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Search, Social, Local & Mobile How to Get Found SkiTops University Grand Sierra Resort – Reno, Nevada July 31, 2012 Image Credit: Tina Cole (All Rights Reserved)

SkiTops Search, Social, Local, Mobile | How to Get Found

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Keynote presentation by Robert Cole of RockCheetah for SkiTops University 2012. Presented july 31, 2012 at Grand Sierra Resort & Casino, Reno, Nevada. SkiTops is the Ski Tour Operators Association.

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Page 1: SkiTops Search, Social, Local, Mobile | How to Get Found

Search, Social, Local & Mobile

How to Get Found

SkiTops University Grand Sierra Resort – Reno, Nevada July 31, 2012

Image Credit: Tina Cole (All Rights Reserved)

Page 2: SkiTops Search, Social, Local, Mobile | How to Get Found

How to Get Found

• Start with These – They Help… A Lot… – Great Product

– Compelling Price

– Loyal Customers

• At One Time, That was Enough… Now Need: – Search

– Social

– Local

– Mobile

• Marketing Finally Gets Personal – Individuals Do Not See Same Search or Social Results

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 1 Image Credit: randihauskenr (cc|flickr)

Page 3: SkiTops Search, Social, Local, Mobile | How to Get Found

Travel Search Statistics (US Market)

• Internet an Integral Tool in Travel Process

– 87% Used Internet for Travel Planning

– 62% Researched Upcoming Trip

– 45% Used for Trip Ideas

– 43% Read Travel Reviews

– 31% Watched Travel Videos

– 24% Read Travel-related Blogs

• Average US Traveler

– Searches 22 Websites Over 10 Sessions

Search Impacts Every Aspect of the Travel Process

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 2 Statistics: Google/IPSOS OTX 2011 |Image Credit: dafuriousd (cc|flickr)

Page 4: SkiTops Search, Social, Local, Mobile | How to Get Found

SEO - First One to the Top Wins

• Top Positions Receive Clicks & Traffic

• Google CTR Share by Position (1st Page = 52.3%)

1. 18.20%

2. 10.05%

3. 7.22%

• Bing CTR Share by Position (1st Page = 26.5%)

1. 9.66%

2. 5.15%

3. 2.74%

Same Concept Applies to OTA Search & Reviews

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 3 Statistics: Slingshot SEO 2011 Study |Image Credit: serrechevalier (cc|flickr)

Page 5: SkiTops Search, Social, Local, Mobile | How to Get Found

Interesting Content is Critical

• Great Terrain Suited to Market

• Well Groomed

• Fresh

• Give Every Page a Specific Topic (Keyword)

• 300+ Words of Keyword Relevant Text

• Engaging, Informative & Well Written

• Keep Site Fresh: Use Blog or News Updates

• Lots of Interlinked Pages – Lots of Related Topics

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 4 Image Credit: t i g (cc|flickr)

Page 6: SkiTops Search, Social, Local, Mobile | How to Get Found

Traditional SEO Methods

• Page Content Must be Meaningful to Users

– Algorithms are Computer Based Rules

– SEO Makes Pages Relevant to Machines (Search Bots)

– PageRank – Google’s Method of Prioritizing Best Pages

• Relevance Signals

– Use of Keywords/Phrases Popular for Search

– Consistent Structure - Heading, Title, URL & Meta-Tags

• Authority Signals

– Site Traffic

– Inbound Links from Authoritative Sites

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 5 Image Credit: yvynyl (cc|flickr)

Page 7: SkiTops Search, Social, Local, Mobile | How to Get Found

SEO - On Page Optimization • Titles

– Business Name, Keywords, Phone Number

• Meta Tags – Description is Displayed as Snippet in Search Results

• Header Tags – Header 1 = Business/Site Name | Header 2 = Page Title – Plus Bold / Italic / Quote Text Styles

• Body Text – Keywords, Related Synonyms & Long Tail Keywords – Density – Use Keyword Approximately 1x per 50 Words of Text

• Excerpt – For Blogs, Use Manually Drafted Excerpt to Summarize Article

• Links – Relevant Anchor Text with Keyword to Related Page – Use Permalinks - Page Title Included in URL

• Images – Keywords in File Name, Caption, Title & Alt Tags – Use Smush.It to Reduce Image Size & Keep Quality

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 6 Image Credit: XXXXXXXXXXXX (flickr) Image Credit: juan carlos labarca (cc|flickr)

Page 8: SkiTops Search, Social, Local, Mobile | How to Get Found

New SEO Methods

• Shift from Web of Pages to Web of Data – Semantic Markup & Micro-formats Define Context

• Relevance Signals – Schema.org – Bing, Google, Yahoo & Yandex

• Structured Format to Understand Meaning of Content

– Defines Relationships Between Pieces of Data – Sentiment/Patterns of Friends & “Similar” People

• Authority Signals – Original Author Identification – Authority of that Author in “Your World” – Canonical Link Defines Site as Original Publisher – Rel=Author Link to Google+ Profile & Author Page

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 7 Image Credit: juan carlos labarca (cc|flickr)

Page 9: SkiTops Search, Social, Local, Mobile | How to Get Found

Black Hat SEO – Don’t Go There

• Paid Links

– Buying Inbound Links from High PageRank Sites

• Blog Spam

– Blog Comments Creating Inbound Links

• Cloaking

– Search Bots & Humans See Different Information

• Keyword-focused Secondary/Tertiary Sites

– Located on Separate C-blocks

• Hacking Competitor Sites (Crap Hat)

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 8 Image Credit: IanL (cc|flickr)

Page 10: SkiTops Search, Social, Local, Mobile | How to Get Found

Never Underestimate Your Competition

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 9

So, You Think You’re Pretty Clever?…

Image Credit: BMW Blog

Never Underestimate Your Competition

Page 11: SkiTops Search, Social, Local, Mobile | How to Get Found

A Cynic’s Perspective of Social MEdia

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 10 Image Credit: Tim in Sydney (cc|flickr)

Page 12: SkiTops Search, Social, Local, Mobile | How to Get Found

Social Media Explained with Donuts

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 11 Hat Tip: Geeks.com Image Credit: vnysia (cc|flickr)

• Twitter – I’m eating a donut

• YouTube – Watch me eat a donut

• Instagram – A vintage donut photo

• Blog – My insights on donuts

• Google+

– I’m a Google employee who eats donuts

• Facebook – I like donuts

• Foursquare – Where I eat donuts

• Pinterest – Here’s a donut recipe

• LinkedIn – Experienced donut eater

Page 13: SkiTops Search, Social, Local, Mobile | How to Get Found

Social Travel Statistics

• 76% Post Vacation Photos to Social Networks • 70% Update Facebook Status on Vacation • 55% Like Vacation-related Facebook Pages • 46% Post Hotel Reviews • 40% Post Activity Reviews • 40% Post Restaurant Reviews • 16% Post Travel Reviews • 11% Comment on Travel Reviews • 11% Upload Travel-related Video • 9% Comment on Travel-related Videos • 7% Participate in a Travel Blog

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 12 Statistics: Four Pillars Hotels Infographic 2012 |Image Credit: Zach Dischner (cc|flickr)

Page 14: SkiTops Search, Social, Local, Mobile | How to Get Found

Fairy Tale Relationship with Your Clients?

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 13 Image: Defence Images (cc|Flickr)

Page 15: SkiTops Search, Social, Local, Mobile | How to Get Found

Customer Engagement is a Relationship

• Not Just Broadcasting –Active Listening –Relevant Communication –Mutual Understanding

• Participate Where Clients Are – Be Respectful & Contribute

Avoid Shiny Object Syndrome “If you focus on the tools, then you are one.” - @jacobm, Chess Media Group

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 14 Image: joshfassbind.com (Flickr)

Page 16: SkiTops Search, Social, Local, Mobile | How to Get Found

Social Media Optimization

• Know Your Audience

• Participate & Create Content

• Encourage Reuse of Your Content

• Make Sharing Easy with Social Icons

• Distribute Your Content – RSS Feed, Email Newsletter, Status Updates

• Be an Unselfish Resource to Others

• Be Humble | Be Real

• Engage with Helpful Users

• Try New Things | Experiment

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 15 Image Credit: Andre Charland (cc|flickr)

Page 17: SkiTops Search, Social, Local, Mobile | How to Get Found

Old School Social Media

• Engagement – Number of Followers

• Quality Beats Quantity

• Sentiment – Number of Likes

• Baited by Incentives or a True Preference?

• Metrics – Klout Score

• Rewards High Volume of Posts and Interaction

• Return on Investment – It’s Not Really About That… Really???

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 16 Image Credit: planetlight (cc|flickr)

Page 18: SkiTops Search, Social, Local, Mobile | How to Get Found

Social Media Performance Measures

• Set Goals & Define Metrics - Why Are You Doing This? – Hint: Track Outcomes, NOT Activities

• Conversion Rate – Subscriptions/Purchases per Visit

• Conversation Rate – Comments/Replies per Post

• Amplification Rate – Shares/Re-tweets per Post

• Applause Rate – Likes/Favorites per Post

• Economic Value of Engagement – Sum of Short & Long Term Revenue + Cost Savings – Calculate per Visit Goal Value by Social Channel

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 17 Hat tip: Avinash Kaushik | Image Credit: planetlight ( (cc|flickr)

Page 19: SkiTops Search, Social, Local, Mobile | How to Get Found

Online Reputation Is VERY Important

– 33% Changed Hotel

– 10% Switched Resorts

– 7% to Different Country

– 5% Switched Airlines

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 18 Statistics: Funsherpa Infographic 2012 |Image Credit: couloir (cc|flickr)

“40% of luxury travelers will not book a hotel room if there are no online customer reviews.”

- @FourSeasons

Help Fans & Advocates Support Your Efforts

• Travel Reviews Impacting Traveler Decisions

– 52% Changed Original Travel Plans

– 10% Changed Travel Agent / Operator / Website

Page 20: SkiTops Search, Social, Local, Mobile | How to Get Found

Local (Location Based Services)

• Directories – Update Listings in All Local Directories

• Yelp, Citysearch, MapQuest, Yahoo, Superpages, Yellowbook

– Yext is Simple Tool

• Apps – Foursquare – Facebook Check-Ins – Google+ Local

• Location Signals – Explicit (Check-In) – Implicit (Instagram Photo) – Passive (Highlight App – People Around you)

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 19 Image Credit: WorldIslandInfo.com (cc|flickr)

Page 21: SkiTops Search, Social, Local, Mobile | How to Get Found

Innovative Location Examples

• Bar Snipers – Follow Followers of Competitors

• Many Follow Back / Birds Eye to Geo-target

– Foursquare - Merchant Tools • Target Previous Check-ins or Those Liking Venue

• Conference Kidnappers – Check Group Website/Facebook Pages for Dates

– Offer Special Rates After Cut-off, etc.

– Target People Liking Event Sponsors on Facebook

• Text Message Flash Mobbers – Attract a Motivated Crowd in Minutes

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 20 Image Credit: henribergius (cc|flickr)

Page 22: SkiTops Search, Social, Local, Mobile | How to Get Found

Mobile – Devices Not Created Equal

• Consumers Expect a Consistent Experience

– Desktop | Tablet | Smartphone

• Devices Used for Different Purposes

– What Reason for Traveler to Download/Use App?

• Native Apps versus Mobile Web Pages

– HTML5 Permits Web Access to GPS, Camera, etc.

– Responsive Website Design Auto-Reformats Page

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 21 Image Credit: blakespot (cc|flickr)

Page 23: SkiTops Search, Social, Local, Mobile | How to Get Found

Mobile Statistics

• 86% Mobile Internet Users Online Watching TV

• 85% Use Smartphone on Leisure Trips

• 82% Mobile Users Booked Hotel Within 1 Day of Arrival

• 70% Mobile Users Book Single Hotel Room Same Night

• 66% Unlikely Return to Mobile Site After Problem

• 58% Mobile Users Located Within 20 Miles of Hotel

• 30% Use Mobile Apps to Find Hotel Deals

• 29% Use Mobile Apps to Find Flight Deals

• 20% of Mobile Visits Result in Click to Call

• 20% of Hotel Queries Originate From Mobile Devices

• 15% Mobile Users Downloaded Vacation Mobile Apps

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 22 IStatistics: Google/IPSOS OTX 2011 |mage Credit: tomkellyphoto (cc|flickr)

Page 24: SkiTops Search, Social, Local, Mobile | How to Get Found

How Will Apple iTravel Impact Travel?

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 23 Hat Tip: Patently Apple | Image Credit: Trondheim Byarkiv (cc|flickr)

Page 25: SkiTops Search, Social, Local, Mobile | How to Get Found

Top 10 Mobile Best Practices

1. Keep it Quick – Site Loads Fast

2. Simplify Navigation – Vertical Scrolling

3. Thumb-friendly – Use Large, Centered Buttons

4. Design for Visibility – Readable Font/Contrast

5. Accessible – HTML5/Not Flash for Animation

6. Easy to Convert – Without a Mouse

7. Make it Local – Include Address/Phone Number

8. Seamless Experience – Align with Desktop

9. Use Mobile Redirects – Auto Load Mobile Site

10.Listen, Learn & Iterate – Test & Monitor Metrics

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 24 Image Credit: Telstar Logistics (cc|flickr)

Page 26: SkiTops Search, Social, Local, Mobile | How to Get Found

Mobile Performance Measures

• Mobile Web – Active Daily users

– Time Spent on Site

– Page Views

– Click-stream

– Clicks to Call

– SMS/Text Subscription

– Map/Directions Use

– Check-In

– Purchases

– mCommerce Revenue

– Profitability

• Mobile App – Download App

– App Favorite / Like

– App Rating

– App Comment

– Active Daily users

– Time Spent Using App

– Function / Module Use

– mCommerce Revenue

– Profitability

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 25 Image Credit: geoftheref (cc|flickr)

Page 27: SkiTops Search, Social, Local, Mobile | How to Get Found

Loyalty is Based on Values, Not Points

• Example: jetBlue – Integrity

– Passion

– Safety

– Caring

– Fun

Value Drives Transactions ● Values Drive Loyalty

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 26 Image Credit: maistora (cc|flickr)

Page 28: SkiTops Search, Social, Local, Mobile | How to Get Found

Trust is Earned, Not Bought

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 27

If You Disappoint Your Customers, They WILL Get Even…

Image Credit: juhansonin (cc|flickr)

Page 29: SkiTops Search, Social, Local, Mobile | How to Get Found

Summary – How to Get Found

• Set Clear Objectives

– Ask Why You Are Doing This? Measure Outcomes

• Search

– Interesting Page Content + SEO Friendly Structure

• Social

– Participate Where Customers Are | Help, Don’t Sell

• Local

– Update All Directories | Experiment with Targeting

• Mobile

– Consider How Customers Interact | What Device Used

SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 28 Image Credit: John & Mel Kots (cc|flickr)

Page 30: SkiTops Search, Social, Local, Mobile | How to Get Found

Thank You

Questions?

Copies of the Presentation? Comments?

Robert Cole skype: robertkcole twitter: @robertkcole phone: +1.262.309.9560 web: rockcheetah.com/blog email: [email protected] SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 29