Insurers' journeys to build a mastery in the IoT usage
HSMAI South Florida November Presentation
1. Building a Digital Strategy
Don’t be left out in the cold
Presented by: David Atkins, Principal Digital DNA Infusion, LLC
david@digitaldnainfusion.com
Twitter: @atkinsdavid
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
2. Stating the obvious
• You compete with
– Hotels
– Resorts
– Timeshare
– VRM
– Rental by Owner
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
Question is what does the consumer know ?
6. Moves Digital to Physical World
• No more platforms
• No more technical requirements
• Just be “human” & transparent
Copyright 2010 Digital DNA Infusion
7. Digital, Social, Mobile?
• 39% of consumers have no destination in mind when starting their travel
research online
• Consumers are searching less-
– Searches down to 6 (circa 12 in 2009)
– Sites visited at 20 before a booking
• “Only” 50% of shoppers use search in the research process
• 92% of online bookings are “latent”
• Mobile anyone- 18% of biz and 15% of leisure travelers checked hotels in
2009
Copyright 2010 Digital DNA Infusion
Source: Forrester, Compete & Google Dec 2009- Sept 2010
The Planning and Review category (i.e.
TripAdvisor) grew its share of all site visits by
over 50% since 2008
Private Sales?
8. Does it all work?
• Orlando CVB “67 Days of Smiles”
• Santa Monica CVB
• Best Western “Travel Tuesday”
• Marriott- “Tweet yourself to Hawaii”
• Motel 6
• And many more
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
ROI, Traffic, Bookings, Revenue and Mentions
22. Review Sites
Photo Sharing
Video Sharing
Blogs
Types of Social Media that matter most for travel
For North America and EMEA
The priority will
change based on
your business &
customer
objectives
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
23. Who Matters?
Source: Quantcast Dec 2009
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Copyright 2010 Digital DNA Infusion, LLC
Trip Advisor
Who is your customer?
24. Does Social Media impact pricing?
“ Done correctly, ratings and reviews deliver a
significant increase in sales. One third of
retailers reported an 11-20% or more overall
increase in conversions as a result of adding
reviews to their sites, while consumers are
willing to pay up to 22-49% more for a 5-star
rated product than for a 4-star rated product
in the hospitality and travel industries”
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC Source: Mashable Feb 2010
25. Does Social Media impact pricing?
• PhoCusWright answers this with:
– Social Travel Advocacy Index mapped to ADR
• Shows a distinct correlation that is quantifiable
• Beyond the ADR/RevPar impact of your social
media profile
– What does this due to transparency of pricing?
– What will the consumer accept?
– How well does your organization understand SM?
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
26. Does Social Media sell travel??
• PhoCusWright answers this with:
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
27. 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
28. Beresford Data on Social Networks
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Copyright 2010 Digital DNA Infusion
Beresford Research June 2009
29. How are customers sharing data?
Copyright 2010 Digital DNA Infusion
Frommers Unlimited April 2010
30. Build a framework
• The key: alignment and education
Copyright 2010 Digital DNA Infusion
35. Review sites in North America
• TripAdvisor – www.tripadvisor.com
• TravelPost – www.travelpost.com
• Yelp – www.yelp.com
• IgoUgo
• OTCs with reviews
– Hotels.com – www.hotels.com
– Expedia – www.expedia.com
– Travelocity – www.travelocity.com
– Priceline – www.priceline.com
– Orbitz – www.orbitz.com
• Others to watch
– Yahoo Travel
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
Not a full list
36. Trip Advisor & FB Social Graph
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
37. Trip Advisor Best Practices
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
38. Trip Advisor Owners Central
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
39. Trip Advisor Best Practices
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC
40. Digital Best Practices- Simply
Enable
Inspire
Engage
Involve
Outreach
Metrics
Results
Copyright 2010 Digital DNA Infusion
Pick your partners wisely
41. Key questions to ask partners
1. What do I get?
– Distribution
– Marketing
– Sales
– SEO
– SEM
– Mobile
– Website
2. Are you Independent?
3. Who else do you do business with?
4. What reporting do you provide?
5. What does it cost all in?
6. What is the commitment term?
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
42. How to reach me?
• David@digitaldnainfusion.com
• Twitter @atkinsdavid
• Old School:
Digital DNA Infusion
6619 South Dixie Hwy
Ste 306
Miami FL 33143
David- 305-458-2311
Maria- 954-609-9110
Copyright 2010 Digital DNA Infusion