Digital Strategy, Social Media, Mobile Media, Travel, OTA, Expedia, Orbitz, Priceline, Hotels, HSMAI, New York, Display, Razorfish, Compete, Google, Knowledge Networks, Beresford, Phocuswright
Presented at HSMAI NY Feb 2010
Contact Digital DNA Infusion for any questions
Building a Digital Strategy Consumer Behavior Travel Social Media Mobile Media Sem Seo Ota
1. The digital consumer
and strategies for
travel 2010 & beyond
Presented by
David Atkins
Principal
Digital DNA Infusion
David@digitaldnainfusion.com
Twitter: @atkinsdavid
305-458-2311
2. Does this apply to me?
Branded Hotel
Unbranded Hotel
Brand owner
Destination Service
CVB/DMO
Operator
Sales, Marketing, Operations,
Revenue Management, F&B etc
Copyright 2010 Digital DNA Infusion
3. Change
The only constant
imperative when it comes
to Digital is CHANGE
Copyright 2010 Digital DNA Infusion
4. What am I doing?
Copyright 2010 Digital DNA Infusion
6. Moves Digital to Physical World
No more platforms
No more technical requirements
Just be “human” & transparent
Copyright 2010 Digital DNA Infusion
7. A cross-functional strategy?
39% of consumers have no destination in
mind when starting their travel research
online
The Planning and
OTA fee changes increased their share 6%
Review category (i.e.
TripAdvisor) grew its
vs suppliers
How do you capitalize on this and what is driving the changes?
share of all site visits
by over 50% since
Consumers are searching less-
2008
• Searches down to 6 (circa 12 in 2009)
“Only” 50% of shoppers use search in the
research process
92% of online bookings are “latent”
Copyright 2010 Digital DNA Infusion
Source: Compete & Google Dec 2009
8. Where to start?
PPC Video
Ownership Brand
Site
SEO/SEM
Conversion IT Sales
Display Social
Ads Media Revenue Marketing
OTA’s
Distribution
Copyright 2010 Digital DNA Infusion
9. Follow the basics
Your customer
Your business Benchmark!
What metric?
What platform?
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10. Curators
Content, Experiences
Not always of our own creation
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11. Who should you market to?
Copyright 2010 Digital DNA Infusion
Source: PhocusWright FYI May 2009
12. Digital consumer behavioral data
• 65 % of consumers have had a digital experience
change their perception of the brand/product
• 97% of consumers report that their digital experiences influence whether
or not to purchases goods, services or products from the brand/product
• 97% of consumers have searched out a brand online
• 69% have read a corporate blog
• 73% have posted a review of a product or service
• 44% of consumers who follow a brand on twitter do it for DEALS
Copyright 2010 Digital DNA Infusion
Source: Razorfish Q4 2009
13. What works?
OTAs- commerce & marketing?
Social Media?
Mobile Media?
SEM/SEO?
Display ads?
Engagement?
Behavioral?
Retargeting?
Video?
Copyright 2010 Digital DNA Infusion
14. Online Display Ads
Does online display advertising really
work?
The question is what is your metric?
CTRs= poor results and disappointment
Brand Awareness= Better but varied
As part of a larger program with SEM=
Display works to increase lift of queries for
your term by more then 61%
Copyright 2010 Digital DNA Infusion
Source: Google and Comscore 2009
15. Social Media Data
Avg SM User is spending 22 Hours
per week (6.6 from work)
• 2nd only to Email today
38% say they have clicked on an Ad
Like tapping into your customers
telephone calls to discuss you
Circa 23% say it has directly
influenced a travel purchase decision
www.digitaldnainfusion.com Beresford Research June 2009
Copyright 2010 Digital DNA Infusion Knowledge Networks 2009
16. Beresford Data on Social Networks
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
Beresford Research June 2009
17. Superbowl this weekend
Pepsi?- Anyone know how much $$?
HomeAway?
See Forrester Take on Pepsi’s Social Media program:
http://blogs.forrester.com/marketing/2010/01/social-media-is-
the-new-super-bowl-pepsi-refresh-and-what-it-means-to-
marketers.html
Copyright 2010 Digital DNA Infusion
18. Mobile Stats
LBS- The Morgan Stanley-
standard in 2010 Smartphones
Gartner- 2010 outship PCs
1.2B Phones 2010
with rich IDC- 500k+
commerce Apps in 2010
Gartner- 2013 SM, Booking,
Phone vs PC Research, CS,
Dreaming
Copyright 2010 Digital DNA Infusion
23. Where to start?
Establish a strategy and a digital owner(ship)
person or group within your organization
• Make sure that all stakeholders are represented
Do you have buy in? Who owns it?
How often to you revisit and update this strategy?
How and where does it connect to your total strategy?
How is it measured? By whom? Using what systems?
Is primary target B2C or B2B?
How does your data/CRM, mobile & email tie together?
Have you established benchmarks?
If you are a hotel are your brand, ownership,
operations, franchisees and mgmt all aligned?
Copyright 2010 Digital DNA Infusion
24. Know your customer/guest
The more you know about your digital
customer, the easier they will be to
find
• Use Google’s free toolsets
• Use your site analytics packages
• Look at your email and CRM programs
• Ask your OTA partners
• One person’s niche could be a
goldmine
Sojern, Flickr, Twitter, Priceline,
RSS/Feeds (iGoogle)
• Mobile is not a niche
Copyright 2010 Digital DNA Infusion
25. All about data and action today
Copyright 2010 Digital DNA Infusion
26. 10 Key Takeaways
Build a culture of analysis and measurement- have metrics
Have a strategy and use it- base it on your customer/consumer
• Business, Digital, Social, Mobile
Go beyond
• OTAs have more to offer than product distribution
• Digital is more than direct response ecommerce
• Social Media is more!
• Mobile matters
• More than sales, marketing and revenue management to digital
Get cross functional buy in and participation from all stakeholders
Leverage your relationships- Vendors, Partners, Customers
Know and ask your customer what, where and when
Listen and participate in Social Media
• Competitive Intelligence
• Customer Research
Cultivate internal expertise and train and support them
Lead don’t follow
IF YOU CAN NOT YOUR COMPETTION WILL
Copyright 2010 Digital DNA Infusion
28. How to reach me?
David@digitaldnainfusion.com
Twitter @atkinsdavid
Old School:
Digital DNA Infusion
6619 South Dixie Hwy
Ste 306
Miami FL 33143
305-458-2311
Copyright 2010 Digital DNA Infusion