Transparent Web (Fore! Reservations)

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Online marketing and e-commerce presentation from Fore! Reservations conference (November, 2012). Covers the growth of the social, local, mobile web and its importance to the golf industry as well as the travel and hospitality space generally.

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Transparent Web (Fore! Reservations)

  1. 1. PRESENTATION BY: TIM PETER THE TRANSPARENT WEB USING ONLINE MARKETING TO DRIVE REVENUE AND RESULTS
  2. 2. Choices...
  3. 3. Lots of choices...
  4. 4. Lots and lots of choices...
  5. 5. Lots and lots and lots of choices...
  6. 6. Lots and lots and lots and lots...
  7. 7. And lots and lots and lots...
  8. 8. And lots and lotsand lots and lots...
  9. 9. Of choices...
  10. 10. The purchase “funnel” 15
  11. 11. A tangled web
  12. 12. Sites Visited - All E-commerce 3022.5 15 7.5 0 2010 2011
  13. 13. Sites Visited - All E-commerce Sites Visited - Travel 30 22.5 15 7.5 0 2010 2011Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/
  14. 14. Here’s a question... 22 Why?
  15. 15. Because...We’ve trained them to
  16. 16. Why we’re here 24■ The transparent web – and what it means for your business■ How to use the social, local, mobile web to reveal your value to your guests and golfers■ The importance of parity and best rate■ How to track what’s working
  17. 17. Stupid, but useful word of the day... 25“SoLoMo”
  18. 18. Or... 26“SoLoMoPho”
  19. 19. Social sites
  20. 20. Importance of social 29■ Over 2/3rds of US Internet users regularly use a social network■ Nearly 84% of social category visitors visited a travel review site in 2010, up from 77% in 2008■ Referrals from Facebook convert at a higher rate than other referral sites — with a huge caveat
  21. 21. Social signals mayinfluence search 30■ Pages that earn tweets + Facebook shares also correlate well with earning links, and send direct traffic on their own■ Facebook shares might be more valuable than “Likes”■ Google+, anyone?
  22. 22. Facebook 31■ 600 million users – Every day■ 2.7 billion “Likes” – Every day■ 300 million photos – Every day
  23. 23. Consumersearch activity in last 24 hours 17% 83% Yes No
  24. 24. Travelers who searchedbefore booking 20% 80% Yes No
  25. 25. Natural/organic search
  26. 26. Paid search
  27. 27. Localsearch
  28. 28. Social and reviews
  29. 29. Top search term prior to booking? 44“Price”
  30. 30. Smartphone Mobile phone7,0006,0005,0004,000 953 Million 6.1 Billion3,0002,0001,000 0 Total Subscriptions - Q4 2011 Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
  31. 31. Top mobile sites 47■ Facebook■ Google■ YouTube
  32. 32. Leisure travelers shop... 48100% 96% 94%75%50% 32% 31% 24%25% 18% 17% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012
  33. 33. Business travelers shop... 49100% 86% 76% 76%75% 65% 51%50% 40% 30%25% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012
  34. 34. Cave-painting? 50“The future is already here, it’s just not evenly distributed”
  35. 35. The “solution”?
  36. 36. Distribution “partners”want to be the go-toresource for your golfers
  37. 37. A cure worse than the disease?
  38. 38. An alternative approach 55■ All marketing is social: Customer-focused messaging■ Content marketing: Reveal your value■ Where u @? The “hub and spoke” model of content marketing■ Running a race to zero: Price parity for fun and profit■ Adding it all up: Measuring success
  39. 39. 4 “P’s” of marketing + 1 56
  40. 40. The online shopping to Am I going enjoy myself? experience• Transparent
  41. 41. Whyshould Ibuy from you?
  42. 42. Dominant ImpulsiveFast & Ambitious & Enthusiastic Analytical ReliableSlow & Organized & Predictable Head Heart
  43. 43. Mind your “P’s and Q” Price Proximity Quality
  44. 44. Price Price Proximity Quality Quality Proximity Dominant ImpulsiveFast & Ambitious & Enthusiastic Price Price Proximity Quality Quality Proximity Analytical ReliableSlow & Organized & Predictable Head Heart
  45. 45. Google+ Place pages
  46. 46. What do you want them to do?
  47. 47. Where u @? 68
  48. 48. Post-round email Show a photo Promote another round or stay Invite to opt-In Invite to social media
  49. 49. Post-round e-mail 71■ Case Study: ■ Resort sent email to all guests who stayed 3 nights in in the summer ■ Promotion start: Mid-November ■ Offered promotional rate for January-February■ Results: ■ December online revenue up 200% ■ 90% of the growth was for following year’s revenues■ Fore! Reservations MAP Program
  50. 50. Customer lifetime value 72 Ongoing Golfer 1st round 2nd round 3rd round 4th round Total rounds Does not Does not Does not Does not Tiger $25 $25 (Low) return return return return Does not Does not Does not $57 Rory $25 $32 return return return (Medium) Phil $25 $32 $32 $64 ... $153 (High)
  51. 51. Now, for your choice...Attempt to “win” Promotethe race to zero transparent value
  52. 52. Only$62
  53. 53. Only$68
  54. 54. So#$Business$Results$ Compe6tors$Respond$Customer$Expecta6ons$Shi#$ Reduce$Prices$ Customer$Experience$ Deteriorates$ Reduce$Service$and$Marke6ng$ Short;term$Sales$Improve$ to$Pay$for$Price$Reduc6ons$
  55. 55. Why parity mattersAttempt to “win” Promotethe race to zero transparent value
  56. 56. Top search termprior to booking? 86“Price”
  57. 57. Because...We’ve trained them to
  58. 58. Is this what you think when youhear “best rate”?
  59. 59. Price must show value
  60. 60. Price Price Proximity Quality Quality Proximity Dominant ImpulsiveFast & Ambitious & Enthusiastic Price Price Proximity Quality Quality Proximity Analytical ReliableSlow & Organized & Predictable Head Heart
  61. 61. Reveal your value Don’t conceal it
  62. 62. Adding it all up: Measuring success
  63. 63. Repeat visits Conversion Hits Visits rate Sessions Top referrers Fans Bounce rate CPM CPC Likes Page rank Uniques Quality score Page viewsFollowers CPA Exit rate Engagement
  64. 64. Repeat visits Conversion Hits Visits rate Sessions Top referrers Fans Bounce rate CPM Wait. What? CPC Likes Page rank Uniques Quality score Page viewsFollowers CPA Exit rate Engagement
  65. 65. Handicap Index * Slope Rating 113
  66. 66. Did the customersee the message?Did the customertake the action?
  67. 67. Best practice:Positive return budgeting 103■ Manage marketing budget and activities to target return■ Increase or lower CPC/effort levels based on conversion rate to achieve target return
  68. 68. Questions? 104
  69. 69. Summary 105■ Transparency exists... and is growing■ Ask yourself what your customer asks: ■ Will I enjoy it? ■ Why should I buy from you?■ In a transparent age, your marketing must reveal not conceal your value
  70. 70. Thank you 106 Web: timpeter.com Phone: 201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter

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