Building a Digital Strategy within Travel April 2011

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Online Travel Marketing, Social, Mobile, Web, OTAs, Google, Google Hotel Ads, Facebook, FCommerce, MCommerce, Expedia, Orbitz, Travelocity, Priceline, NY Hotels- Presented April 12th 2011 NYC by David Atkins Digital DNA Infusion, LLC
www.digitaldnainfusion.com

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Building a Digital Strategy within Travel April 2011

  1. Building a Digital StrategyDon’t be left outin the coldPresented by: David Atkins, Principal Digital DNA Infusion, LLCdavid@digitaldnainfusion.comTwitter: @atkinsdavid
  2. Stating the obviousFor consumer attention you compete with: Resorts Airlines Hotels VRM OTA’s CVBs/DMO’s Timeshare Car Rental Companies Question is what does the consumer know? www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  3. Updates April 2011• TripAdvisor• Google ITA• Google- Hotel Price Ads (Google Places)• F-Commerce• Consumer Behavior data• Mobile explosion www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  4. Internet Continues to Grow as Consumers’ Primary Source for Travel Information Travel Planning SourcesBase: Personal Traveler (2010: 3500; 2009: 3450); Business Traveler (2010: 1500; 2009: 1552).Q. Which of the following sources do you typically use to plan?Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  5. The only constant imperative when it comes to Digital is CHANGEwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  6. Google’s View 2010Where we stand today www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  7. Moves Digital to Physical World• No more platforms• No more technical requirements• Just be “human” & transparent www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  8. Digital, Social, Mobile?• 39% of consumers have no destination in mind when starting their travel research online• Consumers are searching less- – Searches down to 6 (circa 12 in 2009) – Sites visited at 20 before a booking Private Sales?• “Only” 50% of shoppers use search in the research process• 92% of online bookings are “latent”• Mobile anyone- 18% of biz and 15% of leisure travelers checked hotels in 2009 The Planning and Review category (i.e. TripAdvisor) grew its share of all site visits by over 50% since 2008 Source: Forrester, Compete & Google Dec 2009- Sept 201 www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  9. Where to start? Video Brand SEO/S Owner PPC Sales EM ship Site Market Social ITConver ing Media sion Reven Distrib Displa OTA’s ue ution y Ads www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  10. Follow the basics• Your customer• Your business Benchmark!• What metric?• What platform? www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  11. Influential Features in Leisure TravelPlanning Source: PhoCusWright May 201 www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  12. Curators•Content, Experiences•Not always of our own creation www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  13. Where does your customer shop? Source: PhoCusWright Oct 2010 www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  14. Marketing Channel Evaluation Awareness Display Media Social Media Consideration Social Media Marketing Affiliate Marketing Search Engine Marketing Purchase Intent Social Media Marketing Search Engine Marketing Search Engine MarketingPurchase Affiliate Marketing Loyalty Email Marketing Social Media Marketing www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  15. Google 2011 www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  16. Why Hotel Price Ads from Google? www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  17. Mobile/LBS www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  18. Mary Meeker @ Google on Mobile www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  19. Mobile WORKS for Marketing www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  20. Who has the share? www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  21. Why Mobile IS a KEY to your $$ www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  22. Social media are media for socialinteraction, using highly accessibleand scalable publishing techniques. www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Wikipedia
  23. www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  24. Basic Principles for Social Media Be Authentic Emulate your hotel culture Formality, use of the guest name etc Be Transparent Be respectful Customers, clients, competitors Listen Invite direct contact and future stays www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC Sept 2010
  25. Copyright 2010 Digital DNA Infusion, LLC
  26. Types of Social Media that matter most for travel Review Sites Photo SharingThe priority willchange based onyour business &customer Video Sharingobjectives Blogs www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | For North America and EMEA
  27. Facebook Like/Fan $$ spend an additional $71.84 on products for which they are like the company compared to those who are not fans. Average Value of a Fan/Like (Synaptic Report 2010) are 28% more likely than non-fans to continue using the brand. Spend - $71.84 Loyalty - $43.71 Recommendations - $13.57 Earned Media - are 41% more likely than non- $6.79 fans to recommend a fanned product to their friends. The average annualized value of an individual fan is $136.38. www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC (Syncapse’s Report 2010)
  28. Build a framework• The key: alignment and education www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
  29. www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  30. Some of the paid monitoring solutions • Radian 6• Revinate • Prophesy• eBuzz Connect • Vocus• Chatter Guard• Brand Karma www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  31. Trip Advisor & FB Social Graph www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  32. Trip Advisor Best Practices www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  33. Trip Advisor Owners Central www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  34. Trip Advisor Best Practices www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  35. Digital Best Practices- Simply Enable Results Inspire Pick your partners wisely Metrics Engage Outreac Involve h www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  36. It’s AboutBrand “AND” The It’s NOT about the “OR” Performance www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  37. Digital programs that work!• SEM• SEO• OTA Advertising• Social Media• Mobile• Display Ads• Private Sales• Classified• Video www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  38. How to reach me?•David@digitaldnainfusion.com• Twitter @atkinsdavid• Old School: Digital DNA Infusion 6619 South Dixie Hwy Ste 306 Miami FL 33143 David- 305-458-2311 www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  39. Key questions to ask partners1. What do I get? – Distribution – Marketing – Sales – SEO – SEM – Mobile – Website – Social – F- Commerce – Social Media Monitoring2. What reporting do you provide?3. What does it cost all in?4. What is the commitment term? www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  40. Does Social Media impact pricing?• PhoCusWright answers this with: – Social Travel Advocacy Index mapped to ADR • Shows a distinct correlation that is quantifiable• Beyond the ADR/RevPar impact of your social media profile – What does this due to transparency of pricing? – What will the consumer accept? – How well does your organization understand SM? www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  41. Beresford Data on Social NetworksBeresford Research June 2009 www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
  42. Does Social Media sell travel??•PhoCusWright answers this with: www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  43. Customer View of travel sites- Areas ofOpportunity Frommers Unlimited April 2010 www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  44. Digital consumer behavioral data•65 % of consumers have had a digital experience change their perception of the brand/product•97% of consumers report that their digital experiences influence whether or not to purchases goods, services or products from the brand/product•97% of consumers have searched out a brand online•69% have read a corporate blog•73% have posted a review of a product or service•44% of consumers who follow a brand on twitter do it for DEALS Source: Razorfish Q4 2009 www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
  45. Video www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  46. Who Matters? Trip Advisor Who is your customer?Source: Quantcast Dec 2009www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  47. Does Social Media impact pricing?“ Done correctly, ratings and reviewsdeliver a significant increase in sales. Onethird of retailers reported an 11-20% or moreoverall increase in conversions as a result ofadding reviews to their sites, while consumersare willing to pay up to 22-49% more for a 5-star rated product than for a 4-star ratedproduct in the hospitality and travel industries” www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Mashable Feb 2010

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