Digital Engagement Strategies for Travel Brands
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Presentation by Fasil Shah, Sitecore at Travel Marketing Master Class Event - 22nd July 2014
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Digital Engagement Strategies for Travel Brands
- 2. 2 Did you know? 30,000+ 1,500+4,000+ 850+ 10,000+ 50+ WEBSITES BRANDS EMPLOYEES PARTNERS DEVELOPERS COUNTRIES Our vision: To empower organizations to build the effective, meaningful relationships that win customers for life. “ www.Sitecore.net
- 3. www.sitecore.net/unitedkingdom How do you define “engagement”? Tell me…
- 4. Michael O’Leary Ryanair “EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said onThursday, as he launched 12 new routes from Stansted. “We can learn from the bits they have done well” TheTelegraph Friday 29, November 2013
- 5. www.sitecore.net/unitedkingdom “During the easyJet January Sale, easyJet’s biggest to date, our personalised homepage was helping fill two planes every minute” Head of CRM Richard Levin
- 6. www.sitecore.net/unitedkingdom … travelers want an engaging experience with you! Travel is no longer just booking a ticket or a trip; its about the entire customer journey from; research, expectations, booking, security, anticipation, up sale, destination preparation, travel experience, arrival experience, stay, post travel experience, promotions, promotions, customer lifetime. You need a connected platform to tie every bit together, and be able to engage them throughout the entire customer journey, your customers want to remain connected, they want to be entertained and they want to be treated as individuals!
- 7. www.sitecore.net/unitedkingdom Decision channels Increasingly, people use digital channels to make all kinds of decisions We surveyed over 1000 respondents in our Sitecore Customer Experience Maturity Model and found some consistent points: 48% of respondents have their website optimised for mobile devices. 51% of respondents use segmenting email campaigns according to subscriber profiles. 29% of respondents are using A/B or multivariate testing. 29% of respondents are using personalisation to be more relevant for visitors. 23% of respondents use behavioral targeting to personalise content to visitors. 29% of respondents are using marketing automation for specific flows. 30% of respondents have a single view of the customer across touchpoints. 21% are using predictive analytics to target customers with relevant content. 70% of a buyers journey has been completed before
- 9. www.sitecore.net/unitedkingdom Defining success In the Age of the Customer, businesses must influence the decision making processes of customers How? Provide quality digital experiences What must businesses do?
- 10. www.sitecore.net/unitedkingdom What is a quality digital experience? Immediate Relevant Predictive How …?
- 11. www.sitecore.net/unitedkingdom Map the customer journey Employ systematic engagement to provide quality experiences Start by mapping your customer’s journey Decision Interest / Need Customer Journey Evaluation Customer Experience Loyalty Feedback
- 12. www.sitecore.net/unitedkingdom Map the customer journey Define your customer journey phases, segments, touch points Align objectives, content and Calls to Action (CtA) with customer journey Decision Interest / Need Discover Search Contact Activation UtilisationCross/Up Retention Loyalty AdvocacySegment Segment Segment
- 13. www.sitecore.net/unitedkingdom Map the customer journey Engagement is responding to calls to action If a website visitor responds to CtA then this visitor is engaging Decision Interest / Need Discover Search Research Compare Contact Activation UtilisationCross/Up Retention Loyalty Advocacy CtA CtA CtA CtA CtA CtA CtACtA CtA CtA CtA CtA Segment Segment Segment
- 14. www.sitecore.net/unitedkingdom Map the customer journey Measuring engagement Decision Interest / Need Discover Search Research Compare Contact Activation UtilizationCross/Up Retention Loyalty Advocacy CtA CtA CtA CtA CtA CtA CtACtA CtA CtA CtA CtAGoal Goal Goal Goal Goal Goal GoalGoal Goal Goal Goal GoalSegment Segment Segment Assign goals (with points) to the calls to action that drive your business
- 15. www.sitecore.net/unitedkingdom Map the customer journey Use Digital Marketing capabilities to make CtA’s more relevant and nurture! Decision Interest / Need CtA CtA CtA CtA CtA CtA CtACtA CtA CtA CtA CtAGoal Goal Goal Goal Goal Goal GoalGoal Goal Goal Goal Goal Rules based personalisation Automated Segmentation Campaigns Email Marketing Triggered email Profiling Predictive Personalisation Social Connect Mobile Segment Segment Segment Community
- 16. www.sitecore.net/unitedkingdom Align Strategic Objectives with Digital Goals Objectives Framework Online Goals Marketing Objectives Strategic Objectives Strategic Theme ? ? ? ? ? ? ? ? ? ? ?
- 17. www.sitecore.net/unitedkingdom Measuring Using Goals Assign Goals to conversions For example: Call Me Contact Form Subscribe Email Sign Up Form Share Social Post Request Price Quote Form Create Profile MySite Take Poll Online Survey Buy Ecommerce Self Serve Look up / RSS Feed
- 18. www.sitecore.net/unitedkingdom What is engagement value? Assign “Engagement Value Points” to Goals For each visit, you measure engagement value … examples: Call Me Contact Form Subscribe Email Sign Up Form Share Social Post Request Price Quote Form Create Profile MySite Take Poll Online Survey Buy Ecommerce Self Serve Look up / RSS Feed 100 Engagement Value Points 15 Engagement Value Points 2 Engagement Value Points 75 Engagement Value Points 50 Engagement Value Points 10 Engagement Value Points 100 Engagement Value Points 40 Engagement Value Points
- 19. www.sitecore.net/unitedkingdom MeasureValue vsVisits Marketers are able to visualise how effective a traffic source or campaign is by comparing the overall value, as well as visits
- 20. www.sitecore.net/unitedkingdom Example of missed opportunity Think: immediate, relevant, predictive
- 21. www.sitecore.net/unitedkingdom Example of missed intent without Personalisation Sports sedans? Philadelphia? Family image? Eco friendly image?
- 22. www.sitecore.net/unitedkingdom Example of captured opportunity Think: immediate, relevant, predictive
- 23. www.sitecore.net/unitedkingdom Example of matched intent Eco Friendly & Family Safe Eco Friendly & Mini SUV Eco Friendly & Economy
- 25. www.sitecore.net/unitedkingdom Review these websites Task: Choose a site to review and then… “What could be done better on the home page to engage customers?” Identify customer types/persona’s Map specific customer journey Define your customer journey phases, segments, touch points Identify call to actions - Goals Align objectives, content and Calls to Action (CtA) with customer journey Break up into groups and discuss…
- 26. Fasil Shah Digital Experience Consultant Driving digital travel experiences
- 27. 28 Single, connected platform Collect additional data – full profiles of each traveler Ensure all travel data is connected – real people Personalised experiences in real time Analyse & optimize interactions – in the moment Automate these interactions – at scale Take a strategic look at experience management software
- 28. 29 Did you know? 30,000+ 1,500+4,000+ 850+ 10,000+ 50+ WEBSITES BRANDS EMPLOYEES PARTNERS DEVELOPERS COUNTRIES Our vision: To empower organisations to build the effective, meaningful relationships that win customers for life. “
- 29. 30 Sitecore’s Experience Methodology It is a journey and we are with you all the way! http://www.sitecore.net/Learn/Customer-Experience-Maturity-Assessment.aspx
- 30. 31 Manages all delivery channels Analyzes and automates experiences Collects & Connects customer data One Connected Experience Platform
- 31. 32 We have a proven track record with the travel sector
- 32. 33 More than 120 Sitecore customers are related to travel and transportation. Travel, Destination and Entertainment
- 33. 34 EasyJet EasyJet introduced Sitecore late December 2011 During January sales of 2012 they sold 5 tickets / sec Basically filling 2 planes every minute How? Using simple personalization on homepage UtilizingGeo-IP information Recognizing repeated visitor interest
- 34. 35 The result so far Go live • 2 years in operation • Increased load-factor on planes • 60+ million passengers / year • Net worth increase by almost 300%
Notes de l'éditeur
- [ Speaker notes: “Emotional Impact”: Psychological features of the problem, or presence in the individual’s workflow, humanizing the problem. ]
- [ Speaker notes: Value Proposition: a new way. An new framework for addressing the problem – implicitly tied to Sitecore’s value proposition ] Test
- The Sitecore Experience Platform harnesses all of your customer data, to shape and deliver a unique experience for every one of your customers, across every channel or touchpoint. We do this in the moment – in real time – like a personal conversation. At Sitecore, we have a single, connected platform, that enables you to deliver a uniquely tailored experience to every customer. The Sitecore Experience platform provides you with full control over shaping your customers’ experiences. Manage: from managing how that experience is delivered across multiple touchpoints, Target: how you can identify and pinpoint specific audiences or groups of customers to receive different experiences Measure: the ability to track all this, and identify what interactions provide your organization with the most value Automate: the ability to make this process infinitely repeatable, at scale, for each and every individual customer.
- {Speaker notes: Proof that we can help. Credibility slide. ] We have already worked with many companies like yours, on improving their customer experiences.
- Cirque du Soleil hosts around 10,000 pages on 40 microsites and offers content in more than 15 languages. The whole cirquedusoleil.com is visited by more than 20 million people around the world every year.