Google-Tourism
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1. The document outlines Google's value proposition for developing an integrated digital strategy for Kenya's tourism sector using Search, Display, Video, and Google+ to promote Kenya as a tourist destination and improve its reputation. 2. It provides insights on traveler behavior and trends from Google data, showing that search is still the top planning source and that consumers are influenced by multiple sources along their travel decision journey. 3. The proposed strategy leverages keywords, display advertising, video campaigns, social media, and local content to generate awareness, influence consideration, and increase tourism to Kenya through an efficient, targeted approach across Google's platforms.
Google-Tourism
- 1. eTourism Frontiers 2014 – Bringing more Tourists to Kenya September 2014 Presented by: Rosemary Momanyi Google confidential
- 2. Agenda 1. eTourism Objectives 2. Consumer Digital Travel Insights 3. Google Value Proposition: developing an integrated digital strategy leveraging Search, Display, Video & Google+ Google confidential
- 3. eTourism Objectives In a scenario of public spending contraction, Google can ensure the maximum efficiency in the promotion of Kenya as a tourist destination. Create GGooooggllee ccoonnffiiddeennttiiaall Promote Kenya as a tourist Destination Awareness + Improve Reputation
- 4. “During the downturn, while they may have given it up to some degree, the one item consumers said they did not want to give up outside of basic needs was travel” Chris Gabalon, Chief Marketing Officer, Ritz Carlton Hotel
- 6. Total Queries on eCoTourism & Adventure Travel Dates: Jan 2012 - Jan 2014 Google confidential The USA dominates followed by UK
- 7. Top Countries with “Kenya” in the Search Query Dates: Jan 2012 - Jan 2014 Google confidential The USA still dominates followed by UK Seasonal peaks in July & December
- 8. Google Con!dential and Proprietary Travel insights
- 9. Search is still the #1 planning source for travel Sources used to plan travel online Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167). Q. Which of the following online sources do you typically use to plan personal or leisure/ business trips? Source: “Traveler’s Road to Decision” study. Google and OTX. June, 2011. Google Con!dential and Proprietary Google con!dential
- 10. The travel booking window is increasingly complex and multiple sources in"uence decision-making 1 in 5 travelers are buying within a week of decision to travel. Last Click Conversions Most shoppers purchase travel 1 to 3 months after making the decision to travel. Potential influences along the way: Source: Google/Shopper Sciences, Zero Moment of Truth Study – Travel, Apr 2011 Google Con!dential and Proprietary Google con!dential
- 11. Sponsored links encourage Purchase Base: Purchasers in the Travel Market Note: A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause. Source: Google/Nielsen, How Search Helps Drive Purchases in The UK Travel Market, UK, January – March 2010 Google confidential People who click on sponsored links are more likely to make a purchase
- 12. 90% of Searcher’s that Purchased used Generic Terms Base: Purchasers in the Travel market Note: % of searchers that were Generic, brand only & brand with other text; Searches are defined as only those that lead to a Travel content site Google confidential
- 13. Google confidential Mobile Trends
- 14. More Travellers Use Mobile for Travel Information Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Used Internet as Source to Plan Trip. (Q9) From which of the following locations do you access the Internet for travel-related information when planning your? (Select ALL that apply)… *Net of Mobile Phone, Smartphone (2012) and Tablet (2011 and 2012). Google confidential
- 15. A Bad Mobile Website is the #1 Deterrent to Booking Travel on a Phone Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q10) Which of the following online sources do you typically use to plan ? (Select ALL that apply) (Leisure 2009 n=2736, 2010 n=2944, 2011 n=2989 2012 n=2912.) (Business 2009 n=1155, 2010 n=1182, 2011 n=1167, 2012 n=1139.) Google confidential
- 16. Google confidential Video Trends
- 17. Travelers Watch Online Video In All Phases of Travel Planning Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q4) Which of the following have you done online in the past 6 months? (Select ALL that apply) Base: Total Respondents. *Watched/uploaded/commented on travel videos online Google confidential
- 18. Online Video Sites Prompt Travelers to Book Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q10b) Did you end up booking a trip on any of the online sources you used to help plan your trip? Base: Prompted to book and used source. (n=floating. New question in 2012.) Google confidential
- 19. Video Testimonials are the most e#ective way to reinforce the positive travel experience Google Con!dential and Proprietary Top 5 Types of Travel Videos Watched by All Travelers 62% Videos from hotels, airlines, cruises, tours, etc. 58% Trip reviews from experts 58% Videos from travel-related channels 56% Trip reviews from people like me 48% Videos made by people like me Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. (Q6B) Speci!cally, what types of travel-related videos do you watch online? (Select ALL that apply). Base: Watched/Uploaded/Commented on Travel-related Video. (Leisure n=1425, Business n=894)
- 20. YouTube is the #1 destination for online video Over 500 million monthly users worldwide #3 Largest Countrybased on unique visitors per month of content uploaded every minute 2 Billion +Global views per 20 minutesaverage visit time Source: comScore VideoMetrix August 2011, internal data US Online Video Viewing Sessions (000) 60 hours day Google Con!dential and Proprietary Google con!dential
- 21. Online Reputation Matter’s Google confidential 93% of travelers say booking decisions are impacted by online reviews Source: New Media Today Social Trends
- 22. Online Reputation Matter’s Google confidential Negative reviews present an overwhelmingly positive opportunity for a brand to gain credit with consumers. If a user has a bad experience and reports on it, but other consumers can see that the experience was remedied by the brand through a review, it reflects even better on the brand than a simple positive review Think Travel 2012 Insights Conference
- 23. Google confidential How Google Can Help
- 24. Japan 36 | 93 | 55 Australia 93 | 88 | 53 Google Con!dential and Proprietary UK 90 | 93 | 64 Canada 71 | 96 | 76 Brazil 92 | 99 | 70 Germany 96 | 91 | 64 India 97 | 90 | 53 Mexico 91 | 91 | 69 China 5 | 64 | 0 Google’s Reach France 94 | 91 | 55 Taiwan 34 | 91 | 69 HK 57 | 87 | 44 Search | GDN | YouTube Italy 95 | 97 | 58 South Korea 10 | 81 | 23 USA 70 | 90 | 70 Source: Google Internal Data May 2013 East Africa 70| 90 | 80 South Africa 80| 87 | 70
- 25. What internet users do online 5% of time 95% of time Google Con!dential and Proprietary Dedicated to Search Dedicated to Content sites - GDN
- 26. The importance of “owning” the Top Slot Google confidential 5 secs. 10 secs. 15 secs. 20 secs. Eye Tracking – Perception of SERP Studies show that users often read webpages in an F-shaped pattern, making the importance of the top slot even more important.
- 27. Google Con!dential and Proprietary Search is the entrance to your shop
- 28. Google confidential !"#$%&' !!! 1 Grow Awareness of Kenya by capturing users searching for travel destinations to Africa Keywords: “travel in Africa” viewed from UK (SEM) Search Engine Marketing (SEO) Search Engine Optimization
- 29. Strategy: Leverage Queries related to “travel destinations” and influence decision-making Google confidential !"#$%&' !!! 1 Different Strategy for different Keywords: Generics (Ex: Holidays): Pos. 5-7 (55% coverage) Keywords: “Holiday destinations” viewed from USA Specifics (Ex: Safari destinations): Pos. 1-3 (100% coverage)
- 30. Google confidential !"#$%&' !!! 1 Reel in the “low hanging fruit”..tourists searching for travel spots in Kenya direct them to your site Keywords: “Holiday in Mombasa” viewed from UK
- 31. Google Con!dential and Proprietary What is the Google Display Network? Source: Google Internal Analysis & ComScore KeyMetrics 2012 Properties Display Partners >80% reach in all key markets in Middle East and Africa*
- 32. Leverage robust targeting on the GDN 2 ()*+,#-' !!! Google Con!dential and Proprietary Right Person American businessman on business travel to Kenya Right Place Geo: USA Interests: News | Finance Travel Sites: wsj.com Right Message Service + comfort Destinations to Ethiopia
- 33. Influence Consideration while the Tourist is in the decision making process and researching options Comparison sites S ourcGeo: ocogmleS ccoornef iMdeendtiaia Ml etrix, March 2009 Travel Booking Sites Conferences Adventure Travel Consult Holidays Business Travellers Young Couples Elderly Couples Couples with kids ()*+,#-' !!! 2
- 34. Video Advertising – Branded ChannelCreate engagement with a Kenyan “look & feel” to put Kenyal top of mind as a great destination for tourists browsing video content. Google confidential .)/"0' Develop a channel to host customized videos about Kenya. 3
- 35. Strategy: True View Pre Roll Videos Show the Video only to those that are interested .)/"0' Drive engagement Google Confidential Google confidential and Proprietary 3
- 36. Nassau Paradise Island Promotion Board reaches vacationers with YouTube Goals • Promote travel to Nassau from top 10 US domestic markets. • Share island experience through video • Generate cheaper leads than high cost TV ad buys Google Con!dential and Proprietary Approach • YouTube In-Stream campaigns • Tailored Promotional Messaging Results • Engaged viewers of :30 video for as little as 15 cents • Increased website traffic by 30% • Delivered video to major markets previously unaffordable via television 3 .)/"0'
- 37. Visit Brasil uses their YouTube Channel as a Travel Planning Resource • The Visit Brasil channel allows users to !nd relevant videos tailored to one’s interest, nature, length and seasonality of the visit which also come with the location information • Users can create their itinerary and get additional information powered by TripAdvisor http://www.youtube.com/ visitbrasil! Google Con!dential and Proprietary 3 .)/"0'
- 38. Social Media is a Travel Planning Resource Google Con!dential and Proprietary Source: emarketer Jan 2013 !0%)#,' !!! 4
- 39. Promote Your G+ Page: Get together Tourists + Photographers Strategy: Create Circle of Photographers Generate events with the community of photographers in Google+ to have a page with dynamic & quality content while increasing the number of followers! Google confidential 4
- 40. Google Con!dential and Proprietary Visit Greece uses Google+ to spread the joys of Greek tourism Goal • Gain worldwide reach to engage with potential visitors • Increase the number of tourists to the country Application • Post visually stimulating images daily • Use ripples to understand audience • Use circles to segment messages • Feature Google+ badge on homepage Results • 35% CTR uplift in AdWords due to social extensions • More than 750,000 followers • High user engagement as seen through +1’s, comments and shares of posts !0%)#,' !!! 4
- 41. Get more local content on maps and showcase local attractions to users planning their trips Google Con!dential and Proprietary 5 1#+*' !!!
- 42. Visit Tuscany Uses Interactive Google Maps on YouTube • Tuscany region, one of the most popular tourist destination in Italy, o#ers an interactive Google map that shows videos according to the geo category. Google Con!dential and Proprietary • Users can choose to toggle between English and Italian 1#+*' !!! 5
- 43. Promote National Pride Google confidential Domestic Tourism
- 44. For Domestic Tourism, Kenya has over 70% Internet Penetration (mobile) Google Con!dential and Proprietary Mobile & Internet Penetration - Kenya Kenya has decent Mobile phone connection & Internet user penetration as compared to other countries in the Emerging market. Source: eMarketer
- 45. Encourage Creation of Shared Content by Kenyans and Friends’ of Kenya Google confidential 67% of travelers look at user submitted photos to help make choices
- 46. Google Con!dential and Proprietary Canada – Keep Exploring • 2 minutes of the best of Canada created by Canadians trimmed from 65 hours of submitted footage • Great way to leverage User Generated Content with a hint of national pride to create truly authentic local Kenyan content http://www.youtube.com/watch? v=cotGh4Lu29M!
- 47. Google Con!dential and Proprietary Tsingtao Beer – Strangest Beer Culture • Very witty video depicting the unique and bizarre Chinese beer culture • Instead of showing tourist landmarks, it focuses on the people and the experience which is far more exciting, unexpected and real http://www.youtube.com/watch? v=T3VDb30ASY0!
- 48. Google Con!dential and Proprietary Kenyans love traditional Food! Why not showcase the culinary experience of a visit to Mama Oliech’s or Kosewes?
- 49. ()*+,#-' ''' In Conclusion.. !"#$%&' !!! Generate awareness for Kenya with an efficient and focused strategy 1 2 Directly influence the decision-making process to bring more tourists to Kenya .)/"0' !0%)#,' Create engagment with your “look & feel” to make your business top of mind to your target Customer. ' ' ''' Create a social media strategy to continue the dialogue with your audience. 3 4 Google Confidential Google confidential and Proprietary
- 50. Google Con!dential and Proprietary Appendix ...
- 51. Travel & Tourism Vertical Trends - USA Google confidential
- 52. Travel & Tourism: USA Cross Platform Search Trends Google confidential
- 53. Travel & Tourism Digital Auction Trends - UK Google confidential
- 54. Travel & Tourism: UK Cross Platform Search Trends Google confidential
- 55. Travel & Tourism Digital Auction Trends - Kenya Google confidential
- 56. Travel & Tourism: Kenya Cross Platform Search Trends Google confidential
- 57. Use Hangouts and create permanent international involvement! Click here to see a great example that can be used by Kenya Kenya invites a photographer to develop videos of its great natural resources to be shared on his site and in Google+ Google confidential