Day 1 of 3: Internet Marketing and Social Media Workshop held inCooktown, Queensland, Australia for tourism operators

1. Workshop 1: Essentials of Internet Marketing Blueprint for the Bush (B4B)

2. Workshop Programme Series of 3 workshops Building block approach Emphasis on practical applications to empower YOU to drive business results

3. Workshop 1 Principles of Internet Marketing Components of online strategy Website design performance Domain names and hosting Basic SEO Blogging Basics Continual Evaluation

4. Workshop 2 Web 2.0 and Tourism Industry Consumer Behaviour Trends Experiential Marketing Website Optimisation Use of Interactive Media Search Engine Optimisation Pay Per Click/Action Campaigns Online Booking/Distribution Email Marketing Analytics and Reporting

5. Workshop 3 Social Media and Tourism Benefits of Embracing Social Media Monitoring Customer Reviews Responding to Feedback Principles of Engagement Blogging Twitter Facebook

6. Question? What are your current experiences and use of internet marketing?

7. Principles of Internet Marketing Global reach – not just major brands Personalisation Interactive marketing Right time marketing Integrated marketing Levelling the Playing Field “Channel Shifting” – Value Added

8. Components of Online Strategy Key Components Website design Search engine optimisation Pay Per Click Campaigns Email marketing Online distribution strategies Social media marketing

9. Components of Online Strategy

10. Customer Integrated into Process

11. Internet Usage and Consumer Behaviour Online shopping increasing at exponential rate ABS - over 17 million Australians spend at least half an hour per week online – over 61% of this number spends more than 8 hours a week online. Researching travel most popular for all demographics

12. Internet Usage and Consumer Behaviour Igeneration (target markets) Characteristics of the tourism product Intangibility High risk purchase High decision making involvement Seasonal and perishable Highly competitive

13. Internet Usage and Consumer Behaviour

14. Internet Usage and Consumer Behaviour

15. Question? Website self designed or professionally built What design principles were followed Emphasise marketing or information Customer engagement? Social Media? What do you expect to achieve?

16. Planning/Reviewing Website

17. Website design – Key principles Visual design (consumer behaviour) Content Consistency Usability Visibility Evaluation Updating – current content

21. Website: User Behaviour A user will automatically associate the quality of your website with the quality of the business and its offerings Web users are impatient and expect instant gratification Users don't make optimal choices Users follow their intuition Users want to be in control Users don’t read, they scan

22. Website: User Behaviour

23. Website: Design The best performing websites are characterised by -Simple layout -Centered orientation -Design the content, not the page -3D effects, used sparingly -Soft, neutral background colours -Strong colour, used sparingly -Use images that are relevant, meaningful -Plenty of whitespace - Nice big text, easily readable fonts and 1.5 line spacing

24. Simple Layout – Centred Approach Content feels up-front and confident Need to easily guide the user through certain pathways of behaviour – guiding the eye

26. Website Content Modern web designs put less energy into designing the canvas and rather focus on designing the content itself. Draw attention to the message, not the design Marketing vs. information Emotive and experiential text Information: Relevant and concise content – update regularly Consider target market

27. Website Consistency Coherent Pages Consistent = Professional Contributes to ease of use Consistent promotion of Brand

28. Website Usability Simple, simple, simple Keep navigation simple and consistent Adhering to Standards Consistent Pages

29. Address customers needs Think about what your customer needs versus what you are trying to achieve Clear Call to Action – Give your customers the satisfaction of completing their goal

31. Practical: Website Development Think about user tasksWhen a user comes to your site what are they actually trying to do? List out the different types of tasks people might do on a site, how they will achieve them, and how easy you want to make it for them. Site Maps

32. High Performing Sites as Benchmark Internet as research tool Search the competition, both in Australia and overseas Don't need to reinvent the wheel Take the design concept from company that has already spent the investment in design and content principles

33. Website Development www.wix.com

34. Website Design/CMS Sign Up Create Site Design Aspects Adding Pages Navigation Content – Writing Content – Interactive Media Applying Pathways to Action

35. Domain Names Domain name is the address used to find your site on the internet East to recognise, not too lengthy and meaningful to the target market Reflect brand name com.au or com Use alternatives if name taken

36. Domain Names www.auda.org.au/registrars/accredited-registrars www.austdomains.com.au/pricing.html www.crazydomains.com.au http://domains.webcity.com.au www.cheapdomains.com.au

37. Hosting All sites must be hosted on a web server Key generating regions determine where to host – Australia Disk space Monthly traffic Number of domains Email Features Site publishing Support

38. Hosting/Web Options http://hosting.webcity.com.au/hosting-starter.php www.digitalpacific.com.au/hosting/sitebuilder www.redalto.com.au/web-design.html

39. Search Engine Optimisation (SEO): The Basics

40. SEO – The Basics The process of designing and updating a Web site such that it is likely to show up in organic listings for relevant user queries on popular search engines like Google, Yahoo and MSN. Keywords, page titles, content https://adwords.google.com/select/KeywordToolExternal

41. Blogging: The Basics Allows a business, at no expense to create a presence on the internet Search popular tourism blogs – ideas for design, content, etc Peruse/trial Brand and populate

42. Practical: Blogging Research www.tourismindustryblog.co.nz www.ecotourismblog.com

43. Practical: Blogging Account https://www.blogger.com/start http://wordpress.com

44. Continual Evaluation Website Blog What’s working Get input from industry, friends, etc on design, usability, etc

45. Summary of Workshop Internet Marketing Website centre of internet marketing Consumer behaviour Website design principles Planning/redesigning website Hosting/domain names Search Engine Optimisation Blogging