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Six Things You Need To Know in Six Things You Need To Know in 20132013

Online Marketing SuccessOnline Marketing Success

HomeAway Software For ProfessionalsHomeAway Software For ProfessionalsBreakfast Seminar – Charleston, SC – November Breakfast Seminar – Charleston, SC – November 20122012

In 20 Minutes….In 20 Minutes….• A little about Visual Data Systems• Three Assumptions• 6 Things To Do/To Know About In 2013• Q/A

Visual Data SystemsVisual Data Systems

Quality Custom Website

Comprehensive SEO Program

•#2 Search Engine#2 Search Engine•#3 Website#3 Website•Google gives preferential Google gives preferential treatment to video – THEY treatment to video – THEY OWN YouTubeOWN YouTube

YouTubeYouTube

• Be creative• Testimonials• Product Demos• Company story (maybe)• Always use ukulele music in the

background

• Post Videos on all social networks and use the correct keywords and descriptions

• Post on your site with a optimized transcript

• Use a quality thumbnail

• Title should be short and catchy

Google+

• World’s Largest Audience – Google+ stretches across all the Google platforms and is being integrated aggressively into search results

• Over 1 Million brands represented on Google+

• The more interaction your page has – the more you will see positive search results

• Hangouts on Google+ are becoming very popular with brands and can be converted directly into YouTube videos

SizeDoesn’t

Matter….

Engagement

Does!

Facebook Engagement

• The # of fans you have is irrelevant to the # of engaged fans you have

• Less than 10% of fans will see your posts – fans must engage to see future posts

• EdgeRank – Facebook news feed algorithm – determines views of posts• Affinity x Weight x Time Decay• Affinity – how many actions• Weight – what actions? Shares and

comments better than likes• Time Decay – newer posts score

stronger than older ones

• Posts should be simple, concise and short <80 characters

• Ask Questions• Open ended – Active• Yes or No – for the lazy fan• Multiple Choice• Fill in the blanks

• Share stories with thumbnail photos (much more engagement with photo)

• Post large photos• Behind the scenes photos

• Post Videos

• Clear call to action at the beginning of the post• Exclusive deals and content• Contests• Current events/breaking news• Post follow ups• Talk about Facebook• Address controversial subjects• DON’T Automate (Facebook doesn’t like) – Schedule• Cross Promote• Use GEO-targeting• Tag relevant popular pages• Don’t overwhelm your fans• Listen to your fans• Read and respond to fans

• Partner with vendors on promotions, posts, etc.• The goal is to move fans from Facebook to your

website

Eye Opening StatisticsEye Opening Statistics

55%

Of people in the United Stated own a Smartphone (Q2 2012) - nielsen.com

66%

Of people in the United Stated buying a phone bought a Smartphone (Q2 2012) -nielsen.com

62%

Of Smart Phone users – use their smartphone every day - Google

57%

Of smartphone users search every day

58%

Perform searches at home

86%

Perform searches while doing something else

According to SearchEngineWatch.com….

• 27% of the world’s cell phones are smartphones

• By 2014 mobile internet usage will exceed desktop internet usage

• 47% of smartphone users and 56% of tablet users perform TRAVEL related searches.• 46% conversion rate on travel searches• 33% purchased the same day

And in case you needed more…….

• Google projects that 8% of smartphone users will book travel via their device in 2012

• 79% of people use their phone to make or influence a purchasing decision

• 91% of smartphone owners have their phone within 3 feet at all times

• Only about 26% of small businesses have a mobile website

• 61% of people said that if they tried to access a website on their mobile device but couldn’t because the site isn’t optimized for mobile, they would visit the website of a competitor

How Do People Get To The Mobile Web?

What Does That All Mean…..

• Mobile is not the future….It is the PRESENT• You have to accommodate your

clients and potential clients by catering to their needs – Eventually most of your traffic will be mobile• As a small business owner, you

can still get ahead of your competition

Q: How Do I Know if I am Getting Mobile Traffic?

A: Google, Of Course

Let’s Do Some Math…..

• 13,202 Mobile Visitors – 7,637 iPad Visitors = 5,565 Smartphone visitors

• 5,565 x .61 (loss rate) = 3,394 LOST Visitors• 3,394 x .03 (Desktop Conversion Rate) = 102

Lost Conversions• 102 x $1,500 (Average Conversion Value) =

$152,760 LOST REVENUE• $152,760 x .15 (Commission Rate) = $22,913

LOST COMMISSION• That doesn’t count 102 x Add On Fees such as

Admin, Travel Insurance, etc.

Ok, So What Are My Options?

Optimize Your Current Optimize Your Current SiteSite

• Pro’s• For the most part –

somewhat inexpensive

• Pretty quick• Con’s• Jack of All – Master

of None• Loss of

functionality and aesthetics on desktop could hurt brand

Mobile WebsiteMobile Website• Pro’s

• Relatively quick and inexpensive• Narrow options down to what

the mobile user wants• Ability to present data in a

mobile friendly way• Available across multiple

platforms• Found in Search Engines• Shareable: ability to quickly and

easily share via SMS Text, email, etc.

• Cannot be deleted• Updated from one Central

location• Con’s

• Requires a connection to the internet

Downloadable App’sDownloadable App’s• Pro’s• Brand Awareness• Complicated functions• Can work offline in some instances• Can’t navigate off an APP• Messaging

• Con’s• More for existing clientele than new• Must be willing to download• Must update manually when changes are

made• Cost and Development Time• Multiple Platforms

Let’s Start With The Punch Line…..

$126For Every $1 Spent

• eMail Marketing is NOT DEAD

• eMail Marketing is NOT SPAM (if done correctly)

• Email Marketing can be tied directly to online revenue

Robert Gray, Visual Data SystemsRobert Gray, Visual Data Systemsrobertg@vdsys.comrobertg@vdsys.com

410-964-8665 ex 264410-964-8665 ex 264www.VDSYS.comwww.VDSYS.com