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Building Influence Online for the Travel Industry
 

Building Influence Online for the Travel Industry

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  • Traditional marketing is not as effective as it used to be. What exactly does I mean?Well I guess we need to define traditional marketing first. Traditional marketing could also be called broadcast marketing, push marketing or even old school marketing. The idea behind it is the same. We get ourselves in front of audience, and it pretty much stops there. It’s a one way conversation.Why is this less effective these days? Well firstly the way users interact with brands has drastically changed but I’ll touch on that later… probably more importantly…
  • We create a brand that is influential.
  • We can go about this by creating influential content
  • Next let’s look at the action, which can be broken down into four stages.Is the user motivated to take the action with you? Hopefully yes, as we will have achieved that when we changed their attitude towards us.
  • Be trustworthyAre you a respected voice in your industry? If not, why not? And how can you change this?Is your brand renowned for your impeccable customer service? Are you fully transparent online?Think about how your peers and your consumers view you. Trust is an important factor online, and there’s no reason why you can’t cultivate your own.

Building Influence Online for the Travel Industry Building Influence Online for the Travel Industry Presentation Transcript

  • Marketing in theSocial AgeKristian BannisterCreative Director [at] No Pork Pies@YeahKristian
  • Traditional marketingis not as effective as itused to be
  • Users are being exposedto more and more contenteveryday
  • Average consumer is exposed to2k – 5k adverts a day£8.3 billion is spent of advertisingin UK every year89% of adverts are ignored
  • We can only maintain150 stable relationshipsat one time Dunbar’s Number
  • Hang about, I haveover 500 friends onFacebook #swag
  • Can the same be truefor brands?
  • We need to buildmeaningful relationshipswith our customers
  • Modern marketing is notjust about promotion…
  • Modern marketing is notjust about promotion…It’s about conversations
  • How do we builda meaningfulrelationship?
  • We create a brand that is INFLUENTIAL
  • It’s about creating influentialcontent…
  • It’s about creating influentialcontent…Web content is a publicconversation between yourcompany and your users
  • Influential content…changes ATTITUDE & encourages ACTION
  • ATTITUDE1. Awareness2. Likeability3. Trust
  • ACTIONMOTIVATION
  • ACTIONMOTIVATION ABILITY
  • ACTIONMOTIVATION ABILITY TRIGGER
  • ACTIONMOTIVATION ABILITY TRIGGER RESULT
  • So how do we turnREGULAR content into…
  • So how do we turnREGULAR content into…INFLUENTIAL content?
  • TOPICAL /NEWSWORTHY
  • TELL STORIES
  • EMOTIVE
  • “When you try to reacheveryone, you risk reaching noone” Colleen Jones Clout – The Art and Science of Influential Web Content
  • TARGETED
  • STAND FORSOMETHING
  • “Your brand has to stand forsomething. If everyone loves you, youmight be doing something wrong” Joe Pulizzi
  • TRUSTWORTHY
  • Competitive Market: Southwest & Jet Blue70% bookings through web channels. Understand that theiraudience are tech savvy. First airline to add fleet-wide Wi-Fi.Early adopters of social customer service using Twitter andFacebook to deal with positive and negative feedback.Built brand loyalty with rewards & compensation for theircustomers through Twitter and Facebook.Built brand trust with their open approach to customerservice.
  • So what’s stopping you?
  • “Our industry is boring”
  • “Our industry is boring”
  • “Our industry is boring”Huge increase in brand awareness - Over 300 million views!Content that taps into a new audience, very sharable.Content promotes quality of product.Created a whole new revenue stream with impression basedadvertising on their videos.Sales up 500% in 2008, 700% in 2009.Put a face to their brand!
  • “We only deal in B2B”
  • “We only deal in B2B”71% of B2B buyers use the internetto get their information
  • “We only deal in B2B”Experts in content marketing. Thought leaders in their field.Wide range of content: podcasts, webinars, eBooks, blog, free tools.Found the value in their customers needs.Appeals to business of all sizes. Scalable content marketing!Lots of entry points in their lead generation funnel.
  • “Our audience is very niche”
  • “Our audience is very niche”Create content that provides real value to your audience.Stand out as a thought leader in your industry.Easier to identify contacts already engaging in social networks.Build a community around your niche regardless of the userslocation.Attract more qualified leads > generate high-quality conversions.Better to have 100 fully engaged fans, than 1000 unengaged.
  • “There’s a lot of competition”
  • “There’s a lot of competition”Know your audienceHave a strong brand personalityBe genuine
  • Let’s recap
  • NEWSWORTHY TELL STORIES TARGETED STAND FOR EMOTIVE TRUSTWORTHY SOMETHING
  • Thank You!Kristian BannisterCreative Director [at] No Pork Pies@YeahKristian