Discovering traveler intent through search and social

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Don't believe the hype - organic search is not dead after all. The reality is that search marketing and optimisation is simply evolving, especially for the travel industry.

Tnooz and RKG (Rimm Kaufman Group) came together to look at the rise of social and search as disciplines which should be considered as one, rather than left to reside in their own silos.

The 60-minute webinar covers the evolution of organic search, how to understand your audience, unravelling the mounds of data about users, theories around content marketing and how the worlds of search and social can be combined effectively.

Panellists for this webinar:

Ryan Gibson, EVP marketing strategy, RKG
Sarah Kennedy Ellis, director, Sabre Labs
Kevin May, editor and moderator, Tnooz
Gene Quinn, producer and CEO, Tnooz

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  • If you look at those 4 S’s; social, searchable, scalable, and sincere and you create content around that, content that people do want to say, “Hey.  Look at what I found,” content that’s tagged appropriately and put in the right places so it can be found or searchable, Not content that’s one-off and that costs a brand a fortune, but content that can be scaled and content that is true to the brand, then you have something powerful.
  • Discovering traveler intent through search and social

    1. 1. Discovering traveler intent through social and search Webinar 27 August 2013
    2. 2. K Kevin May Editor & Moderator Gene Quinn CEO & Producer Your hosts
    3. 3. K Ryan Gibson VP of Marketing RKG Your panelists Sarah Kennedy Ellis Director Sabre Labs
    4. 4. Discovering traveler intent through search and social
    5. 5. 5 Search & Social  Organic is not Dead!  Know Your Audience (And Your Goals)  Data Insights to Drive Content  Content For Your Audience  Search or Social? Search + Social
    6. 6. 6
    7. 7. 7
    8. 8. 8 …Still Quality Traffic
    9. 9. 9 Search Cannot Be Overlooked
    10. 10. 10 No Matter The View
    11. 11. 11 Understand Your Travelers Duane Hanson: Traveller
    12. 12. 12 What do they want to do? How will you help them? Focus On Your Audience  Are you even talking with the right people?
    13. 13. 13 What should your Brand stand for? What are your goals  Key goals of your organization?  Why does your company exist?  What are you company values?  What types of user behavior show that audiences are connecting with your site and finding the content valuable?
    14. 14. 14 Why Should Your Audience Care?  What problems are you solving for your customers?  How can they differentiate you from your competitors?  What is valuable about your online presence.
    15. 15. 15 Identify Key Audiences 15 Audience Description Engagement/ Conversion Motivation Business Traveler looking to make the most of her time on business trips Wants to obtain assistance and advice on options related to their next meeting in a remote city Request information for specific locations and venues that best suits their meeting The best choices are made clear Lots of detail about the different paths and how to pick the right one Busy Working Mom planning a family getaway Has teenage children who she wants to please. But she can’t spend a lot of time in planning the trip. Gather trip information and ideas with relevant recommendations to present to her family. Provides fast, popular recommendations to safe and secure locations. It’s not expensive and she feels accomplished choosing a trip everyone likes. This is what your audience wants. This is what you want. This is how you can compel your audience to do what you want (and make them happy at the same time).
    16. 16. 16 Searcher Personas Develop Customer Personas 16 Sally Vacation Sally is always looking toward the next time her family can take a trip. Busy working, she takes cues and recommendations from her friends on Facebook as a catalyst to start looking for her next vacation…. Most of her research starts on mobile devices as she’s waiting in lines or on the train on the way to work….. Topic Queries Family Vacation Spots within driving distance “cheap weekend vacations”, “family vacation packages”
    17. 17. 17 Focus is on your audience Work To Booking What audiences search for Market research, email open rates, on-site behavior, demographic and psychographic data… Search Page content BOOKING ! What Your Audience Wants (UX) Social engagement Who Your Audience Is What audiences talk about Where Your Audience Is Email, home page…. What you want
    18. 18. 18 Search vs. Social? Image: http://kilikeviciene.lt/
    19. 19. 19 Social & Search are intertwined Search + Social 19 Search Social
    20. 20. 20 Search + Social Connected by Content ContentSearch Social
    21. 21. 21 Content Social Content Must be Social
    22. 22. 22 Content Social Searchable Content Must be Searchable
    23. 23. 23 Content Social SearchableScalable Content Must be Scalable
    24. 24. 24 Content Social Searchable Scalable Sincere Content Must be Sincere
    25. 25. Content Community Digital Visibility
    26. 26. 26 By direct referrer Most Productive Social Platforms
    27. 27. 27 Photos garner the most interactions Most Engaging Content 27 Airlines Hotels, Resorts
    28. 28. 28 Search + Social
    29. 29. 29 G+ Matters
    30. 30. Your audience uses Google
    31. 31. That makes Google+ important
    32. 32. 32 G+ Leads Twitter
    33. 33. Personal Images Personal Results Personal + Social (G+)
    34. 34. 15% - 50% Increase in CTR Standing out in the SERPs
    35. 35. 35 Authorship
    36. 36. 10% - 40% Increase in CTR Content + Trust + Relationships
    37. 37. Frequent Updates + Unique Content = More Digital Visibility
    38. 38. 42 First, Last & ALWAYS! Focus on Your Customer  Understand your customers’ goals  Understand your business goals  Let Data Drive Content Development  Focus on Content Benefiting Your Audience  Leverage Social Signals in Search to expand your overall Digital Visibility.
    39. 39. K Replay and presentation from today’s webinar will be available at www.tnooz.com Please send your questions to kevin@tnooz.com

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