TBEX Europe 2016, Assess Content Needs Throughout the Consumer Sales Funnel, Kei Shibata

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2 likes•393 views

TBEX BUSINESS, Kei co-founded and runs Venture Republic that owns Japan’s largest online travel metasearch engine and online travel guide media “Travel.jp” and blogger generated online travel media “Trip101.” As CEO, he took the company public in 2008 after 7 years of operations. Previously, Kei worked at Mitsubishi Corporation, Japan’s leading trading & investment firm. He received a BA of Laws from Keio University and an MBA from the Harvard Business School. He also serves as co-founder of WIT (Web in Travel) Japan, President of Venture Mitakai at Keio University, and Executive Committee Member of Harvard Business School Club of Japan. COMPANY WEBSITE BLOG FACEBOOK TWITTER LINKEDIN

Assess Content Needs Throughout
the Consumer Sales Funnel
Lessons from and
Presented by Kei Shibata, CEO, Venture Republic

Our Journey as Global Online Travel
Content Services
13M sessions per month

Hong Kong to Hokkaido, Japan

Step 1.
Understand the needs of the
audience

Planning Booking SharingDreaming ExploringResearching
Catalogue
Guidebook
Personal contacts
Travel agency
Tourist map
Photo album
HAS TECHNOLOGY CHANGED THE WAY WE TRAVEL?

Step 2.
Create easy to digest and
shareable content.

Data source: Tabiness, June 2016
Regular article Curation article
CV Ratios by Article(%)

Step 3.
Create a content syndication
in
multiple channels

SEARCH
Create a content syndication effect

Dream
Research
Plan &
Book
Explore
Share
?
Curation articles

Dream
Research
Plan &
Book
Explore
Share
Regular Articles
to find out more
details

Dream
Research
Plan &
Book
Explore
Share
Plan &
Book
Explore

Explore Share Dream

Dream
Research
Plan &
Book
Explore
Share

Reminder:
Mobile is King

Our Traffic: Mobile is used IN DESTINATION

MOBILE INTERNET SUBSCRIBERS

Mobile
PC/Tablet
Mobile VS Desktop Traffic
Mobile
Desktop

Our Traffic: Mobile is used IN DESTINATION
PEAK SEASONREGULAR SEASON
JAPANJAPAN

Remember:
The biggest opportunity
is yours.

Guide Books
User Generated Content
THE OPPORTUNITY
???
Travel Experts /
Bloggers

User Generated Content
Guide Books

Follow Me On Twitter
@keishibata

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TBEX Asia 2016 Making Better Architectural Photographs, Ajay Sood

TBEX Asia 2016 Making Better Architectural Photographs, Ajay Sood

TBEX North America 2016; Keys to Successful Blogger Outreach, Jessica Woodbury

TBEX North America 2016; Keys to Successful Blogger Outreach, Jessica Woodbury

TBEX North America 2016; Keys to Successful Blogger Outreach, Jessica Woodbury

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TBEX North America 2016; Secrets of Travel Content, Sara Meaney

TBEX North America 2016; Secrets of Travel Content, Sara Meaney

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TBEX 2016 North America; Cleaning Out the Blogging Closet, Larissa Miline

TBEX 2016 North America; Cleaning Out the Blogging Closet, Larissa Miline

TBEX16 North America; Podcasting On the Go- How to Set Up a Mobile System, Sh...

TBEX16 North America; Podcasting On the Go- How to Set Up a Mobile System, Sh...

TBEX16 North America; Podcasting On the Go- How to Set Up a Mobile System, Sh...

TBEX North America 2016; What Family Travelers Need: How the Industry Can Res...

TBEX North America 2016; What Family Travelers Need: How the Industry Can Res...

TBEX North America 2016; What Family Travelers Need: How the Industry Can Res...

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TBEX North America 2016; Maximizing Your Affilate Strategy Throughout the Buy...

TBEX North America 2016; Maximizing Your Affilate Strategy Throughout the Buy...

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TBEX North America 2016; Your Passport to Healthy Travels, Ronnie Henry

TBEX North America 2016; Your Passport to Healthy Travels, Ronnie Henry

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TBEX North America 2016; Twitter Parties, Heather Lopez

TBEX North America 2016; Twitter Parties, Heather Lopez

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TBEX North America 2016; Authenticity In Blogging, Dalene and Pete Heck

TBEX North America 2016; Authenticity In Blogging, Dalene and Pete Heck

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TBEX North America 2016; Infuse Your Writing With Emotion, Tom Bartel

TBEX North America 2016; Infuse Your Writing With Emotion, Tom Bartel

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TBEX North America 2016; What's The Plan?, Jason Falls

TBEX North America 2016; What's The Plan?, Jason Falls

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1. Assess Content Needs Throughout the Consumer Sales Funnel Lessons from and Presented by Kei Shibata, CEO, Venture Republic

2. Our Journey as Global Online Travel Content Services 13M sessions per month

3. Hong Kong to Hokkaido, Japan

4.

5.

6. Step 1. Understand the needs of the audience

7. Planning Booking SharingDreaming ExploringResearching Catalogue Guidebook Personal contacts Travel agency Tourist map Photo album HAS TECHNOLOGY CHANGED THE WAY WE TRAVEL?

8. Step 2. Create easy to digest and shareable content.

9.

10. Data source: Tabiness, June 2016 Regular article Curation article CV Ratios by Article(%)

11. Step 3. Create a content syndication in multiple channels

12. SEARCH Create a content syndication effect

13.

14. Step 4. Distribute your content in each funnel to build your brand.

15. Dream Research Plan & Book Explore Share ? Curation articles

16. Dream Research Plan & Book Explore Share Regular Articles to find out more details

17. Dream Research Plan & Book Explore Share Plan & Book Explore

18. Explore Share Dream

19. Dream Research Plan & Book Explore Share

20. Reminder: Mobile is King

21. Our Traffic: Mobile is used IN DESTINATION

22. MOBILE INTERNET SUBSCRIBERS

23. Mobile PC/Tablet Mobile VS Desktop Traffic Mobile Desktop

24. Our Traffic: Mobile is used IN DESTINATION PEAK SEASONREGULAR SEASON JAPANJAPAN

25. Remember: The biggest opportunity is yours.

26. Guide Books User Generated Content THE OPPORTUNITY ??? Travel Experts / Bloggers

27. User Generated Content Guide Books

28. Follow Me On Twitter @keishibata