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