Maximising social media on your own website


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This presentation was given at an event held by Classic Tours.

Title: Maximising social media on your own website

Summary: Content is what drives the web. Photos, videos, reviews and testimonials are not only influential on consumer’s purchasing decisions, they also have a positive impact on SEO – helping to improve your search visibility and drive more traffic to your brand.

In this session, Digital Visitor looked at how group tours/charities can ensure their company is making the most of social media – specifically;

• The benefits of gathering social media ie. driving more traffic, improving SEO etc
• Tips on how you can gather quality content
• How will you distribute this content far and wide? What methods can you use to share your content?

Speaker: Simon Jones, Director of Operations & Co-Founder, Digital Visitor.

If you would like to find out more about Digital Visitor's solutions and services, please call +44(0)1179 055 195, email or visit today

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Maximising social media on your own website

  1. 1. Maximising social media on your own website 1
  2. 2. Welcome to the… 2
  3. 3. Agenda • Who is Digital Visitor • Types of social media • Why social media on your own website is important • Gathering content • Best use of content • How you can use social media • Social media strategy 3
  4. 4. So who is Digital Visitor? 4
  5. 5. Digital Visitor is…An award-winning Social Commerce Agency... 5
  6. 6. Our philosophy...To generate revenue for our clients through social media 6
  7. 7. Some of our clientsWe grew up in the travel and tourism sector but now work across varied sectors... 7
  8. 8. Source: Types of social media 8
  9. 9. What is social media?• Collection of web and mobile-based technologies• Allow the creation and exchange of user-generated content• Enable online communication and interaction• Types of user generated content: - Reviews and ratings - Photos - Videos - Discussions - Comments and much more... 9
  10. 10. Why social media on your own website?• Drives traffic• Increases browse time on site• Increases conversions• Ownership/control of content 10
  11. 11. Drives traffic to your website• Search engines love user generated content – will enhance SEO visibility• Sharing content with social media channels will drive traffic to your website - Your own organisation profiles - Individual user profiles 11
  12. 12. Increases browse timeIn some cases we have seen asmuch as a 100% increase inbrowse time on pages that includereviews or user generated stories 12
  13. 13. Increases conversionsPeer to peer stories, recommendations, and reviews will encouragepeople to take part:• 75% of consumers don’t believe companies tell the truth in their advertisements• 46% of consumers do write reviews• 29% of consumers consider positive reviews as the most likely factor to make them book a holiday online• 25-40% of people who leave a hotel website do so to read an online review 13
  14. 14. Ownership / Management of content• Check content is relevant for your audience and fair• Check people are valid customers / contributors• You can respond directly against posts / stories• If you own it or jointly own content you can use it however you like 14
  15. 15. Gathering content 15
  16. 16. People generate content• It’s a lot easier for people to take photos and video• It’s easy to provide this content• People are used to adding photos, videos, reviews comments and sharing with their friends 16
  17. 17. Gathering content• Know what content you want• Ask people to share their experiences• Run competitions• Incentives / discounts 17
  18. 18. Ask people• Make sure you make it easy for them to add content• Asking for content generates higher response rate: 17 - 20%• More positive feedback 18
  19. 19. Incentivise peopleOffering competitionsor incentives increasesthe likelihood of peopleproviding content 19
  20. 20. Best use of content 20
  21. 21. Your website the hub of activity• Make your website the hub of activity• Share to social media channels driving traffic back to your website• People don’t tend to make purchasing decisions on social media channels• Social media is fast moving, future proof 21
  22. 22. Share to social media channels• Contributor profiles for their friends (like minded individuals)• Your own brand profiles (driving traffic)• Drive up to 2 times your social media community to your website per month 22
  23. 23. How you can use social media?• Reviews of services• Real stories• Reviews of fundraising events/trips• Competitions• Gather media content 23
  24. 24. Strategic social media 24
  25. 25. Social media strategy 25
  26. 26. Strategic social mediaSet clear objectives• What do you want to achieve from your social media activity? – Awareness – Likes – Traffic – Sales – All of the aboveDefine channels• Choose channels carefully – where are your audience• Don’t over stretch - two well-kept channels are better than six weak onesAssign budget• Appreciate that activity will incur some costs• Assign budget dependent on what you want to achieve 26
  27. 27. Strategic social mediaActivity plan• What are you going to say, to who and when• Align to your existing marketing objectives – social media should not be isolated• Assign responsibility and engage with staff• Channel management – day to day activity• Creative campaigns – great for driving awareness and audience numbers• Partnerships can help• Review activity and don’t be afraid of course correction 27
  28. 28. Thank you Simon Jones 0117 9055 195 07974 962182 28