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THE DIGITAL ROADMAP:
1. The Attention Economy
2. The new connected consumer
3. The Website
4. Search
5. Mobile
6. Social
7. Measurement
8. Mapping your 2018 Digital Plan
WHAT’S YOUR DIGITAL
DIRECTION?
Online all the time
Source: https://blog.dscout.com/mobile-touches
Connected across demographics
we want them.
REVIEWS INFLUENCE PURCHASE DECISIONS
Sources: Convergys, Opinion Research Corporation, Gartner, Kelsey Grp, ComScore, icuc.social
84% of Americans say online
customer evaluations have an
influence on their purchase
decision
Gartner reported that negative
unaddressed comments lead to a 15%
increase in churn
The average consumer looks at 7.9
forms of digital media before they
make a decision about a product or
service
31 million people access local
content on their phone (up 51% in
one year)
One negative review one a
social media site can cost 30 new
customers
source: https://moz.com/local-search-ranking-factors
REVIEWS IMPACT SEARCH RANKING!
REVIEWS MATTER MORE THAN EVER BEFORE
Sources: Research by Kelly Mcquire Reviews, Ratings and Hotels – What research tells us (so far)
1. Reviews and price are the most important influencers of choice for travel consumers.
2. It’s not just Tripadvisor: Customers are talking about your brand across digital media channels
including: Tripadvisor, Google, Yelp, Booking.com, Expedia, Facebook, Twitter, Instagram +++
3. Negative reviews remove you from the choice set. Period. All reviews must be managed and
responded to.
4. Positive reviews impact revenue. Overall consumers still prefer a lower price. Understand
your brand’s position relative to your competition - both on reputation, and on price - in order to
take advantage of any pricing power associated with positive UGC and reviews.
SEARCH HAS CHANGED
image source: http://www.theceomagazine.com/business/google-has-changed-business-and-marketing-dramatically/
source: Think with Google 2017
CONSUMERS ARE USING MOBILE DEVICES
MOMENTS
We think in…
GOOGLE SEARCH MOMENTS
MOVE ACROSS MULTIPLE CHANNELS +
DEVICES
Source: Google Think Travel
If we can’t
find it -
FAST
We Search
again.
THE IMPACT
1. Customers are in charge.
2. Search platforms and algorithms impact business performance more
than ever before.
Your business must be positioned well in search today.
1. Consumer Reviews impact both decision making - and being found at all
by your target audiences.
2. A business profile on Google, Bing, Yelp and Facebook is no longer a
“nice to have”
3. Your business must be “always on” for in the moment customer.
SOCIAL MEDIA
WHAT WE DO ON SOCIAL MEDIA
➔ Like, Love, Pin
➔ Comment
➔ Share, Re-share
➔ Post comments, pics, videos
➔ Add/Read Reviews
➔ Watch Video
➔ Comment, Complain
➔ Click to Buy
➔ Message,Chat
➔ Go Live, Video Chat
source:https://blog.microfocus.com/how-much-data-is-created-on-the-internet-each-day/
WHY SOCIAL MEDIA IS A MUST
UGC AND MARKETING
Brand influencers and
brand fans who are
engaged with, and
sharing brand content
Those who are
rewarded with
interaction from the
brand - are more likely
to continue to create
content, share it and
endorse the brands who
appreciate them.
LEVERAGING UGC TO COMPLEMENT AND AMPLIFY
MARKETING - AND DRIVE CONSUMER ACTION
WHAT’S NEXT: FACEBOOK MESSENGER
AND CHAT
source: https://www.searchenginejournal.com/marketers-guide-facebook-messenger-bots/179028/
Social Trust is a
Must
88% of consumers trust online
reviews as much as personal
recommendations
Mobile and Local
Visibility
78% of mobile searches for local
business information results in a
purchase.
Search Influences
Purchase Intent
6.8 billion mobile devices are
enabling consumers to search
locally
TO SUM IT UP...
MAPPING THE DIGITAL PLAN
ALL ROADS LEAD TO THE WEBSITE
THE WEBSITE
EASY NAVIGATIONSTRONG VISUALS
BITE SIZED CONTENT
CONTACT AND CALL TO ACTION
MAPS + DIRECTIONS
STORIES
VIDEOCROWD SOURCED PHOTOSEVENT FEATURESFORMS OR DOWNLOADSSIGN UP
SHARE TO SOCIAL
• Click to Call
• Click for Directions
• Click for Google Maps
• Mobile Version a must
1. Mobile Access has changed consumer buying process, expectations, and even the way they
buy travel and travel related services.
2. Local and “near me searches” have changed the travel path to purchase with in-destination
or “in the moment” sales increasing year over year.
3. Consumers expect the “mobile first” user experience with easy access to contact information,
maps, directions and reviews. They expect accuracy in listing information, and immediate response
from brands in solving problems.
4. Within the online mobile experience, local listings, maps, and review sites are dominating
the points along the customer journey - and directly impacting revenue in the travel category,
more now than in the past with reviews integrated into the local and mobile search experience.
MOBILE: WHAT YOU NEED TO KNOW
BE VISIBLE AT ALL MOMENTS
Over 40% of travelers say they bounce back and
forth between dreaming about and planning their
next trip—zooming in on the details for one
destination and then zooming out to reconsider
all the options again
What can you do?
1. Be there
2. Be useful
Source: Think with Google 2016/
Paid Ads
Google Map
Listings
Google Local
And Reviews
WEBSITE SEO
IS STILL
IMPORTANT
LOCAL & ORGANIC SEARCH ARE DIFFERENT
✓ Optimize URLs
✓ Reputation is buried
Organic Search
✓ Optimize Listings
✓ Reputation is front and center
Local Search
The foundation of ranking
well in local search results
begins with accurate and
optimized local business
listings.
The search engine results
landscape is now localized and
crowded - with limited visibility
of “Organic” listings.
Engines are prioritizing and
integrating various ranking
features:
● Local pages
(google,bing,yelp,facebook)
● Listings and reviews
● Social “signals” from
social channels like FB,
Instagram, Twitter
19%Local Social
26%Local SEO
51%Local Listing
Management
LOCAL SEARCH RANKING FACTORS
WHAT YOU NEED TO KNOW
CLAIM GOOGLE MY BUSINESS
REVIEWS MATTER MORE THAN EVER BEFORE
Source: Research by Kelly Mcquire Reviews, Ratings and Hotels – What research tells us (so far)
1. Reviews and price are the most important influencers of choice. While consumers did pay attention to aggregate
ratings, TripAdvisor rank and to a lesser extent, brand, positive reviews contributed the most to consumer choice
behavior followed by lower price.
1. Negative reviews remove you from the choice set. Period. Lower price or higher ratings do not overcome the impact
of negative reviews. Consumers simply will not choose a hotel with negative reviews.
1. Consumers prefer to pay a lower price. While consumers would go for a higher-priced hotel when the reviews and
ratings were better than the alternatives, all things being equal, they will look for the lowest price
1. Consumers only notice high ratings and rankings. Results showed that consumers only notice ratings and rankings
when they are high as compared to other choices.
THE IMPACTBringing it all together - what this means to you
● Actively read/respond to reviews you find on Yelp, Google, Yahoo…
o Quick response turnaround is vital for reviewer to edit negative to positive
● Take advantage of positive reviews and using negative ones to improve operations
● Using a social media tool to brand monitor : Hootsuite, Engage121, even Google Alerts
● Create directory pages on Facebook. (3rd largest local search site in the world)
● Local listing management - map pins and location must be accurate.
● Do you have a way to currently track local and organic rankings?
o They’re your online heartbeat.
o Track local & organic rankings, to correlate how reputation, social, and listings impact your
rankings (both positive and negative).
REVIEWS DRIVE REACH AND REVENUE
Brand
engagements rise
by 28% when consumers are
exposed to both
professional content and
user-generated product
video. (comScore)
Sharing content through influencers increases conversion by at least a 3x-10x higher rate
65% of social media users from ages 18 to 24 consider information that's shared on social networks when
making a purchasing decision. (eMarketer)
84% of social media users report that UGC on company websites has at least some influence on what they
buy. (Bazaarvoice)
Brand Engagements
Rise by 28%when consumers are exposed
to both professional content
and user-generated product
video. (comScore)
THE IMPACT OF SOCIAL MEDIA CONTENT ON CONSUMER
BEHAVIOUR
THE POWER OF USER GENERATED
CONTENT
What’s New With
➢A Boosted Post Strategy and Ad spend required.
➢Video content is popular and most engaging to users.
➢No Free Reach for ANY BRAND PAGE POST. EVER.
Facebook Live
POST EVENTS
➢ Create Events
➢ Follow stakeholders and partners
➢ Short, Snackable Content
➢ Boost videos and photos
➢ Try Facebook Live
➢ Top 10 Lists
➢ Locals Know Features
➢ Always link posts to places on the
Website
➢ HAVE BUDGET TO BOOST
POSTS
BOOSTING POSTS AND MEASURING SUCCESS
AUTHENTIC CONTENT AND LEVERAGING UGC
Image Source: eMarketer
WHAT CHANNELS? WHAT CONTENT?
• Go where your customers are.
• Photos, videos and UGC work well. Allocate time and
resources.
• Social Media is not FREE
• Do social well and leverage content beyond social
channels.
• Facebook zero organic, Facebook and Instagram stories
• Live Streaming Video:Facebook + Instagram Live +
Twitter Live
• Video: Live Streaming with 360-degree viewing features
(Youtube), plus VR and AR
• Snapchat further changing user behaviour
• Integrating Social or crowd sourced content into the
website and other marketing to tell authentic stories
1. IDENTIFY the most relevant influencers
2. LEVERAGE existing social army’s not yet discovered
2. GOALS: Determine the most appropriate strategies and channels – based on
goals beyond just brand awareness.
3. MEASURE the results via increases in Social referrals back to Website,
increases in campaign conversion ++
4. DRIVE Social down the sales Funnel – and take back control of your Social
Influence
TAKEAWAYS
It’s important! Your customers are spending 4+ Hours a day Sharing, Liking
and Snapping your brand.
Help them help you
WHAT TO MEASURE. HOW TO MEASURE
Step 1: Define target customer personas. Build
content to drive action from social to website.
Step 2: Define Conversion Goals (Click to Call, Book
now, Sign up, Contact, Click for Directions)
Step 3: Define KPI’s (ie. lower bounce rate, more
referral traffic from Facebook,Instagram to campaign
page, more pages per visit)
Step 4: Map customer journey from off the point of
conversion to sale/book/contact.
Step 5: Set up conversion goals
Step 6: Measure and Benchmark month over month,
year over year.
USE DATA TO OPTIMIZE CAMPAIGNS
LOOK FOR SPIKES IN TRAFFIC TO DEFINE
SUCCESSFUL CAMPAIGNS AND CONTENT
BENCHMARKING SOCIAL REFERRALS
All Roads lead to
The Website
WORKING TOGETHER
thinkdigital.travel
Strategy in 2017 that focussed on engaging local visitation instead of GTA or Longer haul markets.
Highlights of Tourism Grey campaigns and results in increasing:
1. New visitation, who is coming to Grey?
2. Increased engagement, increased pages per visit, increase referrals to stakeholders
3. Key campaigns success
KEY KPI’S TO BENCHMARK AS A REGION
➢ Google organic and
local search are
critical.
➢ Positive Reviews
impact visibility in
search and are a
critical part of the
buying journey.
➢ A Social Strategy is a
Must Do. Content
needs to speak to the
new connected
consumer.
➢ Social media hits your
customer across
multiple places on the
buying journey. Be
visible everywhere.
➢ Drive customer
down the path to
purchase.
➢ All roads lead to
acquisition and
retention.
o Mobile First. Responsive Website is not enough.
o Ensure all website images are quick to download.
o Make website navigation easy and content purposeful. Tap targets, click to call etc
o Claim and optimize Google my business listing. Check map location
o Ensure Website is optimized for Search (SEO) Especially for local Search
o Encourage reviews on all channels: Google, Tripadvisor, Bing, Yelp, Facebook
o Map your customer journey in “Moments”
o Marketing Travel needs to evoke emotion. Ensure your marketing and
website content tell your brand story.
Measurement
o Use Google Analytics to measure Top referring sources of traffic, Social signals ++
Must Do’s for 2018
o Social Media – choose the channels where your audience is living and do it well.
o Listen and respond to “Review-us-here” and Social media. Be transparent.
o Reviews on Facebook impact your Local SEO.
Manage them like any other review channel
o Use Facebook boosted posts.
o Have a budget – there is no free reach on Facebook
o Instagram is a must do for Travel websites.
o Tag and share each other’s content on Facebook, Instagram and Twitter
o Video content is engaging. Video on websites, on Youtube,
Facebook Live tells your stories.
Social Media Must Do’s for 2018
YOUR DIGITAL ROADMAP
WWW.IDEAHATCHING.COM
THANK YOU!