driving revenue and reducing costs through social media
DESCRIPTION
This presentation - 'Driving revenue and reducing costs through social media' - was given by award winning social media agency Digital Visitor's CEO Anthony Rawlins at the 2012 Travel Distribution Summit Europe.- Learn how to identify which followers/fans are most valuable to your brand- Take away a step by step guide to adding meaning to your measurements- Take a holistic approach to include measuring online, offline, on-site behaviour combined with social media channels to fully understand the social consumer eco-system.To find out more about how we can help your organisation to achieve real, measurable results from social media, call Digital Visitor today on +44 (0)1179 055 195 or email [email protected]TRANSCRIPT
Drive revenue and reduce costs through social media
Anthony Rawlins, Founder - Digital Visitor
In this presentation
1. How social commerce can drive the buying cycle on your website?
2. How you can reduce costs using social media
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About Us
• Dedicated to driving revenue and reducing costs
for our customers.
• Travel industry specialists
• Social Commerce for all
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How are we measuring ROI currently?
• Facebook fans / likes - not great
– changing goalposts
– Visibility of posts 16% (4000 website study in March 2012)
– More changes are coming
• Net positive sentiment? not a fan.
• Traffic? Yes
• Direct Sales through Facebook engagement? – Yes, but not easy.
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Champneys Resorts
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• Focus on engagement• Variety of posts• Comments and likes for
EACH post• Don’t sell all the time• 1 flash sale per quarter
Social Commerce
• More exact statistics for ROI can come from Social Commerce
• The use of social media to assist in the online buying and selling of products and services. Includes:
– Discussions and forums
– Q and A
– Customer reviews and ratings
– Tips and hints
– User recommendations and referrals
– Online communities
– Social advertising.
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Social Commerce for travel
Travel Industry is unique in many ways – and needs a unique approach to social commerce.
Were not selling these…
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Social Commerce for travel
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Social Commerce for travel
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How is travel different?
1.Pre purchase / Dream2.Relevance / Filtering3.Booking4.Post booking Inspiration5.Post experience
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Circa 28 daysCirca 28 days
X monthsX months
Customer buying cycle
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To truly maximise the benefits of social media and guarantee the greatest ROI – need to look both approaches.1.Social media channel campaigns and management2.Social commerce technologies
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An integrated approach
Discussions on your website1 Increase organic traffic2 Reduce lost sales time by having your online visitors respond to queries3 Increase repeat visits with comments – reinforce your brand4 Increase social media traffic –offset some PPC spend?5 Share with social channels to balance increase content requirements6 Design / product research
Filtering / relevance7 Maximise your marketing spend towards interested customers8 Enhance repeat visits9 Reinforce brand messaging
Reviews10 Brand advocates can help reduce PR costs – one average social media reduces 24%11 Share with social channels to balance increase content requirements
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15 ways to reduce costs
Hints and Tips12 Invaluable, quality travel content13 Breed loyalty and brand presence14 Share with social channels to balance increase content requirements15 Share with PR channels – newspapers, content distributors
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15 ways to reduce costs
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• Social commerce for travel is unique
• Much more than reviews and ratings
• Its your job to inspire you customer - pre and post booking
• Combine social media campaigns and channel management with social commerce technology
• Doing this right – will drive sales and reduce your acquisition costs
Thanks
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ThanksAnthony Rawlins, CEO and Founder, Digital Visitor
www.digitalvisitor.com
+44(0)1179 055 195