Integrated social mobile and online travel customer experience sml

www.citeze.com

Integrated Social Online Travel Business Model

Purple Spinnaker
Creating a NEW online Travel proposition London
combining, booking, community, mobile, SEO +44 7887 644 799
and social communication……… julie@purplespinnaker.com

www.purplespinnaker.com

Agenda

 Business Proposition

 Innovation in Online Travel 2011

 New Online Travel Business Proposition – citeze city breaks
 Business Proposition

 Core Components
 Products & Services
 Technology
 Content
 Mobile

 Insight Strategies

 Time Line & Workstreams

 Next Step’s

©Copyright purple spinnaker Ltd. 2011

Business Proposition

Proposition: Build an online city break social commerce travel business.

Revenue: Sale of city break packages, flights and/or hotels
Consumer Mobile destination travel tools and guides
License mobile toolkit to external partners
Product: Citybreak holidays
Mobile destination travel toolkit and guides

Innovation: Combine online social and mobile business strategies with SEO and
online travel best practise to create a customer experience driven
online travel service which
 Engages customers during their purchase journey
 Extends the brand experience to the destination
 Encourages ands reward on-going customer feedback
 Encourages and rewards brand advocacy
 Drives customer loyalty and repeat purchases

Go To Market Strategy will be driven by online SEO & Social Business Strategies.


Business Success Criteria and Measures

The business success criteria and measures below may changed, added to or
replace during the business planning and development process.
Revenue Per Profitability Per
 City  City
 Package  Package
 Flight  Flight
 Hotel  Hotel
 Mobile Travel Guide  Mobile Travel Guide
 Individual Transaction  Individual Transaction
 Customer  Customer

Website Metrics Customer Loyalty,
Community Membership
• Number of Visitors & Participation
• Conversion Rate Look to Book
• SEO Analytics • Community Membership
• Referral Site Traffic • Frequency of Visits
• Direct Traffic • Purchase Value
• Time on web site • Number of repeat purchases
• User Journeys • Contribution to Community
• External Advocacy + influence

The underlying technology must support the creation and delivery of the data
required to measure the business.


Innovation, Social Business Success & New Entrants

ONLINE TRAVEL 2011


Telegraph Start-up 100 – Travel & Transport April 2011
The Start-Up 100, in conjunction with TechCrunch Europe, is supported by Orrick, Silicon Valley Bank and Microsoft BizSpark.

www.cartrawler.com www.emesa.nl www.housetrip.com www.momondo.com

www.onefinestay.com www.skyscanner.net www.voyage-prive.co.uk

Each of these organisations has been selected as travel tech startups to watch.
There is no “step change” in business model or use of new social and mobile technology.

http://www.telegraph.co.uk/technology/technology-startup100/8418664/Start-Up-100-StrategyEye-interactive-guide.html


Other Travel Companies Innovating Online

Individual Travel Blogs Trip Planning Community Hotel Reviews & Book

http://www.blogs-de-voyage.fr/ http://www.travellerspoint.com/ http://www.oyster.com/

Travel Community Gamified Travel Community Customer Travel Journeys

http://www.travelpost.com/ http://www.gogobot.com/ http://www.vtravelled.com/
Under review
New version due out in q4

Mobile starting to feature…..
Apps

http://socialstay.com/

Mobile Apps

There are a range of
companies creating mobile
applications for use when
travelling they include

• Free apps
• Paid for apps
• Free plus in app paid for
content
http://www.discoverhongkong.com/planner/eng/ http://traveldk.com/apps • Mobile platforms which
create mobile apps for
destinations & features


Multi-channel Booking….

Facebook – flights, hotels & holidays

Mobile – flights & hotels


Travel is evolving online and the transaction side of the services is
moving to become a multi-channel feature.

The opportunity is to look beyond the transaction to the customer
experience, business operating model and customer acquisition,
engagement and retention.


No-one is bringing it all together to create a NEW online
Travel proposition combining, booking, community, mobile
and social communication………

CITEZE – PROPOSITION


Citeze Plan Your City Break, Create & Share Your Mobile Itinerary Find Places or People

Plan Your Trip City Guides Community Inspiration Reviews Spread the word

Already a member, please login

Username
Sign up with your
Password
email address

Top 10 Attractions Top 10 Attractions Top 10 Attractions Who’s been travelling?

City Reviews City Reviews City Reviews

Plan Your Trip Plan Your Trip Plan Your Trip

Citeze Recommend Citeze Mobile City Break Planner

Historic Trip Maps
Top 10 Attractions Top 10 Attractions Top 10 Attractions Itinerary
Culture & Arts
Health Food
City Reviews City Review City Reviews & Local
Health & Spa &
Events
Fitness Drink
Plan Your Trip Plan Your Trip Plan Your Trip Food & Drink
Community
Local More
Activities Reviews Info

Create your citeze planner
Download your mobile app
Buy City Break info from our partners

New Business Model – citeze

Citeze generates online revenue through innovatively combining technology, people & content to a unique travel
proposition combining, search & book, online recommend & review community, trip planning & destination guides.

Search, Plan
& Book
City Breaks Customer acquisition,
service, engagement &
loyalty
Top 10 Attractions Revenue
£££ Who’s been travelling?
City Reviews

Plan Your Trip
Travel
Consumers

Mobile Trip Travel Ideas
Citeze Recommend
Planner & & Review
Revenue City Guides Community Historic
£££ Culture & Arts

Citeze Mobile City Break Planner Health & Spa

Food & Drink
Trip Maps
Itinerary Activities

Health Food
& Local
&
Events
Fitness Drink

Community
Local More
Reviews Info

Customer Acquisition & Retention Funnel

Integrated Customer Acquisition
Social, SEO, WOM, Affiliates, Adwords….

Prospects can access service via multiple
channels and interest is sparked

Customer
Customer Clicks to find out more

Customer joins community

Customer makes a purchase

Customer participates to community

Customer returns to community

Customer makes further purchase

Customer becomes advocate
& promotes service


Identify Core Technology

Citeze is driven by technology, people and content, adopting a buy, build or partner strategy in
the creation of the proposition. There are 7 areas of technology in the citeze solution:

 Website – User Interface
 Login & Community Access (individual & via external social networks)
 Community/social Network
 Booking Engine
 Destination Content
 Free content
 Rated Content
 Licenced & paid for content

 Mobile Application
 Iphone
 Android
 Other App platforms

 Multi-channel (online, social & mobile) Integration
 Booking

 Multi channel Social Communication
 Listening, Monitoring & Responding
 Managed Social Communications


Citeze Technology, Content & Insight Components

Booking Engine City break
Sales citeze
Database Insight
Customer Dashboard (s)

New Customer Profile Loyalty
Database Business
Customer
Customer Strategy
Insight
Database
Community

CUSTOMER & BUSSINESS
Customer
Strategy
Customer
Non-Member
Product
Strategy
Trip Planning

INSIGHT
Destination
& Trip Planning
Database
Customer SEO & Website
Member Mobile Strategy

Mobile Engine Database
Email
Campaign
Strategy

Online
Website Engagement
SEO & Web Analytics Analytics
Database
Strategy

Email Social
Email Management Database Strategy

Brand &
Reputation
Social Insight Strategy
Social Media
Monitoring
Social Media Brand & & Insight DB
Reputation Monitoring


Multi-channel Login & Community Membership Paths
There are 3 primary roots to becoming a community member and customer, via social network, email or point
of purchase. Each root will create an online profile and customer account using email address, username and
external social network with id/username, where supplied.

Sign up with
email address

Already a member, please login

Username
Password

Each login path, creates individual customer profiles,
which gives access to the citeze online community and a
range of additional member only services & discounts.

The goal is to make joining the community an easy
process, which also provides an opportunity for citeze to
allow members to connect with friends and utilise
exsiting social networks to share travel experiences &
planned trips.


Hosted Travel Community
Example of an active member of the gogobot.com travel community

Ask for trip advice

Places Visited & Reviews

Activity Rewards - Badges

Member Reviews & Ratings Friends & Followers Wish List Trip Plans – Future & Past

Hosted Community Monitoring, Insights & Reporting

Community metrics offer a broad range of data:
• for an individual user
• a single forum
• blog
• idea exchange
• entire community
• configurable periods of time ranging from an hour to a year
• Measure the most or least popular social interactions
• Identify which topics are most active
• Highlight topics and users community members find interesting, etc…

The community platform can also monitor the impact of individual and groups of members identifying the content they author, how
well it’s received in the community and how often their content is rewarded.

Identify Experts:
Track who is answering questions, the response of the community to the
value of the information to find the real experts
Reward Experts:
Use a ranking system to reward loyal, helpful users through special
privileges to these users which can increase levels of participation.
Measure Success:
Use community metrics to tracks post rates, message views, time-to-
response and other performance indicators measuring the health of a
community.


Booking engine

A core element of the citeze service is the
booking engine, which gives customers and
members access to a range of city-break
destinations, flights and hotels.

Directline-citybreaks has the booking
engine and access to flights, trains, hotels
and packages.


Content – mobilising & monetising travel content

Free Travel Tools

Paid for Destination Guides

Travel Publishers creating
paid for mobile offerings

Custom content apps


Mobile Destination & Trip Planning Apps

Citeze Mobile Trip Planer Member Created Trip Plans

 Mobile App have 3 versions
 Free App

 Paid for App
 Standard application features, functionality and content
 30% of revenue goes to platform ie iTunes, android

 Free App with In-App Purchases
 Free app
 Customer can pay for additional features, functionality
and content from within the application

Top In-App Purchases
Paris$5.99
London$5.99
New York City$5.99
Rome$5.99
Italian$2.99
Amsterdam$5.99
Barcelona$5.99
Buenos Aires$5.99
French$2.99
Bangkok$5.99


Multi-channel Booking

Website

Facebook

Mobile

Customers will look to book trips via multiple channels – not all channels are
required in phase I, however the business strategy should include all channels.


Social Media Monitoring & Responding

Use social media campaign management tools to schedule, manage & report on multi channel communications:

PR & Reputation Social Media
Marketing & Brand
Management Measurement
Competitive Audit
Monitor
Monitor
Respond To Crisis How does the brand
Measure
Create Content compare to competitors
Analyse
Update on Events & across social channels?
Report
Promotions
Brand Assessment
What is the perception
and reach of citeze across
Customer Support social channels?

Identify customer support,
product features, Market Research
functionality and issues.
What can we learn about
citeze market, customers
& prospects?

Community Management Product Performance
Marketing Effectiveness
Create Guidelines How effective is the
How effective is our
Monitor Activities launch of a new product?
marketing strategy &
Encourage Participation Obtain feedback on
campaign messaging?
Respond to Inquiries product features.


Multichannel Social Communications


Social Media Campaign Management

Use social media campaign management tools to schedule, manage & report on multi channel communications:


The underlying technology collects, manages and delivers
data to the business to inform and support business
strategies and decisions.

BUSINESS INSIGHT


T

Business Insight
r
a
v
e
l

E
c
o
s
Full
y
Ecosystem
s
t
e
m
c
i
t
citeze
e
Ecosystem
z
e
E
a
r

Social SEO &
n
e
d

Insight Website
citeze
Owned

c i t e z e
Analytics

Content Customer
Strategy Insight Regular Customers
Occasional
Customer
Hardly Ever

High
Premium Standard Potential
Spend

Med Standard Potential Uncommitted
Spend

Low
Potential Uncommitted
Spend

Frequent Infrequent Rare


Social Insight Strategy

The travel social ecosystem will provide the customer and market insight to drive the social
business strategy, through listening to understanding customer needs and desires to create a
customer centric online city-break experience.

1. Listen to & learn from travel customers
conversations outside travel & citeze
Full ecosystems to identify customer insights
Ecosystem
2. Listen to & learn from conversations
about travel products & services,
competitors & complimentary services.
Travel
Ecosystem

Citeze customer acquisition strategy

Citeze customer engagement layers
3. Listen & learn from citeze & competitor
citeze customers & prospects conversations
Ecosystem about citeze products & services on public
forums & social networks.

4. Listen to & learn from conversations
citeze
about citeze on managed public social
Earned
networks FB, Twitter, Linkedin, Youtube…

5. Listen to & learn from citeze customers
citeze
Owned
conversations about citeze products &
services within the citeze community

citeze


Learning from Social Insights Conversation & Behaviour

1. Listen to & learn from travel customers
conversations outside travel & citeze
ecosystems to identify customer insights

1. Are people discussing city breaks in online communities? YES, but they spell it in more than one way.

city-break UK English Apr 10 - Mar 11 3,438
city break UK English Apr 10 – Mar 11 3,359
citybreak UK English Apr 10 - Mar 11 152
Social Insights can feed into SEO
strategies to ensure all versions of
city-breaks UK English Apr 10 - Mar 11 1,289 the words and phrases are included.
city breaks UK English Apr 10 - Mar 11 1,252
citybreaks UK English Apr 10 - Mar 11 109

2. Is there more than one group talking about city breaks? YES, but there are a few main communities.

746,997 members 554,966 members 396,706 members 89,251 members
1,516,515 threads 1,315,204 threads 1,344,366 threads 448,763 threads
21,393,991 posts 22,991,146 posts 25,346,810 posts 7,584,267 posts

3. Where else do people talk about city breaks?
• News
• Travel
• Other interest websites
• Social Networks.


SEO & Website Analytics

 SEO Analytics
• Site content
• Links to site
• Site coding (and meta tags)
Social Insights can feed into SEO
• Site submission to SEO engines
strategies to ensure all versions of
the words and phrases are included. • Links within the site
• Click though rate
• Comparison against competitors
• ….

 Website Analytics

SEO

Website Analytics


Content Strategy using customer sharing behaviour

1 How is content shared today?

2 What content is shared?
What are the key
drivers of content 3
sharing?

What is the emotional
4 engagement with shared
travel content?

5
What does it mean for customer acquisition,
sales, community participation?

Customer Insight

Customer transaction history provides a customer loyalty model which answers:

Who Buys?
What do they buy?
How frequently do they buy?
Who is loyal?

Loyal
Regular Customers Occasional Customer Hardly Ever Lapsed Gone

High Spend Premium Standard Potential
Gone
Lapsed
Lapsed Away
Med Spend Standard Potential Uncommitted

Low Spend Potential Uncommitted

Frequent Infrequent Rare
Potential

Understanding customer purchase behaviour and developing loyal segments enables citeze to
engage with existing, future and historical customers across multiple channels with different
strategies and messages.
Combining loyalty insight with social insight and hosted community activity citeze can develop a
multi dimensional understanding of customer buyer behaviour and needs which can be used to
evolve the product and service offering.

Integrated social mobile and online travel customer experience sml

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