Online marketing and e-commerce presentation from Fore! Reservations conference (November, 2012). Covers the growth of the social, local, mobile web and its importance to the golf industry as well as the travel and hospitality space generally.

1. PRESENTATION BY:
TIM PETER
THE TRANSPARENT WEB
USING ONLINE MARKETING TO DRIVE REVENUE AND
RESULTS

7. Choices...

8. Lots of choices...

9. Lots and lots of
choices...

10. Lots and lots and
lots of choices...

11. Lots and lots and
lots and lots...

12. And lots and lots
and lots...

13. And lots and lots
and lots and lots...

14. Of choices...

15. The purchase “funnel” 15

18. A tangled web

20. Sites Visited - All E-commerce
30
22.5
15
7.5
0
2010 2011

21. Sites Visited - All E-commerce Sites Visited - Travel
30
22.5
15
7.5
0
2010 2011
Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/

22. Here’s a question... 22
Why?

23. Because...
We’ve trained
them to

24. Why we’re here 24
■ The transparent web – and what it means for your business
■ How to use the social, local, mobile web to reveal your value to
your guests and golfers
■ The importance of parity and best rate
■ How to track what’s working

25. Stupid, but useful word of the day... 25
“SoLoMo”

26. Or... 26
“SoLoMoPho”

27. Social sites

29. Importance of social 29
■ Over 2/3rds of US Internet users regularly
use a social network
■ Nearly 84% of social category visitors
visited a travel review site in 2010, up from
77% in 2008
■ Referrals from Facebook convert at a
higher rate than other referral sites — with
a huge caveat

30. Social signals may
influence search 30
■ Pages that earn tweets + Facebook
shares also correlate well with earning
links, and send direct traffic on their own
■ Facebook shares might be more valuable
than “Likes”
■ Google+, anyone?

31. Facebook 31
■ 600 million users – Every day
■ 2.7 billion “Likes” – Every day
■ 300 million photos – Every day

34. Consumer
search activity in
last 24 hours 17%
83%
Yes No

35. Travelers who
searched
before booking
20%
80%
Yes No

36. Natural/
organic search

37. Paid search

38. Local
search

39. Social and
reviews

44. Top search term prior to booking? 44
“Price”

46. Smartphone Mobile phone
7,000
6,000
5,000
4,000
953 Million 6.1 Billion
3,000
2,000
1,000
0
Total Subscriptions - Q4 2011
Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012

47. Top mobile sites 47
■ Facebook
■ Google
■ YouTube

48. Leisure travelers shop... 48
100% 96%
94%
75%
50%
32% 31%
24%
25%
18% 17%
0%
0%
Home Computer Business Computer Mobile Phone Tablet
2010 2012
Source: Google/Ipsos MediaCT - U.S. August 2012

49. Business travelers shop... 49
100%
86%
76% 76%
75%
65%
51%
50%
40%
30%
25%
0%
0%
Home Computer Business Computer Mobile Phone Tablet
2010 2012
Source: Google/Ipsos MediaCT - U.S. August 2012

50. Cave-painting? 50
“The future is already
here, it’s just not
evenly distributed”

52. The “solution”?

53. Distribution “partners”
want to be the go-to
resource for your golfers

54. A cure worse
than the
disease?

55. An alternative approach 55
■ All marketing is social: Customer-focused messaging
■ Content marketing: Reveal your value
■ Where u @? The “hub and spoke” model of content marketing
■ Running a race to zero: Price parity for fun and profit
■ Adding it all up: Measuring success

56. 4 “P’s” of marketing + 1 56

57. The online shopping to
Am I going
enjoy myself?
experience
• Transparent

58. Why
should I
buy from
you?

59. Dominant Impulsive
Fast
& Ambitious & Enthusiastic
Analytical Reliable
Slow
& Organized & Predictable
Head Heart

60. Mind your “P’s and Q”
Price
Proximity Quality

61. Price
Price
Proximity
Quality Quality
Proximity
Dominant Impulsive
Fast
& Ambitious & Enthusiastic
Price
Price
Proximity Quality Quality
Proximity
Analytical Reliable
Slow
& Organized & Predictable
Head Heart

66. Google+ Place
pages

67. What do you want
them to do?

68. Where u @? 68

70. Post-round email
Show a photo
Promote another
round or stay
Invite to opt-In
Invite to social media

71. Post-round e-mail 71
■ Case Study:
■ Resort sent email to all guests who stayed 3 nights in in the summer
■ Promotion start: Mid-November
■ Offered promotional rate for January-February
■ Results:
■ December online revenue up 200%
■ 90% of the growth was for following year’s revenues
■ Fore! Reservations MAP Program

72. Customer lifetime value 72
Ongoing
Golfer 1st round 2nd round 3rd round 4th round Total
rounds
Does not Does not Does not Does not
Tiger $25 $25 (Low)
return return return return
Does not Does not Does not $57
Rory $25 $32
return return return (Medium)
Phil $25 $32 $32 $64 ... $153 (High)

73. Now, for your
choice...
Attempt to “win” Promote
the race to zero transparent value

77. Only
$62

78. Only
$68

79. So#$Business$Results$
Compe6tors$Respond$
Customer$Expecta6ons$Shi#$
Reduce$Prices$
Customer$Experience$
Deteriorates$
Reduce$Service$and$Marke6ng$
Short;term$Sales$Improve$
to$Pay$for$Price$Reduc6ons$

80. Why parity
matters
Attempt to “win” Promote
the race to zero transparent value

86. Top search term
prior to booking? 86
“Price”

87. Because...
We’ve trained
them to

88. Is this what you
think when you
hear “best rate”?

89. Price must show value

90. Price
Price
Proximity
Quality Quality
Proximity
Dominant Impulsive
Fast
& Ambitious & Enthusiastic
Price
Price
Proximity Quality Quality
Proximity
Analytical Reliable
Slow
& Organized & Predictable
Head Heart

97. Reveal your value
Don’t conceal it

98. Adding it all up:
Measuring
success

99. Repeat visits Conversion
Hits Visits rate
Sessions Top referrers Fans
Bounce rate CPM
CPC
Likes Page rank Uniques
Quality score Page views
Followers CPA Exit rate
Engagement

100. Repeat visits Conversion
Hits Visits rate
Sessions Top referrers Fans
Bounce rate CPM
Wait. What?
CPC
Likes Page rank Uniques
Quality score Page views
Followers CPA Exit rate
Engagement

101. Handicap Index * Slope Rating
113

102. Did the customer
see the message?
Did the customer
take the action?

103. Best practice:
Positive return budgeting 103
■ Manage marketing budget and activities to
target return
■ Increase or lower CPC/effort levels based
on conversion rate to achieve target return

104. Questions? 104

105. Summary 105
■ Transparency exists... and is growing
■ Ask yourself what your customer asks:
■ Will I enjoy it?
■ Why should I buy from you?
■ In a transparent age, your marketing must reveal not conceal
your value

106. Thank you 106
Web: timpeter.com
Phone: 201-305-0055
Email: tim@timpeter.com
Twitter: twitter.com/tcpeter