Search & Social Synergy. In the Travel Industry

Transcription

1 Search & Social Synergy In the Travel Industry

2 Search, Social and SEO Driving performance and higher direct bookings by leveraging Search Social and SEO together

3 5 Reasons why Search & Social Synergy is Crucial

4 1. Real Estate on Page Engine updates and Social Integration have changed User Behavior People will look across the page and will not only Click on the top listings Much more real-estate to take advantage off on the SERPs. Importance of Blended Media Mix

5 2. Top Channels Online Shopping, 5% s/Commu s/Commu nications, 19% nications, 19% How How People Spend Their Time Online Multi-Media Sites, 13% Online Shopping, 5% Multi- Media Sites, 13% Reading Content, 20% Reading Content, 20% Social Networking, Social Networking, 22% 22% Searches, 21% Searches, 21% Sources Internet Worldwide Trust Sources for News Internet and Worldwide Information Trust for % News of respondents and Information % of respondents Online Search engines 45% Online Search engines 45% Traditional media 47% Traditional media 47% Hybrid media Hybrid media Social media Social media Owned media Owned media 54% 54% 65% 65% 65% 65%

6 3. Synergy Search & Social Work Better Together Consumers exposed to a brand s influenced social media and paid search programs are 2.8 times more likely to search for that brand s products compared to users who saw only paid search. The study also showed a 50 percent click-through-rate (CTR) increase in paid search when consumers were exposed to influenced social media and paid search.

7 4. Updates Updates have cross channel effect January 29, 1998 Page Rank Algorithm (Stanford University) September First officially documented update February Boston update April Cassandra Update May Dominic update June Esmeralda update July Fritz update Google Dance Ends September Supplemental index November Florida update January Austin update February Brandy update January The Nofollow February Allegra update May Bourbon update June Personalized Search started August Google files patent for Agent Rank September Gilligan update October Google Local/Maps update December Big Daddy update November Supplemental update May Universal Search Update April Dewey update February Vince update August Google Suggest update February Rel-Canonical update August Caffeine preview December Realtime update May Mayday Update June Caffeine rollout August Brand update September Google Instant update November Instant Previews December Social Signals December Negative reviews January Attribution update March 30, button June 2, Schema.org June 28, Google+ launched October 18, Query encryption November 3, Freshness January 20, Search Plus Your World February 24, Panda Update/Farmer April 11, Panda Update 2 May 10, Panda Update 3 (2.1) June 16, Panda Update 4 (2.2) July 23, Panda Update 5 (2.3) August 12, Panda Update 6 (2.4) September 28, Panda Update 7 (2.5) October 19, Panda Update 8 (3.0) November 18, Panda Update 9 (3.1) January 18, Panda Update 10 (3.2) February 27, Panda Update 11 (3.3) March 23, Panda Update 12 (3.4) April 19, Panda Update 13 (3.5) April 24, Penguin April 27, Panda Update 14 (3.6) May 25, Penguin 1.1 June 9, Panda Update 15 (3.7) June 25, Panda Update 16 (3.8) July 24, Panda Update 17 (3.9) August 20, Panda Update 18 (3.9.1) September 18, Panda Update 19 (3.92) September 27, Panda Update 20 October 5, 2012 Penguin #3 November 5, Panda Update 21 November 21, Panda Update 22 December 21, Panda Update 23 January 22, Panda Update 24 March 15, Panda Update 25 May 22, Penguin 2.0 July 18, Panda Update 26 September Hummingbird Oct 4, Penguin 2.1

8 5. Multiplier Effect Research points to a clear statistical advantage in securing the click from a searcher if the website holds more real estate on a search engine results page (SERP). Contributes in increasing the paid search CTR but also reduces the click costs further by ensuring that organic search is doing its part in facilitating a blended Cost Per Click (CPC) from the medium which might not have been possible with Paid Search & Social alone. + Earned SEO + + Paid x1 x2 x3

9 5 Steps on How to Combine Search and Social

10 5. Multiplier Effect The Process CIRCULATE TARGET 5 CAPTURE 1 CAPITALIZE 3 DETERMINE USER INTENTIONS AND LOCATIONS AND REFINE TARGETING STRATEGY CRAFT 4 HARMONY OF CONTENT ACROSS MEDIA ENSURE TRACKING IS IN PLACE TO CAPTURE ALL IMPORTANT DATA ACROSS CHANNELS 2 DEFINE PROCESSES TO ANALYSE AND CAPITALIZE ON THE CAPTURED DATA CREATE SMART CONTENT AND IMPROVE CUSTOMER EXPERIENCE

11 1. Capture Collect all relevant Data from all Sources to develop a clear picture of what works and what doesn t Paid SEO SQUARE IMAGES Social SHARES ANALYTICS OPTIMIZING TO REVENUE NOT SALES URGENCY AD COPY BIDDING ON LONG TAIL KEYWORDS HIGH PERCENTAGE OF KEYWORD RICH INBOUND LINKS POOR LINK DIVERSITY, DIRECTORIES, BLOG ROLLS, COMMENTS AND FOOTERS LINKS FROM ARTICLES ABOUT UNRELATED TOPICS

12 2. Capitalize Use Search to Improve Social Search queries Brand term traffic Mobile search data SEM ad copy Search metrics/kpis Retargeting Use Social to Improve Search Likes & interests Social activity Social analytics Testing audience response

13 3. Target Intention 70% 58% 58% 47% Looking for Inspiration or Ideas Planning Early Booking Seasonal Price Comparison 46% Early Booking 17% Cancel Booking and Re Book Payment Completion for Pre Booking 39% Last Minute Booking (Including Business Booking) Browsing for ideas Considering Options Comparing Deals BRAND AWARENESS CONSIDERATION ENGAGEMENT PROCUREMENT

14 3. Target Location 85% Of Consumers Use the Internet to Find Local Businesses 94% Of Smart Phone Search for Local Results GPS 80% Of Budgets Are Spent Within 50 Miles of Home IP 50% Of Local Searches Result in Purchases * Stats by comscore, ons.gov.uk shopping basket, DMA, Google, NPD Group, Our Mobile Planet, Google/Ipsos OTX MediaCT, May 2012 BrightLocal s Local Consumer Review Survey

15 3. Target Location What you can do to localize results Identify Location of Users for specific search terms Create Location Based Pages with Customized Content Optimize at the URL Level Ensure Schema Mark Up is set up Flights from London to NY www. richmond.virgin-atlantic.com/london Flights from London to NYC Now starting at 300

16 4. Craft Importance of Good Content 74% of consumers respond positively to companies who understand them 89% Say they switched to a competitor due to poor Customer Experience The Cost of NOT providing Positive, consistent, relevant Content = 20% of Revenue 86% Say they would pay a premium for a great Customer Experience Researched And Authoritative Sharable Fresh Actionable Informative

17 5. Circulate Harmony of Content Across Media Google Search External PR Knowledge Engines AWARENESS Initial Search, Non Branded Search Consider all public digital assets as a single UNIT rather than individual entities Search Social Channels CONSIDERATION Posting questions, looking at answers The CONVERSATION around your Brand needs to be carefully woven into Social media, market websites and external PR YouTube Image Engines ENGAGEMENT Viewing time and interaction Digital assets should then link to correlating pages to create a UNIFIED Brand Image Branded Search Owned Websites CONVERSION Branded Search

18 Thank You Questions?