The document discusses how online marketing and social media have radically changed how organizations promote themselves and how people consume information. It emphasizes the importance of engaging audiences through creative content on social media platforms and reviews websites. It also stresses that online searches and mobile access are increasingly important for the travel industry, so companies need to optimize their websites and apps for mobile to satisfy customer expectations.

1. Moving the Needle
With Online Marketing
Brought
to
you
by:
October 2014

2. The
Internet,
and
social
media
in
par3cular,
have
RADICALLY
CHANGED
the
way
people
consume
informa3on
and
the
way
organiza3ons
PROMOTE
THEMSELVES.

3. The
rules
of
marke3ng
HAVE
CHANGED.

4. Consider:
WHERE
do
your
current
and
future
audiences
FIND
WHAT
THEY
NEED?

10. What
does
it
take?
Liste
ning

11. What
does
it
take?
CONNECTING
#hashtags,
RT,
Like,
Favorite,
Reply

12. The
Key
is
to
build
ENGAGEMENT
#notaonewaystreet

13. Going
BEYOND
LIKES
takes
CREATIVE
CONTENT
that
CAPTURES
people

14. Online
Travel
Bookings
• Online
travel
bookings
are
expected
to
have
reached
an
all-­‐
3me
high
this
summer,
with
over
US$54
billion.
Great
performance,
yet
this
s3ll
represents
only
a
frac3on
of
the
es3mated
US$600
billion
for
the
industry
(Source:
Adobe
Digital
Index)
• Travel
planning
is
more
and
more
dominated
by
online
resources.
Travel
review
websites
have
most
influence(69%),
followed
by
online
travel
agencies
(57%),
travel
provider
sites
(56%)
and
friends
&
rela3ves
(43%)
(Source:
Tripadvisor,
TripBarometer
2013)
• 65%
of
leisure
travelers
begin
researching
online
before
they
have
decided
where
or
how
to
travel
(Source:
Ipsos
MediaCT)

15. What
saWsfies
customers?
Booking
directly.
Source: Travel Weekly

22. LISTENING
IS
content

23. OUTREACH
IS
content

24. CUSTOMER
SERVICE
is
content

25. Your
Customer’s
Story
IS
CONTENT

26. Travelers
are
Heavy
Social
Media
Users:
Facebook
Dominant
Source: Travel Weekly

27. Travelers
use
more
than
one
Social
Network
Source: Travel Weekly

28. Broad
Demographics
using
Social
Media
Source: Travel Weekly

29. How
Travelers
use
Social
Media
Source: Travel Weekly

30. Successful
Social
Media
MarkeWng
• PROFESSIONALLY
designed
page
• It’s
NOT
JUST
ABOUT
POSTS
• You
MUST
have
a
PLAN.
Though_ul
content
strategy
that
incorporates
the
personal
touch,
sales
and
marke3ng,
and
outreach
• LISTEN
AND
RESPOND,
s3mulate
conversa3on
• Be
a
RESOURCE
to
people
• Photos
and
videos
get
60%
more
li`
• Tag
/
links,
Hashtags
• WOW
your
fans!

31. Don’t
have
3me
to
establish
a
presence
on
SOCIAL
MEDIA
CHANNELS?
Not
sure
where
to
start?
Dream
Local
Digital
can
help.

32. Expert
help
to
get
you
there
• Social
Media
strategy
development
• Social
media
page
design,
management
• Reputa3on
Management
• Blog
development
and
content
crea3on
• …and
more!

33. 70%
of
people
trust
online
reviews
by
strangers

34. 90%
of
people
trust
online
reviews
by
people
they
know

35. The
key
is
REPUTATION
MANAGEMENT…
And
you
need
it
now
more
than
EVER!

37. Review
Sites
Heavily
Used
and
influence
purchase
decisions
Source: Travel Weekly

38. Influence
of
Review
Sites
Source: Travel Weekly

39. Review
Sites
Accurate
/
Useful
Source: Travel Weekly

40. SEARCH:
Gebng
Found

41. 97%
of
consumers
search
for
local
businesses
online

44. How
you
rank
in
SEARCH
is
criWcal
• 90%
of
searchers
stop
on
PAGE
1
• 75%
stop
a`er
5
lisWngs

45. Want
to
ensure
your
business
can
be
found
locally
and
on
search
engines?
Dream
Local
Digital
can
help.

46. EXPERT
help
to
get
you
there
• Search
Engine
Registra3on
• SEO,
keyword
strategy
• SEM
and
PPC
campaigns
• Google,
Yahoo,
Bing
op3miza3on
• …and
more!

47. Impact
of
Mobile

48. Facebook
now
has
over
725
million
mobile
users
Do
you
have
a
usable
mobile
web
site?

49. Impact
of
Mobile
• More
than
40%
of
online
traffic
related
to
travel
queries
now
comes
from
mobile
(Source:
HeBS
Digital)
• 44%
of
travelers
use
their
smartphone
to
research
travel
while
they’re
traveling
(think
ac>vi>es,
restaurants,
other
stops
and
loca>ons
as
well!)
(Source:
JiWire
Report)
Do
you
have
online
booking?
Is
it
mobile
friendly?

50. Impact
of
Mobile
76%
of
smartphone
owners
and
35%
of
tablet
owners
want
to
use
their
devices
to
book
travel
or
hotel
rooms
when
they
are
on
the
go
and
have
an
immediate
need
(Source:
Mobiquityinc.com)
Do
you
have
online
booking?
Is
it
mobile
friendly?

51. Desktops
sWll
dominate
booking

52. Impact
of
Mobile:
Experience
Mahers
• 52%
of
tablet
owners
and
60%
of
smartphone
owners
complained
that
mobile
travel
sites
were
slow
to
load
• 51%
of
tablet
owners
said
that
search
and
selec3on
op3ons
on
travel
apps
were
complicated,
and
44%
reported
that
sites
were
not
op3mized
for
a
tablet
Do
you
have
online
booking?
Is
it
mobile
friendly?
Source: Mobiquityinc.com

53. Impact
of
Mobile:
Experience
Mahers
• 20%
of
tablet
owners
were
disappointed
that
apps
were
not
integrated
with
their
loyalty
programs,
which
meant
they
couldn’t
access
or
redeem
points/
miles
• 35%
of
connected
travelers
would
be
less
likely
to
book
again
with
a
travel
brand
a`er
a
slow,
confusing
or
non-­‐op3mized
experience
when
researching
or
booking
travel
on
a
mobile
device
Do
you
have
online
booking?
Is
it
mobile
friendly?
Source: Mobiquityinc.com

54. The
Mobile
Experience
Mahers

55. Need
a
MOBILE
WEB
SITE
or
have
ques3ons
about
how
mobile
marke3ng
should
fit
into
your
plans?
Dream
Local
Digital
can
help.

58. THANK
YOU
for
ajending!
shannon@dreamlocal.com
www.dreamlocal.com
www.facebook.com/dreamlocal
@shannonkin
@dreamlocal
207-­‐593-­‐7665