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

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About Us

• Dedicated to driving revenue and reducing costs

for our customers.

• Travel industry specialists

• Social Commerce for all

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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.

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Champneys Resorts

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• Focus on engagement• Variety of posts• Comments and likes for

EACH post• Don’t sell all the time• 1 flash sale per quarter

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.

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Social Commerce for travel

Travel Industry is unique in many ways – and needs a unique approach to social commerce.

Were not selling these…

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Social Commerce for travel

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Social Commerce for travel

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How is travel different?

1.Pre purchase / Dream2.Relevance / Filtering3.Booking4.Post booking Inspiration5.Post experience

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Circa 28 daysCirca 28 days

X monthsX months

Customer buying cycle

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To truly maximise the benefits of social media and guarantee the greatest ROI – need to look both approaches.1.Social media channel campaigns and management2.Social commerce technologies

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An integrated approach

Discussions on your website1 Increase organic traffic2 Reduce lost sales time by having your online visitors respond to queries3 Increase repeat visits with comments – reinforce your brand4 Increase social media traffic –offset some PPC spend?5 Share with social channels to balance increase content requirements6 Design / product research

Filtering / relevance7 Maximise your marketing spend towards interested customers8 Enhance repeat visits9 Reinforce brand messaging

Reviews10 Brand advocates can help reduce PR costs – one average social media reduces 24%11 Share with social channels to balance increase content requirements

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15 ways to reduce costs

Hints and Tips12 Invaluable, quality travel content13 Breed loyalty and brand presence14 Share with social channels to balance increase content requirements15 Share with PR channels – newspapers, content distributors

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15 ways to reduce costs

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• 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

Thanks

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ThanksAnthony Rawlins, CEO and Founder, Digital Visitor

www.digitalvisitor.com

+44(0)1179 055 195

anthony@digitalvisitor.com