ก ก
F ก F F F F F ˈ F F
F ˈ ก F F

70. ก Fก F Smart Phone
ก ʾ 2008 -2011
ก5 ʾ F F ก ก FF F internet F
smart phone กก F PC Labtop

71. TAT’s Official Application is now activated
http://Mobile.tourismthailand.org
Amazing Thailand App is now available to download on ...

72. CONTENT
The “Amazing Thailand”
mobile application covers a
variety of over 10,000 content
to help travelers get the
most out of their visit to
Thailand.

73. FEATURES
‣ Share on facebook
‣ Search on Map
‣ Share to twitter
‣ Near By
‣ Send email to friend
‣ Filter Search

75. 2.5 ก F ก
Thailand Super Deal 2011
ก ก F F ก F F F F
www.Tourismthailand.org F ก www.ThailandSuperDeal.com
ก ก F F ก F F ก ก F
F F F F Fก F ก ก F F F FF
Free Powerpoint Templates

76. ˈ Fก ก F ก ก ก
(Super Deal) F ก ก
F F ก Deal F ก กก
ก F F F Social Network ก
F -ก 2554
+ +

77. www.tourismthailand.org
www.thailandsuperdeal.com
Call Center 08-784-7844

78. Mobile SMS E-Direct Mail
eDM1 eDM2
***eDM3 referral to
friends/family
F ก
• DJ PR. GreenWave 106.5
•Banner Ads F ก F Sanook , Kapook , Pantip , Mthai
ˈ F
•Facebook Ads
•Exclusive interview
Call to Action : ก F F Deal •P.R. F
F F •EDM F Database . ก F 500,000
•P.R. F ก F Blogger
• ก ก ก
TAT DB

79. - F กก ก ก ก ˂
- F F F F F Fก
- ก F F ก Case
study F
- Fก F F
- ก F F (Photo, VDO, Review)
- ก F F F ก F F

80. / Thapaneek
@ Thapanee
Thapanee.kia@tat.or.th
E-mail : Mitgrp@tat.or.th www.tourismthailand.org