Discovering traveler intent through search and social
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This webinar discussed discovering traveler intent through search and social media. It emphasized understanding audiences by developing customer personas and determining what travelers search for and discuss online. Both search and social media are important for gaining digital visibility, and content should be social, searchable, and scalable. The webinar suggested leveraging platforms like Google+ to increase click-through rates in search engine results and using frequent, unique updates to engage audiences across search and social. Overall, the key takeaway was focusing content development on benefiting audiences by understanding their goals and letting data drive the process.
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Discovering traveler intent through search and social
- 1. Discovering traveler intent through social and search Webinar 27 August 2013
- 2. K Kevin May Editor & Moderator Gene Quinn CEO & Producer Your hosts
- 3. K Ryan Gibson VP of Marketing RKG Your panelists Sarah Kennedy Ellis Director Sabre Labs
- 4. Discovering traveler intent through search and social
- 5. 5 Search & Social Organic is not Dead! Know Your Audience (And Your Goals) Data Insights to Drive Content Content For Your Audience Search or Social? Search + Social
- 6. 6
- 7. 7
- 9. 9 Search Cannot Be Overlooked
- 10. 10 No Matter The View
- 11. 11 Understand Your Travelers Duane Hanson: Traveller
- 12. 12 What do they want to do? How will you help them? Focus On Your Audience Are you even talking with the right people?
- 13. 13 What should your Brand stand for? What are your goals Key goals of your organization? Why does your company exist? What are you company values? What types of user behavior show that audiences are connecting with your site and finding the content valuable?
- 14. 14 Why Should Your Audience Care? What problems are you solving for your customers? How can they differentiate you from your competitors? What is valuable about your online presence.
- 15. 15 Identify Key Audiences 15 Audience Description Engagement/ Conversion Motivation Business Traveler looking to make the most of her time on business trips Wants to obtain assistance and advice on options related to their next meeting in a remote city Request information for specific locations and venues that best suits their meeting The best choices are made clear Lots of detail about the different paths and how to pick the right one Busy Working Mom planning a family getaway Has teenage children who she wants to please. But she can’t spend a lot of time in planning the trip. Gather trip information and ideas with relevant recommendations to present to her family. Provides fast, popular recommendations to safe and secure locations. It’s not expensive and she feels accomplished choosing a trip everyone likes. This is what your audience wants. This is what you want. This is how you can compel your audience to do what you want (and make them happy at the same time).
- 16. 16 Searcher Personas Develop Customer Personas 16 Sally Vacation Sally is always looking toward the next time her family can take a trip. Busy working, she takes cues and recommendations from her friends on Facebook as a catalyst to start looking for her next vacation…. Most of her research starts on mobile devices as she’s waiting in lines or on the train on the way to work….. Topic Queries Family Vacation Spots within driving distance “cheap weekend vacations”, “family vacation packages”
- 17. 17 Focus is on your audience Work To Booking What audiences search for Market research, email open rates, on-site behavior, demographic and psychographic data… Search Page content BOOKING ! What Your Audience Wants (UX) Social engagement Who Your Audience Is What audiences talk about Where Your Audience Is Email, home page…. What you want
- 18. 18 Search vs. Social? Image: http://kilikeviciene.lt/
- 19. 19 Social & Search are intertwined Search + Social 19 Search Social
- 20. 20 Search + Social Connected by Content ContentSearch Social
- 21. 21 Content Social Content Must be Social
- 22. 22 Content Social Searchable Content Must be Searchable
- 23. 23 Content Social SearchableScalable Content Must be Scalable
- 26. 26 By direct referrer Most Productive Social Platforms
- 27. 27 Photos garner the most interactions Most Engaging Content 27 Airlines Hotels, Resorts
- 29. 29 G+ Matters
- 33. Personal Images Personal Results Personal + Social (G+)
- 34. 15% - 50% Increase in CTR Standing out in the SERPs
- 35. 35 Authorship
- 40. 10% - 40% Increase in CTR Content + Trust + Relationships
- 41. Frequent Updates + Unique Content = More Digital Visibility
- 42. 42 First, Last & ALWAYS! Focus on Your Customer Understand your customers’ goals Understand your business goals Let Data Drive Content Development Focus on Content Benefiting Your Audience Leverage Social Signals in Search to expand your overall Digital Visibility.
- 51. K Replay and presentation from today’s webinar will be available at www.tnooz.com Please send your questions to kevin@tnooz.com
Notes de l'éditeur
- If you look at those 4 S’s; social, searchable, scalable, and sincere and you create content around that, content that people do want to say, “Hey. Look at what I found,” content that’s tagged appropriately and put in the right places so it can be found or searchable, Not content that’s one-off and that costs a brand a fortune, but content that can be scaled and content that is true to the brand, then you have something powerful.