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 info@digitalvisitor.com

1. Drive revenue and reduce costs through
social media
Anthony Rawlins, Founder - Digital Visitor

2. 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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3. About Us
• Dedicated to driving revenue and reducing costs
for our customers.
• Travel industry specialists
• Social Commerce for all
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4. 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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5. Champneys Resorts
• Focus on engagement
• Variety of posts
• Comments and likes for
EACH post
• Don’t sell all the time
• 1 flash sale per quarter
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6. 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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7. 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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8. Social Commerce for travel
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9. Social Commerce for travel
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12. How is travel different?
1.Pre purchase / Dream
Circa 28 days
2.Relevance / Filtering
3.Booking
4.Post booking Inspiration X months
5.Post experience
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13. Customer buying cycle
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14. An integrated approach
To truly maximise the benefits of social media and guarantee the greatest ROI
– need to look both approaches.
1.Social media channel campaigns and management
2.Social commerce technologies
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15. 15 ways to reduce costs
Discussions on your website
1 Increase organic traffic
2 Reduce lost sales time by having your online visitors respond to queries
3 Increase repeat visits with comments – reinforce your brand
4 Increase social media traffic –offset some PPC spend?
5 Share with social channels to balance increase content requirements
6 Design / product research
Filtering / relevance
7 Maximise your marketing spend towards interested customers
8 Enhance repeat visits
9 Reinforce brand messaging
Reviews
10 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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16. 15 ways to reduce costs
Hints and Tips
12 Invaluable, quality travel content
13 Breed loyalty and brand presence
14 Share with social channels to balance increase content requirements
15 Share with PR channels – newspapers, content distributors
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17. • 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
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18. Thanks
Thanks
Anthony Rawlins, CEO and Founder, Digital Visitor
 www.digitalvisitor.com
 +44(0)1179 055 195
 anthony@digitalvisitor.com
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