geomarketing trama2014
DESCRIPTION
Conferencia de Gersón Beltrán sobre geolocalización aplicada al sector turístico en Trama 2014. X Encuentro Profesional de Marketing TurísticoTRANSCRIPT
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@gersonbeltran #trama2014
@gersonbeltran #trama2014
GEOMARKETING Cómo aprovechar la geolocalización para
promocionar el turismo
Priego de Córdoba, 29 de noviembre de 2014
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Geógrafo
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@gersonbeltran #trama2014
Mi trabajo
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@gersonbeltran #trama2014 h<p://gersonbeltran.com/
Mi web
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@gersonbeltran #trama2014
Presentación
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@gersonbeltran #trama2014
“Los datos son la materia prima del siglo XXI” (Tim Berners Lee)
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“En el siglo XXI las bases de datos son los mercados” (Stan Rapp)
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“Los mercados son conversaciones” (Manifiesto Cluetrain)
h<p://www.cluetrain.com
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“El Social Media se trata de la sociología y la psicologia mas que la tecnologia.” (Brian Solis)
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Las TIGs están vinculadas con el espacio dónde se desarrolla la acWvidad turísWca y la información que se genera en el mismo
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Las TICs se complementan al estar vinculadas con las personas que desarrollan la acWvidad turísWca y las conversaciones que se generan en el mismo.
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“Vivimos Wempos líquidos” (Bauman)
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“Bienvenidos a la importancia del dónde en el turismo”
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Introducción
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@gersonbeltran #trama2014 h<p://pennystocks.la/internet-‐in-‐real-‐Wme/
Estamos infoxicados
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@gersonbeltran #trama2014 h<p://www.slideshare.net/giselledellamea/smart-‐city-‐ciudades-‐sostenibles-‐e-‐inteligentes
La ciudades inteligentes con las TIG
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Los desLnos inteligentes conectando todo
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@gersonbeltran #trama2014 h<p://www.ubikua.com/2013/12/feliz-‐navidad-‐2013-‐de-‐ubikua.html
La geolocalización de la información
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@gersonbeltran #trama2014 h<p://www.francisorWz.com/p/geolocalizacion.html
La geolocalización no es una moda, es una realidad
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GeomarkeLng
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Datos localizados en el espacio
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GesLón de bases de datos
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Aplicaciones para la promoción
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Establecemos capas de información
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No importan las herramientas, importa el dónde
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Geolocalización
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La Geolocalización es nuestra situación en el espacio
h<p://www.blogtrw.com/2012/04/desafios-‐y-‐oportunidades-‐para-‐los-‐hoteles-‐en-‐el-‐territorio-‐solomo/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+tourismrevoluWonworkers+%28Tourism+RevoluWon+Workers+Blog%29
ComparLmos desde un lugar con el móvil
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La geolocalización es una herramienta de comunicación
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Las redes sociales sitúan los elementos locales en Internet
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@gersonbeltran #trama2014 h<p://www.equiliqua.net/images/SoLoMo.cmap_.jpeg
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La evolución es a la conversión en venta
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Turismo
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El ciclo del viajero
h<p://prezi.com/z9moolac9npj/gis-‐aplicado-‐al-‐turismo/
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La Matriz tecnológica del viaje
h<p://prezi.com/z9moolac9npj/gis-‐aplicado-‐al-‐turismo/
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@gersonbeltran #trama2014 h<p://www.conexionbrando.com/1675840-‐diego-‐coquillat-‐el-‐restaurante-‐20-‐Wene-‐mas-‐posibilidades-‐de-‐exito
La relación cliente-‐empresa ha cambiado
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@gersonbeltran #trama2014 h<p://www.hosteltur.com/152520_agentes-‐viaje-‐apuestan-‐mulWcanalidad-‐diseno-‐experiencias-‐personalizadas.html
El mapa de empaRa nos hacer senLr como un turista
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@gersonbeltran #trama2014 h<p://www.ubikua.com/2013/12/feliz-‐navidad-‐2013-‐de-‐ubikua.html
El viajero quiere mejorar lo que no le gusta
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El hotel 2.0.
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@gersonbeltran #trama2014 h<ps://www.google.es/maps/@39.4077852,-‐0.3615113,12z
GOOGLE MAPS
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@gersonbeltran #trama2014 h<ps://www.google.es/maps/@39.4077852,-‐0.3615113,12z
GOOGLE MAPS+CARRUSEL
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GOOGLE PLACES
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GOOGLE PLUS: LA RED SOCIAL DE GOOGLE
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GOOGLE PLACES+GOOGLE PLUS=GOOGLE LOCAL
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@gersonbeltran #trama2014 h<p://www.google.es/intl/es/earth/
GOOGLE EARTH: WEB
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@gersonbeltran #trama2014 h<p://www.google.es/intl/es/earth/
GOOGLE EARTH: ESCRITORIO
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@gersonbeltran #trama2014 h<ps://tourbuilder.withgoogle.com/
GOOGLE TOUR BUILDER
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GOOGLE MAPS VIEWS: STREET VIEW
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GOOGLE MAPS VIEWS
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GOOGLE MAPS VIEWS: STREET VIEW
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GOOGLE BUSINESS PHOTOS
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h<p://virali.se/table_booking_demo/
GOOGLE BUSINESS PHOTOS: EL FUTURO
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@gersonbeltran #trama2014 h<ps://www.google.es/hotels/#search;si=5d18f92b;av=l
GOOGLE HOTEL FINDER
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@gersonbeltran #trama2014 h<ps://www.google.es/hotels/#search;si=5d18f92b;av=l
GOOGLE HOTEL FINDER
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@gersonbeltran #trama2014 h<ps://www.google.es/hotels/#search;si=5d18f92b;av=l
GOOGLE HOTEL FINDER
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@gersonbeltran #trama2014 h<ps://www.google.es/hotels/#search;si=5d18f92b;av=l
GOOGLE HOTEL FINDER
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@gersonbeltran #trama2014 h<ps://www.google.es/flights/
GOOGLE FLIGHTS
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@gersonbeltran #trama2014 h<p://maps.google.com/help/maps/indoormaps/
GOOGLE INDOOR MAPS
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GOOGLE MAPS FLOOR PLANS
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@gersonbeltran #trama2014 h<ps://mapsengine.google.com
GOOGLE ENGINE LITE
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1.-‐ IdenLfica objeLvos y estrategia
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@gersonbeltran #trama2014 h<p://www.slideshare.net/juansobejano/el-‐retorno-‐en-‐los-‐medios-‐sociales
Los objeLvos de SoLoMo
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@gersonbeltran #trama2014 h<p://jesusredondo.es/email-‐markeWngiii-‐segmentar-‐mi-‐base-‐de-‐datos
La segmentación de los clientes
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Los indicadores (KPIs)
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2.-‐ Define perfiles
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Personas
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Páginas
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Lugares
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3.-‐ Abre herramientas
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La geolocalización en las redes sociales
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Las redes sociales más conocidas son Facebook, Twifer y Youtube
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Las redes sociales son la punta del Iceberg
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@gersonbeltran #trama2014 h<p://www.adigital.org/emailing/2014/rrss/informe.pdf
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@gersonbeltran #trama2014 h<p://www.adigital.org/emailing/2014/rrss/informe.pdf
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@gersonbeltran #trama2014 h<p://www.adigital.org/emailing/2014/rrss/informe.pdf
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
Las apps, una nueva forma de navegar en desLno
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@gersonbeltran #trama2014
Las apps, una nueva forma de navegar en desLno
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@gersonbeltran #trama2014 h<p://inva<ur.gva.es/turdocs/upload/E74_06_guia-‐de-‐aplicaciones-‐turisWcas-‐2014-‐Segi<ur.pdf
Aplicaciones concretas para aspectos concretos
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4.-‐ Dinamiza con redes sociales
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Las redes sociales de geolocalización
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
Localiza tu negocio en Google
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@gersonbeltran #trama2014 h<p://www.google.com/intl/es_es/business/
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@gersonbeltran #trama2014
Localiza a los turistas
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@gersonbeltran #trama2014
IdenLfica a tus seguidores
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IdenLfica a tus seguidores
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@gersonbeltran #trama2014
Busca turistas
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@gersonbeltran #trama2014
Busca clientes con el hastag
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@gersonbeltran #trama2014
Geolocaliza los tweets
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@gersonbeltran #trama2014
Monitoriza los lugares
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@gersonbeltran Geógrafo
IdenLfica a tus seguidores
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@gersonbeltran #trama2014
Escucha a los turistas
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
Posiciona la marca
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@gersonbeltran #trama2014
5.-‐ Mide
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@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
@gersonbeltran Geógrafo
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
Material de apoyo
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@gersonbeltran #trama2014 h<p://gersonbeltran.com/2014/01/09/tendencias-‐geolocalizacion-‐2014/
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@gersonbeltran #trama2014 h<p://www.contunegocio.es/markeWng/casos-‐de-‐estudio-‐de-‐reputacion-‐online-‐geoposicionada/
¿Qué recursos turísticos son los mejor valorados del destino? ¿Qué volúmenes de nuevas opiniones se generan en cada periodo?
Reputación Online Geoposicionada
MADRID - Reputación de Restaurantes
Mercado emisor FRANCIA - Reputación por Origen
RÍO DE JANEIRO - Reputación de Playas
¿De qué poblaciones proceden los turistas que opinan sobre nuestros destinos? ¿Qué mercados emisores son más críticos respecto a su experiencia en el destino?
¿Dónde se concentra la oferta de restaurantes disponibles en Internet? ¿Qué barrio aporta mayor satisfacción gastronómica a turistas y ciudadanos?
¿Qué alojamientos aportan mayor satisfacción al turista? ¿Qué zonas aportan mayor valor a la reputación de la ciudad?
4.casos de estudio basados en la aplicación del indicador “iRON” Índice de Reputación Online®, en los que la representación geoposicionada de la opinión de los turistas en Internet, puede ayudar a las Marcas y Destinos Inteligentes a conseguir Respuestas Inteligentes que son clave para su competitividad en la Era de la Reputación. #Satisfacción Turistas #Reputación Online #Destinos Inteligentes #Geoposicionamiento #Visualización Big Data #Competitividad
viventialvalue®
Fuentes: informes elaborados por Vivential Value siguiendo la metodología “iRON” Índice de Reputación Online®, en las ediciones de “iRON_LATAM 2014”, “iRON_RESTAURANTES 2014”, “iRON_EUROPA 2014”. V4. Barcelona - julio 2014.
@ViventialValue www.ViventialValue.com - [email protected] -
SANTIAGO DE CHILE - Reputación de Hoteles
¿Qué opinan de tu Destino en Internet? Tenemos la respuesta, pregúntanos!
Fuente: Vivential Value, iRON_EUROPA’14
Fuente: Vivential Value, iRON_RESTAURANTES’14
Fuente: Vivential Value, iRON_LATAM’14
Fuente: Vivential Value, iRON_LATAM’14
¿Qué recursos turísticos son los mejor valorados del destino? ¿Qué volúmenes de nuevas opiniones se generan en cada periodo?
Reputación Online Geoposicionada
MADRID - Reputación de Restaurantes
Mercado emisor FRANCIA - Reputación por Origen
RÍO DE JANEIRO - Reputación de Playas
¿De qué poblaciones proceden los turistas que opinan sobre nuestros destinos? ¿Qué mercados emisores son más críticos respecto a su experiencia en el destino?
¿Dónde se concentra la oferta de restaurantes disponibles en Internet? ¿Qué barrio aporta mayor satisfacción gastronómica a turistas y ciudadanos?
¿Qué alojamientos aportan mayor satisfacción al turista? ¿Qué zonas aportan mayor valor a la reputación de la ciudad?
4.casos de estudio basados en la aplicación del indicador “iRON” Índice de Reputación Online®, en los que la representación geoposicionada de la opinión de los turistas en Internet, puede ayudar a las Marcas y Destinos Inteligentes a conseguir Respuestas Inteligentes que son clave para su competitividad en la Era de la Reputación. #Satisfacción Turistas #Reputación Online #Destinos Inteligentes #Geoposicionamiento #Visualización Big Data #Competitividad
viventialvalue®
Fuentes: informes elaborados por Vivential Value siguiendo la metodología “iRON” Índice de Reputación Online®, en las ediciones de “iRON_LATAM 2014”, “iRON_RESTAURANTES 2014”, “iRON_EUROPA 2014”. V4. Barcelona - julio 2014.
@ViventialValue www.ViventialValue.com - [email protected] -
SANTIAGO DE CHILE - Reputación de Hoteles
¿Qué opinan de tu Destino en Internet? Tenemos la respuesta, pregúntanos!
Fuente: Vivential Value, iRON_EUROPA’14
Fuente: Vivential Value, iRON_RESTAURANTES’14
Fuente: Vivential Value, iRON_LATAM’14
Fuente: Vivential Value, iRON_LATAM’14
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014 h<p://gersonbeltran.com/aqui-‐estan-‐mis-‐libros/
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
Lo que viene
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014 h<p://www.slideshare.net/RocaSalvatella/estrategias-‐digitales-‐para-‐hacer-‐crecer-‐el-‐negocio
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
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@gersonbeltran #trama2014
GRACIAS www.gersonbeltran.com