Eye for Travel - Website Stickiness

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Presentation from Tim O'Neill of digital agency Reactive for EyeforTravel event in Sydney Nov 2009. On the topic of Website stickiness for travel and tourism brands

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  • Content repurposed from inflight magazine Plus some bespoke online-only content Objectives; online advertising revenue new site traffic for BA.com Position BA as travel experts (to non-BA passengers)
  • Content repurposed from inflight magazine Plus some bespoke online-only content Objectives; online advertising revenue new site traffic for BA.com Position BA as travel experts (to non-BA passengers)
  • vs Site average of 3.5 pages
  • The ultimate sticky content; content created by users for their friends and family A branded application (before the term was coined) Creates loyal and engaged STA Travel customers
  • The ultimate sticky content; content created by users for their friends and family A branded application (before the term was coined) Creates loyal and engaged STA Travel customers
  • The most popular blog entries are getting thousands of visits
  • William has uploaded over 1,000 photos!
  • William has uploaded over 1,000 photos!
  • William has uploaded over 1,000 photos!
  • Eye for Travel - Website Stickiness

    1. 1. Website content for consumer stickiness and sales Tim O’Neill Joint Managing Director, Reactive www.reactive.com
    2. 2. AGENDA <ul><li>Brief intro to Reactive </li></ul><ul><li>Repurposing existing content; </li></ul><ul><ul><li>British Airways High Life Magazine </li></ul></ul><ul><li>Give customers the tools to create content; </li></ul><ul><ul><li>STA Travel Blogs </li></ul></ul><ul><li>Cost-effective implementation of social tools; </li></ul><ul><ul><li>Facebook Connect </li></ul></ul>
    3. 3. ABOUT REACTIVE <ul><li>Digital agency with a focus on; </li></ul><ul><ul><li>Web site design & development </li></ul></ul><ul><ul><li>Online marketing </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><li>Running for over 12 years </li></ul><ul><li>Melbourne, Sydney, London & Auckland offices </li></ul><ul><li>Wide range of travel & tourism clients… </li></ul>
    4. 4. ABOUT REACTIVE // TRAVEL & TOURISM CLIENTS
    5. 5. BRITISH AIRWAYS HIGH LIFE MAGAZINE British Airways High Life magazine
    6. 6. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    7. 7. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    8. 8. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    9. 9. BRITISH AIRWAYS HIGH LIFE MAGAZINE <ul><li>Some interesting SEO challenges; </li></ul><ul><ul><li>Keyword density vs editorial integrity </li></ul></ul><ul><ul><ul><li>When repurposing content from a magazine publisher, this is a big issue! </li></ul></ul></ul><ul><ul><li>Competing project; SEO destination content for BA.com </li></ul></ul><ul><ul><ul><li>Usability / duplicate content concerns </li></ul></ul></ul>
    10. 10. <ul><li>British Airways wanted to; </li></ul><ul><ul><li>Increase page views (ad displays) </li></ul></ul><ul><ul><li>Increase time spent on site </li></ul></ul><ul><ul><li>Build an email marketing database </li></ul></ul>BRITISH AIRWAYS HIGH LIFE MAGAZINE PHOTOGRAPHY COMPETITION
    11. 11. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    12. 12. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    13. 13. BRITISH AIRWAYS HIGH LIFE MAGAZINE PHOTOGRAPHY COMPETITION <ul><li>Results; </li></ul><ul><ul><li>Now the most popular area of the site </li></ul></ul><ul><ul><li>Visitors to photo competition; </li></ul></ul><ul><ul><ul><li>Spend an average of 9 minutes on the site </li></ul></ul></ul><ul><ul><ul><li>View an average of 10.5 pages on the site </li></ul></ul></ul>
    14. 14. BRITISH AIRWAYS HIGH LIFE MAGAZINE STA Travel Blogs
    15. 15. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    16. 16. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    17. 17. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    18. 18. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    19. 19. STA TRAVEL BLOGS // RESULTS <ul><li>Blog owners return again and again, and promote the site for STA Travel (viral) </li></ul><ul><li>Over 10,000 blogs created </li></ul><ul><li>Free content & images! (copyright sharing) </li></ul><ul><li>Great content for SEO </li></ul><ul><li>Revenue generation </li></ul><ul><ul><li>Sales of printed albums </li></ul></ul><ul><ul><li>Contextual advertising > direct bookings </li></ul></ul>
    20. 20. BRITISH AIRWAYS HIGH LIFE MAGAZINE
    21. 21. Photo: Brian Solis
    22. 22. FACEBOOK CONNECT <ul><li>Allows Facebook functionality (comments, liking, friends) on your Web site </li></ul><ul><li>Increases ‘stickiness’ of your site (rather than redirecting people to Facebook) </li></ul><ul><li>API’s available for most functionality </li></ul><ul><li>Can allow one-click registration with their Facebook profile </li></ul><ul><ul><li>You can use their Facebook profile info </li></ul></ul>
    23. 23. <ul><li>Think laterally when looking to add content to your site </li></ul><ul><li>Give visitors the ability to create content themselves </li></ul><ul><li>Use off-the-shelf tools to include social functionality </li></ul><ul><li>Any questions? </li></ul>Summary
    24. 24. Tim O’Neill Joint Managing Director, Reactive [email_address] Twitter: @timwoneill www.reactive.com GET IN TOUCH

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