3. more than 1/4
chart
of the total global population
is online
Source: Nielsen / ComScore
4. World Internet Users World Internet Users
March 2008 Sept 2009
Asia Asia
Europe Europe
North America North America
Latin America/Caribbean Latin America/Caribbean
Africa Africa
Middle East Middle East
Oceania/Australia Oceania/Australia
Source: Nielsen
12. Where can I get good
cherry pie?
• NOT a search ‘machine’
•Real HUMAN reviewers
13. Yay!
Yay!
Pie Sally makes 1 vote
Reviews good pie.
Yay!
Pie For tasty 1 vote
Loversʼ pie, Sally’s pie
Forum is the best.
Natʼl We know pie, 1 vote
Pie
Assoc
and Sally’s pie Every link from a relevant
is good.
website to yours =
Pie 1 vote of confidence in
Like cherry 1 vote
Pans R
Us
pie? Try Sally. Google
18. Sally’s Gourmet Pies
Hand-baked pie in these flavors:
• Deluxe cherry pie
• Amazing apple pie
• Perfect pumpkin pie
Order your pie online
Why choose Sally’s hand-baked gourmet pies? ...
SEO
results listing: results listing:
Hand-baked Gourmet Pies
Sally’s Pies Order Sally’s world-famous cherry pie,
My name is Sally, and I make pies. amazing apple pie or pumpkin pie online.
Hand-baked & delivered within 24 hours.
19. Source: ComScore
Aug 2009
There are over 76 billion
searches performed on Google
every month
22. Hostel bookings
Key
HI marketshare
Hostelworld,
Hostelbookers,
Hostels.com etc
23. HI & SEO
• Some initial work done
so far, but LOTS more
to do
• High priority as of right
now
• Dedicated resource:
‣ 2x new SEO staff
+ Miko + Federico (P/T)
+ Mktg Team / ASSD / others
• Focused on tangible,
measurable results
24. Team SEO
• GOAL: By 2011, to increase the number of
visits to hihostels.com coming from search
engines by a minimum of 30%
• Aggressive, holistic approach to SEO: cover
all the major areas & cover them well
• Strategy, tactical plan & measures of success
• Official Kick-off Meeting: 23 Feb
27. What determines a high rank in Google?
CONTENT + LINKS
Sally’s
Pie
gourmet
Reviews
pies are ace.
Sally’s Gourmet Pies
Hand-baked pie in these flavors: For tasty Pie
• Deluxe cherry pie pie, Sally Loversʼ
• Amazing apple pie hand-bakes Forum
• Perfect pumpkin pie the best.
Order your pie online
We know pie, Natʼl
Why choose Sally’s hand-baked gourmet pies? ... and Sally’s pie Pie
is good. Assoc
Hand-baked Gourmet Pies
Order Sally’s world-famous cherry pie,
amazing apple pie or pumpkin pie online. Like cherry Pie
Hand-baked & delivered within 24 hours. pie? Try Sally’s Pans R
gourmet pies. Us
On-page SEO Off-page SEO
28. Google:
80% weight = links
20% weight = content
Customers 100% content
but if they never see your content....
Source: SEOmoz
30. On-Page SEO
CONTENT
• Page title & description
are like ‘free ads’
Sally’s Gourmet Pies
• Must use the keywords
Hand-baked pie in these flavors:
• Deluxe cherry pie you are targeting
• Amazing apple pie
• Perfect pumpkin pie • Totally within HI’s
Order your pie online control / remit
Why choose Sally’s hand-baked pies? ...
• Essential, not optional
in competitive markets
Hand-baked Gourmet Pies
Order Sally’s world-famous cherry pie, • Must entice, must
amazing apple pie or pumpkin pie online.
Hand-baked & delivered within 24 hours. deliver
42. Off-Page SEO
LINKS
• Of CRITICAL importance
Sally’s
• Links must be gourmet Pie
Reviews
RELEVANT pies are ace.
• Should use the keywords Sally hand- Pie
bakes the Loversʼ
you are targeting tastiest pies. Forum
• Links should be text
We know pie, Natʼl
Pie
• Should point to the and Sally’s pie
Assoc
is good.
relevant page
Like cherry
• Partially within YOUR pie? Try Sally’s
Pie
Pans R
(NAs) control / remit cherry pies. Us
51. arguing
chatting networking
laughing commenting
ranting
helping each other raving
sharing connecting
joking meeting
BEING SOCIAL
52. 625 million
age 16-54
use it on a
daily basis
Source: Universal McCann
53. Social Media Study
• Universal McCann
• 4 ‘Waves’ - 1 every 9 months since 2006
• Google: ‘Universal McCann Wave 4’
• Latest: Spring 2009
• Studied active internet users age 16-54
in 38 countries
58. HI’s Social Media Plan
• MAIN GOAL = SEO, build more links
• Other benefits:
‣ Increased brand awareness
‣ Increased trust from customers
‣ Word-of-mouth marketing
‣ Better customer experience
67. Top Ten Countries by Population - Year 2009
<
Over 350 million
active users
68. “Facebook’s audience is bigger than
any TV network that has ever existed
on the face of the earth”
- Randall Rothenberg
Head of the Interactive
Advertising Bureau (IAB)
78. Travel Channel’s
‘Kidnap’ Results
• 3,110,299 monthly active users by Nov 2008
(6 months after launch)
• #1 branded app on Facebook, #1 travel app
• 55 million ‘kidnaps’
• 60,000 click-throughs per day
• 7 page views per person
87. What is Twitter?
• Micro-blogging
• 1-to-many instant updates
• Only 140 characters (like an SMS message)
• New kid on the block in social networking
88. Why Twitter?
• Digital convergence:
‣ Can merge with Facebook Status Update
‣ Can post to all major blog platforms
‣ Widget-ised = feed into any website, social
network, blog or RSS
• FREE to ‘tweet’ via SMS
• Brevity = quick, easy, no need to compose/format
(unlike blogs or email)
• Follow if you want: pull vs push
101. HI’s Social Media Actions
• MONITOR key terms
‣ Brand-related
‣ Travel-related
• LISTEN to what people are saying
• Respond appropriately (including a link, of
course!)
• Incentivise ‘brand ambassadors’ to talk
about us
102. Example Competitions
• Digg us or bookmark us in Delicious & win an
iPod
• Tweet about your favourite HI Hostel
• Blog about your trip
• Link to us in your Facebook status
• Tag & links your photos or videos of an HI
hostel
