Slides "How to convert visitors into buyers" of Tourism Days 2.0

Following the previous post (What it is web 2.0 [Tourism 2.0]) in this new post I include it was my second paper in the conference organized by the Patronato de Turismo de la Costa Brava - Girona Pyrenees: Tourism 2.0 which they were held yesterday in Girona.

In this paper I explained the main techniques that can help maximize the conversion of a website (meaning conversion: the number of customers or business contacts obtained through our website, divided by the number of visits it receives).

These are the slides with which I illustrated the paper:

The days continue next week and the next, and for my part, will intervene in the Benchmarking workshop Enterprise Rural Tourism to be held on Tuesday, November 9 in Olot (from 9:00 to 14:00, in the auditorium of the Hospici).

See you there.

Slides "What is Web 2.0" of 2.0 days Tourism

Yesterday was a full day: 2 lectures given, 3 heard, a breakfast and networking lunch and an incredible lot of talks and consultations with tourism professionals ... of course, I am referring to the conference organized by the Patronato de Turismo de la Costa Brava - Girona Pyrenees: Tourism 2.0 which it was held yesterday in Girona.

The day was rounded: well organized, following the scheduled times, with breaks when needed and interesting speakers (I mean the other speakers :-). All high-level and explaining very different themes, but related to Web 2.0: Juan Luis Polo (Creative territory) Explained their experiences in managing large customer communities marks (I have to ask some of your slides for my classes, I liked how focused the work of a Comunity Manager). Also the presentation. Victor Puig explained some of the strategies that apply 2.0 Overalia Y Lasse Rouhiainen (Super video marketing PROFESSIONALS) explained to us what this technique and how to start apply a interesting talk too.

There were more speakers, but unfortunately I could not stay the whole day. I would have loved to hear the table moderated Xevi Rendoda Montoya (PlayBrand) And they attended by Pedro Jareño (Minube), Jordi Ramot (Wikiloc) And Francesc Grau (Conzentra). Unfortunately duty called me and I had to leave mid-afternoon.

As I said, my participation was twice, first thing in the morning a theoretical paper on what is Web 2.0 and what it does, and late in the morning, a presentation on how to convert visits to a website commercial customers or contacts.

The slides of this first paper are as follows below:

Then I write another post and publish the slides from the second conference.

We talk to each other.

Later note:

Following my presentation, Eduard Batllet (journalist of El Punt - Avui) I made a small interview videotaped and wrote an article talking about the day. The artíuclo can be read here: Tourism 2.0 - Girona

The video is the one attached below:

(The first images of these videos are always fatal ... if anyone knows the secret to this does not happen, to warn me).

Zara Mango vs revolution in e-commerce

The online set shop Zara has been one of the main news of the útiltimos 30 days and is causing a revolution among companies, who see the big chains are also monopolizing the online market clothes young fashion .

While its main competitors (Mango and Springfield [Cortefiel]) and e-commerce conducted end-user oriented, Zara was still refusing to adopt this model ... everything changed on September 2 when Zara launched its new online store.

During the launch of this new portal, public expectations were big and strong buzz was generated in the network. On the other hand, Zara and invested spared no means strong in promoting your new website. The results were dramatic: from day already doubled the number of visits Mango and still remaining well above. Let's see how they did.

Zara Vs Mango - NetsuusThe image I show along these lines shows from where the traffic came three websites (Zara, Mango and H & M), during the month of September.

This chart was created by Netsuus (A company specializing in competitive intelligence company) and is part of the report they have developed to study the launch of e-commerce Zara. The report is free to download it and just fill in the form found on its website: report Zara

In the attached image and in the same report, we can see the big bet by the PR blogs Zara has made when planning your action plan online, vs its competitors. And, in a more traditional line, the big bet this badge by public reslaciones press. We can also observe a strong presence in social networks. Zara has already managed to pass the 5 million Facebook fans milestone both nationally and globally very few companies have achieved.

Until now, when in class we analyzed the evolution of companies young fashion on the Internet, we saw that Mango was doing a great job of marketing on social media and specifically Facebook in which the company performing exclusive promotions for their fans, and which was also getting increased visits to physical stores ... from now on we will also analyze Zara strategy and techniques used.

Analyzing the image of Netssus, we note that it appears that H & M has become the company Queen 2.0 (videos and social networks) although still without electronic commerce. We will have to analyze well what kind of actions performed (write another article when I have it clear).

Alexa.com Zara vs Mango vs H&MSi utilizamos Alexa para ver cómo les va el tráfico en octubre (la imagen junto a estas líneas), veremos que el mapa ha quedado de la siguiente manera: H&M en cabeza (la marca es mucho más conocida internacionalmente), Zara la sigue (desde el lanzamiento del comercio electrónico) y Mango ocupa la tercera posición. Esta es la imagen que aparece junto a estas líneas. Si deseas ver tu mismo la página y comparar por ejemplo: número de páginas vistas por visita en los 3 portales, ratio de rebote de los 3 portales, y otras muchas comparativas que ofrece Alexa, es mejor que visites la página de Zara en Alexa y utilices la función “comparativa” que aparece bajo el gráfico.

It will be very interesting to see how they evolve strategies Zara, Mango and H & M to better position than their competitors. And it will be interesting to track what actions undertaken at the level of web 2.0, public relations (in press and blogs) and other techniques of Digital Marketing.

Rural Tourism Slides 3.0

I had the pleasure of participating in the seminar this morning Rural Tourism - Outlook 2020, Organized by the foundation Olot FES (Higher Education Foundation of Olot).

In these days is analyzed from various points of view, expectations of rural tourism with a view to 2020. In my case, exploring the rural tourism of the future, from the point of view of technology. A job easy.

For this, I have discussed briefly how you think it will be the tourism market in 2020. How will individuals be part of this market (who are now 20 years) and how will it adapt tourism products to the characteristics of this market .

In the last part of the paper, I have also tried to how Web 3.0 (on which now is working at the level of developer, but not yet at the level of end user [or at least not a general level of end user] ) we will offer new opportunities to promote the services of rural tourism and rural destinations.

The slides of my speech can be found here:

The rest of the papers have also been interesting and greatly regret having lost the takes, as I'm sure I would have been very useful ... but duty called me and I had to return to Sabadell.

For more information on this event, you'll find it here: FES Olot - Rural Tourism 3.0

How to attract visitors to a site of wine?

For several months, I write an article on Digital Marketing and Tourism in each paper edition of the journal Wine Markets. I thought that these items may also be of interest to some readers of this blog, so I've created a new section in the "Articles" and from now on, I will also publish here.

Its publication will be delayed. For example, this article published today, was published in the February issue of this magazine.

This first article is written as an index, so as to publish go the other items, go linkeado each section corresponding to your article.

How to get attract visitors to our website?

Internet has become one of the main driving forces of world tourism, and tourism is no exception. Hence, it is especially important to get attract visitors to our website, both to publicize our products and to get people interested in our cellar and for services related to tourism, we offer.

But how can we get attract visitors to our website? To get new visits there are 9 Digital Marketing techniques that we can apply to our website.

These techniques are:

1) The search engine optimization. Also called SEO Search Engine Optimization. It is to make our website appear in the top positions for a given search. Naturally, and at no cost.

2) Buying search engine keywords. Also called SEM Search Engine Marketing. It is to buy certain key words when someone look, do see an ad our search engine.

3) Advertising on third party websites. It consists of advertising space on web pages where we can find our target audience.

4) The presence in directories. It is to be present (for free, in many cases) in the directories listed companies similar to ours.

5) The online presence in markets. It is displayed on the web pages that concentrates demand for services like ours. These markets may be open to everyone or can be private.

6) The public relations in online press. They are very similar to offline media public relations, but this time, guiding our efforts to appear as articles or interviews in the press network.

7) Shares of public relations blogs. They are similar to public relations press but posting on blogs rather than in print. This action is practically free and offers very good results.

8) Email marketing to external databases. It is to buy or rent databases emails. This technique is very effective especially when we are heading to companies and databases are purchased from official bodies such as the Chamber of Commerce.

9) The actions related to Web 2.0. The presence in social networks, collaborative tools and generally in the social web, is a type of action that can offer very good results if we know how to do it.

All these techniques, I will explain over the next editions, in this column. We begin with the SEO and see How to get that search engines read the content of our website? How to get that search engines consider our important page? and How to get consider our relevant content for search? With these three considerations, we will appear in the top positions for much of the searches.

We talk to each other.

What is a Favicon and what is

Every time I make a conference or a course, look at me down the websites of the attendees. To do this, the organization of the event sent me a list of your URL and will open in the same browser but in different tabs. Unfortunately, when I have opened pages and I can see fav icons around the world, I note that a large part of them are favicons CMS used to build your web pages (usually Joomla or WordPress), not a favicon corporate, which is what it should be.

So here's this short article explaining what is a favicon and what is, to see if in this way, I get that people give the importance it deserves.

What is a favicon

It is a small icon (usually 16 × 16 pixels or 32 × 32 px) used to identify a website on the tabs of a browser, a list of favorites, or anywhere else that requires a small identification.

In this blog you are reading, the favicon It is a "MP" with fuchsia background you can see next to the URL or the page tab on your browser.

What is a favicon

It is a symbol that conveys corporate image and used to:

  • Transmit our brand image when someone browsing our website and fixes his gaze on the area of ​​the browser URL.
  • For our page is easily identifiable when someone has open multiple tabs in your browser.
  • For our page is easily identifiable when someone keeps it in their favorites.

this is a favicon

How can we create a favicon to our website

There are many programs that will help you create it. This is the one I use to create them: creator of favicons.

My advice is to think your favicon 32 × 32 pixels and is like your logo. You can create favicons from images ... maybe this can be of help, but one pixel is also easy to create. Another tip: before designing your favicon look favicons other companies in Google imagesThis can help inspire you to yours and make sure inadvertently, do not use any favicon which it has already been created by someone else.

When you have already created, you must save it using the name favicon.ico and upload it via FTP to the root directory of your website. Some content management systems like WordPress have a section in the admin panel for the exact URL you indicate the favicon... But it works even if there not indicate anything but you do have favicon in your root directory. WordPress also some templates already carry a zone in which you indicate the URL of your image favicon and it is already.

For your favicon look as soon as possible, you can make known their existence through the source code of your web page, using meta tags in the following line of code:

<link type=”image/x-icon” href=”favicon.ico” rel=”shortcut icon” />

Although again, if you do not use the line of code, the browser will see it on its own at some point. In Firefox and Chrome is almost immediately in Explorer takes a little longer.

This is all.
I go all right ... (and when you have a moment, please ensure that your website has its own favicon ;-)

We talk to each other

Benchmarking Workshop slides imparted on the Internet Mediterranean Congress

Last week I had the pleasure of participating in the Internet Mediterranean Congress held in Alicante from 24 to 26 September and organized (very diligently, btw) IFA Y I AM.

Of the remarked "very diligently"Why in these major events often fail always something (wifi, for example ... or food ... or hours ...). But this was not the case. Everything worked well: the wifi endured all staff of Congress tweeting through their computers or their mobile phones (see #cintermed), The food was great and plentiful, and the schedule was set by the organization. So what more could you ask for?

You can ask attendees time invested in attending the event really do have worth. I'm sure it was. On the one hand, the quality of the papers (at times wished he had desdoblarme two personalities to attend presentations that were made at the same time and both seemed to me essential). On the other hand, as far as I'm concerned, I tried to make a workshop on benchmarking, Entertaining, where attendees participated in the development of practical documents, and where people could acquire new knowledge and methodology related to the Digital Marketing and online analysis of your competition.

This is the presentation that illustrated the workshop:

The Excel on which work for benchmarking can be downloaded here: Excel Graphics Benchmarking

You will find more information about this conference and its speakers, here: Internet Mediterranean Congress

Slides Digital Marketing for Cultural Associations

Yesterday I had the pleasure of participating in one of the conference organized by the Department of Culture of the Provincial de Barcelona and the We Associacitiva CommunicationWhich aim to improve the communication of the Catalan cultural associations. To do so, yesterday was organized and another to be held on October 5th.

The world of Marketing for Associations is not easy, let alone online. Normally webmasters are volunteers, they do not have any budget and only have basic knowledge with regard to Marketing and Digital Marketing. Still, most of the entities participating in the conference yesterday available website and Facebook account.

The objectives that these associations seek in their online communications are usually:

  • Attract new members.
  • Publicize their activities to the general public.
  • Seek new employers or retain current ones.
  • Use your website and digital tools to improve communication among its partners.

So a well built website that is indexed well in search engines and that has a good web analytics system, is the first step to start working communication via the Internet.

As part of this conference I explained 10 shares of Digital Marketing that can be done virtually no cost and will help to significantly improve their initiatives on the network.

These are the slides I used to illustrate my paper.

I hope you find them useful.
A hug.