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The Social Journey to ROI in Travel - Sagittarius 24/7 Multichannel Travel Cosumer Masterclass

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Speaker Presentation delivered by Katy Howell of Immediate Future at the Sagittarius 24/7 Multichannel Travel Consumer Masterclass on Tuesday 24th March 2015.

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@katyhowell @IFtweeter The social journey to ROI in travel
@katyhowell @IFtweeter Love talking travel
@katyhowell @IFtweeter By 2016 social media will be at the forefront as a primary way to generate travel bookings and revenue for half of the travel industry
@katyhowell @IFtweeter Yet…
@katyhowell @IFtweeter We are investing… 2.8bn
@katyhowell @IFtweeter Influence is the key 49% 52%
@katyhowell @IFtweeter Let’s explore how we drive social ROI
@katyhowell @IFtweeter Defining the social journey
@katyhowell @IFtweeter Pinpointing location
@katyhowell @IFtweeter Where are they?
@katyhowell @IFtweeter Mapping social behaviours
@katyhowell @IFtweeter Pragmatic view of the customer journey
@katyhowell @IFtweeter Chatter across the journey 1 3 1 1 23 27
@katyhowell @IFtweeter From demand to recommendation
@katyhowell @IFtweeter Real-time focus for Instagram
@katyhowell @IFtweeter Reviews dive into detail
@katyhowell @IFtweeter
@katyhowell @IFtweeter The social triggers
@katyhowell @IFtweeter You need to consider…
@katyhowell @IFtweeter Sparking the conversation April, June & September July & August January, February, March & April January & April June, July & August May, June, July & August Want, need, wish & please Thinking, like & love Best & good Excited, exciting and #excited! Happy, fun & good times Feel, good & great
@katyhowell @IFtweeter With the social journey to ROI in place…
@katyhowell @IFtweeter Do you know what you want to achieve?
@katyhowell @IFtweeter Where are you sending folk?
@katyhowell @IFtweeter How will you measure? Social amplification Conversion metrics Brand health Financial impact Awareness (reach) Action Advocacy Sentiment Engagement Traffic (direct) Correlation (indirect) Uplift Brand equity Market share Effectiveness (against other marketing metrics) Channel profitability Lifetime value Volume growth
@katyhowell @IFtweeter Make it easy on yourself! • CRM • Social Login • Monitor
@katyhowell @IFtweeter • • Social is not a channel
@katyhowell @IFtweeter
@katyhowell @IFtweeter Thank you!

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