ทำตลาดออนไลน์ ส่งเสริมการขายกับ...

Preview:

DESCRIPTION

โดย นางสาวฐาปนีย์ เกียรติไพบูลย์ ผู้อำนวยการกองสารสนเทศการตลาด ททท.

Citation preview

������������ก���������ก�������������������ก ���.

���.������������ก���������ก�������������������ก��� ��ก

���������ก��� ������

����������� ก�� ก���������ก�� ก�������������������

��� �����! �ก������"�# �!�#$�%����ก��ก ��&�������ก��� ��

Today Outline

1. ���� �)��&�%�)�*+��������ก��� ���",��ก���������

2. -���ก��� ������ � �+� .

2.1 ������� ��������� ���. www.tourismthailand.org

2.2 ������� ���� B2B www.thaitravelmart.com

2.3 ก���������� ��!��"�ก#$ก���ก��"%&�� Social Network ��� ���.2.4 TAT Mb. Application 2.5 ������ก���;��;���<�$ก ���. ;=��ก� Thailand Super Deal

���.>�?@=���ก�����"��#�!# "��� Digital Citizen & Social Media

������!"�#��"#$�% ���. (Destination Promoter) '�ก���$(�)*%+��,����ก�� Digital Traveler

�������"# �����'-#/�!"�#��"#

Content Editor

� ����&AB=� =@��CD�E�B��A"Publisher

� ����&AB&"#��"�&?� ������F��?&��InfoInfo

Photo

Video

CD Rom

Guidebook

Online Moderator

� ����&AB=� =@��G#ก#�#? =���AB�Hก �"�=��E�����I

Facilitator

� ����&AB����?=����%�ก>�%B�ก�>EB �#ก�&���=;�;"?J���I �ก� ��ก�����J<?�&AB���ก� ก� �"� �C<���"�� �K��B�

$����&AB>�B Internet ��<�;"ก LH�%C�� �#?. 2010 �J

LH� 1.96 ��"B�=� �ก�HD�$ก�P 2000 LH�ก�� 400 % �"�$�?���J����ก��# ;��?������C<��

)��&��.�/��+��������!��0�

ก��# ;��?������C<��

ก"��=C� Digital Marketing

$��K�=�C<���C���ก��"%�J<��=�Q�?���ก>�ก���B���#�=���C<���<������ก���� �J<?��"�>�ก��??�@��E ก���ก������J<?������?

Digital Citizens Online Traveler

Country Population("B�=�)

Internet User Internet User Growth�P 2000 ("B�) - �#?. 2010 ("B�) %

China 1,330 22 420 (*31.6) 1,776

Japan 126.8 47 99 (*78.2) 60

South Korea

48.6 19 39.5 (*81) 107

India 1,173 5 81 (*6.9) 1,520

Thai 66.4 2.3 17.4(*26.3) 660

* ����� ������� ����/�ก�

�������1��&��+�ก���2ก3���$�ก� *����4� �ก�� � /�� � ����� ��&��ก� 52� $����.��������&�)��&�%�)�*���������ก��&ก������������ �&������ก��6-$ Digital

Media �#�����

Outline map Priority Targeted Countries

CHINACHINA

JAPANJAPAN

KO

RE

A���ก�-��'-(����-��กก��� �#

�"��-0�$�%1�('/(� 0����,��#�กก �$(�#����ก+-�%�,�� %1�'-(ก��#����2�� 0� Portal ��3�ก��#�����(���� �#�"�#�%�����'��ก�-��

��##��( �� 0� Social

Networking +�� Blog

KO

RE

A

+��

USA.USA.

1. ���� �)��&�%�)�*+��������ก��� ���",��ก��������������� content �� web 2.0 - Social Media

• ����������ก ��ก����� web 2.0 �� �����ก����� ��!ก �"#!�" �$��%�&�� � ก��&'(��� ���ก ���� )*� ������+,����-*!����&,�$���.����&ก.� • ก �%./� �����00" �"���1��� & &0�0 �& ก2�ก� ������3.�3�"(3���*!����'3�4�����522 0.�• �3 &" & �)������������!$����2� ก.��� ����,�00����"�� �� �6 �ก�2ก.0+,�0���7����� �� 4" �ก��&���!����� ����8% � � �ก ��(����!�3�.ก�(����!�3�����.9� Producer �� Consumer DPro-sumerF G +��4��0���7����&,�

�A�� ก��C<���>E���J<"Aก=B�B��ก�=C�ก�����(���>����;ก�;VWX�?��%J?�)

1752First

Newspaper Published

1916 Radio

1930 TV

1970 Computer

2010 &Beyond

�A�� ก��C<���%#��K�ก�>EB�B��A"ก� "Aก=B%B�%J?�

Jane travels to Thailand

and uploads a VDO on

Travelistic

Tom search and sees the VDO

while planning a trip to Thailand

www.travelistic.com

Tom likes this VDO a lot and put it

on his blog/SN. It is seen by his

1000 daily readers.

Technology

Make travelers more

Smarter

Intelligent to Use

Intelligent to Search

Intelligent to ShareSmarter

Intelligent to ShareIntelligent to Compare and

Intelligent to purchase

����� ���������ก������������� 25 ก�. ��� ��ก��������� !��"�#$%�����#�

Success Case for e-Tourism Marketing

��ก�����ก�� ก internet ��� �

���� e-marketing ��� ������

���

www.akhahill.com

Viral Marketing&�ก������������ ���'(�ก��)����&�*�ก���#���&�*�ก���#���

New Client

• 4���& website, Blog, Facebook Page �%#!��� �"��"���� ��0��ก �• 4���"�� ����,�)*�2 ���(����4.3���

• 4���&ก ��� ก �4� ���ก � ���' ".&%.�6H4.34�0� ��ก���$��H $&(3( 2������ �4����#�� ����& (& review �� �3J0' &'����$��H�.�K)

• &�3 &��ก��&( �( "��24(��� )*����'��( � ("�� � story ��M����2� ) &�3 &��ก��&( �( "��24(��� )*����'��( � ("�� � story ��M����2� )

Responsible Travel / Voluntourism Meditation/Pilgrimage Tourism

Medical Tourism

Green Travel (Carbon Zero Tour)

Off the beaten track or UNSEEN in your Destination

Villegebased / Agrotourism Tourism

Farmstay / Homestay Tourism

Social Media $����?!@�ก#$ LongTail �K��?��%J �?A��J<���$�"���#<�E�C����

http://www.wheelchairtours.com/

Wheelchair Travel in Thailand

Green Leaf

Standard

Thailand Tourism

Awards

Clean Food

Standard

Green Globe

Standard

Thai Spa Standard Thailand Tourism

Standard

"��(�+����"ก����ก����%��3�����"�# (Trend)

!����#�/ �+�� present ��42�!$�%"��(�+����"ก��

Green PlusGreen Attraction Green ServiceGreen ActivityGreen CommunityGreen Heart Green Logistic

"��(�+����"ก����ก����%��3�����"�# (Trend)

Sukko Spa @ Phuket �Jก��� e-marketing ���

�A��

������ก��BLH�

Sample : BLOG

1. Uploading Trip Idea 2. Uploading Opinion,

Review

3. Uploading

Travel Guide

4.Uploading

Video

Yahoo travel Trip Advisor Lonelyplanet Youtube

5. Uploading

picture

6.Uploading

official content only

7. Create / Join user

net group/Blog

Trip Advisor

Flickr WikipediaYahoo travel/

Blogspot

Lonelyplanet Youtube

Uploading Video ก��+ Viral ��ก��

Tourist Police 1155 Your First Friend

�(�����(��+�#������� '/( youtube ����#��)�ก"���!,�����/�#/����������(

�J<?�E��>$>E�� �C����??�<�?C�

- Search � ���&,����ก�0 ����0���0� � ��ก �0��ก �4( �K 4 &�2'�0 �,�� 3�% กNH3�2 �OH�� 4�'&4( �K �.9�2 ก ����3 & �,�7 %�� VDO ก(��ก �4.�"���2��#�ก�!����� �- ��ก2 ก�9�.ก�(����!�3�522 0.��.��'� internet �� ���1.%�H&#�)#� ��ก �2��4.P3���" � 2���!%.ก ��#�-#9� package 4( �K $����( ��( �� �

25

World most popular and largest travel community ,

with more than 32 million unique monthly visitors,

more than 35 million trusted reviews and opinions

� ก� O& Review �� TripAdvisor 2��� ก ��'#!�& link

��� �.4��&.4��� website ���.www.tripadvisor.com

�#%��@!��ก��"% ก� Travel Review Site ���%� 1 ���;"ก www.TripAdvisor.com/Owners

“Once that I’m going online, 90% of my

client are foreigners and they booking

online both direct and via OTA”.

#���� booking +�����

1. Get Consumer insights

2. Interact with traveler

• Build up relationship• Online crisis/Reputation management

��"-�� Forum ��%5

Keep Inform / Reputation mamangement

Online Crisis &

Reputation Management

Online Crisis &

Reputation Management

Big Cleanup Day (1day) 294 Like 68 very positive Comments total of

58,811 impressions in only 3 hrs. T

AT

’s S

oci

al

Me

dia

TA

T’s

So

cia

l M

ed

ia

/�ก�>��ก��?!��ก@��A%���&-���$���,�� ",A���6�ก���"�&�&)��&ก�� 6�B/�ก��ก�������

2. -���ก��� ������ �!��� ���.

2.1 ก� �[���������� ��� ���. (www.tourismthailand.org) >EB�%B���\��ก"�"����L����� =���B��ก����&AB>�B �#ก��@กก"@��

(��ก�����J<?� &AB���ก� ก� �"��C<���"��)

Eng/International Thai

Content

HomeAbout

Thailand

Overview

Fast Facts

Geographic

History& Culture

Religion

Travel andTransport

Travel toThailand

Travel around

FAQ

InteractiveMaps

Travelers’

Where to go

Regions

Cities

City Guide

Accom

Transport

What to see & do

Events Calendar

Activities

Sights &attractions

Tour & Packages

Where to stay

Accom.Directory

Food &Drink

RestaurantDir.

CulinaryClasses

Recipes

Shopping

ShoppingDir.

ShoppingGuide

Shopping inThailand

What tobuy

TravelDeals

Accom

Flight

Tours

Tickets

Restaurant

Travel Ideas& Inspiration

SuggestedItineraries

Travelexperience

Travel Stories

Insider’s Guide (Tips)

Traveler

Travel Directory

Accom

Transport

Attractions

Restaurant

Shop

Multimedia

Guide &Map

E-Brochure

InteractiveMap

Photos, VDO, Audio

Photos

New Site Map “Content” Value Asset

Religion

Nature

Weather

Politic

Economy

Language &Comm

News

Travelers’Essentials

Agent inYour country

Offer fromYour country

FlightFrom oversea

Transport

Tours,packages

Specialoffers

Attractions

Things to do

Events

MAP

Resources

Visitor Centers

Related links

Restaurant

Shopping

Transport

Travelerreviews

Photos

Videos

Shop

TourOperators

Travel Agents

Photos

Videos

Wallpaper

Screensaver

Others

E-game

E-card

�����/�����1�(���ก��ก������(�����กก���$(�� #��3�#�/"ก� 0��6��� Promote their business and contact details

� Promote their products

� Promote their special offers

� Promote their events

� Promote their consumer news

� Lead visitors to their websites

� Lead booking and inquiries to them via email

Click to their website

Travelers browsing websiteand interested in their products

TourismThailand.org

Send inquiry from TAT to them via email

For Travel Supplier: '(��� �"� ��.0+,����ก�0ก ��(����!�3

Operator.TourismThailand.org

For Travel Supplier:

'(��� �"� ��.0+,����ก�0ก �� 4" �ก��&�(����!�3 Operator.TourismThailand.org

For Travel Supplier: �&,��ก��ก+$�&# )��>$��� $� � � summit +$�&# � $�/���0���$����)%�+��)�?

&AB���ก� ก�$��%B�� e-mail $ก�� �"��B�� Click �J< Activate link �H<�$��JE�B$���%�=��� =@X�J<�%B%��#�ก��"B�

Register CompletedRegister Completed

Professional Business Template

Tour & Package Restaurant Shop Travel Deal

�����/��$�% web 2.0 +��ก��!�7�� website '-#

� 0��6��'-#��#� feature $(�#�������(#���8����#-��ก�ก� +����3������/�������%��ก��%����� +��1�(���ก��ก��$�%���

More Suppliers / Agents Participation

Event & Festival Supplier / Agent Info Attraction

� 0��6��'-#��#�-�(� ��"-�����ก��� 0��6������#��)ก��ก$(�#����(�������#��,��-���#� �#�(�%ก��$�%��ก��%����� ก��#��%5��(

More Travelers Engagement

User-generated Content

User Account

Insider Tips

� 0��6��'-#����3� web travel 2.0 ���������ก�'-(��ก��%����� ��(� #+�%� �#�"��-0���"��(�+����"ก���(����%����� $�%���

More Interactive

Interactive MapTravel Time Culculator

Join Mini-site ����������C#&�C�)

2.2 Trade and Supplier portal Development www.Thaitravelmart.com(new phrase)

ThaiTravelMart.com �K� website �J<�K�������ก�>EB �#ก�"�กWX� Business to Business (B to B) �ก�&AB���ก� ก������J<?� ��E�� ก�$�$!@�ก#$ �"� ก��#%���=A�=B� Online ;%?�J website �K�FA�?�ก"�>�ก��C<������B��A"

��#�ก�����4�ก�� website $� ���. +�� Travel directory��ก web portal �!,�������/��ก��'/(%�����#���4�

E-Learning Center

Promotion Materials for Trade

TAT’s Trade Event Notification

I upload

I share

TA

T’s

So

cia

l M

ed

ia

2.3 ' &'����$��H�!$&(� 2&���� &$�����

I blogI post

Social Network �,�ก�����1�(���#��)���� �#��(��ก +���/,��#��%ก��'��"9��%'��"9��%-�*�% -�ก��3�� 0��6������ก ���3� � 0� Social Networking Site ����/,��#��%1�(��� (�( �ก��������%

TA

T’s

So

cia

l M

ed

ia

TAT’s Social MediaTAT’s Social Media

TA

T’s

So

cia

l M

ed

iaT

AT

’s S

oci

al

Me

dia

Mission : Giving people the power to share and make the world more open and connected

�D//����"�����ก,�� 100% ��กก��� ��6-$-���-�&-����� �! Engage ก ��& #ก)$�6�$�+$�>2��� Brand

The Official Social Media for Thailand Tourism

161,442 People Like This as of April, 2011

Join AmazingThailand Fans in

Amazing Thailand

Register at : www.Facebook.com

���. ���. >�B�K��������$B��B��A"������"����� A%=@?���Fก">EB��ก�����J<?���

TAT GovernorFacebook.com/IamSuraphon

Twitter.com/Iamsuraphon

Hotel Chain “Accor Hotel Bangkok”

French Restaurant

�@��������J<?� �"%�D�E"���]ก"�]ก �� @�J

�B��?�CD�&B

Register at : www.twitter.comwww.twitter.com/Thailandfanclub

www.twitter.com/Go2Thailand

Eng / Worldwide Communities

Thai

Follow @ThailandFanClub@Go2Thailand

ก�*�/���)��&�%���0/

- TAT’s E-Citizens Support 0 �� ก������H%���&�2

- Align with TAT’s PR Inter & Domestic Campaign

- Segmentation & Niche Marketing

- Fresh Content, Quick Response and 24/7 management

- Sukjai Characters: Feel Like Friend

- Bring On-Offline Activities

- Creative & Innovative Activities on Facebook platform

ก^E"�ก��� Social Media EB���D�EB���D���? �#_���D� �`�$�E?E�%

:���9�!��#,�),� ���� #��ก���%$�%��;����� ('����,��%���� ��3����9�!��#,�),������ก��ก��'/(��-���ก��,������� ��+�( '/(��-����/,��#���"��������0� '/(��3���#!" ����� ��� +��

'/(��3����,��%#,�'�ก�������%��;����'�+���"�"���$�%+�����<

2.4 TAT Mb. Application

�� ��$���#�4ก��4�ก����"���$�%���9�!��=��#�� +�� Smart Phone

��ก�> 2008 -2011

>��Jก 5 �P�B�E�B�Jก�=%ก�X���=�$�>�B internet &���C�LC� smart phone �กก�� PC �"� Labtop

is now available to download on ...

TAT’s Official Application is now activatedhttp://Mobile.tourismthailand.org

Amazing Thailand App

The “Amazing Thailand” mobile application covers a

CONTENT

mobile application covers a variety of over 10,000 content

to help travelers get the most out of their visit to

Thailand.

‣ Search on Map

‣ Near By

‣ Filter Search

‣ Share on facebook

‣ Share to twitter

‣ Send email to friend

FEATURES

2.5 �)�ก��������&ก��+�� Thailand Super Deal 2011

�������กก��������� ����������ก�������������� ������������������ ! www.Tourismthailand.org 34������ ! �����ก�� www.ThailandSuperDeal.com

�������กก��:�;� ����������ก��<�����=>�:�;?������ ! �����ก����=;ก�����@��A��A�B! ���<����<��C���:�;������������� ��D434��D�E��?C�กA�D����กก��:A>�C�� ������ ���������?@�<���

Free Powerpoint Templates

��F��D��!ก4��?�ก���G���� ���������<�ก�������กก��:A;�����:� (Super Deal) 34����=>�:�;�����������D������4������C�=A �กG��A4<�ก����� !�D����ก�� Deal ���I �ก:A>��A���ก�<ก����������=;� �����A4��=;�J��D�4Dก�����������4�!34� Social Network ������4� �����ก�� A>�3 ���=��M�E��� - กA����� 2554

+ +

www.tourismthailand.orgwww.thailandsuperdeal.com

Call Center 08-784-7844

Mobile SMS E-Direct Mail

eDM1 eDM2

***eDM3 referral to

friends/family

�� ������������������ก��• DJ PR. �"� � GreenWave 106.5

Call to Action : ��ก�����J<?����=�L�E�C�$���CD� Deal ���I ��#�#����

TAT DB

• DJ PR. �"� � GreenWave 106.5 •Banner Ads /�0123456�7"�ก ��890�:� Sanook , Kapook , Pantip , Mthai 0�C�DE�•Facebook Ads•Exclusive interview•P.R. D���� �D:��L•EDM M:��N�� Database 888. O"� �����9D� ก1:� 500,000 ��P•P.R. M:��ก��6��Q:�1 O"� Blogger•3S�ก9Tก���/����08Uก�"08V P10����48P 06����9WX��P� 8V �9�O�2� 0����8�����V

- �AB$�กก���ก��"%�#��@ก @ก�"%�aE�?- �J ��%J?�"B���$�$�%��J?��#�=B�����J<?��?����>EBLAก>$�"%- ���?@= ������ �#<����&��#��@ก �"���J?��� �%B�"B� $ก Case

study ���Istudy ���I- �"��#<��AB$�ก���������"B� - �#<�ก� �B��A"�#<�"���� ��"��B�? (Photo, VDO, Review)

- ก�"��C�>�B�������"%����"�������?@ก��>�B

/ Thapaneek

@ Thapanee

E-mail : Mitgrp@tat.or.th www.tourismthailand.org

Thapanee.kia@tat.or.th

Recommended