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HSMAI South Florida November Presentation

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Presentation delivered to HSMAI South Florida Nov 9 2010

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HSMAI South Florida November Presentation HSMAI South Florida November Presentation Presentation Transcript

  • 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
  • Stating the obvious • You compete with – Hotels – Resorts – Timeshare Question is what does the consumer know ? – VRM – Rental by Owner www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion
  • 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 Copyright 2010 Digital DNA Infusion
  • 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 Copyright 2010 Digital DNA Infusion Source: Forrester, Compete & Google Dec 2009- Sept 2010
  • 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 ROI, Traffic, Bookings, Revenue and Mentions www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion
  • Where to start? PPC Video Ownership Brand Site SEO/SEM Conversion IT Sales Display Social Ads Media Revenue Marketing OTA’s Distribution Copyright 2010 Digital DNA Infusion
  • Follow the basics • Your customer • Your business Benchmark! • What metric? • What platform? Copyright 2010 Digital DNA Infusion
  • Influential Features in Leisure Travel Planning www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC Source: PhoCusWright May 2010
  • 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
  • Marketing Channel Evaluation Display Media Awareness Social Media Social Media Marketing Consideration Affiliate Marketing Search Engine Marketing Purchase Social Media Marketing Intent Search Engine Marketing Search Engine Marketing Purchase Affiliate Marketing Loyalty Email Marketing Copyright 2010 Digital DNA Infusion, LLC Social Media Marketing
  • Marketing Channel Evaluation Display Media Awareness Social Media Consideration Affiliate Marketing Search Engine Marketing Mobile/Video???? Purchase Social Media Marketing Intent Search Engine Marketing Search Engine Marketing Purchase Affiliate Marketing Loyalty Email Marketing Social Media Marketing
  • Mobile/LBS www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion
  • Video www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion
  • www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC Source: Wikipedia
  • 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
  • Types of Social Media that matter most for travel Review Sites Photo Sharing The priority will change based on your business & customer Video Sharing objectives Blogs www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC For North America and EMEA
  • Who Matters? Trip Advisor Who is your customer? www.digitaldnainfusion.com Source: Quantcast Dec 2009 Copyright 2010 Digital DNA Infusion, LLC
  • 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
  • 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
  • Does Social Media sell travel?? • PhoCusWright answers this with: www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  • 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
  • Beresford Data on Social Networks www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion Beresford Research June 2009
  • 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 • Radian 6 • eBuzz Connect • Prophesy • Chatter Guard • Vocus • Brand Karma www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  • 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 • 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 Not a full list www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion, LLC
  • 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 Results Enable Metrics Inspire Pick your partners wisely Outreach Engage Involve Copyright 2010 Digital DNA Infusion
  • 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
  • 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