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What Channels? What Content? THE DIGITAL ROADMAP: 1. The Attention Economy 2. The new connected consumer 3. The Website 4. Search 5. Mobile 6. Social 7. Measurement 8. Mapping your 2018 Digital Plan WHAT’S YOUR DIGITAL DIRECTION? Online all the time Source: https://blog.dscout.com/mobile-touches Connected across demographics we want them. REVIEWS INFLUENCE PURCHASE DECISIONS 31 million people access local content on their phone (up 51% in one year) One negative review one a social media site can cost 30 new customers The average consumer looks at 7.9 forms of digital media before they make a decision about a product or service 84% of Americans say online customer evaluations have an influence on their purchase decision Gartner reported that negative unaddressed comments lead to a 15% increase in churn Sources: Convergys, Opinion Research Corporation, Gartner, Kelsey Grp, ComScore, icuc.social REVIEWS IMPACT SEARCH RANKING! source: https://moz.com/local-search-ranking-factors REVIEWS MATTER MORE THAN EVER BEFORE 1. Reviews and price are the most important influencers of choice for travel consumers. 2. It’s not just Tripadvisor: Customers are talking about your brand across digital media channels including: Tripadvisor, Google, Yelp, Booking.com, Expedia, Facebook, Twitter, Instagram +++ 3. Negative reviews remove you from the choice set. Period. All reviews must be managed and responded to. 4. Positive reviews impact revenue. Overall consumers still prefer a lower price. Understand your brand’s position relative to your competition - both on reputation, and on price - in order to take advantage of any pricing power associated with positive UGC and reviews. Sources: Research by Kelly Mcquire Reviews, Ratings and Hotels – What research tells us (so far) SEARCH HAS CHANGED image source: http://www.theceomagazine.com/business/google-has-changed-business-and-marketing-dramatically/ CONSUMERS ARE USING MOBILE DEVICES source: Think with Google 2017 We think in… MOMENTS GOOGLE SEARCH MOMENTS MOVE ACROSS MULTIPLE CHANNELS + DEVICES Source: Google Think Travel If we can’t find it - FAST We Search again. THE IMPACT 1. Customers are in charge. 2. Search platforms and algorithms impact business performance more than ever before. Your business must be positioned well in search today. 1. Consumer Reviews impact both decision making - and being found at all by your target audiences. 2. A business profile on Google, Bing, Yelp and Facebook is no longer a “nice to have” 3. Your business must be “always on” for in the moment customer. SOCIAL MEDIA WHAT WE DO ON SOCIAL MEDIA ➔ Like, Love, Pin ➔ Comment ➔ Share, Re-share ➔ Post comments, pics, videos ➔ Add/Read Reviews ➔ Watch Video ➔ Comment, Complain ➔ Click to Buy ➔ Message,Chat ➔ Go Live, Video Chat WHY SOCIAL MEDIA IS A MUST source:https://blog.microfocus.com/how-much-data-is-created-on-the-internet-each-day/ UGC AND MARKETING Brand influencers and brand fans who are engaged with, and sharing brand content Those who are rewarded with interaction from the brand - are more likely to continue to create content, share it and endorse the brands who appreciate them. LEVERAGING UGC TO COMPLEMENT AND AMPLIFY MARKETING - AND DRIVE CONSUMER ACTION WHAT’S NEXT: FACEBOOK MESSENGER AND CHAT source: https://www.searchenginejournal.com/marketers-guide-facebook-messenger-bots/179028/ TO SUM IT UP... Social Trust is a Search Influences Mobile and Local Must Purchase Intent Visibility 88% of consumers trust online 78% of mobile searches for local 6.8 billion mobile devices are reviews as much as personal business information results in a enabling consumers to search recommendations purchase. locally MAPPING THE DIGITAL PLAN ALL ROADS LEAD TO THE WEBSITE THE WEBSITE EASY NAVIGATION VIDEO STRONG VISUALS CROWD SOURCED PHOTOS EVENT FEATURES BITE SIZED CONTENT FORMS OR DOWNLOADS STORIES SIGN UP MAPS + DIRECTIONS CONTACT AND CALL TO ACTION SHARE TO SOCIAL • Click to Call • Click for Directions • Click for Google Maps • Mobile Version a must MOBILE: WHAT YOU NEED TO KNOW 1. Mobile Access has changed consumer buying process, expectations, and even the way they buy travel and travel related services. 2. Local and “near me searches” have changed the travel path to purchase with in-destination or “in the moment” sales increasing year over year. 3. Consumers expect the “mobile first” user experience with easy access to contact information, maps, directions and reviews. They expect accuracy in listing information, and immediate response from brands in solving problems. 4. Within the online mobile experience, local listings, maps, and review sites are dominating the points along the customer journey - and directly impacting revenue in the travel category, more now than in the past with reviews integrated into the local and mobile search experience. BE VISIBLE AT ALL MOMENTS Over 40% of travelers say they bounce back and What can you do? forth between dreaming about and planning their next trip—zooming in on the details for one destination and then zooming out to reconsider 1. Be there all the options again 2. Be useful Source: Think with Google 2016/ Paid Ads Google Map Listings Google Local And Reviews WEBSITE SEO IS STILL IMPORTANT LOCAL & ORGANIC SEARCH ARE DIFFERENT Organic Search ✓ Optimize URLs ✓ Reputation is buried Local Search ✓ Optimize Listings ✓ Reputation is front and center LOCAL SEARCH RANKING FACTORS The foundation of ranking well in local search results begins with accurate and 19% optimized local business Local Social listings. The search engine results landscape is now localized and crowded - with limited visibility 26% of “Organic” listings. Local SEO Engines are prioritizing and integrating various ranking features: 51% ● Local pages Local Listing (google,bing,yelp,facebook) Management ● Listings and reviews ● Social “signals” from social channels like FB, Instagram, Twitter WHAT YOU NEED TO KNOW CLAIM GOOGLE MY BUSINESS REVIEWS MATTER MORE THAN EVER BEFORE 1. Reviews and price are the most important influencers of choice. While consumers did pay attention to aggregate ratings, TripAdvisor rank and to a lesser extent, brand, positive reviews contributed the most to consumer choice behavior followed by lower price. 1. Negative reviews remove you from the choice set. Period. Lower price or higher ratings do not overcome the impact of negative reviews. Consumers simply will not choose a hotel with negative reviews. 1. Consumers prefer to pay a lower price. While consumers would go for a higher-priced hotel when the reviews and ratings were better than the alternatives, all things being equal, they will look for the lowest price 1. Consumers only notice high ratings and rankings. Results showed that consumers only notice ratings and rankings when they are high as compared to other choices. Source: Research by Kelly Mcquire Reviews, Ratings and Hotels – What research tells us (so far) THE IMPACT Bringing it all together - what this means to you REVIEWS DRIVE REACH AND REVENUE ● Actively read/respond to reviews you find on Yelp, Google, Yahoo… o Quick response turnaround is vital for reviewer to edit negative to positive ● Take advantage of positive reviews and using negative ones to improve operations ● Using a social media tool to brand monitor : Hootsuite, Engage121, even Google Alerts ● Create directory pages on Facebook. (3rd largest local search site in the world) ● Local listing management - map pins and location must be accurate. ● Do you have a way to currently track local and organic rankings? o They’re your online heartbeat. o Track local & organic rankings, to correlate how reputation, social, and listings impact your rankings (both positive and negative). THE IMPACT OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOUR Brand engagements rise by 28%Brand Engagements when consumersRise by are 28% exposed towhen both consumers are exposed professionalto both content professional and content user-generatedand user product-generated product video. (comScore)video. (comScore) 84% of social media users report that UGC on company websites has at least some influence on what they buy. (Bazaarvoice) 65% of social media users from ages 18 to 24 consider information that's shared on social networks when making a purchasing decision. (eMarketer) Sharing content through influencers increases conversion by at least a 3x-10x higher rate THE POWER OF USER GENERATED CONTENT What’s New With ➢ A Boosted Post Strategy and Ad spend required. ➢ Video content is popular and most engaging to users. ➢ No Free Reach for ANY BRAND PAGE POST. EVER. POST EVENTS Facebook Live ➢ Create Events ➢ Follow stakeholders and partners ➢ Short, Snackable Content ➢ Boost videos and photos ➢ Try Facebook Live ➢ Top 10 Lists ➢ Locals Know Features ➢ Always link posts to places on the Website ➢ HAVE BUDGET TO BOOST POSTS BOOSTING POSTS AND MEASURING SUCCESS AUTHENTIC CONTENT AND LEVERAGING UGC Image Source: eMarketer WHAT CHANNELS? WHAT CONTENT? • Go where your customers are. • Photos, videos and UGC work well. Allocate time and resources. • Social Media is not FREE • Do social well and leverage content beyond social channels. • Facebook zero organic, Facebook and Instagram stories • Live Streaming Video:Facebook + Instagram Live + Twitter Live • Video: Live Streaming with 360-degree viewing features (Youtube), plus VR and AR • Snapchat further changing user behaviour • Integrating Social or crowd sourced content into the website and other marketing to tell authentic stories TAKEAWAYS 1. IDENTIFY the most relevant influencers 2. LEVERAGE existing social army’s not yet discovered 2. GOALS: Determine the most appropriate strategies and channels – based on goals beyond just brand awareness. 3. MEASURE the results via increases in Social referrals back to Website, increases in campaign conversion ++ 4. DRIVE Social down the sales Funnel – and take back control of your Social Influence It’s important! Your customers are spending 4+ Hours a day Sharing, Liking and Snapping your brand. Help them help you WHAT TO MEASURE. HOW TO MEASURE Step 1: Define target customer personas. Build content to drive action from social to website. Step 2: Define Conversion Goals (Click to Call, Book now, Sign up, Contact, Click for Directions) Step 3: Define KPI’s (ie.
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