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

1,305 views

Published on

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.

Published in: Travel, Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,305
On SlideShare
0
From Embeds
0
Number of Embeds
446
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. Search, Social, Local & MobileHow to Get Found SkiTops University Grand Sierra Resort – Reno, Nevada July 31, 2012 Image Credit: Tina Cole (All Rights Reserved)
  2. 2. 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 ResultsSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 1Image Credit: randihauskenr (cc|flickr)
  3. 3. 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 ProcessSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 2Statistics: Google/IPSOS OTX 2011 |Image Credit: dafuriousd (cc|flickr)
  4. 4. 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 & ReviewsSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 3Statistics: Slingshot SEO 2011 Study |Image Credit: serrechevalier (cc|flickr)
  5. 5. 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 TopicsSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 4Image Credit: t i g (cc|flickr)
  6. 6. 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 SitesSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 5Image Credit: yvynyl (cc|flickr)
  7. 7. 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 QualitySkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 6 Image Credit: juan carlos labarca (cc|flickr)Image Credit: XXXXXXXXXXXX (flickr)
  8. 8. 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 PageSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 7Image Credit: juan carlos labarca (cc|flickr)
  9. 9. 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 | 8Image Credit: IanL (cc|flickr)
  10. 10. Never UnderestimateSo, You Think You’re Your Competition Pretty Clever?…SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 9Image Credit: BMW Blog
  11. 11. A Cynic’s Perspective of Social MEdiaSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 10Image Credit: Tim in Sydney (cc|flickr)
  12. 12. Social Media Explained with Donuts• Twitter • Facebook – I’m eating a donut – I like donuts• YouTube • Foursquare – Watch me eat a donut – Where I eat donuts• Instagram • Pinterest – A vintage donut photo – Here’s a donut recipe• Blog • LinkedIn – My insights on donuts – Experienced donut eater• Google+ – I’m a Google employee who eats donutsSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 11Hat Tip: Geeks.com Image Credit: vnysia (cc|flickr)
  13. 13. 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 BlogSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 12Statistics: Four Pillars Hotels Infographic 2012 |Image Credit: Zach Dischner (cc|flickr)
  14. 14. 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)
  15. 15. 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 GroupSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 14Image: joshfassbind.com (Flickr)
  16. 16. 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 | ExperimentSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 15Image Credit: Andre Charland (cc|flickr)
  17. 17. 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 | 16Image Credit: planetlight (cc|flickr)
  18. 18. 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 ChannelSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 17Hat tip: Avinash Kaushik | Image Credit: planetlight ( (cc|flickr)
  19. 19. Online Reputation Is VERY Important• Travel Reviews Impacting Traveler Decisions – 52% Changed Original Travel Plans – 10% Changed Travel Agent / Operator / Website – 33% Changed Hotel – 7% to Different Country – 10% Switched Resorts – 5% Switched Airlines “40% of luxury travelers will not book a hotel room if there are no online customer reviews.” - @FourSeasons Help Fans & Advocates Support Your EffortsSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 18Statistics: Funsherpa Infographic 2012 |Image Credit: couloir (cc|flickr)
  20. 20. 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 | 19Image Credit: WorldIslandInfo.com (cc|flickr)
  21. 21. 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 MinutesSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 20Image Credit: henribergius (cc|flickr)
  22. 22. 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 PageSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 21Image Credit: blakespot (cc|flickr)
  23. 23. 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 AppsSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 22IStatistics: Google/IPSOS OTX 2011 |mage Credit: tomkellyphoto (cc|flickr)
  24. 24. How Will Apple iTravel Impact Travel?SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 23Hat Tip: Patently Apple | Image Credit: Trondheim Byarkiv (cc|flickr)
  25. 25. Top 10 Mobile Best Practices1. Keep it Quick – Site Loads Fast2. Simplify Navigation – Vertical Scrolling3. Thumb-friendly – Use Large, Centered Buttons4. Design for Visibility – Readable Font/Contrast5. Accessible – HTML5/Not Flash for Animation6. Easy to Convert – Without a Mouse7. Make it Local – Include Address/Phone Number8. Seamless Experience – Align with Desktop9. Use Mobile Redirects – Auto Load Mobile Site10.Listen, Learn & Iterate – Test & Monitor MetricsSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 24Image Credit: Telstar Logistics (cc|flickr)
  26. 26. Mobile Performance Measures• Mobile Web • Mobile App – Active Daily users – Download App – Time Spent on Site – App Favorite / Like – Page Views – App Rating – Click-stream – App Comment – Clicks to Call – Active Daily users – SMS/Text Subscription – Time Spent Using App – Map/Directions Use – Function / Module Use – Check-In – mCommerce Revenue – Purchases – Profitability – mCommerce Revenue – ProfitabilitySkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 25Image Credit: geoftheref (cc|flickr)
  27. 27. Loyalty is Based on Values, Not Points• Example: jetBlue – Integrity – Passion – Safety – Caring – Fun Value Drives Transactions ● Values Drive LoyaltySkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 26Image Credit: maistora (cc|flickr)
  28. 28. Trust is Earned, Not Bought If You Disappoint Your Customers, They WILL Get Even…SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 27Image Credit: juhansonin (cc|flickr)
  29. 29. 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 UsedSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 28Image Credit: John & Mel Kots (cc|flickr)
  30. 30. Thank YouQuestions? Copies of the Presentation? Comments?Robert Coleskype: robertkcoletwitter: @robertkcolephone: +1.262.309.9560web: rockcheetah.com/blogemail: robert@rockcheetah.comSkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 29

×