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Social Media Targeting for Tour Operators - Digital Visitor at BTTS '16

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The full 'Social Media Targeting for Tour Operators' keynote seminar, first given at the British Travel and Transport Show 2016.

Key learner outcomes:
- How to target the right audiences for your brand

- How to engage and educate new prospects around your brand

- How to convert your new prospects into customers

Key presentation takeaways:
- Social media has grown to become one of the most effective advertising platforms for any business

- The targeting capabilities offered by social media mean that you can easily focus your marketing efforts where you know they have the greatest impact

- By knowing your target audience, every business - particularly tour operators - can benefit almost immediately

- Targeting options are only going to improve as we move forward, with greater information, insight and granularity becoming available.

Contact information:
info@digitalvisitor.com
+44 (0)1179 111 420

Published in: Travel
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Social Media Targeting for Tour Operators - Digital Visitor at BTTS '16

  1. 1. Social Media Targeting for Tour Operators British Travel & Tourism Show 2016
  2. 2. 2 • Connect our clients with their most valuable audiences • Our core services all centre around acquiring targeted, quality and convertible digital visitors • Broad experience across many verticals, with particular expertise in travel and tourism About Digital Visitor
  3. 3. Today’s Outcomes 3 Understand how to: • Target the right audiences for your brand • Engage and educate prospects • Convert these into customers …using social media
  4. 4. • Recent research – took a step back • What is the most effective marketing strategy for tourism? 1. What are the most sensible marketing strategies to employ? 2. Most impactful but also… 3. Most cost effective Before We Begin… 4
  5. 5. 5 All Leisure Journeys Start with Inspiration.
  6. 6. What Inspires Leisure Travel Decisions? 6 Firstly we wanted to understand what inspires leisure travel decision? • Today social interactions inspire and influence travel decisions the most • The internet is the most influential channel • Traditional media is dominated by costly TV advertising • Digital is the key medium – affordable, measurable, highly targeted
  7. 7. Secondly, we needed to understand how people research online: • Over 80% of people use social networks and content sharing sites for leisure and travel inspiration • Search engines are also a popular method of research How Do People Research Online? 7
  8. 8. What Advertising is Most Effective? Finally, we needed to understand what media would be most effective. • We have highlighted the 6 areas that social media operates within • social content and interactions are a key driver for people taking actions • Trusted editorial content is also acted upon • Emails are effective for driving actions • Social media ads drive more actions than radio Social Content & Interactions Social Advertising 8
  9. 9. 9 The Evolution of Leisure & Travel Marketing
  10. 10. Conclusions - Social Media? 1. Online and WOM – the best way to inspire travel decisions, presenting a perfect opportunity for social media 2. Over 80% of people use social networks and content sharing sites for leisure and travel inspiration 3. Social media operates across 6 major areas of action from advertising 4. More budget friendly than traditional media, publications & TV 5. To this we can add targeting like no other medium
  11. 11. 11 Draw The Right Crowd.
  12. 12. 3 ways of targeting the right audiences for your brand: 1. Social advertising 2. Influencers 3. Brand partnerships Audience Targeting 12
  13. 13. 13 Social Advertising.
  14. 14. • Presents an almost unbelievable array of targeting parameters • Facebook leads the way – others follow • Continually developing content types that can be presented to audiences as well as targeting capabilities Social Advertising 14
  15. 15. • Use your own profiling insights • Target by age, location, interests, life events, family and their information • ‘flex targeting’ enable not only combinations but exclusions e.g. interested in x or y, not z • The scope for targeting is truly incredible Facebook Advertising 15
  16. 16. © Digital Visitor Ltd 2015 • Location: Cheltenham, Gloucestershire, England +60km • Age: 25 - 45 year olds • Gender: all • Detailed targeting: • Include: (03-05 Years) parents with preschoolers, (06-08 Years) parents with early school-age children, Farm Park
  17. 17. © Digital Visitor Ltd 2015 • Location: Cheltenham, Gloucestershire, England +60km • Age: 25 - 45 year olds • Gender: Female • Detailed targeting: • Include: Newly engaged <1 month, Newly engaged <3 months • Could refine with interested in ‘National Trust’ Wedding Venue
  18. 18. © Digital Visitor Ltd 2015 • Location: United Kingdom • Age: 21 - 40 year olds • Gender: all • Detailed targeting: • Include: Currently travelling, frequent international travelers, returned from trip 2 weeks ago, all frequent travelers • Must also match: Environmentally friendly, ethical living, environmental protection, rural tourism Ethical Tour Operator
  19. 19. © Digital Visitor Ltd 2015 • Location: Within 70 miles of Head office in NW. Synergise with prevalent offline in this area • Age: 60+ • Gender: all • Detailed targeting: Interests: Holidays in the UK, SAGA, Hoseasons, Haven Holidays, Warner Leisure Hotels Coach Tour Operator in NW 19
  20. 20. • A few other points • Custom audiences – attract your existing online audiences • Lookalike audiences • Target competitor brands • Retargeting website visitors • All targeting is objective orientated, Traditional business KPIS – traffic on your site, leads generated, conversions etc… Facebook Targeting 20
  21. 21. • Options also regularly evolving • Promoted posts are the main ad format • Also have Twitter cards – 9 different types, all focusing on core digital business KPIs such as leads, traffic, content views, app installs • Despite seeming more text orientated, images still perform best as expected • Individual targeting not as strong, but using a lookalike brand delivers best results Twitter Targeting 21
  22. 22. • Owned by Facebook - uses all the same functionality for ad targeting • More of a closed network and advertising only accessible to all within the last 6 months • Traffic more contained within Instagram • Engagement strong, but traffic not great Instagram Targeting 22
  23. 23. 23 Influencer PR.
  24. 24. • Influencers – bloggers, instagrammers, community managers present a very good opportunity to put your brand in front of the right audiences • Working with our network of 8000 influencers segmented by sector and where possible readership, continually secure quality brand coverage • Steps to securing coverage with influencers Influencer PR 24
  25. 25. 1. Identify the right influencers, not necessarily vertical – more audiences 2. Approach with specific content themes – creative ideas with ways to portray your brand 3. Be prepared to have 25% success, therefore list should be 4x desired amount 4. Close project management 5. Build appropriate link Influencer PR 25
  26. 26. 26 Brand Partnerships.
  27. 27. • Work with complimentary brands to extend the reach of your digital activities • We’ve connected many retail brands and travel companies Brand Partnerships 27
  28. 28. 1. Identify brands with similar target audience 2. With complimentary product 3. Should have a large audience 4. Should commit to broadcasting your content / brand to their social audiences and if lucky, their email database Brand Partnerships 28
  29. 29. 29 Converting Targeted Audiences.
  30. 30. • Now you’ve targeted the right audiences • How do you capture & convert them? Targeting for Conversion 30
  31. 31. • The only audiences you really own are • Your customers who buy from you • Your opted-in prospects • Social audiences belong to the network, not you • Don’t invest heavily in social audiences growth, let this happen organically • Spend budget on growing your email database • Significantly more valuable for conversion • Especially for decision making older audiences Mindset For Conversions From Social 31
  32. 32. Immediate Opportunity Lead Generation Targeted Prospects 32 Immediate, mid & long term opportunity Email Acquisition Targeted Prospects Conversion Paths
  33. 33. • As mentioned, social networks are firmly embedded in business KPIS and their demands • All networks developing their lead generation capabilities. • Drive targeted audiences to specific lead generation posts. Facebook, Twitter and Instagram have these • Encourage an immediate action, sign-up for offer, x% off purchase, value add opportunity, download application etc… • One-off opportunity to convert in a short time Lead Generation
  34. 34. • Guide targeted audiences to an online application • On your website, on your Facebook page • Application encourages prospects to explore your brand, immerses them in and educates them about your offering • They then add their contact information, opt-in to receive more info from you Email Acquisition 34
  35. 35. • Able to deliver not only short term sales but medium and longer term value, capturing customer contact data for your own database • Can then communicate via email to nurture this prospect, sending brand communications • Email isn’t going anywhere – strong and engaged email database is a strong sales asset • Measurable Email Acquisition
  36. 36. © Digital Visitor Ltd 2015 The Over 50s • Active advocate of the impact social and our approach can have on specifically targeting over 50s • Huge audiences on social • Learnt how to optimise the process to specifically attract this audience • Further segment, 50-60, 60-70, 70-80 with different online behaviours and drivers
  37. 37. 37 The Future.
  38. 38. 1) Targeted everything and quality over quantity 2) The future 3) Privacy Where Is This Going? 38
  39. 39. • Quality audiences key for future – why? • Avoid wasted spend • Reduce intrusion for non-prospects • Improve brand reputation • In line with new laws on privacy - 2018 • Its my belief mass market advertising is only employed when we don’t have the tools to be specific and targeted, there is a better way for the brand AND the consumer Targeted Everything & Quality 39
  40. 40. • Brand new tools are entering the market that allow for even greater audience insight • What content do your target audiences engage with, share, comment on • Who are the greatest influencers? • This insight can shape whole brand strategies and ensure all digital communications are targeted to the audiences you most want and that most want you! Deeper Insight 40
  41. 41. • Big changes are coming with consumer data and privacy and were implementing the changes right now for our clients • Opt-in as standard and the ‘right to be forgotten’ best practice • Bulk emailing lists, and renting data will become a thing of the past • Targeting content and your audiences will become standard Privacy 41
  42. 42. 42 Summary.
  43. 43. 1) Digital and more so social, now the most effective advertising medium to promote your business 2) Targeted capabilities are incredible, enabling you to focus your marketing efforts where they have the greatest impact 3) By knowing your target audiences, every business can benefit right now 4) The future is only going to get more targeted with even greater info and insight becoming available Key Takeaways 43
  44. 44. Anthony Rawlins anthony@digitalvisitor.com Thank you for your kind attention. If you have any questions please don't hesitate to contact me.

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