Aoraki/Mt Cook Mackenzie Online - Averlea Burgess Online Marketing Executive Christchurch & Canterbury Tourism

Aoraki/Mt Cook
Mackenzie Online
                   Averlea Burgess
        Online Marketing Executive
 Christchurch & Canterbury Tourism

Today’s discussion

 mtcooknz.com & Tourism Data

 christchurchnz.com & Tourism New Zealand
  Operator Database

 Web content quality tests
   From Rachel McAlpine,
    Write Me A Web Page, Elsie!
    How to write fresh, functional,
    findable documents for web sites,
    intranets and social media

mtcooknz.com

TourismData

 Centralised database

 Provides operator listings on mtcooknz.com

 Login – www.tourismdata.co.nz

Multiple product listings?

 Are you offering more than one service?

 Are you trying to attract more than one market?
   e.g. accommodation seekers and kayakers

 Do you have products in more than one location?

Writing your product listing

 Search results
   Product name & introduction (25-30 words)

 Introduction
   Product name (reiterate in both heading & intro)
   Location
   Product type
   Price/time indication
      e.g. affordable, budget, luxury, boutique OR half-day
        adventure, 2 night excursion, 3 hour journey
   Best selling points

What NOT to include in
              the first 25 words
 History

 Name of hosts/business owners

 Operating hours (separate area in TD)

 Description of your location

 Evocative descriptions – focus on facts

 Awards & accolades

 E.g. “Located in central Wanaka, Lakeside Lodge is a luxury bed
  and breakfast offering comfortable, spacious rooms with
  excellent lake views and gourmet breakfasts.”

Full description

 Web users rarely read an entire page of text

 Structure
   Introduction
   Body text
   Bullet points
   Further information

TourismData

 Provide visitors with information they want

 Use the right words

 Use bullet points

 Consider the order of your information

 Know when to stop

Example product listing
Located in central Wanaka, Lakeside Lodge is a luxury bed and breakfast offering comfortable, spacious rooms with
excellent lake views and gourmet breakfasts.

With a small selection of sumptuous ensuite king rooms and spacious ensuite twin rooms, Lakeside Lodge offers peace,
privacy, warmth and comfort in the heart of Wanaka township. Relax in our outdoor spa, borrow our kayaks for a
tranquil paddle on Lake Wanaka, or take our mountain bikes for a leisurely ride in the nearby hills.

Our famous breakfasts are a highlight, with a daily menu offering you a wide selection of fresh local products served up
with excellent lake views. Come and relax and recharge at Lakeside Lodge Bed and Breakfast, Wanaka.

We offer:
           3 luxurious ensuite king rooms made-up with top quality linen
           2 spacious ensuite twin rooms made-up with top quality linen
           In-room tea & coffee making facilities
           Shared laundry facilities
           Daily room cleaning service, on request
           Fresh gourmet breakfast, daily (included in your overnight rate)
           Outdoor spa pool
           Kayaks & mountain bikes for guest use
           Local tourist information and recommendations
           Wireless internet in all rooms.

Visit our website or send us an enquiry today. We look forward to seeing you at Lakeside Lodge, Wanaka.

(Beneath your product description text, visitors will find additional information such as
opening hours, facilities, Qualmark rating and your location map & driving directions.)

Contact details

 Details you must supply
   Email
   Website
   Phone number
   Physical (street) address

 Details you should supply if available
   Freephone number
   Mobile phone number
   Fax number

 Providing driving directions & a location map is essential

Additional information

 Opening hours

 Credit cards accepted

 Qualmark status

 Accommodation providers should also fill out the
  ‘facilities’ section

Images

 Web user’s expect imagery (think TradeMe)

 Images uploaded to TourismData should be between 30kb
  and 300kb in size.

 Optimal format for an image on TourismData is 600 x 600
  pixels. Images outside this format are cropped to fit.

 Images must be JPEGs or GIFs.

Main image

 Your main image = most important

 Clear & easy to interpret

 True representation

 Be enticing

 Don’t use photos of pets, gardens, ablution facilities, your
  logo, something obscure or irrelevant or adverts/posters

Cameo images

 Cameo images
   Thumbnails, click to enlarge
   Include a variety of shots
   Back up the text in your product description
   Be relevant
   Use all available space

Your logo

 If you have a logo, upload it

 Don’t upload your logo in an image space. Upload it in the
  designated logo space.
 Your logo should be between 30kb and 300kb in size

 Your logo must be a JPEG or GIF

 Don’t upload an image that isn’t your logo. Your listing will
  look messy and unprofessional, and the host website
  administrator will likely remove it.

Image captions

 Your main image caption should ideally be the name of
  your business and your location

 For cameo image captions:
   Be succinct and descriptive. Think ‘Lakeside Lodge: King
    bedroom’ or ‘Kayaking on Lake Wanaka’.
   Be relevant and easy to understand
   Be informative

TNZ Operator
     Database Integration

newzealand.com   christchurchnz.com

My business doesn’t appear on
       christchurchnz.com
 Create a TNZ
  Operator
  Database listing
   register.
    newzealand.com

 Be sure to
  give/continue to
  give your
  “Consent and
  authority” under
  “Edit my profile”

Displaying your images

 Upload/update
  images
   Flickr or direct
    upload
   Logo, main
    image, gallery
    images
   Main image -
    used on search
    results page
   Gallery images -
    used on listing
    detail page

Displaying your images

 Upload/update
  images
   Flickr or direct
    upload
   Logo, main
    image, gallery
    images
   Main image -
    used on search
    results page
   Gallery images -
    used on listing
    detail page

Displaying your images

 Upload/update
  images
   Flickr or direct
    upload
   Logo, main
    image, gallery
    images
   Main image -
    used on search
    results page
   Gallery images -
    used on listing
    detail page

Videos can also be viewed

 Videos need to be
  loaded on
  YouTube or Vimeo
  first

 If you don’t have a
  YouTube channel,
  we can load your
  video on CCT’s
  YouTube channel
  for you to link to

Google Map & Booking
               Information
 Confirm your contact
  details, including
  your location on the
  Google map
 Add booking
  information
   BookIt
   TNZ OD
     Edit this Business
     Business contact
       info
     Contact and
       booking info
     Online bookings
       website (enter
       URL)

Add Social Media &
                  Qualmark Awards
 Add social media links
  (Facebook, Twitter, YouTube etc. plus
  Trip Advisor)
    TNZ OD
      Edit this Business
             Business contact info
             Online presence & profiles
              (bottom of page)

 Enter/update your Qualmark awards
   TNZ OD
         Edit this Listing
             Type and description
             Awards & associations (bottom of page)
             Enter your Qualmark Account ID

Questions & Assistance

 TNZ help materials
   www.newzealand.com/int/utilities/operator-help/
   Video: How to edit your listing - newzealand.com

 Email: averlea.burgess@christchurchnz.com

 Tel: (03) 378 2386

Writing quality web content

               Content is
                scanned
               F-pattern
               Headlines
               Left-hand side of
                content

Web content quality tests

 From Rachel McAlpine,
  Write Me A Web Page,
  Elsie! How to write fresh,
  functional, findable
  documents for web sites,
  intranets and social media

3 second test

Can people get the gist of your webpage in 3 seconds,
      without scrolling or reading every word?

Serenity test

Does the content of the page look well organised, calm and orderly?

Tip-top test
Is the essential information at the top of the page
   content, in the headline and first paragraph?

Identity
                                                            test

Is it obvious who owns this content? If relevant, is the owner’s location
         obvious in the content (not just in the logo or banner)?

Plain language test

Are the words familiar and easily understood? Are the sentences
     20 words or fewer? Are paragraphs 65 words or fewer?

S0 what? test

 Can your readers instantly see the relevance of the content
  to their own needs and situation? Does the writer use the
         word “you”, speaking directly to the reader?

Action test
Can readers quickly see how to take the next logical action online?
 Are links useful to the reader? Are links in the place most useful
                           to the reader?

Can all readers get the information from this page, regardless of their
physical abilities, computer, browser or systems? Are all images clear,
  well-sized and useful? Do all images have ALT-text? Do complex
                      images have text equivalent?

                   Accessibility test

Yeah, right! test

Will readers trust this information? Is it obviously up to date? Does the
 content seem expert and reliable? Is it easy to contact the owners?

Stand-alone test

Does the content of the page make sense out of context? Does it make
  sense even if it is the first page a person visits? Does it make sense
 without the logo? Would the headline and first paragraph make good
                          sense in search results?

Questions & Assistance

 Email: averlea.burgess@christchurchnz.com

             Tel: (03) 378 2386