David Atkins Digital DNA Infusion presentation key west sept 2011

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Travel Marketing, Phocuswright, Forrester, Google, Travel and Tourism, Hotels, Expedia

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David Atkins Digital DNA Infusion presentation key west sept 2011

  1. 1. Building a Digital StrategyDon’t be left outin the coldHSMAI Key West Sept 2011Presented by: David Atkins, Principal Digital DNA Infusion, LLCdavid@digitaldnainfusion.comTwitter: @atkinsdavid
  2. 2. Stating the obvious For consumer attention you compete with: Resorts Airlines Hotels VRM OTA’s Other CVBs/DMO’s Timeshare Car Rental Companies Question is what does the consumer know?www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  3. 3. David Atkins • Member of the Expedia/Microsoft IPO Management team – Mgmt member of: Brand Team; Hotels Team; Online Marketing; and Media Sales • Microsoft 1998 • Expedia from 1998-2003 • IAC Travel/Interval International 2003-2006 • Chairman of HSMAI 2010-2012 • Columnist for Hospitality Upgrade • Digital Media and Strategy Expert • Speaker- CES, HSMAI, HEDNA, PhoCusWright, VRMA…www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  4. 4. What demographic group dominates online?www.digitaldnainfusion.com |Copyright 2011 Digital DNA Infusion, LLC | Source: Google
  5. 5. Updates Sept 2011 • Google – Google Flights – Zagats – Google HotelFinder – Google+ • F-Commerce • Consumer Behavior data • Mobile explosion Entire Presentation will be made availablewww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
  6. 6. eMarketer View of Online Travel 2011www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: eMarketer March 2011
  7. 7. PhoCusWright View 2011www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright April 2011
  8. 8. How is your destination chosen?www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright June 2011
  9. 9. How is your destination chosen? Align your efforts • Media allocation • Staff allocation • Political alignment • Partnerswww.digitaldnainfusion.com | Copyright 2010Digital DNA Infusion, LLC | Source: PhoCusWright J& Forrester June 2011
  10. 10. How is your destination chosen?www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright June 2011
  11. 11. What drives the decision?www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC | Source: PhoCusWright Oct 2010
  12. 12. 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 levelwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: New from Google Sept 2010
  13. 13. What does your consumer shop? Web Sites Used for Selecting a Destinationwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright Oct 2010
  14. 14. Mobile/LBS www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  15. 15. Mary Meeker @ Google on Mobilewww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011
  16. 16. Mobile WORKS for Marketingwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Chetan Sharma, January 2011
  17. 17. Computing Growth Drivers Over Time (1960-2020E)Note: PC installed base reached 100MM in 1993, cellphone/internet users reached 1B in 2002/2005 respectively.www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC| Source: Mary Meeker @ Google Think Mobile March 2011 | Source: ITU, Mark Lipacis, Morgan Stanley Research
  18. 18. 1 in 3 Researchers Recall Viewing Online Adswww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011
  19. 19. Half of Shoppers Research Exclusively Onlinewww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011
  20. 20. Social media are media for socialinteraction, using highly accessibleand scalable publishing techniques. www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Wikipedia
  21. 21. www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  22. 22. Copyright 2010 Digital DNA Infusion, LLC
  23. 23. Facebook Like/Fan $$ spend an additional are 28% more likely $71.84 on products for than non-fans to which they are like the continue using the company compared to brand. those who are not fans. The average are 41% more likely annualized value than non-fans to of an individual recommend a fanned fan is $136.38. product to their friends.www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Syncapse’s Report 2010
  24. 24. Sample OTA Package Booking Session August 24, 2010 User Session Continued… Continued… Continued… 15 Pages on Expedia: Start of Session: Back to Expedia 2 Pages on Utah.com Search package: www.gmail.com 12 pages content Browse maps destination SLC 5 Pages on Gmail: Direct Type: Google Search & Click: Back to Expedia Email content Hyatt.com www.TripAdvisor.com 5 pages content 8 Pages on Hyatt: Google Search & Click: 5 Pages on TripAdvisor: Google Search & Click: Gold Passport login, SLC www.Steelers.com Utah, Salt Lake City pages www.SeatGuru.com hotel search 6 Pages on Steelers.com: Direct Type: Click on Link: 5 Pages on SeatGuru Miscellaneous content www.Hotwire.com www.visitsaltlake.com Browse seat maps 7 Pages on Hotwire Direct Type: 2 Pages on Visit Salt Lake Back to Expedia Search package: www.post-gazette.com Browse things to do 4 pages content destination SLC 3 Pages on Post Gazette: Direct Type: Back to TripAdvisor Booked Package on News content www.Cheaptickets.com 3 pages content Expedia 5 Pages on Cheaptickets Google Search & Click: Click on Link: Back to Utah.com Search package: www.Expedia.com www.utah.com 6 pages content destination SLC Continued browsing…www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Expedia and Compete 2010
  25. 25. Social Marketing & Reviews in Travel? • 2 out of 3 travelers site travel review as influential when planning leisure travel • 3 out of 10 report comments in their social networks influential for leisure travel • Facebook referred more than 15.2M visitors to hotel websites in 2010 – a 35% increase from 2009.www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC || Source: PhoCusWright July 2011
  26. 26. Social Marketing & Reviews in Travel?www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC || Source: PhoCusWright July 2011
  27. 27. Age of the Customerwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC| Source: Forrester June 2011
  28. 28. The only constant imperative when it comes to Digital is CHANGEwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  29. 29. Googlewww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  30. 30. Google & PhoCusWright Traveler Flightswww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC|| Traveler Image Source: PhoCusWright
  31. 31. WheretoStart? Mobile Video Politics Brand Site SEO/SEM IT Sales Conversion Display Social Revenue Marketing Ads Media OTA’s Members www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLCwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  32. 32. Moves Digital to Physical World • No more platforms • No more technical requirements • Just be “human” & transparentwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  33. 33. Forrester ModelStart Here Finish Here www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
  34. 34. What is your metric?www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  35. 35. The New Digital Landscape Is your digital process about transactions , leads, visitors to your website(s), digital assets, social or a general stimulation of digital discussion or something else?www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  36. 36. Trip Advisor & FB Social Graphwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  37. 37. Marketing Channel Evaluation Display Media Social Media Awareness Mobile Video Mobile Video Consideration Social Media Affiliate Search/PPC Purchase Social Media Mobile Intent Search/PPC Search Mobile Purchase Affiliate Social Email Mobile Loyalty Social Videowww.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
  38. 38. Action Steps • Follow the Basics • Think about the Visitor • Empower the Customer • Simple Social Media • Develop a strategy • Empower your peoplewww.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
  39. 39. Follow the basics • Your customer • Your business • What metric? Benchmark! • What platform?www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  40. 40. Curators • Content, Experiences • Not always of our own creationwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  41. 41. 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 stayswww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  42. 42. Types of Social Media That Matter Most for Travel Review Sites Photo Sharing Video Sharing Blogs The priority will change based on your business & customer objectiveswww.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC | For North America and EMEA
  43. 43. Digital Best Practices - Simply Results Enable Pick your partners Metrics Inspire wisely Outreach Engage Involvewww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  44. 44. It’s NOT about the “OR” It’s About The “AND” Brand Performancewww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  45. 45. Why it works? Question is your objective and metrics— – Display – Email – Social – Mobile – PPC – CPM – OTAwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  46. 46. Key questions to ask partners 1. What do I get? • Distribution • Marketing • Sales • SEO • SEM • Mobile • Website 2. What reporting do you provide? 3. What does it cost all in? 4. What is the commitment term?www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
  47. 47. How to reach me? • David@digitaldnainfusion.com • Twitter @atkinsdavid • Old School: Digital DNA Infusion 6619 South Dixie Hwy Ste 306 Miami FL 33143 David- 305-458-2311www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
  48. 48. Cool Sources • Google – Google Trends – Google Insight – Googlebusiness (YouTube) • Mediapost • eMarketer • PhoCusWright • Forrester • Expedia • Compete • Tripadvisorwww.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

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