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Building a Digital Strategy
Presented by: David Atkins, Principal Digital DNA Infusion, LLC [email protected] Twitter: @atkinsdavid
Don’t be left out in the cold HSMAI Key West Sept 2011
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Stating the obvious For consumer attention you compete with:
Question is what does the consumer know?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
Resorts
Timeshare
OTA’s VRM
Airlines
Car Rental Companies
Other CVBs/DMO’s
Hotels
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David Atkins • Member of the Expedia/Microsoft IPO
Management team
– Mgmt member of: Brand Team; Hotels Team; Online Marketing; and Media Sales
• Microsoft 1998
• Expedia from 1998-2003
• IAC Travel/Interval International 2003-2006
• Chairman of HSMAI 2010-2012
• Columnist for Hospitality Upgrade
• Digital Media and Strategy Expert
• Speaker- CES, HSMAI, HEDNA, PhoCusWright, VRMA…
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
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www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google
What demographic group dominates online?
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Updates Sept 2011
– Google Flights
– Zagats
– Google HotelFinder
– Google+
• F-Commerce
• Consumer Behavior data
• Mobile explosion
Entire Presentation will be made available www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |
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eMarketer View of Online Travel 2011
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: eMarketer March 2011
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PhoCusWright View 2011
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright April 2011
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How is your destination chosen?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright June 2011
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www.digitaldnainfusion.com | Copyright 2010Digital DNA Infusion, LLC | Source: PhoCusWright J& Forrester June 2011
How is your destination chosen?
Align your efforts • Media allocation • Staff allocation • Political alignment • Partners
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How is your destination chosen?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright June 2011
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What drives the decision?
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC | Source: PhoCusWright Oct 2010
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Internet Continues to Grow as Consumers’ Primary Source for Travel Information
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: New from Google Sept 2010
Base: Personal Traveler (2010: 3500; 2009: 3450); Business Traveler (2010: 1500; 2009: 1552). Q. Which of the following sources do you typically use to plan? Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level
Travel Planning Sources
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What does your consumer shop?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright Oct 2010
Web Sites Used for Selecting a Destination
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www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
Mobile/LBS
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Mary Meeker @ Google on Mobile
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011
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Mobile WORKS for Marketing
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Chetan Sharma, January 2011
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www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC| Source: Mary Meeker @ Google Think Mobile March 2011 | Source: ITU, Mark Lipacis, Morgan Stanley Research
Note: PC installed base reached 100MM in 1993, cellphone/internet users reached 1B in 2002/2005 respectively.
Computing Growth Drivers Over Time (1960-2020E)
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1 in 3 Researchers Recall Viewing Online Ads
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011
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Half of Shoppers Research Exclusively Online
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011
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Social media are media for social
interaction, using highly accessible
and scalable publishing techniques.
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Wikipedia
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www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
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Copyright 2010 Digital DNA Infusion, LLC
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
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Facebook Like/Fan $$
spend an additional $71.84 on products for which they are like the company compared to
those who are not fans.
are 28% more likely than non-fans to
continue using the brand.
are 41% more likely than non-fans to
recommend a fanned product to their
friends.
The average annualized value of an individual fan is $136.38.
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Syncapse’s Report 2010
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Sample OTA Package Booking Session
5 Pages on Gmail:
Email content
Start of Session:
www.gmail.com
Direct Type:
www.post-gazette.com
Continued…
Direct Type:
www.Cheaptickets.com
Continued…
Back to Expedia
12 pages content
Continued… August 24, 2010 User Session
Google Search & Click:
www.Expedia.com
Google Search & Click:
www.Steelers.com
6 Pages on Steelers.com:
Miscellaneous content
15 Pages on Expedia:
Search package: destination SLC
Direct Type:
Hyatt.com
8 Pages on Hyatt:
Gold Passport login, SLC hotel search
Direct Type:
www.Hotwire.com
7 Pages on Hotwire
Search package: destination SLC
5 Pages on Cheaptickets
Search package: destination SLC
Google Search & Click:
www.TripAdvisor.com
5 Pages on TripAdvisor:
Utah, Salt Lake City pages
3 Pages on Post Gazette:
News content
Click on Link:
www.visitsaltlake.com
2 Pages on Visit Salt Lake
Browse things to do
Back to TripAdvisor
3 pages content
Click on Link:
www.utah.com
2 Pages on Utah.com
Browse maps
Back to Expedia
5 pages content
Google Search & Click:
www.SeatGuru.com
5 Pages on SeatGuru
Browse seat maps
Back to Expedia
4 pages content
Booked Package on Expedia
Back to Utah.com
6 pages content
Continued browsing… www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Expedia and Compete 2010
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Social Marketing & Reviews in Travel?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC || Source: PhoCusWright July 2011
• 2 out of 3 travelers site travel review as influential when planning leisure travel • 3 out of 10 report comments in their social networks influential for leisure travel • Facebook referred more than 15.2M visitors to hotel websites in 2010 – a 35% increase
from 2009.
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Social Marketing & Reviews in Travel?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC || Source: PhoCusWright July 2011
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Age of the Customer
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC| Source: Forrester June 2011
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The only constant imperative when it comes to Digital is
CHANGE
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www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
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Google & PhoCusWright Traveler
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC|| Traveler Image Source: PhoCusWright
Flights
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WheretoStart? Video
SEO/SEM
Social Media
OTA’s
Display Ads
Site Conversion
Mobile Brand
Sales
Marketing
Members
Revenue
IT
Politics
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Moves Digital to Physical World
• No more platforms
• No more technical requirements
• Just be “human” & transparent
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www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
Start Here
Finish Here
Forrester Model
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What is your metric?
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The New Digital Landscape Is your digital process about transactions , leads, visitors to your website(s), digital assets, social or a general stimulation of digital discussion or something else?
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Trip Advisor & FB Social Graph
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
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Awareness
Consideration
Purchase
Intent
Loyalty
Purchase
Display Media Social Media Mobile Video
Mobile Video Social Media Affiliate Search/PPC
Social Media Mobile Search/PPC
Search Mobile Affiliate Social
Email Mobile Social Video
Marketing Channel Evaluation
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
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Action Steps
• Follow the Basics
• Think about the Visitor
• Empower the Customer
• Simple Social Media
• Develop a strategy
• Empower your people
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Follow the basics • Your customer
• Your business
• What metric?
• What platform?
Benchmark!
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Curators • Content, Experiences
• Not always of our own creation
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Be Authentic Emulate your hotel culture Formality, use of the guest name etc
Be Transparent
Be respectful
Customers, clients, competitors
Listen
Invite direct contact and future stays
Basic Principles for Social Media
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
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Types of Social Media That Matter Most for Travel
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC | For North America and EMEA
Blogs
Video Sharing
Photo Sharing
Review Sites
The priority will change based on your business & customer objectives
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Digital Best Practices - Simply
Enable
Inspire
Engage
Involve
Outreach
Metrics
Results
Pick your partners
wisely
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
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It’s About The “AND”
Brand Performance
It’s NOT about the “OR”
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
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Why it works?
Question is your objective and metrics—
– Display
– Social
– Mobile
– PPC
– CPM
– OTA
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Key questions to ask partners 1. What do I get?
• Distribution
• Marketing
• Sales
• SEO
• SEM
• Mobile
• Website
2. What reporting do you provide?
3. What does it cost all in?
4. What is the commitment term?
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
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How to reach me?
• [email protected] • Twitter @atkinsdavid
• Old School: Digital DNA Infusion
6619 South Dixie Hwy
Ste 306
Miami FL 33143
David- 305-458-2311
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC
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Cool Sources
• Google – Google Trends
– Google Insight
– Googlebusiness (YouTube)
• Mediapost
• eMarketer
• PhoCusWright
• Forrester
• Expedia
• Compete
• Tripadvisor
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC