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Building Influence Online for the Travel Industry

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Building Influence Online for the Travel Industry

  1. 1. Marketing in theSocial AgeKristian BannisterCreative Director [at] No Pork Pies@YeahKristian
  2. 2. Traditional marketingis not as effective as itused to be
  3. 3. Users are being exposedto more and more contenteveryday
  4. 4. Average consumer is exposed to2k – 5k adverts a day£8.3 billion is spent of advertisingin UK every year89% of adverts are ignored
  5. 5. We can only maintain150 stable relationshipsat one time Dunbar’s Number
  6. 6. Hang about, I haveover 500 friends onFacebook #swag
  7. 7. Can the same be truefor brands?
  8. 8. We need to buildmeaningful relationshipswith our customers
  9. 9. Modern marketing is notjust about promotion…
  10. 10. Modern marketing is notjust about promotion…It’s about conversations
  11. 11. How do we builda meaningfulrelationship?
  12. 12. We create a brand that is INFLUENTIAL
  13. 13. It’s about creating influentialcontent…
  14. 14. It’s about creating influentialcontent…Web content is a publicconversation between yourcompany and your users
  15. 15. Influential content…changes ATTITUDE & encourages ACTION
  16. 16. ATTITUDE1. Awareness2. Likeability3. Trust
  17. 17. ACTIONMOTIVATION
  18. 18. ACTIONMOTIVATION ABILITY
  19. 19. ACTIONMOTIVATION ABILITY TRIGGER
  20. 20. ACTIONMOTIVATION ABILITY TRIGGER RESULT
  21. 21. So how do we turnREGULAR content into…
  22. 22. So how do we turnREGULAR content into…INFLUENTIAL content?
  23. 23. TOPICAL /NEWSWORTHY
  24. 24. TELL STORIES
  25. 25. EMOTIVE
  26. 26. “When you try to reacheveryone, you risk reaching noone” Colleen Jones Clout – The Art and Science of Influential Web Content
  27. 27. TARGETED
  28. 28. STAND FORSOMETHING
  29. 29. “Your brand has to stand forsomething. If everyone loves you, youmight be doing something wrong” Joe Pulizzi
  30. 30. TRUSTWORTHY
  31. 31. Competitive Market: Southwest & Jet Blue70% bookings through web channels. Understand that theiraudience are tech savvy. First airline to add fleet-wide Wi-Fi.Early adopters of social customer service using Twitter andFacebook to deal with positive and negative feedback.Built brand loyalty with rewards & compensation for theircustomers through Twitter and Facebook.Built brand trust with their open approach to customerservice.
  32. 32. So what’s stopping you?
  33. 33. “Our industry is boring”
  34. 34. “Our industry is boring”
  35. 35. “Our industry is boring”Huge increase in brand awareness - Over 300 million views!Content that taps into a new audience, very sharable.Content promotes quality of product.Created a whole new revenue stream with impression basedadvertising on their videos.Sales up 500% in 2008, 700% in 2009.Put a face to their brand!
  36. 36. “We only deal in B2B”
  37. 37. “We only deal in B2B”71% of B2B buyers use the internetto get their information
  38. 38. “We only deal in B2B”Experts in content marketing. Thought leaders in their field.Wide range of content: podcasts, webinars, eBooks, blog, free tools.Found the value in their customers needs.Appeals to business of all sizes. Scalable content marketing!Lots of entry points in their lead generation funnel.
  39. 39. “Our audience is very niche”
  40. 40. “Our audience is very niche”Create content that provides real value to your audience.Stand out as a thought leader in your industry.Easier to identify contacts already engaging in social networks.Build a community around your niche regardless of the userslocation.Attract more qualified leads > generate high-quality conversions.Better to have 100 fully engaged fans, than 1000 unengaged.
  41. 41. “There’s a lot of competition”
  42. 42. “There’s a lot of competition”Know your audienceHave a strong brand personalityBe genuine
  43. 43. Let’s recap
  44. 44. NEWSWORTHY TELL STORIES TARGETED STAND FOR EMOTIVE TRUSTWORTHY SOMETHING
  45. 45. Thank You!Kristian BannisterCreative Director [at] No Pork Pies@YeahKristian

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