Nick Holmes à Court Head of Digital, Shifted Pixels [email_address] 02.9360.0777 Twitter.com/nickhac

A quick survey Websites Online Booking Sites Search Engines

Websites

Online Booking Sites

Search Engines

Search Engines & Travel “ 88% of consumers who travel this summer will use the Internet to Research their trips” Claria Corporation Feedback Research Clickz - August 2005

Search Engines & Travel “ 84% of internet users are comfortable with search engines - and on any given day 56% of people online use search engine” Pew Internet & American Life Project, 'Internet searchers are confident, satisfied and trusting' January 2005

Travelers are computer savvy “ Two thirds of travelers used search engines to purchase travel arrangements” Travel Industry Association of America, 2004 Report

Of people who bought online “ 82% bought airline tickets” “ 67% booked overnight accommodation” Travel Industry Association of America, 2006

Why people book online? Price efficiency Comparison Shopping Time Saving / Busy Lifestyle Easy to see opinions / reviews

Price efficiency

Comparison Shopping

Time Saving / Busy Lifestyle

Easy to see opinions / reviews

What influences decisions? “ Following word-of-mouth, the Internet is the most used source for pre-trip travel information (used more than travel agents)” Roy Morgan, 'Online Travel continues to increase‘ Dec 2004

Reviews and Influence “ In 2004, 44% of adults have rated a product, service, or person online” Pew Internet Project Data Memo "Online Rating Systems" October 2004

Summary: Your customers are Internet Users (more than most) Researching Online Purchasing Online Listening to consumer created reviews Actively reviewing your services

Internet Users (more than most)

Researching Online

Purchasing Online

Listening to consumer created reviews

Actively reviewing your services

Web 2.0 Interaction and comment 2 way medium Sharing experience People asking questions Collaboration & Participation

Interaction and comment

2 way medium

Sharing experience

People asking questions

Collaboration & Participation

Web 2.0 & Social Networks

Social Networks are Mainstream

Social Networks = Conversations “ The web is a sea of conversations navigated by search”

Social Network Conversations Traditional word of mouth is enhanced, amplified and made more convenient through social networks Unshackled From Time, Cant be erased Hyper Connectivity Examples

Traditional word of mouth is enhanced, amplified and made more convenient through social networks

Unshackled From Time, Cant be erased

Hyper Connectivity

Examples

Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity

240+ Social Networks

Facebook, Bebo, MySpace, Hi5, WAYN etc

Traditional word of mouth is amplified through social networks

HyperConnectivity

Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity

240+ Social Networks

Facebook, Bebo, MySpace, Hi5, WAYN etc

Traditional word of mouth is amplified through social networks

HyperConnectivity

Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity

240+ Social Networks

Facebook, Bebo, MySpace, Hi5, WAYN etc

Traditional word of mouth is amplified through social networks

HyperConnectivity

Examples – HostelWorld.com

Examples - Twitter

Examples - WAYN

Examples – Google Local Search

When Search Meets Social All experiences and opinion is available Good experiences are amplified Bad experiences are permanent Recommendation systems gone bizerk!

All experiences and opinion is available

Good experiences are amplified

Bad experiences are permanent

Recommendation systems gone bizerk!

Get Involved! Listen Learn Engage Add Value – Participate! Create Relevant, Interesting Content

Listen

Learn

Engage

Add Value – Participate!

Create Relevant, Interesting Content

Why Travel? Experience the world To Relax For a unique cultural experience For adventure To meet new people To escape life For a special occasion (eg weddings) For Business Source LastMinute.com Travel Trends 2008

Experience the world

To Relax

For a unique cultural experience

For adventure

To meet new people

To escape life

For a special occasion (eg weddings)

For Business

Source LastMinute.com Travel Trends 2008

Looking for in a Hostel? Location Price Facilities Close to friends/family Good reviews by other travellers Whatever I find first when im there Source LastMinute.com Travel Trends 2008

Location

Price

Facilities

Close to friends/family

Good reviews by other travellers

Whatever I find first when im there

Source LastMinute.com Travel Trends 2008

How to benefit from this? Meet your customers needs! Listen to your customers Social Network Marketing Add Value

Meet your customers needs!

Listen to your customers

Social Network Marketing

Add Value

The Risks You cant Suck Badly Priced You cant be evil Lying will be caught out (unlike other marketing)

You cant Suck

Badly Priced

You cant be evil

Lying will be caught out (unlike other marketing)

Get Involved Search and listen Be Friends with everyone Answer every review Participation is king!

Search and listen

Be Friends with everyone

Answer every review

Participation is king!

Contact Me 02.9360.0777 [email_address] Twitter.com/Nickhac Visit Shifted Pixels ShiftedPixels.com/Blog We want to hear from you

Contact Me

02.9360.0777

[email_address]

Twitter.com/Nickhac

Visit Shifted Pixels

ShiftedPixels.com/Blog