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From social media to social selling

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  • From online conversations to conversions
  • Social Sites are complementary to what the travel agent is already doing
  • Social Selling is recognising the change in the buying cycle, how it is controlled by informed and highly connected consumers who conduct their research online and source out peer reviews before committing to a purchase.

Transcript

  • 1. From Social Media to Social Selling The Evolution of Social Tools Presented by Carole Smith Travel Centres Conference 2013
  • 2. Social Sites: A Part of Our Lives 2003 2006 2011 • LinkedIn • Twitter • Google+ 2004 2010 • Facebook • Pinterest
  • 3. Why Brands Embraced Social Media 1.19 Billion 500 Million 70 Million 238 Million 343 Million
  • 4. Targeting The Travel Buyer 1960’s - 1970’s 1980’s 1990s ATTRACT STAGE CONVERSION 2000’s
  • 5. The Challenges for Brands Why do I need to use these sites? How do I integrate them into my business? How do I know I’m effective? What’s the ROI for my efforts?
  • 6. Benefits of Using Social Sites for Business Increased awareness of product, services with targeted audience More favourable perception of our product, services Better understanding of customer perception of our brand Increase in new business Source: Harvard Business Review report ‘The New Conversation: Taking Social Media from Talk to Action" (2012)
  • 7. Where we’re at now with Social ... Social Intelligence Social Customer Care Social CRM Social Selling
  • 8. Social Selling: Online Buying Cycle Selection & Purchase Curiosity Awareness Consideration & Comparison Specific Interests & Search
  • 9. The Online Travel Consumer Top Sites for Researching Travel 76% 40% 21% Source: TripAdvisor survey of 15,000 travellers Jan 2013
  • 10. Content is King and distribution is Queen!
  • 11. https://www.facebook.com/SocialMediaCoachIE https://twitter.com/CaroleSmith_ http://ie.linkedin.com/in/synneocarolesmith http://www.synneo.ie/ Tel 353 (1) 547 7884