1. From Social to Sales
Presentation by Anthony Rawlins, CEO & Founder
Digital Visitor

2. Our philosophy
• Social commerce and social media agency
• Specialists in Travel and Tourism
• Combining social media on your website AND on social media channels
• Gathering content and broadcasting this as far and wide as possible
• Maximising short term gains and long term benefits of social media
• Providing a clear ROI
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3. Some of our awards
Innovation in Travel Best Online Application Best Use of Social Media
– vs. Virgin Atlantic, - 2011 runner up
Trip Advisor and Kuoni
- Best Technology Provider - Best Online Application - Top 100 SW - Best Desktop Application
- Rising Star of the Year - Best Technology Provider Creative Companies
- Rising Brand of the Year
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4. Some of our clients
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5. What is social commerce?
• The use of social media to assist in the online
buying and selling of products and services
• Includes...
– Discussions and forums
– Question and answers
– Customer reviews and ratings
– Tips and hints
– User recommendations and referrals
– Online communities
– Social advertising
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6. Customer buying cycle
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7. Conversations / discussions
• Early in the buying cycle - people want to be inspired
• They want to research and enquire
• It’s up to OTAs and the like to provide inspiration
and information
• Ask questions – get your online visitors to answer
eg. What’s the weather like? Which place is better?
• A conversation thread will encourage repeat visits to
your website
• Benefit SEO - content = organic traffic
• Generates content to share on social channels to drive people
back to your website
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8. Watch – your social newsletter
• Subscribe to destinations during the
research phrase
• When new user generated content is
added, followers are notified
• Drives repeat visits to your website and
audiences
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9. Reviews – do’s
• Include on your website - easy to
implement/integrate
• Allow short reviews, long reviews AND
reviews with media content
– implementing reviews WITH photos
and videos increased browsing time by
over 100%
• Show reviews on relevant pages can
increase conversations between 2 – 18%
Incentivise
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10. Reviews – don'ts
• Leave it isolated - gather content proactively
• Think you need 5 million reviews to make a
difference - one can help!
• Think reviews are for hotels only
- what about destinations, tours etc...
• Limit what can be added - allow media
uploading
• Think reviews is all you can do - there is much
more
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11. Tips and hints
• After booked but before travel
• Capturing tips and hints for travellers
provides good info to your customers
• Improves loyalty
• Drives new search traffic
• Provides content to share with social channels
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12. Social media channels
• All this content should be shared with your social media
channels – good quality, engaging content
• Nothing worse than a channel which is constantly selling
and not inspiring
• The higher the engagement and quality of content, the
more you can turn your community into customers
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13. Top tips
• Social commerce accesses many stages
of the customer buying cycle on your
website
• You can use technology to absolutely
maximise the benefits of social media
content from your customers
• Inspire with discussions
• Convince with reviews
• Breed loyalty with tips and hints
• Use all this content to drive your social
channels
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14. Thanks
Anthony Rawlins, CEO and Founder, Digital Visitor
 www.digitalvisitor.com
 +44(0)1179 055 195
 anthony@digitalvisitor.com
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