Re-examining onsite social media         By Anthony Rawlins    CEO and Founder, Digital Visitor
IntroductionOnsite social media focuses on how to best utilise social media on yourown website and under your own brand.•W...
About us• Digital Visitor is a strategic social media agency delivering social mediamarketing services, strategies and sol...
Our philosophy• We believe to maximize the benefits fromsocial media you need to consider both yourONSITE and ONCHANNEL so...
Social Media for 2012 –                              Why are strategies being revised?Where is social media marketing now?...
How is this going to change?•   Budgets tighter•   Social media marketing not    a whim anymore•   Has to prove itself•   ...
Why are companies looking at creating                    their own sites?• Ownership of content• New social media channels...
How can you define ROI for                  social media marketing?1)   Conversions2)   Browsing time3)   Net positive sen...
We focus on 3…How do we do this?   1) Increase conversions   2) Driving traffic to your website       (organic and from so...
1. Increasing conversions•   Reviews and Ratings application•   Reviews increase conversions by 2-18%•   People want revie...
2.1 Driving organic traffic•   Reviews and Ratings, content on your OWN website    drive organic search engine traffic•   ...
2.2 Generate traffic from social media channels• Sharing content on your Facebook page –  drives 2.5 times community per m...
3. Reducing your customer acquisition costs•   Increasing conversions reduces customer acquisition    costs•   Using UGC, ...
Best ways to integrate into your site•   Make it easy to engage•   Keep it simple, DO NOT under any    circumstances reinv...
How can one review do all of this?1) Post review (with photo / video) on your website =   one organic visitors = £24 p.a2)...
How can one review do all of this?• This is just using Facebook and one review!• Ask how else can you integrate activities...
Resourcing•   If you are going to take social media marketing    seriously then it has to be resourced properly•   Thinkin...
Mistakes•   Not taking social media seriously•   Dipping the toe in water – understand but    dangerous•   Legacy•   Lack ...
Solutions and top tips for success•   Commitment and strategic INTEGRATED approach•   Gathering content via social CRM - s...
Thank youFor more information, please get in touch...           t: +44 (0)1179 055 195      e: anthony@digitalvisitor.com ...
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Re-examining onsite social media

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Digital Visitor's CEO Anthony Rawlins session at the Eye for Travel Online Marketing and Social Media Europe Conference 2011.

Anthony's session looked at onsite social media, particularly;

- Why are travel company unbranded social media sites being revised?

- How many resources do you really need to dedicate to onsite social media platforms to succeed?

- Learn from the mistakes of others; where did they go wrong?

- What’s the best way to integrate 3rd party social media content into your site?

- Hear top tips for social media onsite success

The Online Marketing and Social Media Europe event brings together top travel brands for two interactive conferences - Social Media in Travel Strategies and Online Marketing in Travel Strategies.

Digital Visitor is a strategic social media agency dedicated to delivering a clear ROI for each customer.

Our social media applications and services aim to increase your business profitability by increasing your online conversion rate,
driving new traffic to your website, and reducing your customer acquisition cost.

We provide a suite of easy to integrate social media applications for your website to enable you to gather reviews and ratings, photos and videos, generate discussions on your own forum and enhance your social CRM.

We complement our social media applications by offering social media marketing services including social media audits, strategy creation and full service campaign management to drive new audiences to you from sites such as Facebook and Twitter, and increase your brand exposure.

To find out more, please call us on +44(0)1179 055 195 or email info@digitalvisitor.com or visit http://www.digitalvisitor.com

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Re-examining onsite social media

  1. 1. Re-examining onsite social media By Anthony Rawlins CEO and Founder, Digital Visitor
  2. 2. IntroductionOnsite social media focuses on how to best utilise social media on yourown website and under your own brand.•Why are travel company unbrandedsocial media sites being revised?•How many resources do you really needto dedicate to onsite social media platformsto succeed?•Learn from the mistakes of others– where did they go wrong?•What’s the best way to integrate 3rd party social media content intoyour site?•Hear top tips for social media onsite success
  3. 3. About us• Digital Visitor is a strategic social media agency delivering social mediamarketing services, strategies and solutions.• Est. 2005.• We service a range of clients, small to large across many differentindustries, however the majority are within the travel and leisure industry...
  4. 4. Our philosophy• We believe to maximize the benefits fromsocial media you need to consider both yourONSITE and ONCHANNEL social mediastrategy.• Put another way – you should have anintegrated social media strategy looking atboth your website and social media channelstogether.
  5. 5. Social Media for 2012 – Why are strategies being revised?Where is social media marketing now?• Importance being realised• Our most common bit of feedback is…• Many companies have a mad rush for Facebook ‘Likes’• ROI not evident• Questions from senior management• Still potentially a ‘marketing’ spend and in tough times, activities can get cut• Its our aim to move this to an E-commerce function Source: http://myxqq.blogspot.com/2011/08/evolution-of-social-media-for.html
  6. 6. How is this going to change?• Budgets tighter• Social media marketing not a whim anymore• Has to prove itself• Next year a tough year, ROI is paramount
  7. 7. Why are companies looking at creating their own sites?• Ownership of content• New social media channels opening up• Quality of information• Increasing conversions• Driving traffic – SEO benefits• Generating traffic from social mediachannels• Easier to prove ROI
  8. 8. How can you define ROI for social media marketing?1) Conversions2) Browsing time3) Net positive sentiment4) Exposure on channels / brand awareness5) Traffic from social media channels6) Organic traffic7) Recruitment fees8) Customer acquisition costs9) Marketing materials cost
  9. 9. We focus on 3…How do we do this? 1) Increase conversions 2) Driving traffic to your website (organic and from social media channels) 3) Reducing customer acquisition cost
  10. 10. 1. Increasing conversions• Reviews and Ratings application• Reviews increase conversions by 2-18%• People want reviews – 47% want to see on website• Doubles browsing time + reduces time on competitor sites• Reviews drive repeat visits
  11. 11. 2.1 Driving organic traffic• Reviews and Ratings, content on your OWN website drive organic search engine traffic• NOT just reviews - Discussions, questions etc…• 1 review = 1 organic visitor per month = £24p.a
  12. 12. 2.2 Generate traffic from social media channels• Sharing content on your Facebook page – drives 2.5 times community per month• Share with other social media websites• Discussions on your website – share with LinkedIn
  13. 13. 3. Reducing your customer acquisition costs• Increasing conversions reduces customer acquisition costs• Using UGC, reduces marketing spend• Re-use this content on other channels• Communication opportunities – through your own site• Communication through Facebook community• On Facebook – your ‘likes’ are 51% more likely to buy from you!• Also, you can communicate with their friends – likeminded people!
  14. 14. Best ways to integrate into your site• Make it easy to engage• Keep it simple, DO NOT under any circumstances reinvent the wheel• Less barriers to entry = more content generated• Make it relevant – reviews against the right products• Integrate into your overall marketing – not just your website
  15. 15. How can one review do all of this?1) Post review (with photo / video) on your website = one organic visitors = £24 p.a2) Increases browse time on your product page3) Increases conversion4) Share the review with your Facebook page – drive traffic – 2.5 times fans per month5) Share with authors FB profile6) Visible to their friends with a link BACK to your site (reduce Customer Acquisition Costs)7) Automatically receive +1 ‘like’ for future communication opportunities and more…
  16. 16. How can one review do all of this?• This is just using Facebook and one review!• Ask how else can you integrate activities onYOUR website to your social media channels?
  17. 17. Resourcing• If you are going to take social media marketing seriously then it has to be resourced properly• Thinking about the example of one review across multiple channels, how much extra resource does this take? None, in fact if anything the fact that a lot of this is automated means you need less attention across multiples• You need to monitor and engage on all channels but if you can re-use content and automate this, it makes it easier
  18. 18. Mistakes• Not taking social media seriously• Dipping the toe in water – understand but dangerous• Legacy• Lack of content• Concerns over negative content• Engagement with current customers• Lack of focus – deliver relevant content to potential customers• Competitions and incentives – obvious but great
  19. 19. Solutions and top tips for success• Commitment and strategic INTEGRATED approach• Gathering content via social CRM - supers users etc…• Incentives• Not just reviews and rating – discussions and forums, just videos, just photos? What works for you?• Feed them relevant content – this isn’t new but its still not being down properly
  20. 20. Thank youFor more information, please get in touch... t: +44 (0)1179 055 195 e: anthony@digitalvisitor.com w: www.digitalvisitor.com

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