Driving ROI for Digital Travel
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This document discusses the changing landscape of digital marketing and the importance of an integrated approach using paid, owned, and earned media. It notes that there are over 950 different types of digital marketing software available and that search has expanded beyond just search engines. The sharing economy is impacting the travel industry as well, with options like Airbnb reducing hotel revenues. The document advocates for a strategy that leverages paid media to boost owned and earned media, using owned media to sustain earned media and lower costs. An integrated program across channels is needed that considers audiences, content, and collaboration between teams.
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Driving ROI for Digital Travel
- 1. Driving ROI in Digital for Travel How to win in the Era of Paid, Earned and Owned Media Colin Lewis
- 2. Observation 1 There are over 950 different types of digital marketing software
- 3. 3 Confused.com? Current marketing software available Source: Scott Brinker Martec blog
- 4. Observation 2 Search has moved beyond search engines
- 5. Search beyond Search Engines Monthly Flight Searches UK Monthly Hotel Searches UK Sources: Google Keyword Planner, BingAds Keyword Tool, The Parallel Universe Beyond Search
- 6. Observation 3 Has social media delivered on its initial promise?
- 7. Old idea: Social Media Build communities of Fans
- 8. Old idea Social Media Organic reach fuels word of mouth / earned media
- 9. Average Organic Reach of Content Published on Branded Facebook Pages
- 10. Observation 4 Search has moved beyond search engines
- 11. Ads as promoted content
- 12. Observation 5 The sharing economy
- 13. Air BnB effect: disappearing bednights • Spanish Ministry of Tourism data: o Visitors choosing not to stay in hotels jumped by 17.6% in June 2013, up over 10% since the start of the year. The number of tourists not taking packaged holidays has also risen by 8% since January. • AirBnB recent valuation: higher than Hyatt Hotels & Wyndham Group • San Francisco’s Mayor’s Office of Civic Innovation teamed up with Airbnb and GIS software creator Esri to host a hackathon that sought technical innovations that “re-imagine how tourists and residents experience and explore the City of San Francisco.” • Trademark filing March: ‘software that allows users to search for travel, transportation, vehicle and ride sharing and temporary vehicle parking listings’ •=> Less tax revenue to destinations -> where is ROI?
- 14. Observation 6 The sharing economy
- 16. Even easier definition! • ‘Paid’ is stuff you pay for like print Adwords, TV advertising • ‘Owned’ is stuff you create and own • ‘Earned’ is nice stuff people say you about on Twitter--and anywhere else.) • ‘Paid’ jumpstarts ‘Owned’. • ‘Owned’ sustains ‘Earned’. • ‘Earned’ drives cost down and effectiveness up.
- 17. Trick question: what types of media are Facebook & Twitter????? • Paid: o Sponsored tweets, posts, engagement ads • Owned: o Branded Facebook or Twitter page o Brand-curated content o Branded Facebook apps • Earned: o Fan/user-generated content posted related to brand o May be on brand’s page or elsewhere
- 18. Observation 7 Converging, paid, earned and owned.
- 19. Converging: Paid, Owned, and Earned media Display, banner ads Sponsored posts, ads PPC ads Pay per post blogging Corporate website Microsites Corporate Blog
- 20. Media types may change… The tools of media may change. But the categories will still be ‘Paid, Earned or Owned’.
- 21. Observation 8 Insights and how-to’s
- 22. 7 insights convergence 1. Paid, owned and earned is the present and future structure of media 2. There is still no accepted generally accepted standard for measuring cost-effectiveness or ROI across media channels. 3. Gadgets and devices and media channels will proliferate, so this will only become more complicated 4. To have a great ‘Earned Media’ Strategy, have only one choice: a really well executed ‘Owned Media’ strategy 5. ‘Owned Media’ that it is easily shared and commented on, is the only reliable sustainer of ‘Earned Media’. 6. All this only work together in integrated, content-focused programmes. 7. Executing Integrated programme requires rethinking the marketing function and personal responsibilities.
- 23. 7 Ways to start converging! 1. The starting point is still your audience, your customers. • Listen to and observe 2. Investigate what’s happening in Paid, Owned, Earned channels 3. Listen to competitors too 4. Content: what messages represents the brand? 5. Understand how content strategy varies: • Customer segments, product type, geography, channel, screen 6. To execute across channels, brand must define: • Engagement plan(s), communication, internal collaboration, leadership, tools to support, meetings 7. And remember the rule of converging… • Use Paid to amplify Earned and Owned • And Earned to amplify owned and paid… • And Owned to amplify earned and paid…
Editor's Notes
- Gray area: eg. Retweets Outlying channels don’t neatly conform to the categories of paid/owned/earned media. This is to be expected from some forms of digital media. Online contests and sweepstakes, for example, are often hybrids of paid, owned, and earned media. And as mentioned above, shared media (“likes,” “retweets,” “shares,” etc.) are considered by some to be a wholly separate channel from earned media. Moreover, shared media may or may not contain original content (e.g., a comment or other earned media) added by the sharer. Co-created content is another category that could be assigned to earned or to shared media. We acknowledge these arguments, but for the purpose of this report we will consider “shared” media to be part of earned. Definitions for Reference- Paid media: are display or broadcast advertising. In digital channels, paid media include banner ads, Pay Per Click (PPC) search ads, advertorials, sponsorships, sponsored links, and pay-per-post blogging. The common factor of all these channels is that they are a form of advertising for which a media buy is necessary. Owned media are all content assets a brand either owns or wholly controls. Owned media channels include websites, microsites, branded blogs, videos, and the brand’s own(ed) presence on social media and social network channels, such as Facebook, Twitter, YouTube, Flickr, etc. Owned media is largely content marketing, i.e., content a brand owns and/or publishes that involves no media buy. Earned media is user-generated content created and/or shared by users. (It bears mentioning that some consider shared media to be a separate channel. More on this below in Outlying Channels.) Types of earned media include consumers’ social media posts, tweets, reviews, videos, photos, and open online communities. Another component of earned media is mentions in media or on social channels that are the result of PR or media relations. For brands, earned media is the most elusive and difficult of the three channels; while it can be influenced, it cannot be directly controlled.
- If your effort is kicking off, start by conducting analysis of what’s happened in earned, and owned channels. We often heard from interviews that earned tells you what target market is saying or where they are, which informs owned. However in most cases, launches were built off existing products so analysis on owned was common. This analysis should be conducted looking back several periods (months to years). companies jump to decide what they say, without analyzing what people want to hear, and that’s why the prior phase on analysis and reporting was a requirement. Companies can now develop a content strategy, but should understand how it changes and varies depending on the following variables: product type, geography, channel, screen, and source of information. Note that this spans many internal teams from corp comm, brand marketing, media buying, social media team and all related agency partners.