10 Keys to Successful Web 2.0

1. ADOPT a Web 2.0 Perspective and Develop Your Strategy
Embrace these important changes in travel marketing.

• Learn about Web 2.0 tools (blogs, podcasts, file-sharing, tags, etc,) and how consumers are using social networks, virtual communities, and user generated content
• Design a SWOT analysis as it applies to Web 2.0 and Developing a Virtual Community
• Develop a strategy to adopt these new tools to influence new consumer online behaviors
• Be willing to reinvent yourself online to keep up with consumer, technology and competition

2. ADAPT your online presence and marketing to Web 2.0 tactics

• Define your goals and objectives
• Decide if you need to totally redesign your web presence or can you "retrofit" until you have budgeted for a total redesign of web site branding and back end technology
• Decide on ways you will measure performance and goal attainment
• Explore resources that you will need and what parts of the initiative you need to outsource
• Ensure the right decision about Web 2.0 Software by consulting with others. In these early stages, "homegrown" software is available but the risk of failure is high if the program is not fully supported or managed by a financially secure organization

Your program does not have to be developed to the fullest scale at first. You can phase in the program as resources permit. Make a commitment of time and budget to updating your web site and online marketing to utilize web 2.0 tools. It may be as simple as creating a blog, uploading podcasts, and offering your eNewsletters via RSS or as ambitious as creating your own"private brand virtual community".

3. The Online Brand AUDIT – learn where your brand is being discussed
Perform some preliminary research to see where your brand (and your competitors) currently stands in the online social space. Find out what is being said about you and by whom. You can discover powerful allies who already know about your brand and are "brand loyalists" for you. Decide how you will work with them to increase your brand message exposure and reduce your administration and content costs.

4. PLAN Your Work – Then Work Your Plan
Start with a well thought out plan for your new Web 2.0 and Virtual Community efforts that includes:

• Top 5 goals (objective and subjective)
• Brand Awareness
• Stakeholders
• Audience Engagement
• Audience Influence & Management
• Performance Tracking and Reporting
• Budget and Return on Investment Metrics
• Strategies for brand integration, content development and maintenance, alliance partnering, social marketing and media, web traffic generation, stakeholders participation. Note: it is critical that you spend enough time on this step!
  For example, a strategy to content-partner with another web site might seem like a great solution to budget constraint, but realize that you would be sending your traffic to their web site and losing your future brand loyalists to them. Think long term and about brand building and web site traffic ownership.

5. CONTROL vs TRANSPARENCY - Don't be Afraid.
The marketing rules have changed. The consumer is now is control. You must engage the consumer on their terms. Understand that online consumers have moved from an informational/transactional environment to an advanced engagement environment where consumers:

1. Want (and have) control of what content they trust.
2. Choose from many different channels of information before they buy.
3. Generate and widely distribute their own content (about how they feel about your brand) to the whole world and to their close network of trusted friends.

6. CUSTOMER ENGAGEMENT -- it's all about the Online Experience
Make the consumers' online experience quick, easy and FUN. Make their experience personal and relevant. Online buyers want a fast-paced, easy to navigate web experience filled with consumer generated content, third-party opinions and relevant facts. Buyers will react to online marketing that uses this approach. If marketers deliver their messages with relevant content and compelling quick-action experiences, their conversion results will be higher.

• Seamlessly integrate Web 2.0 components into your existing web site; do not create a separate "place" for community.
• Move from consumer generated content to prompts for checking rates and availability, booking online, purchasing tickets, or calling for more information.

7. CONTENT Management - Multiple Pathways (And Partners)
Gone are the days of simply posting your brochure or travel guide copy online. Buyers are now assessing brands and possible purchases across multiple channels (both online and off, and now seamlessly integrated). Consumer generated content alone already influences $10 Billion a year in online travel bookings. Today's savvy marketer must monitor and gingerly influence what is being said online and be eager to listen and respond to consumers.

• If you are a DMO, develop a workshop where you discuss the upcoming community and Web 2.0 components and how this will enhance travel partners and stakeholder marketing and business.
• If you are a DMO or supplier, set up a group of people to monitor your brand across the Internet and in those web sites and blogs with which you are familiar. Train your in-house staff or agency to respond accordingly.

8. TECHNOLOGY - Keep up. Keep it simple.
You must choose the correct and scalable IT systems (servers, software, services, etc) to keep up with increased digital demands (file sharing photos, streaming videos, etc), but simplify technology to keep it relevant to the initiative. Weigh the benefits-costs of hardware, software, and outsourcing. Determine the risk associated with contracting for "low cost" hosting services that might not provide the bandwidth or the security necessary for this type of initiative.

9. STAFFING – Qualify for Quality
Internet technology and marketing jobs now demand new skill sets and experience. Some positions must be in-house while others should be outsourced. It is certain that as we move forward, in-house staff will become necessary to maintain some of the program. Screening and qualifying candidates is the key.

10. MARKETING – Generating Interest, Web Traffic and Return Traffic
Offline, Online, Multi-Channel, Search Engine Optimization, eCRM, Social Influence, online media; online marketing is sophisticated and complex. After you have launched any Web 2.0 components generate traffic is the next step:

• Consider an online media campaign about 60 days after launch.
• Integrate your organic search marketing into the Web 2.0 program.
• Work with affinity partners to create traffic.
• Consider forming a team of your in-house staff with qualified online marketing specialists for strategic planning, web technology and Web 2.0 software, search engine marketing, campaign deployment and accountability.

About Leah Woolford and www.USDM.net
Leah Woolford is a sought after speaker and author on digital marketing and the travel industry. Since 1991 Woolford has challenged the boundaries of online and offline marketing developing a history of "firsts" for the digital age. Woolford is Founder and CEO of USDM.net, the company recognized as the travel industry authority on Internet and digital strategy, creative branding, eCommerce, marketing and online advertising. Hundreds of leading brands in the travel industry trust their Internet marketing and media programs to USDM.net and acknowledge the company as a leading Digital Agency and Media Company.

USDM.net is an endorsed partner of the Travel Industry Association, Destination Marketing Association International, and Southeast Tourism Society. For more information, visit www.usdm.net or contact Leah Woolford, Founder and CEO at lwoolford@usdm.net or 361.653.2376.