Digital visitor presents why customers need content world travel market 2010


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We all have heard it before – content is king! Speak to any SEO experts and they will confirm that having the right content on your website is essential to get good rankings. However since the birth of social media, the type of content expected by potential customers has dramatically changed. Nowadays, when people visit your website, they want to see reviews, videos and photos from other people who have used or experienced your service or product as this is believed to be more trustworthy.

For organisations, having user generated content on your website is also beneficial as it means that your website is constantly being updated with new content which again is excellent for SEO and to increase your site's retention, bookings, enquiries, encourage repeat visits and increase the browsing time.

By allowing your online visitors to upload their own testimonials, reviews and experiences to your website this breeds loyalty and significantly enhances the interactivity of your site for online visitors.

But it is important to get the right balance of content as too much will overwhelm your visitors; too little and they will just go elsewhere.

Digital Visitor presented this session at World Travel Market 2010 discussing why “Customers Need Content” and answering questions such as;

How do you get the balance right?
What content tips and tricks do you need to know about?
What will give you the edge over your competitors?

Joining Digital Visitor was Giles Longhurst, Director from Frommer’s Unlimited and EMEA, and Sandra Leonhard, Director Web Strategy & Business Development, TUI Travel PLC.

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Digital visitor presents why customers need content world travel market 2010

  1. 1. Customers need content Anthony Rawlins Managing Director Digital Visitor World Travel Market 2010
  2. 2. Agenda Introduction Why gather content? How much content do I need? Some case studies How can I gather content? How should I use my content? Top tips
  3. 3. Introduction Social media and social networking solutions and services to global leisure and tourism industry We help our clients to gather and benefit from their own content Created 200+ social media solutions globally Deliver increased traffic, enquires, business, loyalty...
  4. 4. Why gather content? Expected by online visitors Enhances attractiveness and engagement of your site Social media content allows your visitors to interact with your site, adding photos, videos, reviews, commenting on others... Will increase browsing time of your site Provides visitors with piece of mind Can enhance online enquiries and conversions Can deliver traffic to your website Long tail search engine traffic Traffic from social media websites
  5. 5. How much content do I need? Less than you may think Quality over quantity More importantly... Easy to find – on the correct pages Relevant content Media content Provide averages and snippets of content
  6. 6. What we have done? The National Social Media Initiative Visitor Review for Visit Britain Gather reviews, photos. Videos Drive organic search engine traffic Connecting independent solutions Almost 2000 reviews, 1000 photos, 50 videos
  7. 7. What we have done? Online community for Voyages Jules Verne Group travel over 55s Communicate post tour Share reviews, videos, albums online feedback and rating Earn points Direct to book another group tour Staff profiles Direct to booking pages
  8. 8. Results so far Live for 2 months 175 reviews 1100 photos 35 videos 500 members Browsing time of 4minutes +
  9. 9. How can I gather content? Using a solution like Visitor Review that plugs into your website, gather photos, videos and reviews Communicate offsite – Facebook, Twitter. Build your own community of members Loyal Enhance repeat business Ongoing marketing opportunities Incentivise to get the content you want – it will be worth it Get your staff to take part Identify, thank and encourage your ‘super users’
  10. 10. How do I generate ROI from my content Show on relevant pages within your website Send out in your other e-marketing materials Index on your site and Share on Facebook, Twitter, FlickR, YouTube to draw traffic from these sites Facebook Connect Measure new organic search engine traffic Direct traffic to booking pages straight from attractive content Utilise increased browsing time
  11. 11. Top tips1. Your content gathering should start now!2. Incentivise to get the content you want – its worth it3. Make sure you get this content indexed under your brand and website – this will drive new organic traffic4. Use the content to capture visitors from other website such as FlickR, Facebook – good content drives these communities back to your website5. Get your staff to take part – they can add lots of content as well6. Find your super users – a little personal communication from you to them can go a long way
  12. 12. Thank youAnthony Rawlins or through LinkedIN