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Nick Holmes à Court Head of Digital, Shifted Pixels [email_address] 02.9360.0777 Twitter.com/nickhac
A quick survey  Websites Online Booking Sites Search Engines
 
Search Engines & Travel “ 88% of consumers  who travel this  summer will use  the Internet to  Research their trips”  Claria Corporation Feedback Research Clickz - August 2005
Search Engines & Travel “ 84% of internet users are comfortable with search engines - and on any given day 56% of people online use search engine”  Pew Internet & American Life Project, 'Internet searchers are confident, satisfied and trusting' January 2005
Travelers are computer savvy “ Two thirds of travelers used search engines to purchase travel arrangements”  Travel Industry Association of America, 2004 Report
Of people who bought online “ 82% bought airline tickets” “ 67% booked overnight accommodation”  Travel Industry Association of America, 2006
Why people book online? Price efficiency Comparison Shopping Time Saving / Busy Lifestyle Easy to see opinions / reviews
What influences decisions? “ Following word-of-mouth, the Internet is the most used source for pre-trip travel information (used more than travel agents)”  Roy Morgan, 'Online Travel continues to increase‘ Dec 2004
Reviews and Influence “ In 2004, 44% of adults have rated a product, service, or person online” Pew Internet Project Data Memo "Online Rating Systems" October 2004
Summary: Your customers are Internet Users (more than most) Researching Online  Purchasing Online Listening to consumer created reviews Actively reviewing your services
 
Web 2.0  Interaction and comment 2 way medium Sharing experience People asking questions Collaboration & Participation
Web 2.0 & Social Networks
Social Networks are Mainstream
Social Networks = Conversations “ The web is a sea of conversations navigated by search”
Social Network Conversations Traditional word of mouth is enhanced, amplified and made more convenient through social networks Unshackled From Time, Cant be erased Hyper Connectivity Examples
Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity
Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity
Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity
Examples – HostelWorld.com
Examples - Twitter
Examples - WAYN
Examples – Google Local Search
When Search Meets Social All experiences and opinion is available Good experiences are amplified Bad experiences are permanent Recommendation systems gone bizerk!
 
Get Involved! Listen Learn Engage Add Value – Participate! Create Relevant, Interesting Content
Why Travel? Experience the world To Relax For a unique cultural experience For adventure To meet new people To escape life For a special occasion (eg weddings) For Business Source LastMinute.com Travel Trends 2008
Looking for in a Hostel? Location Price Facilities Close to friends/family Good reviews by other travellers Whatever I find first when im there Source LastMinute.com Travel Trends 2008
How to benefit from this? Meet your customers needs! Listen to your customers Social Network Marketing Add Value
The Risks You cant Suck Badly Priced You cant be evil Lying will be caught out (unlike other marketing)
 
Get Involved Search and listen Be Friends with everyone Answer every review Participation is king!
Contact Me 02.9360.0777 [email_address] Twitter.com/Nickhac Visit Shifted Pixels ShiftedPixels.com/Blog We want to hear from you

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How Social Networks are changing consumer behavior

  • 1. Nick Holmes à Court Head of Digital, Shifted Pixels [email_address] 02.9360.0777 Twitter.com/nickhac
  • 2. A quick survey Websites Online Booking Sites Search Engines
  • 3.  
  • 4. Search Engines & Travel “ 88% of consumers who travel this summer will use the Internet to Research their trips” Claria Corporation Feedback Research Clickz - August 2005
  • 5. Search Engines & Travel “ 84% of internet users are comfortable with search engines - and on any given day 56% of people online use search engine” Pew Internet & American Life Project, 'Internet searchers are confident, satisfied and trusting' January 2005
  • 6. Travelers are computer savvy “ Two thirds of travelers used search engines to purchase travel arrangements” Travel Industry Association of America, 2004 Report
  • 7. Of people who bought online “ 82% bought airline tickets” “ 67% booked overnight accommodation” Travel Industry Association of America, 2006
  • 8. Why people book online? Price efficiency Comparison Shopping Time Saving / Busy Lifestyle Easy to see opinions / reviews
  • 9. What influences decisions? “ Following word-of-mouth, the Internet is the most used source for pre-trip travel information (used more than travel agents)” Roy Morgan, 'Online Travel continues to increase‘ Dec 2004
  • 10. Reviews and Influence “ In 2004, 44% of adults have rated a product, service, or person online” Pew Internet Project Data Memo "Online Rating Systems" October 2004
  • 11. Summary: Your customers are Internet Users (more than most) Researching Online Purchasing Online Listening to consumer created reviews Actively reviewing your services
  • 12.  
  • 13. Web 2.0 Interaction and comment 2 way medium Sharing experience People asking questions Collaboration & Participation
  • 14. Web 2.0 & Social Networks
  • 15. Social Networks are Mainstream
  • 16. Social Networks = Conversations “ The web is a sea of conversations navigated by search”
  • 17. Social Network Conversations Traditional word of mouth is enhanced, amplified and made more convenient through social networks Unshackled From Time, Cant be erased Hyper Connectivity Examples
  • 18. Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity
  • 19. Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity
  • 20. Examples - Facebook 240+ Social Networks Facebook, Bebo, MySpace, Hi5, WAYN etc Traditional word of mouth is amplified through social networks HyperConnectivity
  • 24. Examples – Google Local Search
  • 25. When Search Meets Social All experiences and opinion is available Good experiences are amplified Bad experiences are permanent Recommendation systems gone bizerk!
  • 26.  
  • 27. Get Involved! Listen Learn Engage Add Value – Participate! Create Relevant, Interesting Content
  • 28. Why Travel? Experience the world To Relax For a unique cultural experience For adventure To meet new people To escape life For a special occasion (eg weddings) For Business Source LastMinute.com Travel Trends 2008
  • 29. Looking for in a Hostel? Location Price Facilities Close to friends/family Good reviews by other travellers Whatever I find first when im there Source LastMinute.com Travel Trends 2008
  • 30. How to benefit from this? Meet your customers needs! Listen to your customers Social Network Marketing Add Value
  • 31. The Risks You cant Suck Badly Priced You cant be evil Lying will be caught out (unlike other marketing)
  • 32.  
  • 33. Get Involved Search and listen Be Friends with everyone Answer every review Participation is king!
  • 34. Contact Me 02.9360.0777 [email_address] Twitter.com/Nickhac Visit Shifted Pixels ShiftedPixels.com/Blog We want to hear from you