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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




                                                                      2
About Us
•   Dedicated to driving revenue and reducing costs
    for our customers.
•   Travel industry specialists
•   Social Commerce for all




                                                      3
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.




                                         4
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




                               5
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.



                                                6
Social Commerce for travel
Travel Industry is unique in many ways – and needs
a unique approach to social commerce.

Were not selling these…




                                                     7
Social Commerce for travel




                             8
Social Commerce for travel




                             9
10
11
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




                                             12
Customer buying cycle




                        13
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




                                                                                14
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

                                                                                  15
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




                                                                             16
• 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




                                                        17
Thanks
      Thanks
Anthony Rawlins, CEO and Founder, Digital Visitor

         www.digitalvisitor.com
    +44(0)1179 055 195
          anthony@digitalvisitor.com




                                                    18

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Driving revenue and reducing costs through social media

  • 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 2
  • 3. About Us • Dedicated to driving revenue and reducing costs for our customers. • Travel industry specialists • Social Commerce for all 3
  • 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. 4
  • 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 5
  • 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. 6
  • 7. Social Commerce for travel Travel Industry is unique in many ways – and needs a unique approach to social commerce. Were not selling these… 7
  • 10. 10
  • 11. 11
  • 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 12
  • 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 14
  • 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 15
  • 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 16
  • 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 17
  • 18. Thanks Thanks Anthony Rawlins, CEO and Founder, Digital Visitor  www.digitalvisitor.com  +44(0)1179 055 195  anthony@digitalvisitor.com 18