tbex europe 2016, assess content needs throughout the consumer sales funnel, kei shibata
TRANSCRIPT
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Assess Content Needs Throughoutthe Consumer Sales Funnel
Lessons from and
Presented by Kei Shibata, CEO, Venture Republic
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OurJourneyasGlobalOnlineTravelContentServices
13Msessionspermonth
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Hong Kong to Hokkaido, Japan
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Step1.Understandtheneeds ofthe
audience
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Planning Booking SharingDreaming ExploringResearching
Catalogue
Guidebook
Personalcontacts
Travelagency
Touristmap
Photoalbum
HASTECHNOLOGYCHANGEDTHEWAYWETRAVEL?
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Step2.Createeasytodigest and
shareable content.
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Datasource:Tabiness,June2016
Regulararticle Curationarticle
CVRatiosbyArticle(%)
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Step3.Createacontentsyndication
inmultiplechannels
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SEARCH
Createa contentsyndicationeffect
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Step4.Distributeyourcontent
ineach funneltobuildyourbrand.
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Dream
Research
Plan&BookExplore
Share
?Curationarticles
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Dream
Research
Plan&BookExplore
ShareRegularArticlestofindoutmoredetails
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Dream
Research
Plan&BookExplore
Share
Plan&Book Explore
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Explore Share Dream
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Dream
Research
Plan&BookExplore
Share
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Reminder:MobileisKing
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OurTraffic:MobileisusedINDESTINATION
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MOBILEINTERNETSUBSCRIBERS
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Mobile
PC/Tablet
MobileVSDesktopTraffic
MobileDesktop
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OurTraffic:MobileisusedINDESTINATION
PEAKSEASONREGULARSEASON
JAPANJAPAN
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Remember:Thebiggestopportunity
isyours.
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GuideBooks
UserGeneratedContent
THEOPPORTUNITY
???TravelExperts/Bloggers
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UserGeneratedContent
GuideBooks
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Follow Me On Twitter
@keishibata