google+ and travel€¦ · expedia uses google+ hangouts to promote destinations and share travel...

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Google Confidential and Proprietary

Google+ and Travel The value of Identity, Relationships & Sharing… across the web

Tessa Reef

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Why Google+?

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Search Video Mobile Sign-in Offers Local

+People +Relationships +Sharing +Recommendations

Google+ is making all of your Google experiences better

Google Confidential and Proprietary 5 Google Confidential and Proprietary 5 ! Source: GoogleIOMay2013

A global community, with growing engagement


Better discovery of your content across the web Verified G+ pages can appear on the right hand side of Google.com search results

Relevant Google+ Posts are surfaced Your followers may see content you’ve posted on your Page when it’s relevant to their search terms

Surfacing your Google+ Page Users can click through to your Page, right from the search results page

Real-time content appears If you post frequently on Google+, users may see your most recent post right in search


Why Google+ for Travel?


The travel path to purchase is increasingly social

! Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” sponsored by Performics, Aug 2011; Google/ Shopper Sciences, Role of Social in the Travel Shopper’s Journey, December 2012;

PURCHASE

60% of travelers factored

online opinions into their vacation planning

In 2012, the average U.S. travel shopper consulted

11.2 sources

prior to purchase

48% of social network users follow travel brands to learn about promotions & sales announcements

17% of travel purchase decisions are influenced by social media


What does this mean to brand marketers?


Already, millions in the community are engaging with Travel brands on Google+

5.1M

2.2M

2.1M

2.0M

1.5M

1.1M

868K

1.6M


Google+ can help you as a Travel brand to …

Build Awareness

Influence Consideration

Grow Loyalty Drive Sales


1. Build Awareness Visit Greece uses Google+ to spread the joys of Greek tourism

Goal •! Gain worldwide reach to engage with potential

visitors •! Increase the number of tourists to the country Execution •! Post visually stimulating images daily •! Use ripples to understand audience •! Use circles to segment messages •! Feature Google+ badge on homepage Results •! 35% CTR uplift in AdWords due to social

extensions •! More than 1.1M followers (Oct 2013) •! High user engagement as seen through +1’s,

comments and shares of posts


2. Influence Consideration Expedia uses Google+ Hangouts to promote destinations and share travel experiences


5-10% avg. search ad CTR uplift from social annotations

3. Drive Sales Social recommendations improve performance, both on Organic and Paid search results


Furthermore, this incremental traffic is proving to convert at a higher rate. In short, it’s better traffic.

average lift in visits to KPI (search on-site, choose & personal info) on hotel sites when annotations are present for non-brand travel terms

+7%

Source: Google/Compete Google+ & Travel Industry Study; Conversion Rate inclusive of all KPIs (Search, Choose, and Personal Info), lift measured from October 2011 – October 2012.


For hotel bookings specifically, the conversion rate lift is even higher

average lift in conversion rate for hotel bookings when annotations are present for non-brand travel terms

+11% Source: Google/Compete Google+ & Travel Industry Study; Conversion Rate= “Book”, lift measured from October 2011 – October 2012.

Thank you for booking with us!


4. Grow Loyalty Within their Exploration community, NatGeo tells customers “We want to hear from you”


Delta introduces their wine loving customers to Master Sommelier Andrea Robinson


One final example…

Google Confidential and Proprietary 21 21 Google Confidential and Proprietary * Source: https://www.youtube.com/watch?feature=player_embedded&v=y1Uv7as5ZmI

John Butterill's Virtual Photo Walks

Photographer John Butterill discovered a way to share his photo walks through Google+ Hangouts.

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Thanks ++

+ +++

++

+ +

+ +++

++++ ++

+ + +

+ +

+

+

+

+

+ ++

+

+

+

+

+ ++

Tessa Reef Industry Manager Google Travel [email protected]

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Appendix


Google+ Playbook for Brands

Source: https://gplus-branding.appspot.com/playbook#/


Measure the impact •! Measure CTR

uplift from Social Annotations in AdWords

•! Enable Social Reports in Google Analytics

Be Discovered •! Establish brand

identity with your +page

•! Add the Google+

badge to your site

•! Post rich content on a regular basis

Promote beyond the stream •! Enable social

extensions to drive search ad performance

•! 5-10% lift in CTR

when social annotations appear in ads

Create more personal engagement •! Use Hangouts on

Air to broadcast a conversation

•! Create a Hangout

App to make your brand experiences more social

Optimizing your Google+ Efforts


The +page panel on the right hand side of search results increases key brand real estate

Better Discovery


Better Discovery

Ability to reach followers beyond the stream researching topics that matter to your brand Google+ surfaces relevant content to followers within Google search results


The Google+ stream is also quickly becoming a source of brand discovery and referral traffic

Source: Google/Compete Google+ & Travel Industry Study; September 2011 – September 2012 Yearly Average

+580%

+31%

-15% 0

200

400

600

800

1000

1200

1400

Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12

Google+ referrals Total referrals Social referrals

YoY Change Indexed Referrals (visits) to Travel brand sites

Traffic from the Google+ stream, to travel sites, is on the rise

Better Discovery


So who are these folks? This travel minded audience skews toward Millennials

36% of Google+ referrals to travel industry sites are 18-34

32% for total referrals

As compared to

Source: Google/Compete Google+ & Travel Industry Study, November 2012.; September 2011 – September 2012 Yearly Average

Better Discovery


And, they’re more likely to be affluent (HHI over $100k)

Source: Google/Compete Google+ & Travel Industry Study, November 2012.; September 2011 – September 2012 Yearly Average; high income= $100K+

33% of Google+ referrals to travel industry sites are high income households

30% for total referrals

As compared to

Google+ affluent traffic to travel sites has grown 9% over the past year

Better Discovery


This audience is engaged. Google+ referrals spend 11 minutes on travel sites, more than those from other social sites


Time spent (average) per referral source to Travel industry sites

Better Discovery

14.7 min 14.3 min

11 min 9.8 min

8 min

0

2

4

6

8

10

12

14

16

Planning & Review Sites

Portal Sites Google+ Social Sites Destination & Tourism Sites


And most importantly, the Google+ user takes action and is more likely to convert (67% more likely!)

Conversion

Choice

Book (thank you page)

Add to cart (i.e. flight, hotel) +13%

+67%

lift in conversion rate for Google+

driven traffic to KPI, as compared to

total referrals


Better Discovery


Pure Michigan strikes pure gold with Google+

“We were surprised that, literally, our number of Google+ followers nearly doubled after the first Hangout .”

- Chad Wiebesick, director of social media & interactive marketing, MEDC

Goal

•! Post frequently to their +Page, including questions, photos, and videos

•! Hosted a Hangout with NASCAR

•! Promote the Google+ badge on their website

Execution

•! Promote Michigan travel and tourism

•! Engage with consumers and join online conversations about Michigan vacations

Results

•! Higher CTR when displaying social annotations in search ads

•! 89% increase in followers after first Hangout

•! 2012 Mercury Awards for Social Media and 4 other categories

*figures and stats as of April 2013

Deeper Engagement


Provide fast and trusted sign-in

Customize your app Grow your audience when users pull friends to your app

Drive Android installs 40% acceptance rate for OTA

Engage users across devices with Google Sign-In

Deeper Engagement

1.3M Android devices activated daily 900M+ Android devices activated worldwide


20,358 ($113,037.50) Conversions

11,003 ($48,762.25) Assisted Social Conversions

2,375 ($8,687.00) Last Interaction Social Conversions

Social Measurability

Measure the impact of social marketing on metrics that matter with Google Analytics


Ripples reports help identify brand influencers See how post content spreads and identify advocates to team up with

Social Measurability


LateRooms.com conveys brand values of innovation and personal service through Google+ Goals

Results

•! Held hangouts with travel experts •! Displayed photos effectively and easily •! Used ripples to identify influencers •! Implemented social extensions and

circles

Approach •! Promote brand’s emphasis on

innovation and personal interaction •! Raise profile, ensuring brand is front

of mind when thinking about hotels

•! Over 700,000 followers •! Posts reshared over 2,500 times •! 500 comments per post •! 9% CTR uplift in AdWords due to

social extensions


Your Fans’ Recommendations at the Right Time and Place – with Your Message


Search Plus Your World


To celebrate their achievement of 1M followers, +Delta and Google+ co-branded the Gogo WiFi sign-in page on Delta flights during Thanksgiving weekend.

The creative encouraged users to follow their +Page. (have more followers on G+ than Facebook)


Extending the conversation, beyond the stream with Google+ Post Ads beta

Extend the reach of your Google+ posts Ad templates appear in AdWords Target social content to any audience or context across the GDN

Optional display beta slides for clients under NDA

Please vet all display beta

pitches with your social RPE team prior to pitching.

not distribute externally (presentation use only)


Reach your social audience, across the web Google+ Follower Remarketing beta

Your Google+ followers

Optional display beta slides for clients under NDA

Please vet all display beta

pitches with your social RPE team prior to pitching.

not distribute externally (presentation use only)

google+ and travel€¦ · expedia uses google+ hangouts to promote destinations and share travel...

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