The Impact of Google+ (Travel)

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This presentation accompanies Lindsay Smith's presentation about the impact of Google+ entering in the social media space with their community G+. It has been tailored to the travel space and provides a break-down of 10 Must's Do for Travel related Google + Local pages.

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The Impact of Google+ (Travel)

  1. 1. Presenter: Lindsay Smith, CEO, Massive Media @TechLinz eLearning University | August 2013 1   The Impact of Google + on Travel
  2. 2. 2   As the CEO, Lindsay leads a team of digital marketing strategists who use the latest tools in the digital marketing space to deliver powerful marketing campaigns. Lindsay is considered a pioneer in her field and is featured on Global TV’s News Hour and Shaw TV’s The Rush each month as a technology expert. MassiveMedia.co Presenter: Lindsay Smith, CEO, Massive Media @TechLinz eLearning University | August 2013
  3. 3. 3   Who’s a Geek?
  4. 4. In This Session •  What is Google+? •  Facebook vs. Google+ •  Google+ & Search •  10 G+ Tactics For Travel 4  
  5. 5. What is the average age of a social media user? a)  16 b)  25 c)  37 d)  55 5  
  6. 6. What is the average age of a social media user? a)  16 b)  25 c)  37 d)  55 6  
  7. 7. Game Changer? 7   vs.  
  8. 8. Battle for the Social Network 8   Fast Facts Facebook •  95% of the entire population in NA have signed up for FB account at one time or another. •  Facebook has over 1B users. 1/7th of world population. Google Plus (G+) •  Google’s stock price is almost 20x higher than FB’s and they clearly have more money. •  Google surpasses Twitter in Jan 2013, becoming 2nd largest social network (350 million users globally / 25% global internet users)       ANNUAL REVENUE Google+ ~38 billion Facebook ~3 billion
  9. 9. 9  
  10. 10. 10     ü  Personal  profile     ü  Share  photos     ü  Post  status  feed   updates     ü  Par4cipate  in  groups   with  common   interests  
  11. 11. Google + Social Network? 11  
  12. 12. So What Is It? 12   Information Network (A place to curate info)
  13. 13. 13   vs.
  14. 14. Social Network 14   ü People that you have a ‘personal’ relationship with. ü Sharing personal stories
  15. 15. 15   ü Follow people you don’t know who have similar interests ü Follow trending topics ü Advanced search capabilities Google + h:ps://plus.google.com/ +Travelocity/posts    
  16. 16. •  News articles •  Interest groups •  Niche hobbies   FROM ANYWHERE Information Network 16   Susan’s Circles of Influence
  17. 17. Information Network 17  
  18. 18. Search for “Travel Agents” 18  
  19. 19. •  75%+ research online before making a purchasing decision. 72% Of Consumers Trust Online Reviews As Much As Personal Recommendations Source: Search Engine Land (2013) 19   Compelling Statistics
  20. 20. Understanding Social Graphs 20   •  Search results now influenced by social graphs. •  People inside your network are more likely to find your content than those outside of your network. Image  from  the  New  York  Times  (2006)  
  21. 21. Google + Local Places 21   Importance: •  Three or more location specific pages which bump down organic results. •  People inside your network are more likely to find your content than those outside of your network. Top ranking influences: •  Fully completed profile •  Photo gallery •  Videos •  Reviews
  22. 22. Curating Content 22   Edgerank Algorithm based on three factors: 1.  Affinity - closeness to friend 2.  Weight - type of content 3.  Recency – When the post was made
  23. 23. Curating Content 23   Search Algorithm based on: 1.  Social graph 2.  Content type 3.  Interests & online behavior
  24. 24. 24  
  25. 25. 10 Must Do’s To Get Results with Google + 25  
  26. 26. #1 Do - Use Video Ie: User generated contest submissions 26  
  27. 27. #2 Do - Use Unique Content •  Ask tough questions that quizzes and teaches all in one… 27  
  28. 28. #3 Do - Tentpole •  Leverage popular events such as popular holidays and events… 28  
  29. 29. #4 Do - Tell a Story 29   •  Use humor •  Tell your brand story and sub-stories •  Build off of entire marketing strategy...
  30. 30. #5 Do - Create Themes •  Engage with themes & questions… •  Ie: Thirsty Thursday 30  
  31. 31. # 6 Do - Use Hashtags •  Gets picked up in hash feeds •  Ie: Thirsty Thursday 31  
  32. 32. # 7 Do - Engage & Track Your Audience •  See who’s active and engage with them the most 32   Tip: Check out Klout.com for influence metrics  
  33. 33. # 8 Do - Build Your “Interest” Network 33  
  34. 34. #9 – Check Your Ripples 34  
  35. 35. # 9 - Google + Ripples 35  
  36. 36. #10 – Do Use On Air Google Hangouts 36  
  37. 37. In Closing… •  Social Media influences Page Rank •  Google+ is the 2nd largest player in social •  Tie your social media strategy into your bigger picture marketing mix. •  Study best practices, successes and failures before developing your content marketing strategy. 37  
  38. 38. Presenter: Lindsay Smith, CEO, Massive Media @TechLinz eLearning University | August 201338   Let’s Connect! MassiveMedia.co Lindsay Smith | @TechLinz Massive Media | @_MassiveMedia For inquiries about Content Marketing Strategies, call 604.227.4343 x 106
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