Building a Digital Strategy
Don’t be left out in the cold
Presented by: David Atkins, Principal Digital DNA Infusion, LLC
...
Stating the obvious
• You compete with
– Hotels
– Resorts
– Timeshare
– VRM
– Rental by Owner
www.digitaldnainfusion.com
C...
NEW FROM GOOGLE SEPT 2010
Change
The only constant imperative when
it comes to Digital is CHANGE
Copyright 2010 Digital DNA Infusion
Google’s View 2010
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion Source: Google
Moves Digital to Physical World
• No more platforms
• No more technical requirements
• Just be “human” & transparent
Copyr...
Digital, Social, Mobile?
• 39% of consumers have no destination in mind when starting their travel
research online
• Consu...
Does it all work?
• Orlando CVB “67 Days of Smiles”
• Santa Monica CVB
• Best Western “Travel Tuesday”
• Marriott- “Tweet ...
Where to start?
Video
SEO/SEM
Social
Media
OTA’s
Display
Ads
Site
Conversion
PPC
Copyright 2010 Digital DNA Infusion
Brand...
Follow the basics
• Your customer
• Your business
• What metric?
• What platform?
Copyright 2010 Digital DNA Infusion
Benc...
Influential Features in Leisure Travel Planning
Source: PhoCusWright May 2010
www.digitaldnainfusion.com
Copyright 2010 Di...
Curators
• Content, Experiences
• Not always of our own creation
Copyright 2010 Digital DNA Infusion
Customer View of travel sites- Areas of
Opportunity
Copyright 2010 Digital DNA Infusion
Frommers Unlimited April 2010
Awareness
Consideration
Purchase
Intent
Loyalty
Purchase
Display Media
Social Media
Social Media Marketing
Affiliate Marke...
Awareness
Consideration
Purchase
Intent
Loyalty
Purchase
Display Media
Social Media
Affiliate Marketing
Search Engine Mark...
Mobile/LBS
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
Video
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
Source: Wikipedia
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Basic Principles for Social Media
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Copyright 2010 Digital DNA Infusion, LLC
Review Sites
Photo Sharing
Video Sharing
Blogs
Types of Social Media that matter most for travel
For North America and EME...
Who Matters?
Source: Quantcast Dec 2009
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Trip Advisor
W...
Does Social Media impact pricing?
“ Done correctly, ratings and reviews deliver a
significant increase in sales. One third...
Does Social Media impact pricing?
• PhoCusWright answers this with:
– Social Travel Advocacy Index mapped to ADR
• Shows a...
Does Social Media sell travel??
• PhoCusWright answers this with:
www.digitaldnainfusion.com
Copyright 2010 Digital DNA In...
Digital consumer behavioral data
• 65 % of consumers have had a digital experience change their
perception of the brand/pr...
Beresford Data on Social Networks
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
Beresford Research June 2...
How are customers sharing data?
Copyright 2010 Digital DNA Infusion
Frommers Unlimited April 2010
Build a framework
• The key: alignment and education
Copyright 2010 Digital DNA Infusion
www.digitaldnainfusion.com
Copyright 2009 Digital DNA Infusion
Some of the paid monitoring solutions
• Revinate
• eBuzz Connect
• Chatter Guard
• Brand Karma
• Radian 6
• Prophesy
• Voc...
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Review sites in North America
• TripAdvisor – www.tripadvisor.com
• TravelPost – www.travelpost.com
• Yelp – www.yelp.com
...
Trip Advisor & FB Social Graph
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Trip Advisor Best Practices
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Trip Advisor Owners Central
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Trip Advisor Best Practices
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Digital Best Practices- Simply
Enable
Inspire
Engage
Involve
Outreach
Metrics
Results
Copyright 2010 Digital DNA Infusion
...
Key questions to ask partners
1. What do I get?
– Distribution
– Marketing
– Sales
– SEO
– SEM
– Mobile
– Website
2. Are y...
How to reach me?
• David@digitaldnainfusion.com
• Twitter @atkinsdavid
• Old School:
Digital DNA Infusion
6619 South Dixie...
HSMAI South Florida November Presentation
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HSMAI South Florida November Presentation

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HSMAI South Florida November Presentation

  1. 1. Building a Digital Strategy Don’t be left out in the cold Presented by: David Atkins, Principal Digital DNA Infusion, LLC david@digitaldnainfusion.com Twitter: @atkinsdavid www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  2. 2. Stating the obvious • You compete with – Hotels – Resorts – Timeshare – VRM – Rental by Owner www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion Question is what does the consumer know ?
  3. 3. NEW FROM GOOGLE SEPT 2010
  4. 4. Change The only constant imperative when it comes to Digital is CHANGE Copyright 2010 Digital DNA Infusion
  5. 5. Google’s View 2010 www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion Source: Google
  6. 6. Moves Digital to Physical World • No more platforms • No more technical requirements • Just be “human” & transparent Copyright 2010 Digital DNA Infusion
  7. 7. 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 • “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 Copyright 2010 Digital DNA Infusion Source: Forrester, Compete & Google Dec 2009- Sept 2010 The Planning and Review category (i.e. TripAdvisor) grew its share of all site visits by over 50% since 2008 Private Sales?
  8. 8. Does it all work? • Orlando CVB “67 Days of Smiles” • Santa Monica CVB • Best Western “Travel Tuesday” • Marriott- “Tweet yourself to Hawaii” • Motel 6 • And many more www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion ROI, Traffic, Bookings, Revenue and Mentions
  9. 9. Where to start? Video SEO/SEM Social Media OTA’s Display Ads Site Conversion PPC Copyright 2010 Digital DNA Infusion Brand Sales Marketing Distribution Revenue IT Ownership
  10. 10. Follow the basics • Your customer • Your business • What metric? • What platform? Copyright 2010 Digital DNA Infusion Benchmark!
  11. 11. Influential Features in Leisure Travel Planning Source: PhoCusWright May 2010 www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  12. 12. Curators • Content, Experiences • Not always of our own creation Copyright 2010 Digital DNA Infusion
  13. 13. Customer View of travel sites- Areas of Opportunity Copyright 2010 Digital DNA Infusion Frommers Unlimited April 2010
  14. 14. Awareness Consideration Purchase Intent Loyalty Purchase Display Media Social Media Social Media Marketing Affiliate Marketing Search Engine Marketing Social Media Marketing Search Engine Marketing Search Engine Marketing Affiliate Marketing Email Marketing Social Media Marketing Marketing Channel Evaluation Copyright 2010 Digital DNA Infusion, LLC
  15. 15. Awareness Consideration Purchase Intent Loyalty Purchase Display Media Social Media Affiliate Marketing Search Engine Marketing Social Media Marketing Search Engine Marketing Search Engine Marketing Affiliate Marketing Email Marketing Social Media Marketing Marketing Channel Evaluation Mobile/Video????
  16. 16. Mobile/LBS www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion
  17. 17. Video www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion
  18. 18. Source: Wikipedia www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  19. 19. Basic Principles for Social Media www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  20. 20. www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  21. 21. Copyright 2010 Digital DNA Infusion, LLC
  22. 22. Review Sites Photo Sharing Video Sharing Blogs Types of Social Media that matter most for travel For North America and EMEA The priority will change based on your business & customer objectives www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  23. 23. Who Matters? Source: Quantcast Dec 2009 www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC Trip Advisor Who is your customer?
  24. 24. Does Social Media impact pricing? “ Done correctly, ratings and reviews deliver a significant increase in sales. One third of retailers reported an 11-20% or more overall increase in conversions as a result of adding reviews to their sites, while consumers are willing to pay up to 22-49% more for a 5-star rated product than for a 4-star rated product in the hospitality and travel industries” www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC Source: Mashable Feb 2010
  25. 25. 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 2010 Digital DNA Infusion, LLC
  26. 26. Does Social Media sell travel?? • PhoCusWright answers this with: www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  27. 27. 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 Copyright 2010 Digital DNA Infusion Source: Razorfish Q4 2009
  28. 28. Beresford Data on Social Networks www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion Beresford Research June 2009
  29. 29. How are customers sharing data? Copyright 2010 Digital DNA Infusion Frommers Unlimited April 2010
  30. 30. Build a framework • The key: alignment and education Copyright 2010 Digital DNA Infusion
  31. 31. www.digitaldnainfusion.com Copyright 2009 Digital DNA Infusion
  32. 32. Some of the paid monitoring solutions • Revinate • eBuzz Connect • Chatter Guard • Brand Karma • Radian 6 • Prophesy • Vocus www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  33. 33. www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  34. 34. Review sites in North America • TripAdvisor – www.tripadvisor.com • TravelPost – www.travelpost.com • Yelp – www.yelp.com • IgoUgo • OTCs with reviews – Hotels.com – www.hotels.com – Expedia – www.expedia.com – Travelocity – www.travelocity.com – Priceline – www.priceline.com – Orbitz – www.orbitz.com • Others to watch – Yahoo Travel www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC Not a full list
  35. 35. Trip Advisor & FB Social Graph www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  36. 36. Trip Advisor Best Practices www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  37. 37. Trip Advisor Owners Central www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  38. 38. Trip Advisor Best Practices www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  39. 39. Digital Best Practices- Simply Enable Inspire Engage Involve Outreach Metrics Results Copyright 2010 Digital DNA Infusion Pick your partners wisely
  40. 40. Key questions to ask partners 1. What do I get? – Distribution – Marketing – Sales – SEO – SEM – Mobile – Website 2. Are you Independent? 3. Who else do you do business with? 4. What reporting do you provide? 5. What does it cost all in? 6. What is the commitment term? www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion
  41. 41. 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 Maria- 954-609-9110 Copyright 2010 Digital DNA Infusion

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