Travel Distribution Summit 2010

The New Online Journey is ‘Real Time’

Presented by Stickyeyes:

Heather Healy: Head of Social MediaArianne Donoghue: Head of PPC

Agenda

• About Stickyeyes

• Challenges for travel brands in engaging with customers

• The 4 stages of the new online journey

• Research

• Buying

• Retention

• Advocacy

• What Next?

• Q & A

Challenges for travel brands in engaging with customers

The changing face of consumer habits

The changing face of consumer habits

Challenges for Travel Brands

• Products don’t always lend themselves to new media

• Complex booking engines add a layer of complexity

• Integrating online/offline

• High levels of competition – very price driven

• Resource – time intensive

• ROI

Test Case

The Ash Cloud Disaster: Airlines lost $1.7 billion in

1 week

Test Case

Test Case

Test Case

Test Case

Ryanair: Has officially stated that it will not be setting up official social media accounts for the

brand

.......it won’t stop people

talking about Ryanair

Test Case

People are talking about your brand whether you like it or not – engage

with them and get the rewards.

Don’t want to bother? Miss a massive opportunity

"Those brands that were the most engaged (in social media) saw their revenue grow over the past year by 18% while the least engaged brands saw losses of

6%”

Test Case

The 4 stages of the new online journey

The 4 stages of the new online journey

Research

Buying

Retention

Advocacy

RESEARCH

Research - PPC

Compare prices

Compare brands

Pick a trip/holiday

type

Pick a destination

Choose a city/resortFind a hotel

Pick a flight

Look at insurance

Investigate transfers/car

hire

Research - PPC

Are you showing for the key terms in your vertical?Can you measure their contribution accurately?

Research - PPC

Research - PPC

What do people do first?

Research: Social Media

Research: Social Media

Research: Social Media

Research: Social Media

Research: Social Media

Research: Social Media

Research: Social Media

Use social media monitoring tools to find people looking for a holiday

“where should I go on holiday” “can anyone recommend a cheap airline to France?”

Track keywords and approach people directly with a discount

Research: Social Media

Research - PPC

Research

Buying

Retention

Advocacy

BUYING

Buying: Last Minute Deals

Buying: On-Site Reviews

Retailers have seen up to a 20% increase in conversions after adding reviews to their site

Buying: On Facebook!

Buying - PPC

• Do you own your brand in PPC?

• Are you making your offering as competitive as possible?

• Are you able to cater for the growing number of potential mobile purchasers?

Buying - PPC – Owning your Brand

Key Facts

• On average, at least 1 in 7 clicks on your brand terms go to a competitors site

• Since the change to Google’s TM rules in 2008, brand protection has become more key

• Buying brand PPC will help you accurately monitor how generic search contributes to

your overall marketing mix

Buying - PPC – Owning your Brand

Keyword: “Princess Cruises”Are you letting other people talk about

your brand?

Buying - PPC – Owning your Brand

• Utilising site links will help increase your branded CTR

• You can take up more real estate, pushing competitors down the page

• You can choose which deep-links Google display

Site Links

Buying - PPC – Real-time Pricing

Only 1 of the 7 prices shown here was correct

Real-time pricing makes you more competitive and ensures all clicks you receive are qualified

Pricing in ads = GREAT

REAL-TIME Pricing =PRICELESS

Buying - PPC – Real-time Pricing

• Develop a simple tool that can feed into the API or find a provider with a ready made

tool

• Stickyeyes have built a feed tool that puts real-time numbers online in 4 minutes

• Maintain the history and stats associated with your ad

• Use for a variety of numeric information

• Prices

• Discount percentages

• Time remaining on special offers (e.g. 6 hours left!)

• Availability

Buying - PPC – Mobile

Buying - PPC – Mobile

Mobile Facts:

• Mobile hotel queries have grown 3000% in three years (Google)

• One in three queries on a mobile phone has local intent (Google)

• Estimated 39% of European consumers utilising mobile internet by 2014 (Forrester)

• Currently mobile search makes up 10% of all searches, but it is predicted to be twice as large as desktop search within 5 years (Google)

• easyJet targeted business travellers using smartphones for last minute travel• Campaign linked through to main easyJet website• Click-through rates were up to six times higher on mobile• Campaign delivered an ROI of 11:1• Higher numbers of departures within 10 days – 38% on mobile, only 13% desktop

Based on data from Google/easyJet mobile case study

Buying - PPC – Mobile

Buying - PPC – Mobile

RETENTION

Retention - PPC

Would you speak differently to a prospect than you would to

an existing customer?

Increase retention and fuel your buying cycle by showing specifically

targeted ads to groups of users who have previously visited your web site.

Retention - PPC

Purchase: Add to Existing Customer Target Group

Visit: Add to Prospects Target Group

User is recognised across networks and is shown specific display or text

ads

“Free upgrade on your next purchase!”

“20% off your first stay!”

Retention - PPC

The better you can segment and target your customers, the higher your

ROI will be.

Use Remarketing to cross-sell your other services.

Target people based on where they have travelled, or how frequently.

Test showing different messages to people who entered your sales funnel

vs those who didn’t.

Retention: Customer Service

Use Social Media Monitoring tools to:

Capture those who are positive about the brand and thank them

Capture those who are negative about the brand and help them, they

don’t have to be lost customers

Customers expect you to break down the barriers... they expect a “B to Me” approach.

Retention: Customer Service

Don’t want to give it to them? Expect them to go elsewhere.

Personalise Customer Service

Retention: Customer Service

Retention on Social Platforms

Use location-based social media to incentivise return visits, provide Daily Specials, identify those who are staying regularly and make your hotel about its customers

Retention on Social Platforms

ADVOCACY

Use Social Media Monitoring tools to find potential “Brand Ambassadors”

Engage these people and encourage them to talk about your brand positively

Econsultancy July 2009

90% of consumers online trust recommendations from people they

know

Advocacy

Advocacy

Research

Buying

Retention

Advocacy

Those who advocate your brand on social platforms will guide their social circle towards a positive experience with your brand

Those who research will reach out to their most influential peers for advice

Advocacy

What’s Next?• Check your Brand PPC

• Ensure you are showing for the key terms in your vertical

• Make sure you have an attribution model of some kind

• Investigate adding a mobile campaign

• Can you do real-time pricing?

• Look at social media monitoring tools

• Make sure you are engaging with existing and potential customers as frequently as

possible

• Respond to both positive and negative feedback. Both are important!

Q & A

Thank You