Keynote presentation by Robert Cole at Association of Travel Marketing Executives (ATME) Travel Marketing Conference June 27, 2012 at W Hotel City Center, Chicago, Illinois.

1. The Collision of
SEO & Social
Who Draws the Creepy Line?
ATME Marketing Conference
W City Center – Chicago, Illinois
June 27, 2012
Image Credit: Helico (cc|flickr)

2. Session Rundown
• SEO, Social Computing & The Creepy Line
• Identifying the Creepy Line
– Travel Product Search
– Traveler Reviews
– Social Media
– Location Based Services
• The Path Forward
– Trust, Loyalty & Relevance
– How to Locate the Creepy Line
– Who Draws the Creepy Line?
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 1
Image Credit: dok1 (cc|flickr)

3. Search Engine Optimization
First One to the Top Wins
• 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%
• Orbitz CTR Share by Position (1st Page = 90%)
1. 25%
2. Through Fifth Position 25%
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 2
Statistics: Slingshot SEO 2011 Study | Image Credit: mariachily (cc|flickr)

4. Popular SEO Techniques
• White Hat
– Many Pages of Interesting, Well Written Content
– Quality Inbound Links from Authoritative Sites
– Keyword Consistent Content, Titles & Meta-Tags
– Semantic Markup & Micro-formats Define Context
• Black Hat
– Paid Links – Buy Inbound Links from High PR Sites
– Keyword-focused Domains on Separate C-blocks
– Blog Spam – Blog Comments Create Inbound Links
– Cloaking – Search Bots & Humans See Different Data
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 3

5. Search Engine Optimization is Changing
• Then
– Relevance Signals - Keywords
– Authority Signals - Site Traffic
– PageRank
• Now
– Relevance Signals - Friends
– Authority Signals - Original Author
– Personal Web Search – Search History & Actions
• Schema.org
– HTML Meta-tags
– Vocabulary to Structure Data
– Introduces Context
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 4

6. A Cynic’s Perspective of Social MEdia
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 5
Image Credit: joiseyshowaa (cc|flickr)

7. Social Computing Grows Up
“If our hotels do no other type of social media
activity, they must manage all reviews and ratings...
After analyzing our data, we have seem a direct
correlation between online reputation and RevPAR,
profitability.” - Flo Lugli, Wyndham Worldwide
“40% of luxury travelers will not book a hotel room if
there are no online customer reviews.”
- @FourSeasons
“If you focus on the tools, then you are one.”
- @jacobm, Chess Media Group
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 6
Image Credit: joiseyshowaa (cc|flickr)

8. Social Computing Is Changing
• Then
– Engagement – Number of Followers
– Sentiment – Number of Likes
– Metrics – Klout Score
• Now
– Conversation Rate – Comments/Replies per Post
– Amplification Rate – Shares/Re-tweets per Post
– Applause Rate – Likes/Favorites per Post
– Economic Value – Goal Value per Visit by Social Channel
• The 6 C’s of Community
– Content
– Context
– Connection
– Continuity
– Collaboration
– Commerce
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 7
Hat Tips: Avinash Kaushik /David Armano/Brian Solis /Jerimiah Owyang

9. What Is The Creepy Line, Eric?
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 8
Video Credit: The Atlantic | Image Credit: Karl and Ali (cc|geograph)

10. It’s a New Game. With No Rules.
If There Aren’t Rules, They Can’t Be Broken…
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 9
Image Credit: Eddo Kloosterman (cc|flickr)

11. IfYou Can Handle It,
There Are No Rules,
Never Underestimate
You’re Competition
Your Clever, Right?
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 10
Image Credit: BMW Blog

12. So, Why Worry About the Creepy Line?
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 11
Image Credit: nhanusek (cc|flickr)

13. Your Strong Moral
Character and
Ethical Resolve
Will Undoubtedly
Resist Pressure
from 3rd Parties
with Vested
Interests
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 12
Image Credit: ucumari (cc|flickr)

14. You Know
Evil When
You See It.
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 13
Image Credit: Furryscaly (cc|flickr)

15. 2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 14
Image Credit: KRISnFRED (cc|flickr)

16. Travel Product Search Examples
• Google Information & Product Search
• Kayak – Direct Hotel Booking
• Station Casinos – Flash Sale
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 15
Image Credit: Bethan (cc|flickr)

17. Search 1) Google Info & Product Search
AdWords Local/Maps
• Search Term:
– New York Hotels Knowledge
Graph
• Google Properties Hotel Finder
Dominate Results AdWords
– AdWords
– Hotel Finder Fold
– Local/Maps Local/Maps/Pages
– Knowledge Graph
• 6 Ads, Hotel Finder &
Two Local Properties
Positioned Above Fold
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 16

18. Search 2) Kayak – Direct Hotel Booking
• Kayak Direct Hotel Booking
– White Label of Travelocity / World Choice Travel
• Promotes More Expensive Price to Traveler
• Hotels.com & Booking.com $22/night Cheaper
• Moves Hotel Down 50 Slots in Price Sort
• 9 out of 30 times (30%) on 1st Two Pages of
Search Results for New York 1 Night Stay
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 17

19. Search 3) Station Casinos – Flash Sale
• Internal Flash Sale
– Distressed Inventory
– New Product Intros
– No Margin Dilution
• Focus on Local Market
– Weekly Coupons
• Key Objectives
– Create Relevant Offers
– Engage Local Deal Seekers on WeLoveLocals.com
• Secret Sauce –Consumers Vote for Next Offer
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 18

20. Traveler Review Examples
• Seattle Convention & Visitors Bureau + Klout
• Trip Advisor Incentives
• HotelReputationManagement.org
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 19
Image Credit: @superamit (cc|flickr)

21. Reviews 1) Seattle CVB + Klout
• Target: 30 Influencers
• Minimum Qualification:
– 50+ Klout Score
– 1,000 Twitter Followers
– Based in Portland, Vancouver BC & San Francisco
– Influential in Arts, Culture, Food, Wine or Music
• Offer – Free Weekend for Two
– Including Transport, Hotel, Attraction Passes + $500
• Results:
– 8.2 Tweets & Shares (per Influencer) Yielding 19,645
Total Tweets, Retweets, Shares, Comments, and Likes
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 20
Image Credit: @superamit (cc|flickr)

22. Reviews 2) Trip Advisor Incentives
• Miles for Reviews
Offered to Lufthansa
& JetAirways Flyers
• Incentives for Reviews
Offered by All Others
are Strictly Prohibited
• Is Result Authentic,
Honest Reviews, or
Blather for Points?
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 21
Image Credit: @superamit (cc|flickr)

23. Reviews 3) HotelReputationManagement.org
• “We Move And Force Negative Search Results
And False Online Reviews About Your Hotel Off of
Page One, Page Two, Page Three, Page Four and
Page Five…”
• “We will do everything imaginable to influence
Google’s search results for your hotel’s benefit.
We will strive to achieve your goals BY ANY
MEANS NECESSARY.”
• “If your hotel needs 5,000 Likes, 10,000 Likes,
50,000 Likes, hundreds of thousands or millions
of Facebook Likes, we have flexible campaigns
that fit just about any budget…”
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 22
Image Credit: @superamit (cc|flickr)

24. Location Based Services Examples
• Bacardi Girls - Flash Mob
• Bar Sniper
• Girls Around Me
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 23
Image Credit: WorldIslandInfo.com (cc|flickr)

25. LBS 1) Bacardi Girls – Flash Mob
• Girls Ask Guys for Mobile Phone Numbers
(Guys Provide Mobile Phone Numbers – Duh…)
• Text Message Trigger
– Pre-promote Appearances
– Announce Event in Real-time
• Can Draw 200 people in 45 min.
• Fun Fact:
– 83% of Millennials Sleep with Their Mobile Phones
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 24
Data Source: Pew Research, 2011 | Image Credit: skylarneil (cc|flickr)

26. LBS 2) Bar & Conference Sniper
• Bar Example
– Follow Followers of Competitors
– If They Follow Back, You Can Direct Message Them
– Especially Nice if They Tweet Foursquare Check-ins
• Conference Example
– Prior to Event
• Check Future Meetings & Events Calendar / HQ Hotels
• Check Group Website/Facebook Pages for Key Dates
• Offer Special Rates After Cut-off Date, etc.
• Target Facebook Ads to People Liking Event Sponsors
– During Event
• Identify Meeting Hashtags & Offer Twitter Specials
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 25

27. LBS 3) Girls Around Me
• Facebook / Foursquare Mashup
• Maps Individuals Not Opted-In to Service
• Public Information
– Name
– Birthday
– Relationship Status
– Likes & Favorites
– Photo Albums
– Schools Attended
– Names of Friends & Family Members
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 26

28. Social Media Examples
• Disney Vacation Memories
• fiverr
• Clicky – The Groupon Value Wheel
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 27
Image Credit: Thomas Shahan (cc|flickr)

29. Social 1) Disney Vacation Memories
• Location
– All Parks, Vacation Clubs & Cruise Ships
• Media
– Photo , Video, Text
• Date
– Enables History
• Integration
– Facebook, YouTube
• Themes
– Character, Food, Holiday, Season, Pixar
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 28
Image Credit: Thomas Shahan (cc|flickr)

30. Social 2) fiverr
• YouTube
– 2nd Largest
Search Engine
• $5 = 35K Views
• $15 = 120K Views
• Raw Volume
Doesn’t Equal
Engagement
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 29
Image Credit: Thomas Shahan (cc|flickr)

31. Social 3) Clicky - Groupon Value Wheel
• Requires Facebook Like to Play
• Unlike Capability Disabled
• Odds Range 1:20 – 1:100K
• Payout Applies to “Select Deals”
• Facebook Connect Collects
– User
• Email, Birthday, Relationship Status, Likes, Check-ins
– Friends
• Birthdays, Likes, Check-ins Shared with You
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 30
Image Credit: Thomas Shahan (cc|flickr)

32. What Could
Possibly Go
Wrong?
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 31
Image Credit: Public Domain

33. If You Can’t Trust A Web App
Who Can You Trust?
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 32

34. How to Locate the Creepy Line
• Ask Three Simple Questions
– Who Benefits Most?
– Who Can You Tell?
– How Do You Feel?
• Scoring
> 8 Points – White Hat
5-7 Points – Gray Hat
< 4 Points – Black Hat
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 33

35. Who Benefits Most?
• Your Customer & Partners?
– White Hat (3 points)
• An Algorithm?
– Gray Hat (2 points)
• You?
– Black Hat (1 point)
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 34

36. Who Can You Tell?
• Friends, Family & Travel Partners?
– White Hat (3 points)
• Your Closed Google+ Internet
Marketing & Social Media Circle?
– Gray Hat (2 points)
• Nobody?
– Black Hat (1 point)
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 35

37. How Do You Feel?
• Relaxed, Centered, Energized?
– White Hat (3 points)
• Lingering Queasy Feeling?
– Gray Hat (2 points)
• Intense Self Loathing or Constant
Urge to Shower?
– Black Hat (1 point)
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 36

38. Your Customers & Partners Draw the Creepy Line
You Don’t Draw It - Ask Them Where It Is
Don’t Cross It. Don’t Cross Them.
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 37
Image Credit: Sergey Galyonkin (cc|flickr)

39. Trust is Earned, Not Bought
If You Screw Your Customers, They Will Reciprocate
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 38
Image Credit: juhansonin (cc|flickr)

40. Loyalty is Based on Shared Values
Value Drives Transactions ● Values Drive Loyalty
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 39
Image Credit: maistora (cc|flickr)

41. The Path Forward
“The reason for our success is no secret. It comes
down to one single principle that transcends time
and geography, religion and culture.
It’s the Golden Rule – the simple idea that if you
treat people well, the way you would like to be
treated, they will do the same.”
- Isadore Sharp, Founder & Chairman, Four Seasons Hotels
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 40
Image Credit: pkdon50 (cc|flickr)

42. The Collision of SEO & Social
- Who Draws the Creepy Line?
Questions?
Copies of the Presentation?
Comments?
Robert Cole
skype: robertkcole
twitter: @robertkcole
phone: +1.262.309.9560
web: rockcheetah.com/blog
email: robert@rockcheetah.com
2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 41