Digital Visitor's CEO Anthony Rawlins session at the Eye for Travel Online Marketing and Social Media Europe Conference 2011. Anthony's session looked at onsite social media, particularly; - Why are travel company unbranded social media sites being revised? - How many resources do you really need to dedicate to onsite social media platforms to succeed? - Learn from the mistakes of others; where did they go wrong? - What’s the best way to integrate 3rd party social media content into your site? - Hear top tips for social media onsite success The Online Marketing and Social Media Europe event brings together top travel brands for two interactive conferences - Social Media in Travel Strategies and Online Marketing in Travel Strategies. Digital Visitor is a strategic social media agency dedicated to delivering a clear ROI for each customer. Our social media applications and services aim to increase your business profitability by increasing your online conversion rate, driving new traffic to your website, and reducing your customer acquisition cost. We provide a suite of easy to integrate social media applications for your website to enable you to gather reviews and ratings, photos and videos, generate discussions on your own forum and enhance your social CRM. We complement our social media applications by offering social media marketing services including social media audits, strategy creation and full service campaign management to drive new audiences to you from sites such as Facebook and Twitter, and increase your brand exposure. To find out more, please call us on +44(0)1179 055 195 or email info@digitalvisitor.com or visit http://www.digitalvisitor.com

1. Re-examining onsite social media
By Anthony Rawlins
CEO and Founder, Digital Visitor

2. Introduction
Onsite social media focuses on how to best utilise social media on your
own website and under your own brand.
•Why are travel company unbranded
social media sites being revised?
•How many resources do you really need
to dedicate to onsite social media platforms
to succeed?
•Learn from the mistakes of others
– where did they go wrong?
•What’s the best way to integrate 3rd party social media content into
your site?
•Hear top tips for social media onsite success

3. About us
• Digital Visitor is a strategic social media agency delivering social media
marketing services, strategies and solutions.
• Est. 2005.
• We service a range of clients, small to large across many different
industries, however the majority are within the travel and leisure industry...

4. Our philosophy
• We believe to maximize the benefits from
social media you need to consider both your
ONSITE and ONCHANNEL social media
strategy.
• Put another way – you should have an
integrated social media strategy looking at
both your website and social media channels
together.

5. Social Media for 2012 –
Why are strategies being revised?
Where is social media marketing now?
• Importance being realised
• Our most common bit of feedback is…
• Many companies have a mad rush for Facebook ‘Likes’
• ROI not evident
• Questions from senior management
• Still potentially a ‘marketing’ spend and in tough times, activities can get cut
• Its our aim to move this to an E-commerce function
Source: http://myxqq.blogspot.com/2011/08/evolution-of-social-media-for.html

6. How is this going to change?
• Budgets tighter
• Social media marketing not
a whim anymore
• Has to prove itself
• Next year a tough year,
ROI is paramount

7. Why are companies looking at creating
their own sites?
• Ownership of content
• New social media channels opening up
• Quality of information
• Increasing conversions
• Driving traffic – SEO benefits
• Generating traffic from social media
channels
• Easier to prove ROI

8. How can you define ROI for
social media marketing?
1) Conversions
2) Browsing time
3) Net positive sentiment
4) Exposure on channels / brand awareness
5) Traffic from social media channels
6) Organic traffic
7) Recruitment fees
8) Customer acquisition costs
9) Marketing materials cost

9. We focus on 3…
How do we do this?
1) Increase conversions
2) Driving traffic to your website
(organic and from social media channels)
3) Reducing customer acquisition cost

10. 1. Increasing conversions
• Reviews and Ratings application
• Reviews increase conversions by 2-18%
• People want reviews – 47% want to see on website
• Doubles browsing time + reduces time on competitor
sites
• Reviews drive repeat visits

11. 2.1 Driving organic traffic
• Reviews and Ratings, content on your OWN website
drive organic search engine traffic
• NOT just reviews - Discussions, questions etc…
• 1 review = 1 organic visitor per month = £24p.a

12. 2.2 Generate traffic from social media channels
• Sharing content on your Facebook page –
drives 2.5 times community per month
• Share with other social media websites
• Discussions on your website –
share with LinkedIn

13. 3. Reducing your customer acquisition costs
• Increasing conversions reduces customer acquisition
costs
• Using UGC, reduces marketing spend
• Re-use this content on other channels
• Communication opportunities – through your own site
• Communication through Facebook community
• On Facebook – your ‘likes’ are 51% more likely to buy
from you!
• Also, you can communicate with their friends –
likeminded people!

14. Best ways to integrate into your site
• Make it easy to engage
• Keep it simple, DO NOT under any
circumstances reinvent the wheel
• Less barriers to entry = more content
generated
• Make it relevant – reviews against
the right products
• Integrate into your overall marketing
– not just your website

15. How can one review do all of this?
1) Post review (with photo / video) on your website =
one organic visitors = £24 p.a
2) Increases browse time on your product page
3) Increases conversion
4) Share the review with your Facebook page – drive traffic
– 2.5 times fans per month
5) Share with authors FB profile
6) Visible to their friends with a link BACK to your site
(reduce Customer Acquisition Costs)
7) Automatically receive +1 ‘like’ for future communication
opportunities and more…

16. How can one review do all of this?
• This is just using Facebook and one review!
• Ask how else can you integrate activities on
YOUR website to your social media channels?

17. Resourcing
• If you are going to take social media marketing
seriously then it has to be resourced properly
• Thinking about the example of one review across
multiple channels, how much extra resource
does this take? None, in fact if anything the
fact that a lot of this is automated means you
need less attention across multiples
• You need to monitor and engage on all
channels but if you can re-use content and
automate this, it makes it easier

18. Mistakes
• Not taking social media seriously
• Dipping the toe in water – understand but
dangerous
• Legacy
• Lack of content
• Concerns over negative content
• Engagement with current customers
• Lack of focus – deliver relevant content to
potential customers
• Competitions and incentives – obvious but great

19. Solutions and top tips for success
• Commitment and strategic INTEGRATED approach
• Gathering content via social CRM - supers users etc…
• Incentives
• Not just reviews and rating – discussions and forums,
just videos, just photos? What works for you?
• Feed them relevant content – this isn’t new but
its still not being down properly

20. Thank you
For more information, please get in touch...
t: +44 (0)1179 055 195
e: anthony@digitalvisitor.com
w: www.digitalvisitor.com