Travel Portland 2-6 Will Scott Social Media

Social Media for Travel
Marketers
Taking Social to The Streets
Will Scott, CEO, Search Influence

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014

About Me: Will Scott
– First website online in 1994
– Built over 2,500 customized web sites in 18
months (with a production staff of 12).
– Former Vice President of YPsolutions
– Deployed over 300 online yellow pages a
year with print “look and feel”
– Part of team which took Sprint BestRedYP
from zero to 1,000,000 monthly visitors in
18 month (in 2005)
– Preaching the Gospel of Facebook Ads for
local business since 2009
– Local University faculty member
– Produced more than 150,000 pages of web
copy in 2013

@w2scott


@w2scott
http://www.flickr.com/photos/seandreilinger/

The Only Company Google’s Afraid Of: Facebook

WEB / SOCIAL USAGE STATS

@w2scott


Most Visited
comScore March 2013 Top US Web Properties

Google Sites
Yahoo! Sites
Microsoft Sites
Facebook
Amazon Sites

http://goo.gl/ZiSwq

@w2scott


Most Searched
comScore March 2013 Top Google Web Searches

facebook
youtube
yahoo
yahoo mail
facebook login

http://goo.gl/YMjcI

@w2scott


Top Social Sites
eBizMBA Top Social Sites January 2014
(ranked by monthly unique visitors)

Facebook
Twitter
LinkedIn
Google+
Pinterest

http://goo.gl/IA2DH5

@w2scott


1 in 4 Viewers Using 2nd Screen

@w2scott


http://www.checkfacebook.com/

@w2scott


@w2scott


“If you don’t like
change, you’re going to like
irrelevance even less.”
David F. Jakielo
@w2scott


@w2scott

http://goo.gl/c2YFU

A picture is worth 1,000 words

SHAREABLE CONTENT
@w2scott


http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/

@w2scott


Where to Socialize
Like everything else, it depends
• The big’uns
– Facebook
– Twitter
– LinkedIn

• The path less taken
– YouTube
– Pinterest
– Yahoo! Answers

• Old School
– Blogs
– Forums
– Real Life (best link-building is done offline)

@w2scott


And other video sharing sites

YOUTUBE

@w2scott


Great opportunity to Tell The Story

@w2scott


And have customers tell their story

@w2scott


Video Testimonials Have Impact

@w2scott


Not just for the ladies

PINTEREST

@w2scott


The short version

BLOGS

@w2scott


The Basics of Blogging
• Just Do It!™
• Or better yet, make your team do it
• Or your customers
• Testimonials

• To get more visitors, leave your blog
• YOU are an expert
• Industry news
• Best-practices
• Client stories

• Content is Easy
• See: Flickr / YouTube slides
@w2scott


The Power of Comments (OPB)

@w2scott


Most of OUR traffic is on our blog

@w2scott


Old School social networking.

FORUMS

@w2scott


Be a Helper, not a Pusher

@w2scott


Tweet, twits, twittering

TWITTER

@w2scott


Keys to Twitter Engagement
• Following
• Identify, follow and interact with local
Tweeps

• Presence
• Twitter stream moves fast – active
messaging and repetition help

• Interaction
• Be in the conversation & promote local
tweeps
• http://www.chrisbrogan.com/19-presence-management-chores-you-coulddo-every-day/

@w2scott


Following Tools – Data

@w2scott


Presence – Dealing with ADTD
• ADTD = Attention Deficit Twitter Disorder
• Your followers aren’t all online right now
• Tweet early, tweet often
• Repeat often when pushing promo / offer
• Be conversational
• It’s a “Social” media (or as I say re: SEO,
some of the best link-building is done offline)
• Highlight smart / witty / informative tweeps

• Do like your mama tol’ ya, don’t be ugly

@w2scott


Interaction – Who has time for
this?
• Give to get
• What do you have to offer?
• Who are you following? What do they have to
say? Why don’t you share?
• You don’t have to be online all the time.

• Can you plan ahead?
• Brainstorm, what could you share?
• Do you know of upcoming events?
Think local!
@w2scott


Tools Make It Easier

@w2scott


They say the “kids” are giving up on Facebook

INSTAGRAM

@w2scott


Fishing Where The Fish Are

FACEBOOK

@w2scott


Content Vehicle

@w2scott


Social Posting

@w2scott


Does it work?

@w2scott


Content of All Kinds

WHAT GETS SHARED AND SEEN?

@w2scott


Most Shared by Media Type
•
•
•
•
•

Video
Photo
Links
Status
*Questions?

http://www.imediaconnection.com/printpage/printpage.aspx?id=31503

@w2scott


Not All Images Are Equal

@w2scott


Not All Updates Are Equal

@w2scott


Tying A Steak Around Your Neck

SOME PEOPLE HAVE TO PAY FOR IT

@w2scott


Not just prospects, the right prospects

TARGETING

@w2scott


Just because you paid for it doesn’t make it less
satisfying

@w2scott


Why Pay for It?
• EdgeRank – Facebook’s Visibility Algorithm
• Affinity, Time Decay and Weight
• The more connections and the more interaction, the more likely your
content is seen

• Organic EdgeRank has been diminished
• Only ~10% of your fans will see an update

• New ad units can reinvigorate EdgeRank
• If a tree falls in the forest and there’s no one there to hear…
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank

@w2scott


Bringing It All Together

YEAH, YEAH,
BUT HOW DO YOU DO IT?
@w2scott


Like Candy from A Baby

@w2scott


Easier Than Falling Off A Log

@w2scott


The Magic Recipe

@w2scott


Encourage Page Viewers to Connect with You

PRIME PAGES FOR CALLS TO
ACTION
@w2scott


Tracking Phone Numbers,
Contact Forms
Prominent Tracking
Phone #

Contact Form

@w2scott


Conversion Optimized
Landing Pages
• Define a “conversion”
–What do we want the user to do when
they come to the site?
–Optimize design, content and layout to
encourage that action

@w2scott


Advanced Tracking Analytics

@w2scott


Lead Tracking
• Call Tracking Numbers
• Contact Forms
• Traffic Behavior via Google Analytics

@w2scott


Contact Forms

@w2scott


Inquiry Delivered to Client

@w2scott


Understanding Touch Points
• Google’s Multi-Channel Funnel
– Shows referral sources for:
• Search engine optimization
• Paid Search
• Social Media

• Working collaboratively to drive leads and
conversions

@w2scott


Multi Channel Funnels

@w2scott


Strategic Targeting
• Location targeting
– Control who sees our ads, based on their search
term and physical location (IP)

• Language targeting
• Device targeting
– Computers vs. Mobile vs. Tablets

• “Big Data”
– Now available everywhere
@w2scott


Strategic
Targeting

@w2scott


Yes, people do read them.

ONLINE REVIEWS

@w2scott


Reviews Matter

79%

of consumers trust online reviews as much as
personal recommendations.

85%

Said that they read online reviews to determine
If a business is “Good”.

The Local Consumer Review Survey 2014 From Bright Local (4,500 surveyed)
@w2scott


[0051] In one implementation, the number of
documents with reviews of a business may be
used as a factor in determining the location
prominence score of a document associated
with the business

Reviews from Different sites

Increase Rank
@w2scott


People
Can Be

Mean
@w2scott


Negative Reviews Happen

@w2scott


It’s ALL about how you respond.

@w2scott


But what about search?

BARNACLE SEO, FTW!

@w2scott


Hello, hello, hello. Is there anybody out there?

STUPID GOOGLE+ TRICKS

@w2scott


Putting It All to Work

CONCLUSION

@w2scott


Takeaways (feel free to tweet)
• Facebook is a vehicle for content delivery - and making
new connections.
• Good content with no promotion is a tree falling in the
forest with no one to hear.
• Promoting content on Facebook with promoted posts
is easier than falling off a log.
• In Social Media, if you have no audience, no one can
hear you scream.
• Experimentation is cheap and easy - figure out who
you want to talk to and get your message out.
@w2scott


Thank you!
Will Scott
– searchinfluence.com/blog
– wscott@searchinfluence.com
– twitter.com/w2scott

@w2scott


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