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From Social to Sales, presentation by Anthony Rawlins, Digital Visitor
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  • 1. From Social to SalesPresentation by Anthony Rawlins, CEO & Founder Digital Visitor
  • 2. Our philosophy • Social commerce and social media agency • Specialists in Travel and Tourism • Combining social media on your website AND on social media channels • Gathering content and broadcasting this as far and wide as possible • Maximising short term gains and long term benefits of social media • Providing a clear ROI 2
  • 3. Some of our awards Innovation in Travel Best Online Application Best Use of Social Media – vs. Virgin Atlantic, - 2011 runner up Trip Advisor and Kuoni- Best Technology Provider - Best Online Application - Top 100 SW - Best Desktop Application- Rising Star of the Year - Best Technology Provider Creative Companies - Rising Brand of the Year 3
  • 4. Some of our clients 4
  • 5. What is social commerce?• The use of social media to assist in the online buying and selling of products and services• Includes... – Discussions and forums – Question and answers – Customer reviews and ratings – Tips and hints – User recommendations and referrals – Online communities – Social advertising 5
  • 6. Customer buying cycle 6
  • 7. Conversations / discussions• Early in the buying cycle - people want to be inspired• They want to research and enquire• It’s up to OTAs and the like to provide inspiration and information• Ask questions – get your online visitors to answer eg. What’s the weather like? Which place is better?• A conversation thread will encourage repeat visits to your website• Benefit SEO - content = organic traffic• Generates content to share on social channels to drive people back to your website 7
  • 8. Watch – your social newsletter• Subscribe to destinations during the research phrase• When new user generated content is added, followers are notified• Drives repeat visits to your website and audiences 8
  • 9. Reviews – do’s • Include on your website - easy to implement/integrate • Allow short reviews, long reviews AND reviews with media content – implementing reviews WITH photos and videos increased browsing time by over 100% • Show reviews on relevant pages can increase conversations between 2 – 18% Incentivise 9
  • 10. Reviews – donts • Leave it isolated - gather content proactively • Think you need 5 million reviews to make a difference - one can help! • Think reviews are for hotels only - what about destinations, tours etc... • Limit what can be added - allow media uploading • Think reviews is all you can do - there is much more 10
  • 11. Tips and hints• After booked but before travel• Capturing tips and hints for travellers provides good info to your customers• Improves loyalty• Drives new search traffic• Provides content to share with social channels 11
  • 12. Social media channels• All this content should be shared with your social media channels – good quality, engaging content• Nothing worse than a channel which is constantly selling and not inspiring• The higher the engagement and quality of content, the more you can turn your community into customers 12
  • 13. Top tips• Social commerce accesses many stages of the customer buying cycle on your website• You can use technology to absolutely maximise the benefits of social media content from your customers• Inspire with discussions• Convince with reviews• Breed loyalty with tips and hints• Use all this content to drive your social channels 13
  • 14. Thanks Anthony Rawlins, CEO and Founder, Digital Visitor  www.digitalvisitor.com  +44(0)1179 055 195  anthony@digitalvisitor.com 14