Discovering traveler intentthrough social and search

Webinar27 August 2013

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Kevin MayEditor & Moderator

Gene QuinnCEO & Producer

Your hosts

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Ryan GibsonVP of MarketingRKG

Your panelists

Sarah Kennedy EllisDirectorSabre Labs

Discovering traveler intent through search and social

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Search & Social

Organic is not Dead!

Know Your Audience (And Your Goals)

Data Insights to Drive Content

Content For Your Audience

Search or Social? Search + Social

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7

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…Still Quality Traffic

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Search Cannot Be Overlooked

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No Matter The View

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Understand Your Travelers

Duane Hanson: Traveller

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What do they want to do? How will you help them?

Focus On Your Audience

Are you even talking with the right people?

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What should your Brand stand for?

What are your goals

Key goals of your organization? Why does your company exist? What are you company values? What types of user behavior show that audiences are

connecting with your site and finding the content valuable?

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Why Should Your Audience Care?

What problems are you solving for your customers?

How can they differentiate you from your competitors?

What is valuable about your online presence.

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Identify Key Audiences

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Audience Description Engagement/ Conversion

Motivation

Business Traveler looking to make the most of her time on business trips

Wants to obtain assistance and advice on options related to their next meeting in a remote city

Request information for specific locations and venues that best suits their meeting

The best choices are made clear

Lots of detail about the different paths and how to pick the right one

Busy Working Mom planning a family getaway

Has teenage children who she wants to please. But she can’t spend a lot of time in planning the trip.

Gather trip information and ideas with relevant recommendations to present to her family.

Provides fast, popular recommendations to safe and secure locations. It’s not expensive and she feels accomplished choosing a trip everyone likes.

This is what your audience

wants.

This is what you want.

This is how you can compel your audience to do what you want

(and make them happy at the same time).

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Searcher Personas

Develop Customer Personas

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Sally Vacation

Sally is always looking toward the next time her family can take a trip. Busy working, she takes cues and recommendations from her friends on Facebook as a catalyst to start looking for her next vacation….

Most of her research starts on mobile devices as she’s waiting in lines or on the train on the way to work…..

Topic Queries

Family Vacation Spots within driving distance

“cheap weekend vacations”, “family vacation packages”

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Focus is on your audience

Work To Booking

What audiences search for

Market research, email open rates, on-site behavior, demographic and

psychographic data…

Search

Page content BOOKING!

What Your Audience Wants (UX)

Social engagement

Who Your Audience Is

What audiences talk about

Where Your Audience Is

Email, home page….

What you want

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Search vs. Social?

Image: http://kilikeviciene.lt/

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Social & Search are intertwined

Search + Social19

Search Social

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Search + Social

Connected by Content

ContentSearch Social

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Content Social

Content Must be Social

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Content

Social

Searchable

Content Must be Searchable

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Content

Social

SearchableScalable

Content Must be Scalable

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Content

Social

Searchable

Scalable

Sincere

Content Must be Sincere

Content Community DigitalVisibility

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By direct referrer

Most Productive Social Platforms

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Photos garner the most interactions

Most Engaging Content27

Airlines Hotels, Resorts

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Search + Social

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G+ Matters

Your audience usesGoogle

That makes Google+ important

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G+ Leads Twitter

Personal Images

Personal Results Personal + Social (G+)

15% - 50%Increase in CTR

Standing out in the SERPs

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Authorship

10% - 40%Increase in CTR

Content + Trust + Relationships

Frequent Updates +

Unique Content =

More Digital Visibility

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First, Last & ALWAYS!

Focus on Your Customer

Understand your customers’ goals

Understand your business goals

Let Data Drive Content Development

Focus on Content Benefiting Your Audience

Leverage Social Signals in Search to expand your overall Digital Visibility.

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Replay and presentation from today’s webinar will be available at www.tnooz.com

Please send your questions to kevin@tnooz.com