Using social media to increase sales


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Without a doubt, social media is now an important part of the marketing mix for organisations, big and small in any industry, but how can social media increase sales for travel companies specifically?

Using real-life case studies and analytics from across our network, Digital Visitor will show how social media can generate sales for travel companies. Get some tips and advice on how you generate profit from social media (social commerce) and show a real ROI.

This presentation was given at the Travolution Summit 2012 by social commerce agency, Digital Visitor.

For more information about Digital Visitor's products and services, please call us on +44(0)1179 055 195, visit or email today

Published in: Business
  • Hi,
    A useful content indeed
    Your article gives a quite resourceful insight on sales promotion. It is very essential to have increase in the sales which directly leads to revenue of the organization in turn promoting the brand values and creation. Additionally, maintain the consistency in brand perception of the business through the social media.
    Please keep posting and share your views with us on similar issues by visiting our Blogs.
    Pia Sen
    Are you sure you want to  Yes  No
    Your message goes here

Using social media to increase sales

  1. 1. Using social media to increase sales 1
  2. 2. What you’ll get out of this session• What is social media ROI?• How can social media generate ROI?• Real life examples and statistics• Tips and advice on how you can generate ROI• Statistics gathered from combination of 60 clients over past 12 months 2
  3. 3. Who are Digital Visitor?An award-winning Social Commerce Agency... 3
  4. 4. Some of our clientsWork with companies of all sizes across the travel and tourism sector... 4
  5. 5. Source: What is social media ROI? 5
  6. 6. Metrics• Lots of discussion about this• Metrics include;  Site traffic  Engagement  Conversions  Brand awareness  Sales  Brand loyalty  Community growth  Reduced returns/call volumesAny others? 6
  7. 7. How do you measure other marketing• Be careful to make sure that social media delivers what other marketing activities do i.e; 1) PPC – traffic, enquiries 2) SEO - organic traffic, rankings, enquiries 3) Email marketing – open and click rates, enquiries Source:• Why should social media be any different? 7
  8. 8. SurveyQuestion: How do you measure your ROI from social media?a) New traffic to your website?b) New sales leads generated?c) The number of Likes / Fans / Views?d) Increase in brand sentiment?e) Collection of profiling data? 8
  9. 9. ResultsQuestion: How do you measure your ROI from social media? 49% 25% 18% 6% 2% New traffic Sales leads Like / fans / Increase Profiling views sentiment data 9
  10. 10. Strip it back to basicsDon’t over complicate it – We are going to focus on 3 commonmeasures of ROI that should be main drivers for social media... Traffic Community growth Sales 10
  11. 11. Traffic 11
  12. 12. Measuring trafficMore quality traffic ;1) Organic2) Referral / social channels 12
  13. 13. Organic traffic• Content is STILL king• Panda update favoured user generated content and social media• Gathering customer content is the most sensible investment of your time 75% of consumers don’t believe companies tell the truth in their advertisements 13
  14. 14. What is customer content? Reviews and ratings Photos Videos Discussions Comments and much more...• Enable customers to upload text, photos , videos and ask questions about products/services• This will enhance SEO visibility 14
  15. 15. Impact of customer content• 75% of consumers don’t believe companies tell the truth in their advertisements (Yankelovich Consumer Research)• 46% of consumers do write reviews (• 29% of consumers consider positive reviews as the most likely factor to make them book a holiday online (Webcredible)• 25-40% of people who leave a hotel website do so to read an online review (ReviewPro) 15
  16. 16. Organic traffic1 review = 1 organic visitor per month ‘Sandboarding at Erg Chigaga from UK’ 16
  17. 17. Organic traffic 17
  18. 18. Proactively capture content• Capturing content can be easy• Ask your customers to share their experiences• Incentivise and get the content YOU want e.g Bluestone We have experienced response rates between 10 – 30% 18
  19. 19. Make it easy• It has to be easy for the user and for you the organisation• Auto asking users for content• Allow them to sign in using existing social media profilesIn last 30 days, just under 60% ofusers logged in with their socialprofile. 19
  20. 20. Referral / social media traffic 20
  21. 21. Referral / social channels traffic• Sharing content with social media channels will drive traffic to your website Individual user profiles Your own organisation profiles• Make it easy for users to share 21
  22. 22. Individual share• Incorporate advanced social sharing tools 41% of users who login with their social profile will also share content 22
  23. 23. Organisation shareBusinesses who sharecontent to their socialprofiles can drive up to 2times their social mediacommunity to their websiteper month 23
  24. 24. How much traffic?Organic1 review drives 1 organic visitor per eg. 1000 reviews on your websitemonth can drive 12,000 visits per yearReferral / social eg. 5000 Likes on Facebook page x 2 =Sharing reviews to your social 10,000 visitors to your site eachchannels can drive up to 2 times your monthcommunity per month eg. 1000 reviews (60%) = 600Social share uploaded via social login60% of users logged in with their socialprofile (41%) of 600 social logins = 246 shares to Facebook*41% of users who login with their socialprofile will also share content *Average person has 245 friends so potential audience is 61,500 24
  25. 25. B2B• This concept works for B2B companies as well• Sharing content on LinkedIn drives traffic for B2B companies LinkedIn drives far more traffic to Digital Visitor’s site than any other social channel. In fact, LinkedIn is main driver of traffic after organic and direct. Across B2B clients, LinkedIn is consistently in the top 3 referring sites 25
  26. 26. Source: Community growth 26
  27. 27. Why community growth?  Size and brand footprint  Referral traffic  Quality traffic  Revenue  Often this is what directors / MDs / founders / investors want to see this?But why? 27
  28. 28. Community growth benefits• Engage quality audience / brand advocates  Exclusive content  Competitions• Drive traffic to your website• Direct revenue  Flash sales  Coupons etc 28
  29. 29. Quality / engagement level• It’s not just about the numbers but you want to create a quality audience of people who are interestedChampneys campaign; grew Page likes by 112%in a 6 week period and increased communityengagement with many fans sharing the news totheir friends and family on Facebook and beyondJersey campaign; avg 2130 people engagedwith page every week (previous campaigns thiswas 918)Betapond Facebook Competition App describedengagement as; “astronomical...the highestever seen through our App” 29
  30. 30. Traffic referralChampneys campaign alsoincreased referral traffic fromFacebook by 400%Affordable Car Hire campaignincreased referral traffic fromFacebook by 584% 30
  31. 31. Revenue / client generation• Increase in traffic should increase sales• Reviews on website will enhance Source: 31
  32. 32. Revenue / client generation examples Facebook flash sale for accommodation provider generated £50k in revenue - £21k of which was in the first 48 hours of sale 45% of B2B companies have gained a customer from using LinkedIn ( 32
  33. 33. SummaryEnsure you set targets for your socialactivity;A. Traffic • Using customer content on your own website • Sharing with social media channelsB. Community growth • Quality engaged audience • Increase traffic to your websiteC. Sales • Increase in traffic to your website should increase sales • Use social community for exclusive sales and offers Source: 33
  34. 34. Thank you Simon Jones 0117 9055 195 34