The Connected Economy John Horsley - etourism forum
Travel 2.0 & The New
19th Feb 2008
Client Services Director
Fragmentation of media
| 2 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
Source: Metrica Nov 2008
| 3 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
Increase in ‘social’ activities
| 4 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
The Social Media Landscape
| 5 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
Blogosphere is a collective term encompassing all blogs and their
interconnections. It is the perception that blogs exist together as a
connected community (or as a collection of connected communities)
or as a social network.
The term resembles the older word logosphere (from Greek logos
meaning word, and sphere, interpreted as world), the "the world of
words”. Reference Wikipedia
By June of 2008 blog aggregator Technorati had indexed 133,000,000
blog records. Reference Technorati
What is a Blog? The Lines Continue To Blur
Wikipedia defines blogs as:
* A Blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual
with regular entries of commentary, descriptions of events, or other material such as graphics or video.
Entries are commonly displayed in reverse-chronological order.
* The Blogosphere is the collective community of all blogs. Since all blogs are on the Internet by
definition, they may be seen as interconnected and socially networked. Discussions "in the Blogosphere”
have been used by the media as a gauge of public opinion on various issues.
95% of the top 100 US newspapers have reporter blogs
How do you compare?
Tags: cyprus vs. Sicily vs. tenerife vs. Tunisia
| 14 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
| 15 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
| 16 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
Travel Review Sites
Travel-focused social media allows consumers to “get the scoop” ab
facilities and service of hotels they don’t know, from other trave
in real time.
4 million reviews, covering 200,000+ hotels and attractions
TripAdvisor reports an estimated 80% of all comments are positive.
The power of a review
78% believe that consumer recommendations are the most credible form of advertising.
(Nielsen, “word of mouth the Most Powerful Selling Tool, 2007).
Online social network users were three times more likely to trust their peers' opinions over advertising
when making purchase decisions.
("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch, March 2007)
JupiterResearch, found that Online social network users
were three times more likely to trust their peers' opinions over
advertising when making purchase decisions.
comScore found consumers were willing to pay between 20 to 99%
more for a 5-star rated product than for a 4-star rated product,
depending on the product category. (comScore/Kelsey, October 2007)
Nielson concluded that 81% of online holiday shoppers
read online customer reviews..
Plan how you will
Monitor the online communicate
- What are your objectives
environment - How you will achieve coverage/
- Set up tools to research blogs, engagement
UGC, social media, other online media - How to monitor it effectively
- ID key commentators and - How to measure it effectively
influencers and their Connections - What will success look like?
Evaluate - Review as a part of an
- What metrics integrated strategy
will you use?
analytics / ‘Buzz’
Engage -What worked,
- Supply content to influential bloggers what didn’t
- Supply content to journalists - Evolve Tactics
- Engage in leaving comments and tools
- Linking strategy - Review tools and consider tactics
- Form influential connections on social sites to suit your objectives
- Build groups around content - What is your social currency
- Post articles - Who are your conversationalists
- Post optimised press releases - Integrate with marketing/PR
- Post video and image content plans
- Adopt social features to sites
| 35 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
• Some examples of online measurements:
• Influence – mentions, links etc from high authority sources
• Engagement – friends, video/podcast downloads, webchat participants, whitepaper
subscriptions, RSS subscribes, tweets, diggs
• Sentiment analysis – positive/negative/neutral article, blog comments, bookmarking
• Increase in referral URL links, visits to site from media, blogs, forums, social networks
– track impact on sales/quotes/acquisitional behaviour
• Increase in site visits, page impressions, times on site
• Effect on organic search ranking – in-links, positioning against campaign keywords etc
• Effect on Google Page Rank
| 36 | 19th Feb 2008 | Presentation : John Horsley, Client Services Director, Econsultancy
Some ideas to leave you with
• Use blog content to your improve web sites
• Leave comments on key travel sites and influential
• Add comments to your site
• Have guest make comments on review sites
• Build connections on social media sites
• Join or create groups on social sites
• Post videos to sites like YouTube and to your own
• Post Images to photo sharing site
• Measure buzz and reach out to influencers
• Create & Distribute Content