asta presentation - ide puerto rico
DESCRIPTION
Is The Buzz Worth The Buck? Tapping the Adventure and Eco Traveler through Mobile Strategies - ASTA IDE Puerto Rico April 2011TRANSCRIPT
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Is the Buzz Worth The Buck?
Tapping the Eco Traveler Through Mobile & Social Strategies
& Judy Karwacki
Presented by: Maisa Fernandez
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Maisa Fernandez
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Judy Karwacki
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Today’s Agenda• Ecotourism definition/demographic review
• How to reach the ecotourist through social and mobile media
• Review of Social Media
• Review of Mobile Media
• Ecotourism in action in the Caribbean
• Case Studies: Eco-Project, Eco-Refurbishment, Eco-Lodge, Eco-Boutique and Eco-Luxe
• Sample Mobile/Social Sales Tactics
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Definition of Ecotourism
The International Ecotourism Society defines ecotourism as...
“Responsible travel to natural areas that conserves the environment and
improves the welfare of local people.”
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What does an Eco-Tourist look like?
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Ecotourist “Types”
• Hard Core
• Dedicated
• Mainstream
• Casual
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Hard CoreScientific researchers or members of tours
specifically designed for education, environmental restoration,
or similar purposes.(Source: Food and Agriculture Organization of the United Nations)
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DedicatedPeople who take trips specifically to see
protected areas and who want to understand local natural and cultural history.
(Source: Food and Agriculture Organization of the United Nations)
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MotivatedPeople who visit the Amazon, the Rwandan
gorilla park, or other such destinations primarily to take an unusual trip.
(Source: Food and Agriculture Organization of the United Nations)
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CasualPeople who partake of nature incidentally, such as through a day trip during a broader
vacation.(Source: Food and Agriculture Organization of the United Nations)
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THE IMPACT
IndividualMaturePhilanthropicActiveConservation-focusedTraveler
Repeat Visitation,Creative and Sustainble Philanthropy,Healthy Conservation Practices,and Strong Word of Mouth.
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The Demo• AGE: 23% of Eco-tourists are 45-54, 22%
are 55-64
• GENDER: 57% are Female, 43% Male
• Income: $60k-$99k (27%), $100k+ (25%)
• Education: 26% college graduates, 24% post grads.
• Travel Party: 35% traveled with one person.
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Eco-motivations
They spend good money on quality gear
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Eco-motivations
They have been on an eco-adventure before
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Eco-motivations
They know more than you do
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Eco-motivations
Their social network is of great importance
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Eco-motivations
They help “Share Your Story”
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Eco-motivations
They post their experiences
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Eco-motivations
They are “Real Time”that means you should be too!
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Eco-motivations
They value a meaningful experience
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The Conclusion
There is an eco-tourist in everyone
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Okay, we’re interested...
So now what?
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Reaching the Eco-centric Thru Social & Mobile Media
Right Here, Right Now!
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Currently the data shows social networking technologies are best for sharing your story, public
relations, and branding.
SOCIAL = Brand Building
SOCIAL Media What’s it Good For?
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Currently the data shows mobile and search are best
for being found by those seeking you out.
SEARCH = Sales
MOBILE MediaWhat’s it Good For?
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SOCIAL MEDIA
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Social Options: Build the Brand
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SOCIAL Builds You
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Successful social media campaigns require:
ENGAGEMENT &
ACTIVE LISTENING
The SOCIAL How To
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The Facebook Phenomenon
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Facebook Numbers Talk
• More than 500 million active users.
• 50% of our active users log on to Facebook in any given day
• Average user
• has 130 friends
• is connected to 80 pages, groups and events
• has created 90 pieces of content online
• People spend over 700 billion minutes per month on Facebook
That equals the amount of 1.3 million years of time spent by all users combined a month!!
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Facebook is SOCIAL’s Google
•Massive Lead on Engagement - Facebook owns 9 out of every 10 U.S. social networkers.
•Largest share of total time spent online - Facebook now accounts for 12.3 percent of time spent online in the U.S
•Women lead over men in the share of their online time spent on social networking sites - Women 55-65 years old are the fastest growing segment in the market right now.
(Source: comScore.)
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Facebook On The Go
• There are more than 200 million active users currently accessing Facebook through their mobile devices.
• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products.
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The Social Benefits
• Social allows you to “manage” your persona
• Social allows you to pick and choose your audience
• Social allows you to understand your clients better
• Social allows you to influence a conversation
• Social allows you to stay in touch with people as well as grow your community
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Social for the Business
• Provide quality content
• Link them back to your website or blog
• Add a lot of pictures. Show the experience.
• Coopetition
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Is it Working?
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How Can I Integrate?
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Should I Advertise?
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Can It Work For Sales
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Tips and Tricks
Insights to maximize your marketing experience
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•Links = Sharing
•Invite them in…share links to your networks on every communication
•Share all your trips with PICTURES in REAL TIME
•Link your twitter account to your facebook account.
•Understand privacy settings
•Get personal…Don’t make it just about the business.
Tips to Live by for SOCIAL Media
Be accessible
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Tips to Live by for SOCIAL Media
•Blog
•Monitor your brand
•Be accessible
•Transparency. Complaints are okay. Deal with them professionally and openly.
•FOCUS
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MOBILE Media
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Applications for Smartphones and iPads
are the wave of the future
Then and Now
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2011 Smartphones and Tablets Surpass Sales of Computers
Source: KPCD
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The Landscape
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SEARCHWILL CHANGE OUR WORLD
The Power of Search
everytime we search google knows what you are searching
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Old Media
Can be embarrassing...
Lybia makes 10th place to see right
now in April’s Conde Nast
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Was The Minority Report Off?
landscape is changing. With both mobile and social the backend knows more about you and can customize the online experience. This is good for you. The algorythyms in search engines are able to bring you information you are likely looking for. Its a very intuitive system. So consider advertising.
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A Look of Online Advertising
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Google Options
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Make Search Work For You
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Localize or Globalize
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Get Creative
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Where The Sales Are!
• Google Adwords /Google Insights
• Flash Sites: Groupon, Escapes.Livingsocial.comJetsetter.com
• Trip Advisor
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Living Social Adventures
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We expect this model to shift as technologies gain more sophistication.
As your accountant would say...
Diversify
Use BOTH Social & Mobile
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Tips and Tricks
Insights to maximize your marketing experience
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•Make sure you make yourself accessible to the mobile market
•Consider use of applications, social networking and mobile-optimized website development, and support strong cross-integration.
•Inflight internet will change the way travelers handle travel delays. Will you be available?
Tips to Live by for MOBILE Media
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CONSIDER THIS
• Nearly a third of smartphone users will research through mobile in 2011 (25 million users)
• Cross-media will evolve. Don’t forget video.
• Mobile advertising is still in its infancy but is increasing its creep. Plus its affordable and very targetable.
• Mobile applications can really enhance the customer experience. Suggest some they can use before, during and after their trip.
• Make sure your website is mobile compatible. DON’T WAIT.
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Staying on top of Applications
• Although we don’t expect mobile bookings to drastically increase in 2011, we should expect more and more opportunities in this environment.
• Connect with partners that already have mobile applications.
• Do your research and stay ahead of the curb.
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Mobile Applications
Trip It Hipmunk Where I’ve Been
Sky Scanner Kukunu
Gogobot
PlanetEye
Yapta Adioso
Travel Muse
Kayak
UrbanSpoon
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EcoTourism Examples in the Caribbean
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The Eco-Project
SEE TurtlesTrinidad & Tobago, (Grande Riviere, Matura)
Costa Rica, Baja California Sur
www.seeturtles.org
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The Project• The largest program of Turtle Island Restoration Network
• Extends work beyond sea turtles to include all ocean life
• SEEtheWILD promotes sustainable tourism that protects endangered wildlife around the world.
• At least 5% of the tour price goes toward local wildlife conservation programs.
• Every nature tour and volunteer project promoted generates fees and donations to biodiversity conservation efforts and money spent in local businesses that helps create alternatives to activities that threaten wildlife.
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SEE Turtles
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ItinerariesSEE Turtles Conservation Expeditions
• Undiscovered Costa Rica
• Costa Rica College Volunteer Trip
• Costa Rica's Leatherbacks
• Costa Rica Family Adventure
• Trinidad & Tobago Adventure
• Trinidad's Wild Side
• Trinidad Leatherback Research
• Nicaragua Sea Turtles & Cloud Forests
• Nicaragua's Wild Side
• Baja Wildlife Adventure
• Baja Whales & Turtles
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SEE Turtles Successes• Have generated $200,000 for conservation and local communities.
• Over 250 visitors - long-term volunteers to daytime visitors
• FIshermen turning into guides
• Now reached more than 15 million people with the message of responsible turtle tourism
• Over 100 volunteers have completed more than 700 shifts patrolling nesting beaches, guarding hatcheries, and other important activities.
• Offer "conservation pricing" - each tour price lists how much of the cost goes towards conservation and local communities.
• Generated more than 200,000 impressions for wildlife and habitat advocacy
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Eco-Refurbishment
Harrison’s Cave St. Thomas, Barbados
www.harrisonscave.com
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Harrison’s Cave Overview• Massive underground cave stream system
• Interpretative Center – exhibits and interactive displays for adults, teens and children
• Video presentation
• Forty-minute underground journey on tram
• Valley floor area, flora and fauna and self guided scenic walk
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Harrison’s Cave
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Eco-storation• Design and construc3on – natural wood and stone
reused and reclaimed, natural vegeta3on maintained, bioreactor sewage plants
• Solar power, eco-friendly lighting in caverns
• Eco-friendly visitor transportation
• 4 Rs – biodegradable and recyclable products, low flush toilets, drip irrigation, rain water harvesting, recycling of water, recycling program
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Community Involvement
• Community newsle;er
• Community open days
• Hosting community based schools
• Inclusion in special events
• Community and staff health and wellness fairs
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Sustainability Awards
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Marketing• Website
• Online Adver3sing
• Radio Advertising
• Television Advertising
• Regional magazines
• Airline magazines
• International magazines
• Partnerships
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Harrison’s on Google
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How you can use these tools!
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The Eco-Lodge
Surama Eco-lodgeNorth Rupununi, Guyana
www.suramaecolodge.com
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Surama Village Eco-lodge• Small Amerindian village situated on five
square miles of savannah land
• Managed and operated solely by the local Makushi Amerindians
• 650 annual visitors
• Employment for 70 people – (from three-quarters of village households)
• 60 per cent of the village’s income
• Project supports over 290 local villagers
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Foto Natura
North Rupununi, Guyana
Surama Village Eco-lodge
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Surama River Trip in Traditional Canoe
Cheryl Hart
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Ethno-Botanical Walks
John Canning
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Youth Involvement
Kevin Loughlin
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Makushi Culture
John Canning
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Surama Sustainability• Only eight rooms to intentionally lessen impact on
traditional lifestyles
• Experiential nature and culture focus
• High involvement by youth
• Twenty (20) sq km community land protected
• Conservation and monitoring programs
• Women’s and youth empowerment
• Training, entrepreneurship, social and cultural development programs
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Surama Sustainability Awards
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Surama Marketing
• Partnerships with inbound tour operators
• Word of mouth and repeat business
• Website
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Share Their Story
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The Eco-Property
Hotel Mockingbird HillPort Antonio, Jamaica
www.hotelmockingbirdhill.com
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Hotel Mockingbird Hill
• 10-room, eco-boutique
• 6½ acres of organic tropical gardens and trees
• Started tour operation to package and promote sustainable tourism
• www.jamaicaexplorations.com
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Mockingbird Hill
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Mission Statement
We believe that every enterprise has an obligation to protect the environment and to offer something of
tangible benefit to the community.
Business must add value to the economy and the society to make a positive contribution.
We have taken a formal approach toensure that good environmental practices
are identified and monitored.
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Mockingbird Hill
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Sustainability•Solar energy
•Rainwater harvesting
•Natural air-conditioning
•Low chlorine pool run by renewable energy
•Anaerobic wastewater treatment
•No insecticides/pesticides
•Locally employed team
•Organic locally sourced food
•Meatless Mondays
•Support community tourism enterprises
•Community development projects
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Sustainability
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Create a Campaign
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Create a Campaign
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Create a Campaign
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Create a Campaign
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Create a Campaign
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Create a Campaign
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The Eco-Luxe Resort
The Fairmont SouthamptonSouthampton, Bermuda
www.fairmonthotels.com
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Fairmont Southampton
• 593 guest rooms and suites
• Set on 100 acre tropical estate
• 18-hole par three golf course
• 31,000-square-feet Willow Stream spa
• 7,400 sq ft conference space
• Private Horseshoe Bay Beach
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Green Meetings
ENVIRONMENTAL POLICY
Fairmont Hotels & Resorts is committed to environmental protection and sustainability guided by our very own Green Partnership Program. Our Green Partnership Program, a company-wide stewardship program, strives to minimize our properties’ operational impact on the environment through resource conservation and best practices.
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Natural and CulturalHistory at Horseshoe Bay Beach
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Work With Your Travel Suppliers
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Turn Specials into $s
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Resources
TIESwww.ecotourism.org
Sustainable Tourism Internationalwww.sustainabletravelinternational.org
STEPwww.caribbean-experiences.com
Green Key Globalwww.greenkeyglobal.com/default.asp
Leisure Linkwww.Leisurelink.com
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The Earth Thanks You!And So De We!
For more information contact us at:Maisa Fernandez
www.TravelMarketingWorldwide.com [email protected]
P:612-562-8588
Judy Karwackiwww.smallplanet.travel [email protected]
P: 604-988-1656